Speaker: Saad Sohail, Global Digital Marketing Manager

1. DIGITAL NOISE
Curating customer journeys in an attention economy
Nov 2016, Amsterdam

2. 2
1. About me
2. Conventional Campaigns
3. Digital: How noisy is it really?
4. The Attention Economy
5. What Now?
Contents

3. 3
About Me
1. Corporate hat
– BIGGEST brand in logistic
– Present in more countries than UN
– Massive operations, scale
– Audience:
– 1st level: Marketeers
– 2nd level: Customers
Can you guess what this
map represents?
2. Start-up hat
 Unused Kilos
 Co-Create

4. 4
DIGITAL NOISE
Curating customer journeys in an attention economy

5. 5
Conventional Methods
• Push strategies
– Campaign thinking
e.g. Global Sales Campaigns
• Pull strategies
– Overt value creation
e.g. Benchmark your business

6. 6
Conventional Methods: Push
Email
SEA
Web Banner
Landing Page

7. 7
Conventional Methods: Pull

8. 8
Conventional Methods: Future
• Customer acquisition has become a science!
– Blue button vs. red button
– Emailing at certain times of the day/week
– Audience profiling

9. 9
Conventional Methods: Future
• Customer acquisition vs. Customer retention
– Brand before transaction
• Importance of a brand
– CONTEXTUAL RELATIONSHIP matters
– Humanize your brand
• DHL has been front and center with this strategy
Case in point: power of global trade campaign
Visit powerofglobal.trade for more informaiton!

10. 10
DIGITAL: How noisy is it really?

11. 11
DIGITAL: How noisy is it really?

12. 12
DIGITAL: How noisy is it really?

13. 13
DIGITAL: How noisy is it really?
• Deficiencies on UI and CX
– Case of Adblock Plus
– Badly designed door handles
• Insane amounts of digital channels
– Culture of mass attention deficit
*Info graphic grabbed from wersm.com/
For a live counter, check out http://www.internetlivestats.com/

14. 14
DIGITAL: How noisy is it really?

15. 15
DIGITAL: How noisy is it really?
* This is not even 10% of our overall digital presence

16. 16Presentation title | Location | xx Month 20xx
The Attention Economy: Huh?
We are witnessing a fundamental shift in our culture.
Human attention is a scarce commodity.
Lets get REAL
• Demand TV
• Call vs. message
• Credit card
• Facebook sign ups
• Banner ads
• Email marketing

17. 17
What Now?
Two take aways (nothing more)
• Small community operations in a global economy
• Social is not a distribution mechanism
BUT, if your content is insanely good, it will catch on regardless of this.
Case in point:
Viral content set up by JvM Necker
Disclaimer: This campaign was set up by the
agency as an internal competition and works off
of DHL’s brand value within the German market.

18. 18
Look forward to having a conversation with you all. Feel free to drop me a line,
saad.sohail@dhl.com
THANK YOU