We believe that digital marketing is broken. Display advertisements are obtrusive, interruptive and annoying. It's no surprise that ad blockers are becoming the rule rather than the exception. Remarketing strategies are often invasive and misplaced. Content marketing can be compelling but is tainted by the avalanche of click bait. Click-through rates continue to decline and reversing this trend can only be achieved at the expense of customer love. Identifying and nurturing customers who love what a business does has always been a cornerstone for marketing success. Mike's workshop will explore the similarities between trading in the 1980s and marketing today in terms of the deluge of data. He will argue that most digital marketing strategies amount to customer abuse and will present an alternative marketing strategy based on customer advocacy. He will share some insights from our market research and some aggregated insights from clients as well as businesses like AirBnB and Uber.

1. Mike Adam, Digital Animal CEO
Encouraging genuine recommendations
June 28th 2016

3. Marketing is like markets.

4. Shout!
Interrupt!
Bombard
!
Dominat
e!
Pester!Outreachdigital.org @outreachdigit

5. Stop customer abuse.
Outreachdigital.org @outreachdigit

6. Discover customer love.
Word of mouth is as old as the hills.
Recommendations are the main influence in more
than 50% of purchase decisions.
Outreachdigital.org @outreachdigit

7. Closeness
if the recommender and recommendation recipient are family or
friends, the recipients’ propensity to buy doubles.
Expertise
if the recommender moves from ‘minimal expertise’ to ‘expert’, the
recipients’ propensity to buy triples.
Timeliness
if the recommendation is received when the recipient is actively
looking, the recipients’ propensity to buy doubles.
What makes a powerful recommendation?
Outreachdigital.org @outreachdigit

8. Customers are valuable not just in how much they spend but in how much they
influence others to spend.
Most people don’t share via share buttons; they copy and paste the URL and
send to friends. Most marketers don’t track address bar sharing.
Understanding address bar sharing identifies which content is shareable and
which customers are natural sharers.
Our campaigns show a high incidence of proximate sharing, where the
recommender and recipient are co-located (same office/household).
Things we’ve learnt
Outreachdigital.org @outreachdigit

9. Do you treat your customers well?
Do you discover customer love?
What is the future of digital marketing?
Outreachdigital.org @outreachdigit

10. Recommendation based on real product experience

11. Mike Adam, Digital Animal CEO
Encouraging genuine recommendations
June 28th 2016