WebTomorrow - Fake News & The New Marketing- Gerry McGovern
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FAKE NEWS &
THE NEW
MARKETINGGerry McGovern @gerrymcgovern
BIGGEST decline
in TRUST since
Edelman started
measuring
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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
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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
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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
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SO WHY DO WE TRUST STRANGERS?
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“People really like it
and so they tell other
people about it."Steward Butterfield, Slack Founder
NOT
OPINIONGerry McGovern @gerrymcgovern
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MailChimp analyzed over 40 million
marketing emails
• Best subject lines: 60-87% open rate
• Worst subject lines: 1-14% open rate
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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
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NOT FAKE
Gerry McGovern @gerrymcgovern
YOUR
CUSTOMER’S
JOURNEYGerry McGovern @gerrymcgovern
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SPAIN
February 26
February 27
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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%
Gerry McGovern @gerrymcgovern
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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
$1 M
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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
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http://gerrymcgovern.com/books/transform-rebels-guide-digital-transformation
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@gerrymcgovern
46www.customercarewords.com
+353 87 238 6136
@gerrymcgovern
Thank youcustomercarewords.comWWW.
