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Add value or go home! - Impacting people's lives with meaningful marketing
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Add value or go home! - Impacting people's lives with meaningful marketing


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  • 1. Add value or go home!impacting people’s lives with meaningful marketingMarketing 3.0 ConferenceWarsaw, PolandDecember 7th, 2011Ivan HernandezStrategic Development Advisor to the Management Board
  • 2. making amarketing 3.0 = difference
  • 3. “We’re entering an era of reciprocity. We now have toengage people in a way that’s useful or helpful to their lives.The consumer is looking to satisfy their needs and we haveto be there to help them with that. To put it another way:How can we exchange value instead of just sending amessage?”Kim Kadlec, VP Global Marketing GroupJohnson & Johnson
  • 4. most people don’t like advertisingBREAKING NEWS BREAKING NEWS BREAKING NEWS BREAKING NEWS
  • 5. meaningfulmarketing
  • 6. Marketing with meaning has two consistent traits:1. Marketing that people choose to engage with2. Marketing that itself improves people’s livesBob Gilbreath, Chief Strategy OfficerPossible Worldwide
  • 7. Digital technology is the catalyst
  • 8. It’s not about newmarketing or new media …It’s about marketing in adigitally enabled world
  • 9. “If you are not thinking about users, you’llsoon be out of business.”Aaron Shapiro, CEOHUGE
  • 10. anyone who interacts with a companyUsers = through digital media and technology Source: Aaron Shapiro
  • 11. “There is no such thing as an offline business.Every company must have a digital strategy tobe succesful.”Aaron Shapiro, CEOHUGE
  • 12. Source: Google
  • 13. ZMOT is that moment when you grab your laptop, mobile phone or someother wired device and start learning about a product or service you are thinking about trying or buying Source: Google
  • 14. Source: Google
  • 15. • Online comparison shopping• Conducting research with search engines• Reading product reviews online• Visiting a brand’s website• Liking brands on social media platforms
  • 16. Source: Google
  • 17. “If you are not visible online when people are doing theirhomework, believe me, they’ll find others who are.Grandma searches online for “how do I know when theturkey’s done?” If turkey is your business, you’d better bethere with a helpful answer (and maybe a demonstration,or a coupon or a stuffing recipe).”Jim Lecinski, MD U.S. Sales & ServiceGoogle
  • 18. Download free eBook at:
  • 19. challenge! Photo by: JerOmm
  • 20. Source: Aaron Shapiro
  • 21. Source: Google
  • 22. Thank you!Ivan HernandezStrategic Development Advisor to the Management