Jono Alderson — Digital marketing in a post-digital world: are you ready for what comes next? (Turing Fest 2018)

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@jonoalderson @jonoalderson Digital marketing in   a post-digital world Are you ready for what comes next?

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@jonoalderson I’m going to explore five ideas   which are keeping me up at night.

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@jonoalderson

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@jonoalderson #1

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@jonoalderson | @distilled @jonoalderson Advertising Goals (brand) Websites Transactional

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@jonoalderson | @distilled @jonoalderson Most brand websites are a mess

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@jonoalderson | @distilled @jonoalderson Advertising Goals Platforms Environmental

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@jonoalderson | @distilled @jonoalderson Most platforms are much sleeker

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@jonoalderson | @distilled @jonoalderson Advertising Goals Advertising Goals Platforms Websites ?

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@jonoalderson A division

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@jonoalderson #2

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@jonoalderson

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@jonoalderson But this model  

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@jonoalderson

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@jonoalderson ...And your content marketing is just another way of buying visits from platforms.

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@jonoalderson “What if there was an alternative?”

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@jonoalderson Here’s some good news.  You can put your content on their platforms.  

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@jonoalderson #3

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@jonoalderson | @distilled @jonoalderson

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@jonoalderson Brands are ceding control of ‘their’ customer experiences and content

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@jonoalderson This is a revolution from an owned media model to a distributed content model

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@jonoalderson Fast forward… 

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@jonoalderson What experience does your website offer, which is distinctly valuable?

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@jonoalderson Our current paradigm is to   build the biggest castle.

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@jonoalderson That approach doesn’t work in a world when nobody wants or needs to visit your website.

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@jonoalderson PS: How does your analytics and attribution work, when people don’t (need to) visit your site?

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@jonoalderson You need to start to build brand equity in different environments, through distributed content.

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@jonoalderson “But, conventional business logic suggests that you shouldn’t build value on rented platforms!”

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@jonoalderson #4

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@jonoalderson We need to change the way we think about the relationship between our marketing and our audiences

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@jonoalderson “The roles of content and brand websites need to shift away from conversion, and towards positively influencing brand preference and recall”

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@jonoalderson Naive, much?

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@jonoalderson

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@jonoalderson You have to influence earlier

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@jonoalderson

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@jonoalderson What if you thought about your distributed content strategy in a radically different way?

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@jonoalderson But those are yesterday’s brands, right? What about tomorrow?

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@jonoalderson #5

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@jonoalderson I recently bought a new laptop.

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@jonoalderson | @distilled @jonoalderson Moment Build (or adjust) a consideration set Reduce consideration set Evaluate & reduce risk Choose Act

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@jonoalderson All marketing and advertising assumes that I can interrupt.

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@jonoalderson | @distilled @jonoalderson A more realistic buying cycle Moment Build (or adjust) a consideration set Reduce consideration set Evaluate & reduce risk Choose Act

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@jonoalderson !43 This thing changes everything.

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@jonoalderson | @distilled @jonoalderson Moment Build (or adjust) a consideration set Reduce consideration set Evaluate & reduce risk Choose Act

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@jonoalderson | @distilled @jonoalderson “I need a new laptop” Build (or adjust) a consideration set Reduce consideration set Evaluate & reduce risk “Here are some great options for you [...]” “Okay, tell me more about the second one”

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@jonoalderson How do you influence the consideration set, when   the customer isn’t there?

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@jonoalderson Outsourced ownership  is a already thing.

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@jonoalderson

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@jonoalderson

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@jonoalderson The funnel no longer exists

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@jonoalderson To be clear, I’m not saying that assistants replace all (re)search...

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@jonoalderson ...But as we increasingly use voice search, chat bots, and assistants, these systems will decide what we don’t see.

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@jonoalderson Brands who aren’t surfaced will fail, because they never enter the consideration set.

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@jonoalderson

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@jonoalderson So, how do we market?

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@jonoalderson I think that systems will use   three concepts to make these decisions.

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@jonoalderson | @distilled @jonoalderson 1. Availability  Is it open/nearby/valid?  2. Suitability  Is it good/right/cheap?  3. Implied Preference  Does it align with what I understand of your values?

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@jonoalderson “Implied preference”?

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@jonoalderson Implied preference  Past behaviour + connected data

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@jonoalderson You need to positively influence the consideration set before the customer expresses a need...

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@jonoalderson 2018 System takes previous brand interactions into consideration 2018 Thinking about buying a new laptop 2017   Retweeted a clever joke about Moore’s Law 2016 Read a really interesting article about graphics cards and visual machine learning

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@jonoalderson | @distilled @jonoalderson Direct actions: ● Read an article ● Liked/shared a social post ● Installed an app ● Reviewed a service/product Network actions: ● Actions from peers Lookalike actions: ● Behaviour & characteristics of lookalike audience

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@jonoalderson Is everybody familiar with how lookalike audiences work?

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@jonoalderson | @distilled @jonoalderson

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@jonoalderson | @distilled @jonoalderson

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@jonoalderson | @distilled @jonoalderson People who like technology People who like wine People who struggle to articulate their favourite colour People who don’t like Apple products

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@jonoalderson | @distilled @jonoalderson “I need a new laptop” “Here are some great options for you [...]” “Show me the second one” ???

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@jonoalderson Let’s call this “brand currency”

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@jonoalderson Brand currency is a ‘score’ between me and a brand. It’s affected by our interactions.

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@jonoalderson | @distilled @jonoalderson “I need a new laptop” I LOVE DELL “I’ll get one of these!”

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@jonoalderson So, how do you earn currency?

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@jonoalderson | @distilled @jonoalderson 1 Story  Messaging or elements of the service surprises + delights. 2 3 Fulfillment  The service is available, and is of appropriate quality. Experience  Brand interactions are deeply meaningful (eg, answer Maslow’s hierarchy of needs) The Brand Currency Hierarchy

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@jonoalderson | @distilled @jonoalderson Fitbit makes me feel like I’m in control of my health Tesco put things I need onto shelves Uber make my travel completely frictionless (through the removal of fear and uncertainty) Amazon (retail) has everything I’ll ever need, ‘frictionlessly’ Having Amazon Prime means I ‘already have’ everything I need The shop at the end of the street repairs my bike occasionally. The Brand Currency Hierarchy

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@jonoalderson Yeah, that’s a bit wooly.

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@jonoalderson | @distilled @jonoalderson #3 Brand currency  Direct preference Implied preference Lookalike preference Opportunity to be present in a consideration set #1 Brand marketing  Top of funnel messaging Distributed content Meaningful marketing  Opportunity to deliver an experience #2 Brand experience  Direct interactions (and sales!) Network interactions Lookalike interactions  Opportunity to generate brand currency

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@jonoalderson | @distilled @jonoalderson Simon Swan - http://bit.ly/simon-brand-currency

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@jonoalderson Here’s a scary thought...

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@jonoalderson All brand interactions,   by everyone, everywhere, affect brand currency.

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@jonoalderson Everyone, everywhere*    *not to scale People who might feasibly ever buy from us Where we should invest the majority of our marketing People who might feasibly ever visit our website

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@jonoalderson

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@jonoalderson Maybe that’s not that crazy...

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@jonoalderson

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@jonoalderson This is what modern digital marketing looks like.

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@jonoalderson So, what’s next?

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@jonoalderson I’m not sure. Sorry.

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@jonoalderson I do know that...     This is radical, challenging.

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@jonoalderson I do know that...     Early adopters will win.

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@jonoalderson I do know that…   Early adopters will win are already winning.

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@jonoalderson I do know that...   Current models will fail.

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@jonoalderson I do know that...   Brand is everything.

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@jonoalderson And, practically?

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@jonoalderson #1 Familiarise yourself with the technologies which are changing the web.

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@jonoalderson #2 Consider how this is changing consumer expectations and behaviour.

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@jonoalderson #3 Prepare for a world where marketing will need to influence inferred preference.

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@jonoalderson #4 Start to optimise for experiences which fulfil a brand promise.