This document discusses digital marketing strategies in the current attention economy. It begins by introducing the author and their perspective from both a large corporate and startup viewpoint. It then examines conventional marketing methods like push campaigns and pull strategies. It notes that customer acquisition has become more scientific with techniques like timing emails. However, it says customer retention is also important. The document then questions how noisy the digital environment has become, noting the immense amount of channels and culture of attention deficit. It introduces the concept of the attention economy where human attention is scarce. It suggests curating customer journeys rather than just distribution. The document ends by saying truly great content can still succeed regardless and provides an example viral campaign case study.

1. DIGITAL NOISE
Curating customer journeys in an attention economy
Nov 2016, Amsterdam

2. 2
1. About me
2. Conventional Campaigns
3. Digital: How noisy is it really?
4. The Attention Economy
5. What Now?
Contents

3. 3
About Me
1. Corporate hat
– BIGGEST brand in logistic
– Present in more countries than UN
– Massive operations, scale
– Audience:
– 1st level: Marketeers
– 2nd level: Customers
Can you guess what this
map represents?
2. Start-up hat
 Unused Kilos
 Co-Create

4. 4
DIGITAL NOISE
Curating customer journeys in an attention economy

5. 5
Conventional Methods
• Push strategies
– Campaign thinking
e.g. Global Sales Campaigns
• Pull strategies
– Overt value creation
e.g. Benchmark your business

6. 6
Conventional Methods: Push
Email
SEA
Web Banner
Landing Page

7. 7
Conventional Methods: Pull

8. 8
Conventional Methods: Future
• Customer acquisition has become a science!
– Blue button vs. red button
– Emailing at certain times of the day/week
– Audience profiling

9. 9
Conventional Methods: Future
• Customer acquisition vs. Customer retention
– Brand before transaction
• Importance of a brand
– CONTEXTUAL RELATIONSHIP matters
– Humanize your brand
• DHL has been front and center with this strategy
Case in point: power of global trade campaign
Visit powerofglobal.trade for more informaiton!

10. 10
DIGITAL: How noisy is it really?

11. 11
DIGITAL: How noisy is it really?

12. 12
DIGITAL: How noisy is it really?

13. 13
DIGITAL: How noisy is it really?
• Deficiencies on UI and CX
– Case of Adblock Plus
– Badly designed door handles
• Insane amounts of digital channels
– Culture of mass attention deficit
*Info graphic grabbed from wersm.com/
For a live counter, check out http://www.internetlivestats.com/

14. 14
DIGITAL: How noisy is it really?

15. 15
DIGITAL: How noisy is it really?
* This is not even 10% of our overall digital presence

16. 16Presentation title | Location | xx Month 20xx
The Attention Economy: Huh?
We are witnessing a fundamental shift in our culture.
Human attention is a scarce commodity.
Lets get REAL
• Demand TV
• Call vs. message
• Credit card
• Facebook sign ups
• Banner ads
• Email marketing

17. 17
What Now?
Two take aways (nothing more)
• Small community operations in a global economy
• Social is not a distribution mechanism
BUT, if your content is insanely good, it will catch on regardless of this.
Case in point:
Viral content set up by JvM Necker
Disclaimer: This campaign was set up by the
agency as an internal competition and works off
of DHL’s brand value within the German market.

18. 18
Look forward to having a conversation with you all. Feel free to drop me a line,
saad.sohail@dhl.com
THANK YOU