Futurologist: You’d Be Better Off Marketing To Stoners

Futurologist: You’d Be Better Off Marketing To Stoners
SHARE
THIS



Today’s connected consumer is a harder target to hit than a joint toking stoner. So said eccentric and spirited Austrian futurologist Dietmar Dahmen at Sydney’s Sitecore conference yesterday.

Dahmen quoted a recent study to highlight the point. He said: “Half the room is given a mobile device, the other half are given a joint to smoke. The half with marijuana were more focused and able to multitask than those on their mobile.”

For marketers, mobile devices might be the greatest godsend or the worst enemy. And Dahmen added that timing is everything.

“Being there with the right message at the right time is priceless, being there with the wrong message at the wrong time is disastrous,” he said. But insists messaging that’s too personal becomes creepy. “You can be too personal, but you can never be too relevant. Relevance isn’t necessarily being personal, relevance is simply giving someone the right information at the right time,” explained Dahmen.

In order for marketers to deliver relevant messages to their consumers, they must embrace technological change. Throughout the seminar, Dahmen made specific references to the benefits of staying ahead of the pack with wearables, NFC, iBeacons and sensors – and how such technology provides intimate data which can be used to individualise marketing to specific consumers.

“If you rob a bank with Google Glass, that’s really good. You’re already a step ahead which means the others are a step behind,” said the futurologist. In fact, robbers have found great value in stealing Google Glass.

Dahmen explained that people base purchasing decisions on emotion. “The strongest link to your customer is emotion.”

“Technology is not the emotional connection but facilitates the emotional connection,” he said. The Austrian futurologist recommends putting the customer in the centre and organising the experience around the customer not the screen. “The emotional bond needs a screen, but only because the emotional bond needs presence – you need to be there.”

So when do marketers need to be there, exactly? Now, said Dahmen.

“Now – as you all know as marketeers is very, very effective. If you have something that is time sensitive – like a sale that ends today. It’s up to 500% more effective than if the low price is constant,” said Dahmen. “How now is now? Now is really quick – Boom! 400 milliseconds,” he added. It’s the time it takes to know whether you should “fight or flee” or the time it takes to like or dislike something –  it’s the time it takes a person to develop an an emotional response to something.

And the modern day description for why people respond urgently to the now – well, that’s easy, it’s FOMO. “We take out our phones 150 times per day. We want to share our experiences with our friends, even when we’re in the moment. We’re the most distracted society of all time. Constantly distracted by our devices,” said Dahmen.

The other thing that is relevant is the opinions of others. Humans find security in what Dahmen calls “peer-surance”- if you’re peers like it, you’ll like it. If they don’t like it, you probably won’t either. “47% of people trust advertising according to Nielsen, while 92% trust other people,” he said.

Dahmen referenced a study of identical coat hangers sold on ebay for the same price. “The study revealed that the hangers which were rated five star outperformed the lower rated hangers by 800%,” he said.

75% OF CMOs believe there’s been more change in the past 2 years than the last 50. And over 50% of those CMOs don’t feel in control anymore.

“The more data they have about their customer, the more removed they feel from that customer. That’s why it’s important to feel the customer again,” said Dahmen.

Technology has never remained static. “In 1870, the world belonged to cans. Everything was preserved in a can cans, cans, cans, cans, cans – then in the 1930s, the world belonged to ice. Block ice was delivered and you had wooden boxes to put the ice in. The 1950s – the world belonged to the fridge, everybody had an electric fridge. My question to you is: How many can producers moved into ice?  None. How many ice producers moved into refrigerators? None.”

Dahmen argues that many are guilty of saying, “Oh look! Another one of those idiots with Google Glass. Hahaha – that will never go anywhere.”

“We see it happening. We saw mobile coming and so many companies didn’t even consider implementing a mobile strategy. Their websites weren’t mobile optimised. They all saw it happen but they didn’t act,” suggested Dahmen.

Why? Because humans are intrinsically lazy. Dahmen said: “Generally, we all fear change and science suggests we like to be doing the same thing over again. Which means we’re lazy.” For consumers, laziness is especially relevant. “It comes down to how hard the consumer has to work to get something – it’s called access cost… If your website is too complicated and requires high mental cost, consumers will switch off,” revealed the futurologist.

If you don’t adapt to a low access cost, you’ll die.

Human life needs adaptation and business life needs adaptation. Charles Darwin said: “It’s not the strongest, nor the most intelligent that will survive, but those that are most responsive to change.”

“If you have an idea, you’re blind to the better idea. Like the bee, the bee only sees the one way out. It’s unable to consider a better option.” “You have to unlearn the old to then learn the new – and we hate that change. If we do need to learn, we copy what already exists using our mirror neurons – it’s in nature, we love copying things,” says Dahmen

William Bernbach, an American advertising creative director and one of the founders of DDB said: “Rules are what we break, the memorable never emerged from a formula.”

“Who breaks rules?,” asked Dahmen. “Outlaws!” (which is probably why the robbers embrace Google Glass.) “If you’re a victim on the other side, you’re passive, you excuse yourself rather than get the job done,” he said.

“The mobile revolution is here and was demanded by the users,” said Dahmen. Facebook was not mobile and users demanded the social media giant go mobile. “62% of the ad revenue (for Facebook) is from mobile. If you don’t go mobile, you’re neglecting what the customer wishes,” he added.

104926A

Old advertising was mass oriented and with high reach but low relevance. “A big poster with lots of people in front of it.” Today, advertising is low reach but extremely high relevance. Dahmen beseeched the audience. He said: “Be more individual, more relevant. Less like a book and more like a letter.  A book is written for a general audience but a letter is very personal and very individual.” He called it “the narcissim of marketing”.

 

Please login with linkedin to comment

ADAD Advertising Standards Bureau Brita Water Gary Mehigan JCDecaux Matthew Gain Samsung Galaxy 5S theFarm Wayward Son

Latest News

Wednesday TV Wrap: Lego Masters Top Performing Entertainment Third Night In A Row Despite Viewer Drop
  • Media

Wednesday TV Wrap: Lego Masters Top Performing Entertainment Third Night In A Row Despite Viewer Drop

Lego Masters and Masterchef both again experienced a nightly drop-off, though at less extreme rates than on Tuesday. While Lego Masters dropped by 16,000 from Tuesday night to reach 766,000 viewers, it was again the top-performing entertainment show for the third night in a row since its premiere. Last night’s episode was a ‘night before Christmas’ spectacular […]

by B&T Magazine

B&T Magazine
ThinkNewsBrands Shifts To Roy Morgan, Drops emma, For Readership Data
  • Media

ThinkNewsBrands Shifts To Roy Morgan, Drops emma, For Readership Data

ThinkNewsBrands has today announced the appointment of Roy Morgan to oversee news readership measurement from 1 July. As part of this decision, emma will be retired. ThinkNewsBrands said the decision to shift came after it had listened to the industry and acknowledged the need to implement a single unified readership metric for total news, produced by one entity rather than […]

Clems Melbourne’s Jonny Berger Joins CHEP As Managing Partner
  • Media

Clems Melbourne’s Jonny Berger Joins CHEP As Managing Partner

CHE Proximity has announced the appointment of Jonny Berger as managing partner, moving within the Clemenger Group to join CHEP from Clemenger BBDO Melbourne. With almost 20 years of experience, Berger joins the executive team in Sydney leading the Samsung account. Justin Hind, CEO at CHE Proximity said, “Jonny is a key senior addition to […]

Senior man wearing a protective mask and using a phone at home, during COVID-19 pandemic.
  • Media

The Number Of Australians Aged Over 75 On Social Media Doubled In 2020

Older Australians turned to social media apps and other forms of digital communication like never before during COVID-19, new research from the Australian Communications and Media Authority (ACMA) shows. The study found that 41 per cent of Australians aged 75 and were using social media in June of 2020, up from 18 per cent in […]

by B&T Magazine

B&T Magazine
Vitasoy Encourages Us To Grow A Better World By Drinking “Planet Milk” In New Brand Platform By Leo Burnett
  • Advertising
  • Campaigns

Vitasoy Encourages Us To Grow A Better World By Drinking “Planet Milk” In New Brand Platform By Leo Burnett

This World Earth Day (April 22nd 2021), Vitasoy, a pioneer of soy milk, has declared its mission to ‘Grow a Better World’ via Leo Burnett Australia. The new brand platform invites people to drink plant-milk as a more sustainable option for the planet. The brand idea reflects the significant trend toward plant-based foods and beverages […]

Samsung Ads Bolsters Australian Presence With Three New Hires
  • Media

Samsung Ads Bolsters Australian Presence With Three New Hires

Samsung Ads Australia has confirmed the appointment of three new key members of its expanding Sydney-based team, including Laura Wall [pictured] ex-Shopper Media Group, Luke Fox ex-BBC Global News, and Sharon Miranda ex-News Corp. This announcement follows the appointment of Alex Spurzem as General manager in July 2020. Samsung Ads Australia began its soft launch […]

Starcom Wins Tourism Tasmania’s Media
  • Media

Starcom Wins Tourism Tasmania’s Media

Publicis’ Starcom has been appointed by Tourism Tasmania to manage its media account, encompassing strategy, planning, buying and digital media. Starcom has been tasked with connecting people with the island state both culturally and emotionally, focusing both on domestic travellers and planning for the returning international traveller. Emma Terry, chief marketing officer, Tourism Tasmania said: […]

Pinterest And Shopify Expand Partnership
  • Marketing

Pinterest And Shopify Expand Partnership

Pinterest and Shopify have announced the expansion of their partnership to 27 additional countries. The partnership will provide more than 1.7 million Shopify merchants around the world with an easy way to bring their products to Pinterest and turn them into shoppable Product Pins to be discoverable across the platform. With the evolution of the […]

Zenith Names Sarah Heitkamp As Head Of Strategy & Planning
  • Media

Zenith Names Sarah Heitkamp As Head Of Strategy & Planning

Zenith Australia has announced the promotion of Sarah Heitkamp to the new role of head of strategy and planning – Sydney. Heitkamp moves from her current position as Sydney strategy director effective immediately, reporting to Zenith Sydney Managing Director, Jonny Cordony. Heitkamp returned to Zenith Australia at the beginning of last year after a two-year […]

Concept of work support human resources in the network.
  • Partner Content

How Brands And Retailers Can Create A Personalised Customer-First Experience

There’s no doubt the retail sector has been through a massive transformation in the last 12 months and with Australian consumers shopping online more than ever there’s a wealth of data to be learned, that will benefit retailers and marketers. The BigCommerce 2021 State of Ecommerce ANZ Report leverages the data of the Top 100 […]

Partner Content

by B&T Magazine

B&T Magazine
Klarna Launches Carbon Footprint Insights For 90 Million Customers
  • Marketing

Klarna Launches Carbon Footprint Insights For 90 Million Customers

Klarna has announced the launch of CO2 insights for all shopping purchases as part of its one per cent pledge, involving the donation of $10 million to initiatives supporting planet health. The new feature aims to democratise access to unbiased climate impact information for consumers at no cost or judgement, as a first step to […]