Title Textthe wow of nowDr Paul Marsden

Consumer Psychologist SYZYGY@marsattacks

THE FUTURE OF REAL-TIME MARKETING

Now, here’s a test psychologists like to run. The Marshmallow Test

https://vimeo.com/5239013

Marshmallow Test can predict success and wellbeing better than education, IQ or socio-economic background

09:32Tuesday 16 June

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The smartphone is a digital marshmallow

09:32Tuesday 16 June

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The adult marshmallow test

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09:32Tuesday 16 June

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The adult marshmallow test

=#nomophobia

Fear of having no mobile phone?

Technology is shifting our expectations and our minds to crave instant gratification and immediate satisfaction

The attention deficit in marketing and beyond

1980 1985 1990 1995 2000 2005 2010 2015

Attention Deficit Disorder vs Mobile Phone Penetration

Age of impatience and attention deficit means average attention span has dropped 30% since 2000 to just 8 seconds

Conversion drops 1% every 100 millisecond wait

40% leave if it takes more than 3 secs to load #BufferFace

43% abandon emails if they take more than 30 seconds to read

32% tune out if you don’t make your point in less than 15 seconds

74% lose interest in presentations if the key point is not made in first minute

Key Point AlertMarketing Success Means #FastMarketing

Key Point AlertMarketing Success Means #FastMarketing

#N wEconomye

Key Point AlertMarketing Success Means #FastMarketing

#N wEconomyo

The good news is that people will pay not to wait #FastPass

Marketing is about giving people a #FastPass to what you sell Marketing is about giving people a #FastPass to what you sell

Marketing is about giving people a #FastPass to what you sell Marketing is about giving people a #FastPass to what you sell

Digital is not about technology, it’s about our need for speed

Hook up apps deliver against our need for fast sex

Twitter caters to our need for fast news

1-touch checkout delivers against our need for fast shopping

We are ‘Generation Now’ and we Carpe the tech out of Diem

Now Generation. Black Eyed Peas. We are the now generation We are the generation now This is the now generation This is the generation now I want money I want it want it want it Fast internet Stay connected in a jet Wi-fi, podcast Blasting out an SMS Text me and I text you back Check me on the iChat I'm all about that h t t p You're a PC I'm a Mac I want it Myspace in your

space Facebook is a new place Dip divin' socializin' I'll be out in cyberspace Google is my professor Wikipedia checker Checkin my account Loggin in and loggin out Baby I want it.. Now! This is the now generation This is the generation now We are the now generation I want I want I want it now I want the cold hard cash I want I want I want it now And I just can't wait I need it immediately And I just can't wait I want it immediately Cause time can't wait and I sure can't

wait I ain't got no patience I sure can't wait We are the now generation We are the generation now This is the now generation This is the generation now I want money I want cold hard cash I'll take your dollar and your euro And you'll have a blast So take your day and your credit And stick it up your ass And do it now! I want it now! Big money, give me mo' money Yeah I want it

now! I need cash oh I need it bad I want it now! Quick in a hurry Like your name is Flash I want it now! You make me wait? And I m'a whip your ass I want it now! I want it now baby! Now! I want it Now! I want it Now! Now Fast, rapido Really quick like torpedo Need for speed is my

credo You need to feed this negrito Sender, buyer, brother boat Rapid like a thunder bolt Activated rock the boat Just ask Barack who broght the hope to Now! It was a now generation And I just can't wait I need it immediately And I Just can't wait I want it immediately Cause if

time can't wait then I sure can’t wait I ain't got no patience No I just can't wait Not again Expedite No time for procrastination Expedite Improve my sensation

What your job is really about…Making things faster and easier for people #ConvenienceTech

The Real Digital MissionMaking things faster and easier for people #ConvenienceTech

The big question…

How can we save people time

and effort?

Psychology can help…Is your current relationship worth the time and effort?

Together Forever?5:1 Rule

Fast Marketing for Generation NowMore about psychology than technology?

Impulse Insight #1 Present brand as making people instantly feel good

Impulse Insight #2 Present brand as offering instant good value

Impulse Insight #3Present brand as helping people instantly look good

Impulse InsightPresent brand as helping people instantly look good

Look GoodFeel GoodGood Value

But what about strategy?

#RedPill or the #BluePill Strategy

#RedPill or the #BluePill Strategy

#BluePillDo what you used to do, just faster

#BluePillFaster Messaging ➝ More Clutter

#BluePillFaster Messaging ➝ Powered by Surveillance Tech & Automation

Cookies / IDsBeacons

#BluePill Faster Messaging ➝ #newsjacking

#BluePill Faster Messaging ➝ #newsjacking

#BluePillFaster Messaging ➝ #VanityMetrics

“… that tweet didn’t sell a single extra Oreo” Seth Godin

#BluePillFaster Messaging ➝ #LandfillMarketing

#BluePillFaster Messaging ➝ #LandfillMarketing

#BluePillFaster Messaging ➝ #LandfillMarketing

#RedPillFaster Servicing

#RedPillFaster Service?

#RedPill Faster Servicing of our Information Needs

#RedPillFaster Servicing of our Information Needs

1. Processing your order

2. With the factory

3. Build week confirmed

4. Build in progress

5. In transit 6. Arrived in UK 7. Nearly there

Today 15:49

Delivered

#RedPill Faster Servicing #OnDemand

#RedPill Faster Servicing#OnDemand #Unicorn

#RedPill Faster Servicing#OnDemand #Unicorn #Germany

#RedPill Faster Servicing#ConvenienceTech

#RedPill Faster Servicing#Uberfication of Everything

#RedPill Marketing as a Service‘Help Me, Right Here, Right Now’

Time is relativeReal time means ‘my time’So real time marketingMeans ‘on-demand marketing’

#RedPill or the #BluePill Strategy?Choose NOW

Faster Servicing vs Faster Messaging

Thanks from @marsattacks…and don’t forget your marshmallow

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