GETTINGINSYNC.
IDEAS TO ADDRESS THE NEW
“EMPOWERED, INFORMED, AND AT
LARGE CONSUMER.”
@ www.33interactions.com.au

THE ‘NEW CONSUMER’ BRAND ARCHITECTS.
WE SYNCHRONISE BRANDS WITH EMPOWERED CONSUMERS.
We achieve this by designing “just for me” brand propositions
2
and weave those propositions into the lives of consumers in
fresh and creative ways, to develop lasting customer
relationships and advocacy.
Jeeva Sathurayar | Joel Maloney
612 9993 0450 | info@33i.com.au
@ www.33interactions.com.au

AGENDA.
» Introduction ± Ideas
1. The new core differentiator.
» About this Briefing 2. The path to sustainable growth.
3. Marketing that shows respect.
» Getting in Sync 4. All Digital World.
I
5. Social Everything.
» The Fine Print 6. Deliver desirable experiences.
7. Advertising ReEvolution.
8. Brand as customer interactions.
9. Integrate or Die.
10. Marketers as Growth Champions.

IF MARKETING METHODS HAVE NOT EVOLVED IN CONCERT
WITH TECHNOLOGICAL AND SOCIAL EVOLUTION, ARE WE
OUT OF SYNC WITH CUSTOMERS?
The short answer — YES! Consumers are adopting new technolo- Traditional marketing is not working: 95% of consumer
gies such as social networking, podcasts, blogs, RSS, commenting, product introductions fail to reach ROI targets; 84% of
rating, widgets, mobile, and apps faster than we can keep up. B2B marketing campaigns result in falling sales; 85% of
Breakfast TV covers Twitter before most marketers have figured sales promotions are unprofitable; and 72% of TV adver-
out how or if they should use it. tising campaigns fail to achieve positive ROI. Today’s
II consumer is technically adept, open for experimentation
Search engines have taken centre stage in purchase decision
and — most importantly — more active than ever before.
making and online social usage has altered the consumer
Traditional communications, based on classical condi-
marketing landscape. Brands offering people something, compete
tioning and clever ways to dispose of products, does not
with everything a few clicks away.
address connected, savvy, and empowered consumers.
The “Internet is a nearly perfect market because information is
For brands to remain relevant, they must adapt to
instantaneous and buyers can compare the offerings of sellers
both emerging technologies and shifting consumer
worldwide. The result is fierce price competition, dwindling
behaviour, and create genuine customer value — brands
product differentiation, and vanishing brand loyalty.” Robert
need to get in sync with new consumers.
Kuttner, BusinessWeek, 11 May 1998
Customers can find what they want, critique brands that don’t
deliver, and connect with peers to spread criticism across the
globe instantly.

ABOUT THIS BRIEFING.
This briefing is a ‘synopsis’ of a body of work undertaken by over 30 individuals from 12 countries, spanning five conti‑
nents — taking over four years to complete since late 2004 – and not to mention the numerous sources we researched.
Brands were finding it harder to connect with consumers; conventional wisdom seemed irrelevant; and CRM systems and
1‑2‑1 promised much but delivered little. The Internet, globalisation and hyper‑competition propelled us away from a
production‑led economy to an economy driven by consumption. Our task was to identify this distinctly different creature
known as the new consumer and to develop frameworks to help brands and agencies develop real responsiveness to this
new consumer.
III
We found that: a) brands were out of sync with new consumers; b) in a consumption‑driven economy, successful marketing
must be underpinned by customer value; and c) successful marketing forms a dyanamic system that offers real respon‑
siveness to the new consumer. In other words, brands need to get in sync with new consumers by bringing together new
marketing ideas to change the way they connect with their consumers.
Brands need to rethink the way they create conversations and relationships with consumers and the way they engage
consumers across channels. They need to provide valuable services over one‑way messaging, deal with an increasingly
complicated and expansive content distribution model, and address the empowerment of connected customers.
This briefing outlines trends in the consumer marketing landscape and core ideas that brands can address to remain
relevant today. For information on workshops and strategic planning please get in touch with Jeeva or Joel on 02 9993
0450.
This briefing document is provided in good faith to parties receiving the “Getting in Sync with New Consumers” briefing and
may not be distributed in any form, sold for profit, or incorporated in any documents without written permission from 33
Interactions Pty Ltd. Third party material referenced in this document is the domain of respective parties.

GETTING IN SYNC.
Organisations need to adapt to shifting consumer behaviour and emerging technologies and address the empowerment of
connected customers immediately. We have developed a comprehensive programme to help organisations and their suppliers
“get in sync” with new consumers and create lasting transactive relationships that result in consumer advocacy
(recommendation and referral).
Briefing sessions on “trends in the consumer marketing landscape” and “ideas in 21st century marketing” are provided
at no cost to organisations and marketing agencies. Marketers can develop specific actions plans in full day workshops to IV
address an increasingly volatile marketing landscape. Tailored workshops help participants deal with specific consumer
marketing problems and address emerging trends and technologies. Our workshops take a step-by-step approach to plan and
implement marketing programmes including the use of specific marketing tools, best practice examples, and related theory.
Workshops cover: *1-2-1 communications; *interaction design; *social marketing; *marketing integration; *the new brand
positioning; *micro-interactions; *crowd sourcing; *brand experience; and *technology-based marketing systems.
Our strategic planning helps clients and their agencies align marketing strategy with contemporary consumer behaviour
and emerging technologies, and covers: *alignment of marketing with the CEO’s agenda; *alignment of marketing strategy
with the new consumer; *integration across the marketing communications mix for response; *ROI and ongoing customer
dialogue; and *brand positioning in the 21st century. We use a zone based approach to focus participant effort on specific
outcomes. The Five Zones© (Insight, Breakthrough, Transformational, Impact, and Results) enable participants to develop
breakthrough strategies that achieve business objectives.
To arrange a briefing session, please contact: jeeva.sathurayar@33i.com.au, howard.moodycliffe@33i.com.au or
joel.maloney@33i.com.au.

New marketing needs to
incorporate new ideas.
But
1
The difficulty lies, not in the
new ideas, but IN ESCAPING
FROM THE OLD ONES.
John Maynard Keynes

IDEAS IN 21ST CENTURY MARKETING.
1. The new core differentiator.
2. The path to sustainable growth.
3. Marketing that shows respect.
4. All Digital World.
5. Social Everything.
2
6. Deliver desirable experiences.
7. Advertising ReEvolution.
8. Brand as customer interactions.
9. Intergrate or Die
10. Marketers as Growth Champions

3
“Consumers seek meaning and a brand they can trust. They are busy at work
on Web 2.0 platforms creating ways to cut through the noise in search of
products and services that resonate with integrity and transparency;
in a word, authenticity. That quest for authenticity is a call to action for any
company intending to be relevant in the 21st century.”
| Sohrab Vossoughi, Business Week

1. THE NEW CORE DIFFERENTIATOR.
Customers face an overabundance of information,
4
marketing, and products. “Different” is no longer a core
differentiator.
CREATING AUTHENTIC RELATIONSHIPS WITH CUSTOMERS IS.

THE PATH TO SUSTAINABLE GROWTH. 2.
Customers are less brand loyal and actively resist The path to sustainable, profitable
marketing, yet companies like Apple, Cisco and Barnes
growth begins with creating more
& Noble consistently show industry leading growth.
promoters and fewer detractors.
These companies, with the highest number of
promoters versus detractors, consistently garner the The Number One you need to grow—
largest shares of industry growth.
F. Reichheld, Harvard Business Review—
The marketing imperative is to develop positive December 2003 5
customer relationships that lead to advocacy (referral
and recommendation) and in turn sustainable brand
growth.
This requires a shake-up of marketing communications
away from purely orchestrating messages to facilitating
conversations and experiences that allow companies 2ND—Amazon’s market position in the
and brands to proceed up the ladder of customer
music download sector. (after Apple)
advocacy.
10%—Amazon’s market share relative to
Apple in the music download market.

3. MARKETING THAT
SHOWS RESPECT.
As media and marketing messages
proliferate the only factor becoming scarce is
human attention.
Smarter, technologically empowered, time-starved
customers desire more control in their daily
lives and have cultivated much higher levels of
resistance to marketing practices and messages.
6
Channel surfing, ad skipping, and ad blocking are
symptomatic of customer dislike and
resistance to marketing messages.
Marketing must demonstrate more respect for the
consumers’ time and attention to engender
receptivity instead of resistance.

MAKING A DIFFERENCE TO SOMEONE WHO 3.1
HAS INFINITE CHOICE.
RESPECT THE CONSUMER: 7
attention. 7
1. Understand what truly drives and moves
me — and those who influence me — at 5. Ensure that your brand tells the truth
every step of the overall experience you when it makes a promise — breaking
offer. promises in a word of mouth world is
suicidal — and when a promise is made
2. Don’t treat me like a child — “one message
make sure it is kept.
doesn’t fit all.”
6. Engage and involve me in your brand — “I
3. Treat markets like “people” and let go of
won’t join if I can’t be involved.”
mindless segmentation.
7. Bring back the love and you might get
4. Demonstrate more respect for my time and
some in return.

4. ALL DIGITAL WORLD.
DVD, iPods, web, e-mail, Blackberry, GPS, Brands need to think about
Facebook, ATM, iPhone, Plasma, Playstation— transformational technologies that
marketers are a rare breed that need to create value for customers in their daily
separate digital from the everyday world.
8 lives — new ways that serve customers
As consumers we are living in a digital world and the brand.
where, in essence, everything is digital - and
this is the digital age.
IT’S ALL FUSING!
When everything is digital and the Internet
has emerged as the powerful personal and
social phenomenon we expected it to be
CUSTOMER VALUE, NOT CONTROL, IS THE
ANSWER TO STRONG BRANDS.
8

SOCIAL EVERYTHING. 5.
“Communities already exist. Instead, Technology will continue to provide new ways
think about how you can help that for people to join the conversation. It will
9
community do what it wants to do.”
continue to enable communities to stay in
Mark Zuckerberg, founder and CEO of touch and engage in their chosen activities.
Facebook
Brands need to stop thinking about creating
communities and instead focus on how they
can help these communities do what they want
to do.
BRANDS ONLY HAVE A ROLE IF THEY CAN MAKE THE
CONVERSATION MORE INTERESTING.

SIDEBAR A SOCIAL WEB BECOMES EVEN MORE SOCIAL.
10
The social initiatives of three of the very largest “dot.coms” focus on enabling people to take their MySpace, Facebook,
Google‑related profile and friend list to any other website. There are obvious benefits for consumers but some benefits are not so
obvious — being able to take your Facebook friends’ movie preferences to your local online video store has got to be useful — and
then there are all those preferences marketers would like to get their hands on. One thing is for certain, the web will only get
more social…and that includes the non‑Internet web.

THE POWER OF US. 5.1
Companies such as LEGO, Lilly, and Skype use digital The goal is to take advantage of the collaborative art
tools to identify and rally their most enthusiastic of the Internet. 11
customers to help design and market more
This is accomplished by using the pre-existing tools
effectively and at a lower cost.
the web facilitates to strengthen conversations with
If companies can open themselves up to contribu- customers and by creating new tools that enable
tions from enthusiastic customers and partners, it customer brand participants to enrich the culture,
should help them create products and services innovations, and marketing of the brand.
faster, with fewer issues, and at far lower cost with
far less risk.

5.2 WORD OF MOUTH.
In a connected world, where Most influential medium on purchase decisions:
all age groups (2008, Big Research)
information is instantly available,
1. Word of mouth
and where people trust a person like
2. TV
12 themselves, ‘word of mouth’ is all 3. Coupons
important. 4. Newspaper inserts
5. Read article
6. Direct mail
7. Magazines
8. In-store promotion
9. Cable TV
10. Internet advertising
Traditional media is still powerful and plays an
important role in starting the consumer
conversation.

CONSENSUS ON WORD OF MOUTH. SIDEBAR
IT REALLY IS THE MOST POWERFUL SALES TOOL.
» According to a global Nielsen survey of 26,486 Internet users in 47 markets, consumer
recommendations are the most credible form of advertising among 78% of the study’s
respondents. (Nielsen, “Word‑of–Mouth—the Most Powerful Selling Tool”)
» 86.9% of respondents said they would trust a friend’s recommendation over a review by a
13
critic, while 83.8% said they would trust user reviews over a critic. (Marketing Sherpa, July
2007)
» Review users noted that reviews generated by fellow consumers had a greater influence
than those generated by professionals. (comScore/The Kelsey Group, October 2007)
» 71% of online shoppers read reviews, making it the most widely read consumer‑generated
content. (Forrester Research).

SIDEBAR AND IF YOU STILL NEED CONVINCING.
The most recommended company in its category
14
grows 2.5 X the category average.
Bain & Company Research

THERE IS A DOWNSIDE. SIDEBAR
Consumers’ revolt: Power to the
people Consumer militancy erupts as
individuals join forces on the 15
internet to fight back against the
state and big business
The Independant, Friday, 23 February 2007

5.3 CONNECTING THROUGH STORIES.
We’re strong believers that our Stories are the core of our
stories are the beginnings of a consciousness and provide
conversation, not the last word. frameworks for interpretation,
http://www.usatoday.com/news/ understanding and meaning,
community-features.htm motivation, and visions of the
As information and intelligence possible. As stories unfold, they
become the domain of computers, come alive by being shared, which
society will place more value on the creates a deeply human connection
16
one human ability that cannot be between people satisfying their need
automated: emotion. This will affect for authenticity.
everything from our purchasing Creative storytelling and the
decisions to how we work with stories of ‘ordinary’ people are
others. Companies will need to missing in digital marketing.
understand that their products are
Successful brands will enable their
less important than their stories.
customers to propagate brand
Rolf Jensen, Copenhagen Institute for
future Studies and consumer stories that take
advantage of interactivity and
community.

6. DELIVER DESIRABLE EXPERIENCES.
Never before has intelligence on the best, the The customer does not separate the
cheapest, the first, the most original, and the most
marketing experience from the product
relevant been so openly available to consumers —
nor have we have been faced with a situation where experience.
technology and globalisation have achieved such
close product parity.
17 With product parity the purchase experience
plays a significant role and that is something
every brand needs to address. The “experience is
marketing” maxim lends itself as an opportunity
to solve problems, find solutions, and even address
emotional pain-points ultimately leading to higher
impact marketing and sales propositions.
Companies intending to be relevant today must
learn the art of creating experiences that genuinely
engage their customers.

ADVERTISING REEVOLUTION. 7.
“Advertisements must take into account not only the inherent
qualities and attributes of the products they are trying to sell
but also the way in which they can make these properties
18
mean something to us ... advertisements set up connections
between certain types of consumers and certain products; and
having made these links and created symbols of exchange it
can use them as a given, and so can we.”
Judith Williamson, In Decoding Advertisements: Ideology and Meaning in Advertising

7. ADVERTISING REEVOLUTION.
ROI, escalating media costs, message negativity, and media
proliferation have placed advertising in the spotlight for all the
wrong reasons. Despite all the talk, advertising is still the only
qualitative way to reach mass audiences. Traditional media like
19 TV is also much more likely to make a positive impression with
consumers than ads running in digital media.
The Revolution may not be televised but the death of advertising
is much anticipated and quite mistaken — advertising will be here
for years…but different.

SERVICES OVER MESSAGES. 7.1
Aware that consumers largely ignore advertising, advertisers decided to advertise everywhere — bus shelters,
gyms, foyers… everywhere.
The resultant levels of clutter and intrusion conditioned us— we are great at tuning out marketing messages.
Nick Law, Chief Creative Officer, R/GA agency for Nike+, stated in a BusinessWeek article: “You have to ask,
why would anyone care about this [ad]? In the traditional advertising world, that was never a question
asked with much rigor.”
Messages that, in and of themselves, provide a service, and genuinely engage with the consumer form part of 20
the answer to “why anyone would care about this ad.”
Consider Motorola who are helping people stay‑in‑touch, not by promoting increased mobile calls but
enabling friends and family to send photos to loved ones overseas; or Nike+, a site that helps runners track
and improve their performance; or Bayer’s Dog Diaries, a site for dog owners to share experiences and obtain
advice in a community setting.
We are seeing a shift away from messages to services that actually help people. Savvy marketers are already
taking advantage of “widgets” – small desktop applications, as well as iPhone “Apps,” to deliver both a
relevant and useful services that engage the consumer — and effectively start the consumer dialogue.

SIDEBAR WHY MARKETERS LIKE ‘USEFUL’ADS.
1. Consumers actively seek out services even if they are veiled ads. And they
spend more time with a brand than they would watching a 30‑second spot.
2. When consumers sign up for a service, marketers can gather everything from
21
demographic information to product interests to names and addresses — data
they can use for a harder sell down the road.
3. When the ads work consumers feel more loyalty to the brand because they
feel like it did them a good turn.
Attention–Deficit Advertising, BusinessWeek, April 2008

STORIES & MEANING. 7.2
Advertising sells us something far Increasingly, advertising will focus on structures that
beyond goods and services. It transform objects into meaning. The meaning of the
provides us with a structure in which product is made synonymous with another quality, the
people and products are value of which is attached to the product. 22
interchangeable.
In a million channel world, brands whose consumers
These structures of meaning sell us tell the best stories win. To facilitate customer
products that emulate social beings conversations, advertising will invite customers to be a
who interact with us in our social part of these stories based upon structures of meaning.
relationships.
ADVERTISING SELLS US OURSELVES!

7.3 ONE SIZE DOES NOT FIT ALL.
“I make movies for the masses but I speak to them one by one”—Steven Spielberg
Customers want to be engaged by marketers in a more satisfying
and less intrusive manner — the ‘one size fits all’ approach does
not facilitate positive interaction between customers and
23
marketers.
The net generation also expects that they can customise and
personalise everything in their world and daily experiences… and
mobile plays a huge role in their lives.
MY MOBILE IS ME=MY WORLD IN MY HANDS.
This is a clear message for marketers on the need for
personalisation — advertising will increasingly focus on
personalisation. This will herald the rise of the data-driven
advertising agency. It is also a clear message that the time to get
serious about mobile is now.
BRANDS NEED TO EMBRACE MOBILE OR GET LEFT BEHIND.

CONTENT VERSUS ADVERTISING. 7.4
The prediction is that content will replace advertising in the The confessions of a generic magazine: “We loaded this
communications mix. The argument is that, for brands seeking issue with more advertising than content. The content
to engage consumers and for publishers seeking to acquire we did publish was edited, censored and manipulated
broader audiences, content will become advertising. We agree to please our advertisers or as lame filler between the
wholeheartedly on the importance of content, especially in
product pushing ads. We got paid quite handsomely 24
light of user generated content — we just don’t think
to produce this issue and are glad you will pay to read
advertising as content is a new idea.
what we already got paid to print. Are You Generic?”
From custom publishing and live reads to branded http://www.areyougeneric.org/confessions/
programming, advertorials, and product placement advertising
has always been about content. Today, reaching consumers in
a fragmented, personalised environment is becoming more and
more complex. Thus, distribution must evolve into a science.
The fact is, advertising needs new tools and services to
manage digital consumer connections with almost no explicit “More focus will be placed on using digital creative to
controls — and new tools and services that enable brands to engage users rather than just advertise to them”
pay more than mere lip-service to the empowered customer. AdAge, April 2008, 41st IAA World Congress, What’s coming next?

8. BRANDS AS CUSTOMER INTERACTIONS.
As we move from channel-focused mass media to tailored, personal media, brands are
entering a place where they have never consciously entered… a place where brands, are in a
very real sense, being owned by consumers.
25
A place where brands are not enforced through mass media but in reality, are the totality of
the impressions created by the interactions between brand and consumer — or more correctly,
the impressions created in the mind of the consumer while reflecting on different experiences.
IT’S THE TOTALITY OF THE IMPRESSIONS THAT MATTER — NOT ONE CHANNEL, ONCE.
25

GREAT EXPECTATIONS. 8.1
“A key role of marketing is to establish customer So a brand is also a personal reflection on our
expectations that will improve their actual experiences influenced by our anticipation of the 26
experience with the product or service.” experience.
www.neurosciencemarketing.com/blog/articles/a-new-role-for-
marketing.htm The message: Set high but realistic expectations for
the product and when customers do experience the
product — surprise them.
Give them something unexpected and something so
positive it creates a unique and lasting impression.
There are two key elements that comprise a killer
first impression — anticipation and surprise.

8.2 BRAND ARENAS.
And as it’s about experiences, we are moving from channels
27
where brands are law enforcers to arenas where brands are
participants.
WE NEED TO START BEING PARTICIPANTS ON EVERY ARENA.

BRAND PARTICIPANTS OWN THE BRAND. 8.3
They mash it, talk about it, change It begs the question:
it, rate it, group it, review it,
if consumer groups are defining your
Flickr it, Twitter it, poke it, mod it,
brand, are you in danger of losing
bookmark it… just who do you think
control?
defines and owns the brand?
In Brand Hijack: Marketing without
In less than 60 seconds, we obtained
marketing, Alex Wipperfurth advises
the following search results for
brands to embrace the brand
Nikon. Most of this content was not
enthusiast, and enable co-creative 28
created by Nikon or its partners:
brand evolution, as there are no real
>17,900 Nikon videos on YouTube; 73,475
alternatives.
groups about nikon on Flickr; 532,945
ew blog results over the past week for
“nikon”(Blog Search); 3,650,000 results
Two things are certain:
over the past week (Google Search); 1. Brands need to understand the
8,440,824 results on Flickr; >940,000,000
images (Google Images). brand conversation; and
2. Decide if their role is within the
This has serious implications for the
conversation or as a facilitator of
way we think about brands. the conversation.
Mock Ad on Flickr—created by a fan: http://www.flickr.com/
photos/olka/448436299/

THE BRAND MOLECULE. 8.4
Having one monolithic brand communications idea
permeate the communications mix was fine when
the communications mix was limited, however today
four situations have changed the game:
Dividing your brand communication
1. Proliferation of media and increased choice
into a range of smaller ideas—distrib-
2. Higher customer experience expectations
3. Customer participation
uted and shared with participants—is 29
4. Media meshing and personalisation essential to a balanced communications
Today, the core brand communications idea is mix that achieves brand growth.
essentially unbalancing communications and it is John Grant, “The Brand Innovation Manifesto
much smarter to have a clutter of efforts working
towards a common goal.
Dividing your brand communication into a range of
smaller ideas — distributed and shared with
participants — is essential to a balanced
communications mix that achieves brand growth.

INTEGRATE OR DIE. 9.
Companies that scored in the top With many companies focused on
20% based on revenue growth, marketing integration, businesses
lead-to-sales conversion rates, and that aren’t as determined could find
ROI had much higher technology themselves at a significant
adoption of marketing tools and competitive disadvantage.
integrating marketing campaign data
Marketing integration is commonly
into their CRM systems to a much 30
considered “an integrated creative
greater degree than “average” or
approach” or a technology-driven
“laggard” companies.
campaign approach.
Aberdeen Group
Though important, marketing
integration in the digital age
incorporates core ideas concerning
connected, empowered consumers,
and marketing to these consumers.

9. INTEGRATE OR DIE.
Marketing integration in the digital age goes beyond
consistency of message to something approaching
consistency of process. It’s about giving marketing
decision-makers an end-to-end view of the entire
marketing process and providing insight into which
campaigns and tactics actually drive the highest return
on investment.
31
But it is more than that too! It’s about:
1. Integrating respect for the customer into the process
of marketing with the customer as co-creator and
brand participant;
2. Going beyond digital (transdigital) and off-line
marketing to integrate communities and experience
in the marketing mix;
3. Orchestrating infinite touch-points and brand
arenas; and
4. Turning marketing metrics into business metrics
that guide budget and resource‑allocation
decisions. (After all Rome was not built in a day).

ACCOUNTABILITY AS RESPONSIBILITY 9.1
AND FINANCIAL ACUMEN.
With the customer in control, and the power of word of mouth in
force, accountability will move away from using ‘rules of thumb’
towards integrity and transparency.
In other words, the tyranny of accountability morphs into
responsibility; marketers become responsible for every
32
customer “moment of truth” and all the impressions created by
the interactions between brand and the consumer.
Financial acumen will also play an increasing role in the job
description of marketers and their suppliers. Rather than
focusing on awareness scores and open rates, together they must
establish structural measures to assess the financial impact of
marketing initiatives in terms the business can appreciate - in
short:
SHOW ME THE MONEY!

9.2 NO MORE PACMAN ANALYTICS.
Analytics tools measure performance, but they don’t provide
actionable advice. To close the gap between analysis and
performance, analytics must combine rigorous techniques
with marketing strategy.
An ongoing analytics process can deliver superior decision–
making and competitive advantage — the answers you seek
can be found in data, but it does depend on the quality of
the questions:
Where should I spend my next marketing dollar? Have I
33
established the best possible set of metrics to optimise my
campaigns? Am I correctly attributing sales to media, and
efficiently allocating my media? How can I deliver the highest
impact, brand–focused messaging, and how can I gauge the
success of my efforts? How can I get a holistic view of my
“I also think we should be angered by the
complex multi–channel and multi–country marketing
accountability mindset that means we’re
campaigns?
making more decisions on what can be
The point: Don’t take measurement tools and standard metrics
measured rather than what’s really
at face value — each business, brand, product requires a
important.”
unique, continuously improved process that turns data into
Jon Steel, planningbeingsat40.com
actions that drive business goals.

MARKETERS AS GROWTH CHAMPIONS. 10.1
*10.1 *10.2 *10.3 *10.4 *10.5 *10.6
Three economic forces in play The marketing challenge is to Marketing is taking a greater But many CEO’s are demanding However, senior marketers The last word — distinct,
increase downward pressure find ways to maintain prices role in shaping business only one measure for great “are not considered — growth-correlated marketing
on prices. and profitability in the face of strategy as CEO’s recognise that marketing: profitable sales either by themselves or by teams that place increased
these downward trends. marketing is central to creating growth. others in their companies—to demands on suppliers are
Globalisation is delivering
genuine customer value… be strategists or decision- here today.
more lower priced imports. No company / brand is going This, in turn, requires that
while also recognising that makers with a central role in
to hold on to its customers if marketers design and shape Marketers that make up these
Hyper-competition means marketing priorities need to be the firm’s broader agenda.”
it can’t continue to lead in corporate strategy in a more teams will combine critical
more suppliers competing for significantly aligned to meet 34
offering the most value. customer-centric manner. (Growth Champions, awareness of consumers with
the same customer leading to the CEO Agenda.
Stategy+Business, Summer strategic leadership associated
price cuts, while the Internet In other words, marketers
2006) with corporate strategists.
is allowing more people to need to be strategic leaders.
compare prices and move to THESE MARKETERS WILL BE
the lowest cost offer. GROWTH CHAMPIONS.

THE FINE PRINT.
This briefing document and “the body of work” referred to as ‘Getting in Sync with New Consumers©’ is an ongoing labour of love
for all involved, and forms the basis for how 33 Interactions and its partners help businesses get their marketing act together.
While we are willing to provide briefing sessions and relevant versions of this document to any that ask, our [pesky and
protective, yet sensible] legal people have taken steps to protect our intellectual property.
Copyright of this document, variants of this document, and the ‘body of work’ referred to as ‘Getting in Sync with New
35
Consumers©’ is wholly owned by Jeeva Sathurayar, Joel Maloney and 33 Interactions Pty Ltd. All material contained in this
document (including any supplementary data) is the property of Jeeva Sathurayar, Joel Maloney and 33 Interactions Pty Ltd, and
its affiliates, and is protected by copyright; all rights regarding this material are reserved by Jeeva Sathurayar, Joel Maloney and
33 Interactions Pty Ltd, and includes but is not limited to Transdigital communications planning®, the 33 Customer Advocacy
Ladder©, and The Five Zones Strategic Planning Framework©.
This briefing document is provided in good faith to parties receiving the “Getting in Sync with New Consumers” briefing and may
not be distributed in any form, sold for profit, or incorporated in any documents without written permission from 33 Interactions
Pty Ltd. Third party material referenced in this document is the domain of respective parties.

CLOSING CREDITS.
33 Interactions would like to thank the following Flickr members who have offered their work for use in this presentation
under the Creative Commons Attribution Licence. All images in this presentation are copyright to their original authors.
2 / OTH 16 / Shaughnessy
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5 / Chazoid 17 / AutoExposureCanada
6 / Foxypar4 29 / Jerome Dupipe
9 / David.NikonvsCanon 31 / Brad J Ward
11 / Web Guru 32 / Martha Madness