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BOB HOFFMAN
TYPE A GROUP
SAN FRANCISCO, CA
TYPEAGROUP.COM
MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY
0
25
50
75
100
US DEPT OF COMMERCE, 2015
RETAIL SALES
ON WEB IN A STORE
7.3%
92.7%
0
25
50
75
100
eMARKETER
RETAIL SALES
ON A MOBILE DEVICE NOT ON A MOBILE DEVICE
1.8%
98.2%
MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY
1. THE BRAND DELUSION
2. THE DIGITAL DELUSION
3. THE AGE DELUSION
MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY
KNOWING SOMETHING IS
COMPLETELY DIFFERENT
FROM THINKING YOU KNOW
SOMETHING
“SCIENCE IS THE BELIEF IN
THE IGNORANCE OF
EXPERTS”
RICHARD FEYNMAN
1. THE BRAND DELUSION
2. THE DIGITAL DELUSION
3. THE AGE DELUSION
“THEY REACH YOUR HEART AS
WELL AS YOUR MIND, CREATING AN
INTIMATE, EMOTIONAL
CONNECTION THAT YOU JUST CAN’T
LIVE WITHOUT.”...
“…IN EUROPE AND THE US PEOPLE
WOULD NOT CARE IF 92% OF
BRANDS DISAPPEARED.”
HAVAS MEDIA
THE BRAND DELUSION
.07% (7 IN 10,000) EVER ENGAGE
WITH A MAJOR BRAND’S FACEBOOK
POSTS
FORRESTER
THE BRAND DELUSION
BRAND LOYALTY
THE BRAND DELUSION
OUR BRANDS ARE VERY IMPORTANT
TO US, AND NOT VERY IMPORTANT
TO MOST CONSUMERS
THE BRAND DELUSION
1. THE BRAND DELUSION
2. THE DIGITAL DELUSION
3. THE AGE DELUSION
DEATH OF ADVERTISING
THE DIGITAL DELUSION
“…THE END OF THE ERA OF
MASS MARKETING”
FORRESTER 2004
THE DIGITAL DELUSION
“…THE :30 SPOT - AT LEAST AS IT EXISTS
TODAY - IS EITHER DEAD, DYING, OR HAS
OUTLIVED ITS USEFULNESS. TAKE YOUR
PICK."
JOS...
SETH GODIN, 2008
“…THE END OF TRADITIONAL
ADVERTISING”
THE DIGITAL DELUSION
“…THE POST-ADVERTISING
AGE IS UNDER WAY”
AD AGE, 2009
THE DIGITAL DELUSION
“…THE PRESENT IS APOCALYTIC. ANY HOPE
FOR A SEAMLESS TRANSITION - OR ANY
TRANSITION AT ALL - FROM MASS MEDIA AND
MARKETING...
“ADVERTISING IS DEAD”
HUFFINGTON POST
THE DIGITAL DELUSION
eMARKETER
THE DIGITAL DELUSION
DEATH OF TELEVISION
THE DIGITAL DELUSION
TECHCRUNCH, 2006
“LET’S JUST DECLARE TV
DEAD AND MOVE ON”
THE DIGITAL DELUSION
WIRED, 2007
“TRADITIONAL TV WON’T
BE HERE IN 7-10 YEARS”
THE DIGITAL DELUSION
THE TELEGRAPH, 2007
“TV IS DYING SAYS GOOGLE
EXPERT”
THE DIGITAL DELUSION
FOX NEWS, 2007
“INTERNET IS SET TO
REVOLUTIONIZE TELEVISION
WITHIN 5 YEARS”
THE DIGITAL DELUSION
0
750
1500
2250
3000
NIELSEN, Q4 2015, A18+
VIDEO VIEWING MINUTES/WEEK
TV LIVE+
THE DIGITAL DELUSION
PCDVR SMARTPHONE
2,09...
THE DIGITAL DELUSION
THE DIGITAL DELUSION
JEFF BEZOS
“WE’RE IN A GOLDEN AGE
OF TELEVISION”
THE DIGITAL DELUSION
TV ISN’T DYING,
IT’S HAVING BABIES
THE DIGITAL DELUSION
THINKBOX
DEATH BY INTERACTIVITY
THE DIGITAL DELUSION
SIZMEK
8 “INTERACTIONS” PER
10,000 IMPRESSIONS
THE DIGITAL DELUSION
CNET
38% OF WEB TRAFFIC
IS HUMAN
THE DIGITAL DELUSION
MEDIAPOST/FORENSIQ
AN AVERAGE BOT-NET CAN PRODUCE
1 BILLION FRAUDULENT ONLINE AD
IMPRESSIONS A DAY
THE DIGITAL DELUSION
RANCE CRAIN, ADVERTISING AGE
“…THERE IS MASSIVE FRAUD IN
THE DIGITAL MARKETPLACE”
THE DIGITAL DELUSION
$7 BILLION IN ONLINE AD FRAUD
THE DIGITAL DELUSION
THE DIGITAL DELUSION
“WE WERE AMAZED BY THE VOLUME
OF VALUELESS INVENTORY.”
FACEBOOK
“VIEWABILITY”
THE DIGITAL DELUSION
GOOGLE
56% OF DISPLAY ADS PAID FOR BY
ADVERTISERS NEVER APPEARED IN
FRONT OF A LIVE HUMAN BEING
THE DIGITAL DELUSION
NEW YORK TIMES
57% OF 2 BILLION VIDEO ADS
SURVEYED WERE “UNVIEWABLE”
THE DIGITAL DELUSION
KRAFT
REJECTING 75-85% OF ONLINE
IMPRESSIONS…
“FRAUDULENT, UNSAFE,
UNVIEWABLE OR UNKNOWN”
THE DIGITAL DELUSION
MEDIAPOST
60% OF CLICKS ON MOBILE
ADS ARE MISTAKES
THE DIGITAL DELUSION
DON’T KNOW WHAT THEY’RE BUYING
DON’T KNOW WHO THEY’RE BUYING IT FROM
DON’T KNOW WHAT THEY’RE GETTING
DON’T KNOW WHAT THEY’...
THE DIGITAL DELUSION
DEATH BY SOCIAL MEDIA
“IF YOU CAN HARNESS SOCIAL MEDIA
MARKETING, YOU DON’T HAVE TO
PAY FOR ADVERTISING ANYMORE”
THE DIGITAL DELUSION
SEQUOIA CA...
“SOCIAL MEDIA IS THE LONE
CURRENCY THAT VIRTUALLY
GUARANTEES A RETURN”
THE DIGITAL DELUSION
USA TODAY
“MARKETERS KEEP SPENDING ON
SOCIAL DESPITE LACK OF
RESULTS”
THE DIGITAL DELUSION
AD AGE
88% OF MARKETERS SAW NO
MEASURABLE IMPACT FROM
SOCIAL MEDIA PROGRAMS
THE DIGITAL DELUSION
DUKE UNIV., AMERICAN MARKETING A...
“EMAIL REMAINS A MORE EFFECTIVE
WAY TO ACQUIRE CUSTOMERS THAN
SOCIAL MEDIA - NEARLY 40 TIMES
THAT OF FACEBOOK AND TWITTER
...
“…(FACEBOOK) WAS TELLING BRANDS
TO INCREASE THE NUMBER OF PEOPLE
FOLLOWING THEIR PAGES. NOW IT
SAYS FANS ARE LARGELY IRREL...
“...FEW BRANDS HAVE GENERATED
MEANINGFUL CONSUMER INTEREST
ONLINE. IN FACT SOCIAL MEDIA
SEEMS TO HAVE MADE BRANDS LESS
SIG...
THE DIGITAL DELUSION
“MARKETERS ARE EXPECTED TO
NEARLY DOUBLE THEIR SOCIAL
MEDIA SPENDING IN THE NEXT 5
YEARS”
AD AGE
THE SHOPPING TEST
THE DIGITAL DELUSION
THE DIGITAL DELUSION
1. THE BRAND DELUSION
2. THE DIGITAL DELUSION
3. THE AGE DELUSION
“THE MOST VALUABLE GENERATION
IN THE HISTORY OF MARKETING”
NIELSEN
THE AGE DELUSION
RESPONSIBLE FOR 51% OF ALL
CONSUMER SPENDING
THE AGE DELUSION
OUTSPEND IN NEARLY EVERY
CATEGORY
THE AGE DELUSION
BUY 55% OF CPG
DOMINATE 94% CPG CATEGORIES
THE AGE DELUSION
OUTSPEND OTHER ADULTS ONLINE
2:1
THE AGE DELUSION
NET WORTH ABOUT 3X AVERAGE
THE AGE DELUSION
BUY ABOUT 60% OF NEW CARS
THE AGE DELUSION
CONTROL 70% OF US WEALTH
THE AGE DELUSION
WORLD’S TOP 6 ECONOMIES
U.S.
CHINA
AMERICANS OVER 50
INDIA
JAPAN
GERMANY
THE AGE DELUSION
PEOPLE OVER 50 ARE THE TARGET
FOR 10% OF MARKETING ACTIVITY
THE AGE DELUSION
THE AGE DELUSION
0
10
20
30
40
50
PEOPLE OVER 50
ADULT POPULATION ADVERTISING POPULATION
MARKETING BY SELFIE-STICK
THE AGE DELUSION
“THE MOST IGNORED WEALTHY
PEOPLE IN THE HISTORY OF
MARKETING”
FORBES
THE AGE DELUSION
THE LARGEST BUSINESS
DEVELOPMENT OPPORTUNITY OF
THE DECADE FOR THE TV INDUSTRY
ME
THE AGE DELUSION
MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY
PERSPECTIVE
MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY
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Hoffman mars:new jersey.key

Bob Hoffman's talk "Marketers Are From Mars, Consumers Are From New Jersey"' delivered to Screenforce 2016, in Vienna, Dusseldorf, and Zurich,.

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Hoffman mars:new jersey.key

  1. 1. BOB HOFFMAN TYPE A GROUP SAN FRANCISCO, CA TYPEAGROUP.COM
  2. 2. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY
  3. 3. 0 25 50 75 100 US DEPT OF COMMERCE, 2015 RETAIL SALES ON WEB IN A STORE 7.3% 92.7%
  4. 4. 0 25 50 75 100 eMARKETER RETAIL SALES ON A MOBILE DEVICE NOT ON A MOBILE DEVICE 1.8% 98.2%
  5. 5. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY
  6. 6. 1. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION
  7. 7. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY
  8. 8. KNOWING SOMETHING IS COMPLETELY DIFFERENT FROM THINKING YOU KNOW SOMETHING
  9. 9. “SCIENCE IS THE BELIEF IN THE IGNORANCE OF EXPERTS” RICHARD FEYNMAN
  10. 10. 1. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION
  11. 11. “THEY REACH YOUR HEART AS WELL AS YOUR MIND, CREATING AN INTIMATE, EMOTIONAL CONNECTION THAT YOU JUST CAN’T LIVE WITHOUT.” THE BRAND DELUSION SAATCHI & SAATCHI
  12. 12. “…IN EUROPE AND THE US PEOPLE WOULD NOT CARE IF 92% OF BRANDS DISAPPEARED.” HAVAS MEDIA THE BRAND DELUSION
  13. 13. .07% (7 IN 10,000) EVER ENGAGE WITH A MAJOR BRAND’S FACEBOOK POSTS FORRESTER THE BRAND DELUSION
  14. 14. BRAND LOYALTY THE BRAND DELUSION
  15. 15. OUR BRANDS ARE VERY IMPORTANT TO US, AND NOT VERY IMPORTANT TO MOST CONSUMERS THE BRAND DELUSION
  16. 16. 1. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION
  17. 17. DEATH OF ADVERTISING THE DIGITAL DELUSION
  18. 18. “…THE END OF THE ERA OF MASS MARKETING” FORRESTER 2004 THE DIGITAL DELUSION
  19. 19. “…THE :30 SPOT - AT LEAST AS IT EXISTS TODAY - IS EITHER DEAD, DYING, OR HAS OUTLIVED ITS USEFULNESS. TAKE YOUR PICK." JOSEPH JAFFE, 2005 THE DIGITAL DELUSION
  20. 20. SETH GODIN, 2008 “…THE END OF TRADITIONAL ADVERTISING” THE DIGITAL DELUSION
  21. 21. “…THE POST-ADVERTISING AGE IS UNDER WAY” AD AGE, 2009 THE DIGITAL DELUSION
  22. 22. “…THE PRESENT IS APOCALYTIC. ANY HOPE FOR A SEAMLESS TRANSITION - OR ANY TRANSITION AT ALL - FROM MASS MEDIA AND MARKETING TO MICRO MEDIA AND MARKETING ARE ABSURD. THE SKY IS FALLING, WE ARE EXQUISITELY IRRETRIEVABLY FUCKED.” BOB GARFIELD, AD AGE, 2009 THE DIGITAL DELUSION
  23. 23. “ADVERTISING IS DEAD” HUFFINGTON POST THE DIGITAL DELUSION
  24. 24. eMARKETER THE DIGITAL DELUSION
  25. 25. DEATH OF TELEVISION THE DIGITAL DELUSION
  26. 26. TECHCRUNCH, 2006 “LET’S JUST DECLARE TV DEAD AND MOVE ON” THE DIGITAL DELUSION
  27. 27. WIRED, 2007 “TRADITIONAL TV WON’T BE HERE IN 7-10 YEARS” THE DIGITAL DELUSION
  28. 28. THE TELEGRAPH, 2007 “TV IS DYING SAYS GOOGLE EXPERT” THE DIGITAL DELUSION
  29. 29. FOX NEWS, 2007 “INTERNET IS SET TO REVOLUTIONIZE TELEVISION WITHIN 5 YEARS” THE DIGITAL DELUSION
  30. 30. 0 750 1500 2250 3000 NIELSEN, Q4 2015, A18+ VIDEO VIEWING MINUTES/WEEK TV LIVE+ THE DIGITAL DELUSION PCDVR SMARTPHONE 2,093 226 89 17
  31. 31. THE DIGITAL DELUSION
  32. 32. THE DIGITAL DELUSION
  33. 33. JEFF BEZOS “WE’RE IN A GOLDEN AGE OF TELEVISION” THE DIGITAL DELUSION
  34. 34. TV ISN’T DYING, IT’S HAVING BABIES THE DIGITAL DELUSION THINKBOX
  35. 35. DEATH BY INTERACTIVITY THE DIGITAL DELUSION
  36. 36. SIZMEK 8 “INTERACTIONS” PER 10,000 IMPRESSIONS THE DIGITAL DELUSION
  37. 37. CNET 38% OF WEB TRAFFIC IS HUMAN THE DIGITAL DELUSION
  38. 38. MEDIAPOST/FORENSIQ AN AVERAGE BOT-NET CAN PRODUCE 1 BILLION FRAUDULENT ONLINE AD IMPRESSIONS A DAY THE DIGITAL DELUSION
  39. 39. RANCE CRAIN, ADVERTISING AGE “…THERE IS MASSIVE FRAUD IN THE DIGITAL MARKETPLACE” THE DIGITAL DELUSION
  40. 40. $7 BILLION IN ONLINE AD FRAUD THE DIGITAL DELUSION
  41. 41. THE DIGITAL DELUSION “WE WERE AMAZED BY THE VOLUME OF VALUELESS INVENTORY.” FACEBOOK
  42. 42. “VIEWABILITY” THE DIGITAL DELUSION
  43. 43. GOOGLE 56% OF DISPLAY ADS PAID FOR BY ADVERTISERS NEVER APPEARED IN FRONT OF A LIVE HUMAN BEING THE DIGITAL DELUSION
  44. 44. NEW YORK TIMES 57% OF 2 BILLION VIDEO ADS SURVEYED WERE “UNVIEWABLE” THE DIGITAL DELUSION
  45. 45. KRAFT REJECTING 75-85% OF ONLINE IMPRESSIONS… “FRAUDULENT, UNSAFE, UNVIEWABLE OR UNKNOWN” THE DIGITAL DELUSION
  46. 46. MEDIAPOST 60% OF CLICKS ON MOBILE ADS ARE MISTAKES THE DIGITAL DELUSION
  47. 47. DON’T KNOW WHAT THEY’RE BUYING DON’T KNOW WHO THEY’RE BUYING IT FROM DON’T KNOW WHAT THEY’RE GETTING DON’T KNOW WHAT THEY’RE PAYING THE DIGITAL DELUSION
  48. 48. THE DIGITAL DELUSION DEATH BY SOCIAL MEDIA
  49. 49. “IF YOU CAN HARNESS SOCIAL MEDIA MARKETING, YOU DON’T HAVE TO PAY FOR ADVERTISING ANYMORE” THE DIGITAL DELUSION SEQUOIA CAPITAL
  50. 50. “SOCIAL MEDIA IS THE LONE CURRENCY THAT VIRTUALLY GUARANTEES A RETURN” THE DIGITAL DELUSION USA TODAY
  51. 51. “MARKETERS KEEP SPENDING ON SOCIAL DESPITE LACK OF RESULTS” THE DIGITAL DELUSION AD AGE
  52. 52. 88% OF MARKETERS SAW NO MEASURABLE IMPACT FROM SOCIAL MEDIA PROGRAMS THE DIGITAL DELUSION DUKE UNIV., AMERICAN MARKETING ASSOC., DELOITTE
  53. 53. “EMAIL REMAINS A MORE EFFECTIVE WAY TO ACQUIRE CUSTOMERS THAN SOCIAL MEDIA - NEARLY 40 TIMES THAT OF FACEBOOK AND TWITTER COMBINED” THE DIGITAL DELUSION MCKINSEY & CO.
  54. 54. “…(FACEBOOK) WAS TELLING BRANDS TO INCREASE THE NUMBER OF PEOPLE FOLLOWING THEIR PAGES. NOW IT SAYS FANS ARE LARGELY IRRELEVANT”
 THE DIGITAL DELUSION THE NEW YORK TIMES
  55. 55. “...FEW BRANDS HAVE GENERATED MEANINGFUL CONSUMER INTEREST ONLINE. IN FACT SOCIAL MEDIA SEEMS TO HAVE MADE BRANDS LESS SIGNIFICANT.” THE DIGITAL DELUSION HARVARD BUSINESS REVIEW
  56. 56. THE DIGITAL DELUSION “MARKETERS ARE EXPECTED TO NEARLY DOUBLE THEIR SOCIAL MEDIA SPENDING IN THE NEXT 5 YEARS” AD AGE
  57. 57. THE SHOPPING TEST THE DIGITAL DELUSION
  58. 58. THE DIGITAL DELUSION
  59. 59. 1. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION
  60. 60. “THE MOST VALUABLE GENERATION IN THE HISTORY OF MARKETING” NIELSEN THE AGE DELUSION
  61. 61. RESPONSIBLE FOR 51% OF ALL CONSUMER SPENDING THE AGE DELUSION
  62. 62. OUTSPEND IN NEARLY EVERY CATEGORY THE AGE DELUSION
  63. 63. BUY 55% OF CPG DOMINATE 94% CPG CATEGORIES THE AGE DELUSION
  64. 64. OUTSPEND OTHER ADULTS ONLINE 2:1 THE AGE DELUSION
  65. 65. NET WORTH ABOUT 3X AVERAGE THE AGE DELUSION
  66. 66. BUY ABOUT 60% OF NEW CARS THE AGE DELUSION
  67. 67. CONTROL 70% OF US WEALTH THE AGE DELUSION
  68. 68. WORLD’S TOP 6 ECONOMIES U.S. CHINA AMERICANS OVER 50 INDIA JAPAN GERMANY THE AGE DELUSION
  69. 69. PEOPLE OVER 50 ARE THE TARGET FOR 10% OF MARKETING ACTIVITY THE AGE DELUSION
  70. 70. THE AGE DELUSION 0 10 20 30 40 50 PEOPLE OVER 50 ADULT POPULATION ADVERTISING POPULATION
  71. 71. MARKETING BY SELFIE-STICK THE AGE DELUSION
  72. 72. “THE MOST IGNORED WEALTHY PEOPLE IN THE HISTORY OF MARKETING” FORBES THE AGE DELUSION
  73. 73. THE LARGEST BUSINESS DEVELOPMENT OPPORTUNITY OF THE DECADE FOR THE TV INDUSTRY ME THE AGE DELUSION
  74. 74. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY
  75. 75. PERSPECTIVE
  76. 76. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY

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