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The Future Of Marketing

The Future Of Marketing

Incite keynote for Manifest London - covering the future of marketing, covering the past, the present and the future of marketing and growth. Including the three decades of change that reshaped business and how marketing has had to evolve constantly from being the strategic department to being the department that became channel obsessed.

Including why
🏷 Brands have never been so diluted as today
🆕 We have never had so much competition
📱The mobile makes brands operate in micro-moments and not thinking in the macro
🔰The typical funnel is ignored - it becomes task-oriented - I have x task to complete and brands compete at every turn to have attention
💁‍♂️ Mobile users demand “know me” anywhere, anytime

Telling some truths:
Without a good product - marketing is impossible expensive
Without good Marketing, sales is really misleading tricky
Without # of Sales, Marketing & Product are @ fault 👀

To Advantage Marketing:
Marketing is the only department that has to: Predict, Build, Buy & Pull the future forward. So marketing teams have to shape everything from messaging to advertising to product and product positioning.

And why the 4p's and 4c's and funnel has to be reshaped to the more modern world of business: Awareness, Discovery, Conversation, Entertainment, Engagement, Influence, Planning & Inspiration, Technical, Messaging, Press, Extensions, Knowledge

dannydenhard

August 18, 2021
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Transcript

  1. INCITE In Session: The Next Normal
    The Next Normal— 

    The Future Of Marketing
    ?

    Keynote Session
    With Danny Denhard //
    From Focu
    s

    Tweet Me
    @dannydenhard /
    /

    Or Visit focus.business
    Brands in a New Normal

    View Slide

  2. The Next Normal
    The Future Of Marketing
    Danny Denhard - February 2021
    For a copy of the deck please email [email protected]

    View Slide

  3. LONDON LOCKDOWN 2.0
    COMING TO YOU LIVE FROM LONDON - FROM LOCKDOWN 3.0!

    View Slide

  4. Four Actionable Areas We Are Going To
    Cover Today
    The Past Of Marketing
    The Present & How To (Think To) Win
    The Next - Marketing
    Actionable Tips & Inspiration To Win The Next
    1
    2
    3
    4
    LOOK OUT FOR 🙌 FREE HINTS TIME 🙌
    

    - SCREENSHOT THESE FOR INSTANT ACTION

    View Slide

  5. 🚨 I love questions, treat this as an AMA.


    Please ask me questions in the Zoom Q&A & I will
    answer as many as I can at the end of this fast
    paced content
    fi
    x.


    Interactive: There will be votes and parts to
    interact in the chat, I love feedback

    View Slide

  6. LONDON LOCKDOWN 2.0
    RIGHT NOW

    View Slide

  7. Most people’s
    predictions for
    the new normal
    ¯\_(ツ)_/¯
    Me Predicting
    The Next Normal
    🥳 🥳

    View Slide

  8. Please Vote


    by scanning the QR codes
    

    

    or


    bit.ly/2021w
    f

    View Slide

  9. Love To Return? Stay At Home?
    Please Vote - bit.ly/2021w
    fh

    View Slide

  10. Love To Return? Stay At Home?
    Please Vote - bit.ly/2021w
    fh

    View Slide

  11. • 20 years career - Led Marketing Growth &
    Product


    • Last: Ex exec at JustGiving - the purple brand -
    “purple charity”


    • That platform known for 🏃 🏊 🚴’s


    • 5 degrees of separation (not 6 sorry Kevin) - 26
    million customers - aka Captain Tom’s virtual
    home


    • Ran: Marketing Growth Departments &
    Crowdfunding business - 3 sided marketplace
    

    (charity crowdfunding corporates) - £455m
    transacted annually


    • Previous: Been in house agency side & ran 2x
    consultancies. Worked in 3 agencies, Advised 2


    • Now: Focus was built to
    fi
    xed the broken world of
    work - company culture has never been so
    important


    • CEO & CMO mentor


    • Helped to lead Incredible team(s)
    Peak Behind
    

    The Danny D
    Door
    


    View Slide

  12. Usually I would suggest some sort of fun.


    Banned words drinking game:


    ❌ Authentic — ❌ ROI — ❌ ROAS

    View Slide

  13. SIMPLY…MARKETING IS

    View Slide

  14. Marketing is creating & driving demand in a
    product or service
    “
    “
    Marketing includes Advertising Brand Positioning etc etc

    View Slide

  15. SIMPLY…BRAND IS

    View Slide

  16. View Slide

  17. Best people to learn brand from…


    Bottled Water.


    Volvic Evian Acqua Panna Voss Fiji
    £ £££
    💦 💦

    View Slide

  18. 🏷 Brands have never been so diluted as today


    🆕 We have never had so much competition


    📱The mobile makes brands operate in micro moments


    🔰The funnel is ignored - it becomes task oriented - I
    have x task to complete


    💁 Mobile users demand “know me” anywhere, anytime
    (but don’t be creepy)


    😞 Most people don’t remember when they were last
    happy with or at work
    Today’s World - The Reality

    View Slide

  19. Without a good product - marketing is impossible
    expensive


    Without good Marketing sales is really misleading
    tricky


    Without # of Sales, Marketing & Product are @ fault 👀
    1
    2
    3
    FWIW Marketing should be in
    fl
    uencing across all areas of the business not just promotion and ampli
    fi
    cation
    20 Year Cycle Of Learning
    The world of work is at its most broken, it needs
    fi
    xing for the better of employees & businesses

    View Slide

  20. 🎾 Advantage Marketing:


    Marketing is the only department that has to:


    Predict, Build, Buy & Pull the future forward
    This is an opportunity not a threat, treat as something you can think, shape, reshape and future see on

    View Slide

  21. MARKETING & BRAND MODELS


    — Things you will hate to the back teeth…

    View Slide

  22. Awareness
    Consideration
    Intent
    Purchase
    Interest
    Traditional Marketing Funnel

    View Slide

  23. Aware and Compare
    Create / Purchase / Use
    Active
    Success & Reuse
    Retention
    Upsell
    Referral
    Cross sell
    Consideration
    More Typical Marketing Funnel
    Marketing’s
    true focus
    Primed to
    obsess about
    active
    Where
    Marketing
    overlook but
    can really
    win

    View Slide

  24. SUPPLY DEMAND
    Your
    Business
    Marketplaces
    Marketing
    becomes much
    easier with more
    users
    X gets Y gets Z
    How much
    appetite does
    your business
    have?
    Fun to work on
    hard to report on

    View Slide

  25. BRAND
    

    FLYWHEEL
    CONTENT
    SEO
    SHOP
    

    ONLINE
    SALES
    REACTIVE
    

    PR
    PROACTIVE
    

    PR
    PROACTIVE
    

    PR
    PROACTIVE
    

    PR
    BRAND
    CRM
    DISQUALIFIED
    

    LEAD
    TRAFFIC
    Flywheels

    View Slide

  26. Flywheel:


    Products like
    clubhouse
    haven’t spent a p
    or ¢ on marketing
    Deep dive into how Clubhouse created incredible buzz
    

    in 9 months of red rope treatment & celebrity
    fi
    rst

    View Slide

  27. TABLOID
    PRESS
    REDDIT
    BING
    FACEBOOK
    WIKIPEDIA
    INSTAGRAM
    TWITTER
    GOOGLE
    NETFLIX
    TIKTOK
    YOUTUBE
    TRADE PRESS
    LINKEDIN
    TWITCH.TV EMAIL
    SMS
    GIPHY
    IMGUR PODCASTS
    New channels we
    should be
    connected to or on
    Essential
    Key Influences
    Connected Influences
    🙋
    If you can
    map this out &
    explain why -
    you’ll get C suite
    backing

    View Slide

  28. MARKETING: THE PAST

    View Slide

  29. Eras 1700s 1800s 1900s 2000s
    Offline & Mass Marketing


    Leveraging Movement
    Targeted Advertising
    Creative Era


    Start of contextual ads
    Targeting based on habits
    Hyper-targeting aka over
    personalised 🌍


    Magazine & Magazine Ads
    Posters & Ads
    Billboards
    Podcasts
    Department Stores - Shop Windows
    World Wide Web
    Radio Broadcast
    Smartphone Launch
    Newspapers & Newspaper Ads
    Cinema Advertising
    Catalogues
    TV Broadcast
    Cable TV
    Commercial Email
    Mobile Launch
    Train & Tube Ads
    Conversation
    Whats Next?
    Community
    Product Placement
    Ten year Marketing to
    

    Advertising cycle 㿂
    18 Months Marketing to
    

    Advertising cycle 㿂

    View Slide

  30. 30 Years Of
    Constant
    Change
    Conversation
    Community

    View Slide

  31. 1400’s 1900’s
    1800’s
    Pepsi used in
    fl
    uencers in the 1920’s
    Book Advertising
    First Billboard Advertising

    View Slide

  32. Product placement has
    been a staple since the
    1880s & cycles back
    around just look out in
    show you watch on
    Net
    fl
    ix or in Friends
    

    or Fortnite, Instagram,
    YouTube…
    Image Sources: Buzzfeed & YouTube
    Must be in
    shot for x
    period

    View Slide

  33. Entertainment


    Pre Internet
    📰 Newspaper
    📻 Radio
    📺 TV
    Magazines
    Cinema
    Books
    DVD
    On Demand DVD
    Blogs
    Social Networks
    YouTube
    Mobile on demand
    Podcasts
    On Demand Streaming
    Theatre
    Camera
    fi
    rst social media
    Created by
    millions
    

    Seen by few to
    multi millions
    Highly produced by
    few.
    

    Distributed to many.
    Controlled Media
    Recent
    Times

    View Slide

  34. Entertainment
    

    (or a celebrity chef)

    View Slide

  35. Q: Which Brands have lost out most in last 15 months?
    Let me know your thoughts in the chat
    Q.

    View Slide

  36. Marketing
    Brand
    CRM
    Performance
    Traditional
    Comms
    PR
    Email
    Organic
    Social
    Digital
    ATL
    Content
    Traditional
    Push
    SEO
    Organic
    PPC
    OOH
    Digital
    Display
    Website
    On & off site
    TV
    Link Building
    Programmatic
    Offline
    Technical
    Wider Organisation
    Paid
    Product Marketing Video Partnerships Operations
    Experimental
    Specialist Area’s
    Growth

    View Slide

  37. Marketing
    Brand
    CRM
    Performance
    Traditional
    Comms
    PR
    Email
    Organic
    Social
    Digital
    ATL
    Content
    Traditional
    Push
    SEO
    Organic
    PPC
    OOH
    Digital
    Display
    Website
    On & off site
    TV
    Link Building
    Programmatic
    Offline
    Technical
    Wider Organisation
    Paid
    Product Marketing Video Partnerships Operations
    Experimental
    Specialist Area’s
    Growth
    THAT IS A HUGE DEPARTMENT VS OTHER DEPARTMENTS

    View Slide

  38. Marketing
    Brand
    CRM
    Performance
    Traditional
    Comms
    PR
    Email
    Organic
    Social
    Digital
    ATL
    Content
    Traditional
    Push
    SEO
    Organic
    PPC
    OOH
    Digital
    Display
    Website
    On & off site
    TV
    Link Building
    Programmatic
    Offline
    Technical
    Wider Organisation
    Paid
    Product Marketing Video Partnerships Operations
    Experimental
    Specialist Area’s
    Growth
    AND THEN YOU ADD ON ALL THE AGENCIES WE HAVE

    View Slide

  39. CMO
    VP
    Marketing
    Director
    Head of
    Senior
    Manager
    Lead
    Too Many
    Leaders
    Politics & Defence
    Politics & O
    ff
    ensive
    Everyday Battles
    Losing Battle
    Don’t want to lose
    you
    Likely will leave to
    gain a promotion

    View Slide

  40. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌

    View Slide

  41. 1⃣ Internally market as much externally


    2⃣ Take communications to the next level pick the tools
    to use. Use video explainers, images + voice overs etc.


    3⃣ Seed ideas to other teams, don’t be precious


    4⃣ Market & Advertise the positive, news & journalism is
    conditioned into negativity (bad news is only good for journalists)

    View Slide

  42. Old Is New Again: Tackle & turn everything into a billboard, whether
    that is:


    • A Zoom meeting


    • An Instagram live


    • A YouTube series


    • In game gig / conference


    • A hybrid conference (people love free swag 😉)


    • A Podcast (audio experience)


    • A T-shirt cap hat etc


    • A virtual background


    • A VR experience


    • A shopping trip

    View Slide

  43. Placement
    Opportunities
    for brands to
    get involved
    Estimated spending
    on Original Content in
    2021


    Net
    fl
    ix: $11B


    Apple: $6B


    Disney: $1B


    & YouTube paid out $30b to creators in last
    3 years
    The Next Normal 2021 - 2025


    View Slide

  44. Live streaming is
    not going to stop.
    See where you can
    place your brand
    organically or paid
    The Next Normal 2021 - 2025


    Ideas


    • Podcasts & Vodcasts


    • Live streams


    • Web “channels”


    • YouTube Mini Series


    • TikTok Trends


    • Fortnite / Roblox


    • Clubhouse room
    Uno
    ff i
    cial Ad Time: Be So Good People
    Want To Call You Out


    View Slide

  45. LONDON LOCKDOWN 2.0
    MARKETING: THE PRESENT

    View Slide

  46. • 🕹 Gaming - where people spent their leisure time there will be huge shifts and
    marketing spends. Marketers still struggle to understand the like of Twitch and
    it’s communities.


    • 👀 Mass Marketing there are huge eye balls will command huge budgets and
    spends. That won’t ever change.


    • 👍 Tech Backlash Continued kick back against GAFA. Especially Google and
    Facebook. Those ad boycotts didn’t last long.


    • 👂 Clubhouse etc will be hot for the rest of the year. I’ll be surprised if social
    networks don’t attempt to crush it properly by 2022


    • 🎧 Podcasts will be huge business - a lot of consolidation


    • 📲 Livestream Shopping - in
    fl
    uencer as tv host


    • 💳 Buy now pay later - watch this space carefully as many misunderstand the
    issues behind it
    Things I Won’t Dive Into But Essential For You To
    Keep An Eye On

    View Slide

  47. Creativity
    Customer
    Happiness
    Traditional
    Recent Marketing History
    Digit
    al
    Traditional Digital
    Traditional Digital
    Traditio
    nal
    Digital
    Real Marketing Dark Art’s
    Big Bang
    

    Marketing
    Targeting everyone
    Old School Target the right demo
    TV + Untrackable Tracking Everything
    O
    ffl
    ine Online
    Experimental +
    

    Trackable
    Show Marketing
    

    Messages Constantly
    High
    Lower
    Lowest
    Highest
    High
    High
    Lower
    Lowest
    Late 1990’s
    2022

    View Slide

  48. The Funnel


    Is Different:
    

    Tomorrow’s
    

    Marketing
    

    Channels
    

    Are Fluid
    Table 1
    Activity Type Examples
    Awareness TV, Billboard, Tech Press, Radio
    Discovery Instagram, Sponsorship, Pop Up Stores
    Conversation Reddit, Clubhouse
    Entertainment YouTube, Net
    fl
    ix, Giphy,
    Engagement Facebook Groups,
    In
    fl
    uence In
    fl
    uencers, Podcasts, Celebrities
    Planning & Inspiration Pinterest
    Technical SEO
    Messaging SMS, iMessage, Bots, CRM
    Press Consumer, B2B (Trade),
    Extensions Browser, App Widgets
    Knowledge Newsletter, CEO Columns

    View Slide

  49. HONESTY TIME
    😬
    😬
    😬
    😬
    😬
    😬
    😬
    😬
    😬
    😬
    😬
    😬
    😬
    😬
    😬
    😬
    😬
    😬

    View Slide

  50. 👀 Seems easy


    😤 Seems like everyone can do it


    🤕 Anyone can write an email or write ad copy
    right?


    💴 Anyone can buy customers from social?


    👧 Many people with “Senior titles” in
    Marketing seems young
    Being Brutally Honest: Marketing

    View Slide

  51. • Killing performance anxiety


    • Politics and defending your departments and teams performances


    • Get department together change the thinking:
    

    Department
    fi
    rst - Team second (team - we - me)


    • Once Marketing departments breakdown its me - then we - then team - then
    department. This will cause a year of pain.


    • Death by Vanity Metrics and Dashboards - don’t hide behind them, get insights


    • Not knowing the di
    ff
    erence between actions, tactics & strategy


    • Having little to no in
    fl
    uence over Product


    • Growth teams outside of Marketing


    • Knowing what activity moved the needle


    • Not being able to say x = y


    • Letting other business owners devalue Brand
    The main challenges for Marketing leaders

    View Slide

  52. View Slide

  53. 2021 — ♾


    Marketing has to connect with the customer far
    more than any other department, whether you are
    B2B or B2C

    View Slide

  54. 1⃣ We have to stop obsessing about social media*
    

    - sorry not sorry


    2⃣ Gone are the days of hiding behind buzzwords
    

    - simple wins every time


    3⃣ Marketing has to create curiosity to cause demand
    

    - we seem to have forgotten this


    4⃣ Growth has become a gift & curse if a proper
    Growth team they will be moving needles you have
    struggled to move for years
    

    - show how you move needles
    Proactive: Marketing Has To Lead The Charge

    View Slide

  55. Inspiration: Smart Move: Patagonia
    Playing In Related Food
    Image Sources: Patagonia
    🗳 Vote Time


    What do you think?


    Smart or Silly?


    Add your thoughts in the chat


    Comment SMART 👍 or SILLY 👎

    View Slide

  56. Data has misled many younger Marketers


    Yes data is important but how do you think marketers did it before head heart gut
    🧠 - this is right data is there, easy (limited creativity)
    ❤ - this feels right, the data backs this up we are behind
    this it’s going to work (more creative)
    🥑 - our intuition is saying this is going to work there is no
    data or the data is wrong
    

    We are so behind this we are going to make it work. (Super
    creative)

    View Slide

  57. The Best Marketers:


    - Have empathy


    - Have a true gut feel


    - Know how to read & talk to the room


    - How to write the right tone


    - And importantly can balance tone and
    brand requirements


    View Slide

  58. Brand and Product
    Partnerships are
    tricky, hard and
    political however
    an overlooked part
    of Marketing
    Image Sources: Krispy Kreme
    🙌 🤫 Learn from Music, YouTube etc
    

    Audience borrowing & engagement 🙌
    🙌 🤫 & 20 year cycles work brilliant 🙌

    View Slide

  59. A Quick Story Break:


    - I used to get sent to companies to problem solve
    or workshop Marketing department problems


    - I was sent to 🇩🇪 to help a large well known food
    delivery company


    - They had the best team dynamics, just never
    workshopped together in a di
    ff
    erent way


    - Delivered a TV campaign in 30 min session


    - Extremely successful as Product, Sales,
    Marketing & Business leads are all aligned on
    collaboration

    View Slide

  60. BRAND SECRET 🤫
    🤫 🤫 🤫
    🤫 🤫 🤫
    🤫 🤫 🤫
    🤫 🤫 🤫
    🤫 🤫 🤫
    🤫 🤫 🤫
    🤫 🤫 🤫

    View Slide

  61. 🥤Fizzy Product 🥤
    A
    ffi
    nity
    Cognitive


    Connection
    Guidance
    Status
    Feeling
    

    From
    

    Brand
    Market
    

    Size
    Quality of
    

    Product
    Brand
    

    Visibility
    Does it make me
    

    look luxury look good
    or more attractive?
    When I am
    

    questioned does
    

    the brand guide
    

    me another way?
    Help you get
    connected to the
    product lines
    I think this is
    great even when
    people say x is
    better
    ❤
    💰
    💯
    🧠

    View Slide

  62. 💭 The TV is still the only Marketing ‘tool’ that
    completely designs rooms within living spaces.
    🤔
    💭 The mobile might be super personal but
    only hits your eye balls & privacy is coming for
    crappy Marketing & Advertising 📱
    Two Thoughts To Think About

    View Slide

  63. World’s Biggest Brands
    Source: https://brandirectory.com/rankings/global/table
    Typically Have Huge
    

    Marketing Budgets

    View Slide

  64. Amazon constantly win because they
    created
    

    “Prime Expectations”
    - Brilliant Service - Delivery within a day - Fair price
    - Convenient - Delivery to friends and family - Simple
    - One Click

    View Slide

  65. HD & Low Cost Music
    Fanatical Customer
    Free entertainment & Sports
    Food in two hours
    Big sale for 48 hours
    Free storage of memories
    Live powerhouse
    Coming for fashion
    Wheel Image Inspo: Prof G
    Amazon Flywheel

    View Slide

  66. Amazon have the best brand & PR plan:
    

    - O
    ff
    er a great service


    - Customers get fair price


    - Any move is written about


    - Anything mentioned is a story


    - Example: Drone Delivery


    Their Promise:
    

    Customer Centric . It won out

    View Slide

  67. Yes, Amazon are the biggest
    advertiser in the world.
    🤯 $8b from Amazon Advertising Business Revenue from Q4 2020

    View Slide

  68. Shopify: Build An App
    For Deliveries To
    Gather Intel & Add A
    Shopping Service

    View Slide

  69. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌

    View Slide

  70. One of the upcoming battles


    INBOXES
    📧 Email algorithmic
    fi
    ltering killing your open
    rates
    💬 Brands switching to SMS & Chat
    Instagram Telegram iMessage WhatsApp
    SMS WeChat
    Customer Nightmare
    👎👎👎
    

    👎👎👎

    View Slide

  71. LONDON LOCKDOWN 2.0
    DISNEY AS INSPIRATION

    View Slide

  72. Image Source: Disney

    View Slide

  73. Image Source: Disney
    IF YOU CANNOT EXPLAIN YOUR COMPANY STRATEGY ON ONE PAGE YOU AREN’T
    EXPLAINING IT WELL ENOUGH

    View Slide

  74. Image Source: Pixar
    FYI THERE ARE 4 REASONS WHY PEOPLE SHARE ONLINE:
    

    LOVE ❤ HATE 😠 ANGER 😤 VANITY 💅

    View Slide

  75. WHERE WE ARE TODAY
    💩 💩 💩
    💩 💩 💩
    💩 💩 💩
    💩 💩 💩
    💩 💩 💩
    💩 💩 💩
    💩 💩 💩
    💩 💩 💩

    View Slide

  76. There is 🆕 category that was created in lockdowns


    - Good enough (+made at home)


    - Good


    - Better (+made at home)


    - Best

    View Slide

  77. Good enough +made at home
    Good
    Better +made at home
    Best
    🆕
    Got Smaller
    Opportunity to get bigger
    🆕
    What is your brand?

    View Slide

  78. Good enough
    Good
    Better
    Best
    IF ALL ELSE FAILS I’M GOING DTC

    View Slide

  79. Brands happily gave away their ‘secret sauce’
    Summer 2020
    Marketers (& Business Owners) in the 1980’s
    1990’s and 2000’s would have a heart attack if
    secrets were given away
    !!

    View Slide

  80. Short Term to Long Term:


    Understand where people
    fi
    nd out about you and
    how they share your brand.


    1am new parent groups (On iMessage, WhatsApp,
    Facebook, Reddit Groups) are incredibly powerful
    and relied upon far more than you know
    Survive Thrive

    View Slide

  81. Good Once Small Brands To Check Out &
    Analyse
    Struggled in
    

    early days
    Knew their niche
    Known for their
    

    style of products
    Two brothers obsessed
    

    with quality
    Knew their audience
    

    would pay more vs
    

    other brands
    Smart sponsorship of
    

    clubs & players
    Low cost
    Know how
    

    to leverage stars
    Related to core
    demographics
    Knew the
    space
    Went big
    with big
    celebs
    High turnover
    

    of clothes

    View Slide

  82. The real issue we face

    View Slide

  83. TACTICIFCATION
    Retargeting Social Media
    Instagram Stories Product Strategy
    PPC
    Content distribution
    Subscription models
    Price increase Competitor obsession
    Revenue diversi
    fi
    cation
    More video content
    Brand redesign
    Lower CAC
    Automated bidding
    More Agency Support
    TikTok
    Pivot to DTC
    Demographic Targeting
    Buzzword Bingo
    LinkedIn Stories
    In
    fl
    uencers
    🚨
    🚨
    🚨
    🚨
    🚨
    🚨
    🚨
    🚨

    View Slide

  84. National Press
    Bing
    App and CRM Instagram
    Facebook
    Local press
    Trade Press
    CHANNEL
    OVERLOAD
    Google
    PAID AND ORGANIC
    PAID AND ORGANIC
    PR & COMMS
    Twitter
    LinkedIn
    Reddit
    TikTok
    Pinterest
    Channel
    Overload!

    View Slide

  85. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌

    View Slide

  86. 4 Actions To Win
    1. Don’t over stretch yourselves on Marketing channels
    especially falling for the multiple social media channels


    2. Learn what works and why customers buy you


    3. Leverage network e
    ff
    ects and referrals from your
    existing customers. Referral = free. Retention = cheap.
    

    Re-acquire = EXPENSIVE


    4. See if User Generated Content can work harder for you.
    

    Think content creation - content curation - content distribution

    View Slide

  87. LONDON LOCKDOWN 2.0
    BRAND NOW ➡ NEXT

    View Slide

  88. 2000 - 2005


    Brand and product
    is king queen and
    everything between
    PRE 2000


    Just large brands
    2010 - 2013


    Search was the core part of
    the evolving world it
    became product + keyword
    speci
    fi
    c
    2005 - 2010


    Digitalising world
    product and keyword
    speci
    fi
    c (brand is still
    important)
    2019 - 2020


    Review sites are
    noisy and
    inconvenient
    2015 - 2018


    Social World spray
    and pray (do we
    need brand)
    2020+


    WHAT THE HECK
    GOING ON?
    2021


    Survive or thrive
    Brand & Marketing Timeline

    View Slide

  89. Need Inspiration - It’s Tomorrow

    View Slide

  90. Need More Inspiration?
    The 1st Michelin
    Guide was compiled in
    1900 by 🇫🇷 Michelin
    Brothers

    View Slide

  91. Even More? Look At The Cameo
    Professional Sales Ecosystem
    Source: Cameo

    View Slide

  92. Real Brand
    fl
    ows throughout everything you do:


    Brand starts from:


    The moment they


    hear about you
    Finds or


    discovers you
    See on social
    Customers interact with


    you and your product
    The order The packaging
    The email con
    fi
    rmation The customer service
    The returns


    process

    View Slide

  93. Real Brand
    

    HINT GO & CLAIM AFTER THE CUSTOMER, SERVICE, SUCCESS TEAMS

    View Slide

  94. 🗳 Quiz Time:


    Better Shopping Experience?


    Online Or O
    ffl
    ine


    Vote in the Zoom chat
    

    

    A. 📱 for online
    

    Or
    

    B. 🙋 for o
    ff l
    ine


    View Slide

  95. There are three brands buckets
    1. Visible &
    Known
    2. Know &
    Relevant
    3. Invisble &
    Irrelavant

    View Slide

  96. Where do you really sit?
    1. Visible &
    Known
    2. Know &
    Relevant
    3. Invisble &
    Irrelavant
    Not sure then you sit here

    View Slide

  97. Understand where you live in:


    Know 🧠


    Like 👍


    Love 💕
    If you aren’t known you will struggle
    If they like you why? + How are you
    going to push to love?
    If they love you say thanks quickly.
    What can you do to optimise this

    View Slide

  98. Understand where you live in:


    Know 🧠


    Like 👍


    Love 💕
    If you are unsure you live
    here.
    

    

    No one wants to live here.

    View Slide

  99. Take It One Layer Deeper:
    The 7 Brand Classes
    Unknown - Noticed - Seen - Heard - Known - Loved - Hated
    🤷 👁 👀 👂 👍 💕 😠
    🤷 👁 👀 👂 👍 💕 😠
    Where are you?
    https://dannydenhard.com/7-brand-classes/

    View Slide

  100. Branded Tattoo’s? Is That Love 💕?

    View Slide

  101. Do you understand if you are an Invisible Brands or
    Visible Brands?


    It’s the additional connection…


    Brands you: Wear — Carry — Feel — Drink — Eat — Share
    — Tattoo


    The trust we show by wearing a logo especially luxury is
    status driving and being visible is going to be even more
    important.
    

    It will be billboard time.

    View Slide

  102. THE NEW WORLD OF BRAND
    & PR - POLITICS

    View Slide

  103. Why are brands so dilatable?
    

    Doing the wrong thing


    Saying the wrong thing


    Selling the wrong thing


    Product being o
    ff 

    Poor service

    View Slide

  104. Do brands have to speak on issues and
    politics?


    • Will you be seen as right or wrong?


    • Will you say the right words or have wrong
    intent or side with the wrong team?

    View Slide

  105. Company CEO’s are having to
    be politicians - if you are in
    brand or PR you will have to
    understand where you stand &
    comment - 2021-2022 is going
    to be the biggest test for CEO’s

    View Slide

  106. Brand Trust Factors
    ✅ ❌ ✅
    ❌ ✅ ❌
    ✅ ❌ ✅
    ✅ ❌ ✅
    ❌ ✅ ❌
    ✅ ❌ ✅

    View Slide

  107. Brand Trust
    

    Factors
    • Website


    • Social Media


    • Size of Social Media Following


    • Product Reviews


    • Trust Sites


    • Mobile App


    • Ranking Site


    • Word of Mouth & Their Trust


    • Who Gave Referral &
    Recommendation


    • Sold on Amazon


    • Helpline


    • Live Chat


    • Twitter Replies


    • Speed of delivery


    • Deliver partner

    View Slide

  108. Free Brand Trust
    

    Factors Audit
    • Website ☑


    • Social Media ☑


    • Size of Social Media Following ☑


    • Product Reviews ☑


    • Trust Sites ☑


    • Mobile App


    • Ranking Site ☑


    • Word of Mouth & Their Trust ☑


    • Who Gave Referral & Recommendation ☑


    • Sold on Amazon


    • Helpline


    • Live Chat


    • Twitter Replies


    • Speed of delivery ☑


    • Deliver partner

    View Slide

  109. Brand Tracking - Impossible?
    🕵 🕵 🕵
    🕵 🕵 🕵
    🕵 🕵 🕵
    🕵 🕵 🕵
    🕵 🕵 🕵
    🕵 🕵 🕵

    View Slide

  110. 1/ Monitoring: Open reviews vs Dark
    reviews
    Open
    Dark

    View Slide

  111. 2/ Reputation:


    Review sites vs
    OnSite vs Dark
    Trust Sites
    OnSite

    View Slide

  112. 2/ Reputation:


    Review sites vs
    OnSite vs Dark
    Dark

    View Slide

  113. TLDR: Challenging to measure


    Dark is where your valuable referrals are
    mostly coming from.


    Dark will be hurting your brand when people
    talk about you as you cannot say anything.


    Think bad restaurant experience you will tell
    anyone who will listen. Online & chat is the
    same

    View Slide

  114. The world is going darker, more tribal, more
    connected, more niche.
    

    

    Open is not always transparent.


    Leverage, track and encourage dark
    interactions. Even take it direct to you.

    View Slide

  115. LONDON LOCKDOWN 2.0
    THE NOW AND NEXT OF BRAND & MARKETING

    View Slide

  116. People who go unsung (aka heroes) in Marketing


    Uno
    ffi
    cial Community Manager - that person who connects everyone
    in a WhatsApp group, Slack Channel, Present arranger.
    

    Action: Go market to and celebrate this person


    The Mass Referrer - the person who tells friends about a great brand
    a great series a powerful book. Or Serial Podcast.
    

    Action: Flirt with this person


    Constant Contributor - The people who add value constantly despite
    skill and ability not being seen as high as the others within a “space”.
    

    Action: Bring them into your brand, make them feel welcome!

    View Slide

  117. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌

    View Slide

  118. Happiness 😀
    Hope 🙏
    Hero 🦸
    Humans are looking for the
    3 H’s from Brands (not
    products) in the world we
    live in today
    🙌 This is the same from what people
    desire from their jobs and workplace 🙌

    View Slide

  119. Happiness 😀
    Hope 🙏
    Hero 🦸
    🎖 RIP Captain Tom

    View Slide

  120. Happiness 😀
    Hope 🙏
    Hero 🦸
    Hero Gin
    Image Source

    View Slide

  121. LONDON LOCKDOWN 2.0
    OUR AUDIENCE? COMMUNITY? PEOPLE 👀

    View Slide

  122. “We have”:


    users → customers → fans → advocates

    View Slide

  123. We have: users → customers → fans → advocates
    Do you really?
    Audience

    View Slide

  124. We have: users → customers → fans → advocates → Community?
    Do we really?
    Audience

    View Slide

  125. Always remember!


    We have non customers & customers…
    

    

    they are people (not users)

    View Slide

  126. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌

    View Slide

  127. Pre Acquisition: have more trust signals than anyone else.


    Be places where people expect you.


    During Decision Mode: Ask yourself how do we make this inspirational or
    aspirational. Match with scarcity!


    Product Marketing: Build a hero moment for the customer once the customer is
    built as the hero they will know it is their product their brand.


    Retention: Build deeper connections with existing customers. Learn more by
    asking questions and gaining insights from their behaviour.
    

    Ask! Example this a present? Saves emailing 100 times and being spammed.


    Retention: Build on the products they have brought into and build out layers of
    trust connection and a
    ffi
    nity into the brand tell more stories connect their story
    with other customer stories and why it is important.
    Quick Timeless Tips:

    View Slide

  128. There is an ugly truth no
    Marketing person wants to admit…

    View Slide

  129. In 2021 & 2022 we have to:


    - Guess more


    - Work harder


    - Be better


    - Do more - with less

    View Slide

  130. %
    0
    20
    40
    Budget
    Headcount
    Answering Problems
    Getting Eveything Done
    C Suite Trust
    Sta
    ff
    Leaving
    Keeping team happy
    5
    5
    5
    10
    15
    20
    40
    Fears for 2021
    Fears for
    Marketing
    Leaders in 2021

    View Slide

  131. Fears for
    Marketing
    Leaders in 2021

    View Slide

  132. 4P’s


    Product


    Place


    Price


    Promotion


    4C’s


    Customer/consumer value


    Cost


    Convenience


    Communication
    The question to answer
    in 2021 & beyond


    Do you and
    your team
    manage these?

    View Slide

  133. Right now
    the
    answer
    likely is:
    4P’s


    Product ❌


    Place


    Price ❌


    Promotion


    4C’s


    Customer/consumer value ❌


    Cost ❌


    Convenience ❌


    Communication 🤷

    View Slide

  134. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌

    View Slide

  135. 4 Actions To Win
    1. Be clever with marketing spend.
    

    Create a growth and testing budget start small & ramp


    2. Own & inspire the customer, treat as people not as
    users. Customer service and delivery most important
    feeling you can connect with. Delivery out of your control
    but the experience very much is!


    3. Short term tactical thinking kills teams think long term
    act mid react short term.
    

    Think 5 years - plan 3 years - act 1 year


    4. Be more convenient, be more agile, use the 3 H’s to win

    View Slide

  136. RECOMMENDED MARKETING SHIFTS

    View Slide

  137. Marketing’s Next Shift?
    Department
    Goal
    Colleagues
    🔑
    Social
    SEO
    PR
    CRM

    View Slide

  138. Marketing’s Next Shift? Cross Functional Squad’s
    Squad A
    Goal
    Colleagues
    🔑
    Squad B Squad C

    View Slide

  139. Marketing’s Next Shift?
    Goal
    Colleagues
    🔑
    Squads
    

    Tackling
    

    Company
    

    Goals
    Marketing
    

    Manager
    Product
    

    Manager
    Front End
    

    Developer
    Senior
    

    Designer
    Supporting Experts

    View Slide

  140. PR
    

    drumbeat
    Content Paid Media
    Social
    Media
    SEO
    CRM
    Ampli
    fi
    cation
    Direct contact
    Algorithmic
    Product &
    Tech
    Data
    Sales
    Account
    Management
    Throughout My Career Newsroom Wins

    View Slide

  141. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌

    View Slide

  142. 4 Actions To Win
    1. Rethink how your teams are set up.
    

    Departments become too big too disconnected


    2. Newsrooms work great if you agile or you are big
    enough and can be proactive and not overly reactive


    3. Old habits die hard so train teams to share information
    and present info and
    fi
    ndings


    4. Don’t rely on the most senior marketer to have the time
    to do this co-manage or take the lead

    View Slide

  143. CUSTOMER STATES

    View Slide

  144. States Of The Customer
    Want State Need State Action State
    90%
    30% 65%
    80%
    10% 50%
    Likelihood
    

    to transact
    Right Product
    

    & Brand Story
    Want something Need to do
    I have to
    

    take action
    Time constraint Price point challenge

    View Slide

  145. Getting More Personal With The Customer
    Want State Need State Action State
    90%
    30% 65%
    Right Product
    

    & Brand Story
    Want something Need to do
    I have to
    

    take action
    Time constraint Price point challenge

    View Slide

  146. Getting More Personal With The Customer
    Want State Need State Action State
    90%
    30% 65%
    Right Product
    

    take action
    Time constraint Price point challenge
    HARD FIGHT EASIER FIGHT
    Spending too much here Not enough here Spend more here

    View Slide

  147. AUTHENTIC BRANDS - AUTHENTIC CONNECTIONS?

    View Slide

  148. Brands never would be associated with
    3 areas
    2
    3
    1 Poker ♦
    Pills 💊
    Porn 😱

    View Slide

  149. You would
    have never
    wanted to be
    associated
    with these

    View Slide

  150. You would
    have never
    wanted to be
    associated
    with these
    Did

    View Slide

  151. Previously:
    You would
    have never
    wanted to be
    associated
    with adult
    themes.
    Now If You Have A:
    

    Great presenter + great content + great
    discussion + experts & content roadmap = will
    help build trust & long term partnerships

    View Slide

  152. But…Brands want to sponsor audio
    content & cultural movements
    Barstool Sports Spotify

    View Slide

  153. It’s great this
    is changing
    Authentic Brands
    are now entering
    in the real life &
    wellbeing space

    View Slide

  154. THE NEXT POWER PLAY - AFFLUENT COMMUNITY

    View Slide

  155. This is Peloton
    Jess
    Jess loves connecting with
    people similar to her.
    Jess is an introvert &
    performs to work out in
    her home
    Jess strives for the
    personal bests
    Jess was referred by
    her my girls WhatsApp
    group
    Jess feels like her
    instructor is one of her
    people
    Jess often shares her
    achievements of
    fi
    tness
    on her Instagram
    Jess loves the
    gami
    fi
    cation and the
    leaderboard
    Jess has made a few
    friends from using
    Peloton
    Image Source

    View Slide

  156. Instructor In
    fl
    uencer
    - Emma Lovewell
    Largest class 50k live
    On demand classes can
    then receive 100k
    Over 3 million users
    that an instructor can
    train
    Members are averaging
    24 workouts per month
    Class are a window into
    the community life
    The Facebook community &
    sub community is vital for
    instructors - mums dads
    instructors & direct to
    instructor
    Image Source
    Emma was part of the
    original Kickstarter
    campaign
    Peloton - The Worlds
    

    Most A
    ffl
    uent Brand
    Averages 3k people attending
    her workouts
    Emma when asked
    what’s key for Peloton:
    It’s community

    View Slide

  157. There are plenty of other workout at home brands taking on
    traditional gyms 💪 Aka Connected Fitness
    Connected Equipment Workout Apps Fitness Tech
    Platforms are all in

    View Slide

  158. Image Source - the new consumer coe
    ff i
    cient
    Peloton 2020
    into 2021
    explosive graph
    📈

    View Slide

  159. “Investors pumped $7.3 billion into just over 730 U.S.-based
    fi
    tness apps and platforms in the past
    fi
    ve years, with $2.4
    billion coming just in 2020, according to known funding rounds
    within the Crunchbase database.”


    $2.4b Invested By VC’s In 2020 Alone
    Source - https://news.crunchbase.com/news/vcs-share-what-its-like-to-test-out-
    fi
    tness-apps-before-they-invest/

    View Slide

  160. People were looking for Pelotons in hotels to book and
    continue their
    fi
    tness ritual their streak their status their
    Instagram update
    fi
    nding their place on the road.
    Addictive Peloton 🚲

    View Slide

  161. Tonal & Hotel Gym Tie Up
    Hotels will be the
    fi
    rst to
    think about how to
    become more connected
    to their customers.
    

    

    Becoming low cost gyms,
    pop up venues,
    fl
    exible
    o
    ffi
    ces, room based
    restaurants, hybrid
    conference venues etc

    View Slide

  162. The truth be told the gym 🏋 was inconvenient like many other
    o
    ffl
    ine activities.


    We have however just moved our sharing habits online too.


    Peloton, Mirror etc are just the tip of the iceberg for o
    ff l
    ine
    moving online & having a celebrity instructor train you will be
    almost normal but only accessible for those who invest.


    Apple
    fi
    tness+ will be biggest & best athletes training you.

    View Slide

  163. 1⃣ Question to answer every
    year but essential in today’s
    market?


    • Am I part of a habit


    • Can we be part of a ritual


    • Can we make it onto their
    lists
    Lessons to Learn


    2⃣ Tribes…


    How people think of Tribes: The
    bond over common enemies.


    But Tribe typically means:


    Empathy — Meaning — Connection
    — Friendship


    Tribal Nature


    • Do I belong?


    • How can I belong to this?


    • Where do I go for this feeling?

    View Slide

  164. PLAN FOR THE FUTURE

    View Slide

  165. We about to see the
    end of having to go
    to a stadium to
    enjoy a match a
    concert a
    conference an
    exhibition

    View Slide

  166. Hear 👂


    Touch ✋


    Click 📲


    Chat 💬


    “Hug” 🫂
    Time To ReThink


    View Slide

  167. Hear 👂


    View Slide

  168. PROJECT
    How long will it take to build?


    How much resource will it need?


    How easy is it to test and iterate?
    MARKETING
    How easy is it to advertise?


    How easy is it to get press?


    How easy is it to get in front of
    the right users?
    FINANCIAL
    How much investment?


    How much will it take to work?


    How much ROI & when?
    The Questions To Expect With Experimental

    View Slide

  169. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌

    View Slide

  170. 4 Actions To Win
    1. Build for next and the future. Stop looking behind your.


    2. We are going to be living in the experience era in the
    near future. Everything to experience something extra.


    3. Customers will always want to invest in an experience
    and a brand vs spend money


    4. Leverage word of mouth to gain traction local wins
    outside of London/NYC think about how you make your
    experience feel unique and localised.

    View Slide

  171. KNOW THE WORLD WE ARE BEING ENGINEERED IN

    View Slide

  172. Knowing the di
    ff
    erence between a trends & themes.


    The di
    ff
    erence between ripples and waves.
    Ripples =
    

    Seem large impact but are just surges will
    drop back to normal
    Waves =
    

    Momentum shifts for brands
    products or markets
    Trends =
    

    A day to two of something gaining
    momentum and dropping.
    Themes =
    

    A shift in culture a shift in behaviour or with
    tech that will change the landscape

    View Slide

  173. Leverage Trends Spot Themes
    Trend Theme
    Lasts an hour to few days Bubbling under the surface and takes over
    📉 📈
    #hashtags Conversations happening
    Quicker chatter on Instant
    Messengers
    Groups forming
    Apps & sites being built
    Discussed on the news
    Huge investments made
    T Shirts & Merch being
    created

    View Slide

  174. Growth: Paid Media >> Magic 🪄 Moment >> Win 🚀
    Trend Theme
    Lasts an hour to few days Bubbling under the surface and takes over
    📉 📈
    #hashtags Conversations happening
    Quicker chatter on Instant
    Messengers
    Groups forming
    Apps & sites being built
    Discussed on the news
    Huge investments made
    T Shirts & Merch being
    created

    View Slide

  175. 📺
    👯 ⭐
    The Graphs Powering Our Online Lives
    Friends Interest Entertainment

    View Slide

  176. The New Power: Graphs 3.0
    Friends Graph Interest Graph Entertainment Graph
    Connect with existing friends Connect to interests Entertain me
    👯 ⭐ 📺
    Connect with existing
    friends
    Based on your
    uploads
    Based on friends
    engagement
    Based on a
    ff
    i
    nity
    How much you are
    liked
    Connect with people
    with same interests
    Connect with thoughts
    and shares
    Based with how much
    you add value
    Based on how you
    interact
    How others agree vs
    disagree
    No need to follow or
    connect
    Connect on how long
    you watch or share
    Based with your
    shown interests
    Algorithm works for
    you & serves you
    Time & entertainment
    based
    🆕

    View Slide

  177. The New Power: Graphs 3.0
    Friends Graph Interest Graph Entertainment Graph
    Connect with existing friends Connect to interests Entertain me
    👯 ⭐ 📺
    Connect with existing
    friends
    Based on your
    uploads
    Based on friends
    engagement
    Based on a
    ffi

    View Slide

  178. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌

    View Slide

  179. 1. Make
    fi
    rst x people feel & look like stars (views
    sharing recognition loop). Friends need friends to make most
    experiences feel shared and conversation worthy


    2. Quickly build clout for those who adding most
    value but reward all users


    3. Create co-ownership (status bene
    fi
    t & interest)


    4. Create leaders within the these quickly. Humans
    look for leaders
    4 Product Marketing Secrets…

    View Slide

  180. THE NEW AGE OF ADVERTISING

    View Slide

  181. Ad / Image Source - Instagram
    What normal people see
    What ASA sees

    View Slide

  182. Ad / Image Source - Instagram

    View Slide

  183. Image Source - Instagram
    Sells Merch
    Sell own product:
    MijMasks
    Image Source - Instagram
    Super
    

    Smart

    View Slide

  184. Image Source - YouTube
    Sells Burgers
    Supported by ads,
    sponsorship & memberships
    Image Source
    Mr Beast 💪 Joined Feb 2012
    

    - 8926306692 views*

    View Slide

  185. Are brands becoming wise to how images are
    appearing on feeds?


    Do customers care that this is an ad?


    187k likes… 180k more than brand will likely receive


    Will the x thousand who see it want to know it is Maya
    promoting products or asking about her new hair?
    Smart Brands or Smart Celebs & Influencers?

    View Slide

  186. Quick FYI -


    Agencies & brands do not provide in
    fl
    uencers a list of
    must do’s, risk warnings & language they would never
    use or say.


    You are killing the connection & killing not only your
    audience but theirs too. True in 2016, true today, will
    be true in 2025. Even with virtual & AI in
    fl
    uencers

    View Slide

  187. Ryan Reynolds:
    

    Sale Price: $610m
    George Clooney: Sale
    Price: $1b
    The Rock: To be sold?
    Smart Brands or Smart Business People?

    View Slide

  188. Smart Brands or Smart Business People?
    Rihanna: Savage Fenty x
    Fenty Beauty
    Kylie Kardashian: Kylie
    Cosmetics
    Image Sources: Instagram
    Pharrell Williams:
    Humanrace
    Maria Sharapova:
    Sugarpova

    View Slide

  189. In
    fl
    uencers outlasted brands in 2020 and will beat
    brands in 2021 ➡ 2025+.


    Why?


    • Connection and a
    ff i
    nity


    • Authentic


    • Represents me


    • Like me


    • I trust them


    • If it’s good for them it’s good for me
    Moment Of Hard Truth

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  190. In


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  191. Click Instagram Post
    Buy Via Shopify
    Add To Cart
    Land & Select Product

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  192. 📲 Click Buy Now 🚚 Via Shopify
    📦 Received in 1 day
    💳 One Click Purchase
    2021 One Swipe
    Purchases credit

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  193. 📲 Click Buy Now 🚚 Via Shopify
    📦 Received in 1 day
    💳 One Click Purchase
    2022 One Swipe
    Purchases credit &
    thank you
    Personalised thank you AI video from Maya to you!
    🆕

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  194. MARKETING 2021 - 2022+

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  195. Experience Led


    In person


    Virtual


    Hybrid
    In person needs personal connection & cues
    Online interactive captivating
    Blended between IRL & online needs to
    

    have a great presenter & send products
    ahead of time & rely on senses

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  196. Covering all the senses


    Visual 👀


    Aural - Audio 👂


    Text 🖊


    Touch 🙌


    Taste 👄

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  197. O
    ff
    l
    ine ➡ Online
    Online ➡ O
    ffl
    ine
    Online ➡ O
    ffl
    ine ➡ Online

    View Slide

  198. Dark Everything Stores


    Delivery Only


    Hyper Local Click & Collect


    Pick up over delivery


    Experience led
    Example of dark kitchens

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  199. Click & Collect
    Experience Pick Up
    High Street - Dark
    Stores
    Book Online
    App Only
    Instant Pick Up
    Personalised Experience
    Online to O
    ffl
    ine
    One To One
    One To Few
    Personalised Pricing

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  200. Click & Collect
    Experience Pick Up
    THIS IS GOING TO HAPPEN WITH OFFICES
    Book Online
    App Only
    Instantly Your Way
    Personalised Experience
    Online to O
    ffl

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  201. PREDICTION: ONLINE SHOPPING IMPROVES

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  202. Now


    - Take a picture
    

    - Save on camera roll
    

    - Can’t buy it
    

    - Forget it
    📲 👕
    Problem: Take pic buy the product
    🤷

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  203. Problem: Take pic buy the product
    📱 👕 💳
    Next


    Take a picture
    

    - Save on camera roll
    

    - Option to buy
    

    - Apple Pay = 🚚
    🚚
    😃

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  204. Problem: Take pic buy the product
    📱 👕 💳
    Next


    Take a picture
    

    - Save on camera roll
    

    - Option to buy
    

    - Apple Pay = 🚚
    🚚
    😃
    START PLANNING NOW, DO NOT REACT,
    OWN THIS!

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  205. Problem: Online Shopping
    🛒 🔒 💳
    Now


    Find a product
    

    - Add to basket
    

    - Work out payment method
    

    - Log in?


    - Try & remember password


    - Remember payment details


    - Find a discount code


    - Give all of your other details


    - Con
    fi
    rmation page


    - Another nudge for something else


    - Email con
    fi
    rmation


    - Wait for courier to deliver


    - Get bombarded with emails / DM’s / Ads
    🚚
    👕
    📧
    ➕ ➕
    🔎
    😔

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  206. Problem: Online Shopping
    🛒 💳
    Next


    Find a product
    

    - Add to basket
    

    - Checkout remembers you
    

    - No need to log in


    - Pay with Digital pay


    - Browser o
    ff
    ers discount


    - Paid - Con
    fi
    rmation


    - Email con
    fi
    rmation


    - Track courier door to door
    🚚
    👕
    📧
    🔎
    😊

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  207. Problem: Online Shopping
    🛒 💳
    Next


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  208. THE FUTURE

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  209. • Supporting company Growth


    • Experimental blended with knowing what is going to work


    • Taking ownership of true Growth not just Performance Marketing. 🇬🇧 needs to be more
    🇺🇸 like with proper Growth teams in
    fl
    uencing Product Growth tests and innovations


    • Become trusted the internal partner of other teams - Marketing silo-ed themselves in
    most orgs


    • Building specialist with generalist mindset


    • Co train & champion all disciplines across your team or agency


    • Remove Internal Frictions: Marketing Departments fracture quickly as it becomes
    teams over departments - be the glue and bring your teams into the Marketing team.
    The Marketing department used to be the department to be in


    • Most marketing teams end up hitting ceilings quickly - remove the ceiling for sta
    ff
    .
    Smart Marketers are moving into Product roles for more in
    fl
    uence and more
    opportunities within businesses


    • Not siloing teams bring internal teams closer together
    The Future Of Smart Marketing Teams

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  210. Concepts To Think About
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡

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  211. Be More Creative!
    Design has never been so important

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  212. Flip the Funnel


    Brand can be connected to any part of the
    funnel concentrate on mid to bottom of the
    funnel while running cheaper more creative (in-
    house) top of funnel activities
    ❌ ✅

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  213. Adapt “Everything As…”
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡

    View Slide

  214. 🤳 Everything as a billboard


    ✋ Everything as contactless


    🤯 Everything as experiences


    🤩 Everything as entertainment


    👁 Everything on demand

    View Slide

  215. Dive Deep Into
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡
    💡 💡 💡

    View Slide

  216. • 🥤Branded Emoji’s - build your own emojis


    • 🚛 Drop(s) as a cultural movement


    • 👾 Look into the browser - speci
    fi
    cally gaming (games)


    • 📲 Apps vs Browser - which do you need (both)
    

    Google has 359 active apps - Amazon has 217 - Facebook has 79 apps


    • 👂Eyes are full with content - ears aren’t (yet)


    • 🆓 On demand is now expected as free


    • 💳 “Revenge Spend” 2.0 & 3.0 (rich & poor middle class divide)


    • 🤝 Perks 3.0 - Retention 101, Parternship & Growth
    Opportunity


    • 🔒 Subscription only content (Fanclubs)


    • 📺 Fight to be the canonical input into the TV

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  217. Idea / Concept 💡 Quick Why 🤔
    Curation over algorithms
    We are bored with algorithmic content, curation takes time, e
    ff
    ort
    and human thought
    Think O
    ff i
    cial X Supplier
    Think how you could leverage old behaviour & become the o
    ffi
    cial
    supplier of x. IE - Red Bull: O
    ff i
    cial Performance Drink Supplier
    Everything Browser - No Desktop
    Software 👩💻
    Miro etc is the future, software on the desktop is dying. Look at
    how you build in the browser & entertain
    Advertising in space 🚀 Was trendy on and o
    ff
    2019 - 2020, it is the unknown and unseen
    and will always be seen as cool
    Advertising in the sea 🐬
    So many opportunities to support sea life and be part of
    something great. Under the sea is an experience 98% of never
    experience
    100 fans over 100000 💯 Marketing has been a numbers game for many years, smart
    marketers are seeing less is more.
    X Currency / X-coin 🤑
    Bitcoin and crypto is something a few have ventured into but
    banks are buying into it - this means it will be a discussion point in
    boardrooms, getting a brand currency out will be good marketing

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  218. Thank You
    ➕Danny Denhard - [email protected]
    ➕focus.business/manifesto
    ➕@dannydenhard
    ➕Sign Up To My Newsletters:
    

    > mustreads.co.uk
    

    &
    

    > blog.focus.business/leaders

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