moving towards maturity - the goldilocks approach to digital marketing
Post on 12-Apr-2017
516 Views
Preview:
TRANSCRIPT
Moving to maturity -the ‘Goldilocks approach’ to
digital Shane O’Leary
DMX 2017@shaneoleary1
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
“Forget Myspace…Bebo is the future of social media marketing”
“Why all brands should be using Q.R. codes…”
“Why Snapchat is a fad and will die in 2016”
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
“The sign of a first rate intelligence is the ability to hold two opposed ideas in mind at the
same time and still retain the ability to function”
F. Scott Fitzgerald
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
“Doubt is not a pleasant condition, but certainty is absurd”
Voltaire
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
“QR codes are feckin class!
VR is the future!”
Follow @shaneoleary1 and use #DMXDublin
As we’ve seen in the past year…
hubris,lack of humility
and bias
…isn’t good for anyone.
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
We need…
more critical thinking.
Follow @shaneoleary1 and use #DMXDublin
less unnecessary complexity.
We need…
Follow @shaneoleary1 and use #DMXDublin
an acceptance that some of this will work, and some of it will fail miserably.
We need…
Follow @shaneoleary1 and use #DMXDublin
A more sophisticated view of digital means a more balanced view.
strengths weaknesses&
Follow @shaneoleary1 and use #DMXDublin
Let’s take the ‘Goldilocks approach’ to digital
5 examples of the ‘Goldilocks approach’ to digital…
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
1) It will help us remember that we’re not like normal people…
Follow @shaneoleary1 and use #DMXDublin
We believe our own mediaconsumption behaviour is
normal and everyone behaves the same way…
Follow @shaneoleary1 and use #DMXDublin
…but we’re aliens.
Follow @shaneoleary1 and use #DMXDublin
Marketing Industry
90%
75%
81%
38%
Follow @shaneoleary1 and use #DMXDublin
Marketing Industry ‘Normal’ People
90% 62%
75% 25%
81% 22%
38% 15%
Follow @shaneoleary1 and use #DMXDublin
Marketer’s Estimate
108 mins
70 mins
Live TV per day?
Time shifted TV per day?
Time spent watching TV on other devices 37%
Follow @shaneoleary1 and use #DMXDublin
Marketer’s Estimate The Reality
108 mins 169 mins
70 mins 19 mins
Live TV per day?
Time shifted TV per day?
Time spent watching TV on other devices 37% 2%
Follow @shaneoleary1 and use #DMXDublin
The approach?
Remain innovative and future focused. Be early adopters.
Avoid confirmation bias. Don’t fall prey to the ‘majority illusion’.
Let’s try to have ‘big windows’.
Follow @shaneoleary1 and use #DMXDublin
2) It will help us avoid the scourge of digital short-termism…
Follow @shaneoleary1 and use #DMXDublin
“What gets measured gets managed”Peter Drucker
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
We tend to focus on the most easily available information.
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
We get stuck on the hamster wheel of short-term data.
Follow @shaneoleary1 and use #DMXDublin
“Long term campaigns are 2-3x more effective”Gunn Report
IPABinet & Field
Follow @shaneoleary1 and use #DMXDublin
The approach?
Real results not vanity metrics.
Understand short term, but focus on long term.
Follow @shaneoleary1 and use #DMXDublin
3) It will help us re-evaluate the changing role of TV…
Follow @shaneoleary1 and use #DMXDublin
“Recently we have noticed a number of changes in marketing and advertising. What is occurring is the most powerful disruption to
brand marketing since the industrial revolution.”
Follow @shaneoleary1 and use #DMXDublin
William T. Moran ‘The Great Marketing Revolution’
February 1956
“Recently we have noticed a number of changes in marketing and advertising. What is occurring is the most powerful disruption to
brand marketing since the industrial revolution.
Follow @shaneoleary1 and use #DMXDublin
For some reason, we love to convince ourselves that new channels replace old ones.
Follow @shaneoleary1 and use #DMXDublin
“Over half of Irish consumers name TV as their top source for brand & product discovery”
Global Web Index
“Over 60% of total video consumed in Ireland is still live & linear T.V.”
Nielsen
Follow @shaneoleary1 and use #DMXDublin
“Online businesses are the biggest category of advertisers on TV in UK (£640m)”
Thinkbox
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
Let’s stop thinking in terms of delivery mechanisms, and start thinking ‘video’.
Follow @shaneoleary1 and use #DMXDublin
The approach?
TV isn’t dead & it’s still incredibly effective.
How we consume video is changing rapidly.
Using it in tandem with digital increases effectiveness - it’s complementary.
Follow @shaneoleary1 and use #DMXDublin
4) It will help us solve the data versus creativity argument…
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
Both sides are wrong.The value is…
Data Creativity
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
The approach?
Data prepares the fire, creativity sets it alight.
The value is in the overlap. Think ‘and’ not ‘or’.
Follow @shaneoleary1 and use #DMXDublin
5) It will drive us towards maturity…
Follow @shaneoleary1 and use #DMXDublin
To say you have a ‘digital strategy’ is outdated.
It’s like saying you have an ‘electricity strategy’.
Follow @shaneoleary1 and use #DMXDublin
‘Digital’ is…
becoming an irrelevant term with no meaning.
It’s like talking about ‘international marketing’.
So let’s stop creating false silos in the industry.
Follow @shaneoleary1 and use #DMXDublin
Digital isn’t different.
It’s not separate.
It’s not new.
It’s everything.
Follow @shaneoleary1 and use #DMXDublin
Follow @shaneoleary1 and use #DMXDublin
The approach?
Media neutral and less biased.
Digital marketing isn’t separate. It’s all just marketing.
It would benefit us all to ‘make digital redundant’.
Follow @shaneoleary1 and use #DMXDublin
It’s not about mastering digital marketing.
It’s about mastering effective marketing in a digital world.
Let’s take the ‘Goldilocks approach’…
Let’s take the ‘Goldilocks approach’…
…and work towards our ‘happy ever after’ - digital maturity.
Thank YouTo download slides, links to data sources and much more, go to
www.shaneoleary.me/blog now.
top related