Conor O'Flaherty is the CEO and Founder of Pursue.tv and spoke at DMX Dublin on Wednesday 9th March.

1. @conorofla

2. Traditional advertising sucks.

3. A brand is no longer what we tell
the consumers it is;

4. A brand is no longer what we tell
the consumers it is;
It is what consumers tell each
other it is.

5. Consumers made purchasing
decisions based on the
advertisements they saw.
Traditionally..

6. Consumers make purchasing
decisions based on looking at their
favourite personalities on YouTube
Nowadays..

7. People no longer trust ads.

8. Consumers no longer expect brands to
sell to them, but to entertain them and
inform them.

9. Consumers no longer expect brands to
sell to them, but to entertain them and
inform them.
But thats not really happening..

10. One way communication methods like
TV, Radio, Social Media Ads & Print have
consumers fed up of being ‘talked at’.

11. Consumers are tired of being interrupted
by brands online.
One way communication methods like
TV, Radio, Social Media Ads & Print have
consumers fed up of being ‘talked at’.

12. Consumers are tired of being interrupted
by brands online.
This drove the birth of the ad-blocker.
One way communication methods like
TV, Radio, Social Media Ads & Print have
consumers fed up of being ‘talked at’.

13. AdBlock has 200 million people signed
up.

14. AdBlock has 200 million people signed
up.
200 million people sick of traditional
advertisements.

16. Consumers now have a choice. They have
a voice.

17. Marketers have no choice but to follow
the shift - to move away from traditional
tactics and towards the ‘new web’
Consumers now have a choice. They have
a voice.

18. On this ‘new web’, consumers respond to
disruptive advertisements in three ways:

19. On this ‘new web’, consumers respond to
disruptive advertisements in three ways:
1) Blocking the ads

20. On this ‘new web’, consumers respond to
disruptive advertisements in three ways:
1) Blocking the ads
2) Clicking the X button asap

21. On this ‘new web’, consumers respond to
disruptive advertisements in three ways:
1) Blocking the ads
2) Clicking the X button asap
3) Treating them as a background wallpaper
(There but not worth paying attention to)

22. Brands need to find new ways to reach
consumers

23. Brands need to find new ways to reach
consumers
Consumers want trusted messages from
people like themselves

24. Building trust is where the
challenge lies for brands.

25. Building trust is where the
challenge lies for brands.
Brands need to put consumers first, re-build
the eroded trust through innovative solutions.

26. Youtility is marketing upside down.

27. Youtility is marketing upside down.
Instead of marketing that is needed by
companies, youtility is marketing that is
wanted by consumers.

28. Youtility is marketing upside down.
Instead of marketing that is needed by
companies, youtility is marketing that is
wanted by consumers.
Useful, free content that creates long term
trust.

29. Instead of having a product forced on
consumers through ads, they prefer brands
which are more subtle about their sales
pitches and provide info that they can use and
take value from.

30. From that, brands understand that they need
to be creating and pushing out content.

31. From that, brands understand that they need
to be creating and pushing out content.
However, in todays world it is nearly
impossible for brands to cut through the noise
and stand out among the crowd.

32. Every minute…

33. Every minute…
400 hours of video uploaded

34. Every minute…
400 hours of video uploaded
3.3 million statuses posted

35. Every minute…
400 hours of video uploaded
3.3 million statuses posted
55,000 photos shared

36. The most powerful way for a brand to stand
out among a crowd is to place a brand
message in-front of an interested audience
through a voice they trust.

37. The most powerful way for a brand to stand
out among a crowd is to place a brand
message in-front of an interested audience
through a voice they trust.
This is what we call influencer marketing.

38. “Nothing influences people
more than a
recommendation from a
trusted friend”
Mark Zuckerberg

39. Influencer marketing is the process of
identifying, targeting and connecting with
individuals that have influence over your
target audience, rather than trying to reach
that audience by yourself.

40. Influencers are established, independent voices
that create authentic and valuable content

41. Influencers are established, independent voices
that create authentic and valuable content
They look like consumers because they are
consumers.

42. Influencers are established, independent voices
that create authentic and valuable content
They look like consumers because they are
consumers.
They give a brand an authentic voice and a real
world presence that they could never achieve
otherwise.

43. People like Zoella.

44. People like Zoella.
She is passionate about creating beauty videos
and has an audience of 10 million subscribers.

45. People like Zoella.
She is passionate about creating beauty videos
and has an audience of 10 million subscribers.
She naturally integrates
brands into her content like:

46. Influencer marketing is built on providing value to
consumers through great content, relatable
stories and authentic connection.

47. Influencer marketing is built on providing value to
consumers through great content, relatable
stories and authentic connection.
It opens up a new channel for brands to connect
with customers more directly, more organically
and at scale.

48. Influencers are real people, which is why they
resonate with customers.

49. Influencers are real people, which is why they
resonate with customers.
When people recommend a product to their
friends, it carries a lot more weight than a banner
ad does these days.

50. This can easily catapult brand awareness into
new markets, whereas traditional marketing
would be much more difficult.

51. Influencer marketing presents a glaring
opportunity for brands to leverage the power of
word of mouth at scale through personalities
that consumers already follow and admire.

52. Influencer marketing presents a glaring
opportunity for brands to leverage the power of
word of mouth at scale through personalities
that consumers already follow and admire.
If you want to get a potential customer to buy
from you, then you have to get their attention in
such a way that they are open to learning more
about what you might sell them. Influencer
marketing is key to that.

53. Win

54. Win-Win

55. Win-Win-Win

56. Customers are happy as they are being provided
value through content that resonates with them.

57. Customers are happy as they are being provided
value through content that resonates with them.
Influencers are happy because they are able to
work with brands they love and monetize their
audience.

58. Brands & Marketers are happy because…..

59. Brands & Marketers are happy because…..
Influencer Driven Brand Advocates spend 35%
more, and keep on buying, increasing the lifetime
value of those customers.

60. Brands & Marketers are happy because…..
Influencer Driven Brand Advocates spend 35%
more, and keep on buying, increasing the lifetime
value of those customers.
Word of mouth generates twice the sales of paid
advertising - McKinsey

61. Brands & Marketers are happy because…..
Influencer Driven Brand Advocates spend 35%
more, and keep on buying, increasing the lifetime
value of those customers.
Word of mouth generates twice the sales of paid
advertising - McKinsey
Businesses make $6.50 for every $1 invested
in influencer marketing

62. Influencer Marketing:

63. Influencer Marketing:
The fastest growing acquisition channel

64. Influencer Marketing:
The fastest growing acquisition channel
Delivers high quality consumers

65. Influencer Marketing:
The fastest growing acquisition channel
Delivers high quality consumers
Cost effective

66. The world of marketing and advertising is
very saturated.

67. The world of marketing and advertising is
very saturated.
Influencer marketing is a way for
companies to cut through the noise.

68. This is the future of marketing.

69. This is the future of marketing.
I am at the forefront helping
brands to do this successfully.

70. This is the future of marketing.
I am at the forefront helping
brands to do this successfully.
Lets talk.

71. Thank you.
@conorofla
conor@pursue.tv