9:30 @ Main Hall

@selligent

#riversummit2016

A New Approach To Marketing

Dave Frankland

Chief Strategy Officer, Selligent

@dfrankland

We are bombarding consumers

500

5000

Average number of daily marketing messages

per consumer

Building relationships with today’s consumers requires

new “routes” and “approaches”

Agenda

• It is hard to reach today’s consumers

• Consumer First marketing

• How should you start?

Why is it so hard to reach today’s consumers?

CONSUMER

Expects immediate response HYPER-CONNECTED

WELL-INFORMED

DATA AWARE

Expects brands in their social dialogue

Expects brands to leverage their data

DISTRACTED Expects concise content, and effortlessexperiences

Meanwhile, we struggle to speak the consumer’s language

tl;dr

Human attention spans have fallenbelow that of goldfish!

Why should consumers give you 8 seconds of attention?

So…

The most precious resource in customer relationships is consumer attention

EnterConsumer First

marketing

Respects Consumer Preference

• Respects the consumer's stated and inferred communication and content preferences

Consumer First Marketing

Consumer First Marketing helps brands build relationships on consumers’ termsIt is marketing with integrity and empathy toward the consumer

Relatable

• Communication speaks to and sounds like the consumer

Adds Value

• Communication explicitly focused on providing value. (i.e., inspire, convince, educate, entertain)

Contextually Relevant

• Communication that recognizes and responds based on the consumer's current state (mental and physical).

Getting Contextual with Weather

Location and prediction come together

Ultimately, bring it all together

How can you get started?

Consumer First principles should guide decisions

Identify & recognize – in real-time & across channels

Insight-driven – predictive & contextual

Relevant – channel-flexible & touchpoint-agnostic

Appreciated – valued & respectful

The voyage to “Consumer First”

• Agree on your destination

• Rethink how you identify and recognize consumers

• Leverage predictive and contextual capabilities

• Build permission and earn your consumers’ attention

• Seek to become appreciated and valued by consumers

• Start small and build

With a new approach, we can discover new worlds of success!