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DIGITAL NOISECurating customer journeys in an attention economy
Nov 2016, Amsterdam
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1. About me
2. Conventional Campaigns
3. Digital: How noisy is it really?
4. The Attention Economy
5. What Now?
Contents
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About Me
1. Corporate hat– BIGGEST brand in logistic
– Present in more countries than UN
– Massive operations, scale
– Audience:
– 1st level: Marketeers
– 2nd level: Customers
Can you guess what this map represents?
2. Start-up hat- Unused Kilos
- Co-Create
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DIGITAL NOISECurating customer journeys in an attention economy
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Conventional Methods
• Push strategies
– Campaign thinking
e.g. Global Sales Campaigns
• Pull strategies
– Overt value creation
e.g. Benchmark your business
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Conventional Methods: Push
SEA
Web Banner
Landing Page
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Conventional Methods: Pull
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Conventional Methods: Future
• Customer acquisition has become a science!– Blue button vs. red button
– Emailing at certain times of the day/week
– Audience profiling
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Conventional Methods: Future
• Customer acquisition vs. Customer retention– Brand before transaction
• Importance of a brand– CONTEXTUAL RELATIONSHIP matters
– Humanize your brand
• DHL has been front and center with this strategy
Case in point: power of global trade campaign
Visit powerofglobal.trade for more informaiton!
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DIGITAL: How noisy is it really?
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DIGITAL: How noisy is it really?
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DIGITAL: How noisy is it really?
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DIGITAL: How noisy is it really?
• Deficiencies on UI and CX– Case of Adblock Plus
– Badly designed door handles
• Insane amounts of digital channels– Culture of mass attention deficit
*Info graphic grabbed from wersm.com/ For a live counter, check out http://www.internetlivestats.com/
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DIGITAL: How noisy is it really?
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DIGITAL: How noisy is it really?
* This is not even 10% of our overall digital presence
16Presentation title | Location | xx Month 20xx
The Attention Economy: Huh?
We are witnessing a fundamental shift in our culture.
Human attention is a scarce commodity.
Lets get REAL
• Demand TV
• Call vs. message
• Credit card
• Facebook sign ups
• Banner ads
• Email marketing
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What Now?
Two take aways (nothing more)
• Small community operations in a global economy
• Social is not a distribution mechanism
BUT, if your content is insanely good, it will catch on regardless of this.
Case in point: Viral content set up by JvM Necker
Disclaimer: This campaign was set up by the
agency as an internal competition and works off
of DHL’s brand value within the German market.
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Look forward to having a conversation with you all. Feel free to drop me a line,[email protected]
THANK YOU
