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@jonoalderson
The Experience
Age Has Arrived
Digital Marketing In A New Era
@jonoalderson
@jonoalderson
Setting the scene...
@jonoalderson
http://bit.ly/jono-future
@jonoalderson
I’m more concerned about
tomorrow than I am about 2020.
@jonoalderson
● The shape of the market, and consumer buying behaviour is changing
radically.
Immediate concerns
@jonoalderson
● The shape of the market, and consumer buying behaviour is changing
radically.
● Our approach to marketing, advertising and fulfillment is straining.
Immediate concerns
@jonoalderson
● The shape of the market, and consumer buying behaviour is changing
radically.
● Our approach to marketing, advertising and fulfillment is straining.
● The tech and the channels are moving and scaling faster than we can keep
up.
Immediate concerns
@jonoalderson
● The shape of the market, and consumer buying behaviour is changing
radically.
● Our approach to marketing, advertising and fulfillment is straining.
● The tech and the channels are moving and scaling faster than we can keep
up.
● Friction and complexity is killing brands.
Immediate concerns
@jonoalderson
Some tectonic shifts
happening right now...
@jonoalderson
Amazon
Market dominance on
“anything in a box”
@jonoalderson
The Next Billion People
Will come online, and disrupt our markets
@jonoalderson
The Nascent Distributed
Content Ecosystem
…represents a paradigm shift in how we build our empires.
@jonoalderson
3D (and 4D) Printing
...opens up new routes to market, and
reduces the cost+value of commodity goods
@jonoalderson
Marketplaces
...become the new marketplaces.
Commodity goods get cheaper, closer and better.
@jonoalderson
New Interfaces
...create new challenges
@jonoalderson
IPAs
Make decisions on our behalf, and
constrict the top and
the bottom of your funnel
@jonoalderson
Machine Learning
Systems become better
pattern-matchers than us.
@jonoalderson
This is scary.
I’ve some ideas about what happens next, and
what we need to do.
@jonoalderson
1. The finite capabilities of humans and businesses.
We’re going to explore...
@jonoalderson
1. The finite capabilities of humans and businesses.
2. How personal assistants & smart tech will kill the funnel.
We’re going to explore...
@jonoalderson
1. The finite capabilities of humans and businesses.
2. How personal assistants & smart tech will kill the funnel.
3. How we need to change what ‘brand’ means.
We’re going to explore...
@jonoalderson
1. The finite capabilities of humans and businesses.
2. How personal assistants & smart tech will kill the funnel.
3. How we need to change what ‘brand’ means.
4. How all of this spells the end of society as we know it.
We’re going to explore...
@jonoalderson
1.
This is too much (for humans) to deal with.
Tackling even a fraction of this is unrealistic.
Individuals, and brands, will struggle and fail.
@jonoalderson
@jonoalderson
!
@jonoalderson
So, the remit is to...
Get better at everything.
Learn more. Upskill. Juggle it all.
@jonoalderson
So, the remit is to...
Get better at everything.
Learn more. Upskill. Juggle it all.
We’re rockstar ninja gurus, right?
@jonoalderson
So, the remit is to...
Get better at everything.
Learn more. Upskill. Juggle it all.
We’re rockstar ninja gurus, right?
Can’t be that hard, right?
@jonoalderson
Except...
People’s skills don’t scale infinitely.
@jonoalderson
Let’s look at a funnel
(I know this is a horrible, evil
oversimplification)
@jonoalderson
Awareness Consideration Evaluation Purchase
SE EtcSEO PPC Affiliates Display
Retention &
Advocacy
Email
@jonoalderson
So brands struggle
Budgets, structures and performance are constrained
vertically by people doing the thing-they-do.
Risk aversion. Management. Accountability.
@jonoalderson
Awareness Consideration Evaluation Purchase
SE EtcSEO PPC Affiliates Display
Retention &
Advocacy
EmailOffline
Mobile &
Apps
@jonoalderson
Purchase
Awareness
Consideration
Evaluation
Etc
SEO PPC
Affiliates
Display
Retention &
Advocacy
Email
Offline
Mobile &
Apps
@jonoalderson
Purchase
Awareness
Consideration
Evaluation
Etc
SEO PPC
Affiliates
Display
Retention &
Advocacy
Email
Offline
Mobile &
Apps
@jonoalderson
Purchase
Awareness
VR/AR
Consideration
Evaluation
IPA purchase
recommendations
Etc
SEO PPC
Affiliates
IPA purchase
decisions
Display
Retention &
Advocacy
Email
Offline
Mobile &
Apps
3rd party
marketplaces
@jonoalderson
Purchase
Awareness
VR/AR
Consideration
Evaluation
IPA purchase
recommendations
Etc
SEO PPC
Affiliates
IPA purchase
decisions
Display
Retention &
Advocacy
Email
Offline
Mobile &
Apps
3rd party
marketplaces
@jonoalderson
This is a mess
We’re trying to fit our channel mechanics
to consumer behaviour.
@jonoalderson
It doesn’t matter how agile you are
The tech, and your audience, moves faster than
your organisation and capabilities
@jonoalderson
What if...
We structured our activity around the
consumer, not our channels?
@jonoalderson
Demand retention
Demand creation Growing awareness, and
winning hearts and minds
Matching demand to supply
(within constraints)
Surprise and delight, to retain
and grow advocacy
Demand fulfillment
@jonoalderson
Working
on it!
@jonoalderson
This is a variation on a holacracy
http://bit.ly/agile-digital-teams
@jonoalderson
Your company needs to
operate like this now
Because tomorrow, there are 100x more channels,
and your structure doesn’t scale.
@jonoalderson
2.
Assistants will use past behaviour as a proxy for preference
The way we need to think about advertising changes.
The top and the bottom of the funnel constrict.
@jonoalderson
Marketing & advertising...
Assumes that you can interrupt or
purchase my attention.
@jonoalderson
When the assistant decides?
They’ll use data and evidence of (past)
preference to make decisions.
Personalised, aggregated
@jonoalderson
Consumers may never enter the
research buying cycle.
How does anything commodified work?
e.g., car insurance
@jonoalderson
How will you build preference signals?
...six months before they need your product/service?
@jonoalderson
More than just
past actions
What happens when we
they can monitor
emotional and
subconscious
preference, too?
http://bit.ly/emotiontracking
@jonoalderson
We’re in a gold rush for
valuable training data
http://bit.ly/deepminddata
Distance, cost, time,
opening hours, etc., too.
How do you compete when
it’s no longer a
competition?
@jonoalderson
This is all one system.
@jonoalderson
What if they know
more than you do
about your
preferences &
priorities?
http://bit.ly/googlecancer
How should this affect
recommendations, results,
choices?
@jonoalderson
What’s your brand’s value?
How, and where, is it exposed?
How do others derive value from that?
What do you do next?
@jonoalderson
You need to re-engineer your platforms
@jonoalderson
Build hub-and-spoke models
Your website/platform is one output of a central API service.
What else can you do?
Where can you integrate?
@jonoalderson
If can’t compete directly, buy your
way in through data partnerships
If I want to sell more pizza and can’t advertise easily,
maybe I can craft an offer for Netflix viewers?
@jonoalderson
3.
Brands need to reinvent themselves
Smaller brands need heros.
Mid-sized brands pivot.
Bigger brands buy into new markets.
@jonoalderson
Small/new brands should focus on
reputation and recommendation
Influencer marketing becomes a focus again; you need
‘sponsors’ to recommend and endorse you
@jonoalderson
For bigger or
established
companies...
Internal disruption should
be your biggest focus.
If you can’t win the fight,
change the rules.
@jonoalderson
For mid-sized brands…
Maybe success doesn’t look like one big ‘super brand’.
Can you stop trying to be the biggest, and be the best
in one or more spaces?
@jonoalderson
For all companies...
...Detach what you do from what you are.
@jonoalderson
@jonoalderson
For agencies...
If they’re freed up from managing
ad bids and tactical execution,
maybe they could apply their skills
to become brand incubators.
@jonoalderson
4.
Technological breakthroughs disrupt industry and society
Machine learning, automation and VR chip away at our
commercial models, and trigger an arms race for data.
@jonoalderson
Automated
factories
reduce cost of
production
All commodity goods
radically reduce in price.
How do you compete?
@jonoalderson
Doing smart
stuff?
It doesn’t matter, if your
job involves pattern
matching.
What happens when
both sides use systems?
@jonoalderson
And it’s not just
pattern matching
What happens when we
train the machines to
think like us?
Kindred.ai
@jonoalderson
And it’s deeper
inference than
we can achieve
What happens when they
think differently with more
connectedness than us?
http://bit.ly/autolocation
@jonoalderson
How useful
are you,
really?
What happens when you
strip away all of the
pattern-matching skills?
@jonoalderson
@jonoalderson
If we had more time, we could speculate
on the socio-political ramifications...
@jonoalderson
...and explore how connected devices,
VR, and universal income irrevocably
break capitalism...
@jonoalderson
...and how we’ll need to reinvent
Maslow’s Hierarchy of Needs for an
automated world.
@jonoalderson
But, what do we do in
the meantime?
@jonoalderson
I’ve wrapped all of this into five
tips to help you survive.
@jonoalderson
1.
Take stock of your organisation, and yourself.
Where are your strengths, weaknesses, threats & opportunities?
How do these play stack up against your competitors, and against the
changing landscape?
@jonoalderson
2.
Unlearn bad habits.
Stop thinking about channels, buying cycles, advertising.
Structure your teams and projects around consumer needs.
@jonoalderson
3.
Optimise your brand for agility.
Be prepared to pivot on platform, positioning, and product.
Build hub-and-spoke models to remain flexible.
Play to your brand strengths, and learn to reinvent.
@jonoalderson
4.
Build partnerships with other brands.
Find other brands where you’re stronger together.
Create ways to earn attention and preference in other ecosystems.
@jonoalderson
5.
Learn to love the machine.
Identify skills and expertise which are easily replaceable.
Map out the organisational impact.
Start broadening and reinventing your own skillset.
@jonoalderson
THINK HAPPY THOUGHTS
@jonoalderson
Thanks!

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