The document outlines 7 things needed to survive the future of marketing including having a short attention span, understanding where audiences are overwhelmed with information, and how to cut through the clutter to reach them in an authentic and meaningful way. It also discusses the importance of listening to audiences and gaining customer insights to provide relevant experiences across channels.

1. 7 things you need to know
to survive the future
Michael
Leander
02-11-11
More information here www.michaelleander.com | www.michaelleander.me

2. See pictures from RODIRECT 11 here

5. How to help others –
understand where they are
and then take it from there

6. An ecological
vibrator
6

7. Your target
prospect is
exposed to
6000 advertising
messages every
single day

8. The average time spent on a task
before being distracted or switching
to another is only
3 minutes 11 seconds.

9. People are beng overwhelmed by
100,000 words and
34g of information daily

10. Short attention span, loads of intrusion
- how do you cut through the clutter?
Do I know you?
Brain Do I need you?
Can I trust you?
filter

12. Fact 1: Direct mail is still highly efficient
and plays on senses that digital cannot
Fact 2: Email marketing is growing, but
becoming increasingly difficult to handle
Fact 3: Gaining traction in social media is
not what most people think it would be

13. Valeria – 12 years old Anne-Grethe – 64 years old
13

15. Less
Oooopps .. A lot more channels traditional
(not strategies) TV
Less print
Old channels do not disappear
More
Hello multi channel marketer digital

17. Break down the terribly
inefficient silo thinking

20. Watch the video here

21. Significant changes
Transparency
Relevancy
8 second rule
Customer intimacy
Multichannel mix

22. What business are
marketers in?

25. Romy Ruth
VS. ROT = Return on Time

30. Experience matters
more and more

31. Watch the video here

32. Survey: Does Companies Provide an
Excellent Customer experience?

33. Measure the experience LIVE
Did you get a better service than expected?
Check TeleFaction here
Service experience on a scale of 0 to 100, where 100 is best

34. Listen to your audience
Starbuck got 90.000 + ideas ..
(c) Michael Leander Nielsen,
34

35. www.socialmention.com
Listen and alerts
- Setup alerts for your brand
names / company name etc
- Take notice of your sentiment
- Interact with ”talkers”
- Beware of what people see
when using services such as
social mention
- This is LIVE, 24/7

36. Listening to the conversation on Twitter
(or other social networks)
• I wrote: Free internet at London City Airport.
More power to you - that's the way to do it.
(and it's a sponsored model too, smart :-)
• They replied
• LondonCityAir @michaelleander Thank you! Enjoy your trip.
Wednesday, 25 November 2009, 9:57 am - Reply - View Tweet
- Retweet - Direct Message
(c) Michael Leander Nielsen,
36

37. What is your
customer vision?

38. Knowledge of Customers
How do we collect knowledge of our customers
Customer Experience In which touch points?
How do we ensure that customers get the How do we use this knowledge?
same experience across all touch points? How can we enrich and increase our own knowledge
On which level must the experience be Knowledge
consistent across all channels?
Customer Value
Which customers have which value?
How do we measure it?
Customer Customer Which customers will we attract, retain
Experience Value or develop?
Integration Which service will we provide the
defined segments?
How do we share knowledge of our
customers?
How do we plan and implement Customer
customer activities across the
company?
How close do we want to
integrate ourselves with Customer
customers and partners? Integration
Expectation
Balanced effort Customer Expectations
How do we balance our efforts in relation to the Balanced
effort When are the customer in touch with us and why?
customers value?
Which expectations do they have and how do we live
What effect does that have in our activities?
up to them?
How far will we go?
How do we communicate with the customers?
How do we focus on loyalty, retention and cross
What impact does customer satisfaction have on
sales?
revenue and profit?

39. What will make your
audience talk about you?
(c) Michael Leander Nielsen,
39

40. Beware of your reputation
Reputation is
“the result of
what you do,
what you say,
and what other
people say about
you”

41. Manage Expectations

42. Check the movie here

43. ACTIONS -> your to do list
Create a customer vision
- What do you want to be for your customers in
each channel?
- Define your ideal customer
- Define buying processes and align
your sales and marketing processes
- Match prospects with ideal customer target
- Whom is your web presence for?
- LTV analysis
- RFM analysis

45. Exclusivity &
uniqueness is smart
... I so agree !

46. Can you keep a secret?

47. An unconventional approach can work too

48. The conversion
funnel
for all your
activities

49. Really new ways: Will this influence?
http://archive.perhansson.com/nokia/greatpockets/

51. What do you want to achieve?
Have 100.000 ppl. Attract 20.000
watch my video newsletter
subscribers
Customer fan club
Sell for € 1 mill
by Friday
Get 50000 people
to talk about
my product
51

52. • Failure is a big part
of your success !
• Experiment with
different concepts
• Test, test, test
• Be prepared to explore
new, surprising ways to
become successful
• Create a corporate /
agency culture for
testing

53. A 26,22% B 5,00% C 10,32%
Can you guess the CTR (response) winner for these
email marketing campaigns?
A?B?C?

54. z
Understand thy
audience

56. The goal for any marketer in 1997, 2012?
Relevant offer A B C D
Target
Effective channel
Right timing Nov
02
56

57. Personalized with title and
name Targeted relevant offer
Image and copy based
on life stage

58. Customer lifecycle marketing automation
Differentiated approach addresses
different needs SMS/Email
6 Travel &
experience Excursions
Car rental
7 Comming 5 Arrival 1.
Recommend home destination
to friends
Transactional
8 Evaluation Example 4
Departure
Behavioral
& Reliving Targeted
Travel
3 Past Sale Insurance
Pre Departure Car rental
1 2
Pre Sale Sale
9 Next
Pre Sale
Profiling and knowledge of where the customer is in the ”wheel”
opens up for a coordinated and relevant dialogue before sale,
during and after

60. What really
matters ?

61. Unique,
passionate,
emotional,
authentic,
focused,
interactive,
meaningful…

62. Learn more about this topic
Michael Leander is an international
marketing speaker. He has spoken in 35+
countries and at countless webinars..
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Email: leander@michaelleander.com