the future of marketing is less advertising
TRANSCRIPT
The future of marketing is less advertising.
MIKE PROULX @McProulx
1415
5 to 1
⬆️ 🔁 + 🙇 ✈ ️= 😠
Source: eMarketer // March, 2016
Millennials (19-25)
Millennials (26-32)
Gen X (33-49)
Baby Boomers (50-68)
Seniors (69+)
Teens (14-18)
Use of Ad Blocking Software (U.S.)
28%40%
37%24%24%
13%
50%of ALL americans
Source: Millward Brown // April, 2016
Source: Integral Ad Science // Feb, 2016
Germany
UK
US
Australia
France
Viewability Rates
54%53%
50%45%
42%
55%are NEVER seen
Source: eMarketer // 2015
Banner Ad Spending (U.S. - Billions)
$10.53
2014 2015 2016 2017 2018
$11.87$13.74
$15.11$16.59
Do more with less.
SPOILER ALERT
Source: Deloitte // March, 2016
TV Ad
Social Media Friends
Online Review
Social Media Ads
Video Game Ads
Family & Friends
Buying Decision Influence
78%63%
57%52%
36%32%
Celebrity 30%
WOM
CUSTOMER EXPERIENCE
A customer’s perception of their interactions with brands.
Source: Forrester Research
😡 vs. 😊 vs. 😍
Source: U.S. Office of Consumer Affairs
Source: U.S. Office of Consumer Affairs
Source: Forrester Research
6-Year Stock Performance of Big Brands+43%
CX Leaders
2018
+14.5%
-34%
CX Laggards
S&P 500
More marketers will interact with customers via tech + personalization vs. advertising.
Source: The Economist // April, 2016
2020
MARKETERS
Source: IBM Econsultancy Study
CONSUMERS
VS.
“Personalization is critical.” “You don’t get me.”
90% 80%
MARKETERS
Source: IBM Econsultancy Study
CONSUMERS
CX GAP
MARKETERS
Source: IBM Econsultancy Study
CONSUMERS
BRANDS
CMOs ❤️ CIOs.
AGENCIES
PUBLISHERS
CONSUMERS
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Thanks!
MIKE PROULX @McProulx