Underpriced attention in 1998 was email. How many people here have done email marketing in their careers close enough to it that they could have a sense reason? hi I just want to get a set good so this will make a lot of sense for a lot of people. In 1999, I had an email newsletter that had 200 000 people on it that had 90 open rates. So for the people that don't follow email, you're crushing it today with 30 open rates.

meaning you've sent an email, 30 of them actually open it and then there's a whole other thing. Do people even act on it? In 1998, I had 90 of the people opening the email because in 1998 we hadn't ruined email yet. right? You didn't get all the spam you've got in the last 25 years. we were opening it and I realized very quickly Direct Mail was working for me.

But email was free. That's the underpriced attention of 1998 having a website doing email. And then finally the day Google AdWords came out I bought up every wine term you can imagine for six months there. it wasn't even 10 cents a click floor.

It was five cents a click and I crushed. And so in a very short period of time with absolutely no money with no money, I was able to grow a very large business and it became the foundation of how I Think Sit here today. The following platforms are completely underpriced in both their organic reach and their paid media: Facebook Twitter Snapchat Instagram Tick tock YouTube LinkedIn This is profound: all of the platforms are underpriced under organic reach and their media. What does this mean? How many people here have now gone viral on Tick Tock You posted something and it got a million views.

Raise Your hand, Raise it For the Seven Ten People here that raise their hand, They felt the impact of underpriced Organic. They posted something. They had 20 followers, a hundred followers, a thousand followers. They posted something, and they got a million views.

That is an enormously important thing for this room to talk about in the history of marketing that was never possible. You did not buy a full page ad in the newspaper, you did not buy AdWords on Google You did not buy a television ad on television and they just miraculously gave you unlimited more awareness for more than you paid for. They didn't just give you 55 newspaper ads because you paid for one, they give you one. This is why this is so important.

A lot of you, including myself grew up in Era where you would amass followers and you would post and you would get a percentage of those followers to see it. It was small, more email marketing than it was social. We are now in the post tick tock application of social media where you can absolutely get way more exposure than you've earned because you don't have to build a list or a community. You just have to make individual pieces of content strong.

Everybody in our company is obsessed with Pac platforms and culture. What does that mean? It means that every single person in our agency has to know what every platform is doing. Every day. we have literally hundreds and hundreds of people every day.

Obsessed about every single thing every platform is doing at the moment and then an entire different group. yeah, one in the same Sometimes if they have enough. Talent That's paying attention to culture. Which rappers, which athletes, which soda, which fashion brand, which everything.

What is happening in culture and not just youth culture? What are moms in? Indonesia Care about? What are people in Afghanistan Consuming like literally Global Information on both platform and culture and once that is at your obsession and your ideas come from the framework of pack, your ideas will do better. You will get more Quant and quality back from that and that will create a collective wisdom of what you should be doing or what is touching the hearts and the minds. Because the only way someone does something, votes for someone, buys something, goes somewhere, is when that thing hits someone's relevance inside of them and led them to consider something. Marketing hasn't changed in a long time.

The mediums and the creative strategies change and the industry is holding on to yesterday for dear life. And I am intrigued by tomorrow. I'm intrigued by tomorrow. This industry is obsessed with yesterday.

but I and my companies. we dominate today. tomorrow is interesting and we'll keep an eye on it because it's coming. Yesterday is a nice romantic story, but it's the easiest waste of money of all time.

It's today that we focus on and that I think that's what everybody should be focusing on. Thank you.