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

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
   

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2. The Next Normal
   The Future Of Marketing
   Danny Denhard - February 2021
   For a copy of the deck please email contact@focus.business
   

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

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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
   

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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
   

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6. LONDON LOCKDOWN 2.0
   RIGHT NOW
   

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

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8. Please Vote
   
   
   by scanning the QR codes
   

   

   or
   
   
   bit.ly/2021w
   f
   

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

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

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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
    

    

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12. Usually I would suggest some sort of fun.
    
    
    Banned words drinking game:
    
    
    ❌ Authentic — ❌ ROI — ❌ ROAS
    

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13. SIMPLY…MARKETING IS
    

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

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15. SIMPLY…BRAND IS
    

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16. View Slide

17. Best people to learn brand from…
    
    
    Bottled Water.
    
    
    Volvic Evian Acqua Panna Voss Fiji
    £ £££
    💦 💦
    

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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
    

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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
    

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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
    

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21. MARKETING & BRAND MODELS
    
    
    — Things you will hate to the back teeth…
    

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22. Awareness
    Consideration
    Intent
    Purchase
    Interest
    Traditional Marketing Funnel
    

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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
    

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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
    

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25. BRAND
    

    FLYWHEEL
    CONTENT
    SEO
    SHOP
    

    ONLINE
    SALES
    REACTIVE
    

    PR
    PROACTIVE
    

    PR
    PROACTIVE
    

    PR
    PROACTIVE
    

    PR
    BRAND
    CRM
    DISQUALIFIED
    

    LEAD
    TRAFFIC
    Flywheels
    

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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
    

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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
    

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28. MARKETING: THE PAST
    

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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
    

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30. 30 Years Of
    Constant
    Change
    Conversation
    Community
    

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

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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
    

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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
    

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34. Entertainment
    

    (or a celebrity chef)
    

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

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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
    

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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
    

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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
    

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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
    

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40. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌
    

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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)
    

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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
    

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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
    
    
    

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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
    
    
    

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45. LONDON LOCKDOWN 2.0
    MARKETING: THE PRESENT
    

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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
    

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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
    

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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
    

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

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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
    

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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
    

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52. View Slide

53. 2021 — ♾
    
    
    Marketing has to connect with the customer far
    more than any other department, whether you are
    B2B or B2C
    

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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
    

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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 👎
    

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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)
    

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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
    
    
    

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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 🙌
    

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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
    

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

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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
    ❤
    💰
    💯
    🧠
    

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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
    

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

    Marketing Budgets
    

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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
    

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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
    

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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
    

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

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

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69. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌
    

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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
    👎👎👎
    

    👎👎👎
    

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71. LONDON LOCKDOWN 2.0
    DISNEY AS INSPIRATION
    

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72. Image Source: Disney
    

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

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

    LOVE ❤ HATE 😠 ANGER 😤 VANITY 💅
    

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

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76. There is 🆕 category that was created in lockdowns
    
    
    - Good enough (+made at home)
    
    
    - Good
    
    
    - Better (+made at home)
    
    
    - Best
    

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

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

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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
    !!
    

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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
    

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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
    

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82. The real issue we face
    

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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
    🚨
    🚨
    🚨
    🚨
    🚨
    🚨
    🚨
    🚨
    

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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!
    

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85. LONDON LOCKDOWN 2.0
    🙌 FREE HINTS TIME 🙌
    

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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
    

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87. LONDON LOCKDOWN 2.0
    BRAND NOW ➡ NEXT
    

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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
    

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89. Need Inspiration - It’s Tomorrow
    

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

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

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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
    

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93. Real Brand
    

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

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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
    
    
    

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

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

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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
    

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98. Understand where you live in:
    
    
    Know 🧠
    
    
    Like 👍
    
    
    Love 💕
    If you are unsure you live
    here.
    

    

    No one wants to live here.
    

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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/
    

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

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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.
     

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102. THE NEW WORLD OF BRAND
     & PR - POLITICS
     

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103. Why are brands so dilatable?
     

     Doing the wrong thing
     
     
     Saying the wrong thing
     
     
     Selling the wrong thing
     
     
     Product being o
     ff 

     Poor service
     

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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?
     

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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
     

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

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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
     

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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
     

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

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

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111. 2/ Reputation:
     
     
     Review sites vs
     OnSite vs Dark
     Trust Sites
     OnSite
     

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112. 2/ Reputation:
     
     
     Review sites vs
     OnSite vs Dark
     Dark
     

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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
     

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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.
     

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

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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!
     

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117. LONDON LOCKDOWN 2.0
     🙌 FREE HINTS TIME 🙌
     

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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 🙌
     

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

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

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

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122. “We have”:
     
     
     users → customers → fans → advocates
     

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

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

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125. Always remember!
     
     
     We have non customers & customers…
     

     

     they are people (not users)
     

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126. LONDON LOCKDOWN 2.0
     🙌 FREE HINTS TIME 🙌
     

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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:
     

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

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129. In 2021 & 2022 we have to:
     
     
     - Guess more
     
     
     - Work harder
     
     
     - Be better
     
     
     - Do more - with less
     

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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
     

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131. Fears for
     Marketing
     Leaders in 2021
     

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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?
     

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133. Right now
     the
     answer
     likely is:
     4P’s
     
     
     Product ❌
     
     
     Place
     
     
     Price ❌
     
     
     Promotion
     
     
     4C’s
     
     
     Customer/consumer value ❌
     
     
     Cost ❌
     
     
     Convenience ❌
     
     
     Communication 🤷
     

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134. LONDON LOCKDOWN 2.0
     🙌 FREE HINTS TIME 🙌
     

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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
     

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136. RECOMMENDED MARKETING SHIFTS
     

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

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

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

     Tackling
     

     Company
     

     Goals
     Marketing
     

     Manager
     Product
     

     Manager
     Front End
     

     Developer
     Senior
     

     Designer
     Supporting Experts
     

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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
     

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141. LONDON LOCKDOWN 2.0
     🙌 FREE HINTS TIME 🙌
     

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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
     

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143. CUSTOMER STATES
     

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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
     

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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
     

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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
     

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147. AUTHENTIC BRANDS - AUTHENTIC CONNECTIONS?
     

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

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

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

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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
     

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

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

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154. THE NEXT POWER PLAY - AFFLUENT COMMUNITY
     

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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
     

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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
     

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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
     

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

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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/
     

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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 🚲
     

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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
     

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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.
     

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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?
     

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164. PLAN FOR THE FUTURE
     

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

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166. Hear 👂
     
     
     Touch ✋
     
     
     Click 📲
     
     
     Chat 💬
     
     
     “Hug” 🫂
     Time To ReThink
     
     
     

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167. Hear 👂
     
     
     

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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
     

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169. LONDON LOCKDOWN 2.0
     🙌 FREE HINTS TIME 🙌
     

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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.
     

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171. KNOW THE WORLD WE ARE BEING ENGINEERED IN
     

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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
     

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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
     

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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
     

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

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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
     🆕
     

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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
     

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178. LONDON LOCKDOWN 2.0
     🙌 FREE HINTS TIME 🙌
     

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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…
     

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180. THE NEW AGE OF ADVERTISING
     

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

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182. Ad / Image Source - Instagram
     

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

     Smart
     

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

     - 8926306692 views*
     

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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?
     

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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
     

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187. Ryan Reynolds:
     

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

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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
     

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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
     

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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…”
     💡 💡 💡
     💡 💡 💡
     💡 💡 💡
     💡 💡 💡
     💡 💡 💡
     💡 💡 💡
     

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214. 🤳 Everything as a billboard
     
     
     ✋ Everything as contactless
     
     
     🤯 Everything as experiences
     
     
     🤩 Everything as entertainment
     
     
     👁 Everything on demand
     

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

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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 - danny@focus.business
     ➕focus.business/manifesto
     ➕@dannydenhard
     ➕Sign Up To My Newsletters:
     

     > mustreads.co.uk
     

     &
     

     > blog.focus.business/leaders
     

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