The experience age has arrived...

#SMX @JonoAlderson

The Experience Age Has ArrivedDigital Marketing In A New Era

#SMX @JonoAlderson

#SMX @JonoAlderson

Setting the scene...

#SMX @JonoAlderson

http://bit.ly/jono-future

#SMX @JonoAlderson

I’m more concerned about tomorrow than I am about 2020.

#SMX @JonoAlderson

● The shape of the market, and consumer buying behaviour is changing radically.

Immediate concerns

#SMX @JonoAlderson


● Our approach to marketing, advertising and fulfillment is straining.

Immediate concerns

#SMX @JonoAlderson



● The tech and the channels are moving and scaling faster than we can keep up.

Immediate concerns

#SMX @JonoAlderson



● The tech and the channels are moving and scaling faster than we can keep up.

● Friction and complexity is killing brands.

Immediate concerns

#SMX @JonoAlderson

Some tectonic shifts happening right now...

#SMX @JonoAlderson

AmazonMarket dominance on “anything in a box”

#SMX @JonoAlderson

The Next Billion PeopleWill come online, and disrupt our markets

#SMX @JonoAlderson

The Nascent Distributed Content Ecosystem…represents a paradigm shift in how we build our empires.

#SMX @JonoAlderson

3D Printing...opens up new routes to market, and reduces the cost+value of commodity goods

#SMX @JonoAlderson

Marketplaces

...become the new marketplaces.Commodity goods get cheaper, closer

and better.

#SMX @JonoAlderson

New Interfaces...create new challenges

#SMX @JonoAlderson

IPAsMake decisions on our behalf,

and constrict the top and the bottom of your funnel

#SMX @JonoAlderson

Machine LearningSystems become better pattern-matchers than us.

#SMX @JonoAlderson

This is scary.I’ve some ideas about what happens next, and what we need to do.

#SMX @JonoAlderson

1.The finite capabilities of humans and businesses.

We’re going to explore...

#SMX @JonoAlderson

1.The finite capabilities of humans and businesses.2.How personal assistants & smart tech will kill the

funnel.


#SMX @JonoAlderson


funnel.3.How we need to change what ‘brand’ means.


#SMX @JonoAlderson


funnel.3.How we need to change what ‘brand’ means.4.How all of this spells the end of society as we

know it.


#SMX @JonoAlderson

1.This is too much (for humans) to deal with.

Tackling even a fraction of this is unrealistic.Individuals, and brands, will struggle and fail.

#SMX @JonoAlderson

#SMX @JonoAlderson

!

#SMX @JonoAlderson

So, the remit is to...Get better at everything. Learn more. Upskill. Juggle it all.

#SMX @JonoAlderson


We’re rockstar ninja gurus, right?

#SMX @JonoAlderson


We’re rockstar ninja gurus, right?Can’t be that hard, right?

#SMX @JonoAlderson

Except...People’s skills don’t scale infinitely.

#SMX @JonoAlderson

Awareness Consideration Evaluation Purchase

SE EtcSEO PPC Affiliates Display

Retention &

Advocacy

Email

#SMX @JonoAlderson

So brands struggleBudgets, structures and performance are constrained

vertically by people doing the thing-they-do.Risk aversion. Management.

Accountability.

#SMX @JonoAlderson

Awareness

Consideration

Evaluation Purchase

S

E

EtcSEO PPC Affiliate

s Display

Retention & Advocacy

EmailOffline Mobile & Apps

#SMX @JonoAlderson

PurchaseAwareness

Consideration

Evaluation

EtcSEO PPC

Affiliates

Display


Email

OfflineMobile &

Apps

#SMX @JonoAlderson

PurchaseAwareness

VR/ARConsideratio

n

EvaluationIPA purchase

recommendations

EtcSEO PPC

Affiliates

IPA purchase decisions

Display


Email

OfflineMobile &

Apps

3rd party marketplace

s

#SMX @JonoAlderson

This is a messWe’re trying to fit our channel

mechanics to consumer behaviour.

#SMX @JonoAlderson

It doesn’t matter how agile you are

The tech, and your audience, moves faster than your organisation and capabilities

#SMX @JonoAlderson

What if...We structured our activity around the consumer, not our channels?

#SMX @JonoAlderson

Demand retention

Demand creation

Growing awareness, and winning hearts and minds

Matching demand to supply (within constraints)

Surprise and delight, to retain and grow advocacy

Demand

fulfillment

#SMX @JonoAlderson

Working on it!

#SMX @JonoAlderson

http://bit.ly/agile-digital-teams

http://bit.ly/agile-digital-teams

#SMX @JonoAlderson

Your company needs to operate like this nowBecause tomorrow, there are 100x more

channels, and your structure doesn’t scale.

#SMX @JonoAlderson

2.Assistants will use past behaviour as a proxy for

preference

The way we need to think about advertising changes.The top and the bottom of the funnel constrict.

#SMX @JonoAlderson

Marketing & advertising...Assumes that you can interrupt or

purchase my attention.

#SMX @JonoAlderson

When the assistant decides?

They’ll use data and evidence of (past) preference to make decisions.Personalised,

aggregated

#SMX @JonoAlderson

Consumers may never enter the research buying

cycle.How does buying car insurance

work?

#SMX @JonoAlderson

How will you build preference signals?

...six months before they need your product/service?

#SMX @JonoAlderson

More than just past actionsWhat happens when we they can monitor

emotional and subconscious

preference, too?http://bit.ly/emotiontracking

http://bit.ly/emotiontracking

https://www.kindred.ai/

#SMX @JonoAlderson

We’re in a gold rush for valuable training

data

http://bit.ly/deepminddata

Distance, cost, time, opening hours, etc., too.

How do you compete when it’s no longer a

competition?


#SMX @JonoAlderson

This is all one system.

#SMX @JonoAlderson

What if they know more than you do

about your preferences &

priorities?

http://bit.ly/googlecancer

How should this affect recommendations,

results, choices?

http://bit.ly/googlecancer


#SMX @JonoAlderson

What’s your brand’s value?How, and where, is it exposed?

How do others derive value from that?What do you do next?

#SMX @JonoAlderson

You need to re-engineer your platforms

#SMX @JonoAlderson

Build hub-and-spoke modelsYour website/platform is one output of a central API

service. What else can you do?

Where can you integrate?

#SMX @JonoAlderson

If can’t compete directly, buy your way in through data

partnershipsIf I want to sell more pizza and can’t advertise

easily, maybe I can craft an offer for Netflix viewers?

#SMX @JonoAlderson

HINTYou want to be the ‘Netflix’, not the pizza

vendor, in your industry.

#SMX @JonoAlderson

3.Brands need to reinvent themselves

Smaller brands need heros. Mid-sized brands pivot.

Bigger brands buy into new markets.

#SMX @JonoAlderson

Small/new brands should focus on reputation and recommendation

Influencer marketing becomes a focus again; you need ‘sponsors’ to recommend and endorse you

#SMX @JonoAlderson

For mid-sized brands…Maybe success doesn’t look like one big ‘super

brand’.Stop trying to be the biggest, and be the best in

multiple spaces.

#SMX @JonoAlderson

For bigger or

established companies..

.Internal disruption

should be your biggest focus.

If you can’t win the fight, change the rules.

#SMX @JonoAlderson

For all companies......Detach what you do from what you are.

#SMX @JonoAlderson

#SMX @JonoAlderson

For agencies...If they’re freed up from

managing ad bids and tactical execution, maybe they could

apply their skills to become brand incubators.

#SMX @JonoAlderson

4.Technological breakthroughs disrupt industry and

society

Machine learning, automation and VR chip away at our commercial models, and trigger an arms race for data.

#SMX @JonoAlderson

Automated factories

reduce cost of production

All commodity goods radically reduce in price.

How do you compete?

#SMX @JonoAlderson

Doing smart stuff?

It doesn’t matter, if your job involves

pattern matching.

What happens when both sides use

systems?

#SMX @JonoAlderson

And it’s not just pattern

matchingWhat happens when we train the machines

to think like us?

Kindred.ai


#SMX @JonoAlderson

And it’s deeper

inference than we can

achieveWhat happens when they think differently

with more connectedness than us?

http://bit.ly/autolocation

http://bit.ly/autolocation


#SMX @JonoAlderson

How useful are you,

really?What happens when you strip away all of

the pattern-matching skills?

#SMX @JonoAlderson

#SMX @JonoAlderson

If we had more time, we could

speculate on the socio-political ramifications...

#SMX @JonoAlderson

...and explore how connected

devices, VR, and universal income

irrevocably break capitalism...

#SMX @JonoAlderson

...and how we’ll need to reinvent

Maslow’s Hierarchy of

Needs for an automated

world.

#SMX @JonoAlderson

But, what do we do

in the meantime?

#SMX @JonoAlderson

I’ve wrapped all of this into

five tips to help you survive.

#SMX @JonoAlderson

1.Take stock of your organisation, and yourself.

Where are your strengths, weaknesses, threats & opportunities?

How do these play stack up against your competitors, and against the changing landscape?

#SMX @JonoAlderson

2.Unlearn bad habits.

Stop thinking about channels, buying cycles, advertising. Structure your teams and projects around consumer needs.

#SMX @JonoAlderson

3.Optimise your brand for agility.

Be prepared to pivot on platform, positioning, and product.Build hub-and-spoke models to remain flexible.

Play to your brand strengths, and learn to reinvent.

#SMX @JonoAlderson

4.Build partnerships with other brands.

Find other brands where you’re stronger together.Create ways to earn attention and preference in other

ecosystems.

#SMX @JonoAlderson

5.Learn to love the machine.

Identify skills and expertise which are easily replaceable.Map out the organisational impact.

Start broadening and reinventing your own skillset.

#SMX @JonoAlderson

The Experience Age Has ArrivedDigital Marketing In A New Era

Thanks!Good

Luck

The experience age has arrived...

Education

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