This is a variation of the Infinite marketer series specifically tailored to retail marketers, and presented at the Texas A&M Retail Summit 2015. This is a forward to the upcoming book Infinite Marketer to be published in 2016

1. The Infinite
Future
How to build sustainable and scalable
relationship with consumers in the
infinite media environment.

2. @msweezey
This presentation will be covering a lot of slides in a very
short amount of time. If you would like to follow along on
your device please find my slides posted to slideshare
now. Just go to @msweezey and there is the URL.

3. 40X
There
are
40X
more
marke-ng
channels
a
marketer
must
manage
in
2015
compared
to
1960.
This
increased
fragmenta-on
has
happened
as
a
result
of
infinite
media,
instant
connec-vity,
and
the
rise
in
mobility.

4. Limitless
Channels
Gartner
predicted
in
2014
that
by
2017
the
CMO
would
have
the
largest
IT
budget
in
the
company,
taking
it
away
from
the
CIO.

5. The
new
buyer
is
not
like
the
old
one.
They
are
mobile,
cross
channel,
and
highly
informed.
On
average
they
consume
3-­‐7
pieces
of
content
before
they
talk
to
sales.
The
average
person
between
35-­‐49
checks
Facebook
17
-mes
per
day.
BUYERS
CHANGE
GRANDPARENTS
Are the fasting growing demographic on
Facebook.

6. ALWAYS
Buyers
are
always
on.
There
are
more
people
in
the
world
with
a
cell
phone
than
there
are
those
with
clean
drinking
water,
or
electricity.
This
being
always
on
has
changed
them
behaviorally.
They
are
not
the
same
old
buyer,
but
rather
a
new
buyer.
ON
8
SECONDS
AVERAGE HUMAN
ATTENTION SPAN
MicrosoO
in
their
quest
to
beQer
understand
the
human,
set
up
a
test
to
begin
to
evaluate
the
effects
of
mobile
media
on
buyer
behavior.
They
found
in
their
2013
study
the
average
adult
now
has
an
8
second
aQen-on
span.
IS SHORTER THAN
A GOLDFISHES
The
average
aQen-on
span
of
a
Goldfish
is
9
seconds.

7. Buyers
harness
more
power
when
they
do
a
single
Google
search
than
all
of
NASA
had
in
1969
to
land
a
man
on
the
moon.
Anything
can
be
found
in
an
instant,
and
if
it’s
not
they
they
leave.
INSTANT
RESULTS
80%
Bounce Rate
On visits from Adwords
71%
Have been
Disappointed by content
25%
Will never re-engage
If disappointed once
1.70
Page views
Per visit to your site

8. Produc-on,
Technology,
Distribu-on,
and
Reach
are
all
democra-zed
making
the
rela-onship
you
have
with
your
consumer
the
only
sustainable
compe--ve
advantage.
Infinite
Competition
of Fortune 500 companies
are removed from the list in
Last decade (2004-2015)1/3

9. You
no
longer
compete
with
those
in
your
own
industry,
but
rather
the
best
of
those
fields.
Consumer
are
now
comparing
all
experiences
against
each
other
rather
than
against
their
ver-cal.
Infinite
Competition
Buyers
harness
more
power
when
they
do
a
single
Google
search
Ease of Use
Buyers
harness
more
power
when
they
do
a
single
Google
search
Personality
Buyers
harness
more
power
when
they
do
a
single
Google
search
Service
Buyers
harness
more
power
when
they
do
a
single
Google
search
Relationship

10. Production
3-D printing has democratized production.
Now anyone, anywhere, at anytime can
print them selves products.

11. Technology
SaaS technology democratized business
operations. Now any business can have the
best tool set to run their business, and build
their product, with almost zero overhead.

12. Distribution
Distribution and selling of goods has been
democratized by online marketplaces. It is
easier than ever to sell something at scale.

13. ENVIROMENT
CHANGED
BUYERS
CHANGE
= Radical Changes Must Occur
Buyers
harness
more
power
when
they
do
a
single
Google
search
Limitless Channels
Buyers
harness
more
power
when
they
do
a
single
Google
search
Always on
Buyers
harness
more
power
when
they
do
a
single
Google
search
Infinite Media
Buyers
harness
more
power
when
they
do
a
single
Google
search
Instant Expectations
Optimizing for small gains will leave you way
behind in the infinitely changing world.
+
+

14. Relationships
Are the life blood of
every company in the
future because they
have properties which
scale, have value, and
become competitive
differentiation in the
world of infinite
options.
01
Trump marketing campaigns

15. Remember
“New
Coke”
the
only
reason
Coke-­‐a-­‐Cola
didn’t
lose
the
cola
market
was
because
of
their
rela-onships
which
they
build
during
WWII.
Where
they
made
sure
every
GI
got
a
Coke
for
five
cents,
where
ever
they
were
in
the
world.
Campaigns
Can fail

16. Kimpton
Hotels
is
using
“Journey
Builder”
to
build
long
las-ng
rela-onships
with
customers
even
outside
of
their
travel
schedule.
Technology
allows
this
to
happen,
far
surpassing
Dunbars
wildest
dreams.
They
Can Scale

17. Building
rela-onships
with
consumers
inner
desires
is
what
we
should
be
focused
on.
It
is
what
our
society
is
based
off
of,
and
the
best
way
to
drive
people
to
ac-on.
We
are
in
partnership
with
our
consumers
now,
not
producers
for
them.
Edward Bernay’s created Public
Relations after learning from his
uncle Sigmund Freud the power of
the unconscious mind. He create a
new form of strategic marketing
which built relationships between
products and consumers inner
desires.
Bernays
Is Right

18. What do
consumers
desire?

19. “Consumers want
honest and
authentic
experiences”
-Joseph Pine II
Author of the Experience
Economy, Authenticity, & Infinite
Possibilities

20. “Consumers want honest and
authentic experiences”
-Joseph Pine II
Author of the Experience Economy, Authenticity, & Infinite Possibilities

21. Nobody Ever Said
“I want content”They decide engage with content to
solve goals, they engage with it because
it aligns with their purpose
The
worlds
best
media
brands
are
failing.
BBC
laid
of
500
reporters
last
year.
Gigaom
the
$22
million
dollar
backed
media
brand,
who
pioneered
blogging
closed
it’s
doors
aOer
8
years
in
2015.
We
need
to
be
rela-onship
brands.
Media
Brands?

22. This
is
the
first
-me
in
history
when
everyone
has
the
means
to
create
content,
distribute
content,
and
consume
content
with
no
fric-on.
This
has
created
an
insurmountable
amount
of
content.
Ubiquitous
Content
“1500 posts waiting for you
when you log onto Facebook”
-Facebook

23. more often than they do
those that simply urge
them to buy the product
being advertised. As a
result, their path to
purchase is actually
their path to purpose.
Consumers choose the
brands that engage
them on their passions
and interests 42%

24. Experiences which fulfill purpose are best
#likeagirl campaign is watched by over 77 million fans

25. Their purpose’s
for engaging
with content
are………

26. Escape !People wanting to escape will lean on self discover and
social channels. They are looking to escape their work, life,
job, and take a short break. No barring on sales readiness.

27. Discover!Discovery is one of the greatest gifts of the internet. We
have both passive and active discovery modes.
Active Discovery: Direct searches on the internet
Passive Discovery: When you scroll down in Facebook

28. Presence!Is the content which consumers create about themselves to
validate the mediated self they are projecting. Simply
engaging with this is fulfilling their purpose, and is
helpful, and does not require you to create more content.

29. Dynamic Relevance
People will only
engage with things
which are relevant to
them. If it is not
relevant then it will
not be engaged with.
02
Building a system of relevance is the only
way to scale personal relationships

30. Data
Collection
Buyers
become
highly
fragmented
beings
across
mul-ple
channels.
They
are
always
connected,
and
always
on.
The
only
way
to
reach
them
is
to
know
more
about
them,
and
understand
what
it
takes
to
really
be
relevant
to
the
modern
buyer.
You
no
longer
compete
with
those
in
your
own
industry,
but
rather
the
best
of
those
fields.
Consumer
are
now
comparing
all
experiences
against
each
other
rather
than
against
their
ver-cal.
Behavioral Data
You
no
longer
compete
with
those
in
your
own
industry,
but
rather
the
best
of
those
fields.
Consumer
are
now
comparing
all
experiences
against
each
other
rather
than
against
their
ver-cal.
Psychographic Data
Also
combine
with
all
other
internal
data.
CRM Data

31. Personalized
Experience
Requires
you
to
know
each
and
every
person,
and
demands
a
system
of
relevance
which
touches
all
aspects
of
your
business.
This
puts
the
customer
success
plaeorm
at
the
heart
of
your
marke-ng
efforts.
Then
allows
for
scaling
across
all
channels,
with
dynamic
and
predic-ve
personaliza-on.

32. Companies
using
predica-ve
content
on
average
are
seeing
an
increase
in
revenue
by
15%.
Predictive Content
Dynamic
content
suggests
the
best
next
piece
of
content
given
set
algorithms
of
most
likely
engagement.
Owned Experiences
Crea-ng
customized
experiences
also
needs
to
happen
both
on
your
website
and
via
the
email
content.
+15%
Revenue

33. Mindset > Branding
You
can
not
control
what
is
wriQen
about
you
online,
but
you
can
control
how
you
act,
and
what
you
do
so
that
what
people
see
is
your
best
foot
forward.
03

34. MINDSET!You will be measured by the total number of interactions. The
goal of “Mindset” is to align every touch point with the idea of
optimizing for a net positive experience.
Branding is a departmental goal, Mindset is an
organizational disciple.

35. “SHIP MY PANTS”

36. “SHIP MY PANTS”

37. “SHIP MY PANTS”

38. This is the value of the “switching economy” this
means switching from one product to another. This
makes the economy of switching the 10th largest
economy in the world.
$1.7 Trillion

39. Relationships are hard to substitute! Having
everyone in your company with the same
mindset is the only sustainable way for you to
proactively protect your brand from the infinite
amount of content which will be published about
you in the future. This is why companies like
AT&T give CX a seat at the Executive Table.

40. Action Branding
Mass publishing is the
lowest form of value
of the internet. Realize
that direct
engagement is
possible and offers a
new level of
relationships to form.
04
Validating their presence

42. Shared Value + Shared Action = Shared Profit
Action Branding Formula

44. Shared Value + Shared Action = Shared Profit
People want to
rebuild Braddock
PA. Levi wants to
have people
associate their
clothes with work
again.
Levi puts money,
and hires a
company to
coordinate
community events
to rebuild
Braddock. People
pitch in, and
suggest projects,
and execute them.
They both profit
from a better
community, which
got back to
working again.

45. PURPOSE!Action branding is a way to build brand via interactions which
fulfill the purpose and desires of consumers. This is opposite of
of passive “Branding” which uses imagery to associate feeling
with products.
Action branding is the way we should be looking to use
social media in the future. By validating the purpose
people are being social.

46. Thank you

47. Customer Case Study With: