customer disengagement
TRANSCRIPT
CUSTOMER DISENGAGEMENT
WFA CMO FORUM
CANNES
23rd
June 2016
PEOPLE ARE LESS
RECEPTIVE TO
COMMUNICATIONS AND
IT IS OUR FAULT
THE KEY CHALLENGE: BRING THE LOVE BACK!
• Most people would not care if 74%
of brands disappeared
• Only 20% of brands improve our
sense of well-being and quality of
life, in a meaningful way
THE BRAND’S PARADOX: DISCONNECTION BECOMES THE “NEW
NORMAL” IN AN INCREASINGLY CONNECTED WORLD
WHAT’S GOING ON?
80% OF BRANDS BELIEVE
THEY DELIVER GREAT
CONSUMER EXPERIENCES
ONLY 8% OF CONSUMERS
AGREE
7 DEADLY SINS
SIN 1: 0UT OF FAVOUR
SIN 1: 0UT OF FAVOUR
SIN 2: INTERRUPTION IS RUDE
SIN 2: INTERRUPTION IS RUDE
SIN 3: TIMING IS EVERYTHING
SIN 4: REALITY BITES
SIN 5: IT’S PERSONAL
SIN 5: IT’S PERSONAL
SIN 5: IT’S PERSONAL
SIN 6: QUALITY OVER QUANTITY
SIN 7: WHAT CONNECTED EXPERIENCE?
Abuse consumer
control at your risk
SIN 7: WHAT CONNECTED EXPERIENCE?
Video
advertising
receptivity
when…
Negative
Positive
Net
When you don’t
control it
60% 15% -45%
When you can
control it
30% 30% Neutral
When there is a
reward
25% 50% +25%
Q: How would you characterize your attitude towards the following formats of
online video advertising?
AD BLOCKING RISING
MEANINGFUL BRANDS OUTPERFORM THE STOCK MARKET BY
133%
MEANINGFUL BRANDS OUTPERFORM IN BUSINESS TERMS
THREE RECURRING THEMES: THE 3Ps
PURPOSE
From making things, to
making things better
PRINCIPLES
Using values to deliver
enduring value
PARTICIPATION
Involving people, instead of
interrupting them
THANK YOU