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Digital messed up Marketing
Understanding your customer in the digital era
Tom Fleerackers
www.flatworldbusiness.wordpress.com
Tom Fleerackers
tom.fleerackers@kdg.be
Meanwhile … one online minute
2015 2016 2017
2015 2016 2017
694 rides 1389 rides 3833 rides
204 mio 150 mio 156 mio
701m logins 854m logins
527m shared 6.944m viewed
Meanwhile … one online minute
We are living in the (digital) information age!
5MB - $120.000 64GB - $60
We are living in the (digital) information age!
We are living in the (digital) information age!
We are living in the (digital) information age!
We are living in the (digital) information age!
“Between the birth of the world and 2003, 

there were 5 exabytes of information created.

Now we create 5 exabytes every two days…”
We are living in the (digital) information age!
We are living in the (digital) information age!
1 Byte = 1 grain of rice
1 Byte = 1 grain of rice
1 Kilobyte = 1 bowl of rice
1 Byte = 1 grain of rice
1 Kilobyte = 1 bowl of rice
1 Megabyte = 8 bags of rice
1 Byte = 1 grain of rice
1 Kilobyte = 1 bowl of rice
1 Megabyte = 8 bags of rice
1 Gigabyte = 3 trucks of rice
1 Byte = 1 grain of rice
1 Kilobyte = 1 bowl of rice
1 Megabyte = 8 bags of rice
1 Gigabyte = 3 trucks of rice
1 Terabyte = 2 container ships
1 Byte = 1 grain of rice
1 Kilobyte = 1 bowl of rice
1 Megabyte = 8 bags of rice
1 Gigabyte = 3 trucks of rice
1 Terabyte = 2 container ships
1 Petabyte = covers Manhatten
1 Byte = 1 grain of rice
1 Kilobyte = 1 bowl of rice
1 Megabyte = 8 bags of rice
1 Gigabyte = 3 trucks of rice
1 Terabyte = 2 container ships
1 Petabyte = covers Manhatten
1 Exabyte = covers west coast USA
1 Byte = 1 grain of rice
1 Kilobyte = 1 bowl of rice
1 Megabyte = 8 bags of rice
1 Gigabyte = 3 trucks of rice
1 Terabyte = 2 container ships
1 Petabyte = covers Manhatten
1 Exabyte = covers west coast USA
1 Zetabyte = fills Pacific Ocean
1 Byte = 1 grain of rice
1 Kilobyte = 1 bowl of rice
1 Megabyte = 8 bags of rice
1 Gigabyte = 3 trucks of rice
1 Terabyte = 2 container ships
1 Petabyte = covers Manhatten
1 Exabyte = covers west coast USA
1 Zetabyte = fills Pacific Ocean
1 Byte = 1 grain of rice
1 Kilobyte = 1 bowl of rice
1 Megabyte = 8 bags of rice
1 Gigabyte = 3 trucks of rice
1 Terabyte = 2 container ships
1 Petabyte = covers Manhatten
1 Exabyte = covers west coast USA
1 Zetabyte = fills Pacific Ocean
1 Byte = 1 grain of rice
1 Kilobyte = 1 bowl of rice
1 Megabyte = 8 bags of rice
1 Gigabyte = 3 trucks of rice
1 Terabyte = 2 container ships
1 Petabyte = covers Manhatten
1 Exabyte = covers west coast USA
1 Zetabyte = fills Pacific Ocean
1 Byte = 1 grain of rice
1 Kilobyte = 1 bowl of rice
1 Megabyte = 8 bags of rice
1 Gigabyte = 3 trucks of rice
1 Terabyte = 2 container ships
1 Petabyte = covers Manhatten
1 Exabyte = covers west coast USA
1 Zetabyte = fills Pacific Ocean
Infobesitas
Infobesitas
How our brain works
Reflex brain
How our brain works
now
all senses
Reflective brain
Reflex brain
How our brain works
now
all senses
one thing at a time
away from reality
Reflective brain
Reflex brain Archivering brain
How our brain works
now
all senses
one thing at a time
away from reality
just doing nothing
Reflective brain
Reflex brain Archivering brain
How our brain works
now
all senses
one thing at a time
away from reality
just doing nothing
How our brain works
NO multitasking
Task Switching
Young Old
How many times do you touch your mobile phone a day?
2617
Would you prefer your a WiFi-connection over sex?
21% would
We never look up anymore.
We never look up anymore.
We never look up anymore.
uses the smartphones 

while multi-tasking with
other media86%
17% 51% 52% 34% 43% 28% 16%
We never look up anymore.
Long-term focus erodes with
increased digital consumption,
social media usage 

& tech savviness
12s
2000 2013
8s
We never look up anymore.
Long-term focus erodes with
increased digital consumption,
social media usage 

& tech savviness
12s
2000 2013
8s9s
10s
7seconds 15seconds5seconds
Fame
7seconds 15seconds5seconds
Fame
7seconds 15seconds5seconds
Fame
7seconds 15seconds5seconds
Blocking your fame
7seconds 15seconds5seconds
Blocking your fame
Digital is a(n) (addictive) drug!
FoMo
Fear of Missing out
A pervasive apprehension that others might be having

rewarding experiences from which one is absent
FoMo
Fear of Missing out
a desire to stay continually connected with 

what others are doing
FoMo
Fear of Missing out
a desire to stay continually connected with 

what others are doing
56%MyLife Study 2013
FoMo
Fear of Missing out
a desire to stay continually connected with 

what others are doing
1 you check your phone 24/7
2 you want to know everything
3 you postpone
4 you experience stress and

have difficulties concentrating
5 you have sleeping problems
NoMo(phobia)
the intense, irrational fear of being out of mobile phone contact
53%are anxious about their phone.
NoMo(phobia)
the intense, irrational fear of being out of mobile phone contact
9%feels stressed when their phone is off.
Rosanna Cassidy, 25, Nottingham: 

“I can live my life instead of trying to shape it into one that looks good online”
Stina Sanders, model with 119 000 followers on Instagram: 

“If I do catch myself feeling low whilst …on social media then I
tell myself to put down my phone, go for a run or .… I find this
slight break helps to remind me that social media isn't real.”
“When was the last time you did you purposely spent a periode of time 

without accessing the internet because you thought you were using
it to much?"
Why do people want to quit social media?
Why do people want to quit social media?
Personal value
Why do people want to quit social media?
Privacy concerns
Personal value
Phonekerchief
Social media vacation
What are the main reasons for people to stay connected?

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Digital Marketing - Information Age

  • 1. Digital messed up Marketing Understanding your customer in the digital era Tom Fleerackers www.flatworldbusiness.wordpress.com
  • 3. Meanwhile … one online minute 2015 2016 2017
  • 4. 2015 2016 2017 694 rides 1389 rides 3833 rides 204 mio 150 mio 156 mio 701m logins 854m logins 527m shared 6.944m viewed Meanwhile … one online minute
  • 5. We are living in the (digital) information age!
  • 6. 5MB - $120.000 64GB - $60 We are living in the (digital) information age!
  • 7. We are living in the (digital) information age!
  • 8. We are living in the (digital) information age!
  • 9. We are living in the (digital) information age! “Between the birth of the world and 2003, 
 there were 5 exabytes of information created.
 Now we create 5 exabytes every two days…”
  • 10. We are living in the (digital) information age!
  • 11. We are living in the (digital) information age!
  • 12. 1 Byte = 1 grain of rice
  • 13. 1 Byte = 1 grain of rice 1 Kilobyte = 1 bowl of rice
  • 14. 1 Byte = 1 grain of rice 1 Kilobyte = 1 bowl of rice 1 Megabyte = 8 bags of rice
  • 15. 1 Byte = 1 grain of rice 1 Kilobyte = 1 bowl of rice 1 Megabyte = 8 bags of rice 1 Gigabyte = 3 trucks of rice
  • 16. 1 Byte = 1 grain of rice 1 Kilobyte = 1 bowl of rice 1 Megabyte = 8 bags of rice 1 Gigabyte = 3 trucks of rice 1 Terabyte = 2 container ships
  • 17. 1 Byte = 1 grain of rice 1 Kilobyte = 1 bowl of rice 1 Megabyte = 8 bags of rice 1 Gigabyte = 3 trucks of rice 1 Terabyte = 2 container ships 1 Petabyte = covers Manhatten
  • 18. 1 Byte = 1 grain of rice 1 Kilobyte = 1 bowl of rice 1 Megabyte = 8 bags of rice 1 Gigabyte = 3 trucks of rice 1 Terabyte = 2 container ships 1 Petabyte = covers Manhatten 1 Exabyte = covers west coast USA
  • 19. 1 Byte = 1 grain of rice 1 Kilobyte = 1 bowl of rice 1 Megabyte = 8 bags of rice 1 Gigabyte = 3 trucks of rice 1 Terabyte = 2 container ships 1 Petabyte = covers Manhatten 1 Exabyte = covers west coast USA 1 Zetabyte = fills Pacific Ocean
  • 20. 1 Byte = 1 grain of rice 1 Kilobyte = 1 bowl of rice 1 Megabyte = 8 bags of rice 1 Gigabyte = 3 trucks of rice 1 Terabyte = 2 container ships 1 Petabyte = covers Manhatten 1 Exabyte = covers west coast USA 1 Zetabyte = fills Pacific Ocean
  • 21. 1 Byte = 1 grain of rice 1 Kilobyte = 1 bowl of rice 1 Megabyte = 8 bags of rice 1 Gigabyte = 3 trucks of rice 1 Terabyte = 2 container ships 1 Petabyte = covers Manhatten 1 Exabyte = covers west coast USA 1 Zetabyte = fills Pacific Ocean
  • 22. 1 Byte = 1 grain of rice 1 Kilobyte = 1 bowl of rice 1 Megabyte = 8 bags of rice 1 Gigabyte = 3 trucks of rice 1 Terabyte = 2 container ships 1 Petabyte = covers Manhatten 1 Exabyte = covers west coast USA 1 Zetabyte = fills Pacific Ocean
  • 23. 1 Byte = 1 grain of rice 1 Kilobyte = 1 bowl of rice 1 Megabyte = 8 bags of rice 1 Gigabyte = 3 trucks of rice 1 Terabyte = 2 container ships 1 Petabyte = covers Manhatten 1 Exabyte = covers west coast USA 1 Zetabyte = fills Pacific Ocean
  • 26.
  • 27. How our brain works
  • 28. Reflex brain How our brain works now all senses
  • 29. Reflective brain Reflex brain How our brain works now all senses one thing at a time away from reality
  • 30. Reflective brain Reflex brain Archivering brain How our brain works now all senses one thing at a time away from reality just doing nothing
  • 31. Reflective brain Reflex brain Archivering brain How our brain works now all senses one thing at a time away from reality just doing nothing
  • 32. How our brain works NO multitasking
  • 34.
  • 35. How many times do you touch your mobile phone a day? 2617
  • 36. Would you prefer your a WiFi-connection over sex? 21% would
  • 37. We never look up anymore.
  • 38. We never look up anymore.
  • 39. We never look up anymore. uses the smartphones 
 while multi-tasking with other media86% 17% 51% 52% 34% 43% 28% 16%
  • 40. We never look up anymore. Long-term focus erodes with increased digital consumption, social media usage 
 & tech savviness 12s 2000 2013 8s
  • 41. We never look up anymore. Long-term focus erodes with increased digital consumption, social media usage 
 & tech savviness 12s 2000 2013 8s9s 10s
  • 47. Digital is a(n) (addictive) drug!
  • 48. FoMo Fear of Missing out A pervasive apprehension that others might be having
 rewarding experiences from which one is absent
  • 49. FoMo Fear of Missing out a desire to stay continually connected with 
 what others are doing
  • 50. FoMo Fear of Missing out a desire to stay continually connected with 
 what others are doing 56%MyLife Study 2013
  • 51. FoMo Fear of Missing out a desire to stay continually connected with 
 what others are doing 1 you check your phone 24/7 2 you want to know everything 3 you postpone 4 you experience stress and
 have difficulties concentrating 5 you have sleeping problems
  • 52. NoMo(phobia) the intense, irrational fear of being out of mobile phone contact 53%are anxious about their phone.
  • 53. NoMo(phobia) the intense, irrational fear of being out of mobile phone contact 9%feels stressed when their phone is off.
  • 54. Rosanna Cassidy, 25, Nottingham: 
 “I can live my life instead of trying to shape it into one that looks good online”
  • 55. Stina Sanders, model with 119 000 followers on Instagram: 
 “If I do catch myself feeling low whilst …on social media then I tell myself to put down my phone, go for a run or .… I find this slight break helps to remind me that social media isn't real.”
  • 56.
  • 57. “When was the last time you did you purposely spent a periode of time 
 without accessing the internet because you thought you were using it to much?"
  • 58.
  • 59. Why do people want to quit social media?
  • 60. Why do people want to quit social media? Personal value
  • 61. Why do people want to quit social media? Privacy concerns Personal value
  • 62.
  • 65. What are the main reasons for people to stay connected?