THE ANATOMY OF A MODERN MARKETER
DIGITAL MARKETING INNOVATION CONFERENCE THURSDAY, SEPTEMBER 19, 2013
@CRAIGPLADSON / #DMSF
THIS IS JOSH.
@CRAIGPLADSON / #DMSF
HEADED TO KAUAI NEXT WEEK. CAN’T WAIT TO CHECK OUT @GRANDHYATTKAUAI!
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
PERSONAL EXAMPLES
PERSONAL EXAMPLES
PERSONAL EXAMPLES
@CRAIGPLADSON / #DMSF
MAHALO, JOSH #FTW.
THE EXPERIENCE WAS REMARKABLE.
@CRAIGPLADSON / #DMSF
IT’S NOT ABOUT BEING DIGITAL.
IT’S ABOUT BEING PURPOSEFUL.
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
“DIGITAL MARKETERS OFTENTIMES SKIP PAST THE FOUNDATION THAT
ATTRACTS AN AUDIENCE: SHARED VALUES, COM...
WE BELIEVE .
WE EXIST TO .
VALUES
@CRAIGPLADSON / #DMSF
PURSUITS
ORGANIZATIONS THRIVE WHEN THEIR PEOPLE
HAVE A SHARED PURPOSE GUIDING THEIR WORK.
IF THE ENTIRE WORLD HAD A SHARED PURPOSE,...
PURPOSE-LED BRANDS HAVE AN INTUITIVE SENSE.
THEY’RE IN THE RIGHT PLACE AT THE RIGHT TIME.
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
MODERN MARKETERS GET THEM THERE.
THIS IS A PRESENTATION ABOUT HOW THEY DO IT.
THE MODERN MARKETER
DISRUPTS UNDERSERVED MARKETS.
While the traditional Four P’s provide a basic framework for creating a ...
@CRAIGPLADSON / #DMSF
MODERN MARKETER: TONY FADELL
@CRAIGPLADSON / #DMSF
MODERN MARKETER: NEIL BLUMENTHAL
@CRAIGPLADSON / #DMSF
MODERN MARKETER: BRIAN CHESKY
@CRAIGPLADSON / #DMSF
“I LOVE FIGURING OUT PEOPLE’S IRRATIONAL LOGIC OF THINGS.”
~ MARK ADDICKS, CMO, GENERAL MILLS
THE MODERN MARKETER
CO-CREATES IDEAS WITH COMMUNITIES.
There is a big difference between creating something with people th...
@CRAIGPLADSON / #DMSF
“PUT GOOD IN THE WORLD AND GOOD THINGS WILL HAPPEN.”
~ PAUL ISAKSON, FOUNDER, MAKEMATTER
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
+
+
@CRAIGPLADSON / #DMSF
THE MODERN MARKETER
BELIEVES EXPERIENCE > ADVERTISING.
The relentless pursuit of product and service perfection breeds org...
@CRAIGPLADSON / #DMSF
~ JEFF BEZOS, 2005
“MORE AND MORE MONEY WILL GO INTO MAKING A GREAT CUSTOMER EXPERIENCE,
AND LESS WI...
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
PRODUCT + SERVICE = EXPERIENCE.
A REMARKABLE EXPERIENCE > ADVERTISING.
THE MODERN MARKETER
MAKES THE WEB SMALLER.
Old guard marketers are overwhelmed by the enormity of the web. Modern marketer...
@CRAIGPLADSON / #DMSF
“THE MOST DISTINCTIVE TRAIT OF THE INTERNET IS THAT
IT CAN INDIVIDUALIZE EXPERIENCES AT SCALE.”
~ DO...
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
@CRAIGPLADSON / #DMSF
“CONTENT PROVIDERS OF THE FUTURE WILL THRIVE BY MAKING
RELEVANT INFORMATION FIND THE USER, AS OPPOSE...
@CRAIGPLADSON / #DMSF
MAHALO, JOSH
THANKS.
@JCUENE
DIGITAL DIRECTOR, GENERAL MILLS
@PAULISAKSON
FOUNDER, MAKEMATTER
@DONSMITHMIER
FOUNDER, GOKART LABS
@MARKA...
THANKS.
CRAIG PLADSON
CRAIGPLADSON.COM
PLADDIE.IS/DMSF
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
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The Anatomy Of A Modern Marketer

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In today's digitally-driven networked world, people expect brands to be accessible, authentic, interactive and driven by purpose. Given these demands, brands must change their behavior to be meaningful and - ultimately - remarkable. Purpose-led brands have an intuitive sense and find themselves in the right place at the right time. Modern marketers get them there. This is a presentation about how they do it.

The Anatomy Of A Modern Marketer

  1. 1. THE ANATOMY OF A MODERN MARKETER DIGITAL MARKETING INNOVATION CONFERENCE THURSDAY, SEPTEMBER 19, 2013
  2. 2. @CRAIGPLADSON / #DMSF THIS IS JOSH.
  3. 3. @CRAIGPLADSON / #DMSF
  4. 4. HEADED TO KAUAI NEXT WEEK. CAN’T WAIT TO CHECK OUT @GRANDHYATTKAUAI! @CRAIGPLADSON / #DMSF
  5. 5. @CRAIGPLADSON / #DMSF
  6. 6. @CRAIGPLADSON / #DMSF
  7. 7. PERSONAL EXAMPLES
  8. 8. PERSONAL EXAMPLES
  9. 9. PERSONAL EXAMPLES
  10. 10. @CRAIGPLADSON / #DMSF
  11. 11. MAHALO, JOSH #FTW. THE EXPERIENCE WAS REMARKABLE. @CRAIGPLADSON / #DMSF
  12. 12. IT’S NOT ABOUT BEING DIGITAL. IT’S ABOUT BEING PURPOSEFUL. @CRAIGPLADSON / #DMSF
  13. 13. @CRAIGPLADSON / #DMSF “DIGITAL MARKETERS OFTENTIMES SKIP PAST THE FOUNDATION THAT ATTRACTS AN AUDIENCE: SHARED VALUES, COMMON BELIEFS AND A PURPOSE THAT HUMANS WANT TO BE PART OF.” ~ JIM CUENE, DIGITAL DIRECTOR, GENERAL MILLS
  14. 14. WE BELIEVE . WE EXIST TO . VALUES @CRAIGPLADSON / #DMSF PURSUITS
  15. 15. ORGANIZATIONS THRIVE WHEN THEIR PEOPLE HAVE A SHARED PURPOSE GUIDING THEIR WORK. IF THE ENTIRE WORLD HAD A SHARED PURPOSE, WHAT WOULD IT BE? ~JACK DORSEY @CRAIGPLADSON / #DMSF
  16. 16. PURPOSE-LED BRANDS HAVE AN INTUITIVE SENSE. THEY’RE IN THE RIGHT PLACE AT THE RIGHT TIME. @CRAIGPLADSON / #DMSF
  17. 17. @CRAIGPLADSON / #DMSF MODERN MARKETERS GET THEM THERE. THIS IS A PRESENTATION ABOUT HOW THEY DO IT.
  18. 18. THE MODERN MARKETER DISRUPTS UNDERSERVED MARKETS. While the traditional Four P’s provide a basic framework for creating a marketing strategy, the modern marketer obsesses over Two P’s: people and product. When the quality gap between people and product grows, so does the market opportunity. @CRAIGPLADSON / #DMSF 1
  19. 19. @CRAIGPLADSON / #DMSF MODERN MARKETER: TONY FADELL
  20. 20. @CRAIGPLADSON / #DMSF MODERN MARKETER: NEIL BLUMENTHAL
  21. 21. @CRAIGPLADSON / #DMSF MODERN MARKETER: BRIAN CHESKY
  22. 22. @CRAIGPLADSON / #DMSF “I LOVE FIGURING OUT PEOPLE’S IRRATIONAL LOGIC OF THINGS.” ~ MARK ADDICKS, CMO, GENERAL MILLS
  23. 23. THE MODERN MARKETER CO-CREATES IDEAS WITH COMMUNITIES. There is a big difference between creating something with people than there is creating something for people. With co-creation at the center of the modern marketing mindset, brands are able to become more empathetic with people and discover more meaningful connections. @CRAIGPLADSON / #DMSF 2
  24. 24. @CRAIGPLADSON / #DMSF “PUT GOOD IN THE WORLD AND GOOD THINGS WILL HAPPEN.” ~ PAUL ISAKSON, FOUNDER, MAKEMATTER
  25. 25. @CRAIGPLADSON / #DMSF
  26. 26. @CRAIGPLADSON / #DMSF + +
  27. 27. @CRAIGPLADSON / #DMSF
  28. 28. THE MODERN MARKETER BELIEVES EXPERIENCE > ADVERTISING. The relentless pursuit of product and service perfection breeds organic demand. When armed with a product that speaks for itself, the modern marketer doesn’t need to turn to advertising. Rather, they focus on finding unique ways to deliver a remarkable experience. @CRAIGPLADSON / #DMSF 3
  29. 29. @CRAIGPLADSON / #DMSF ~ JEFF BEZOS, 2005 “MORE AND MORE MONEY WILL GO INTO MAKING A GREAT CUSTOMER EXPERIENCE, AND LESS WILL GO INTO SHOUTING ABOUT THE SERVICE. WORD OF MOUTH IS BECOMING MORE POWERFUL. IF YOU OFFER A GREAT SERVICE, PEOPLE WILL FIND OUT.”
  30. 30. @CRAIGPLADSON / #DMSF
  31. 31. @CRAIGPLADSON / #DMSF
  32. 32. @CRAIGPLADSON / #DMSF
  33. 33. @CRAIGPLADSON / #DMSF
  34. 34. @CRAIGPLADSON / #DMSF
  35. 35. @CRAIGPLADSON / #DMSF PRODUCT + SERVICE = EXPERIENCE. A REMARKABLE EXPERIENCE > ADVERTISING.
  36. 36. THE MODERN MARKETER MAKES THE WEB SMALLER. Old guard marketers are overwhelmed by the enormity of the web. Modern marketers thrive on its simple complexity. By making the web feel smaller, brands are able to create personalized, local and hyper-relevant solutions for people. @CRAIGPLADSON / #DMSF 4
  37. 37. @CRAIGPLADSON / #DMSF “THE MOST DISTINCTIVE TRAIT OF THE INTERNET IS THAT IT CAN INDIVIDUALIZE EXPERIENCES AT SCALE.” ~ DON SMITHMIER, FOUNDER, GOKART LABS
  38. 38. @CRAIGPLADSON / #DMSF
  39. 39. @CRAIGPLADSON / #DMSF
  40. 40. @CRAIGPLADSON / #DMSF
  41. 41. @CRAIGPLADSON / #DMSF “CONTENT PROVIDERS OF THE FUTURE WILL THRIVE BY MAKING RELEVANT INFORMATION FIND THE USER, AS OPPOSED TO THE USER HAVING TO FIND THE INFORMATION RELEVANT TO THEM.” ~ SAM QUAYLE, SMASHING MAGAZINE
  42. 42. @CRAIGPLADSON / #DMSF MAHALO, JOSH
  43. 43. THANKS. @JCUENE DIGITAL DIRECTOR, GENERAL MILLS @PAULISAKSON FOUNDER, MAKEMATTER @DONSMITHMIER FOUNDER, GOKART LABS @MARKADDICKS CMO, GENERAL MILLS @ADRIANHO PARTNER, ZEUS JONES @HELLOPANELO STRATEGIST, MCCANN ALWAYS-ON @JOSHUAOLAYER MAHALO, JOSH @EPJOHNSON DIGITAL LEAD, GENERAL MILLS @LISS67 DIGITAL LEAD, GENERAL MILLS @CARRIEJC03 DIGITAL LEAD, GENERAL MILLS @ASQUIBB DIGITAL LEAD, GENERAL MILLS @SAMQUAYLE DESIGNER, STUDIO OUTPUT
  44. 44. THANKS. CRAIG PLADSON CRAIGPLADSON.COM PLADDIE.IS/DMSF
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