12. ‘The challenge for B2B content is
that it competes in a huge array of
media fighting for time against
other always-on entertainment.’
John Rudaizky, Brand & Marketing
Leader, Partner, EY
WE STILL NEED TO FIND
A CONNECTION
14. #TLDisrupted #DSKC
RULE 1: KNOW YOUR AUDIENCE
GIVE THEM WHAT THEY WANT (AND NEED)
NOT JUST WHAT YOU’RE WILLING TO GIVE
15. MARKETERS ARE NOT TRULY FOCUSED ON THE
AUDIENCE
Nearly half of all marketers (47%) cite differentiating their
company from the competition as a primary objective.
42% cite gaining recognition for their company or key
individuals as experts/authority in their field.
Only 28% of marketers cited helping their audience to become
more knowledgeable as a key objective.
Only two in ten cited social media shares or time spent with
content (24%, 21%) as a top measure of ROI.
18. FIRST, WE HAVE TO GET OUT OF
OUR OWN WAY
#TLDisrupted #DSKC
19. #TLDisrupted #DSKC
INTERNAL ALIGNEMENT IS KEY
More than 60%
strongly agree or somewhat agree that
internal alignment is a barrier to
thought leadership production.
20. #TLDisrupted #DSPDX
WHO ARE YOU?
“It’s important for all companies to have a clear idea
of their brand internally before you go ahead and talk
about how that manifests itself externally. To be
credible you have to have a clear understanding of
what you want to portray.”
Hamish Rickman, VP Marketing, Virgin Atlantic
22. #TLDisrupted #DSKC
RULE 3: INVOLVE OUTSIDE EXPERTS
When asked about who was NOT involved in the planning of thought
leadership, but should be marketers cited:
Media partners
All employees
Customers/other outside sources
50%
49%
47%
25. #TLDisrupted #DSKC
RETURN TO THE FUNDAMENTALS
55%
Trust is established through
the quality or nature of the
research and whether the
data is ‘credible’.
‘Challenger brands’ who want to break
through and make the shortlist must
employ rigour: for an unfamiliar source
to prompt engagement, it needs to be
a ‘source of hard facts’ (47%).
28. #TLDisrupted #DSKC
DESPITE THE NOISE, EXECS ARE STILL
HUNGRY FOR HELP
68% consume thought leadership on at least a weekly basis.
33% do so daily.
20% have increased consumption “a lot” over the
past 12 months.
< 5% have reduced consumption either a little or a lot.
29. #TLDisrupted #DSKC
RULE 5: THINK BIG & BUILD A
RELATIONSHIP OVER TIME
Executives and marketers agree:
Compelling TL is ‘innovative’, ‘big
picture’, ‘credible’ and
‘transformative’.
According to executives unimpressive
TL is ‘superficial’, ‘sales-driven’ and
‘biased’
34. #TLDisrupted #DSKC
THE NEW RULES
1. Know your audience – put them first
2. Know yourself – know where you have a right to play
3. But don’t be limited – involve outside experts
4. Less is more – return to the fundamentals
5. Think big – build a relationship over time
6. Stop trying to be a thought leader – be a thought partner
Ok, in all seriousness, what I want to talk about is data. Specifically email and how all of you in the room are literally sitting in the center of the digital universe.
This simple email address can unlock so much data on you.
But when we think about email, we have 2 perspectives.
First is the campaign we do everyday, and the second is about how we consume that in our personal lives. I want us today to think about both sides of this chasm. ON the personal side, an email address is accessed on our phone
Retailers have it cause we give it for receipts or savings
Doctors have our email address
Our home information has it
Even banks have it. The information that can be consolidated based on your email address is amazing….and very scary
But how can we link all that data when the average consumer has 3 email addresses.
Linkedin and Yahoo
B2B – B2C
Especially when we as marketers are devaluing email like this.
I mean, yes. Email continues it’s reign in digital advertising in North America and brings home the REAL BACON. Yes. US BACON RULES. And there is a need to create
Yet only 1/3 are actually going farther. Where customers are expecting to see you go. Not using what they have... Not adding to it.
We haven’t really unlocked the world of this key – with big data.
My understanding is that 75% are still doing batch and blast.
How do we change that??
Think about it. On average, UK advertisers are spending £253 per connected user on advertising. How much are we wasting cuase we’re acquiring customers we already have?
We’re literally pouring money down the toilet
This is the marketing plan of the future... Where it’s going. And it’s not easy to get here.
So where to start? Where are marketers that are succeeding? Strategy. Live in Strat – not in tactic.
I mean, yes. Email continues it’s reign in digital advertising in the US and Canada and brings home the REAL BACON. Yes. US BACON RULES.
