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TRUST DECLINE
&
ANTI-MARKETING
Gerry McGovern @gerrymcgovern
The Panama Papers
3© Customer Carewords Ltd. customercarewords.com
BIGGEST decline
in TRUST since
Edelman started
measuring
77%
31%
42%
27%
76%
32%
9%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Happy? Stressed? Trust Religious Leaders Trust Politi...
10© Customer Carewords Ltd. customercarewords.com
87%
of B2B BUYERS
say that content
has an impact on
vendor selection
Soc...
What are the key
characteristics of content that
had a meaningful impact on
your perceptions of a brand?
Contained timely
...
What is the main reason a
piece of content did not
succeed in making a
positive impression?
Seemed more
like a sales pitch
FOCUS ON
CUSTOMERS
Gerry McGovern @gerrymcgovern
#1: True
Customer
Obsession
#1: Focus on
the user and
all else will
follow
#1: Truly
understand
customer
needs
16© Customer Carewords Ltd. customercarewords.com
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
2003 2005 2007 2009 2011 2013
Cus...
CURRENT
CUSTOMERS
Gerry McGovern @gerrymcgovern
0%
10%
20%
30%
40%
50%
60%
70%
80%
2000 2005 2010 2017
TRUST SHIFT
From Me & My Brands to Me & My Friends
Me & My
Friends
...
19© Customer Carewords Ltd. customercarewords.com
21© Customer Carewords Ltd. customercarewords.com
“People really like it
and so they tell other
people about it."
Steward ...
NOT
OPINION
Gerry McGovern @gerrymcgovern
23© Customer Carewords Ltd. customercarewords.com
MailChimp analyzed over 40 million
marketing emails
• Best subject lines...
24© Customer Carewords Ltd. customercarewords.com
Best Subject Lines Worst Subject Lines
[COMPANYNAME]
Sales & Marketing
N...
25© Customer Carewords Ltd. customercarewords.com
NOT FAKE
Gerry McGovern @gerrymcgovern
Sarah Parmenter, sazzy.co.uk
Sarah Parmenter, sazzy.co.uk
Sarah Parmenter, sazzy.co.uk
Likes 79
Clicks 521
Likes 1
Clicks 0
YOUR
CUSTOMER’S
JOURNEY
Gerry McGovern @gerrymcgovern
32© Customer Carewords Ltd. customercarewords.com
33© Customer Carewords Ltd. customercarewords.com
Kreftforeningen jobber med å forbedre sitt tilbud på nett.
1
2
3
4
5
6
1...
Tasks Total Vote
% of Total Vote
22950
60 Volunteer 99 0.4%
61 Give gift to the Cancer Society 92 0.4%
62 The Varde center...
Gerry McGovern @gerrymcgovern
38© Customer Carewords Ltd. customercarewords.com
87% PAGE REDUCTION
• Total pages reduced from 4,000 to 500
• Conversion ...
2 enquires a week
$1 M
42© Customer Carewords Ltd. customercarewords.com
 Deleted 50% of all content
 Visits to product pages
increased by
520%
44© Customer Carewords Ltd. customercarewords.com
@gerrymcgovern
45www.customercarewords.com
+353 87 238 6136
@gerrymcgovern
gerry@customercarewords.com
Thank you
customercarewords.comWWW.
Decline of trust, rise of  anti-marketing
Decline of trust, rise of  anti-marketing
Decline of trust, rise of  anti-marketing
Decline of trust, rise of  anti-marketing
Decline of trust, rise of  anti-marketing
Decline of trust, rise of  anti-marketing
Decline of trust, rise of  anti-marketing
Decline of trust, rise of  anti-marketing
Decline of trust, rise of  anti-marketing
Decline of trust, rise of  anti-marketing
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Decline of trust, rise of anti-marketing

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Decline of trust, rise of anti-marketing

  1. 1. TRUST DECLINE & ANTI-MARKETING Gerry McGovern @gerrymcgovern
  2. 2. The Panama Papers
  3. 3. 3© Customer Carewords Ltd. customercarewords.com
  4. 4. BIGGEST decline in TRUST since Edelman started measuring
  5. 5. 77% 31% 42% 27% 76% 32% 9% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Happy? Stressed? Trust Religious Leaders Trust Politicians 2012 2017 2017: 28,600 young people in 30 countries
  6. 6. 10© Customer Carewords Ltd. customercarewords.com 87% of B2B BUYERS say that content has an impact on vendor selection Social Media Today 9% of B2B BUYERS trust vendor websites CMO Council
  7. 7. What are the key characteristics of content that had a meaningful impact on your perceptions of a brand? Contained timely or unique information
  8. 8. What is the main reason a piece of content did not succeed in making a positive impression? Seemed more like a sales pitch
  9. 9. FOCUS ON CUSTOMERS Gerry McGovern @gerrymcgovern
  10. 10. #1: True Customer Obsession #1: Focus on the user and all else will follow #1: Truly understand customer needs
  11. 11. 16© Customer Carewords Ltd. customercarewords.com 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 2003 2005 2007 2009 2011 2013 Customer Value Brand Value Source: HBR Declining Value of Brands
  12. 12. CURRENT CUSTOMERS Gerry McGovern @gerrymcgovern
  13. 13. 0% 10% 20% 30% 40% 50% 60% 70% 80% 2000 2005 2010 2017 TRUST SHIFT From Me & My Brands to Me & My Friends Me & My Friends Me & My Brands Source: Pew, Edelman, Gallup, Eurobarometer
  14. 14. 19© Customer Carewords Ltd. customercarewords.com
  15. 15. 21© Customer Carewords Ltd. customercarewords.com “People really like it and so they tell other people about it." Steward Butterfield, Slack Founder
  16. 16. NOT OPINION Gerry McGovern @gerrymcgovern
  17. 17. 23© Customer Carewords Ltd. customercarewords.com MailChimp analyzed over 40 million marketing emails • Best subject lines: 60-87% open rate • Worst subject lines: 1-14% open rate
  18. 18. 24© Customer Carewords Ltd. customercarewords.com Best Subject Lines Worst Subject Lines [COMPANYNAME] Sales & Marketing Newsletter Last Minute Gift - We Have The Answer Eye on the [COMPANYNAME] Update (Oct 31 - Nov 4) Valentines - Shop Early & Save 10% Source: Mailchimp study
  19. 19. 25© Customer Carewords Ltd. customercarewords.com
  20. 20. NOT FAKE Gerry McGovern @gerrymcgovern
  21. 21. Sarah Parmenter, sazzy.co.uk
  22. 22. Sarah Parmenter, sazzy.co.uk
  23. 23. Sarah Parmenter, sazzy.co.uk Likes 79 Clicks 521 Likes 1 Clicks 0
  24. 24. YOUR CUSTOMER’S JOURNEY Gerry McGovern @gerrymcgovern
  25. 25. 32© Customer Carewords Ltd. customercarewords.com
  26. 26. 33© Customer Carewords Ltd. customercarewords.com Kreftforeningen jobber med å forbedre sitt tilbud på nett. 1 2 3 4 5 6 12 16 45 1. Treatment 2. Symptoms 3. Preventing TOP MEDIUMSMALL TINY
  27. 27. Tasks Total Vote % of Total Vote 22950 60 Volunteer 99 0.4% 61 Give gift to the Cancer Society 92 0.4% 62 The Varde center (opening hours, contact details, quotations) 76 0.3% 63 Local offices of the Cancer Society 74 0.3% 64 Aids (prostheses, wigs) 73 0.3% 65 Online shop (Pink Ribbon, Livestrong bands) 64 0.3% 66 Employees of the Cancer Society 61 0.3% 67 Sexuality and cancer 49 0.2% 68 Press releases 47 0.2% 69 Vacancies 35 0.2% 70 Donation in connection with funeral 26 0.1% 71 Annual statement for tax return 25 0.1% 72 Testament - help with writing will/testament 25 0.1% 73 Businesses - how to support the Cancer Society? 23 0.1% 74 Change / register information about the donor / membership 19 0.1% 75 Starting a collection 18 0.1% 76 Annual report of the Cancer Society 16 0.1% 77 Memory Gift ("In memory of ...") 13 0.1% 78 Legacy gift (how to give ) 11 0.0% 79 Tax deductions for donations to the Cancer Society 11 0.0%
  28. 28. Gerry McGovern @gerrymcgovern
  29. 29. 38© Customer Carewords Ltd. customercarewords.com 87% PAGE REDUCTION • Total pages reduced from 4,000 to 500 • Conversion rate 100% up • Emails to customer service down by 35% • Customer satisfaction ratings up 38
  30. 30. 2 enquires a week
  31. 31. $1 M
  32. 32. 42© Customer Carewords Ltd. customercarewords.com
  33. 33.  Deleted 50% of all content  Visits to product pages increased by 520%
  34. 34. 44© Customer Carewords Ltd. customercarewords.com @gerrymcgovern
  35. 35. 45www.customercarewords.com +353 87 238 6136 @gerrymcgovern gerry@customercarewords.com Thank you customercarewords.comWWW.

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