research has shown that the average american attention span in · research has shown that the...
TRANSCRIPT
Research has shown that the
average American attention span in
2000 was 12 seconds.
In 2013, it was eight seconds.
FACT
This is now less than the average
attention span of a goldfish.
FACT
More and more channels
More and more technologies
More and more brands
TODAY’S MARKETING REALITY
No more time.
The number of minutes per day spent shopping
has not changed since the 1960’s.
TODAY’S CONSUMER REALITY
“The audience is no longer passive and dependent
on what you offer. They’re not listening and to be honest, they’re not yours.”
STONE AGE
BRONZE AGE
IRON AGE
AGRARIAN AGE
RENAISSANCE
ENLIGHTENMENT
INDUSTRIAL REVOLUTION
ROMANTICISM
MODERNISM
POST-MODERNISM
INFORMATION AGE
CREATIVE AGE
VELOCITY
AGE
You are here…
Welcome to the
Attention Economy
THE BRAVE NEW WORLD OF
MARKETING
“VUCA” http://www.ted.com/talks/stanley_mcchrystal.html
The new competition
Five Stages Of Decline
BLOCKBUSTER VS NETFLIX
So what makes it through?
THE ATTENTION ECONOMY
“Greatness is not a function of
circumstances, but of constant
choice and discipline
- Jim Collins
Organisations often get preoccupied with selling the what but people buy the why
Simon Sinek
Food with integrity
“Take an economic model and continue to make it better”
“A great company…not only sustains itself, but it provides continuing evidence of the value of its existence. It not only makes a product or provides a service that people want, but it does so in a way that makes people glad that this particular company has come into existence, if only because of the great way that it plays its role.”
Great brand Purposes
To experience the emotion of competition, winning and crushing
competitors
To make people happy To liberate human creativity
Cultivate a better world
All represent each brand’s inspirational reason for being, explaining why they exist and the impact they want to
make in the world
[Taco Bell]
https://www.youtube.com/watch?v=Oy4Ogxikuv4
EXAMPLE 1
Who is filling our customers’ shoes?
Who we are marketing to is changing
dramatically.
WHAT’S INTERESTING HERE?
Data shows that 2/3 of over 55s tune out media that
ignores them.
We often assumed that if we target younger people,
then older ones will find this aspirational – perhaps
nowadays we can’t be so sure….
WHY IT IS RELEVANT
In twenty years, New Zealand may well
have:
Double the amount of over 65s
One quarter Asian Auckland population
THE FACTS
FASHION IS STARTING TO GET IT
BEAUTY IS STARTING TO GET IT
MAINSTREAM CULTURE IS STARTING
TO GET IT
• Beware your own preconceptions and
presumptions around your audience
• Don’t unwittingly exclude the groups that could be
most important to your future.
• Consider overtly including them. There’s room for
brands to walk into this space and own it.
TAKE AWAYS
How does the guy in those shoes
feel?
What it is to be a man today is not
as clear cut as it once was.
WHAT’S INTERESTING HERE?
There was a time when “men were men” and
masculinity was clearly defined. Today, what it
is to be a man is more nuanced, more complex,
perhaps even more contradictory than ever.
WHY IT IS RELEVANT
There was a time when “men were men” and
masculinity was clearly defined. Today, what it
is to be a man is more nuanced, more complex,
perhaps even more contradictory than ever.
Sport NZ Conference // 43
WHY IT IS RELEVANT
“Men can’t be ‘men’ anymore
50% of men 18-34 agree
“It feels like my idea of what it means
to be a man is no longer widely
accepted in society”
58% of men agree
“It feels like my idea
of what it means to
be a man is no longer
widely accepted in
society”
58% of men agree
“Men can’t be ‘men’
anymore
50% of men 18-34 agree
WHAT DEFINES MEN TODAY?
Being a gent/
Good manners
70% of men agree
Personal
values
64% of men agree
Number of sexual
conquests
8% of men agree
Career
success
43% of men agree
Keeping his
word
65% of men agree
The response:
The Beckham Effect
MULTI DIMENSIONAL MEN
“Beckham was ahead of his time in his open-mindedness, breaking sports
taboos by posing for a gay magazine a decade ago and unabashedly exploring
his feminine side. It is almost as if he was on a one-man mission to obliterate the
one- dimensional caricature of masculinity that had taken root in the 1970s and
1980s”
Matthew Syed: The Times
The Tough Mudder Effect
MASOCHISTIC MEN
"Probably the Toughest Event on the Planet” - within 2 years of its first event, the
company turned over $70 million in annual revenue.
Just one example of the rise in extreme sports and the militarisation of
athleticism - running becomes a doing marathon; the triathlon morphs into the
Iron Man, workouts go military.
MASOCHISTIC MEN
• Be careful of defining success as purely sports
success.
• For depth of admiration, seek spokesmen with
substance not just talent
• Appeal to the masochist inside by looking for the
next mass extreme participation sport.
TAKE AWAYS
41% of 18-29 year olds in the US
are using online ad blocking
software
.
Converse has captured the feet of
this fickle generation.
In part as the creators of entire
recording studios, given freely to
their audience and without overt
commercial intent.
Sport NZ Conference // 51
THE MARKETING ALTERNATIVE Converse
“marketing” has
entire recording
studios, given freely
to their audience and
without overt
commercial intent.
Be what your customers are interested in.
Beware marketing bullshit. Be useful instead.
TAKE AWAYS
Budweiser https://www.youtube.com/watch?v=BRpPAibi_ck
WHAT’S INTERESTING HERE
The person in those customer shoes
is increasingly “me centric”.
And as a result, spectating is
morphing into participating.
We are now increasingly
participants in an ongoing project
that is ‘me’.
WHY IT IS RELEVANT
This is the most marketing savvy
generation in history.
WHY IT IS RELEVANT
Our younger generation now
“become annoyed or confused when
an ad is not about them”.
EXPECTATIONS OF WHAT MARKETING
IS ARE CHANGING
Now we put ourselves in place of film
stars (or royalty) on our stamps
Now Star Players are not just the
ones on the pitch.
Build my sense of me
Make the fan experience more
individual as well as collective.
TAKE AWAYS
Real Beauty Sketches https://www.youtube.com/watch?v=XpaOjMXyJGk
EXAMPLE
In the midst of our changing world,
the consumer is still fundamentally
human - scared, proud, hopeful.
WHY IT IS RELEVANT
Sport UK https://www.youtube.com/watch?v=aN7lt0
CYwHg
Sport NZ Conference // 63
• https://www.youtube.com/watch?v=YBoyf9HWiDQ
‘People may not remember exactly what you did or what you said but they will always remember how you made them feel.’
“The cab ride I’ll never forget”
- Kent Nerburn