webtomorrow - fake news & the new marketing- gerry mcgovern

FAKE NEWS &

THE NEW

MARKETINGGerry McGovern @gerrymcgovern

BIGGEST decline

in TRUST since

Edelman started

measuring

5© Customer Carewords Ltd. customercarewords.com

87%of B2B BUYERS

say that content

has an impact on

vendor selection

Social Media Today

9%of B2B BUYERS

trust vendor

websites

CMO Council

What are the key

characteristics of content that

had a meaningful impact on

your perceptions of a brand?

Contained timely

or unique

information

What is the main reason a

piece of content did not

succeed in making a

positive impression?

Seemed more

like a sales pitch


FROM GETTING ATTENTION TO GIVING

ATTENTION

FOCUS ON

CUSTOMERSGerry McGovern @gerrymcgovern

#1: True

Customer

Obsession

#1: Focus on

the user and

all else will

follow

#1: Truly

understand

customer

needs


0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

2003 2005 2007 2009 2011 2013

Customer Value

Brand Value

Source: HBR

Declining Value of Brands

CURRENT

CUSTOMERS

Gerry McGovern @gerrymcgovern

0%

10%

20%

30%

40%

50%

60%

70%

80%

2000 2005 2010 2017

TRUST SHIFT From Me & My Brands to Me & My Friends

Me & My

Friends

Me & My

Brands

Source: Pew, Edelman, Gallup, Eurobarometer


SO WHY DO WE TRUST STRANGERS?


“People really like it

and so they tell other

people about it."Steward Butterfield, Slack Founder

NOT

OPINIONGerry McGovern @gerrymcgovern


MailChimp analyzed over 40 million

marketing emails

• Best subject lines: 60-87% open rate

• Worst subject lines: 1-14% open rate


Best Subject Lines Worst Subject Lines

[COMPANYNAME]

Sales & Marketing

Newsletter

Last Minute Gift - We

Have The Answer

Eye on the

[COMPANYNAME]

Update (Oct 31 - Nov 4)

Valentines - Shop Early

& Save 10%

Source: Mailchimp study

NOT FAKE


Sarah Parmenter, sazzy.co.uk

http://sazzy.co.uk/

Sarah Parmenter, sazzy.co.uk

Likes 79

Clicks 521

Likes 1

Clicks 0

http://sazzy.co.uk/

YOUR

CUSTOMER’S

JOURNEYGerry McGovern @gerrymcgovern

SPAIN

February 26

February 27


Kreftforeningen jobber med å forbedre sitt tilbud på nett.

12

3

4

5

6

1216

45

1. Treatment

2. Symptoms

3. PreventingTOP

MEDIUMSMALL

TINY

Tasks Total Vote

% of Total Vote

22950

60 Volunteer 99 0.4%

61 Give gift to the Cancer Society 92 0.4%

62 The Varde center (opening hours, contact details, quotations) 76 0.3%

63 Local offices of the Cancer Society 74 0.3%

64 Aids (prostheses, wigs) 73 0.3%

65 Online shop (Pink Ribbon, Livestrong bands) 64 0.3%

66 Employees of the Cancer Society 61 0.3%

67 Sexuality and cancer 49 0.2%

68 Press releases 47 0.2%

69 Vacancies 35 0.2%

70 Donation in connection with funeral 26 0.1%

71 Annual statement for tax return 25 0.1%

72 Testament - help with writing will/testament 25 0.1%

73 Businesses - how to support the Cancer Society? 23 0.1%

74 Change / register information about the donor / membership 19 0.1%

75 Starting a collection 18 0.1%

76 Annual report of the Cancer Society 16 0.1%

77 Memory Gift ("In memory of ...") 13 0.1%

78 Legacy gift (how to give ) 11 0.0%

79 Tax deductions for donations to the Cancer Society 11 0.0%


87% PAGE REDUCTION

• Total pages reduced from 4,000 to 500

• Conversion rate 100% up

• Emails to customer service down by 35%

• Customer satisfaction ratings up

37

2 enquires a week

Deleted 50% of all content

Visits to product pages

increased by

520%

1. Current customer obsession

2. Current customers sell

3. Evidence, not opinion

4. Be real, be authentic

5. Follow your customers’ journey

6. Simplify, simplify, simplify!Gerry McGovern @gerrymcgovern

44© Customer Carewords Ltd. customercarewords.com 3

http://gerrymcgovern.com/books/transform-rebels-guide-digital-transformation


@gerrymcgovern

46www.customercarewords.com

+353 87 238 6136

@gerrymcgovern

[email protected]

Thank youcustomercarewords.comWWW.