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.

1. The future of marketing
is less advertising.
MIKE PROULX
@McProulx

2. 1415

7. 5 to 1

14. ⬆️ 🔁 + 🙇 ✈️ = 😠

15. 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%

16. 50%
of ALL americans
Source: Millward Brown // April, 2016

17. Source: Integral Ad Science // Feb, 2016
Germany
UK
US
Australia
France
Viewability Rates
54%
53%
50%
45%
42%

18. 55%
are NEVER seen

19. Source: eMarketer // 2015
Banner Ad Spending (U.S. - Billions)
$10.53
2014 2015 2016 2017 2018
$11.87
$13.74
$15.11
$16.59

20. Do more with less.

22. SPOILER ALERT

23. 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%

24. WOM

25. CUSTOMER
EXPERIENCE

26. A customer’s perception of
their interactions with brands.
Source: Forrester Research

27. 😡 vs. 😊 vs. 😍

28. Source: U.S. Office of Consumer Affairs

29. Source: U.S. Office of Consumer Affairs

30. Source: Forrester Research
6-Year Stock Performance of Big Brands
+43%
CX Leaders
2018
+14.5%
-34%
CX Laggards
S&P 500

31. More marketers will interact with customers
via tech + personalization vs. advertising.
Source: The Economist // April, 2016
2020

32. MARKETERS
Source: IBM Econsultancy Study
CONSUMERS
VS.
“Personalization is critical.” “You don’t get me.”
90% 80%

33. MARKETERS
Source: IBM Econsultancy Study
CONSUMERS
CX GAP

34. MARKETERS
Source: IBM Econsultancy Study
CONSUMERS

36. BRANDS

37. CMOs ❤️ CIOs.

38. AGENCIES

40. PUBLISHERS

42. CONSUMERS

43. Skip Ad

46. Thanks!
MIKE PROULX
@McProulx