David Fox - Fox Parrack Singapour - The Seven Powers of Marketing

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Digital Disruption and the Seven Powers of Marketing.

Unleash the full potential of your marketing.

David Fox, Fox Parrack Singapour.


Started life as an advertising creative

Founded FPS: UK’s 1st tech agency in 1982

Now the agency’s ‘Strategist-in-Chief’ (i.e. devil’s advocate)


Theme


70% of companies that were on the Fortune 1000 list a mere

10 years ago have now vanished…

…unable to adapt to change!

Forrester


“The hardest thing about B2B selling today is that customers don’t need you the way they used to”

Harvard Business Review

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“70% of the buying process is already complete before prospects are willing to engage with a live salesperson”

Sirius Decisions

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The Buying Cycle (the decision pendulum)

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21%

23% 56%

Conversations with sales people

Talking to peers and colleagues

Searching/engaging with content

IDG Connect


TRUST

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Why they don’t always believe what we say

ISSUE #1


“People trust an employee over the CEO”

TRUST IN BUSINESS IS LOW

2014 EDELMAN TRUST BAROMETER


ATTENTION DEFICIT

11

From Digital Disruption to Digital Distraction

ISSUE #2


(down from 12 seconds in 2000)

National Center for Biotechnology Information

“The average attention span of a human is now only 8 seconds”


A goldfish’s attention span is 9 seconds!


Shouting at them doesn’t work!


THE BUYING PROCESS

15

How do we better engage with our audiences?


B2B buying decisions


(but only if the reviews are positive)

“As a consumer I’d risk buying from an unfamiliar brand”

Is this the same for B2B?


Rising Importance of the Brand in Business

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Consideration Purchase Pay a Premium

No Brand Connection High Brand Connection

Source: CEB/Motista Survey

5x 13x 30x


A truism


“B2B buying is highly personal - even more so than B2C buying

due to the level of personal risk buyers feel”

*CEB Marketing Leadership Council


“Personal value has twice the impact

of business value.”

Source: CEB/Motista Survey


THE POWER OF EMOTION

22

How to create deeper engagement with your customers

Marketing Power #1


“Despite our attempts to make purely rational decisions, we are primarily driven

by emotional motivations”

*CEB Marketing Leadership Council

“Not only do emotions matter in B2B buying, but they

actually matter even more than logic and reason!”


“85% of the decisions we make are made

by the unconscious part of our brain”

“Emotions process input 5x faster than our conscious brain”


An Example of the Power of Emotion

25

Seeing is believing, ish!


https://www.youtube.com/watch?v=HX5aRzXUzJo


System 2 Thinking System 1 Thinking

effortful, slower

deliberative, logical,

rational, flexible

auto-pilot, faster,

intuitive, emotional,

deep rooted

Daniel Kahneman, Fast and Slow Thinking


THE POWER OF REASON

28

When reason supports your emotional connection

Marketing Power #2


“When the two systems agree, impressions get

turned into beliefs.”


THE POWER OF PICTURES

31

How to gain their attention and capture their interest

Marketing Power #3


90% of all data that the brain processes is visual


Our brains process images 60,000 faster than text


THE POWER OF LANGUAGE

35

How to really connect with your customers

Marketing Power #4


Language

Banish bullshit, marketing hype and corporate speak!


“Write like you speak”

(Does your social media talk the same language as your website?)

Language Tip #1


“Don’t dumb it down!”

(It’s not just about making an impression, but ‘leaving’ one!)

Language Tip #2


“The greatest danger in times of turbulence is not the turbulence – it is to act with yesterday’s logic”

Peter Drucker


“A person who never made a mistake never tried

anything new.”


LexisNexis Library eBook ad


Make your marketing ‘quotable’!

Language Tip #3

(Memorable enough to inspire sharing)


THE POWER OF IDEAS

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How to drive real competitive breakthrough

Marketing Power #5


“The big idea is the ultimate

unfair advantage.”

FPS MANIFESTO


“Big ideas that take over the page, the doormat, the inbox,

the screen”

FPS MANIFESTO


“The Mainframe: old, slow and lumbering?”

46

A B2B EXAMPLE


We even brought ‘the elephant in the room’

to life (and life-size)!


THE POWER OF NURTURE

49

Building relationships when they’ve shown they’re interested

Marketing Power #6


“Influencing prospects before the buying process begins

in order to build a preference.”

DEFINITION OF NURTURING


THE POWER OF STORYTELLING

52

How to engage customers in our complex B2B world

Marketing Power #7


“The human species thinks in metaphors and

learns through stories.”

TELLING STORIES

MARY CATHERINE BATESON, ANTHROPOLOGIST


“Tell me and I forget.

Teach me and I remember.

Involve me and I learn.”

THE POWER OF STORYTELLING

BENJAMIN FRANKLIN


https://www.youtube.com/watch?v=MrqqD_Tsy4Q

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MY SUMMARY

• Connect with your emotional side (think System 1 first)

• Logic has its place; second (use rational content as support)

• Be more visual (let pictures do more of the talking)

• Be authentic (honest in tone, short in length, and memorable)

• Strive for great ideas (don’t just execution, inspire your audience)

• Cherish their response (carefully nurture your hard fought leads)

• Become a ‘storyteller’ (connect conversations, avoid one-offs)

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“Go ahead, unleash the power of your marketing”

NOW ITS YOUR TURN

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CONTACT US David Fox, CEO, Fox Parrack Singapour

T: +44 (0) 20 764 5681, M: +44 (0)7831 579 680

[email protected], @davidmfox

mailto:[email protected]

David Fox - Fox Parrack Singapour - The Seven Powers of Marketing

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