@selligent #riversummit2016 A New Approach To Marketing Dave Frankland Chief Strategy Officer, Selligent @dfrankland
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9:30 @ Main Hall
@selligent
#riversummit2016
A New Approach To Marketing
Dave Frankland
Chief Strategy Officer, Selligent
@dfrankland
We are bombarding consumers
500
5000
Average number of daily marketing messages
per consumer
Building relationships with today’s consumers requires
new “routes” and “approaches”
Agenda
• It is hard to reach today’s consumers
• Consumer First marketing
• How should you start?
Why is it so hard to reach today’s consumers?
CONSUMER
Expects immediate response HYPER-CONNECTED
WELL-INFORMED
DATA AWARE
Expects brands in their social dialogue
Expects brands to leverage their data
DISTRACTED Expects concise content, and effortlessexperiences
Meanwhile, we struggle to speak the consumer’s language
tl;dr
Human attention spans have fallenbelow that of goldfish!
Why should consumers give you 8 seconds of attention?
So…
The most precious resource in customer relationships is consumer attention
EnterConsumer First
marketing
Respects Consumer Preference
• Respects the consumer's stated and inferred communication and content preferences
Consumer First Marketing
Consumer First Marketing helps brands build relationships on consumers’ termsIt is marketing with integrity and empathy toward the consumer
Relatable
• Communication speaks to and sounds like the consumer
Adds Value
• Communication explicitly focused on providing value. (i.e., inspire, convince, educate, entertain)
Contextually Relevant
• Communication that recognizes and responds based on the consumer's current state (mental and physical).
Getting Contextual with Weather
Location and prediction come together
Ultimately, bring it all together
How can you get started?
Consumer First principles should guide decisions
Identify & recognize – in real-time & across channels
Insight-driven – predictive & contextual
Relevant – channel-flexible & touchpoint-agnostic
Appreciated – valued & respectful
The voyage to “Consumer First”
• Agree on your destination
• Rethink how you identify and recognize consumers
• Leverage predictive and contextual capabilities
• Build permission and earn your consumers’ attention
• Seek to become appreciated and valued by consumers
• Start small and build
With a new approach, we can discover new worlds of success!
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