Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies. To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries. In this webinar, you will learn: The five forces of change affecting marketing and advertising Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking

1. Creating value through all email and mobile
touchpoints
Executive Director,
The Future of Advertising Program at The Wharton School

2. -Microsoft CEO Steve Ballmer, 2007-Popular Mechanics, 1949
-New York Times, 1936
-Dr. Dionysys Larder,
science writer and academic,1828
Time magazine, 1968

3. “[Advertising] agencies
need to define the positive
impact they want to have
on the world.”
"We know from our history
that while promotions may
win quarters, innovation
wins decades."
“Let there be a future
where we can be free of
brand connections as
well and let [brands]
have wisdom to know
when not to be
present.”
“Be so entertaining
[with your ads] that
people would actually
pay to engage.”
-Catharine Hays, Executive Director, The
Future of Advertising Program at The
Wharton School
-Chris Arnold, Creative Director and
Co-founder, Creative Orchestra
– Bob McDonald, CEO,
Procter & Gamble
-Ella Saltmarshe, Anthropologist,
Comms Lab

4. Executive Director,
The Future of Advertising Program at the
Wharton School
@catharinehays
@whartonfoa
Senior Director of Editorial Content,
MarketingSherpa
@danielburstein

5. Have Questions?
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6. • Acts as a catalyst for deeper
insights, bolder innovation and
broader positive impact of
“advertising.”
• Comprised of:
• 200+ brave thought
leaders
• 22 countries; all regions
• Multi-generational
• International
• Multi-disciplinary

7. Research Project -
contributors answered two
questions:
1. What could/should
advertising look like in 2020?
2. What should we do now for
that future?

8. Source: The Wharton Future of Advertising Program’s Advertising 2020 Project

9. • Data from 2,400 customers
• Reveals how far companies must go to
please (or alienate) customers
• Conducted in September-October 2016
https://www.marketingsherpa.com/freestuff/customer-first-studySource:

10. Key differentiator between satisfied and unsatisfied customers is customer-first marketing.
https://www.marketingsherpa.com/freestuff/customer-first-studySource:

11. Managing Director, CMO Program
Deloitte
“Most people want a company to provide value to them and don’t
want to feel ‘marketed’ to in the process. The feeling of being
marketed to, which is all too prevalent in 1:1 marketing today,
gives a feeling of inauthenticity, which gives the feeling that the
company doesn’t have the customer’s best interest.”

12. Founder and CEO,
United Worldwide LLC
“Today, it's not just about customer-centric marketing, but also
customer-centric products. If good enough, the product is a
marketing channel in itself. Take Tesla, for example. A brand that
spends no marketing dollars and yet performs well and has a super
engaged fan base because their mission to create the greatest car ever is
so inherent to everything they do (no dealerships, constant innovation). ”

13. Satisfied customers
were three times
more likely to say the
company often or
always puts their needs
before its business
goals than unsatisfied
customers.

14. “Marketers may be best served by thinking about their audience not as customers, but as
members, like we do as a nonprofit and professional association. It’s a small but impactful
perspective change.
We have to convince an individual to repeatedly buy into our organization’s core mission, which
means our very existence depends on delivering meaningful value in every interaction. Our
members and, by extension, a for-profit company’s paying customers become the lifeblood of all
marketing efforts, so it only makes sense to consider how a marketer is serving their interests —
and solving their problems — before planning any marketing or product initiative. Those insights
can only be gained from frequent conversations and a deep understanding of what customers
need, want and will want in the future.”
Managing Director, Services Delivery
and CMO, CFA Institute

15. “Just as customers engage brands in many channels, customer-first brands engage
their customers holistically across all channels with personalized
experiences. The other brands are sheep being slaughtered by their customers.
The cost-first mentality creates the endless downward spiral toward a
customer-last strategy. The best creative in the world can’t fix broken customer
relationships.”
Smart Communities IoT Ecosystems
Strategy, Verizon

16. Q. Of the companies you interact with, how many put your needs before
their own interests in their marketing?
• 92% of customers
have experienced
customer-first
marketing from at
least a few
companies
• 77% of American
consumers think
that many
companies do not
practice-
customer-first
marketing

17. “Marketing can play a huge role, but in today’s siloed world, it’s nearly impossible for the average
CMO to get it done. For instance, in many organizations the CMO is responsible for customer
acquisition, or maybe even just delivering leads to a website or retail location, and someone else,
such as product marketing, is responsible for consummating sales. Customer service or post-sales
support often resides in a third organization. Everyone has different goals and different
compensation structures, and they all follow the money. For instance, if you’re a product
marketer in many B2B companies, your ‘customer’ is actually a sales person, and not the end
user. You can do fantastic things that accrue long-term benefits to your end users, but if your
tactics do not help your sales team hit this quarter’s conversion goal, you’ll be gone in short
order.”
SVP of Content Marketing,
POP

20. Get free, on-demand access to
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With sessions from:
Scott Dikkers, Founder, The Onion
Flint McGlaughlin, Managing Director
and CEO, MECLABS Institute
From MarketingSherpa Summit 2017

22. Leverage the forces of change to motivate and enable
1. Advances in science and technology
2. Redefined media landscape
3. Skeptical & empowered consumers
4. Cultural, social, geopolitical environment
5. New business & revenue models
Advances in Science
and Technology
are changing the art
and science of what is
possible, measurable,
understandable, and
actionable
New Businesses and
Revenue Models
are emerging, including sharing,
network orchestrators, two-way
reviews, omni-channel, and “B
corporations” which offer
radical new alternatives to
hierarchy, silos and pure profit
motive
The Traditional Media
Landscape Has Exploded,
new platforms are
proliferating, distinctions and
definitions are blurring, and all
are becoming far more
dynamic, interactive, and
connected
People’s Skepticism and
Expectations are Higher
Than Ever
And they are increasingly
empowered to shape and
questions brands’ messages
and motives
Our Turbulent and
Hyper-Connected World
Is calling into question the
roles and responsibilities of
businesses in the societies in
which they operate, and
challenging them to find
purpose and better leverage
their resources for impact
beyond the bottom line
INCREASED SPEED,
BREADTH, AND
INTERRELATED
COMPLEXITY OF
CHANGE

24. Win-win-win approach
1. A win for the company
2. A win for the customer
3. A win for society

26. Advances in Science
and Technology
Are changing the art
and science of what is
possible, measurable,
understandable and
actionable
New Businesses and
Revenue Models
Are emerging including sharing,
network orchestrators, two-way
reviews, omni-channel, and “B
corporations” which offer
radical new alternatives to
hierarchy, silos and pure profit
motive
The Traditional Media
Landscape Has Exploded,
New platforms are
proliferating, distinctions and
definitions are blurring, and all
are becoming far more
dynamic, interactive and
connected
People’s Skepticism and
Expectations are Higher
Than Ever
And they are increasingly
empowered to shape and
questions brands’ messages
and motives
Our Turbulent and
Hyper-Connected World
Is calling into question the
roles and responsibilities of
businesses in the societies in
which they operate, and
challenging them to find
purpose and better leverage
their resources for impact
beyond the bottom line
INCREASED
SPEED,
BREADTH, AND
INTERRELATED
COMPLEXITY OF
CHANGE
Leverage the forces of change to motivate and enable
1. Advances in science and technology
2. Redefined media landscape
3. Skeptical & empowered consumers
4. Cultural, social, geopolitical environment
5. New business & revenue models

27. After implementing links across all its
marketing channels, Airbnb saw its app
install rate increase by 19%.
R
A
V
E
S
M
A
D
E
S
elevant & Respectful ultisensory
ctionable
aluable & Value-Generating
xceptional Experience
hareworthy Stories
udience
elivery Mechanism
nvironment
ynergy
Advancements in Technology

28. Airbnb uses deep links in marketing emails to direct
users to a certain listing inside the app. The user is
more likely to complete a booking this way.
Advancements in Technology
R
A
V
E
S
M
A
D
E
S
elevant & Respectful ultisensory
ctionable
aluable & Value-Generating
xceptional Experience
hareworthy Stories
udience
elivery Mechanism
nvironment
ynergy

29. Advances in Science
and Technology
Are changing the art
and science of what is
possible, measurable,
understandable and
actionable
New Businesses and
Revenue Models
Are emerging including sharing,
network orchestrators, two-way
reviews, omni-channel, and “B
corporations” which offer
radical new alternatives to
hierarchy, silos and pure profit
motive
The Traditional Media
Landscape Has Exploded,
New platforms are
proliferating, distinctions and
definitions are blurring, and all
are becoming far more
dynamic, interactive and
connected
People’s Skepticism and
Expectations are Higher
Than Ever
And they are increasingly
empowered to shape and
questions brands’ messages
and motives
Our Turbulent and
Hyper-Connected World
Is calling into question the
roles and responsibilities of
businesses in the societies in
which they operate, and
challenging them to find
purpose and better leverage
their resources for impact
beyond the bottom line
INCREASED
SPEED,
BREADTH, AND
INTERRELATED
COMPLEXITY OF
CHANGE
Leverage the forces of change to motivate and enable
1. Advances in science and technology
2. Redefined media landscape
3. Skeptical & empowered consumers
4. Cultural, social, geopolitical environment
5. New business & revenue models

30. R
A
V
E
S
M
A
D
E
S
elevant & Respectful ultisensory
ctionable
aluable & Value-Generating
xceptional Experience
hareworthy Stories
udience
elivery Mechanism
nvironment
ynergy
The Sydney Opera House invited locals and tourists alike to
explore what goes on inside the building that has
transformed a nation.
Throughout January and February, any visitors to the Opera
House who posted a photo of the world-famous building on
Instagram were in with a chance to receive a real-time
video invitation to #comeonin for a personalized cultural
experience.
Redefined Media Landscape
"The word 'icon' is so overused; I saw my
local café advertise their 'iconic muffins'
the other day. The Sydney Opera House,
however, is a true icon.
-- Toby Talbot, DDB Group Sydney CCO

31. Taco Bell shattered a Snapchat record through a
Snap Lens campaign. The campaign involved using
face detection technology to turn the user’s selfie
face into a giant taco shell. The campaign was used
to celebrate Cinco de Mayo and received more than
224M views in one day. The ad cost $750K.
R
A
V
E
S
M
A
D
E
S
elevant & Respectful ultisensory
ctionable
aluable & Value-Generating
xceptional Experience
hareworthy Stories
udience
elivery Mechanism
nvironment
ynergy
Redefined Media Landscape

32. Advances in Science
and Technology
Are changing the art
and science of what is
possible, measurable,
understandable and
actionable
New Businesses and
Revenue Models
Are emerging including sharing,
network orchestrators, two-way
reviews, omni-channel, and “B
corporations” which offer
radical new alternatives to
hierarchy, silos and pure profit
motive
The Traditional Media
Landscape Has Exploded,
New platforms are
proliferating, distinctions and
definitions are blurring, and all
are becoming far more
dynamic, interactive and
connected
People’s Skepticism and
Expectations are Higher
Than Ever
And they are increasingly
empowered to shape and
questions brands’ messages
and motives
Our Turbulent and
Hyper-Connected World
Is calling into question the
roles and responsibilities of
businesses in the societies in
which they operate, and
challenging them to find
purpose and better leverage
their resources for impact
beyond the bottom line
INCREASED
SPEED,
BREADTH, AND
INTERRELATED
COMPLEXITY OF
CHANGE
Leverage the forces of change to motivate and enable
1. Advances in science and technology
2. Redefined media landscape
3. Skeptical & empowered consumers
4. Cultural, social, geopolitical environment
5. New business & revenue models

33. Native advertising: form of paid media where the
ad experience follows the natural form and
function of the user experience in which it is
placed.
R
A
V
E
S
M
A
D
E
S
elevant & Respectful ultisensory
ctionable
aluable & Value-Generating
xceptional Experience
hareworthy Stories
udience
elivery Mechanism
nvironment
ynergy
Skeptical & Empowered Consumers

34. theSkimm uses seamless links in marketing
emails that display products relevant to its
user base. This allows its partners to target the
millennial female demographic.
R
A
V
E
S
M
A
D
E
S
elevant & Respectful ultisensory
ctionable
aluable & Value-Generating
xceptional Experience
hareworthy Stories
udience
elivery Mechanism
nvironment
ynergy
Skeptical & Empowered Consumers

35. Advances in Science
and Technology
Are changing the art
and science of what is
possible, measurable,
understandable and
actionable
New Businesses and
Revenue Models
Are emerging including sharing,
network orchestrators, two-way
reviews, omni-channel, and “B
corporations” which offer
radical new alternatives to
hierarchy, silos and pure profit
motive
The Traditional Media
Landscape Has Exploded,
New platforms are
proliferating, distinctions and
definitions are blurring, and all
are becoming far more
dynamic, interactive and
connected
People’s Skepticism and
Expectations are Higher
Than Ever
And they are increasingly
empowered to shape and
questions brands’ messages
and motives
Our Turbulent and
Hyper-Connected World
Is calling into question the
roles and responsibilities of
businesses in the societies in
which they operate, and
challenging them to find
purpose and better leverage
their resources for impact
beyond the bottom line
INCREASED
SPEED,
BREADTH, AND
INTERRELATED
COMPLEXITY OF
CHANGE
Leverage the forces of change to motivate and enable
1. Advances in science and technology
2. Redefined media landscape
3. Skeptical & empowered consumers
4. Cultural, social, geopolitical environment
5. New business & revenue models

36. • A movement dedicated to changing the perception of
construction in America
• A place to share stories and ideas that show the value of
and pride in construction
• Learned to make the customers the true hero of the
stories
• Quit the sales and marketing obsession to
focus only on the company
• 53.6% increase in annualized revenue
since launch of customer-first campaigns
R
A
V
E
S
M
A
D
E
S
elevant & Respectful ultisensory
ctionable
aluable & Value-Generating
xceptional Experience
hareworthy Stories
udience
elivery Mechanism
nvironment
ynergy
Cultural, Social, Geopolitical Environment

37. To apply to speak at Summit 2018 and for a chance to win a MarketingSherpa award, visit:

38. Advances in Science
and Technology
Are changing the art
and science of what is
possible, measurable,
understandable and
actionable
New Businesses and
Revenue Models
Are emerging including sharing,
network orchestrators, two-way
reviews, omni-channel, and “B
corporations” which offer
radical new alternatives to
hierarchy, silos and pure profit
motive
The Traditional Media
Landscape Has Exploded,
New platforms are
proliferating, distinctions and
definitions are blurring, and all
are becoming far more
dynamic, interactive and
connected
People’s Skepticism and
Expectations are Higher
Than Ever
And they are increasingly
empowered to shape and
questions brands’ messages
and motives
Our Turbulent and
Hyper-Connected World
Is calling into question the
roles and responsibilities of
businesses in the societies in
which they operate, and
challenging them to find
purpose and better leverage
their resources for impact
beyond the bottom line
INCREASED
SPEED,
BREADTH, AND
INTERRELATED
COMPLEXITY OF
CHANGE
Leverage the forces of change to motivate and enable
1. Advances in science and technology
2. Redefined media landscape
3. Skeptical & empowered consumers
4. Cultural, social, geopolitical environment
5. New business & revenue models

39. Dunkin’ Donuts leveraged native ads on Waze to
drive footfalls in its stores across the U.S. Those
who saw the ad were more than 2x as likely
to use the app to navigate to Dunkin’Donuts
locations.
New Business and Revenue Models
R
A
V
E
S
M
A
D
E
S
elevant & Respectful ultisensory
ctionable
aluable & Value-Generating
xceptional Experience
hareworthy Stories
udience
elivery Mechanism
nvironment
ynergy

41. 1. Identify the casual relationships between actions and results
2. Learn to make better, more effective and more efficient decisions
3. Initiate bold and innovative actions
4. Co-create and collaborate with customers and partners
5. Force measurement and accountability
6. Create a creative and innovative organization
7. Achieve a competitive advantage

42. Catharine Hays,
The Future of Advertising Program at the
Wharton School
@catharinehays
@whartonfoa
Daniel Burstein,
MarketingSherpa
@danielburstein