Vortrag von Shankho Mukherjee auf der AllFacebook Marketing Conference 2019 in München. Details: https://conference.allfacebook.de/speaker/shankho-mukherjee/ Konferenz: https://conference.allfacebook.de

1. 1
2 0 1 9 B 2 B
M A R K E T I N G T R E N D S

2. 2
Start With Who
1

3. Most Marketing Today Is
Not Customer-Centric
of buyers say
advertising is relevant
to them3%
3Source: Infolinks study on “banner blindness”

4. Actual Customer-Centric Marketing Is
Radically Individualistic
4Source: Netflix Blog On “Artwork Personalization”

5. That Means Every Little Detail Is
Driven By Insights
5
ROMANTIC
COMEDIC
Source: Netflix Blog On “Artwork Personalization”

6. Artificial Intelligence
Engagement
Machine Learning
Malware
Phishing
Security Hacker
Risk Management
0 1400400 1000
The First Step Towards Netflix
Starts With Insights-Driven Personas
TRENDING CONTENTWEBSITE DEMOGRAPHICS
6

7. 7
First To Mind
2

8. Being First To Market Doesn’t Matter
8Source: 22 Immutable Laws of Marketing
Altair 8800 Apple

9. Relationship Between Market Share and Awareness
MarketShare
Awareness
0% 10% 20% 30% 40% 50%
40%
20%
0%
60%
9Source: American Marketing Association Study,
“How Brand Awareness Aids Profitability”
What Matters Is Being First To Mind

10. If You Can’t Be First To Mind,
Invent A New Category
10
Lindbergh Earheart
Source: 22 Immutable Laws of Marketing

11. Emerging
Awareness
Strong
Awareness
Weak
Awareness
No
Awareness
11
Use Our “First To Mind” Matrix
To Find Opportunities
Engagement
Reach
High
100%
High
100%
Low
0%
Low
0%
Hybrid
ConnectivityFuel Cell
Future of
Mobility
Shared
Mobility Self
Driving
Car
Automotive

12. 12
The Originality
Delusion
3

13. Marketers Are Obsessed With Newness
CREATIVE
BRIEF
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
13

14. But New Isn’t What Sells
2009
14Source: The Drum, “Why Research Shows You’re Better Off With Your Existing Ad Campaign”
Source: The Branding Journal, ”What To Learn From Tropicana’s Redesign Failure”
new ad campaigns
outperform old campaigns
1 5
only
in

15. What Sells Is Relevance + Familiarity
63%
34%
RELEVANCE
ORIGINALITY
What Do CXOs Want From
Thought Leadership?
15
2x
Source: LinkedIn + Edelman Research, “How Thought Leadership Impacts B2B Demand Generation”

16. Don’t Sell “Original,” Sell “MAYA”
16Source: Raymond Loewy, “MAYA Principle”
MOST ADVANCED, YET ACCEPTABLE

17. Invest In Tactics That Replicate
Across Industries, Markets, And Years

18. Invest In Tactics That Replicate
Across Industries, Markets, And Years

19. 19
Media
Value Investing
4

20. 20Source: LinkedIn Campaign Manger
Individual Contributors (ICs)
Are An Undervalued Audience
Of Impressions Reach
Individual Contributors
24%

21. This Ignored Audience
Influences Buying Decisions Today
21Source: LinkedIn / Tech Target research
55%
Of Current Tech Buyers Are ICs

22. 22
Tech IC
Source: LinkedIn Career data
And ICs Will Be Making The
Buying Decision Tomorrow
Tech Manager
Deal Begins Deal Ends
3yrs
3yrs

23. 23
So Broaden Your Investing Horizon
And Target Beyond The C-Suite

24. 24
You Are Where
You Advertise
5

25. Which Ad Looks
More Expensive?

26. And Yet, Most Media Buyers Want
The Cheapest Inventory Possible

27. However, studies show that Premium
Inventory is more Cost Effective
Source: Newsworks & GroupM UK 2018

28. So Are Your Ads Reassuringly Expensive,
Or Worryingly Cheap?

29. 29
LinkedIn is the most Trusted Social Platform

30. 30
The War On Brand
6

31. Brand Marketers Are
Losing The Budget Battle
31Source: IPA Study, Marketing Effectiveness In The Digital Era
2007
53%
2016
28%

32. 32
Direct Response Wins In The Short-Run,
But Brand Wins In The Long-Run
Source: IPA Study, Marketing Effectiveness In The Digital Era
70%
60%
40%
10%
30%
0%
50%
20%
0 — 6 7 — 18 19 — 30 > 30
Campaign Duration in Months
% Reporting Very
Large Effects
The Conflict Between Long and Short-Term Metrics
Activation Effects
Market Share Effects

33. Acquisition Only
0.2%
33Source: LinkedIn Internal research 2018
Brand Only
1.5%
1.0%
0.5%
0.0%
Brand & Acquisition
0.3%
1.2%
Conversion Rate
Synchronize Brand And Demand
To Drive Exceptional Performance

34. 7
THE CLICK-THROUGH
CONSPIRACY
34

35. Cost per Acquisition 20%
Cost per Click 19%
CPCV (cost per completed view) 19%
Clickthrough rate (CTR) 18%
Cost per Engagement (CPE) 14%
Viewability 6%
None 4%
Most Commonly Used Metrics
Source: Xaxis, 2018 Outcomes: Driven Media Survey, Senior Marketers
The Entire Digital Marketing Industry
Still Runs On Clicks

36. Source: Nielsen BrandEffect meta – analysis of 478 online global campaigns that ran between Oct 2014 – April 2015
Ad Recall Brand Awareness Purchase Intent
Smart Marketers Have Long Argued That
Clicks Don’t Correlate With Success

37. We Have A More Extreme Opinion –
Optimizing For Clicks Will Kill Your Brand
Bad
Creative
Bad
Audiences
Bad
Frequency

38. CLICK
5 Tips To Being A Better Manager
Bad Creative:
Clickbait Is Bad For Your Brand

39. 1
Bad Audiences:
Robots Are Bad For Your Brand

40. Awareness Intent
FREQUENCY
1 2 3 4 5 6 7 8 9 10+
5.2
7.0
11.3
9.0
12.6 11.6 11.9
14.9
12.0
17.6
6.2
11.6
12.8
13.3 14.2
15.9 15.4
20.8
16.2
32.5
BRANDRECALL
CTR Decrease CPC Increase
FREQUENCY
180%
135%
90%
45%
0%
-45%
-90%
1 2 3 4 5 6 7 8 9
CTR 40
Source: Nielsen
Bad Frequency:
Low Frequency Is Bad For Your Brand

41. 41
Instead, Let’s Track Impressions + SOV

42. 42
Great.
How Can I Act
On These Trends?

43. 1 Build dynamic personas using 1st party data.
2 Be first to mind among potential buyers.
3 Develop familiar franchises to breakthrough.
4 Reach undervalued audience segments.

44. 5 Reach those audiences in premium contexts.
6 Combine Brand and Lead Gen campaigns to achieve
optimal results
7 Focus on real Business KPI’s that drive your business

45. Danke!
Shankho Mukherjee
Agency Lead DACH
sm@linkedin.com