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Marketing in the Connected Age: Succeeding in a Digital World with a New Marketing Mix

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Marketing in the Connected Age: Succeeding in a Digital World with a New Marketing Mix

  1. 1. #ProjectReconnect • Marketing for the Connected Age • 1WFA • We Are Social MARKETING IN THE CONNECTED AGE SIMON KEMP • WFA • WE ARE SOCIAL • #PROJECTRECONNECT SUCCEEDING IN A DIGITAL WORLD WITH A NEW MARKETING MIX we are social
  2. 2. #ProjectReconnect • Marketing for the Connected Age • 2WFA • We Are Social SIMONKEMP @eskimon
  3. 3. #ProjectReconnect • Marketing for the Connected Age • 3WFA • We Are Social
  4. 4. #ProjectReconnect • Marketing for the Connected Age • 4WFA • We Are Social MILAN MUNICH PARIS LONDON SÃO PAULO SINGAPORE NEW YORK SYDNEY SAN FRANCISCO ROME
  5. 5. #ProjectReconnect • Marketing for the Connected Age • 5WFA • We Are Social
  6. 6. #ProjectReconnect • Marketing for the Connected Age • 6WFA • We Are Social BRANDS WORTH TALKING ABOUT
  7. 7. #ProjectReconnect • Marketing for the Connected Age • 7WFA • We Are Social </SALES PITCH>
  8. 8. #ProjectReconnect • Marketing for the Connected Age • 8WFA • We Are Social
  9. 9. #ProjectReconnect • Marketing for the Connected Age • 9WFA • We Are Social ~ Will Gilroy, World Federation of Advertisers! “ 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. FIND OUT MORE: PROJECT-RECONNECT.COM
  10. 10. #ProjectReconnect • Marketing for the Connected Age • 10WFA • We Are Social WE ASKED INDUSTRY INFLUENCERS AND THEIR NETWORKS VIA SOCIAL MEDIA
  11. 11. #ProjectReconnect • Marketing for the Connected Age • 11WFA • We Are Social ALL INPUTS WERE CONTRIBUTED BY THE GLOBAL MARKETING COMMUNITY
  12. 12. #ProjectReconnect • Marketing for the Connected Age • 12WFA • We Are Social
  13. 13. #ProjectReconnect • Marketing for the Connected Age • 13WFA • We Are Social THE 4PS OF GREAT SOCIAL MARKETING FOCUS ON PEOPLE, NOT CONTENT, MEDIA OR TECHNOLOGY DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER PEOPLE PURPOSE USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE PRINCIPLES DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM PARTICIPATION
  14. 14. #ProjectReconnect • Marketing for the Connected Age • 14WFA • We Are Social 1. PEOPLE
  15. 15. #ProjectReconnect • Marketing for the Connected Age • 15WFA • We Are Social #1 PEOPLE RATHER THAN CONTENT, MEDIA OR TECHNOLOGY! ALWAYS START WITH!
  16. 16. #ProjectReconnect • Marketing for the Connected Age • 16WFA • We Are Social MARKETING: THE MUTUAL SATISFACTION OF WANTS, NEEDS, AND DESIRES
  17. 17. #ProjectReconnect • Marketing for the Connected Age • 17WFA • We Are Social
  18. 18. #ProjectReconnect • Marketing for the Connected Age • 18WFA • We Are Social WHAT WE WANT WHAT OTHERS WANT WHAT MARKETING MUST FIND & DELIVER @eskimon!
  19. 19. #ProjectReconnect • Marketing for the Connected Age • 19WFA • We Are Social IDENTIFYING WHAT OTHER PEOPLE WANT IS THE SECRET TO MARKETING SUCCESS
  20. 20. #ProjectReconnect • Marketing for the Connected Age • 20WFA • We Are Social HOWEVER…
  21. 21. #ProjectReconnect • Marketing for the Connected Age • 21WFA • We Are Social People don’t know what they want until you show it to them. ~ Steve Jobs “
  22. 22. #ProjectReconnect • Marketing for the Connected Age • 22WFA • We Are Social SO HOW DO WE KNOW WHAT TO ‘SHOW THEM’?
  23. 23. #ProjectReconnect • Marketing for the Connected Age • 23WFA • We Are Social START WITH PEOPLE’S BEHAVIOUR, AND THEN INTERPRET THEIR MOTIVATIONS
  24. 24. #ProjectReconnect • Marketing for the Connected Age • 24WFA • We Are Social SOCIAL LISTENING HELPS US UNDERSTAND ATTITUDES, MOTIVATIONS, AND BEHAVIOUR
  25. 25. #ProjectReconnect • Marketing for the Connected Age • 25WFA • We Are Social TAKE THE INFAMOUS EXAMPLE OF “PHOTOS OF MY LUNCH”
  26. 26. #ProjectReconnect • Marketing for the Connected Age • 26WFA • We Are Social #FOOD
  27. 27. #ProjectReconnect • Marketing for the Connected Age • 27WFA • We Are Social 149,000,000PHOTOS TAGGED WITH #FOOD ON INSTAGRAM!
  28. 28. #ProjectReconnect • Marketing for the Connected Age • 28WFA • We Are Social WE TOOK A RANDOM SAMPLE OF THE MOST RECENT PHOTOS TAGGED WITH #FOOD
  29. 29. #ProjectReconnect • Marketing for the Connected Age • 29WFA • We Are Social WITHIN THAT SAMPLE, THERE HAPPENED TO BE THREE PHOTOS OF BURGERS
  30. 30. #ProjectReconnect • Marketing for the Connected Age • 30WFA • We Are Social
  31. 31. #ProjectReconnect • Marketing for the Connected Age • 31WFA • We Are Social THESE THREE PHOTOS OF BURGERS TELL TOTALLY DIFFERENT, INSIGHTFUL STORIES
  32. 32. #ProjectReconnect • Marketing for the Connected Age • 32WFA • We Are Social #LOVE
  33. 33. #ProjectReconnect • Marketing for the Connected Age • 33WFA • We Are Social 700,000,000PHOTOS TAGGED WITH #LOVE ON INSTAGRAM!
  34. 34. #ProjectReconnect • Marketing for the Connected Age • 34WFA • We Are Social IT’S LIKELY THERE ARE A FEW VALUABLE IDEAS IN THEREFOR MARKETERS TOO…
  35. 35. #ProjectReconnect • Marketing for the Connected Age • 35WFA • We Are Social WHEN WE KNOW WHAT PEOPLE CARE ABOUT, IT’S EASIER FOR US TO ADD VALUE
  36. 36. #ProjectReconnect • Marketing for the Connected Age • 36WFA • We Are Social MAKE THINGS PEOPLE WANT MAKE PEOPLE WANT THINGS VS ~ JOHN WILLSHIRE • @WILLSH!
  37. 37. #ProjectReconnect • Marketing for the Connected Age • 37WFA • We Are Social THE REAL VALUE OF SOCIAL LIES IN WHAT OTHER PEOPLE SAY, NOT WHAT YOU SAY
  38. 38. #ProjectReconnect • Marketing for the Connected Age • 38WFA • We Are Social PRODUCTS CUSTOMER SERVICE POS ACTIVITY ADVERTISINGPACKAGING RECRUITMENT
  39. 39. #ProjectReconnect • Marketing for the Connected Age • 39WFA • We Are Social TIP #1: TO BECOME A SOCIAL BRAND, LISTEN TWICE AS MUCH AS YOU TALK
  40. 40. #ProjectReconnect • Marketing for the Connected Age • 40WFA • We Are Social 2. PURPOSE
  41. 41. #ProjectReconnect • Marketing for the Connected Age • 41WFA • We Are Social #2A PURPOSE A PRODUCT IS MORE COMPELLING THAN!
  42. 42. #ProjectReconnect • Marketing for the Connected Age • 42WFA • We Are Social It’s difficult to differentiate a product on a utilitarian basis in a saturated market. Steven Tannanson • @StevenTannanson “
  43. 43. #ProjectReconnect • Marketing for the Connected Age • 43WFA • We Are Social PRODUCT DIFFERENTIATION ALONE NO LONGER OFFERS SUSTAINABLE ADVANTAGE
  44. 44. #ProjectReconnect • Marketing for the Connected Age • 44WFA • We Are Social Today’s brands can’t just sell ‘things’. They must stand for something more. Peter Firth • @PJFirth “
  45. 45. #ProjectReconnect • Marketing for the Connected Age • 45WFA • We Are Social TO SUCCEED IN THE FUTURE, BRANDS NEED TO ENGAGE PEOPLE’S HEADS AND HEARTS
  46. 46. #ProjectReconnect • Marketing for the Connected Age • 46WFA • We Are Social 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 “
  47. 47. #ProjectReconnect • Marketing for the Connected Age • 47WFA • We Are Social WE NEED TO MOVE FROM A PRODUCT PROPOSITION TO A BRAND PURPOSE
  48. 48. #ProjectReconnect • Marketing for the Connected Age • 48WFA • We Are Social MAKE THINGS BETTER MAKE BETTER THINGS VS
  49. 49. #ProjectReconnect • Marketing for the Connected Age • 49WFA • We Are Social Consumers in countries where consumerism is advanced are craving alternatives that make them feel good. David Armano • @armano “
  50. 50. #ProjectReconnect • Marketing for the Connected Age • 50WFA • We Are Social SOME BRANDS WITH A HIGHER PURPOSE AGAINST ANIMAL TESTING A CLEANER HOME AND A CLEANER WORLD THE BODY SHOP SEVENTH GENERATION ENVIRONMENTAL AND SOCIETAL RESPONSIBILITY PATAGONIA ONE-FOR-ONE TOMS
  51. 51. #ProjectReconnect • Marketing for the Connected Age • 51WFA • We Are Social WHEN MANAGED EFFECTIVELY, A BRAND’S PURPOSE CAN TRANSCEND CATEGORIES
  52. 52. #ProjectReconnect • Marketing for the Connected Age • 53WFA • We Are Social HOWEVER, A BRAND’S PURPOSE DOESN’T NEED TO BE ABOUT SAVING THE WORLD
  53. 53. #ProjectReconnect • Marketing for the Connected Age • 55WFA • We Are Social RED BULL: REDEFINING THE LIMITS OF PERCEIVED HUMAN POTENTIAL
  54. 54. #ProjectReconnect • Marketing for the Connected Age • 57WFA • We Are Social GOLDIEBLOX: INSPIRING GIRLS TO EXPLORE BROADER HORIZONS
  55. 55. #ProjectReconnect • Marketing for the Connected Age • 58WFA • We Are Social TIP #2: GIVE PEOPLE SOMETHING TO BUY INTO, NOT JUST SOMETHING TO BUY
  56. 56. #ProjectReconnect • Marketing for the Connected Age • 59WFA • We Are Social 3. PRINCIPLES
  57. 57. #ProjectReconnect • Marketing for the Connected Age • 60WFA • We Are Social #3 BRAND VALUES PRODUCT VALUE ARE MORE COMPELLING THAN!
  58. 58. #ProjectReconnect • Marketing for the Connected Age • 61WFA • We Are Social PEOPLE CONSISTENTLY CITE AUTHENTICITY AS A CORE ELEMENT OF GREAT MARKETING
  59. 59. #ProjectReconnect • Marketing for the Connected Age • 62WFA • We Are Social SOME VALUES-BASED BRANDS INNOCENT DRINKS HONEST TEA BUFFER BEN & JERRY’S
  60. 60. #ProjectReconnect • Marketing for the Connected Age • 63WFA • We Are Social MEANWHILE, MOST COMPLAINTS IN SOCIAL MEDIA RELATE TO MISLEADING CLAIMS
  61. 61. #ProjectReconnect • Marketing for the Connected Age • 64WFA • We Are Social PEOPLE AREN’T FOOLS; THEY SEE THROUGH BRAND BRAVADO AND PROPAGANDA
  62. 62. #ProjectReconnect • Marketing for the Connected Age • 65WFA • We Are Social I am convinced that [brands] who keep to their promises and avoid “marketing bullshit” are gaining preference. Lydia van den Brink • @lydiaseabird “
  63. 63. #ProjectReconnect • Marketing for the Connected Age • 66WFA • We Are Social WHEN THE EMPEROR IS NAKED, IT DOESN’T TAKE LONG FOR THE NEWS TO SPREAD
  64. 64. #ProjectReconnect • Marketing for the Connected Age • 67WFA • We Are Social
  65. 65. #ProjectReconnect • Marketing for the Connected Age • 68WFA • We Are Social HOWEVER, IT SEEMS NO-ONE EXPECTS BRANDS TO BE PERFECT ALL THE TIME
  66. 66. #ProjectReconnect • Marketing for the Connected Age • 69WFA • We Are Social PEOPLE SEEM WILLING TO FORGIVE BRANDS WHO ADMIT THEIR MISTAKES
  67. 67. #ProjectReconnect • Marketing for the Connected Age • 70WFA • We Are Social Johnson & Johnson’s Tylenol recall was transparent, and that boosted confidence. Jiunn Ngee • @watthesuck “
  68. 68. #ProjectReconnect • Marketing for the Connected Age • 71WFA • We Are Social THE WAY A BRAND DEALS WITH ITS ISSUES IS MORE IMPORTANT THAN THE ACTUAL ISSUES
  69. 69. #ProjectReconnect • Marketing for the Connected Age • 72WFA • We Are Social Transparency is most critical, and has most leverage – positive or negative – at crisis points. MFG • @mfg_i “
  70. 70. #ProjectReconnect • Marketing for the Connected Age • 73WFA • We Are Social CONSEQUENTLY, WHAT THE BRAND DOES IS FAR MORE IMPORTANT THAN WHAT IT SAYS
  71. 71. #ProjectReconnect • Marketing for the Connected Age • 74WFA • We Are Social [Great marketing] is embodied in actions, beyond statements. Doing it, not just saying it. Jakob Widerberg • @jwiderberg “
  72. 72. #ProjectReconnect • Marketing for the Connected Age • 75WFA • We Are Social THAT MAY SEEM OBVIOUS, BUT TOO MANY BRANDS PRIORITISE CLAIMS OVER ACTION
  73. 73. #ProjectReconnect • Marketing for the Connected Age • 76WFA • We Are Social Brands tend to ignore what’s obvious and authentic, [and instead go for] what’s cool. Wong Yi Wei • @lackadaisygirl “
  74. 74. #ProjectReconnect • Marketing for the Connected Age • 77WFA • We Are Social SO HOW DO PEOPLE EXPECT BRANDS TO ACT? ?
  75. 75. #ProjectReconnect • Marketing for the Connected Age • 78WFA • We Are Social The best advertising appeals to people’s emotions and values. Steven Tannason • @StevenTannason “
  76. 76. #ProjectReconnect • Marketing for the Connected Age • 79WFA • We Are Social THERE ARE MANY SIMILARITIES TO THE TRAITS THAT DEFINE POPULAR PEOPLE
  77. 77. #ProjectReconnect • Marketing for the Connected Age • 80WFA • We Are Social WE’VE ALREADY SEEN THE VALUE OF TRANSPARENCY, SINCERITY AND INTEGRITY
  78. 78. #ProjectReconnect • Marketing for the Connected Age • 81WFA • We Are Social HUMOUR: WE’RE HAPPY TO GIVE OUR ATTENTION TO BRANDS THAT ENTERTAIN US
  79. 79. #ProjectReconnect • Marketing for the Connected Age • 82WFA • We Are Social GENEROSITY: THE WILLINGNESS TO GIVE BEFORE ASKING SOMETHING IN RETURN
  80. 80. #ProjectReconnect • Marketing for the Connected Age • 83WFA • We Are Social Learning something is the top motivator for driving engagement. Google “
  81. 81. #ProjectReconnect • Marketing for the Connected Age • 84WFA • We Are Social The depth of knowledge that HubSpot shares through their blog posts adds a lot of value to me. Arif Khan • @arifkhan7 “
  82. 82. #ProjectReconnect • Marketing for the Connected Age • 85WFA • We Are Social
  83. 83. #ProjectReconnect • Marketing for the Connected Age • 87WFA • We Are Social EMPATHY: THE ABILITY TO CONNECT WITH REAL PEOPLE AND ‘BEHAVE LIKE ONE OF US’
  84. 84. #ProjectReconnect • Marketing for the Connected Age • 89WFA • We Are Social BRAND BELIEFS ESTABLISH MORE ENDURING DIFFERENTIATION THAN PRODUCT BENEFITS VS
  85. 85. #ProjectReconnect • Marketing for the Connected Age • 90WFA • We Are Social TIP #3: USE YOUR BRAND VALUES TO BUILD YOUR BRAND’S VALUE
  86. 86. #ProjectReconnect • Marketing for the Connected Age • 91WFA • We Are Social 4. PARTICIPATION
  87. 87. #ProjectReconnect • Marketing for the Connected Age • 92WFA • We Are Social #4 PARTICIPATION PROMOTION IS MORE EFFECTIVE THAN!
  88. 88. #ProjectReconnect • Marketing for the Connected Age • 93WFA • We Are Social TOO MUCH OF TODAY’S MARKETING IS ABOUT GRABBING PEOPLE’S ATTENTION
  89. 89. #ProjectReconnect • Marketing for the Connected Age • 94WFA • We Are Social BUT WE’RE CONFUSING ATTENTION WITH ATTRACTION – “I’M AWARE” vs “I CARE” VS
  90. 90. #ProjectReconnect • Marketing for the Connected Age • 95WFA • We Are Social MARKETING’S TASK IS TO ENGAGE PEOPLE WITH THE BRAND, NOT JUST ITS COMMS
  91. 91. #ProjectReconnect • Marketing for the Connected Age • 96WFA • We Are Social The brand’s role is no longer just to broadcast, but to listen, participate and inspire actions. Juliet Chen • @julietchen “
  92. 92. #ProjectReconnect • Marketing for the Connected Age • 97WFA • We Are Social WE NEED TO THINK OF PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’
  93. 93. #ProjectReconnect • Marketing for the Connected Age • 98WFA • We Are Social It’s all about making people feel cherished – establishing deeper, more meaningful relationships. Kelvin Ang • @9VARZ “
  94. 94. #ProjectReconnect • Marketing for the Connected Age • 99WFA • We Are Social MARKETING SHOULD CO-CREATE MUTUAL VALUE, NOT SIMPLY SELL STUFF
  95. 95. #ProjectReconnect • Marketing for the Connected Age • 100WFA • We Are Social I’ve always sought ideas that are inclusive. Sir John Hegarty “
  96. 96. #ProjectReconnect • Marketing for the Connected Age • 101WFA • We Are Social EXAMPLES OF INCLUSIVE MARKETING IDEASTORM MY STARBUCKS IDEA DELL STARBUCKS DO US A FLAVOUR LAY’S
  97. 97. #ProjectReconnect • Marketing for the Connected Age • 102WFA • We Are Social PEOPLE ARE MORE ENGAGED WHEN THEY’RE ACTIVELY INVOLVED IN CREATION
  98. 98. #ProjectReconnect • Marketing for the Connected Age • 103WFA • We Are Social 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” “
  99. 99. #ProjectReconnect • Marketing for the Connected Age • 104WFA • We Are Social WE CAN NOW EVEN CO-OPT CONSUMERS IN A BRAND’S VERY BIRTH AND INCEPTION
  100. 100. #ProjectReconnect • Marketing for the Connected Age • 105WFA • We Are Social CROWDFUNDING A BRAND’S INCEPTION KICKSTARTER INDIEGOGO
  101. 101. #ProjectReconnect • Marketing for the Connected Age • 106WFA • We Are Social MAKE THINGS PEOPLE WANT MAKE PEOPLE WANT THINGS VS John Willshire • @willsh!
  102. 102. #ProjectReconnect • Marketing for the Connected Age • 107WFA • We Are Social TIP #4: BE A DEMOCRATIC BRAND: OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE
  103. 103. #ProjectReconnect • Marketing for the Connected Age • 108WFA • We Are Social THE 4PS OF GREAT SOCIAL MARKETING FOCUS ON PEOPLE, NOT CONTENT, MEDIA OR TECHNOLOGY DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER PEOPLE PURPOSE USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE PRINCIPLES DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM PARTICIPATION
  104. 104. #ProjectReconnect • Marketing for the Connected Age • 109WFA • We Are Social PARTING THOUGHT
  105. 105. #ProjectReconnect • Marketing for the Connected Age • 110WFA • We Are Social NONE OF THIS SHOULD SEEM LIKE ROCKET SCIENCE
  106. 106. #ProjectReconnect • Marketing for the Connected Age • 111WFA • We Are Social SO WHY AREN’T WE ALL DOING IT ALREADY?
  107. 107. #ProjectReconnect • Marketing for the Connected Age • 112WFA • We Are Social IT’S UP TO YOU TO PUT THESE IDEAS INTO ACTION ON YOUR BRANDS, STARTING TODAY
  108. 108. #ProjectReconnect • Marketing for the Connected Age • 113WFA • We Are Social #PROJECTRECONNECT @WFARECONNECT SHARE YOUR THOUGHTS:!
  109. 109. #ProjectReconnect • Marketing for the Connected Age • 114WFA • We Are Social
  110. 110. #ProjectReconnect • Marketing for the Connected Age • 115WFA • We Are Social WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG

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