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 a presentation about how they do it.

1. THE ANATOMY OF A MODERN MARKETER
DIGITAL MARKETING INNOVATION CONFERENCE THURSDAY, SEPTEMBER 19, 2013

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THIS IS JOSH.

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4. HEADED TO KAUAI NEXT WEEK. CAN’T WAIT TO CHECK OUT @GRANDHYATTKAUAI!
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7. PERSONAL EXAMPLES

8. PERSONAL EXAMPLES

9. PERSONAL EXAMPLES

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11. MAHALO, JOSH #FTW.
THE EXPERIENCE WAS REMARKABLE.
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12. IT’S NOT ABOUT BEING DIGITAL.
IT’S ABOUT BEING PURPOSEFUL.
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“DIGITAL MARKETERS OFTENTIMES SKIP PAST THE FOUNDATION THAT
ATTRACTS AN AUDIENCE: SHARED VALUES, COMMON BELIEFS AND A
PURPOSE THAT HUMANS WANT TO BE PART OF.”
~ JIM CUENE, DIGITAL DIRECTOR, GENERAL MILLS

14. WE BELIEVE .
WE EXIST TO .
VALUES
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PURSUITS

15. 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
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16. PURPOSE-LED BRANDS HAVE AN INTUITIVE SENSE.
THEY’RE IN THE RIGHT PLACE AT THE RIGHT TIME.
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MODERN MARKETERS GET THEM THERE.
THIS IS A PRESENTATION ABOUT HOW THEY DO IT.

18. 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.
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MODERN MARKETER: TONY FADELL

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MODERN MARKETER: NEIL BLUMENTHAL

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MODERN MARKETER: BRIAN CHESKY

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“I LOVE FIGURING OUT PEOPLE’S IRRATIONAL LOGIC OF THINGS.”
~ MARK ADDICKS, CMO, GENERAL MILLS

23. 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 with people and discover more meaningful connections.
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“PUT GOOD IN THE WORLD AND GOOD THINGS WILL HAPPEN.”
~ PAUL ISAKSON, FOUNDER, MAKEMATTER

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29. THE MODERN MARKETER
BELIEVES EXPERIENCE > ADVERTISING.
The relentless pursuit of product and service perfection breeds organic demand. When
armed with a product that speaks for itself, the modern marketer doesn’t need to turn to
advertising. Rather, they focus on finding unique ways to deliver a remarkable experience.
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~ JEFF BEZOS, 2005
“MORE AND MORE MONEY WILL GO INTO MAKING A GREAT CUSTOMER EXPERIENCE,
AND LESS WILL GO INTO SHOUTING ABOUT THE SERVICE. WORD OF MOUTH IS BECOMING
MORE POWERFUL. IF YOU OFFER A GREAT SERVICE, PEOPLE WILL FIND OUT.”

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PRODUCT + SERVICE = EXPERIENCE.
A REMARKABLE EXPERIENCE > ADVERTISING.

39. 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.
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“THE MOST DISTINCTIVE TRAIT OF THE INTERNET IS THAT
IT CAN INDIVIDUALIZE EXPERIENCES AT SCALE.”
~ DON SMITHMIER, FOUNDER, GOKART LABS

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“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

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MAHALO, JOSH

47. THANKS.
@JCUENE
DIGITAL DIRECTOR, GENERAL MILLS
@PAULISAKSON
FOUNDER, MAKEMATTER
@DONSMITHMIER
FOUNDER, GOKART LABS
@MARKADDICKS
CMO, GENERAL MILLS
@ADRIANHO
PARTNER, ZEUS JONES
@HELLOPANELO
STRATEGIST, MCCANN ALWAYS-ON
@JOSHUAOLAYER
MAHALO, JOSH
@EPJOHNSON
DIGITAL LEAD, GENERAL MILLS
@LISS67
DIGITAL LEAD, GENERAL MILLS
@CARRIEJC03
DIGITAL LEAD, GENERAL MILLS
@ASQUIBB
DIGITAL LEAD, GENERAL MILLS
@SAMQUAYLE
DESIGNER, STUDIO OUTPUT

48. THANKS.
CRAIG PLADSON
CRAIGPLADSON.COM
PLADDIE.IS/DMSF