Making Digital Marketing More Human
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These slides are from James Caig's talk at the October 2016 Digital Gaggle Conference. James is Head of Strategy at True Digital, an award winning Digital Marketing Agency based in Bristol. Talk summary: As technology proliferates, making sure your brand still feels human can give you competitive advantage. But it’s not always easy. Digital marketing increasingly feels like it keeps customers at arm’s length, and as your business gets bigger it’s hard to maintain a personal touch. In this talk James will explore these challenges and propose some ways to keep your brand connecting with people as its world turns digital.
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Making Digital Marketing More Human
- 1. @jamescaig Head of strategy, True
- 2. How many people check their phones within 5 mins of waking? Source: Deloitte, Game of Phones 2015
- 3. How many people check their phones within 5 mins of waking? 53% Source: Deloitte, Game of Phones 2015
- 4. How many people people put their phones down 5 mins before sleep? Source: Deloitte, Game of Phones 2015
- 5. How many people people put their phones down 5 mins before sleep? 28% Source: Deloitte, Game of Phones 2015
- 6. Source: Ofcom 2015 Communications Market Report 9 hours and 54 minutes
- 7. Source: Ofcom 2015 Communications Market Report 20 hours and 30 minutes 9 hours and 54 minutes
- 9. http://www.forbes.com/sites/christinecrandell/2015/08/26/adobe-study-finds-email-is-an-addiction/#3c59d6704238 28% find it annoying they have to read the entire email 21% find it annoying to wait for images to load
- 15. 20% more touch points annually. Source: McKinsey 2015
- 16. “Digital isn’t just IT anymore. It isn’t just marketing. It’s a slice across the business.”
- 23. Human Tools Human Metrics Human Experience
- 24. Human Tools Human Metrics Human Experience
- 25. What really counts? Worries and aspirations? What do they hear around them? Who influences the audience? What are others saying? What do they see around them? What is their environment? Attitude Behaviours THINK & FEEL HEAR SAY & DO SEE
- 26. Mel Alex PERSONALITY CHALLENGES EMOTIONAL FUNCTIONAL GOALS CONSIDERATIONS • Needs clarity – contract, detail • Risk averse • Understands sector as critical to factory success Works with Factory Manager • Defers to food quality team to gauge the level of risk • Balancing factory standards with costs • Needs team to stay on top of regs • Cost reduction • Explicit contracts, no hidden costs • Evidence of service capability • Hard to give clarity • 3-4 companies who are suitable • Starts with assessment Food processing Role: Procurement Specialist experience aids her in comparing & negotiating with suppliers Richard, Procurement Manager Similar needs to
- 30. Human Tools Human Metrics Human Experience
- 33. 15% drop in bounce rate on adopting continuous scroll
- 34. Technology is trying to keep us busy.
- 35. Technology is trying to keep us busy. Because technology’s primary metric is the time we spend with it.
- 37. “Ocado is a time travel business. We give back our customers the time that they would have spent traipsing around a supermarket” Paul Clark, Ocado CTO
- 38. 1x = €7.95 2-3x = €4.95 >3x = €1.95
- 42. Human Tools Human Metrics Human Experience
- 46. “Making perfectly targeted ads appears to be much harder than it sounds. Most digital ads are clumsy and annoying, and easily ignorable. Information about consumers is not the same as insight into human beings. The more fundamental problem with micro-targeting is that for big brands, advertising has never really been about messages, even if brand owners never quite realised it. It is about the creation of shared memories, triggered at the point of purchase.”
- 48. Hidden charges at checkout 41% Having to register before buying 29% Unclear delivery details 11% Lengthy checkout process 10% Phone number not provided on website 8% Other 1% Why do people abandon checkout? http://www.brainsins.com/en/blog/psychology-ecommerce-checkout/3751
- 49. Admit your human flaws http://www.thedrum.com/opinion/2016/09/21/the-power-honesty-advertising-and-why-your-brand-should-flaunt-its-flaws
- 52. Human Tools Human Metrics Human Experience
- 53. The essence of being human is that one does not seek perfection. George Orwell
Editor's Notes
- Recognize this, I know I do. Tied to screens, perhaps against our will at times
- Ofcom – time online doubled 2005-14. Econsultancy – look at our phones 90x a day.
- And we think digital should make a bigger contribution to your business. Ways of working that reflect the diffferent needs of your business. Brief in context. Partnership over time and deliverables. Expect more of each other – multiple formations and responsibilities.
- Best services bring human and data and value to life. Make life better, make interaction easier.