Marketing in the Connected Age
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Marketing in the Connected Age

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Over the past few months, we've been working with the WFA to identify what will define 'best practice marketing' in the future. In our conversations with 100 of the world's leading marketing ...

Over the past few months, we've been working with the WFA to identify what will define 'best practice marketing' in the future. In our conversations with 100 of the world's leading marketing practitioners, we've identified three key themes - the new 3Ps of connected marketing - which we explain in this presentation, together with examples and actionable next steps. Read more: http://wearesocial.sg/blog/2014/08/3ps-connected-brands/ ‎

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Marketing in the Connected Age Marketing in the Connected Age Presentation Transcript

  • awree social MARKETING IN THE CONNECTED AGE SUCCEEDING IN A DIGITAL WORLD WITH A NEW MARKETING MIX SIMON KEMP • WFA • WE ARE SOCIAL • #PROJECTRECONNECT WFA • We Are Social @WFAReconnect • @wearesocialsg • 1
  • WFA • We Are Social @WFAReconnect • @wearesocialsg • 2
  • ABOUT PROJECT RECONNECT! Project Reconnect is an initiative led by the WFA to listen to what people really want from brands and marketing. We hope it gives marketers practical guidance to help ensure their behaviours reflect what people want and expect. ~ Will Gilroy, World Federation of Advertisers! “ FIND OUT MORE: PROJECT-RECONNECT.COM WFA • We Are Social @WFAReconnect • @wearesocialsg • 3
  • WFA • We Are Social @WFAReconnect • @wearesocialsg • 4
  • ? WHAT WILL DEFINE BEST-PRACTICE MARKETING IN THE FUTURE? WFA • We Are Social @WFAReconnect • @wearesocialsg • 5
  • WE ASKED INDUSTRY INFLUENCERS AND THEIR NETWORKS VIA SOCIAL MEDIA WFA • We Are Social @WFAReconnect • @wearesocialsg • 6
  • ALL INPUTS WERE CONTRIBUTED BY THE GLOBAL MARKETING COMMUNITY WFA • We Are Social @WFAReconnect • @wearesocialsg • 7
  • WFA • We Are Social @WFAReconnect • @wearesocialsg • 8
  • RECURRING THEMES: THE 3 NEW PS PURPOSE PRINCIPLES DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE PARTICIPATION DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM WFA • We Are Social @WFAReconnect • @wearesocialsg • 9
  • #1 A PURPOSE IS MORE COMPELLING THAN! A PRODUCT WFA • We Are Social @WFAReconnect • @wearesocialsg • 10
  • It’s difficult to “ differentiate a product on a utilitarian basis in a saturated market. Steven Tannanson • @StevenTannanson WFA • We Are Social @WFAReconnect • @wearesocialsg • 11
  • PRODUCT DIFFERENTIATION ALONE NO LONGER OFFERS SUSTAINABLE ADVANTAGE WFA • We Are Social @WFAReconnect • @wearesocialsg • 12
  • “ Today’s brands can’t just sell ‘things’. They must stand for something more. Peter Firth • @PJFirth WFA • We Are Social @WFAReconnect • @wearesocialsg • 13
  • TO SUCCEED IN THE FUTURE, BRANDS NEED TO ENGAGE PEOPLE’S HEADS AND HEARTS WFA • We Are Social @WFAReconnect • @wearesocialsg • 14
  • “ Value is not locked inside the product. If you define yourself by the product you make, you limit your purpose. Your purpose should be about maximising the value for the customer. Jakob Widerberg  • @jwiderberg WFA • We Are Social @WFAReconnect • @wearesocialsg • 15
  • WE NEED TO MOVE FROM A PRODUCT PROPOSITION TO A BRAND PURPOSE WFA • We Are Social @WFAReconnect • @wearesocialsg • 16
  • MAKE THINGS BETTER VS MAKE BETTER THINGS WFA • We Are Social @WFAReconnect • @wearesocialsg • 17
  • Consumers in countries where consumerism is advanced are craving alternatives that make them feel good. David Armano  • @armano “ WFA • We Are Social @WFAReconnect • @wearesocialsg • 18
  • SOME BRANDS WITH A HIGHER PURPOSE THE BODY SHOP AGAINST ANIMAL TESTING SEVENTH GENERATION A CLEANER HOME AND A CLEANER WORLD PATAGONIA ENVIRONMENTAL AND SOCIETAL RESPONSIBILITY TOMS ONE-FOR-ONE WFA • We Are Social @WFAReconnect • @wearesocialsg • 19
  • WHEN MANAGED EFFECTIVELY, A BRAND’S PURPOSE CAN TRANSCEND CATEGORIES WFA • We Are Social @WFAReconnect • @wearesocialsg • 20
  • HOWEVER, A BRAND’S PURPOSE DOESN’T NEED TO BE ABOUT SAVING THE WORLD WFA • We Are Social @WFAReconnect • @wearesocialsg • 21
  • RED BULL: REDEFINING THE LIMITS OF PERCEIVED HUMAN POTENTIAL WFA • We Are Social @WFAReconnect • @wearesocialsg • 22
  • GOLDIEBLOX: INSPIRING GIRLS TO EXPLORE BROADER HORIZONS WFA • We Are Social @WFAReconnect • @wearesocialsg • 23
  • #2 BRAND VALUES ARE MORE COMPELLING THAN! PRODUCT VALUE WFA • We Are Social @WFAReconnect • @wearesocialsg • 24
  • PEOPLE CONSISTENTLY CITE AUTHENTICITY AS A CORE ELEMENT OF GREAT MARKETING WFA • We Are Social @WFAReconnect • @wearesocialsg • 25
  • SOME VALUES-BASED BRANDS INNOCENT DRINKS HONEST TEA BUFFER BEN & JERRY’S WFA • We Are Social @WFAReconnect • @wearesocialsg • 26
  • MEANWHILE, MOST COMPLAINTS IN SOCIAL MEDIA RELATE TO MISLEADING CLAIMS WFA • We Are Social @WFAReconnect • @wearesocialsg • 27
  • PEOPLE AREN’T FOOLS; THEY SEE THROUGH BRAND BRAVADO AND PROPAGANDA WFA • We Are Social @WFAReconnect • @wearesocialsg • 28
  • “ I am convinced that [brands] who keep to their promises and avoid “marketing bullshit” are gaining preference. Lydia van den Brink  • @lydiaseabird WFA • We Are Social @WFAReconnect • @wearesocialsg • 29
  • WHEN THE EMPEROR IS NAKED, IT DOESN’T TAKE LONG FOR THE NEWS TO SPREAD WFA • We Are Social @WFAReconnect • @wearesocialsg • 30
  • HOWEVER, IT SEEMS NO-ONE EXPECTS BRANDS TO BE PERFECT ALL THE TIME WFA • We Are Social @WFAReconnect • @wearesocialsg • 31
  • PEOPLE SEEM WILLING TO FORGIVE BRANDS WHO ADMIT THEIR MISTAKES WFA • We Are Social @WFAReconnect • @wearesocialsg • 32
  • Johnson & Johnson’s Tylenol recall was transparent, and that boosted confidence. Jiunn Ngee  • @watthesuck “ WFA • We Are Social @WFAReconnect • @wearesocialsg • 33
  • THE WAY A BRAND DEALS WITH ITS ISSUES IS MORE IMPORTANT THAN THE ACTUAL ISSUES WFA • We Are Social @WFAReconnect • @wearesocialsg • 34
  • “ Transparency is most critical, and has most leverage – positive or negative – at crisis points. MFG  • @mfg_i WFA • We Are Social @WFAReconnect • @wearesocialsg • 35
  • CONSEQUENTLY, WHAT THE BRAND DOES IS FAR MORE IMPORTANT THAN WHAT IT SAYS WFA • We Are Social @WFAReconnect • @wearesocialsg • 36
  • “ [Great marketing] is embodied in actions, beyond statements. Doing it, not just saying it. Jakob Widerberg • @jwiderberg WFA • We Are Social @WFAReconnect • @wearesocialsg • 37
  • THAT MAY SEEM OBVIOUS, BUT TOO MANY BRANDS PRIORITISE CLAIMS OVER ACTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 38
  • “ Brands tend to ignore what’s obvious and authentic, [and instead go for] what’s cool. Wong Yi Wei  • @lackadaisygirl WFA • We Are Social @WFAReconnect • @wearesocialsg • 39
  • ? SO HOW DO PEOPLE EXPECT BRANDS TO ACT? WFA • We Are Social @WFAReconnect • @wearesocialsg • 40
  • “ The best advertising appeals to people’s emotions and values. Steven Tannason  • @StevenTannason WFA • We Are Social @WFAReconnect • @wearesocialsg • 41
  • THERE ARE MANY SIMILARITIES TO THE TRAITS THAT DEFINE POPULAR PEOPLE WFA • We Are Social @WFAReconnect • @wearesocialsg • 42
  • WE’VE ALREADY SEEN THE VALUE OF TRANSPARENCY, SINCERITY AND INTEGRITY WFA • We Are Social @WFAReconnect • @wearesocialsg • 43
  • HUMOUR: WE’RE HAPPY TO GIVE OUR ATTENTION TO BRANDS THAT ENTERTAIN US WFA • We Are Social @WFAReconnect • @wearesocialsg • 44
  • GENEROSITY: THE WILLINGNESS TO GIVE BEFORE ASKING SOMETHING IN RETURN WFA • We Are Social @WFAReconnect • @wearesocialsg • 45
  • “ Learning something is the top motivator for driving engagement. Google WFA • We Are Social @WFAReconnect • @wearesocialsg • 46
  • “ The depth of knowledge that HubSpot shares through their blog posts adds a lot of value to me. Arif Khan  • @arifkhan7 WFA • We Are Social @WFAReconnect • @wearesocialsg • 47
  • WFA • We Are Social @WFAReconnect • @wearesocialsg • 48
  • EMPATHY: THE ABILITY TO CONNECT WITH REAL PEOPLE AND ‘BEHAVE LIKE ONE OF US’ WFA • We Are Social @WFAReconnect • @wearesocialsg • 49
  • VS BRAND BELIEFS ESTABLISH MORE ENDURING DIFFERENTIATION THAN PRODUCT BENEFITS WFA • We Are Social @WFAReconnect • @wearesocialsg • 50
  • #3 PARTICIPATION IS MORE EFFECTIVE THAN! PROMOTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 51
  • TOO MUCH OF TODAY’S MARKETING IS ABOUT GRABBING PEOPLE’S ATTENTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 52
  • VS BUT WE’RE CONFUSING ATTENTION WITH ATTRACTION – “I’M AWARE” vs “I CARE” WFA • We Are Social @WFAReconnect • @wearesocialsg • 53
  • MARKETING’S TASK IS TO ENGAGE PEOPLE WITH THE BRAND, NOT JUST ITS COMMS WFA • We Are Social @WFAReconnect • @wearesocialsg • 54
  • “ The brand’s role is no longer just to broadcast, but to listen, participate and inspire actions. Juliet Chen  • @julietchen WFA • We Are Social @WFAReconnect • @wearesocialsg • 55
  • WE NEED TO THINK OF PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’ WFA • We Are Social @WFAReconnect • @wearesocialsg • 56
  • “ It’s all about making people feel cherished – establishing deeper, more meaningful relationships. Kelvin Ang • @9VARZ WFA • We Are Social @WFAReconnect • @wearesocialsg • 57
  • MARKETING SHOULD CO-CREATE MUTUAL VALUE, NOT SIMPLY SELL STUFF WFA • We Are Social @WFAReconnect • @wearesocialsg • 58
  • Sir John Hegarty “ I’ve always sought ideas that are inclusive. WFA • We Are Social @WFAReconnect • @wearesocialsg • 59
  • EXAMPLES OF INCLUSIVE MARKETING DELL STARBUCKS IDEASTORM MY STARBUCKS IDEA LAY’S DO US A FLAVOUR WFA • We Are Social @WFAReconnect • @wearesocialsg • 60
  • PEOPLE ARE MORE ENGAGED WHEN THEY’RE ACTIVELY INVOLVED IN CREATION WFA • We Are Social @WFAReconnect • @wearesocialsg • 61
  • “ Labour increases people’s valuation of products, not just for those who profess an interest in “do-it-yourself” projects, but even for those who are relatively uninterested. Dan Ariely, “The IKEA Effect” WFA • We Are Social @WFAReconnect • @wearesocialsg • 62
  • WE CAN NOW EVEN CO-OPT CONSUMERS IN A BRAND’S VERY BIRTH AND INCEPTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 63
  • CROWDFUNDING A BRAND’S INCEPTION KICKSTARTER INDIEGOGO WFA • We Are Social @WFAReconnect • @wearesocialsg • 64
  • MAKE THINGS PEOPLE WANT VS MAKE PEOPLE WANT THINGS John Willshire • @willsh! WFA • We Are Social @WFAReconnect • @wearesocialsg • 65
  • DEMOCRATIC BRANDS: OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE WFA • We Are Social @WFAReconnect • @wearesocialsg • 66
  • CONCLUSION WFA • We Are Social @WFAReconnect • @wearesocialsg • 67
  • “ [great marketing] is genuine, people-centric, and showcases an actionable cause by the company. Geoffrey Yeow  • @geoffyeow WFA • We Are Social @WFAReconnect • @wearesocialsg • 68
  • ACTIONS FOR BETTER MARKETING PURPOSE PRINCIPLES DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE PARTICIPATION DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM WFA • We Are Social @WFAReconnect • @wearesocialsg • 69
  • WHAT DO YOU THINK DEFINES BEST PRACTICE MARKETING IN TODAY’S CONNECTED WORLD? WFA • We Are Social @WFAReconnect • @wearesocialsg • 70
  • SHARE YOUR THOUGHTS:! #PROJECTRECONNECT @WFARECONNECT WFA • We Are Social @WFAReconnect • @wearesocialsg • 71
  • GET MORE TIPS AND INSIGHT: WEARESOCIAL.SG WFA • We Are Social @WFAReconnect • @wearesocialsg • 72
  • WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG. We Are Social Making Friends & Influencing People • 45
  • WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social wearesocial.sg • @wearesocialsg • 233