the future of marketing is less advertising
TRANSCRIPT
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The future of marketing is less advertising.
MIKE PROULX @McProulx
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1415
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5 to 1
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⬆️ 🔁 + 🙇 ✈ ️= 😠
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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%
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50%of ALL americans
Source: Millward Brown // April, 2016
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Source: Integral Ad Science // Feb, 2016
Germany
UK
US
Australia
France
Viewability Rates
54%53%
50%45%
42%
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55%are NEVER seen
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Source: eMarketer // 2015
Banner Ad Spending (U.S. - Billions)
$10.53
2014 2015 2016 2017 2018
$11.87$13.74
$15.11$16.59
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Do more with less.
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SPOILER ALERT
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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%
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WOM
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CUSTOMER EXPERIENCE
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A customer’s perception of their interactions with brands.
Source: Forrester Research
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😡 vs. 😊 vs. 😍
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Source: U.S. Office of Consumer Affairs
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Source: U.S. Office of Consumer Affairs
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Source: Forrester Research
6-Year Stock Performance of Big Brands+43%
CX Leaders
2018
+14.5%
-34%
CX Laggards
S&P 500
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More marketers will interact with customers via tech + personalization vs. advertising.
Source: The Economist // April, 2016
2020
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MARKETERS
Source: IBM Econsultancy Study
CONSUMERS
VS.
“Personalization is critical.” “You don’t get me.”
90% 80%
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MARKETERS
Source: IBM Econsultancy Study
CONSUMERS
CX GAP
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MARKETERS
Source: IBM Econsultancy Study
CONSUMERS
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BRANDS
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CMOs ❤️ CIOs.
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AGENCIES
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PUBLISHERS
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CONSUMERS
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Skip Ad
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Thanks!
MIKE PROULX @McProulx