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The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
The Anatomy Of A Modern Marketer
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 …

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.

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  • 1. THE ANATOMY OF A MODERN MARKETER DIGITAL MARKETING INNOVATION CONFERENCE THURSDAY, SEPTEMBER 19, 2013
  • 2. @CRAIGPLADSON / #DMSF THIS IS JOSH.
  • 3. @CRAIGPLADSON / #DMSF
  • 4. HEADED TO KAUAI NEXT WEEK. CAN’T WAIT TO CHECK OUT @GRANDHYATTKAUAI! @CRAIGPLADSON / #DMSF
  • 5. @CRAIGPLADSON / #DMSF
  • 6. @CRAIGPLADSON / #DMSF
  • 7. PERSONAL EXAMPLES
  • 8. PERSONAL EXAMPLES
  • 9. PERSONAL EXAMPLES
  • 10. @CRAIGPLADSON / #DMSF
  • 11. MAHALO, JOSH #FTW. THE EXPERIENCE WAS REMARKABLE. @CRAIGPLADSON / #DMSF
  • 12. IT’S NOT ABOUT BEING DIGITAL. IT’S ABOUT BEING PURPOSEFUL. @CRAIGPLADSON / #DMSF
  • 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. WE BELIEVE . WE EXIST TO . VALUES @CRAIGPLADSON / #DMSF PURSUITS
  • 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. PURPOSE-LED BRANDS HAVE AN INTUITIVE SENSE. THEY’RE IN THE RIGHT PLACE AT THE RIGHT TIME. @CRAIGPLADSON / #DMSF
  • 17. @CRAIGPLADSON / #DMSF MODERN MARKETERS GET THEM THERE. THIS IS A PRESENTATION ABOUT HOW THEY DO IT.
  • 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. @CRAIGPLADSON / #DMSF MODERN MARKETER: TONY FADELL
  • 20. @CRAIGPLADSON / #DMSF MODERN MARKETER: NEIL BLUMENTHAL
  • 21. @CRAIGPLADSON / #DMSF MODERN MARKETER: BRIAN CHESKY
  • 22. @CRAIGPLADSON / #DMSF “I LOVE FIGURING OUT PEOPLE’S IRRATIONAL LOGIC OF THINGS.” ~ MARK ADDICKS, CMO, GENERAL MILLS
  • 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. @CRAIGPLADSON / #DMSF “PUT GOOD IN THE WORLD AND GOOD THINGS WILL HAPPEN.” ~ PAUL ISAKSON, FOUNDER, MAKEMATTER
  • 25. @CRAIGPLADSON / #DMSF
  • 26. @CRAIGPLADSON / #DMSF + +
  • 27. @CRAIGPLADSON / #DMSF
  • 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. @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. @CRAIGPLADSON / #DMSF
  • 31. @CRAIGPLADSON / #DMSF
  • 32. @CRAIGPLADSON / #DMSF
  • 33. @CRAIGPLADSON / #DMSF
  • 34. @CRAIGPLADSON / #DMSF
  • 35. @CRAIGPLADSON / #DMSF PRODUCT + SERVICE = EXPERIENCE. A REMARKABLE EXPERIENCE > ADVERTISING.
  • 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. @CRAIGPLADSON / #DMSF “THE MOST DISTINCTIVE TRAIT OF THE INTERNET IS THAT IT CAN INDIVIDUALIZE EXPERIENCES AT SCALE.” ~ DON SMITHMIER, FOUNDER, GOKART LABS
  • 38. @CRAIGPLADSON / #DMSF
  • 39. @CRAIGPLADSON / #DMSF
  • 40. @CRAIGPLADSON / #DMSF
  • 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. @CRAIGPLADSON / #DMSF MAHALO, JOSH
  • 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. THANKS. CRAIG PLADSON CRAIGPLADSON.COM PLADDIE.IS/DMSF

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