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Stop marketing to people - context marketing
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Stop marketing to people - context marketing


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...and begin marketing to situations! …

...and begin marketing to situations!
To know more about brand utility and context marketing, have a look to and

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  • 1. Stop marketing to people… Marwann AL SAADI Brieuc SAFFRÉ
  • 2. …and begin marketing to situations slavickgo on
  • 3. As a marketer, you always have to bring your solution to some specific needs © Saniya Al Saadi
  • 4. Whether you are a woman… Royalshot on
  • 5. ...a man tolgakosta on
  • 6. …a child Jana_koll on
  • 7. …or an old person coloniera2 on
  • 8. You can be in a hurry… analog on flickr
  • 9. tired… goody2230 on
  • 10. Christiem on bored…
  • 11. happy… arsel on
  • 12. lusi on …or thirsty
  • 13. You can be an expert in finance… ngould on
  • 14. …and a newbie in DIY
  • 15. It is all about context and situations © Saniya Al Saadi
  • 16. and how you can adapt your product or service to them…
  • 17. This is why you have to customize your speech acaben on flickr
  • 18. HushhushFR Nestlé Aquarel targets its thirsty users in concerts, because they know they will be useful to them.
  • 19. Sametimenxtyr on deviantart They satisfy an instant need.
  • 20. Old spice engages tweeters and TV advertisement spectators… © Old Spice
  • 21. …answers to each tweet with a personalized video… © Old Spice
  • 22. …and entertains people in a new way! © Old Spice
  • 23. MINI in USA answers to particular situations with its Roadside assistance app…
  • 24. …and provides useful help to car drivers facing problems on the road.
  • 25. website Asos helps you choose your clothes depending on weather and activity: your situation.
  • 26. Nowadays, people tend to care less about a company’s story © Saniya Al Saadi
  • 27. © Saniya Al Saadi It is now all about discovering, living and sharing new experiences
  • 28. bwaclawski on Whatever your product or service is…
  • 29. navigergo on flickr …it is related to one “personal” situation
  • 30. Electronic toilet paper dispenser Stop providing useless stuff to your customers...
  • 31. SitorSquat is an iPhone application created by Charmin, toilet paper brand. It helps you find the nearest toilets and tells you if it is open or not. …and make them come to you by helping them.
  • 32. Social Media and geolocation for example are some good opportunities to learn more about contexts and situations. They permit to collect data. © Saniya Al Saadi
  • 33. Fiat takes advantage of situations with Ecodrive…
  • 34. …and provides a free and useful service helping drivers to consume less.
  • 35. Relationship is thus not limited to the purchasing process anymore…
  • 36. …and Fiat collects data to innovate and improve its next cars. Data tron
  • 37. Crème Brûlée carts in San Francisco take advantage of social media This Crème brûlée cart lets customers know where he is through Twitter and geolocation apps. chrisleesphotos on flickr
  • 38. BakerTweet sends a tweet to followers when the bread is hot and ready. …and bakers do even more for their customers!
  • 39. The History channel makes good use of geolocation… The History Channel created tips on Foursquare that share historical facts with users when they check into specific locations. They brought interesting and relevant information.
  • 40. Knowing situations will permit you to be more meaningful and relevant.
  • 41. Being relevant means bringing value and converting new members to your brand! © Saniya Al Saadi
  • 42. Thank you for your attention. And many thanks to Saniya AlSaadi, users for their cool photos.
  • 43. Inspired by Helge Tenno Faris Yakob Paul Isakson Trendwatching TechCrunch The Book of Revelations
  • 44. marwann al saadi brieuc saffré bkp550 on flickr August 2010