Marketers Are From Mars, Consumers Are From New Jersey

1. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY

1. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION

3. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY

4. KNOWING SOMETHING IS COMPLETELY DIFFERENT FROM THINKING YOU KNOW SOMETHING

5. “SCIENCE IS THE BELIEF IN THE IGNORANCE OF EXPERTS” RICHARD FEYNMAN

6. 1. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION

7. “THEY REACH YOUR HEART AS WELL AS YOUR MIND, CREATING AN INTIMATE, EMOTIONAL CONNECTION THAT YOU JUST CAN’T LIVE WITHOUT.” THE BRAND DELUSION

8. “…IN EUROPE AND THE US PEOPLE WOULD NOT CARE IF 92% OF BRANDS DISAPPEARED.” HAVAS MEDIA THE BRAND DELUSION

9. .07% (7 IN 10,000) EVER ENGAGE WITH A MAJOR BRAND’S FACEBOOK POSTS FORRESTER THE BRAND DELUSION

10. BRAND LOYALTY THE BRAND DELUSION

11. OUR BRANDS ARE VERY IMPORTANT TO US, AND NOT VERY IMPORTANT TO MOST CONSUMERS THE BRAND DELUSION

12. 1. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION

13. DEATH OF ADVERTISING THE DIGITAL DELUSION

14. “…THE END OF THE ERA OF MASS MARKETING” FORRESTER 2004 THE DIGITAL DELUSION

15. “…THE :30 SPOT – AT LEAST AS IT EXISTS TODAY – IS EITHER DEAD, DYING, OR HAS OUTLIVED ITS USEFULNESS. TAKE YOUR PICK.” JOSEPH JAFFE, 2005 THE DIGITAL DELUSION

16. SETH GODIN, 2008 “…THE END OF TRADITIONAL ADVERTISING” THE DIGITAL DELUSION

17. “…THE POST-ADVERTISING AGE IS UNDER WAY” AD AGE, 2009 THE DIGITAL DELUSION

18. “…THE PRESENT IS APOCALYTIC. ANY HOPE FOR A SEAMLESS TRANSITION – OR ANY TRANSITION AT ALL – FROM MASS MEDIA AND MARKETING TO MICRO MEDIA AND MARKETING ARE ABSURD. THE SKY IS FALLING, WE ARE EXQUISITELY IRRETRIEVABLY FUCKED.” BOB GARFIELD, AD AGE, 2009 THE DIGITAL DELUSION

19. “ADVERTISING IS DEAD” HUFFINGTON POST THE DIGITAL DELUSION

20. eMARKETER THE DIGITAL DELUSION

21. DEATH OF TELEVISION THE DIGITAL DELUSION

22. TECHCRUNCH, 2006 “LET’S JUST DECLARE TV DEAD AND MOVE ON” THE DIGITAL DELUSION

23. WIRED, 2007 “TRADITIONAL TV WON’T BE HERE IN 7-10 YEARS” THE DIGITAL DELUSION

24. THE TELEGRAPH, 2007 “TV IS DYING SAYS GOOGLE EXPERT” THE DIGITAL DELUSION

25. FOX NEWS, 2007 “INTERNET IS SET TO REVOLUTIONIZE TELEVISION WITHIN 5 YEARS” THE DIGITAL DELUSION

26. 0 25 50 75 100 NIELSEN, Q1 2015 4% 96% VIDEO VIEWING TV THE DIGITAL DELUSION WEB DEVICE

27. 0 10 20 30 40 NIELSEN, Q1 2015, ADULTS 18+ HOURS/WK TRAD TV THE DIGITAL DELUSION PC SMARTPHONE

28. LEICHTMAN RESEARCH THE DIGITAL DELUSION

29. LEICHTMEN RESEARCH THE DIGITAL DELUSION

30. LEICHTMEN RESEARCH THE DIGITAL DELUSION

31. THE DIGITAL DELUSION “MILLENNIALS ARE WATCHING AS MUCH TV AS EVER” ADWEEK, SEPT. 22, 2015/VIDEO PULSE

32. JEFF BEZOS “WE’RE IN A GOLDEN AGE OF TELEVISION” THE DIGITAL DELUSION

33. TV ISN’T DYING, IT’S HAVING BABIES THE DIGITAL DELUSION

34. DEATH BY INTERACTIVITY THE DIGITAL DELUSION

35. SIZMEK 8 “INTERACTIONS” PER 10,000 IMPRESSIONS THE DIGITAL DELUSION

36. CNET 38% OF WEB TRAFFIC IS HUMAN THE DIGITAL DELUSION

37. MEDIAPOST/FORENSIQ AN AVERAGE BOT-NET CAN PRODUCE 1 BILLION FRAUDULENT ONLINE AD IMPRESSIONS A DAY THE DIGITAL DELUSION

38. RANCE CRAIN, ADVERTISING AGE “…THERE IS MASSIVE FRAUD IN THE DIGITAL MARKETPLACE” THE DIGITAL DELUSION

39. ADWEEK POTENTIAL $9.5 BILLION IN ONLINE AD FRAUD IN US IN 2014 THE DIGITAL DELUSION

40. “VIEWABILITY” THE DIGITAL DELUSION

41. GOOGLE 56% OF DISPLAY ADS PAID FOR BY ADVERTISERS NEVER APPEARED IN FRONT OF A LIVE HUMAN BEING THE DIGITAL DELUSION

42. NEW YORK TIMES 57% OF 2 BILLION VIDEO ADS SURVEYED WERE “UNVIEWABLE” THE DIGITAL DELUSION

43. KRAFT REJECTING 75-85% OF ONLINE IMPRESSIONS “FRAUDULENT, UNSAFE, UNVIEWABLE OR UNKNOWN” THE DIGITAL DELUSION

44. DON’T KNOW WHAT THEY’RE BUYING DON’T KNOW WHO THEY’RE BUYING IT FROM DON’T KNOW WHAT THEY’RE GETTING DON’T KNOW WHAT THEY’RE PAYING THE DIGITAL DELUSION

45. THE DIGITAL DELUSION

46. THE DIGITAL DELUSION

47. IN UK, 40% USE AD BLOCKERS IN US, 50% INCREASE IN AD BLOCKER USAGE THE DIGITAL DELUSION WORLDWIDE, 70% INCREASE

48. AD BLOCKING WILL COST ONLINE PUBLISHERS OVER $20B THIS YEAR ADOBE/PAGE FAIR THE DIGITAL DELUSION

49. “…AS FAR AS I’M CONCERNED, IT’S A HOUSE OF CARDS…” “…I NEVER MAKE PREDICTIONS. BUT ONLINE ADVERTISING IS A TRAIN WRECK WAITING TO HAPPEN.” ME, 2013 THE DIGITAL DELUSION

50. THE SHOPPING TEST THE DIGITAL DELUSION

51. 1. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION

52. “THE MOST VALUABLE GENERATION IN THE HISTORY OF MARKETING” NIELSEN THE AGE DELUSION

53. RESPONSIBLE FOR 50% OF ALL CONSUMER SPENDING THE AGE DELUSION

54. 42% OF ALL AFTER-TAX INCOME THE AGE DELUSION

55. OUTSPEND IN NEARLY EVERY CATEGORY THE AGE DELUSION

56. BUY 55% OF CPG DOMINATE 94% CPG CATEGORIES THE AGE DELUSION

57. OUTSPEND OTHER ADULTS ONLINE 2:1 THE AGE DELUSION

58. NET WORTH ABOUT 3X AVERAGE THE AGE DELUSION

59. BUY ABOUT 60% OF NEW CARS THE AGE DELUSION

60. CONTROL 70% OF US WEALTH THE AGE DELUSION

61. WORLD’S TOP 6 ECONOMIES U.S. CHINA AMERICANS OVER 50 INDIA JAPAN GERMANY THE AGE DELUSION

62. PEOPLE OVER 50 ARE THE TARGET FOR 10% OF MARKETING ACTIVITY THE AGE DELUSION

63. “JUST BY VIRTUE OF THEIR NUMBERS BEING SO LARGE, WE’LL CONTINUE TO SEE THEM SKEW THE DATA FOR A LONG TIME.” AUTO MARKETING EXEC IN WALL STREET JOURNAL THE AGE DELUSION

64. “JUST BY VIRTUE OF THEIR NUMBERS BEING SO LARGE, WE’LL CONTINUE TO SEE THEM SKEW THE DATA FOR A LONG TIME.” AUTO MARKETING EXEC IN WALL STREET JOURNAL …SKEW THE DATA… THE AGE DELUSION

65. THE AGE DELUSION

66. THEY’RE DYING OUT THEY WON’T CHANGE BRANDS THEY’RE DOWNSIZING AUTOMATIC INFLUENCE LIFETIME VALUE THEY WANT TO BE LIKE YOUNG PEOPLE THE AGE DELUSION

67. NARCISSISM DISGUISED AS STRATEGY THE AGE DELUSION

68. “THE MOST IGNORED WEALTHY PEOPLE IN THE HISTORY OF MARKETING” FORBES THE AGE DELUSION

69. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY

Bob Hoffman
Bob Hoffman is a writer, speaker and partner in Type A Group . The Wall Street Journal calls Bob “Caustic yet truthful” and Time, Inc calls him “fabulously irreverent.” Bob has been the ceo of two independent ad agencies and the US operation of an international agency. He is author of the popular “Ad Contrarian” blog and has written several books including “101 Contrarian Ideas About Advertising” which became Amazon’s #1 selling advertising book. Bob has created advertising for McDonald’s, Toyota, Pepsico, Bank of America, AT&T and more companies than he cares to think about. In 2012 he was selected Ad Person of the Year by the San Francisco Advertising Club. In recent months, Bob has spoken to groups in Canada, UK, Spain, Belgium, Germany, Austria, Switzerland, Australia, New Zealand, Ireland, Norway, Poland, and all over the U.S. Bob's most recent book "Marketers Are From Mars, Consumers Are From New Jersey" was selected "#1 Hot Prospect" in advertising by Amazon.

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