The Infinite Future How to build sustainable and scalable relationship with consumers in the infinite media environment.

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40X There  are  40X  more  marke-ng  channels  a  marketer  must  manage  in  2015  compared  to  1960.  This  increased  fragmenta-on  has  happened  as  a  result  of  infinite  media,  instant  connec-vity,  and  the  rise  in  mobility.      

Limitless Channels Gartner  predicted  in  2014  that  by  2017  the  CMO  would  

have  the  largest  IT  budget  in  the  company,  taking  it  away  from  the  CIO.      

The  new  buyer  is  not  like  the  old  one.  They  are  mobile,  cross  channel,  and  highly  informed.  On  average  they  consume  3-­‐7  pieces  of  content  before  they  talk  to  sales.  The  average  person  between  35-­‐49  checks  Facebook  17  -mes  per  day.      

BUYERSCHANGE

GRANDPARENTS Are the fasting growing demographic on

Facebook.

ALWAYS Buyers  are  always  on.  There  are  more  people  in  the  world  with  a  cell  phone  than  there  are  those  with  clean  drinking  water,  or  electricity.  This  being  always  on  has  changed  them  behaviorally.  They  are  not  the  same  old  buyer,  but  rather  a  new  buyer.      

ON

8 SECONDS

AVERAGE HUMAN ATTENTION SPAN MicrosoO  in  their  quest  to  

beQer  understand  the  human,  set  up  a  test  to  begin  to  evaluate  the  

effects  of  mobile  media  on  buyer  behavior.  They  

found  in  their  2013  study  the  average  adult  now  has  

an  8  second  aQen-on  span.  

 

IS SHORTER THAN A GOLDFISHES The  average  aQen-on  span  of  a  Goldfish  is  9  seconds.      

Buyers  harness  more  power  when  they  do  a  single  Google  search  than  all  of  NASA  had  in  1969  to  land  a  man  on  the  moon.  Anything  can  be  found  in  an  instant,  and  if  it’s  not  they  they  leave.      

INSTANT RESULTS

80% Bounce Rate

On visits from Adwords

71% Have been Disappointed by content

25% Will never re-engage If disappointed once

1.70 Page views

Per visit to your site

Produc-on,  Technology,  Distribu-on,  and  Reach  are  all  democra-zed  making  the  rela-onship  you  have  with  your  consumer  the  only  sustainable  compe--ve  advantage.      

Infinite Competition

of Fortune 500 companies are removed from the list in Last decade (2004-2015) 1/3

You  no  longer  compete  with  those  in  your  own  industry,  but  rather  the  best  of  those  fields.  Consumer  are  now  comparing  all  experiences  against  each  other  rather  than  against  their  ver-cal.      

Infinite Competition

Buyers  harness  more  power  

when  they  do  a  single  Google  

search  

Ease of Use  Buyers  harness  more  power  

when  they  do  a  single  Google  

search  

Personality  Buyers  harness  more  power  

when  they  do  a  single  Google  

search  

Service  Buyers  harness  more  power  

when  they  do  a  single  Google  

search  

Relationship  

Production  

3-D printing has democratized production. Now anyone, anywhere, at anytime can print them selves products.

Technology  

SaaS technology democratized business operations. Now any business can have the best tool set to run their business, and build their product, with almost zero overhead.

Distribution  

Distribution and selling of goods has been democratized by online marketplaces. It is easier than ever to sell something at scale.

ENVIROMENTCHANGED

BUYERSCHANGE

= Radical Changes Must Occur

Buyers  harness  more  power  when  they  do  a  single  Google  search  

Limitless Channels  

Buyers  harness  more  power  when  they  do  a  single  Google  search  

Always on  

Buyers  harness  more  power  when  they  do  a  single  Google  search  

Infinite Media  

Buyers  harness  more  power  when  they  do  a  single  Google  search  

Instant Expectations  

Optimizing for small gains will leave you way behind in the infinitely changing world.  

+  

+  

Relationships Are the life blood of every company in the future because they have properties which scale, have value, and become competitive differentiation in the world of infinite options.

01 Trump marketing campaigns

Remember  “New  Coke”  the  only  reason  Coke-­‐a-­‐Cola  didn’t  lose  the  cola  market  was  because  of  their  rela-onships  which  they  build  during  WWII.  Where  they  made  sure  every  GI  got  a  Coke  for  five  cents,  where  ever  they  were  in  the  world.      

Campaigns Can fail

Kimpton  Hotels  is  using  “Journey    Builder”  to  build  long  las-ng  rela-onships  with  customers  even  outside  of  their  travel  schedule.  Technology  allows  this  to  happen,  far  surpassing  Dunbars  wildest  dreams.      

They

Can Scale

Building  rela-onships  with  consumers  inner  desires  is  what  we  should  be  focused  on.  It  is  what  our  society  is  based  off  of,  and  the  best  way  to  drive  people  to  ac-on.  We  are  in  partnership  with  our  consumers  now,  not  producers  for  them.      

Edward Bernay’s created Public Relations after learning from his

uncle Sigmund Freud the power of the unconscious mind. He create a

new form of strategic marketing which built relationships between

products and consumers inner desires.

Bernays Is Right

What do consumers desire?

“Consumers want honest and

authentic experiences”

-Joseph Pine II

Author of the Experience Economy, Authenticity, & Infinite

Possibilities

“Consumers want honest and authentic experiences”

-Joseph Pine II

Author of the Experience Economy, Authenticity, & Infinite Possibilities

Nobody Ever Said “I want content”

They decide engage with content to solve goals, they engage with it because

it aligns with their purpose

The  worlds  best  media  brands  are  failing.  BBC  laid  of  500  reporters  last  year.  Gigaom  the  $22  million  dollar  backed  media  brand,  who  pioneered  blogging  closed  it’s  doors  aOer  8  years  in  2015.  We  need  to  be  rela-onship  brands.      

Media

Brands?

This  is  the  first  -me  in  history  when  everyone  has  the  means  to  create  content,  distribute  content,  and  consume  content  with  no  fric-on.  This  has  created  an  insurmountable  amount  of  content.      

Ubiquitous Content

“1500 posts waiting for you when you log onto Facebook”

-Facebook

more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose.

Consumers choose the brands that engage

them on their passions and interests 42%

Experiences which fulfill purpose are best #likeagirl campaign is watched by over 77 million fans  

Their purpose’s for engaging with content are………

Escape !People wanting to escape will lean on self discover and

social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness.

Discover!Discovery is one of the greatest gifts of the internet. We

have both passive and active discovery modes.

Active Discovery: Direct searches on the internet Passive Discovery: When you scroll down in Facebook

Presence!Is the content which consumers create about themselves to

validate the mediated self they are projecting. Simply engaging with this is fulfilling their purpose, and is

helpful, and does not require you to create more content.

Dynamic Relevance People will only engage with things which are relevant to them. If it is not relevant then it will not be engaged with.

02 Building a system of relevance is the only way to scale personal relationships

Data Collection

Buyers  become  highly  fragmented  beings  across  mul-ple  channels.  They  are  always  connected,  and  always  on.  The  only  way  to  reach  them  is  to  know  more  about  them,  and  understand  what  it  takes  to  really  be  relevant  to  the  modern  buyer.      

You  no  longer  compete  with  those  in  your  own  industry,  but  rather  the  best  of  those  fields.  Consumer  are  now  comparing  all  experiences  against  each  other  rather  than  against  their  ver-cal.      

Behavioral Data

You  no  longer  compete  with  those  in  your  own  industry,  but  rather  the  best  of  those  fields.  Consumer  are  now  comparing  all  experiences  against  each  other  rather  than  against  their  ver-cal.      

Psychographic Data

Also  combine  with  all  other  internal  data.    

CRM Data

Personalized Experience

Requires  you  to  know  each  and  every  person,  and  demands  a  system  of  relevance  which  touches  all  aspects  of  your  business.  This  puts  the  customer  success  plaeorm  at  the  heart  of  your  marke-ng  efforts.  Then  allows  for  scaling  across  all  channels,  with  dynamic  and  predic-ve  personaliza-on.      

Email  

Companies  using  predica-ve  content  on  average  are  seeing  an  increase  in  revenue  by  15%.    

Predictive Content Dynamic  content  suggests  the  

best  next  piece  of  content  given  set  algorithms  of  most  

likely  engagement.  

Owned Experiences Crea-ng  customized  

experiences  also  needs  to  happen  both  on  your  website  

and  via  the  email  content.  

+15% Revenue  

Mindset > Branding You  can  not  control  what  is  wriQen  about  you  online,  but  you  can  control  how  you  act,  and  what  you  do  so  that  what  people  see  is  your  best  foot  forward.    

03

MINDSET!You will be measured by the total number of interactions. The goal of “Mindset” is to align every touch point with the idea of

optimizing for a net positive experience.

Branding is a departmental goal, Mindset is an organizational disciple.

“SHIP MY PANTS”

“SHIP MY PANTS” �

“SHIP MY PANTS” �

This is the value of the “switching economy” this means switching from one product to another. This

makes the economy of switching the 10th largest economy in the world.

$1.7 Trillion

Relationships are hard to substitute! Having everyone in your company with the same mindset is the only sustainable way for you to proactively protect your brand from the infinite amount of content which will be published about you in the future. This is why companies like AT&T give CX a seat at the Executive Table.

Action Branding Mass publishing is the lowest form of value of the internet. Realize that direct engagement is possible and offers a new level of relationships to form.

04 Validating their presence

Shared Value + Shared Action = Shared Profit

Action Branding Formula

Shared Value + Shared Action = Shared Profit

People want to rebuild Braddock PA. Levi wants to

have people associate their

clothes with work again.

Levi puts money, and hires a company to coordinate

community events to rebuild

Braddock. People pitch in, and

suggest projects, and execute them.

They both profit from a better

community, which got back to

working again.

PURPOSE!Action branding is a way to build brand via interactions which fulfill the purpose and desires of consumers. This is opposite of of passive “Branding” which uses imagery to associate feeling

with products.

Action branding is the way we should be looking to use social media in the future. By validating the purpose

people are being social.

Thank you

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