Marketing in the Connected Age

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WFA and We Are Social have been exploring the factors that define 'best practice marketing' in today’s connected age. Our conversations with more than 100 of the world’s top marketers revealed three critical factors that enable brands to become leaders in our increasingly digital world. In this presentation, we explain these factors - the new 3Ps of connected marketing - and provide examples and actionable next steps. The initiative is part of our Project Reconnect: www.project-reconnect.com

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Marketing in the Connected Age

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