This presentation, which was delivered at the Satori Consulting Conference in November, 2018 outlines how the "Age of the Consumer" and the increased clout consumers have relative to brands and advertisements came to be, and how it also helped to evolve influencer marketing to what it is today. We then wrapped up by discussing how marketing personalization is truly the wave of the future for marketers,brands and consumers and is likely the next hot spot where brands can 'win' by successfully building this into their marketing strategy and plan.

1. Marketing Disruptors:
The Age of the Consumer,
Influencers and the
Journey to Personalization
Ian Turner, MBA
@sydcam_marcom linkedin.com/in/ianmturner
#satoriconference2018 #satoriinsight

2. The Age of the Consumer
What is it?
• It’s the consumer with a voice - and clout!
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3. The Age of the Consumer
How did this happen?
• Internet & social media = Leveled playing field
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4. Were their other factors at play?
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5. Further proof of brand distrust
45% of respondents said brands today
rarely live up to the promises they’ve
made—essentially giving them a D grade
for poor performance.
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6. And…
48% of respondents said when a brand
doesn’t keep its promise, they no longer
trust it and will stop buying its products.
Jack Morton, May 2018
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7. #satoriconference2018

8. The Age of the Review (Customer)
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9. The Age of the Review (Customer)
Google Maps
• Gets more reviews/day than any other service
– When you search for a restaurant on your phone
Google’s own results (maps, reviews, pictures)
take up almost two screen lengths before you get
to any organic results
Dentsu Aegis, October 26, 2018
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10. The Age of the Review (Customer)

11. The Age of the Review (via email)

12. What is Influencer marketing?
An influencer is someone who has the power to
influence the perception of others or get them to do
something different.
Forbes, November, 2017
Influencer marketing is simply the action of promoting
and selling products or services through people
(influencers) who have the capacity to have an effect
on the character of a brand.
Huffington Post, December, 2017
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13. Influencer marketing isn’t new…
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14. … But it has changed!
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15. Meet Emily Norris
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16. Why is this the new wave of marketing?
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17. The Journey to Personalization
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18. Personalization: Latest marketing trend
• Combining AI, machine learning, analytics and
big data to deliver customized, personalized
content and offers
• Still not there yet
• Customers want it!
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19. Personalization circa 1993
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20. Understanding Personalization
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21. Email Personalization
“By using AI-powered solutions, marketers can
go beyond using best practice recommendations
and tactics and employ actionable, customized
solutions that solve issues and enable them to
achieve the untapped potential of email.”
Return Path, October, 2018
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22. Digital Marketing - Gone Bad
“Some folks are happy to sell you something
right now, then bye, see ya (or not), because
every website is in essence from out of town.
With so much pressure on clickthrough rates
and yield, it’s not surprising that companies are
saying whatever they need to in order to close a
sale. Big promises, very little care or support.”
#satoriconference2018

23. But…
“At the same time, some successful
organizations have taken a completely different
path. They’re so focused on maximizing the
lifetime value for the customer (and themselves)
that they work overtime to tell their customers
the truth. It’s not for everyone and it might not
be for you. Truth works because it earns trust.”
Seth Godin, October 2, 2018
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24. Questions?
Thank you!
@sydcam_marcom linkedin.com/in/ianmturner
#satoriconference2018