Gartner’s recent digital marketing spend survey indicated a sharp decline in spending on content creation and management forcing marketers to employ stronger marketing tactics and practicing 'unblockable' marketing and action brand building.

1. REACHING customers
WHERE TRADITIONAL
MARKETING can’t (WON’T?)

2. What is the biggest
problem marketers face?
In 2015, Salesforce asked 5000 B2B and B2C marketers a big
question:

3. 3Slide /
They
answered
with

4. 4Slide /
WHY
AM I
HERE?
THE POINT OF THIS TALK
the marketing
landscapetoday
Which platforms
deserve yourmoney
Getting past
ad-blockers
New frontiers for
digital marketing

5. How the landscape looked before the internet
RADIO
CONTROLLED MEDIUM
DIRECT
MAIL
CONTROLLED MEDIUM billboard
CONTROLLED MEDIUM
print
CONTROLLED MEDIUM
television
CONTROLLED MEDIUM

6. 6Slide /
market research firms
estimates a consumer
sees ~5000 ads per day.
Not counting social
media content.
“
BY 2020THERE WILL BE
7 CONNECTEDDEVICES
PER PERSON

7.4 social channels
per person producing
noise

CANNOTREACH
CONSUMERS WITH
TRADITIONAL MARKETING


7. 7Slide /
AD-
BLOCKING
18% of us
consumers use
ad-blocking
software
I 
Expected to be
36% this year
S
185 millionusers
globally use
ad-blocking
technology

8. 8Slide /
Heuristic
behaviours
01 A consumer can
Determine if there is
value in a web Experience
in 1/20th of a second. If it
is not valuable then they
leave.
03 Nobody taught
consumers how to
search, how to
use email, or use
Facebook. They
learned on their own.
02 The average user only
browses 1.7 pages of the
website
04 By tapping into heuristic
behaviours we can
optimize our marketing

9. 9Slide /
How do you
manage
your email?
01 WE DISQUALIFYBEFORE WE
qualify
02 heuristicAnd automatic
BEHAVIOURS

10. 10Slide /
HOW DO YOU
MAKE BUYING
DECISIONS?
easy to find and
consume content
In large batches

Another learned
buyer behaviour
By understanding
this we can optimize
for GREATER
CONTENT
CONVERSIONS


11. 11Slide /
PATH TO
PURPOSE
No longer a path to
purchase
Buyer paths are constant
strings
What is your buyer’s
purpose?

12. 12Slide /
TYPES OF
DISCOVERY
Self
Discovery
The highest form of value the Internet
provides. The opposite end of the spectrum is
mass publication.
y
Active
discovery
Discovery is extremely powerful for marketers
to understand because it allows us to fulfill a
desired purpose of the consumer.
F
Passive
discovery
Passive discovery is the secondary action of
search. It is the reason we “Surf ” in the first
place. We are passively seeking an experience,
and trust the things we find on our own.
Discovering something new is our purpose.
f

13. 13Slide /
Self
discovery
= trust
L 3 V
RELATIONSHIP BUILDING INSTANT TRUST AID THEIR DISCOVERY

14. 14Slide /
Customer
advocacy
The switchingeconomy
~$1.7trilliondollars.
Making it the 10th largest economy in the
world, and making churn a major issue we
must face.
q
b2C
CSAT Score
Offering customers an opportunity to give you
a quick thumbs up or thumbs down on their
latest experience with your brand, helps you to
quickly quantify short-term happiness.
s
B2b
NPS Metric
Measure how likely a customer will return (or
remain loyal), and can help you identify those
who are thinking about leaving or are unlikely
to do business with you again.
f
Measuring
success

15. Mass
branding
Everyone dreams of the ad or ad-campaign that gets lots of
attention. Here’s what happens when you only focus on that:

16. 16Slide /
Great
ad
placement

17. 17Slide /
net
negative
experience

18. 18Slide /
WHY YOU NEED TO FOCUS ON THE EXPERIENCE
+30%
Companies who excel at customer
experience out perform the S&P
index by 30%, and customer experience
laggards by 65%.
-33.9%
An experience is a product you produce.
A negative experience is just as bad as a
poorly constructed solution

19. 19Slide /
Now
what?
One unresolved bad experience
Positive Experience 
Positive Experience 
Positive Experience 
Positive Experience 
Positive Experience 
Positive Experience 
Positive Experience 

IT TAKES 7
It takes 7 positive experiences to
make up for one unresolved bad
experience.

20. Action
Branding
Shared action + Shared values = shared profit
First proposed by Cindy Gallop, it’s the model of bringing
together human good intentions with corporate good
intentions.

21. 21Slide /
How it
fits
C
Shared
value
The goal was to provide a safe, reliable
and affordable ride home. Both
consumers and Uber had the same goal
in mind.
In Canada alone, drunk driving claims
almost 1,500 lives and causes over
64,000 injuries every year.
H
Shared
actions
Uber set up curbside breathalyzers to
summon people a free ride home.
L
Shared
profit
Users get a free ride home,
Uber gains a new user.

22. 22Slide /
The
future of
demand
1.5%
Best-in-class conversion
from 100leads
Forrester Research estimates that
for every 100 leads a B2B company
generates best-in-class only
convert 1.5.
Average companies convert about
.7 into revenue
DIGITALADSPEND
INCREASE
62%
eMarketer estimates digital ad
spend will increase by 62% over
the next three years reaching over
$80 billion dollars in spend per
year.

23. 23Slide /
THE RISE OF
THE NEW
MIDDLE
Sales
Acquisition
20%
MEDIATED RELATIONSHIPS
Traditional
marketing
20%
Digital rapport building,
lead generation
60%

24. micromoments
Micro-moments are critical touch points within today’s
consumer journey, and when added together, they ultimately
determine how that journey ends.
There are 3 critical aspects of micro-moments for mobile
shoppers.

25. 25Slide /
BE THERE
91% of smartphone users turn to
their devices for ideas when trying
to complete a task
01STEP
02STEP
03STEP
BE USEFUL
82% of consumers turn to their devices to help
them make a product decision.
Be quick
70% of consumers switch apps, or
sites during micro moments
because “it is too slow”.
3 critical
aspects

26. MACGYVER CONSULTING
WWW.MACGYVERCONSULTING.COM