The document discusses challenges with digital marketing and provides advice for improving marketing strategies. It notes that 80% of digital marketing and 90% of social media marketing do not provide a positive return on investment. It recommends focusing on quality over quantity, building trust with customers through personalized interactions, and prioritizing content and messaging over flashy forms of advertising.

1. @michaelleander
The
Death
of
Diddly
Squat
Inspira6on:
Make
digital
work
!
Michael
Leander
>
www.michaelleander.me
>
@michaelleander
>
#adtechasean
>
@adtechasean

2. @michaelleander
80%
of
digital
marke6ng
ac6vi6es
do
not
deliver
ROMI
(Return
on
Marke-ng
Investment)
90%
of
social
media
marke6ng
ac6vi6es
have
nega6ve
ROMI

3. @michaelleander
Why
are
we
so
busy
reinven6ng
the
wheel,
when
we
haven’t
fixed
the
basics
yet?

4. @michaelleander
Can
the
future
help
you
make
digital
work
now?

5. @michaelleander
Are you in control of this
new gigantic challenge ?
Touch

6. @michaelleander
TTT
Things
Take
Time
o#en
3-­‐5
)mes
longer
than
expected

7. @michaelleander
Impressive
crea5ve
#fail

8. @michaelleander
What
really
decides
consumers
to
buy
or
not
to
buy
is
the
content
of
your
adver-sing,
not
its
form.
David
Ogilvy

9. @michaelleander
Using
humor
is
fine,
but
make
sure
you
connect
to
your
core
value
proposi-on

10. @michaelleander
Time
to
take
a
step
back
if
you
want
digital
to
work

11. @michaelleander
Your
audience
is
exposed
to
6000
adver-sing
messages
every
single
day

12. @michaelleander
The
abundance
of
choices
and
channels
makes
your
job
much
harder

13.
Earning
trust
is
cri-cal
Buyers
are
becoming
more
and
more
cau-ous

14. No
more
sex
on
the
first
date,
plan
for
a
da6ng
process
#adtechasean
But
I
am
soooo
ready
!

15. @michaelleander
Short
aOen-on
span,
loads
of
intrusion
-­‐
how
do
you
cut
through
the
cluOer?
Brain
junk
filter
Do
I
know
you?
Do
I
need
you?
Can
I
trust
you?

16. @michaelleander
Unique
passionate
emo-onal
authen-c
focused
interac-ve
meaningful…
How
do
you
get
into
the
Mind
Box?

17. @michaelleander
Once
upon
a
-me

18. @michaelleander
What
makes
a
business
successful?

19. @michaelleander

20. @michaelleander

21. @michaelleander
We
claim
to
care
about
our
customers
But
have
we
learned
to
walk
the
talk
yet?

23. Own
the
customer
experience
in
all
channels
#adtechasean
@michaelleander
@adtechasean

24. @michaelleander
Digital
is
great
for
targeted
customer
interac-ons
!
So
stop
the
reach
and
volume
obsession
and
start
showing
you
care
about
your
individual
customers

25. @michaelleander
Relevant,
6mely
interac6on
with
customers
and
prospects
on
a
1-­‐to-­‐1
basis.
One
person
at
a
6me

26. @michaelleander
Don’t
count
the
customers
you
reach
–
Reach
those
who
count
#adtechasean
@michaelleander

27. @michaelleander
People
are
not
like
you
–
they
are
different
Meet:
Leave
me
alone
Larry
&
Hold
my
hand
Harry

28. @michaelleander
Meet
Hold
My
Hand
Harry
• Not
digitally
savvy
• Needs
to
have
everything
explained
• Need
to
talk
to
a
real
person

29. @michaelleander
Meet
Leave
me
Alone
Larry
• Digitally
savvy
• 100%
self-­‐serviced
• Rarely
talks
to
real
person
• Expects
you
to
respond
within
3
minutes
and
14
seconds
in
any
channel
• “Lazy
and
therefore
loyal”

30. @michaelleander
Let
me
ask
you
a
ques-on
Stand-­‐up
to
show
your
answer

31. @michaelleander
Which
reads
the
most
words
per
minute
–
the
eye
or
the
ear?
2.500
words
per
minute
125
words
per
minute

32. @michaelleander
Welcome
to
the
picture
economy

33. We
decode
the
message
quickly
and
require
no
explana-on

34. Selfie
6me
–
let’s
put
Adtech
on
the
map
• Take
a
quick
selfie
• Hashtag
#adtechasean
• Men5on
@michaelleander
and
see
what
happens
tomorrow

35. Visuals
s-r
emo-ons
in
a
heart
beat

36. Find
a
picture-­‐editorial
style
that
works
in
all
channels

37. Hero
shots
telling
stories

38. @michaelleander
Use
humor
to
demonstrate
the
benefit
of
your
product

39. @michaelleander
Pictures
and
videos
can
work,
but
these
assets
must
connect
to
your
core
message,
s-r
an
emo-on
that
lead
to
an
ac-on

42. @michaelleander

43. @michaelleander
The
Undeserving
Boss
and
the
Misguided
Staff

44. @michaelleander
Money
Waste
is
Increasing
Every
Day
–
Time
for
the
Death
of
Diddly
Squat

45. Drive
towards
your
objec-ves
first
,
deadlines
second
!
See
video
about
being
objec-ve
driven
hOp://www.youtube.com/watch?v=4mxvy_usWz8
If
95%
of
your
effort
is
here,
you
are
wrong
!

46. @michaelleander
What
can
we
learn
from
sales?

47. Like
not
like,
like
AIDA
The
power
of
social
is
in
the
share
leading
to
ac-on

48. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share
is
good
ac-on
counts
Like
is
NOT
a
currency,
engagements
conver)ng
to
ac)ons
are
@michaelleander

49. The
power
of
social
is
in
the
share
Page
likes
5.000
Organic
reach
845
Shared
222
Total
reach
23.168
Clicks
?
Likes
74
Call
to
ac5on

50. The
Power
of
Paper
Mul--­‐channel
really
is
mul--­‐channel.
Across
the
board
25%
of
consumers
prefer
paper
over
digital
in
cri)cal
stages
of
the
buying
cycle

51. Make
the
share
easy
and
make
it
count
–
from
desktops
to
mobility
Think
about
-­‐ Images
-­‐ Shared
text
-­‐ How
to
make
the
share
convert

52. Pay
aOen-on
to
details
&
don’t
be
afraid
to
experiment,
don’t
be
afraid
of
failure
Create
a
culture
of
experimenta-on

53. @michaelleander
Unsilo
your
marke-ng
ac-vi-es
Silos
Make
You
Suck

54. @michaelleander
Outsource
“hands”,
retain
“brains”
and
create
the
most
efficient
ecosystem
with
maximum
exper6se

55. @michaelleander
The
Bahle
of
The
Agency
&
The
Brand

56. @michaelleander
What’s
all
this
evangelism
going
on
about?

57. @michaelleander
No
real
common
goal
Client
goal
and
approach
Agency
goal
and
approach

58. @michaelleander
Time
for
the
performance
based
model
A
model
that
starts
on
top,
but
cascades
to
each
individual
involved
in
crea5ng
results
It
is
a
winning
situa5on.
If
clients
dare
and
agencies
care

59. @michaelleander
Using
Technology
to
Own
the
Experience
and
Increase
Share
of
Wallet:
Focus
on
things
that
maOer
to
your
business,
not
technology
itself

60. @michaelleander
“EasyJet
sees
20%
upli#
in
conversions
since
delivering
targeted
content
on
home
page”
Richard
Levin,
Head
of
CRM
easyJet

61. @michaelleander
“EasyJet
has
wiped
the
floor
with
us,
with
the
website
and
modest
customer
[service]
improvements”
“We
can
learn
from
the
bits
they
have
done
well.”
November,
2013
Michael
O’Leary,
Ryanair
CEO

62. @michaelleander
Focus
on
your
customers
and
an6cipate
their
needs
>
An6cipate
customer
needs
>
Provide
6mely
service
>
Differen6ate
communica6on
>
Personalize
communica6on
>
Understand
preferences

63. @michaelleander
Adtech
rocks.
You
rock
!
michael@leander.me

64. @michaelleander
How
Fad
Ditching
Made
Digital
Work
How
ditching
fads
and
using
commonsense
might
make
digital
work
for
you
Don’t
ever
stop
experimen6ng
–
but
do
it
wisely

65. @michaelleander
New
opportuni-es
to
interact
and
get
a
response
from
your
audience
using
QR
codes
(or
not)

66. @michaelleander
Drink
and
scan
–
if
you
can
!

67. @michaelleander
Scan
and
download
a
book
–
Vodafone
showed
speed
and
the
“how
to”
at
the
same
-me

68. @michaelleander
Reach
the
right
person
with
the
right
message
at
the
right
6me
–
in
the
the
most
effec6ve
channel.

69. @michaelleander
Too
much
kumbaya
going
on