Silverbean is an international digital marketing agency specialising in digital step change. We're on a crusade to make marketing better in 2016 and beyond, and want to share our ideas on how the whole experience can be better for both marketers, and brands. Read our latest insight, covering Return on Attention, Customer-centric Marketing and the real secret to delighting customers. You can also check out our other insights over on our website: silverbean.com.

1. SIMPLE
RULEFOR REALLY
CUSTOMER-CENTRIC
MARKETING
RETURN ON ATTENTION:
1

2. MOST BRANDS KNOW BY NOW THAT
We know that customers expect to be delighted by their experience with your brand.
DELIGHTING PEOPLE ISN’T EASY, THOUGH.
Customers have high expectations, and many brands just aren’t meeting them.
IS THE OFFICIAL NEW & SHINY
MARKETING BUZZWORD FOR 2016.

3. *I’m not sure that’s what most customers would ask for, even if they knew what it meant.
THE OFFICIAL MARKETING BUZZWORD ANSWER TO THE QUESTION
“HOW DO I DELIGHT MY CUSTOMERS?”
GOES SOMETHING LIKE THIS:
“OMNICHANNEL THREE-HUNDRED-
AND-SIXTY-DEGREE CROSS-DEVICE
RESPONSIVE EXPERIENCE, UNDERPINNED
BY A TRANSFORMATIVE DIGITAL STRATEGY
INCORPORATING A SEAMLESSLY INTEGRATED
TOUCHPOINT NETWORK UNIFYING
TECHNOLOGY, CUSTOMER SERVICES, SALES,
OPERATIONS AND BARBARA THE TEA LADY.”*

4. THERE’S A SIMPLER WAY TO START DELIGHTING PEOPLE.
ANYBODY CAN DO IT, ON ANY BUDGET.
TO GET STARTED, FIRST YOU NEED TO
UNDERSTAND THE EFFECT YOUR MARKETING
HAS ON YOUR AUDIENCE.

5. ON AVERAGE, PEOPLE SEE 360 ADVERTS
PER DAY.
THERE’S MORE NEW CONTENT EACH DAY
THAN WE COULD CONSUME IN A LIFETIME.
THERE ARE
CONSTANT DEMANDS
FOR OUR ATTENTION
BUT NEVER ENOUGH TIME.
SOMETHING’S GOT TO GIVE...

6. SOME PEOPLE WON’T BE INTERESTED, BUT THAT’S NO BIG DEAL.
AS LONG AS THERE’S A RETURN ON INVESTMENT, EVERYBODY’S HAPPY.
... RIGHT?
A MARKETER’S JOB IS TO
GET PEOPLE’S ATTENTION.
AS MANY PEOPLE AS POSSIBLE

7. Attention is VALUABLE STUFF.
Marketers who waste it will see their
performance SUFFER sooner than they think.
Those 360 daily ads?
Most people only notice about HALF.
18% of people use software to block them
outright …and that number is increasing FAST.
WRONG!

8. IT’S EASY TO EXCUSE
“SPRAY AND PRAY!”
AS
“MAXIMUM BRAND
VISIBILITY!”
BUT THINK OF IT THIS WAY…

9. ...Or just a funny cat video that
made them laugh.
In the time they spent closing your mobile
banner ad, somebody could have had the
spark of an idea that could have gone on to
change the world...
...Or just made a mental note to
buy milk on the way home.
EVERY PIECE OF MARKETING YOU PUT IN FRONT OF SOMEBODY EATS UP
TIME AND ATTENTION THEY COULD HAVE SPENT ON SOMETHING ELSE:
Instead of reading your blog post,
somebody could have called their
grandmother, made a cup of tea or
chatted to a neighbour...
...Or just read a different blog post instead,
one that taught them something new.
Instead of waiting to skip your YouTube
ad, somebody could have watched
another video that led them to pick up
a new hobby...

10. WITH EVERY ADVERT,
EVERY “SPECIAL OFFER!”,
EVERY CLICKBAIT HEADLINE,
EVERY EMAIL,
EVERY BLOG POST,
EVERY “SKIP IN 30 SECONDS”,
EVERY. F***ING. MOBILE. POP-UP
YOUR BRAND LEECHES TIME AND ENERGY FROM YOUR AUDIENCE THAT THEY’LL NEVER, EVER, GET BACK.
AND WHAT ARE YOU GIVING THEM IN RETURN?

11. AUDIENCES DON’T ASK FOR PAYMENT FOR THEIR ATTENTION,
BUT THEY DO EXPECT SOMETHING IN RETURN.
OTHERWISE THEY’LL CLOSE, MUTE, SKIP, AD-BLOCK,
OR JUST PLAIN IGNORE YOU.
AND RIGHTLY SO. THEY DON’T OWE YOU ANYTHING.

12. THE EASIEST WAY TO START DELIGHTING YOUR AUDIENCE?
SO MAKE IT WORTH THEIR WHILE.
APPRECIATE THAT EVERY INTERACTION WITH
YOUR BRAND IS TIME THEY’LL NEVER GET BACK.
MARKETERS NEED
RETURN ON INVESTMENT.
AUDIENCES EXPECT
RETURN ON ATTENTION.

13. DON’T SETTLE FOR INTERESTING.
AIM FOR USEFUL.
DON’T JUST TRY TO BE FUNNY.
BE HELPFUL.
DON’T SIMPLY PROMOTE YOUR BRAND.
DEMONSTRATE HOW IT ADDS VALUE.
DON’T JUST BUY ATTENTION.
EARN IT.

14. NO EXPENSIVE SOFTWARE. NO INTERNAL POLITICS. JUST REAL...
THAT’S IT!
BE A BETTER MARKETER.
LEARN HOW TO DELIGHT YOUR CUSTOMERS BY MAKING STUFF THEY ACTUALLY WANT TO SEE.
WWW.SILVERBEAN.COM/BLOG/CONTENT-AND-SOCIAL-MARKETING