Marketers have so many distractions, new MarTech / Marketing Technology / New Customer Data / New Publishers -- How to make sense of it all? This Strategic framework will help!

1. ©2017
Mark Osborne
Ten Truths Marketing, Inc.
Marketing Subject Matter Expert
WHAT’S WRONG WITH
MARKETING
IN 2017?

2. Simply - It’s irrelevant, and
there’s too much of it
• This complaint is common to
both consumers and
marketers
• As practitioners we care about
both
Let’s examine what this means
to both halves of the equation
(consumers and marketers) to
come up with solutions for how
to fix Marketing in 2017
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
WHAT’S
WRONG
WITH
MARKETING
IN
2017?
Page 1

3. ©2017 • Mark Osborne • Ten Truths Marketing, Inc.
MESSAGING
IS
IRRELEVANT
TO
CONSUMERS
UNACEPTABLE
Consumers share more data than ever
before:
• Constantly updating info and
demonstrating preferences
• Consumers expect
personalization and relevance for
their immediate / individual
context
Irrelevance is amplified because
everything is “advertiser supported” -
- consumers receive marketing
messages in apps, on websites, and
even in elevators and bathrooms
Page 2

4. ©2017 • Mark Osborne • Ten Truths Marketing, Inc.
WHY ARE MARKETERS
FAILING?
Simply put – it’s HARD!
• It’s hard to make sense of the consumer data that’s
available
• Once we find insights, it’s hard to pick the best way to
react: Best message? Best medium?
• Even then it’s hard to respond fast enough to be relevant
for the changing customer context
Page 3

5. TOO MUCH
“MARKETING”
FOR MARKETERS
TO HANDLE
Add to this the constant stream of
new media platforms and new data
sources
• Most of this isn’t relevant to a
specific marketing challenge
• Marketers can’t keep up
• Marketers can’t focus
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
Google Search delivers:
• 1.6+ Billion sites for “Marketing”
• 990+ Million for “Marketing 2016”
• 555+ Million for “Marketing Technology”
• 260+ Million for “New Marketing Technology 2016”
Page 4

6. ©2017 • Mark Osborne • Ten Truths Marketing, Inc.
Adopt a new paradigm:
‘Exocentric Marketing’ is the next phase
in the evolution of the Marketing
Concept.
Focus on what matters:
‘First Principles’ is a lens for evaluating
marketing technology and customer
data solutions that deliver
transformational impact
Strategic framework:
‘The Ten Truths of Modern Marketing’ is a
strategic framework for focusing
marketing decision-making within this
new paradigm
IN 2017?
MARKETING
FIX
HOW TO
Page 5

7. ©2017 • Mark Osborne • Ten Truths Marketing, Inc.
NEW PARADIGM:
EXOCENTRIC
MARKETING
‘Exocentric Marketing’ is the next phase in the evolution of the
Marketing Concept
• Exocentric Marketing delivers customer delight using technology
to leverage data for seemingly serendipitous moments. 1:1 <->
Brand:Consumer relationships at scale.
Click Here to Learn More
Page 6

8. ©2017 • Mark Osborne • Ten Truths Marketing, Inc.
EXOCENTRIC
VIEW OF
MARKETING
CHALLENGES
Exocentric Marketing views marketing
challenges differently
• Changing customer journeys
• Shift in control over the brand image
• New priorities for customer
acquisition vs customer satisfaction
Page 7

9. ©2017 • Mark Osborne • Ten Truths Marketing, Inc.
EXOCENTRIC
MARKETING
RESPONSE
Exocentric Marketers respond to
these challenges differently
• Two-way modes of
communication
• Granular approaches to
segmentation
• Advanced execution with
data and technology
Page 8

10. ©2017 • Mark Osborne • Ten Truths Marketing, Inc.
Too much ‘good’ Marketing Technology
distracting from the ‘best’ opportunities
FOCUS:
FIRST PRINCIPLES OF MARKETING
Evaluate marketing problems and solutions based on First Principles from foundations
of Marketing and Advertising
• Insight: Do you need better understanding of your target customer?
Try CRM, DMPs, data enrichment, analytics solutions
• Messaging: Do you need to improve what you say to your target customer?
Try research data, optimization platforms, A/B testing solutions
• Delivery: Trouble reaching your target customer efficiently/effectively?
Try Programmatic Advertising, bidding, attribution solutions
• Transactions: Unprofitable customers?
Try CLTV analytics, recommendation engines, eCommerce solutions
Click Here to Learn More

11. ©2017 • Mark Osborne • Ten Truths Marketing, Inc.
LEVERAGE
Exponential returns on
investments of time and
money come from
focusing on the right
problem and using the
right solution – solutions
you are READY to
implement that address
multiple high impact
challenges
Page 10

12. ©2017 • Mark Osborne • Ten Truths Marketing, Inc.
TEN TRUTHS OF MODERN MARKETING
1. Focus: It’s impossible to do everything – use First Principles to do the right thing for your business, strategic thinking and customer obsession provide clarity
2. Relevance: Marketers must know their customers AND their context – reaching customers where they are on their path to purchase, with the right
information, delivered in the right way
3. Data: Without data, marketers cannot be relevant, because they can’t differentiate individuals, their needs, and their context
4. Technology: The volume, velocity, and variability of customer data demands technology to capture, manage, and activate
5. Immediacy: Customer journeys have accelerated, marketers need speed to adapt to changing consumer contexts in real time
6. Automation: Intelligent, timely interactions are impossible without predictive analytics / artificial intelligence / machine learning and automation technology
7. Insights: With the right data and the right technology to make sense of it, marketers have a richer understanding of their customers and their context
8. Creativity: The insights available with robust customer data, and the capability to speak to changing contexts empowers marketers to be ever more creative
in their messaging and execution
9. Agility: With a focus on measurement, marketers can now test and learn faster, creating the opportunity to maximize success and minimize failure
10. Change: Consumer behavior changes quickly, and marketers must adapt to new habits, and learn new technology to power successful solutions while
constantly seeking new, better sources of data
Click Here to Learn More

13. ©2017 • Mark Osborne • Ten Truths Marketing, Inc.
MARKETING
AS A
BLESSING
Operating with an Exocentric mindset, evaluating MarTech investments
with First Principles, and using the Ten Truths as an operating
framework Marketers can deliver relevant messages to consumers.
Instead of interrupting consumers, marketers can enhance the
customer experience, introducing people to new solutions to their
pressing problems and making their lives better.
Page 12

14. ©2017
Mark Osborne
Ten Truths Marketing, Inc.
Marketing Subject Matter Expert
Learn More:
http://TenTruthsMarketing.com