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

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

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

@jonoalderson

@jonoalderson #1

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

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

@jonoalderson | @distilled @jonoalderson Advertising Goals Platforms Environmental

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

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

@jonoalderson A division

@jonoalderson #2

@jonoalderson

@jonoalderson But this model  

@jonoalderson

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

@jonoalderson “What if there was an alternative?”

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

@jonoalderson #3

@jonoalderson | @distilled @jonoalderson

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

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

@jonoalderson Fast forward… 

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

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

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

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

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

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

@jonoalderson #4

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

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

@jonoalderson Naive, much?

@jonoalderson

@jonoalderson You have to influence earlier

@jonoalderson

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

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

@jonoalderson #5

@jonoalderson I recently bought a new laptop.

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

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

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

@jonoalderson !43 This thing changes everything.

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

@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”

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

@jonoalderson Outsourced ownership  is a already thing.

@jonoalderson

@jonoalderson The funnel no longer exists

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

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

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

@jonoalderson

@jonoalderson So, how do we market?

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

@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?

@jonoalderson “Implied preference”?

@jonoalderson Implied preference  Past behaviour + connected data

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

@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

@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

@jonoalderson Is everybody familiar with how lookalike audiences work?

@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

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

@jonoalderson Let’s call this “brand currency”

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

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

@jonoalderson So, how do you earn currency?

@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

@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

@jonoalderson Yeah, that’s a bit wooly.

@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

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

@jonoalderson Here’s a scary thought...

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

@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

@jonoalderson

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

@jonoalderson

@jonoalderson This is what modern digital marketing looks like.

@jonoalderson So, what’s next?

@jonoalderson I’m not sure. Sorry.

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

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

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

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

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

@jonoalderson And, practically?

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

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

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

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

@jonoalderson ???

@jonoalderson GOOD LUCK?

@jonoalderson

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

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

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