With more content available than ever before, consumers are inundated with choices for how and where they spend their time. But this unlimited content presents a challenge for marketers: consumer attention is now fractured across different sites, apps, devices, and platforms. By using the latest in research, JD will reveal how marketers can break through the noise and find growth in a digitally distracted world.

1. JD Prater
Quora Evangelist
Swipe. Click. Binge. Repeat.
What Happens When Performance
Marketing Isn’t Enough

2. We
our phones

3. 90% of 18-29 year olds sleep
with their smartphones

4. We love touching our phones
source: dscout
HEAVY USER
5,427average daily touches
225average daily minutes
AVERAGE USER
2,617average daily touches
145average daily minutes

5. And checking our phones
source: dscout

7. of college students said they
felt phantom vibrations
90%
We even hallucinate they’re vibrating
Source: ScienceDirect

8. phubbing
Verb: The act of snubbing someone in a social setting by
looking at your phone instead of paying attention.

9. It happens
to everyone

10. We all do it

12. Source: Nielsen Total Audience Report Q3 2018
10:30 hours
a day spent
on media

13. TV Friends
Family
Social
Media Work
ME
Radio
Podcasts
Video
Games

14. Homo Distractous

16. Hold & Scroll
TM

17. “My experience is what
I agree to attend to.
Only those items which
I notice shape my mind.”
- William James

18. I think, therefore
I (Instagr)am

19. Supply of Attention
Demand on Attention
BEFORE NOW
We are facing a gigantic
attention scarcity

20. Decreasing attention to ads
Source: Think With Google

21. 0
45
90
135
180
2018 2019 2020 2021
Marketers increasing ad spend
Source: eMarketer

23. Congress
Advertisers
0 1.5 3 4.5 6
6%
4%
Consumers don’t trust advertisers
Source: 4As and Ipsos OTX

24. of internet
users globally
use an ad-blocker
today
47%
Source: Global Web Index

25. People wouldn’t
care if 77%
of brands
disappeared
Source: Havas Meaningful Brands Study

26. Source: The Rising Cost of Consumer Attention

28. Source: Profitwell
Paid CAC is up nearly 60% over the past five years

29. Driving Growth
Powerful Brand
Hiring Top Talent
0 10 20 30 40
37.9%
13.7%
9.7%
Driving growth is the number one challenge for CMOs
Source: The CMO Survey, February 2019

30. Fighting to Matter
Increasing Distractions
Increasing Content
Increasing Advertisers
Increasing Ad Spend
Increasing Number of Ads
Increasing Ad Blockers
Increasing Regulation GDPR
Increasing Customer Acquisition
Costs
More Competition
More Ad Options
Less Attention
Less TrustDon’t Care if Brand
Disappeared Drive Growth

31. “MARKETING IS A
CONTEST
FOR PEOPLE’S ATTENTION.”
- SETH GODIN

32. What are we
going to do?

33. Ideas
1 2 3 4

34. Work with the brain,
not against it
1

35. Let’s play
a game

44. 23 + 59 = ?

46. SYSTEM 1
Intuition & instinct
SYSTEM 2
Rational thinking
95% 5%

47. The vast majority of
consumer decision
making happens
here
95%

48. Source: Disney/Pixar Inside Out

53. Confirmation Bias

54. Bizarreness Effect

55. Too often performance
marketing lives here
5%
Rational Thinking

61. Urgency/Anchoring
Scarcity

62. Social Proof
Fav Color
Brand Values

63. It was a good deal
I need some
white shoes
I do care about
the environment
I’m not rational and neither are you
Got the last one

65. Source: https://www.helpscout.com/blog/benefits-sell/
Innovative marketers invent new solutions
that work on old emotions

66. There isn’t a separate B2B brain
Source: CEB/Motista Survey
Impact of Perceived Brand Benefits on
Commercial Outcomes
PercentageLift
0%
12.5%
25%
37.5%
50%
Business Value Personal Value
42.6%
21.4%
• Functional benefits
• Business outcomes
• Professional benefits (career advancement)
• Social benefits (popularity)
• Emotional benefits (confidence)
• Self-image benefits (pride)

67. The myth of rational choice

68. Become students of consumer
psychology and behavioral economics

69. For those who prefer podcasts

70. 2 Early adopters are
winning peak ROI

71. Instagram Stories Ads

72. Quora Ads

74. Blockbuster, Kodak, and Blackberry

75. This is also true for PPC channels

76. Under priced attention

77. Tactic 1 Tactic 2
Time
Returns
Crash & Burn Marketing Tactics
Inflection Point
Final ROI

78. PPC
Time
Returns
One Trick Pony
Final ROI
Inflection Point

79. PPC
Time
Returns
One Trick Pony
Where is the account now?
Final ROI
Inflection Point

80. Time
Returns
Ol’ Faithful
Final ROI
Inbound Marketing
Inflection Point

81. Tactic 1
Tactic 4
Time
Returns
Tactic 3
Tactic 5
Tactic 6
Tactic 2
Inflection Points, Marketing Tactics
and Business Growth Over Time
Final ROI
Inflection Point

82. Tactic 1
Tactic 4
Time
Returns
Overtime time an ideal
marketing mix ought to
produce a positive ROI
Tactic 3
Tactic 5
Tactic 6
Tactic 2
So long as inflections points are following a growth
path clients and budget makers stay happy
Final ROI
Inflection Point

83. Paid Search
Paid Social
????
Every marketing opportunity presents
a strategic inflection point

84. 3 Brand marketing is
driving performance

85. We’re very good at
capturing demand

86. Finding and generating
demand is where
growth happens

87. Source: The Secret Life of Search
choose a brand that they
were already familiar with
for their “purchase”82%

88. Source: The Secret Life of Search
We focus here

89. Source: The Secret Life of Search
Impact of Branding

90. “You can’t win on
features, you have
to win on brand.”
- David Cancel, CEO Drift

91. Source: Payne & Frow, Strategic Customer Management, Figure 3.6

92. Customers ‘taste’ both the drink
and it’s brand image

93. Sales Activation
40%
Brand Building
60%
Source: Les Binet and Paul Field, The Long and the Short of It, IPA
Brand Building and Sales Activation
Optimum Balance
2013

94. Brand Building and Sales Activation
Optimum Balance
And now
Sales Activation
25%
Brand Building
75%
Source: Les Binet, Effectiveness in Context, IPA

95. Source: Nanigans Facebook and Instagram: Prospecting vs. Retargeting Ad Spend
Facebook & Instagram Ad Spend
Prospecting vs. Retargeting

96. Source: OnBrand Magazine
#1 metric for measuring
brand marketing activities
of brand managers
and CMOs answered
New Customer Acquisition75%

97. What brand marketing used to be

98. Source: iMotions

99. 84%
Neuroscience
17%
Self-reports
Neuroscience is predicting hit TV shows
Source: Immersion Neuroscience

104. MENTAL
AVAILABILITY
FOR BRANDS

105. % of Growth in Market Share
Source: Kantar Millward Brown / BrandZ
0%
5%
10%
15%
20%
25%
20%
6%
Brands with weak
meaningful
difference which
grew salience
Brands with strong
meaningful
difference which
grew salience
Being
Meaningful is
Key to Growth

106. Source: Les Binet and Paul Field, The Long and the Short of It, IPA
A long term outward focus
brings broader and bigger effects

107. 4 Ideas that spread, win

109. Acquiring a new
customer can cost
5X
more than retaining an
existing customer
Source: Invesp

110. People wouldn’t
care if 77%
of brands
disappeared
Source: Havas Meaningful Brands Study

111. Source: The Secret Life of Search

112. “Customer retention is
the new growth.”
Adobe CEO Shantanu Narayen

114. Source: HubSpot

115. Source: HubSpot

116. Minimum Viable Audience

117. Audience
Minimum ViableToo small Too broad
Minimum + Viable
The smallest possible
audience you can serve and
that can sustain your business

118. Oklahoma
Minimum Viable
Voted last
election
Registered
Republicans
Everyone is not your customer

119. Total Available
Audience
100 customers
who love it! 1 million people
who would have
just liked it
Airbnb started small
“It was better to have 100 people who
Loved us vs 1 million people who liked us.
All movements grow this way.”

120. Source: Ben Meakin

121. Source: Adobe, The ROI from Marketing to Existing Online Customers
Loyal customers
accounted for 41%
of ecommerce
revenue

122. 83% of Americans trust recommendations from
friends and family. Source: Nielsen and Edelman

123. Around 91% of B2B Buyers
are influenced by word of
mouth marketing
Source: USM

124. Easier and cheaper to expand within
your customer base
Source: Chasm Group

125. Source: Paul Farris, Marketing Metrics
A repeat customer is easier to sell to

127. It’s not for you

128. to the customer
- Gary Vaynerchuk
“Whoever is
closest
always wins.”

129. Finding growth in a
digital distracted world
1 2 3 4

130. Fighting to Matter
Increasing Distractions
Increasing Content
Increasing Advertisers
Increasing Ad Spend
Increasing Number of Ads
Increasing Ad Blockers
Increasing Regulation GDPR
Increasing Customer Acquisition
Costs
More Competition
More Ad Options
Less Attention
Less TrustDon’t Care if Brand
Disappeared Drive Growth

131. We can’t all
grow
10X

132. Work with the brain,
not against it

133. Early adopters are
winning Peak ROI

134. “You can’t win on
features, you have
to win on brand.”
- David Cancel, CEO Drift

135. “Customer retention is
the new growth.”
Adobe CEO Shantanu Narayen

136. “Absorb what is useful,
discard what is useless and
add what is specifically
your own.”

137. phubbing
Verb: The act of snubbing someone in a social setting by
looking at your phone instead of paying attention.