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9:30 @ Main Hall
@selligent
#riversummit2016
A New Approach To Marketing
Dave Frankland
Chief Strategy Officer, Selligent
@dfrankland
CONSUMER
Expects immediate response HYPER-CONNECTED
WELL-INFORMED
DATA AWARE
Expects brands in their social dialogue
Expects brands to leverage their data
DISTRACTED Expects concise content, and effortlessexperiences
Respects Consumer Preference
• Respects the consumer's stated and inferred communication and content preferences
Consumer First Marketing
Consumer First Marketing helps brands build relationships on consumers’ termsIt is marketing with integrity and empathy toward the consumer
Relatable
• Communication speaks to and sounds like the consumer
Adds Value
• Communication explicitly focused on providing value. (i.e., inspire, convince, educate, entertain)
Contextually Relevant
• Communication that recognizes and responds based on the consumer's current state (mental and physical).
Consumer First principles should guide decisions
Identify & recognize – in real-time & across channels
Insight-driven – predictive & contextual
Relevant – channel-flexible & touchpoint-agnostic
Appreciated – valued & respectful
The voyage to “Consumer First”
• Agree on your destination
• Rethink how you identify and recognize consumers
• Leverage predictive and contextual capabilities
• Build permission and earn your consumers’ attention
• Seek to become appreciated and valued by consumers
• Start small and build