the wow of now (dr. paul marsden, syzygy group)
TRANSCRIPT
Title Textthe wow of nowDr Paul Marsden
Consumer Psychologist SYZYGY@marsattacks
THE FUTURE OF REAL-TIME MARKETING
Now, here’s a test psychologists like to run. The Marshmallow Test
https://vimeo.com/5239013
Marshmallow Test can predict success and wellbeing better than education, IQ or socio-economic background
09:32Tuesday 16 June
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The smartphone is a digital marshmallow
09:32Tuesday 16 June
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The adult marshmallow test
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09:32Tuesday 16 June
slide to unlock⟩
The adult marshmallow test
=#nomophobia
Fear of having no mobile phone?
Technology is shifting our expectations and our minds to crave instant gratification and immediate satisfaction
The attention deficit in marketing and beyond
1980 1985 1990 1995 2000 2005 2010 2015
Attention Deficit Disorder vs Mobile Phone Penetration
Age of impatience and attention deficit means average attention span has dropped 30% since 2000 to just 8 seconds
Conversion drops 1% every 100 millisecond wait
40% leave if it takes more than 3 secs to load #BufferFace
43% abandon emails if they take more than 30 seconds to read
32% tune out if you don’t make your point in less than 15 seconds
74% lose interest in presentations if the key point is not made in first minute
Key Point AlertMarketing Success Means #FastMarketing
Key Point AlertMarketing Success Means #FastMarketing
#N wEconomye
Key Point AlertMarketing Success Means #FastMarketing
#N wEconomyo
The good news is that people will pay not to wait #FastPass
Marketing is about giving people a #FastPass to what you sell Marketing is about giving people a #FastPass to what you sell
Marketing is about giving people a #FastPass to what you sell Marketing is about giving people a #FastPass to what you sell
Digital is not about technology, it’s about our need for speed
Hook up apps deliver against our need for fast sex
Twitter caters to our need for fast news
1-touch checkout delivers against our need for fast shopping
We are ‘Generation Now’ and we Carpe the tech out of Diem
Now Generation. Black Eyed Peas. We are the now generation We are the generation now This is the now generation This is the generation now I want money I want it want it want it Fast internet Stay connected in a jet Wi-fi, podcast Blasting out an SMS Text me and I text you back Check me on the iChat I'm all about that h t t p You're a PC I'm a Mac I want it Myspace in your
space Facebook is a new place Dip divin' socializin' I'll be out in cyberspace Google is my professor Wikipedia checker Checkin my account Loggin in and loggin out Baby I want it.. Now! This is the now generation This is the generation now We are the now generation I want I want I want it now I want the cold hard cash I want I want I want it now And I just can't wait I need it immediately And I just can't wait I want it immediately Cause time can't wait and I sure can't
wait I ain't got no patience I sure can't wait We are the now generation We are the generation now This is the now generation This is the generation now I want money I want cold hard cash I'll take your dollar and your euro And you'll have a blast So take your day and your credit And stick it up your ass And do it now! I want it now! Big money, give me mo' money Yeah I want it
now! I need cash oh I need it bad I want it now! Quick in a hurry Like your name is Flash I want it now! You make me wait? And I m'a whip your ass I want it now! I want it now baby! Now! I want it Now! I want it Now! Now Fast, rapido Really quick like torpedo Need for speed is my
credo You need to feed this negrito Sender, buyer, brother boat Rapid like a thunder bolt Activated rock the boat Just ask Barack who broght the hope to Now! It was a now generation And I just can't wait I need it immediately And I Just can't wait I want it immediately Cause if
time can't wait then I sure can’t wait I ain't got no patience No I just can't wait Not again Expedite No time for procrastination Expedite Improve my sensation
What your job is really about…Making things faster and easier for people #ConvenienceTech
The Real Digital MissionMaking things faster and easier for people #ConvenienceTech
The big question…
How can we save people time
and effort?
Psychology can help…Is your current relationship worth the time and effort?
Together Forever?5:1 Rule
Fast Marketing for Generation NowMore about psychology than technology?
Impulse Insight #1 Present brand as making people instantly feel good
Impulse Insight #2 Present brand as offering instant good value
Impulse Insight #3Present brand as helping people instantly look good
Impulse InsightPresent brand as helping people instantly look good
Look GoodFeel GoodGood Value
But what about strategy?
#RedPill or the #BluePill Strategy
#RedPill or the #BluePill Strategy
#BluePillDo what you used to do, just faster
#BluePillFaster Messaging ➝ More Clutter
#BluePillFaster Messaging ➝ Powered by Surveillance Tech & Automation
Cookies / IDsBeacons
#BluePill Faster Messaging ➝ #newsjacking
#BluePill Faster Messaging ➝ #newsjacking
#BluePillFaster Messaging ➝ #VanityMetrics
“… that tweet didn’t sell a single extra Oreo” Seth Godin
#BluePillFaster Messaging ➝ #LandfillMarketing
#BluePillFaster Messaging ➝ #LandfillMarketing
#BluePillFaster Messaging ➝ #LandfillMarketing
#RedPillFaster Servicing
#RedPillFaster Service?
#RedPill Faster Servicing of our Information Needs
#RedPillFaster Servicing of our Information Needs
1. Processing your order
2. With the factory
3. Build week confirmed
4. Build in progress
5. In transit 6. Arrived in UK 7. Nearly there
Today 15:49
Delivered
#RedPill Faster Servicing #OnDemand
#RedPill Faster Servicing#OnDemand #Unicorn
#RedPill Faster Servicing#OnDemand #Unicorn #Germany
#RedPill Faster Servicing#ConvenienceTech
#RedPill Faster Servicing#Uberfication of Everything
#RedPill Marketing as a Service‘Help Me, Right Here, Right Now’
Time is relativeReal time means ‘my time’So real time marketingMeans ‘on-demand marketing’
#RedPill or the #BluePill Strategy?Choose NOW
Faster Servicing vs Faster Messaging
Thanks from @marsattacks…and don’t forget your marshmallow
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