Digital Marketing - The Future

DIGITAL MARKETING: THE FUTURE

[email protected]

ART DIRECTORS CLUB - BERLIN OCT 08

clickadvisorinsight for innovation

mailto:[email protected]

mailto:[email protected]

Your Salary Salt Cubes

Sea Squirts Lake Wobegon

FIRST, LET’S TALK ABOUT YOUR SALARY:UP OR DOWN NEXT YEAR?

2009?

?

YOUR SALARY

YOU COULD TALK TO A FORTUNE TELLER

YOU COULD TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)

OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION…

WOULD YOU RECOMMEND

US?

WOULD THEY RECOMMEND YOU?

CLIENT RECOMMENDATIONS DRIVE YOUR FIRM’S GROWTH

2003

CLIENT RECOMMENDATIONS DRIVE YOUR SALARY

“PROPENSITY TO RECOMMEND” LINKED TO GROWTH IN 40+ CATEGORIES

Net Promoter Score = Promoters - Detractors

Promoter Passive Detractor

0 1 2 3 4 5 6 7 8 9 10

“The most recommended brand in its category grows

2.5x category average”

“A 12% increase in NPS correlates to a doubling

of growth”

RECOMMENDATION RATES: THE CFO-FRIENDLY MARKETING METRIC

RECOMMENDATION MEDIA IS MARKETING’S MOST POWERFUL MEDIA

THIS SPACE FOR HIRE

DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER

BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER

IT’S A SMALL WORLD

SO HOW CAN DIGITAL DRIVE RECOMMENDATION MEDIA?

WE NEED TO UNDERSTAND WHY PEOPLE RECOMMEND

70% OF RECOMMENDATIONS ARE DRIVEN BY AN EXPECTATION-BEATING PRODUCT EXPERIENCE

A NEW ROLE FOR DIGITAL: ACTIVATING ADVOCACY

“50% of people who say they would recommend,

haven’t yet recommended”SOURCE WEBER SHANDWICK 2008

ACTIVATING ADVOCACY BY HELPING FANS ARTICULATE THE REASON TO RECOMMEND

THE LAKE WOBEGON EFFECT

Lake

Wobegon

Effect

80% of CEOs believe their firm offers a superior product…


Lake

Wobegon

Effect

80% of CEOs believe their firm offers a superior product…

…8% of their customers agree


Lake

Wobegon

Effect

DIGITAL AS A VALUE-DELIVERY PLATFORMBEATING EXPECTATIONS BY ADDING VALUE TO THE PRODUCT PROPOSITION

THE SEA SQUIRT IMPERATIVE: SOLVE PROBLEMS OR EAT YOUR BRAIN

DIGITAL AS INNOVATION PLATFORMBEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER

IT’S A LONG WAY FROM SCREEN-SPAM AND BROCHURE-WARE:AND WE DON’T HAVE ALL THE ANSWERS YET...

WHATEVER YOU DO, MAKE SURE IT’S WORTH TALKING ABOUT

[email protected] clickadvisorinsight for innovation


About Clickadvisor★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing

technology to help brands do market-led innovation

★ Instead of running traditional groups and interviews, we uncover needs, opportunities and solutions using online idea and design contests

★ Innovation Idea Contests

★ Trendspotting Contests

★ Brand Naming Contests

★ Pack/Cover Design Contests

★ Our idea and design contests help brands do collaborative innovation, delivering creative insight fast and cost-effectively


About the SpeakerPaul Marsden is director at clickadvisor.com, a digital insight agency specialising in innovation

An experienced market researcher, career highlights to date include:

★ Product management, sales and market research at Astra Zeneca★ PhD in social psychology (social influence) - development of online

research tool featured in The New Scientist★ Led London School of Economics team validating the link between

brand advocacy and sales growth - worked on innovation research projects for BBC, LVMH, Nokia, Economist, and Unilever

★ Co-founded two successful digital marketing agencies (Spheeris (online communication) and Brainjuicer (online research))

★ Co-authored popular business book ‘Connected Marketing’

Paul’s latest venture, clickadvisor.com, helps brands do collaborative innovation through brand-sponsored idea and design contests


FlipsideA reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster

Digital Marketing - The Future

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