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The 4 E's of Marketing (Ogilvy PR)

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The 4 E's of Marketing By Christopher Graves, President & CEO, Asia Pacific, Ogilvy Public Relations Worldwide.

A keynote presentation at Ogilvy Verge Singapore

For more information, visit www.the-open-room.com and verge.ogilvy.com.sg

Published in: Business, News & Politics

The 4 E's of Marketing (Ogilvy PR)

  1. 1. The Evolution of Marketing Christopher Graves President & CEO Asia Pacific, Ogilvy Public Relations 1
  2. 2. The New Marketing Ecosystem 3
  3. 3. 5
  4. 4. 6
  5. 5. Marketing
  6. 6. 8
  7. 7. From the 4P’s to the 4E’s
  8. 8. From … To … Product Experience Place Everyplace Price Exchange Promotion Evangelism 10
  9. 9. From PRODUCT to EXPERIENCE 11
  10. 10. Beauty Shopping Journey Beauty Issue Experts Peers Specialists Research Explore/Share Shopping Results Browsing Purchase 12
  11. 11. From PRODUCT to EXPERIENCE 13
  12. 12. 14
  13. 13. 15
  14. 14. 16
  15. 15. 17
  16. 16. 18
  17. 17. From PRODUCT to EXPERIENCE 19
  18. 18. Movie: Great_Adv_Website_REV.mpg
  19. 19. From PLACE to EVERYPLACE 21
  20. 20. banners, portals, pop-ups, pop-unders, e-mail messages, interstitials, display ads, streaming media, rich media, flash, animation, branded content, product placement, search engine marketing, blogs, vlogs, podcasts, vodcasts, IM, SMS, RSS, wikis, retail kiosks, microsites, advergaming, gamevertising, alternative reality gaming, social networks, wireless, mobile, content sponsorships, events, buzz, guerilla, and viral marketing, iTV, IPTV, and more.23
  21. 21. From PRODUCT to EXPERIENCE 24
  22. 22. 27
  23. 23. From PRICE to EXCHANGE 28
  24. 24. “A cynic knows the price of everything, but the value of nothing” Oscar Wilde
  25. 25. 30
  26. 26. From PRICE to EXCHANGE 31
  27. 27. Before After 32
  28. 28. 33
  29. 29. What do we want from consumers? • Attention span? • Engagement? • Permission? 34
  30. 30. LEGO: Customers Help Create Products +200% better sales 35
  31. 31. From PROMOTION to ENGAGEMENT & EVANGELISM 36
  32. 32. A Brand’s A Cultural Big Ideal Best Self Trend/Truth
  33. 33. How Do You Find a Brand’s Big Ideal? “[Insert brand here] believes the world would be a better place if …” 38
  34. 34. “Coke believes the world would be a better place if we saw the glass as half full not half empty.”
  35. 35. “Dove believes the world would be a better place if women were allowed to feel good about themselves.” 40
  36. 36. 41
  37. 37. 42
  38. 38. 43
  39. 39. 44
  40. 40. 45
  41. 41. 46
  42. 42. “Give people an idea so interesting that the audience wants to share it”
  43. 43. 48
  44. 44. Dove: Evolution 49
  45. 45. Evolution Remix 50
  46. 46. Onslaught 51
  47. 47. Onslaught Remix 52
  48. 48. The results • The first double Grand Prix at Cannes – TV commercial – Viral film • Sales up $500 million since beginning of campaign • Ranked 3rd for most transformed brand – Behind YouTube and Google 53
  49. 49. Dell Idea Storm 54
  50. 50. 55
  51. 51. 56
  52. 52. 57
  53. 53. 58
  54. 54. 59
  55. 55. 60
  56. 56. Marketer of the Future 1. Experience – do your Customer Journey 2. Everywhere – create an idea with no TV or print 3. Exchange – calculate the value of your Customer 4. Evangelism – bring passion to your brand through engagement 61

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