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Digital Marketing Live! 2019 - Jonas de Cooman - Should you win the attention war?

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Jonas de Cooman - Spott @ DML 2019

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Digital Marketing Live! 2019 - Jonas de Cooman - Should you win the attention war?

  1. 1. Should you win the attention war? Jonas De Cooman
  2. 2. * http://www.telegraph.co.uk/science/2016/03/12/humans-have-shorter-attention-span-than-goldfish-thanks-to-smart/ A Goldfish kicks our ass! average human attention span  2000 2018 9 seconds 12 seconds 8 seconds
  3. 3. When information becomes abundant
  4. 4. Attention becomes the scarce resource
  5. 5. Attention becomes the Object of Competition
  6. 6. How do we win the competition for attention?
  7. 7. We all know these templates …
  8. 8. Industrialized, adversarial persuasion
  9. 9. the ‘attention economy’
  10. 10. The attention economy is not on your side
  11. 11. A proactive appeal for a resource of value made in a way that overrides the dominant design goals for information delivery in that medium. Let us rethink “marketing”
  12. 12. Reverse engineer attention.
  13. 13. Give attention
  14. 14. Give attention by shifting the focus to intention
  15. 15. Source: McKinsey&Company - Oct 2015 The change is NOW from managing attention, products & brands to actively managing customer journeys & intentions
  16. 16. Modified: Daniel Michelis (2011) From Attention to Intention, from Red Ocean to Blue Ocean “Attention” Marketing “Intention” Marketing
  17. 17. The change is NOW “Products talk to the reason” “Brands belong to the heart” Modified: Daniel Michelis (2011) “Attention” Marketing “Intention” Marketing
  18. 18. We fall in love with brands the exact same way we do with people
  19. 19. “ATTENTION” MARKETING Reach Driven ATTRACT OWN ARENA 1
  20. 20. PROBLEM 1 - POOR ACTIONABILITY WOW, I FEEL INSPIRED… WHERE DO I GO NEXT? 1
  21. 21. “ATTENTION” MARKETING COMPETITIVE ARENA Reach Driven ATTRACT ENGAGE OWN ARENA 1 2
  22. 22. PROBLEM 2 - COMPETITIVE ARENA ONLINE SEARCH LEADS CONSUMER TO COMPETITIVE ARENAS 2
  23. 23. “ATTENTION” MARKETING COMPETITIVE ARENA Reach Driven ATTRACT ENGAGE OWN ARENA 1 2 3
  24. 24. PROBLEM 3 - WHICH CONTENT DROVE THE ACTION? 3
  25. 25. “ATTENTION” MARKETING COMPETITIVE ARENA Reach Driven ATTRACT ENGAGE OWN ARENA CONVERT 1 2 3 4
  26. 26. PROBLEM 4 - NO CONSUMER DATA THIRD PARTY PLATFORMS WILL GET YOU A SALE BUT NO CONSUMER DATA 4
  27. 27. TRADITIONAL MARKETING COMPETITIVE ARENA ATTRACT ENGAGE OWN ARENA CONVERT 1 2 3 4 MOMENTUM LOSS COMPETITION COST NO CONSUMER DATA ROI BLINDNESS
  28. 28. “ATTENTION" MARKETING “INTENTION" MARKETING Competitive Arena or RED Ocean Own Ecosystem or BLUE Ocean Think in CAMPAIGNS Think ALWAYS ON PASSIVE Experience ACTIVE Experience Consumer is COW Consumer is CAT PUSH Marketing PULL Marketing REACH Driven INTENT Driven The change is NOW
  29. 29. Own Your Consumer Journey COMPETITIVE ARENA Reach Driven ATTRACT ENGAGE OWN ARENA CONVERT ATTENTION MARKETING INTENTION MARKETING COMPETITIVE ARENA Intent Driven ATTRACT ENGAGE OWN ARENA CONVERT
  30. 30. FLAWLESS consumer journey
  31. 31. CONTEXTUAL consumer journey
  32. 32. The “ 1 second” Customer Journey INSPIRING & INSTANT consumer journey
  33. 33. FULLY OWNED consumer journey Make sure you control your consumer journey
  34. 34. FLAWLESS, CONTEXTUAL, INSTANT & INSPIRING, FULLY OWNED consumer journey
  35. 35. FLAWLESS, CONTEXTUAL, INSTANT & INSPIRING, FULLY OWNED consumer journey
  36. 36. 1. Augment content actionability 2. Measure its intentional power 3. Master your consumer journey 4. Harvest consumers instead of purchases How to win with Intentional Marketing ?

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