In the coming years, everything that we know about marketing and advertising will be challenged.
New technologies, changes in consumer behavior, and the rise of intelligent personal assistants will make-or-break brands, organizations, and marketers.
We’re entering a world where, increasingly, the consumer isn’t the primary decision maker in their buying cycles. I’m talking about marketing, when the customer isn’t there.
As practitioners, we’ll need to change how we think, and start preparing now.
39. @jonoalderson
We need to change the way we
think about the relationship
between our marketing and
our audiences
40. @jonoalderson
“The roles of content and brand
websites need to shift away from
conversion, and towards positively
influencing brand preference and
recall”
52. @jonoalderson | @distilled
@jonoalderson
A more realistic buying cycle
Moment
Build (or adjust) a consideration set
Reduce consideration set
Evaluate & reduce risk
Choose
Act
55. @jonoalderson | @distilled
@jonoalderson
“I need a new laptop”
Build (or adjust) a consideration set
Reduce consideration set
Evaluate & reduce risk
“Here are some great options for you [...]”
“Show me the second one”
67. @jonoalderson | @distilled
@jonoalderson
1. Availability
Is it open/nearby/valid?
2. Suitability
Is it good/right/cheap?
3. Implied Preference
Does it align with what I understand
of your values?
70. @jonoalderson
You need to positively
influence the consideration set
before the customer
expresses a need...
71. @jonoalderson
2018
System takes previous
brand interactions into
consideration
2018
Thinking about buying a
new laptop
2017
Retweeted a clever joke
about Moore’s Law
2016
Read a really interesting
article about graphics cards
and visual machine learning
72. @jonoalderson | @distilled
@jonoalderson
Direct actions:
● Read an article
● Liked/shared a social post
● Installed an app
● Reviewed a service/product
Network actions:
● Actions from peers
Lookalike actions:
● Behaviour & characteristics of lookalike audience
82. @jonoalderson | @distilled
@jonoalderson
1
Story
Messaging or elements
of the service surprises
+ delights.
2
3
Fulfillment
The service is available,
and is of appropriate
quality.
Experience
Brand interactions are deeply
meaningful (eg, answer
Maslow’s hierarchy of needs)
The Brand Currency Hierarchy
83. @jonoalderson | @distilled
@jonoalderson
Fitbit makes me feel
like I’m in control of my
health
Tesco put things I
need onto shelves
Uber make my travel completely
frictionless (through the removal
of uncertainty)
Amazon (retail) has
everything I’ll ever
need, ‘frictionlessly’
Having Amazon Prime
means I ‘already have’
everything I need
The shop at the end of the street
repairs my bike occasionally.
The Brand Currency Hierarchy
85. @jonoalderson | @distilled
@jonoalderson
#3 Brand currency
Direct preference
Implied preference
Lookalike preference
Opportunity to be present
in a consideration set
#1 Brand marketing
Top of funnel messaging
Distributed content
Meaningful marketing
Opportunity to deliver an
experience
#2 Brand experience
Direct interactions (and sales!)
Network interactions
Lookalike interactions
Opportunity to generate brand currency