Digital Marketing is Dead: Survival Tips for What Comes Next

@jonoalderson
#1
The gap between brands and
platforms is widening

@jonoalderson | @distilled
@jonoalderson
Most brand websites are a mess

@jonoalderson
Most platforms are much sleeker

@jonoalderson
This widening gap is changing the
behaviour + expectations of
consumers.

@jonoalderson
A division
is forming

@jonoalderson
Advertising
Goals
Websites
Transactional

@jonoalderson
Advertising
Goals
Platforms
Environmental

@jonoalderson
Advertising
Goals
Advertising
Goals
PlatformsWebsites ?

@jonoalderson
But there are grey areas!

@jonoalderson
Like your content marketing?

@jonoalderson
Maybe it’s just another form of
interruption advertising...

@jonoalderson
Aspiring to be a ‘publisher’
isn’t enough.

@jonoalderson
#2
Cue, advertising

@jonoalderson
But this model
is imperfect.

@jonoalderson
“What if there was an
alternative?”

@jonoalderson
Here’s some good news.
You can put your content on their
platforms.
For free.

@jonoalderson
#3
Distributed content

@jonoalderson

@jonoalderson
Brands are ceding control of
‘their’ customer experiences and
content

@jonoalderson
This is a revolution from an
owned media model to a
distributed content model

@jonoalderson
Fast forward…
Managing this is going to
get harder.

@jonoalderson
What experience does your
website offer, which is distinctly
valuable?

@jonoalderson
Our current paradigm is to
build the biggest castle.

@jonoalderson
That approach doesn’t work in a
world when nobody wants or
needs to visit your website.

@jonoalderson
How does your analytics and
attribution work, when people
don’t (need to) visit your site?

@jonoalderson
You need to stop trying to own the
customer journey

@jonoalderson
Where do you build your
brand equity?

@jonoalderson
The answer is surprisingly simple.
You build it in your consumers
minds.

@jonoalderson
wait a minute...

@jonoalderson
“Conventional business logic suggests that
you shouldn’t build value on rented
platforms.“
Me, just now.

@jonoalderson
But what happens when there are
rented platforms are norm, and
where your audience is?

@jonoalderson
#4
A new(?) marketing model

@jonoalderson
We need to change the way we
think about the relationship
between our marketing and our
audiences

@jonoalderson
“The roles of content and brand websites
need to shift away from conversion, and
towards positively influencing brand
preference and recall”

@jonoalderson
You have to influence earlier

@jonoalderson
Slides: http://bit.ly/2sVgPE9
Videos: http://bit.ly/2ERBkmI

@jonoalderson
What if you thought about your
distributed content strategy in a
radically different way?

@jonoalderson
But those are yesterday’s brands,
right?
What about tomorrow?

@jonoalderson
#5
No more interruptions

@jonoalderson
I need a new laptop.
*hint hint*

@jonoalderson
Moment
Build (or adjust) a consideration set
Reduce consideration set
Evaluate & reduce risk
Choose
Act

@jonoalderson
All marketing and advertising
assumes that I can interrupt.

@jonoalderson
A more realistic buying cycle
Moment
Choose
Act

@jonoalderson
53
This thing
changes
everything.

@jonoalderson
“I need a new laptop”
“Here are some great options for you [...]”
“Show me the second one”

@jonoalderson
How do you influence the
consideration set, when
the customer isn’t there?

@jonoalderson
Outsourced ownership
is a already thing.

@jonoalderson
The funnel no
longer exists

@jonoalderson
To be clear, I’m not saying that
assistants replace all
(re)search...

@jonoalderson
...But as we increasingly use voice
search, chat bots, and assistants,
these systems will decide what we
don’t see.

@jonoalderson
Brands who aren’t surfaced will fail,
because they never enter the
consideration set.

@jonoalderson
So, how do we market?

@jonoalderson
I think that systems will use
three concepts to make these
decisions.

@jonoalderson
1. Availability
Is it open/nearby/valid?
2. Suitability
Is it good/right/cheap?
3. Implied Preference
Does it align with what I understand of
your values?

@jonoalderson
“Implied preference”?

@jonoalderson
Implied preference
Past behaviour + connected data

@jonoalderson
You need to positively influence the
consideration set before the
customer expresses a need...

@jonoalderson
2018
System takes previous brand
interactions into consideration
2018
Thinking about buying a
new laptop
2017
Retweeted a clever joke
about Moore’s Law
2016
Read a really interesting article
about graphics cards and visual
machine learning

@jonoalderson
Direct actions:
● Read an article
● Liked/shared a social post
● Installed an app
● Reviewed a service/product
Network actions:
● Actions from peers
Lookalike actions:
● Behaviour & characteristics of lookalike audience

@jonoalderson
Is everybody familiar with how
lookalike audiences work?

@jonoalderson
People who like
technology
People who
like wine
People who
struggle to
articulate their
favourite colour
People
who don’t
like Apple
products

@jonoalderson
“Here are some great options for you [...]”
“Show me the second one”
???

@jonoalderson
#6
Creating brand currency

@jonoalderson
Brand currency is a ‘score’ between
me and a brand.
It’s affected by our interactions.

@jonoalderson
I LOVE DELL
“I’ll get one of these!”

@jonoalderson
So, how do you earn currency?

@jonoalderson
1
Story
Messaging or elements of
the service surprises +
delights.
2
3
Fulfillment
The service is available,
and is of appropriate
quality.
Experience
Brand interactions are deeply
meaningful (eg, answer Maslow’s
hierarchy of needs)
The Brand Currency Hierarchy

@jonoalderson
Fitbit makes me feel like
I’m in control of my health
Tesco put things I
need onto shelves
Uber make my travel completely
frictionless (through the removal of
uncertainty)
Amazon (retail) has
everything I’ll ever need,
‘frictionlessly’
Having Amazon Prime
means I ‘already have’
everything I need
The shop at the end of the street repairs
my bike occasionally.
The Brand Currency Hierarchy

@jonoalderson
Yeah, that’s a bit wooly.

@jonoalderson
#3 Brand currency
Direct preference
Implied preference
Lookalike preference
Opportunity to be present in a
consideration set
#1 Brand marketing
Top of funnel messaging
Distributed content
Meaningful marketing
Opportunity to deliver an
experience
#2 Brand experience
Direct interactions (and sales!)
Network interactions
Lookalike interactions
Opportunity to generate brand currency

@jonoalderson
Simon Swan - http://bit.ly/simon-brand-currency

@jonoalderson
Here’s a scary thought...

@jonoalderson
All brand interactions,
by everyone, everywhere, affect
brand currency.

@jonoalderson
Everyone,
everywhere*
*not to scale
People who might
feasibly ever buy
from us
Where we should
invest the majority of
our marketing
People who might
feasibly ever visit our
website

@jonoalderson
Maybe that’s not that crazy...

@jonoalderson
They’ve seperated who they are
from what they do.

@jonoalderson
“Hey Alexa, can you renew my
car insurance?”

@jonoalderson
This is what modern digital
marketing looks like.

@jonoalderson
So, what’s next?

@jonoalderson
I’m not sure. Sorry.

@jonoalderson
I do know that...
This is radical, challenging.

@jonoalderson
I do know that...
Early adopters will win.

@jonoalderson
I do know that…
Early adopters will win are already winning.

@jonoalderson
I do know that...
Current models will fail.

@jonoalderson
I do know that...
Brand is everything.

@jonoalderson
And, practically?

@jonoalderson
#1
Familiarise yourself with the
technologies which are changing
the web.

@jonoalderson
#2
Consider how this is changing
consumer expectations and
behaviour.

@jonoalderson
#3
Prepare for a world where marketing will
need to influence inferred preference.

@jonoalderson
#4
Start to optimise for experiences
which fulfil a brand promise.

Digital Marketing is Dead: Survival Tips for What Comes Next

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Digital Marketing is Dead: Survival Tips for What Comes Next