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Jennifer Campbell

General Manager, Commercial Marketing

Canada Post



The MarketerThe Marketer’’s Dilemmas Dilemma

Month xx — Audience — 3 PROTECTED B or CONFIDENTIAL

1. Digital Fatigue (Consumers)1. Digital Fatigue (Consumers)

2. Digital Doubt (Marketers)

Two Trends:



40% Decline in Six Years40% Decline in Six Years



30%?

10%?

2%?


1. Digital Fatigue (Consumers)

2. Digital Doubt (Marketers)2. Digital Doubt (Marketers)

Two Two

Trends:Trends:


The Age of Digital DisillusionmentThe Age of Digital Disillusionment

A Dangerous Question: Does Internet Advertising Work at All? – The Atlantic (June 2014)

Ad Fraud: Are Your Digital

Dollars Going Down the Drain?– CMO.com (June 2014)

Marketers Remain Unsure

of Social’s Value

– Forrester Resea

rch (August 2013)

2014: A Year of Self)Doubt for Marketers– Hubspot (January 2014)

Half of Digital Marketers Doubt their Skills– Marketing Magazine (September 2013)

Forrester: Brands are Disillusioned with Facebook– Web Pro News (March 2014)

80% of CEOs have Lost Trust in their Marketers

– Chief Outside

rs (February

2014)

WHAT THE DECLINE OF FACEBOOK MEANS FOR

THEIR ADVERTISERS



“For some brands, as much as 25 to 50% of the

money spent on online ads is wasted.”

The Globe & Mail, “Bots, consumers and budgets: The

growing threat of ad fraud,” August 8, 2014

Digital AdvertisingDigital Advertising’’s s ““Bot ProblemBot Problem””



IS YOUR ONLINE

ADVERTISING

REACHING

SOMEONE?

OR SOMETHING?


The Time is RightThe Time is Right

For

Better

Faster

Cheaper

More Targeted



Inspiration from Around the GlobeInspiration from Around the Globe


Physical, DigitalPhysical, Digital……Engaging the SensesEngaging the Senses


The Power Channel for Activation?


Smart features “turn on”known products to make

them more intelligent, interactive and user-friendly

We Can Make Direct Mail “Smart”