a

1. BOB HOFFMAN
TYPE A GROUP
SAN FRANCISCO, CA
TYPEAGROUP.COM

3. “HOWEVER BEAUTIFUL THE STRATEGY,
YOU SHOULD OCCASIONALLY LOOK AT THE RESULTS”

4. MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY

5. 1. THE DIGITAL DELUSION
2. THE BRAND DELUSION
3. THE AGE DELUSION

6. MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY

7. KNOWING SOMETHING IS
COMPLETELY DIFFERENT
FROM THINKING YOU KNOW
SOMETHING

8. “SCIENCE IS THE BELIEF IN
THE IGNORANCE OF
EXPERTS”
RICHARD FEYNMAN

9. 0
25
50
75
100
US DEPT OF COMMERCE, 2016
RETAIL SALES
ON WEB IN A STORE
8%
92%

10. 0
25
50
75
100
eMARKETER
RETAIL SALES
ON A SMART PHONE NOT ON A SMART PHONE
1.5%
98.5%

11. 1. THE DIGITAL DELUSION
2. THE BRAND DELUSION
3. THE AGE DELUSION

12. “…THE END OF THE ERA OF
MASS MARKETING”
FORRESTER 2004
THE DIGITAL DELUSION

13. “…THE :30 SPOT - AT LEAST AS IT EXISTS
TODAY - IS EITHER DEAD, DYING, OR HAS
OUTLIVED ITS USEFULNESS. TAKE YOUR
PICK."
JOSEPH JAFFE, 2005
THE DIGITAL DELUSION

14. SETH GODIN, 2008
“…THE END OF TRADITIONAL
ADVERTISING”
THE DIGITAL DELUSION

15. “…THE POST-ADVERTISING
AGE IS UNDER WAY”
AD AGE, 2009
THE DIGITAL DELUSION

16. “…THE PRESENT IS APOCALYTIC. ANY HOPE
FOR A SEAMLESS TRANSITION - OR ANY
TRANSITION AT ALL - FROM MASS MEDIA AND
MARKETING TO MICRO MEDIA AND MARKETING
ARE ABSURD. THE SKY IS FALLING, WE ARE
EXQUISITELY IRRETRIEVABLY FUCKED.”
BOB GARFIELD, AD AGE, 2009
THE DIGITAL DELUSION

17. “ADVERTISING IS DEAD”
HUFFINGTON POST
THE DIGITAL DELUSION

18. eMARKETER
THE DIGITAL DELUSION

19. THE DIGITAL DELUSION

20. HUBSPOT
6 CLICKS PER 10,000
DISPLAY ADS SERVED
THE DIGITAL DELUSION

21. DOC SEARLS,
AUTHOR “THE INTENTION ECONOMY”
AD BLOCKING: “THE LARGEST
BOYCOTT OF ANYTHING IN THE
HISTORY OF HUMANITY”
THE DIGITAL DELUSION

22. IMPERVA
52% OF WEB TRAFFIC
IS HUMAN
THE DIGITAL DELUSION

23. DR. AUGUSTINE FOU
FIREBALL: 30 BILLION
FRAUDULENT AD IMPRESSIONS A
MINUTE.
THE DIGITAL DELUSION

24. DR. AUGUSTINE FOU
FIREBALL: “…FRAUD ON SUCH A
MASSIVE SCALE IT IS BEYOND
BELIEF.”
THE DIGITAL DELUSION

25. 2016: $7.2 BILLION IN ONLINE AD
FRAUD
THE DIGITAL DELUSION
INTERACTIVE ADVERTISING BUREAU

26. 2017: $16.4 BILLION IN ONLINE
AD FRAUD
THE DIGITAL DELUSION
JPMORGAN CHASE

27. THE DIGITAL DELUSION
HEWLETT-PACKARD

28. BY 2025 AD FRAUD COULD BE
SECOND LARGEST SOURCE OF
CRIMINAL INCOME IN WORLD,
AFTER DRUG TRAFFICKING
THE DIGITAL DELUSION
WORLD FEDERATION OF ADVERTISERS

30. THE DIGITAL DELUSION

31. THE DIGITAL DELUSION
IN H1 2016, 103% OF NEW
ONLINE AD DOLLARS IN U.S.
WENT TO GOOGLE & FACEBOOK
SALESFORCE

32. THE DIGITAL DELUSION
IN 2016, GOOGLE & FACEBOOK
ACCOUNTED FOR 77% OF ALL
ONLINE AD REVENUE IN US
PIVOTAL RESEARCH GROUP

33. THE DIGITAL DELUSION
PRECISION TARGETING

34. THE DIGITAL DELUSION
“BIG BRANDS NEED REACH, NOT THE
DIMINISHING RETURNS OF FINER
AND FINER TARGETING”
2012

35. THE DIGITAL DELUSION
“ONE OF THE GREAT BENEFITS OF
MASS MARKETING IS THAT IT LACKS
PRECISION TARGETING. IT REACHES
ALL THE USERS IN YOUR CATEGORY.”
2013

36. THE DIGITAL DELUSION
“DIGITAL IS INCREDIBLY
EFFECTIVE AND WE’RE DOING
MORE”
CEO P&G, 2013

37. THE DIGITAL DELUSION
“ EFFECTIVENESS AND IMPACT OF OUR
ADVERTISING SPENDING WILL BE WELL
AHEAD OF THE PRIOR YEAR…AN
OPTIMIZED MEDIA MIX WITH MORE
DIGITAL, MOBILE, SEARCH AND SOCIAL
PRESENCE”
CFO P&G, 2014

38. THE DIGITAL DELUSION
IN 12 MONTHS, P&G SALES
DROPPED 8% ($6 BILLION)

39. THE DIGITAL DELUSION

40. THE DIGITAL DELUSION
“WE TARGETED TOO MUCH”
CMO P&G, 2016

41. THE DIGITAL DELUSION
“WE DON’T WANT TO WASTE TIME AND MONEY
ON A CRAPPY MEDIA SUPPLY CHAIN.”
CBO P&G, 2017

42. THE DIGITAL DELUSION
DROPPED $140 MILLION IN ONLINE SPEND IN
MOST RECENT QUARTER. SALES UP 2%
CFO P&G, 2017

43. THE DIGITAL DELUSION
“…THE ADS WERE LARGELY INEFFECTIVE”
WALL STREET JOURNAL

44. THE SHOPPING TEST
THE DIGITAL DELUSION

45. THE DIGITAL DELUSION

46. • TOO ABUSIVE OF CONSUMER RIGHTS
• TOO MUCH FRAUD AND CORRUPTION
• CAN’T FOOL ALL THE PEOPLE ALL THE TIME
• TOO DANGEROUS TO SOCIETY
THE DIGITAL DELUSION

47. 1. THE DIGITAL DELUSION
2. THE BRAND DELUSION
3. THE AGE DELUSION

48. “THEY REACH YOUR HEART AS
WELL AS YOUR MIND, CREATING AN
INTIMATE, EMOTIONAL
CONNECTION THAT YOU JUST CAN’T
LIVE WITHOUT.”
THE BRAND DELUSION
SAATCHI & SAATCHI

49. “…IN EUROPE AND THE U.S.
PEOPLE WOULD NOT CARE IF 92%
OF BRANDS DISAPPEARED.”
HAVAS MEDIA
THE BRAND DELUSION

50. “ACROSS 16 STUDIES, WE FOUND NO
EVIDENCE THAT FOLLOWING A
BRAND ON SOCIAL MEDIA CHANGES
PEOPLES’ PURCHASING BEHAVIOR”
HARVARD BUSINESS REVIEW
THE BRAND DELUSION

51. OVER 88% OF SENIOR MARKETERS
FIND NO MEASURABLE IMPACT
FROM SOCIAL MEDIA MARKETING
DUKE UNIV, AMA, DELOITTE
THE BRAND DELUSION

52. BRAND “LOVE”
THE BRAND DELUSION

53. OUR BRANDS ARE VERY IMPORTANT
TO US, AND NOT VERY IMPORTANT
TO MOST CONSUMERS
THE BRAND DELUSION

54. 1. THE DIGITAL DELUSION
2. THE BRAND DELUSION
3. THE AGE DELUSION

55. “THE MOST VALUABLE GENERATION
IN THE HISTORY OF MARKETING”
NIELSEN
THE AGE DELUSION

56. RESPONSIBLE FOR 51% OF ALL
CONSUMER SPENDING
THE AGE DELUSION

57. OUTSPEND IN NEARLY EVERY
MAJOR CATEGORY
THE AGE DELUSION

58. BUY 55% OF CPG
DOMINATE 94% CPG CATEGORIES
THE AGE DELUSION

59. OUTSPEND OTHER ADULTS ONLINE
2:1
THE AGE DELUSION

60. NET WORTH ABOUT 3X THAT OF
OTHER GENERATIONS
THE AGE DELUSION

61. BUY ABOUT 50% OF NEW CARS
THE AGE DELUSION

62. CONTROL 70% OF US WEALTH
THE AGE DELUSION

63. WORLD’S TOP 6 ECONOMIES
U.S.
CHINA
AMERICANS OVER 50
INDIA
JAPAN
GERMANY
THE AGE DELUSION

64. BETWEEN NOW AND 2030, ADULTS
OVER 50 WILL GROW AT ALMOST 3X
THE RATE OF ADULTS UNDER 50
THE AGE DELUSION
AARP & NIELSEN

65. PEOPLE OVER 50 ARE THE TARGET
FOR 10% OF MARKETING ACTIVITY
THE AGE DELUSION
AARP

66. THE AGE DELUSION

67. THE AGE DELUSION
0
10
20
30
40
50
MEDIAN POPULATION AGE
WORLD CZECH REPUBLIC
29.6
41.4

68. THE AGE DELUSION
0
10
20
30
40
50
PEOPLE OVER 50
ADULT POPULATION ADVERTISING POPULATION
42%
6%

69. `
THE AGE DELUSION

70. “THE MOST IGNORED WEALTHY
PEOPLE IN THE HISTORY OF
MARKETING”
FORBES
THE AGE DELUSION

71. MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY

72. MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY
PERSPECTIVE

73. MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY