3-minute summary


Jon presented a killer 45-minute session at DigtalSummit Denver ’18. He shares six contrarian marketing trends where he discussed the issue and actionable solution. “The future is already here it’s just not evenly distributed.” – William Gibson


1. Customize Content based on Data-Driven Personas

  • PROBLEM: Marketing is not customer-centric today, ask any consumer how many irrelevant ads they see in a day
  • SOLUTION: Customize the user experience by starting with personas, and you can get this with website viewers automatically with Linkedin Website Demographics.
  • RESOURCE:  Linkedin Website Demographics


2. Strive to be First to Mind, if not, Invent a New Category

  • PROBLEM: Being first to the market isn’t enough. Think of the Altera 8800 computer that came out before Apple.
  • SOLUTION: You should be first to mind, if you can’t, invent a new category.
  • RESOURCE: The 22 Immutable Laws of Marketing


3. People don’t want New; they want Familiarity and Relevance

  • PROBLEM: Marketing is obsessed with newness, everyone wants NBDB (never been done before), but new does not sell.
  • SOLUTION: What sells is relevance + familiarity. Think of the MAYA ( Most Advanced, Yet Acceptable) principle by Raymond Loewy. Build a franchise, build brand equity, keep it the same but change some of the ideas on the inside.
  • RESOURCE: The MAYA Principle


4. Pick a Content Franchise and Stick with it

  • PROBLEM:  Marketers have copied an ‘always on’ business model like Newspapers, which is struggling
  • SOLUTION: pick a content franchise and stick with it,  90% of your content should be older proven concepts, and reform content over all your channels
  • EXAMPLE: Mary Meeker’s…Internet Trends Report is one of the best examples in the B2B world. She has been producing the same report for 23 years. This is the power of finding your content franchise and sticking with it.


5. The Price of your Ad Signals Product Quality

  • PROBLEM: Most media buyers want the cheapest inventory possible, so we are signaling that our product is cheap
  • SOLUTION: Cut most of your ads and spend more dollars in the highest quality spot to signal that the ad is reassuringly expensive
  • EXAMPLE: JP Morgan Chase had ads on 400,000 sites and cut to 5,000 with the same results.


6. Spend 60% on Brand & 40% on Leads

  • PROBLEM: Marketers are moving to a more short-term mentality, and now spend only 28% on Brand compared to 72% on Lead Gen
  • SOLUTION: Spend 60% of your budget on brand ads and 40% on lead generation.
  • RESOURCES: How Brands Grow

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