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