Why our obsession with digital is leading to some dangerous behaviours and what it takes to be a post digital marketer. I delivered a version of this presentation at DMX Dublin (hosted by The Marketing Institute of Ireland) on 14th March 2018.
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Are you a post digital marketer?
1. 1
Are you a post
digital marketer?
Martin Thomas
@Crowdsurfing
2. 2
@Crowdsurfing@Crowdsurfing
• Opened-up creative possibilities.
• Provided new ways to target and deliver tailored
messages to discrete audiences.
• Transformed how we measure ROI, promising
to make marketing more accountable.
DIGITAL IS GREAT FOR MARKETERS
4. 4
@Crowdsurfing@Crowdsurfing
1. Smart targeting has become hyper-targeting.
2. Creativity has been democratised and devalued.
3. Power of organic social has been exaggerated.
4. Planning has become seen as irrelevant.
5. Real-time optimisation has encouraged constant tinkering.
6. Personalisation risks becoming creepy.
7. Machines are putting ads in inappropriate places.
8. Google has become the crack cocaine of e-commerce.
9. The currency of digital has become debased.
ENCOURAGED POOR BEHAVIOUR
10. 10
‘There’s an assumption that just
because everybody has got a
camera and access to a YouTube
channel, suddenly everybody is a
creative director. That’s why most
advertising is terrible and most films
are not very good. [Creativity] is a
precious skill.’
Dan Izbicki, creative excellence director at Unilever
11. 11
‘the age of online advertising has
brought with it an exponential
increase in crap’
Marc Pritchard, P&G chief brand officer
13. 13
‘we thought we didn’t need TV and
that we could just make content that
would go viral and make us famous.
That didn’t happen at all. We were
wrong.’
Abi Pearl, head of advertising, GiffGaff
14. 14
@Crowdsurfing@Crowdsurfing
• Fail fast, fail often
• Real time
• Instant algorithmic decision-making
• Constant tinkering – rarely for the better
PLANNING HAS BECOME SEEN AS
IRRELEVANT
15. 15
‘Plans are inconsistent with
improvisation.. Unless you’re a
fortune-teller, long-term
business planning is a fantasy.
in control of things you can’t
actually control.’
Rework: Change the way you work forever’,
20. 20
‘We cannot continue to prop up
a digital supply chain … which at
times is little better than a
swamp’
Keith Weed, Chief Marketing Officer, Unilever
24. 24
@Crowdsurfing@Crowdsurfing
Majority of a brand’s sales
come from infrequent
users, rather than a
hardcore of loyalists that
can be targeted easily
through digital channels
Byron Sharp, Why Brands grow
Less worried
about waste
Less
evangelical
about
optimisation
25. 25
‘We are going to significantly
increase our TV ad spend and
decrease our digital marketing
expenditures - which will result
in more sales of higher quality.’
Stephen Kaufer, CEO Tripadvisor
29. 29
‘As we all chased the Holy Grail
of digital, self-included, we were
relinquishing too much control
— blinded by shiny objects,
overwhelmed by big data, and
ceding power to algorithms.’
Marc Pritchard, P&G chief brand officer
30. 30
Are you a post digital
marketer?
Martin Thomas
@Crowdsurfing
Editor's Notes
Interactive advertising bureauAssociation of National Advertisers