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Customer disengagement

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WFA CMO FORUM, Cannes, 23 June 2016

Published in: Marketing

Customer disengagement

  1. 1. CUSTOMER DISENGAGEMENT WFA CMO FORUM CANNES 23rd June 2016
  2. 2. PEOPLE ARE LESS RECEPTIVE TO COMMUNICATIONS AND IT IS OUR FAULT
  3. 3. THE KEY CHALLENGE: BRING THE LOVE BACK! • Most people would not care if 74% of brands disappeared • Only 20% of brands improve our sense of well-being and quality of life, in a meaningful way
  4. 4. THE BRAND’S PARADOX: DISCONNECTION BECOMES THE “NEW NORMAL” IN AN INCREASINGLY CONNECTED WORLD
  5. 5. WHAT’S GOING ON? 80% OF BRANDS BELIEVE THEY DELIVER GREAT CONSUMER EXPERIENCES ONLY 8% OF CONSUMERS AGREE
  6. 6. 7 DEADLY SINS
  7. 7. SIN 1: 0UT OF FAVOUR
  8. 8. SIN 1: 0UT OF FAVOUR
  9. 9. SIN 2: INTERRUPTION IS RUDE
  10. 10. SIN 2: INTERRUPTION IS RUDE
  11. 11. SIN 3: TIMING IS EVERYTHING
  12. 12. SIN 4: REALITY BITES
  13. 13. SIN 5: IT’S PERSONAL
  14. 14. SIN 5: IT’S PERSONAL
  15. 15. SIN 5: IT’S PERSONAL
  16. 16. SIN 6: QUALITY OVER QUANTITY
  17. 17. SIN 7: WHAT CONNECTED EXPERIENCE?
  18. 18. Abuse consumer control at your risk SIN 7: WHAT CONNECTED EXPERIENCE? Video advertising receptivity when… Negative Positive Net When you don’t control it 60% 15% -45% When you can control it 30% 30% Neutral When there is a reward 25% 50% +25% Q: How would you characterize your attitude towards the following formats of online video advertising?
  19. 19. AD BLOCKING RISING
  20. 20. MEANINGFUL BRANDS OUTPERFORM THE STOCK MARKET BY 133%
  21. 21. MEANINGFUL BRANDS OUTPERFORM IN BUSINESS TERMS
  22. 22. THREE RECURRING THEMES: THE 3Ps PURPOSE From making things, to making things better PRINCIPLES Using values to deliver enduring value PARTICIPATION Involving people, instead of interrupting them
  23. 23. THANK YOU

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