Marketing in the Connected Age

@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

~ 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

WHAT WILL DEFINE BEST-PRACTICE
MARKETING IN THE FUTURE?
?

WE ASKED INDUSTRY INFLUENCERS AND
THEIR NETWORKS VIA SOCIAL MEDIA

ALL INPUTS WERE CONTRIBUTED BY
THE GLOBAL MARKETING COMMUNITY

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

#1A PURPOSE
A PRODUCT
IS MORE COMPELLING THAN!

It’s difficult to
differentiate a product
on a utilitarian basis in
a saturated market.
Steven Tannanson • @StevenTannanson
“

PRODUCT DIFFERENTIATION ALONE NO
LONGER OFFERS SUSTAINABLE ADVANTAGE

Today’s brands can’t
just sell ‘things’. They must
stand for something more.
Peter Firth • @PJFirth
“

TO SUCCEED IN THE FUTURE, BRANDS NEED
TO ENGAGE PEOPLE’S HEADS AND HEARTS

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
“

WE NEED TO MOVE FROM A PRODUCT
PROPOSITION TO A BRAND PURPOSE

MAKE THINGS
BETTER
MAKE BETTER
THINGS
VS

Consumers in countries
where consumerism is
advanced are craving
alternatives that make
them feel good.
David Armano • @armano
“

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

WHEN MANAGED EFFECTIVELY, A BRAND’S
PURPOSE CAN TRANSCEND CATEGORIES

HOWEVER, A BRAND’S PURPOSE DOESN’T
NEED TO BE ABOUT SAVING THE WORLD

RED BULL: REDEFINING THE LIMITS
OF PERCEIVED HUMAN POTENTIAL

GOLDIEBLOX: INSPIRING GIRLS
TO EXPLORE BROADER HORIZONS

#2
BRAND VALUES
PRODUCT VALUE
ARE MORE COMPELLING THAN!

PEOPLE CONSISTENTLY CITE AUTHENTICITY
AS A CORE ELEMENT OF GREAT MARKETING

SOME VALUES-BASED BRANDS
INNOCENT
DRINKS
HONEST
TEA
BUFFER
BEN &
JERRY’S

MEANWHILE, MOST COMPLAINTS IN SOCIAL
MEDIA RELATE TO MISLEADING CLAIMS

PEOPLE AREN’T FOOLS; THEY SEE THROUGH
BRAND BRAVADO AND PROPAGANDA

I am convinced that
[brands] who keep to
their promises and avoid
“marketing bullshit” are
gaining preference.
Lydia van den Brink • @lydiaseabird
“

WHEN THE EMPEROR IS NAKED, IT DOESN’T
TAKE LONG FOR THE NEWS TO SPREAD

HOWEVER, IT SEEMS NO-ONE EXPECTS
BRANDS TO BE PERFECT ALL THE TIME

PEOPLE SEEM WILLING TO FORGIVE
BRANDS WHO ADMIT THEIR MISTAKES

Johnson & Johnson’s
Tylenol recall was
transparent, and that
boosted confidence.
Jiunn Ngee • @watthesuck
“

THE WAY A BRAND DEALS WITH ITS ISSUES IS
MORE IMPORTANT THAN THE ACTUAL ISSUES

Transparency is most
critical, and has most
leverage – positive or
negative – at crisis points.
MFG • @mfg_i
“

CONSEQUENTLY, WHAT THE BRAND DOES IS
FAR MORE IMPORTANT THAN WHAT IT SAYS

[Great marketing] is
embodied in actions,
beyond statements.
Doing it, not just saying it.
Jakob Widerberg • @jwiderberg
“

THAT MAY SEEM OBVIOUS, BUT TOO MANY
BRANDS PRIORITISE CLAIMS OVER ACTION

Brands tend to ignore
what’s obvious and
authentic, [and instead
go for] what’s cool.
Wong Yi Wei • @lackadaisygirl
“

SO HOW DO PEOPLE
EXPECT BRANDS TO ACT?
?

The best advertising
appeals to people’s
emotions and values.
Steven Tannason • @StevenTannason
“

THERE ARE MANY SIMILARITIES TO THE
TRAITS THAT DEFINE POPULAR PEOPLE

WE’VE ALREADY SEEN THE VALUE OF
TRANSPARENCY, SINCERITY AND INTEGRITY

HUMOUR: WE’RE HAPPY TO GIVE OUR
ATTENTION TO BRANDS THAT ENTERTAIN US

GENEROSITY: THE WILLINGNESS TO GIVE
BEFORE ASKING SOMETHING IN RETURN

Learning something
is the top motivator for
driving engagement.
Google
“

The depth of knowledge
that HubSpot shares
through their blog posts
adds a lot of value to me.
Arif Khan • @arifkhan7
“

EMPATHY: THE ABILITY TO CONNECT WITH
REAL PEOPLE AND ‘BEHAVE LIKE ONE OF US’

BRAND BELIEFS ESTABLISH MORE ENDURING
DIFFERENTIATION THAN PRODUCT BENEFITS
VS

#3
PARTICIPATION
PROMOTION
IS MORE EFFECTIVE THAN!

TOO MUCH OF TODAY’S MARKETING IS
ABOUT GRABBING PEOPLE’S ATTENTION

BUT WE’RE CONFUSING ATTENTION WITH
ATTRACTION – “I’M AWARE” vs “I CARE”
VS

MARKETING’S TASK IS TO ENGAGE PEOPLE
WITH THE BRAND, NOT JUST ITS COMMS

The brand’s role is no
longer just to broadcast,
but to listen, participate
and inspire actions.
Juliet Chen • @julietchen
“

WE NEED TO THINK OF PEOPLE AS PART OF
OUR BRANDS, NOT AS OUR ‘CONSUMERS’

It’s all about making
people feel cherished –
establishing deeper, more
meaningful relationships.
Kelvin Ang • @9VARZ
“

MARKETING SHOULD CO-CREATE
MUTUAL VALUE, NOT SIMPLY SELL STUFF

I’ve always sought
ideas that are inclusive.
Sir John Hegarty
“

EXAMPLES OF INCLUSIVE MARKETING
IDEASTORM MY STARBUCKS IDEA
DELL STARBUCKS
DO US A FLAVOUR
LAY’S

PEOPLE ARE MORE ENGAGED WHEN
THEY’RE ACTIVELY INVOLVED IN CREATION

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”
“

WE CAN NOW EVEN CO-OPT CONSUMERS
IN A BRAND’S VERY BIRTH AND INCEPTION

CROWDFUNDING A BRAND’S INCEPTION
KICKSTARTER INDIEGOGO

MAKE THINGS
PEOPLE WANT
MAKE PEOPLE
WANT THINGS
VS
John Willshire • @willsh!

DEMOCRATIC BRANDS: OF THE PEOPLE,
BY THE PEOPLE, FOR THE PEOPLE

CONCLUSION

[great marketing] is
genuine, people-centric,
and showcases an actionable
cause by the company.
Geoﬀrey Yeow • @geoﬀyeow
“

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

WHAT DO YOU THINK DEFINES BEST PRACTICE
MARKETING IN TODAY’S CONNECTED WORLD?

#PROJECTRECONNECT
@WFARECONNECT
SHARE YOUR THOUGHTS:!

GET MORE TIPS AND INSIGHT:
WEARESOCIAL.SG

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.

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

Marketing in the Connected Age

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