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Bob Hoffman - Marketers Are From Mars, Consumers Are From New Jersey

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Bob Hoffman - Marketers Are From Mars, Consumers Are From New Jersey

  1. 1. BOB HOFFMAN TYPE A GROUP SAN FRANCISCO, CA TYPEAGROUP.COM
  2. 2. “HOWEVER BEAUTIFUL THE STRATEGY, YOU SHOULD OCCASIONALLY LOOK AT THE RESULTS”
  3. 3. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY
  4. 4. 1. THE DIGITAL DELUSION 2. THE BRAND DELUSION 3. THE AGE DELUSION
  5. 5. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY
  6. 6. KNOWING SOMETHING IS COMPLETELY DIFFERENT FROM THINKING YOU KNOW SOMETHING
  7. 7. “SCIENCE IS THE BELIEF IN THE IGNORANCE OF EXPERTS” RICHARD FEYNMAN
  8. 8. 0 25 50 75 100 US DEPT OF COMMERCE, 2016 RETAIL SALES ON WEB IN A STORE 8% 92%
  9. 9. 0 25 50 75 100 eMARKETER RETAIL SALES ON A SMART PHONE NOT ON A SMART PHONE 1.5% 98.5%
  10. 10. 1. THE DIGITAL DELUSION 2. THE BRAND DELUSION 3. THE AGE DELUSION
  11. 11. “…THE END OF THE ERA OF MASS MARKETING” FORRESTER 2004 THE DIGITAL DELUSION
  12. 12. “…THE :30 SPOT - AT LEAST AS IT EXISTS TODAY - IS EITHER DEAD, DYING, OR HAS OUTLIVED ITS USEFULNESS. TAKE YOUR PICK." JOSEPH JAFFE, 2005 THE DIGITAL DELUSION
  13. 13. SETH GODIN, 2008 “…THE END OF TRADITIONAL ADVERTISING” THE DIGITAL DELUSION
  14. 14. “…THE POST-ADVERTISING AGE IS UNDER WAY” AD AGE, 2009 THE DIGITAL DELUSION
  15. 15. “…THE PRESENT IS APOCALYTIC. ANY HOPE FOR A SEAMLESS TRANSITION - OR ANY TRANSITION AT ALL - FROM MASS MEDIA AND MARKETING TO MICRO MEDIA AND MARKETING ARE ABSURD. THE SKY IS FALLING, WE ARE EXQUISITELY IRRETRIEVABLY FUCKED.” BOB GARFIELD, AD AGE, 2009 THE DIGITAL DELUSION
  16. 16. “ADVERTISING IS DEAD” HUFFINGTON POST THE DIGITAL DELUSION
  17. 17. eMARKETER THE DIGITAL DELUSION
  18. 18. THE DIGITAL DELUSION
  19. 19. HUBSPOT 6 CLICKS PER 10,000 DISPLAY ADS SERVED THE DIGITAL DELUSION
  20. 20. DOC SEARLS, AUTHOR “THE INTENTION ECONOMY” AD BLOCKING: “THE LARGEST BOYCOTT OF ANYTHING IN THE HISTORY OF HUMANITY” THE DIGITAL DELUSION
  21. 21. IMPERVA 52% OF WEB TRAFFIC IS HUMAN THE DIGITAL DELUSION
  22. 22. DR. AUGUSTINE FOU FIREBALL: 30 BILLION FRAUDULENT AD IMPRESSIONS A MINUTE. THE DIGITAL DELUSION
  23. 23. DR. AUGUSTINE FOU FIREBALL: “…FRAUD ON SUCH A MASSIVE SCALE IT IS BEYOND BELIEF.” THE DIGITAL DELUSION
  24. 24. 2016: $7.2 BILLION IN ONLINE AD FRAUD THE DIGITAL DELUSION INTERACTIVE ADVERTISING BUREAU
  25. 25. 2017: $16.4 BILLION IN ONLINE AD FRAUD THE DIGITAL DELUSION JPMORGAN CHASE
  26. 26. THE DIGITAL DELUSION HEWLETT-PACKARD
  27. 27. BY 2025 AD FRAUD COULD BE SECOND LARGEST SOURCE OF CRIMINAL INCOME IN WORLD, AFTER DRUG TRAFFICKING THE DIGITAL DELUSION WORLD FEDERATION OF ADVERTISERS
  28. 28. THE DIGITAL DELUSION
  29. 29. THE DIGITAL DELUSION IN H1 2016, 103% OF NEW ONLINE AD DOLLARS IN U.S. WENT TO GOOGLE & FACEBOOK SALESFORCE
  30. 30. THE DIGITAL DELUSION IN 2016, GOOGLE & FACEBOOK ACCOUNTED FOR 77% OF ALL ONLINE AD REVENUE IN US PIVOTAL RESEARCH GROUP
  31. 31. THE DIGITAL DELUSION PRECISION TARGETING
  32. 32. THE DIGITAL DELUSION “BIG BRANDS NEED REACH, NOT THE DIMINISHING RETURNS OF FINER AND FINER TARGETING” 2012
  33. 33. THE DIGITAL DELUSION “ONE OF THE GREAT BENEFITS OF MASS MARKETING IS THAT IT LACKS PRECISION TARGETING. IT REACHES ALL THE USERS IN YOUR CATEGORY.” 2013
  34. 34. THE DIGITAL DELUSION “DIGITAL IS INCREDIBLY EFFECTIVE AND WE’RE DOING MORE” CEO P&G, 2013
  35. 35. THE DIGITAL DELUSION “ EFFECTIVENESS AND IMPACT OF OUR ADVERTISING SPENDING WILL BE WELL AHEAD OF THE PRIOR YEAR…AN OPTIMIZED MEDIA MIX WITH MORE DIGITAL, MOBILE, SEARCH AND SOCIAL PRESENCE” CFO P&G, 2014
  36. 36. THE DIGITAL DELUSION IN 12 MONTHS, P&G SALES DROPPED 8% ($6 BILLION)
  37. 37. THE DIGITAL DELUSION
  38. 38. THE DIGITAL DELUSION “WE TARGETED TOO MUCH” CMO P&G, 2016
  39. 39. THE DIGITAL DELUSION “WE DON’T WANT TO WASTE TIME AND MONEY ON A CRAPPY MEDIA SUPPLY CHAIN.” CBO P&G, 2017
  40. 40. THE DIGITAL DELUSION DROPPED $140 MILLION IN ONLINE SPEND IN MOST RECENT QUARTER. SALES UP 2% CFO P&G, 2017
  41. 41. THE DIGITAL DELUSION “…THE ADS WERE LARGELY INEFFECTIVE” WALL STREET JOURNAL
  42. 42. THE SHOPPING TEST THE DIGITAL DELUSION
  43. 43. THE DIGITAL DELUSION
  44. 44. • TOO ABUSIVE OF CONSUMER RIGHTS • TOO MUCH FRAUD AND CORRUPTION • CAN’T FOOL ALL THE PEOPLE ALL THE TIME • TOO DANGEROUS TO SOCIETY THE DIGITAL DELUSION
  45. 45. 1. THE DIGITAL DELUSION 2. THE BRAND DELUSION 3. THE AGE DELUSION
  46. 46. “THEY REACH YOUR HEART AS WELL AS YOUR MIND, CREATING AN INTIMATE, EMOTIONAL CONNECTION THAT YOU JUST CAN’T LIVE WITHOUT.” THE BRAND DELUSION SAATCHI & SAATCHI
  47. 47. “…IN EUROPE AND THE U.S. PEOPLE WOULD NOT CARE IF 92% OF BRANDS DISAPPEARED.” HAVAS MEDIA THE BRAND DELUSION
  48. 48. “ACROSS 16 STUDIES, WE FOUND NO EVIDENCE THAT FOLLOWING A BRAND ON SOCIAL MEDIA CHANGES PEOPLES’ PURCHASING BEHAVIOR” HARVARD BUSINESS REVIEW THE BRAND DELUSION
  49. 49. OVER 88% OF SENIOR MARKETERS FIND NO MEASURABLE IMPACT FROM SOCIAL MEDIA MARKETING DUKE UNIV, AMA, DELOITTE THE BRAND DELUSION
  50. 50. BRAND “LOVE” THE BRAND DELUSION
  51. 51. OUR BRANDS ARE VERY IMPORTANT TO US, AND NOT VERY IMPORTANT TO MOST CONSUMERS THE BRAND DELUSION
  52. 52. 1. THE DIGITAL DELUSION 2. THE BRAND DELUSION 3. THE AGE DELUSION
  53. 53. “THE MOST VALUABLE GENERATION IN THE HISTORY OF MARKETING” NIELSEN THE AGE DELUSION
  54. 54. RESPONSIBLE FOR 51% OF ALL CONSUMER SPENDING THE AGE DELUSION
  55. 55. OUTSPEND IN NEARLY EVERY MAJOR CATEGORY THE AGE DELUSION
  56. 56. BUY 55% OF CPG DOMINATE 94% CPG CATEGORIES THE AGE DELUSION
  57. 57. OUTSPEND OTHER ADULTS ONLINE 2:1 THE AGE DELUSION
  58. 58. NET WORTH ABOUT 3X THAT OF OTHER GENERATIONS THE AGE DELUSION
  59. 59. BUY ABOUT 50% OF NEW CARS THE AGE DELUSION
  60. 60. CONTROL 70% OF US WEALTH THE AGE DELUSION
  61. 61. WORLD’S TOP 6 ECONOMIES U.S. CHINA AMERICANS OVER 50 INDIA JAPAN GERMANY THE AGE DELUSION
  62. 62. BETWEEN NOW AND 2030, ADULTS OVER 50 WILL GROW AT ALMOST 3X THE RATE OF ADULTS UNDER 50 THE AGE DELUSION AARP & NIELSEN
  63. 63. PEOPLE OVER 50 ARE THE TARGET FOR 10% OF MARKETING ACTIVITY THE AGE DELUSION AARP
  64. 64. THE AGE DELUSION
  65. 65. THE AGE DELUSION 0 10 20 30 40 50 MEDIAN POPULATION AGE WORLD CZECH REPUBLIC 29.6 41.4
  66. 66. THE AGE DELUSION 0 10 20 30 40 50 PEOPLE OVER 50 ADULT POPULATION ADVERTISING POPULATION 42% 6%
  67. 67. ` THE AGE DELUSION
  68. 68. “THE MOST IGNORED WEALTHY PEOPLE IN THE HISTORY OF MARKETING” FORBES THE AGE DELUSION
  69. 69. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY
  70. 70. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY PERSPECTIVE
  71. 71. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY

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