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The Future of Marketing is Less Advertising
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Strategic Operations, Digital Marketing and B2B Events Executive; Adjunct Professor à MediaPost26 Apr 2016•0 j'aime•382 vues
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The Future of Marketing is Less Advertising
26 Apr 2016•0 j'aime•382 vues
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Human instinct tells us more is better—which usually ends up not being the case as the law of diminishing returns typically prevails. And so it goes for brands fighting the daily share battle against competitors armed with massive marketing budgets that simply cannot be matched. While challenger brands may want to fight “fire with fire,” flooding the market with louder and more intrusive advertising impressions will actually have the opposite effect. What's a challenger brand to do? Compete on what actually matters to consumers: customer experience.
MediaPostSuivre
Strategic Operations, Digital Marketing and B2B Events Executive; Adjunct Professor à MediaPostPublicité
The Future of Marketing is Less Advertising
- The future of marketing is less advertising. MIKE PROULX @McProulx
- 1415
- 5 to 1
- ⬆️ 🔁 + 🙇 ✈️ = 😠
- Source: eMarketer // March, 2016 Millennials (19-25) Millennials (26-32) Gen X (33-49) Baby Boomers (50-68) Seniors (69+) Teens (14-18) Use of Ad Blocking Software (U.S.) 28% 40% 37% 24% 24% 13%
- 50% of ALL americans Source: Millward Brown // April, 2016
- Source: Integral Ad Science // Feb, 2016 Germany UK US Australia France Viewability Rates 54% 53% 50% 45% 42%
- 55% are NEVER seen
- Source: eMarketer // 2015 Banner Ad Spending (U.S. - Billions) $10.53 2014 2015 2016 2017 2018 $11.87 $13.74 $15.11 $16.59
- Do more with less.
- SPOILER ALERT
- Source: Deloitte // March, 2016 TV Ad Social Media Friends Online Review Social Media Ads Video Game Ads Family & Friends Buying Decision Influence 78% 63% 57% 52% 36% 32% Celebrity 30%
- WOM
- CUSTOMER EXPERIENCE
- A customer’s perception of their interactions with brands. Source: Forrester Research
- 😡 vs. 😊 vs. 😍
- Source: U.S. Office of Consumer Affairs
- Source: U.S. Office of Consumer Affairs
- Source: Forrester Research 6-Year Stock Performance of Big Brands +43% CX Leaders 2018 +14.5% -34% CX Laggards S&P 500
- More marketers will interact with customers via tech + personalization vs. advertising. Source: The Economist // April, 2016 2020
- MARKETERS Source: IBM Econsultancy Study CONSUMERS VS. “Personalization is critical.” “You don’t get me.” 90% 80%
- MARKETERS Source: IBM Econsultancy Study CONSUMERS CX GAP
- MARKETERS Source: IBM Econsultancy Study CONSUMERS
- BRANDS
- CMOs ❤️ CIOs.
- AGENCIES
- PUBLISHERS
- CONSUMERS
- Skip Ad
- Thanks! MIKE PROULX @McProulx
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