DIGITAL MARKETING: THE FUTURE
ART DIRECTORS CLUB - BERLIN OCT 08
clickadvisor
insight for innovation
paul.marsden@clickadvisor.com

Your Salary Salt Cubes
Sea Squirts Lake Wobegon

?
YOUR 2009
SALARY ?
FIRST, LET’S TALK ABOUT YOUR SALARY:
UP OR DOWN NEXT YEAR?

YOU COULD TALK TO A FORTUNE TELLER

YOU COULD TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)

OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION…

WOULD YOU
RECOMMEND
US?
WOULD THEY RECOMMEND YOU?

2003
CLIENT RECOMMENDATIONS DRIVE YOUR FIRM’S GROWTH

CLIENT RECOMMENDATIONS DRIVE YOUR SALARY

Net Promoter Score =
Promoters - Detractors
0 1 2 3 4 5 6 7 8 9 10
Detractor Passive Promoter
“PROPENSITY TO RECOMMEND” LINKED TO GROWTH IN 40+ CATEGORIES

“The most recommended
brand in its category grows
2.5x category average”

“A 12% increase in NPS
correlates to a doubling
of growth”

RECOMMENDATION RATES: THE CFO-FRIENDLY MARKETING METRIC

THIS SPACE
FOR HIRE
RECOMMENDATION MEDIA IS MARKETING’S MOST POWERFUL MEDIA

DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER

IT’S A SMALL
WORLD
BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER

SO HOW CAN DIGITAL DRIVE RECOMMENDATION MEDIA?

WE NEED TO UNDERSTAND WHY PEOPLE RECOMMEND

70% OF RECOMMENDATIONS ARE DRIVEN BY AN EXPECTATION-BEATING
PRODUCT EXPERIENCE

“50% of people who say
they would recommend,
haven’t yet recommended”
SOURCE WEBER SHANDWICK 2008
A NEW ROLE FOR DIGITAL: ACTIVATING ADVOCACY

ACTIVATING ADVOCACY BY HELPING FANS
ARTICULATE THE REASON TO RECOMMEND

ACTIVATING ADVOCACY BY HELPING FANS
ARTICULATE THE REASON TO RECOMMEND

e
Lak on
g
obe t
W ec
Eff
THE LAKE WOBEGON EFFECT

e
Lak on
g
obe t
W ec
Eff
80% of CEOs believe their firm
offers a superior product…
THE LAKE WOBEGON EFFECT

e
Lak on
g
obe t
W ec
Eff
80% of CEOs believe their firm
offers a superior product…
…8% of their
customers agree
THE LAKE WOBEGON EFFECT

DIGITAL AS A VALUE-DELIVERY PLATFORM
BEATING EXPECTATIONS BY ADDING VALUE TO THE PRODUCT PROPOSITION

DIGITAL AS A VALUE-DELIVERY PLATFORM
BEATING EXPECTATIONS BY ADDING VALUE TO THE PRODUCT PROPOSITION

THE SEA SQUIRT IMPERATIVE: SOLVE PROBLEMS OR EAT YOUR BRAIN

DIGITAL AS INNOVATION PLATFORM
BEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER

DIGITAL AS INNOVATION PLATFORM
BEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER

DIGITAL AS INNOVATION PLATFORM
BEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER

IT’S A LONG WAY FROM SCREEN-SPAM AND BROCHURE-WARE:
AND WE DON’T HAVE ALL THE ANSWERS YET...

WHATEVER YOU DO,
MAKE SURE IT’S WORTH
TALKING ABOUT

paul.marsden@clickadvisor.com clickadvisor
insight for innovation

About Clickadvisor
★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing
technology to help brands do market-led innovation
★ Instead of running traditional groups and interviews, we uncover needs,
opportunities and solutions using online idea and design contests
★ Innovation Idea Contests
★ Trendspotting Contests
★ Brand Naming Contests
★ Pack/Cover Design Contests
★ Our idea and design contests help brands do collaborative innovation, delivering
creative insight fast and cost-effectively
clickadvisor
insight for innovation

About the Speaker
Paul Marsden is director at clickadvisor.com, a digital insight agency
specialising in innovation
An experienced market researcher, career highlights to date include:
★ Product management, sales and market research at Astra Zeneca
★ PhD in social psychology (social influence) - development of online
research tool featured in The New Scientist
★ Led London School of Economics team validating the link between
brand advocacy and sales growth - worked on innovation research
projects for BBC, LVMH, Nokia, Economist, and Unilever
★ Co-founded two successful digital marketing agencies (Spheeris (online
communication) and Brainjuicer (online research))
★ Co-authored popular business book ‘Connected Marketing’
Paul’s latest venture, clickadvisor.com, helps brands do collaborative
innovation through brand-sponsored idea and design contests
clickadvisor
insight for innovation

Flipside
A reformed bodybuilder, Paul is a diving
fanatic and a qualified divemaster
clickadvisor
insight for innovation