moving towards maturity - the goldilocks approach to digital marketing

Moving to maturity -the ‘Goldilocks approach’ to

digital Shane O’Leary

DMX 2017@shaneoleary1

Follow @shaneoleary1 and use #DMXDublin


“Forget Myspace…Bebo is the future of social media marketing”

“Why all brands should be using Q.R. codes…”

“Why Snapchat is a fad and will die in 2016”


“The sign of a first rate intelligence is the ability to hold two opposed ideas in mind at the

same time and still retain the ability to function”

F. Scott Fitzgerald


“Doubt is not a pleasant condition, but certainty is absurd”

Voltaire


“QR codes are feckin class!

VR is the future!”


As we’ve seen in the past year…

hubris,lack of humility

and bias

…isn’t good for anyone.


We need…

more critical thinking.


less unnecessary complexity.

We need…


an acceptance that some of this will work, and some of it will fail miserably.

We need…


A more sophisticated view of digital means a more balanced view.

strengths weaknesses&


Let’s take the ‘Goldilocks approach’ to digital

5 examples of the ‘Goldilocks approach’ to digital…



1) It will help us remember that we’re not like normal people…


We believe our own mediaconsumption behaviour is

normal and everyone behaves the same way…


…but we’re aliens.


Marketing Industry

90%

75%

81%

38%


Marketing Industry ‘Normal’ People

90% 62%

75% 25%

81% 22%

38% 15%


Marketer’s Estimate

108 mins

70 mins

Live TV per day?

Time shifted TV per day?

Time spent watching TV on other devices 37%


Marketer’s Estimate The Reality

108 mins 169 mins

70 mins 19 mins

Live TV per day?

Time shifted TV per day?

Time spent watching TV on other devices 37% 2%


The approach?

Remain innovative and future focused. Be early adopters.

Avoid confirmation bias. Don’t fall prey to the ‘majority illusion’.

Let’s try to have ‘big windows’.


2) It will help us avoid the scourge of digital short-termism…


“What gets measured gets managed”Peter Drucker


We tend to focus on the most easily available information.


We get stuck on the hamster wheel of short-term data.


“Long term campaigns are 2-3x more effective”Gunn Report

IPABinet & Field


The approach?

Real results not vanity metrics.

Understand short term, but focus on long term.


3) It will help us re-evaluate the changing role of TV…


“Recently we have noticed a number of changes in marketing and advertising. What is occurring is the most powerful disruption to

brand marketing since the industrial revolution.”


William T. Moran ‘The Great Marketing Revolution’

February 1956

“Recently we have noticed a number of changes in marketing and advertising. What is occurring is the most powerful disruption to

brand marketing since the industrial revolution.


For some reason, we love to convince ourselves that new channels replace old ones.


“Over half of Irish consumers name TV as their top source for brand & product discovery”

Global Web Index

“Over 60% of total video consumed in Ireland is still live & linear T.V.”

Nielsen


“Online businesses are the biggest category of advertisers on TV in UK (£640m)”

Thinkbox


Let’s stop thinking in terms of delivery mechanisms, and start thinking ‘video’.


The approach?

TV isn’t dead & it’s still incredibly effective.

How we consume video is changing rapidly.

Using it in tandem with digital increases effectiveness - it’s complementary.


4) It will help us solve the data versus creativity argument…


Both sides are wrong.The value is…

Data Creativity


The approach?

Data prepares the fire, creativity sets it alight.

The value is in the overlap. Think ‘and’ not ‘or’.


5) It will drive us towards maturity…


To say you have a ‘digital strategy’ is outdated.

It’s like saying you have an ‘electricity strategy’.


‘Digital’ is…

becoming an irrelevant term with no meaning.

It’s like talking about ‘international marketing’.

So let’s stop creating false silos in the industry.


Digital isn’t different.

It’s not separate.

It’s not new.

It’s everything.


The approach?

Media neutral and less biased.

Digital marketing isn’t separate. It’s all just marketing.

It would benefit us all to ‘make digital redundant’.


It’s not about mastering digital marketing.

It’s about mastering effective marketing in a digital world.

Let’s take the ‘Goldilocks approach’…

Let’s take the ‘Goldilocks approach’…

…and work towards our ‘happy ever after’ - digital maturity.

Thank YouTo download slides, links to data sources and much more, go to

www.shaneoleary.me/blog now.

http://www.shaneoleary.me/blog