Impatience is a Virtue discusses how audiences with access to search engines remember where to find information rather than specific details, requiring smarter marketing strategies. These strategies should focus on creativity, being customer-centric, innovative technology, and expanding opportunities. Successful strategies utilize the right messaging tailored to people, places, times, and channels by leveraging various data sources to improve targeting.

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Impatience is a Virtue
How Restless Audiences Demand
Smarter Marketing Strategies
Luke Judge
Managing Director, NMPi
@LukeJudge

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Audiences with access to search
engines are more likely to
remember where to find
information, but less likely to
remember specific information
-Columbia University (2011)

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Creativity
Data Intent
B
Being customer centric
A
Innovative use of technology
C
Extending reach and opportunity
Right People Right Place Right Moment Right Message

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Creativity
Data Intent
B
Being customer centric
A
Innovative use of technology
C
Extending reach and opportunity
Right People Right Place Right Moment Right Message

8. 7
Right People Right Place Right Moment Right Message
1st Party Data
3rd Party Data
Channel
Placement
Phasing
Ad scheduling
Demographic data
Psychographic data
Previous purchasers
In-market for a new bike
Paid Search
Google Shopping
Pay day
5-9pm
Gender
Offer-driven

9. Thank You!
@LukeJudge
Tel : +44 (0)20 7186 2100
Fax : 020 7186 2100
3 Suncourt House,
18-26 Essex Rd
London N1 8LN