Lead conference november 2014

1Leading our Industry since 1999Confidential
Where Does the Real Power of
Technology Reside?

I. StartSampling – My Bias (in 1 page)
II. Change … Data … Speed … Choice …
III. The stage is set … marketing is moving
IV. What we in marketing are doing …
V. The ‘Marketing Market’ Predictions …
VI. Marketing 2015 and beyond, a simple twist ….
OBJECTIVE:
Provide a human perspective in speaking about
marketing in the new social technology world of 2014

Larry’s bias, his “Day Job”
Who is StartSampling?
Since 1999, StartSampling has established itself as a leader for mailed sampling efforts reaching
people digitally. Our unique infrastructure creates a “one-stop” shop enabling brands to sample their
products effectively in our new reality.
Working with wonderful clients …
.. And their retailer partners ….
… across the Digital Sampling ecosystem

Old Reality (1955)

Change, real and lasting

Others have suggested he SHOULD have said: "23
Exabyte's of information was recorded and replicated in
2002. We now record and transfer that much information
every 7 days." - August 2010, (math ~1,200 Exabyte’s/year)
"There was 5 Exabytes1 of information created between
the dawn of civilization through 2003, but that much
information is now created every 2 days, and the pace is
increasing.“
Google CEO Eric Schmidt Aug 2010
Data explosions …
@ incomprehensible scale
1Exabyte = 1,000,000,000,000,000,000 bytes

This graph nearly
matches data
growth
Two thirds of all
‘digital data’ is
created by PEOPLE
2000% increase in
global data by 202.
Data being created…
@ an incomprehensible scale AND speed

Announcing
The White
Smoke ….
New Pope ….
Change, real and lasting

Source: (left)“The Content Marketing Imperative” (Right) Internet Meme
Michael Brenner- NewsCred – Head of Strategy
We, the People, are struggling …

Source: “The Content Marketing Imperative” Michael Brenner- NewsCred – Head of Strategy
We, the People, are changing !

We, the People, WAIT … what?

We, the People, OVERWHELEMED

People’s real power …

Google Trends “Big Data”
Data Source: Google Trends ( http://www.google.com/trends/explore#q=Big%20Data)
Google Trends “Omni Channel”
Data Source: Google Trends http://www.google.com/trends/explore#q=Omnichannel
We, the industry, respond
100 = Interest peak
Try to
understand
How to
react?

Enough !

The “Internet of Things” / 50 billion “sensing” devices
Data … transparency to wants and needs
NOT limited to “Marketing Data”

“In 2014, big data will finally be put to good use as
marketers stop waiting for insights to reveal themselves and
start finding actionable paths through the information. This
effort will affect channels across the marketing ecosystem,
further breaking down the siloes that separate interactive
and traditional marketing vehicles.”
… Melissa Parrish,
Research director and principal analyst at Forrester
Marketing “Market” predictions …

The Conversation Prism (Brian Solis)
2009 (right) to 2013(left) … dropped 122 services & added 111
Marketing @ baffling complexity

So many choices …
Marketing @ baffling complexity
SOURCE: “Marketing Technologist as Marketing Transformation Sherpa” Shawn Goodin,
MarketingTransformation.org, shawn@marketingtransformation.org •@MarTransOrg •#BeTheChange

Mary Meeker
May 28, 2014
kpcb.com/InternetTrends
Why so much activity? Follow the money …

3 Customer Experience Matrix, Raab and Associates 2014
4. Data Management Drives Marketing Automation Platform Value for Best-in-Class, Aberdeen Group 2013
Source: 2014 NetProspex Annual Marketing Data Benchmark Report
We are scrambling … People have moved far,
far faster than we, in big business, can.

YET, inside our (CPG) companies …

YET, inside our CPG companies …
This key transformation is only “underway”
Change of perspective is NEVER easy “at scale”

Source: “Keeping up with the Omnichannel consumer “ Christopher W. Ferrel
The Richards Group. CHPA Market Exchange September 2014
YET, inside our CPG companies …
We suffer from inertia and success

In the “age of the customer,” all activities must start and end with the
customer — effectively communicating in a timely and relevant way.
Winning organizations will be the ones that harness the full range and
breadth of data available to them to become customer-obsessed in every
facet of their business, whether it be marketing, product
design, or customer experience.
Source: “Competitive Strategy In The Age Of The Customer: Only Customer-
Obsessed Companies Can Survive Disruption,” Forrester Research, Inc., June 6,
2011.
Marketers consider targeting and measurement across channels, formats,
and devices at the person level to be “the holy grail” of marketing.
Source “The Future Is Cross-Channel 1:1 Marketing At Scale”, Forrester
Research September 2013

Source: “Make Marketing Thrive In The Age Of The Customer”
Sheryl Pattek, Vice President, Principal Analyst Serving Chief Marketing Officers

Source: “Keeping up with the Omnichannel consumer
“ Christopher W. Ferrel The Richards Group. CHPA
Market Exchange September 2014
We get “she” is at center of all – but not in our corporate structures!

Source: “Engaging the Selective Shopper” Catalina 12/6/13. Study tracked 32 million shoppers
who spent over $55 billion across 9,968 U.S. grocery stores, 52-weeks ending June 30, 2013.
Grocery Average of
35, 372 UPC’s/ store
Average Person buys 260
Humans are NOT “consumers”
We are each UNIQUE
Today’s reality – all this “choice” makes us able
to choose … and we DO, each of us differently

Humans are NOT “consumers”
We are each UNIQUE
Yet, we still buy a LOT of
“mass” media on gross
demographic targets -
inefficient at best.
Source: “Deconstruction Demographics, Version 2” Catalina 2013.
Study not ‘definitive’ in my mind, but worrisome none the less..

“It is not content that is rare. It is not compelling
content that is rare. It is time that is rare. Who
can curate, combine, and help us discover this
content so that we can make the most of our
time? Who can get us things at the right time,
just not real time?”
But what about PEOPLE?
What do we want?

Published in August 1993 - over 2 decades ago
“One TO One” became the mantra … now 1:1
History is informative

“We think about our content platform as a
performance engine driving agile marketing, and an
engine that allows us to enable experiences and drive
effectiveness. Whereas most of our peers are using
programmatic media to drive efficiency, we view
efficiency as a benefit but not the goal.”
Source – Ad Age September 23, 2014
Bob Rupczynski, VP-Media and Consumer Engagement, Kraft NA
“Marketers consider targeting and measurement
across channels, formats, and devices at the person
level to be “the holy grail” of marketing.”
Source “The Future Is Cross-Channel 1:1 Marketing At Scale”, Forrester
Research September 2013
At the “Person Level” Matters
Kraft making real strides …

Consider a simple shift …
A simple twist ….
Digital disruption has happened and will continue
People are overwhelmed in the daily cacophony
People desire recognition as an individual
… from Marketing ‘One TO One’/ 1:1

Consider a simple shift …
A simple twist ….
Digital disruption has happened and will continue
People are overwhelmed in the daily cacophony
People desire recognition as an individual
… from Marketing ‘One TO One’/ 1:1
… To Marketing ‘One BY One”
 Treat each person as the unique human they are
 Change entire company focus to meet THEIR needs
 Learn from every interaction how to improve that focus
 Be human and real … @ Scale …..

APPENDIX
Privacy – Reality & FTC Discussion
Coupons – Use as incentives

“Privacy” remains a major issue in the marketplace today … horribly
misunderstood, shouted by misinformed media … threats of data used for
evil intent, knowing too much, etc. Be aware, be transparently smart
Data & Privacy
Following the Fear…

Data Brokers
A Call for Transparency and Accountability
May 2014
Federal Trade Commission
Statement of Commissioner Julie Brill
May 27, 2014
[H]e that filches from me my good name
Robs me of that which not enriches him,
And makes me poor indeed.
– William Shakespeare, Othello
Data brokers gather massive amounts of data,
from online and offline sources, and combine
them into profiles about each of us. Data brokers
examine each piece of information they hold
about us – where we live, where we work and how
much we earn, our race, our daily activities (both
off line and online), our interests, our health
conditions and our overall financial status – to
create a narrative about our past, present and
even our future lives.
Data and Privacy
The FTC, not “OK” with todays practices
Watch for action here!

.. and what do we tend to do, once we learn so much about our
customers; “Well. Let’s send them a coupon” ….
First Half 2014 – Distribution
171 Billion - +1.8%
111 Billion (non-food) +5.7%
60 Billion (food) - 4.9%
Source: NCH Marketing Services, Inc. Mid-Year 2014 Coupon Facts Report
CPG Behaviors
Not exactly “ideal”

Source: NCH Marketing Services, Inc. Mid-Year 2014 Coupon Facts Report
CPG Behaviors
Not exactly “ideal”
Why? Because we do get a massively more efficient
redemption, moving more cases …
Aside from on pack,
digital strong and
growing – but is this
what we really want?

Lead conference november 2014

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