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ATTENTION ECONOMICS: 6 SOLUTIONS FOR MARKETING IN A WORLD OF INFORMATION OVERLOAD

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Presented by Geoffrey Colon, author of the book Disruptive Marketing and Senior Marketing Communications Designer at Microsoft at Digital Summit Seattle on April 18, 2018.

Publicado en: Marketing
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ATTENTION ECONOMICS: 6 SOLUTIONS FOR MARKETING IN A WORLD OF INFORMATION OVERLOAD

  1. 1. @djgeoffe
  2. 2. All of the information What you need to know @djgeoffe
  3. 3. Three Problems We Need To Address As Businesses and Brands: @djgeoffe
  4. 4. 1. The Wealth of Information Creates a Poverty of Attention @djgeoffe
  5. 5. 2. We Think Too Much in Rational Economics When It Comes to Measuring Attention: @djgeoffe
  6. 6. Most Business Metrics Measure Only What They Can Measure: ROI ROAS @djgeoffe
  7. 7. Problem 3: While the web is infinite, your mind is not. @djgeoffe
  8. 8. @djgeoffe
  9. 9. QUERY 1: WHAT DO YOU THINK OF WHEN YOU ARE TRYING TO REACH PEOPLE WITH A WEALTH OF INFO AND A POVERTY OF ATTENTION?… @djgeoffe
  10. 10. DO YOU ASK: WHERE DO PEOPLE SPEND TIME? @djgeoffe
  11. 11. GOOGLE? BING? FACEBOOK? TWITTER? PINTEREST? INSTAGRAM? YOUTUBE? SNAPCHAT? AMAZON ECHO? @djgeoffe
  12. 12. Those are Stakeholders of Attention Economics. @djgeoffe
  13. 13. ASK INSTEAD: HOW DO PEOPLE PAY ATTENTION TO OTHER PEOPLE? @djgeoffe
  14. 14. @djgeoffe
  15. 15. MIRROR SYSTEMS @djgeoffe
  16. 16. @djgeoffe
  17. 17. MIRRORING INTENT @djgeoffe
  18. 18. @djgeoffe
  19. 19. @djgeoffe
  20. 20. @djgeoffe
  21. 21. Beyond the most glancing attention to more than one thing at any one moment, we stumble. That is why the sum total of human attention is necessarily limited and therefore scarce. @djgeoffe
  22. 22. SOLUTION 1: UNDERSTAND THE MOTIVATIONS OF YOUR AUDIENCE VIA MIRRORING INTENT. THEN REVERSE ENGINEER BACK TO THEIR HABITATS. ONLINE AND OFFLINE. @djgeoffe
  23. 23. QUERY 2: I WANT TO CREATE AN ONLINE COMMUNITY/MOVEMENT/CULTURE FOR MY BRAND! @djgeoffe
  24. 24. DO YOU ASK: WHERE SHOULD WE BUILD THOSE ONLINE? @djgeoffe
  25. 25. GOOGLE? BING? FACEBOOK? TWITTER? PINTEREST? INSTAGRAM? YOUTUBE? SNAPCHAT? AMAZON ECHO? @djgeoffe
  26. 26. Those are Newsfeeds. They are Channels. They are “Partial” Communities. @djgeoffe
  27. 27. ROBIN DUNBAR’s NUMBER @djgeoffe
  28. 28. 150 @djgeoffe
  29. 29. “FACE TO FACE” @djgeoffe
  30. 30. @djgeoffe
  31. 31. INSTA-SYNDROME @djgeoffe
  32. 32. @djgeoffe
  33. 33. SOLUTION 2: THINK ABOUT WHAT YOU CAN DO OFFLINE THAT WILL REVERBERATE ONLINE @djgeoffe
  34. 34. WHILE THE WEB IS INFINITE YOUR MIND IS NOT. REAL LIFE EXPERIENCES CREATE MIRROR SYSTEMS. @djgeoffe
  35. 35. QUERY 3: WHAT MAKES PEOPLE WANT TO SHARE? @djgeoffe
  36. 36. THE PSYCHOLOGICAL TRAITS OF SHARING… @djgeoffe
  37. 37. WHO ARE YOU? Altruist Careerist Hipster Boomerang Connector Selective @djgeoffe
  38. 38. WHY DO YOU SHARE? • To bring valuable and entertaining content to others? • To define themselves to others? • To grow and nourish relationships? • For self-fulfillment? • To get the word out about causes they care about? @djgeoffe
  39. 39. OVERTARGETING @djgeoffe
  40. 40. Lured by the promise of big data, organizations segment audiences too narrowly and unintentionally end up abandoning large groups of potentially lucrative customers. @djgeoffe
  41. 41. PSYCHOLOGY EXPERIMENT (2 VOLUNTEERS PLEASE) @djgeoffe
  42. 42. “If you get too targeted, you reinforce people who love your brands to use more. There are only so many cups of tea you can drink in a day.” – Keith Weed, Unilever @djgeoffe
  43. 43. 01 Broad-reach/match campaigns are still the best way to drive market share, which is in turn a key driver of profit. 02 The good news is that the digital revolution has increased the potential effectiveness of most forms of marketing, including traditional media. 03 So, for firms that invest at the right level, and in the right way, mass marketing is working better than ever. @djgeoffe
  44. 44. All of the information Who you need to reach with your information (light or non- buyers) @djgeoffe Who you think you need to reach
  45. 45. SOLUTION 3: QUESTION DATA, COUNTERINTUITIVELY OPT FOR TARGETING BROADER AUDIENCES, BE WHAT YOU ARE BUT JUST TO MORE PEOPLE @djgeoffe
  46. 46. QUERY 4: ARE AUDIENCE IDENTIFIERS DATED? @djgeoffe
  47. 47. BOOMER MILENNIAL GENERATION X GENERATION Z MILLIONAIRE BUDGET DECISION MAKER AGES 18-35 HEAD OF THE HOUSEHOLD SENIOR VICE PRESIDENT ORG CHART @djgeoffe
  48. 48. The New Definitions (Don’t Fit The Old World): • This is Cara-Beth Burnside aka “CB” • She is 45 Years Old • Visionary in Skateboarding and Snowboarding • First female athlete to have a sneaker named after her • She is a vegetarian • Serves on boards to get women equal pay in corporate environments • How Do You Define Her? @djgeoffe
  49. 49. We Live in an Era with a Surfeit of Subcultures Don’t Kill Demographics: Understand Them @djgeoffe
  50. 50. SOLUTION 4: SEE YOUR AUDIENCES AS PEOPLE WHOSE CHOICES CHANGE CONSTANTLY BASED ON CONTEXT INSTEAD OF NARROWLY DEFINED SEGMENTS WITH SHORT PREDICTABLE LISTS OF PRIORITIES AND MOTIVATIONS @djgeoffe
  51. 51. QUERY 5: WHY DOES EQ and NOT IQ ABOUT ECONOMICS OF AN ERA MATTER? @djgeoffe
  52. 52. The 1970s: Stagflation @djgeoffe
  53. 53. The 1970s: Corporate Rock Cedes Power to Heavy Metal/Punk Rock/Disco/Hip Hop @djgeoffe
  54. 54. The 1970s: Black Sabbath “Iron Man” @djgeoffe
  55. 55. The 1980s: Reaganomics @djgeoffe
  56. 56. The 1980s: DIY Punk Rock Cedes Power to Glam New Wave / Heavy Metal / Shiny Pop @djgeoffe
  57. 57. The 1980s: Poison “Unskinny Bop” @djgeoffe
  58. 58. The 1980s (Fringe): 7 Seconds “What If There’s War In America?” @djgeoffe
  59. 59. The 1980s (Tipping Point): Public Enemy “Bring The Noise” @djgeoffe
  60. 60. The 1990s: Recession @djgeoffe
  61. 61. The 1990s: Grunge / Gangsta Rap / House Music (The Rise of Sample Culture) @djgeoffe
  62. 62. The 1990s: Dr. Dre “The Next Episode” @djgeoffe
  63. 63. The 2000s: Collapse @djgeoffe
  64. 64. The 2000s: Boy Bands / Corporate Pop / Singer-Songwriters @djgeoffe
  65. 65. The 2000s: Nickelback “How You Remind Me” @djgeoffe
  66. 66. The 2010s: Empowerment @djgeoffe
  67. 67. The 2010s: Female Pop Stars (Beyonce, Gaga, Taylor, Katy, Pink) / Indie Hip Hop / Indie Rock @djgeoffe
  68. 68. The 2010s: Taylor Swift “Bad Blood” @djgeoffe
  69. 69. The 2020s: Creative Economy @djgeoffe
  70. 70. SOLUTION 5: CONTEXTUAL RELEVANCE ALLOWS YOU TO BE DISCOVERED BY PEOPLE WHO UNDERSTAND YOU GET IT, OR BEING CONTEXTUALLY UNIQUE ALLOWS YOU TO BE DISCOVERED BY PEOPLE WHO UNDERSTAND YOU ALSO GET IT @djgeoffe
  71. 71. NEW LEARNINGS @djgeoffe
  72. 72. The First Two Eras - “If It Bleeds, Let It Lead” @djgeoffe
  73. 73. A.I.D.A. – Attention, Interest, Decision, Action @djgeoffe
  74. 74. The Third, Fourth and Fifth Eras: “If It’s Outrageous, It’s Contagious” @djgeoffe
  75. 75. The Emerging Sixth Era: “If It Evokes Action, It Has Traction” @djgeoffe
  76. 76. The Four Elements of Popular Culture @djgeoffe
  77. 77. The Conjoint Effect People, brand, celebrities and content creators are all acting like each other and stealing each other’s ideas, tricks and content. @djgeoffe
  78. 78. QUERY 6: WILL VISUALS/VIDEOS ALWAYS BE THE BEST WAY TO GAIN ATTENTION? @djgeoffe
  79. 79. SOLUTION 6: @djgeoffe
  80. 80. IN SUMMATION: 1. Learn How People Pay Attention 2. Offline Converts to Online 3. Target More Broadly 4. See Your Audiences as People, Not Simply Data 5. Pay Attention to Economics/Context 6. Think Accessibility. Visuals Are Not The Only Way to Attract Attention @djgeoffe
  81. 81. My Name is Geoffrey Colon… @djgeoffe

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