How brands win in the Age of Algorithms
In marketing we’ve been focused on the short term for the last ten years. It started with the Banking Crisis in 2007/8 and has been reinforced by the rise of procurement and real time data feeds in digital.
Today shorttermism has become the norm. Marketing is driven by ratio. The majority of our campaigns (70%) are activation campaigns in which we try to convince our consumers with rational arguments. Although we know we need to feed Kahneman’s System 1 if we want to safeguard our future growth.
Today research is showing that 10 years of shorttermism is hurting our business. Marketing has become less effective, brands are less powerful, sales go down. Only half of the TOP 100 advertisers worldwide are showing growth in 2016.
Brands need to become powerful again and soon. The Age of the Algorithms is near. Brands have two choices. Either they try to play the algorithms or become so unique that consumer will choose them no matter what the algorithm is pushing.
How do you become unique again? It’s a little different than before. This presentation will give you a few pointers.