Anatomy of a Modern Marketer v2.0

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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 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 v2.0 of an ongoing manifesto about how they do it.

Anatomy of a Modern Marketer v2.0

  1. 1. THE ANATOMY OF A MODERN MARKETER v2.0 OPTUM | CREATING AWESOME MARKETING THURSDAY, MAY 29, 2014
  2. 2. @craigplads n
  3. 3. THIS IS JOSH.
  4. 4. HEADED TO KAUAI NEXT WEEK. CAN’T WAIT TO CHECK OUT @GRANDHYATTKAUAI!
  5. 5. PERSONAL EXAMPLES
  6. 6. PERSONAL EXAMPLES
  7. 7. PERSONAL EXAMPLES
  8. 8. MAHALO, JOSH #FTW THE EXPERIENCE WAS REMARKABLE @craigpladson
  9. 9. IT’S NOT ABOUT BEING DIGITAL IT’S ABOUT BEING PURPOSEFUL @craigpladson
  10. 10. WE BELIEVE . WE EXIST TO . VALUES PURSUITS @craigpladson
  11. 11. 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
  12. 12. PURPOSE-LED BRANDS HAVE AN INTUITIVE SENSE THEY’RE IN THE RIGHT PLACE AT THE RIGHT TIME @craigpladson
  13. 13. MODERN MARKETERS GET THEM THERE THIS IS A PRESENTATION ABOUT HOW WE DO IT @craigpladson
  14. 14. 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
  15. 15. @craigpladson
  16. 16. @craigpladson
  17. 17. @craigpladson
  18. 18. @craigpladson
  19. 19. @craigpladson
  20. 20. “I LOVE FIGURING OUT PEOPLE’S IRRATIONAL LOGIC OF THINGS.” ~ MARK ADDICKS, CMO, GENERAL MILLS
  21. 21. 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 and discover more meaningful ways to connect with people. @craigpladson
  22. 22. “PUT GOOD IN THE WORLD AND GOOD THINGS WILL HAPPEN.” ~ PAUL ISAKSON, FOUNDER, MAKEMATTER
  23. 23. @craigpladson
  24. 24. + + @craigpladson
  25. 25. @craigpladson
  26. 26. @craigpladson
  27. 27. WHEN PEOPLE COME TOGETHER, ANYTHING IS POSSIBLE. @craigpladson
  28. 28. + @craigpladson
  29. 29. @craigpladson
  30. 30. + + @craigpladson
  31. 31. @craigpladson
  32. 32. 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
  33. 33. “THE MOST DISTINCTIVE TRAIT OF THE INTERNET IS THAT IT CAN INDIVIDUALIZE EXPERIENCES AT SCALE.” ~ DON SMITHMIER, FOUNDER, GOKART LABS
  34. 34. @craigpladson
  35. 35. @CRAIGPLADSON / #DMSF
  36. 36. “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
  37. 37. THE MODERN MARKETER AVOIDS CAMPAIGN IMPERMANENCE Modern brand builders appreciate the art of brand action and value equity over short-term gain. By taking this approach, we lessen the importance of product or service newness and refocus our attention on how the brand’s purpose overlaps with what it’s doing. @craigpladson
  38. 38. “UNDERSTANDING IMPERMANENCE IS THE TWIN SISTER OF UNDERSTANDING ART. ALL ART, AS WE’VE SEEN, BRINGS SOMETHING NEW INTO THE WORLD, BUT THAT NEWNESS CAN’T REMAIN, OR THERE WOULD BE NO ROOM FOR MORE ART. NEWNESS FADES.” ~ SETH GODIN
  39. 39. @craigpladson
  40. 40. @craigpladson
  41. 41. @craigpladson
  42. 42. @craigpladson
  43. 43. THANKS. craigpladson.com craig.pladson@gmail.com pladdie.is/OptumAwesome

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