Marketing in the Connected Age
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@WFAReconnect • @wearesocialsg • 1 WFA • 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
@WFAReconnect • @wearesocialsg • 2 WFA • We Are Social
@WFAReconnect • @wearesocialsg • 3 WFA • 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
@WFAReconnect • @wearesocialsg • 4 WFA • We Are Social
@WFAReconnect • @wearesocialsg • 5 WFA • We Are Social
WHAT WILL DEFINE BEST-PRACTICE MARKETING IN THE FUTURE?
?
@WFAReconnect • @wearesocialsg • 6 WFA • We Are Social
WE ASKED INDUSTRY INFLUENCERS AND THEIR NETWORKS VIA SOCIAL MEDIA
@WFAReconnect • @wearesocialsg • 7 WFA • We Are Social
ALL INPUTS WERE CONTRIBUTED BY THE GLOBAL MARKETING COMMUNITY
@WFAReconnect • @wearesocialsg • 8 WFA • We Are Social
@WFAReconnect • @wearesocialsg • 9 WFA • 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
@WFAReconnect • @wearesocialsg • 10 WFA • We Are Social
#1 A PURPOSE A PRODUCT IS MORE COMPELLING THAN!
@WFAReconnect • @wearesocialsg • 11 WFA • We Are Social
It’s difficult to differentiate a product on a utilitarian basis in
a saturated market. Steven Tannanson • @StevenTannanson
“
@WFAReconnect • @wearesocialsg • 12 WFA • We Are Social
PRODUCT DIFFERENTIATION ALONE NO LONGER OFFERS SUSTAINABLE ADVANTAGE
@WFAReconnect • @wearesocialsg • 13 WFA • We Are Social
Today’s brands can’t just sell ‘things’. They must stand for something more.
Peter Firth • @PJFirth
“
@WFAReconnect • @wearesocialsg • 14 WFA • We Are Social
TO SUCCEED IN THE FUTURE, BRANDS NEED TO ENGAGE PEOPLE’S HEADS AND HEARTS
@WFAReconnect • @wearesocialsg • 15 WFA • 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
“
@WFAReconnect • @wearesocialsg • 16 WFA • We Are Social
WE NEED TO MOVE FROM A PRODUCT PROPOSITION TO A BRAND PURPOSE
@WFAReconnect • @wearesocialsg • 17 WFA • We Are Social
MAKE THINGS BETTER
MAKE BETTER
THINGS
VS
@WFAReconnect • @wearesocialsg • 18 WFA • We Are Social
Consumers in countries where consumerism is advanced are craving alternatives that make
them feel good. David Armano � • @armano
“
@WFAReconnect • @wearesocialsg • 19 WFA • 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
@WFAReconnect • @wearesocialsg • 20 WFA • We Are Social
WHEN MANAGED EFFECTIVELY, A BRAND’S PURPOSE CAN TRANSCEND CATEGORIES
@WFAReconnect • @wearesocialsg • 21 WFA • We Are Social
HOWEVER, A BRAND’S PURPOSE DOESN’T NEED TO BE ABOUT SAVING THE WORLD
@WFAReconnect • @wearesocialsg • 22 WFA • We Are Social
RED BULL: REDEFINING THE LIMITS OF PERCEIVED HUMAN POTENTIAL
@WFAReconnect • @wearesocialsg • 23 WFA • We Are Social
GOLDIEBLOX: INSPIRING GIRLS TO EXPLORE BROADER HORIZONS
@WFAReconnect • @wearesocialsg • 24 WFA • We Are Social
#2 BRAND VALUES
PRODUCT VALUE ARE MORE COMPELLING THAN!
@WFAReconnect • @wearesocialsg • 25 WFA • We Are Social
PEOPLE CONSISTENTLY CITE AUTHENTICITY AS A CORE ELEMENT OF GREAT MARKETING
@WFAReconnect • @wearesocialsg • 26 WFA • We Are Social
SOME VALUES-BASED BRANDS
INNOCENT DRINKS
HONEST TEA BUFFER BEN &
JERRY’S
@WFAReconnect • @wearesocialsg • 27 WFA • We Are Social
MEANWHILE, MOST COMPLAINTS IN SOCIAL MEDIA RELATE TO MISLEADING CLAIMS
@WFAReconnect • @wearesocialsg • 28 WFA • We Are Social
PEOPLE AREN’T FOOLS; THEY SEE THROUGH BRAND BRAVADO AND PROPAGANDA
@WFAReconnect • @wearesocialsg • 29 WFA • 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
“
@WFAReconnect • @wearesocialsg • 30 WFA • We Are Social
WHEN THE EMPEROR IS NAKED, IT DOESN’T TAKE LONG FOR THE NEWS TO SPREAD
@WFAReconnect • @wearesocialsg • 31 WFA • We Are Social
HOWEVER, IT SEEMS NO-ONE EXPECTS BRANDS TO BE PERFECT ALL THE TIME
@WFAReconnect • @wearesocialsg • 32 WFA • We Are Social
PEOPLE SEEM WILLING TO FORGIVE BRANDS WHO ADMIT THEIR MISTAKES
@WFAReconnect • @wearesocialsg • 33 WFA • We Are Social
Johnson & Johnson’s Tylenol recall was
transparent, and that boosted confidence.
Jiunn Ngee � • @watthesuck
“
@WFAReconnect • @wearesocialsg • 34 WFA • We Are Social
THE WAY A BRAND DEALS WITH ITS ISSUES IS MORE IMPORTANT THAN THE ACTUAL ISSUES
@WFAReconnect • @wearesocialsg • 35 WFA • We Are Social
Transparency is most critical, and has most leverage – positive or
negative – at crisis points. MFG � • @mfg_i
“
@WFAReconnect • @wearesocialsg • 36 WFA • We Are Social
CONSEQUENTLY, WHAT THE BRAND DOES IS FAR MORE IMPORTANT THAN WHAT IT SAYS
@WFAReconnect • @wearesocialsg • 37 WFA • We Are Social
[Great marketing] is embodied in actions, beyond statements.
Doing it, not just saying it. Jakob Widerberg • �@jwiderberg
“
@WFAReconnect • @wearesocialsg • 38 WFA • We Are Social
THAT MAY SEEM OBVIOUS, BUT TOO MANY BRANDS PRIORITISE CLAIMS OVER ACTION
@WFAReconnect • @wearesocialsg • 39 WFA • We Are Social
Brands tend to ignore what’s obvious and
authentic, [and instead go for] what’s cool.
Wong Yi Wei � • @lackadaisygirl
“
@WFAReconnect • @wearesocialsg • 40 WFA • We Are Social
SO HOW DO PEOPLE EXPECT BRANDS TO ACT?
?
@WFAReconnect • @wearesocialsg • 41 WFA • We Are Social
The best advertising appeals to people’s
emotions and values. Steven Tannason � • @StevenTannason
“
@WFAReconnect • @wearesocialsg • 42 WFA • We Are Social
THERE ARE MANY SIMILARITIES TO THE TRAITS THAT DEFINE POPULAR PEOPLE
@WFAReconnect • @wearesocialsg • 43 WFA • We Are Social
WE’VE ALREADY SEEN THE VALUE OF TRANSPARENCY, SINCERITY AND INTEGRITY
@WFAReconnect • @wearesocialsg • 44 WFA • We Are Social
HUMOUR: WE’RE HAPPY TO GIVE OUR ATTENTION TO BRANDS THAT ENTERTAIN US
@WFAReconnect • @wearesocialsg • 45 WFA • We Are Social
GENEROSITY: THE WILLINGNESS TO GIVE BEFORE ASKING SOMETHING IN RETURN
@WFAReconnect • @wearesocialsg • 46 WFA • We Are Social
Learning something is the top motivator for driving engagement.
“
@WFAReconnect • @wearesocialsg • 47 WFA • We Are Social
The depth of knowledge that HubSpot shares
through their blog posts adds a lot of value to me.
Arif Khan � • @arifkhan7
“
@WFAReconnect • @wearesocialsg • 48 WFA • We Are Social
@WFAReconnect • @wearesocialsg • 49 WFA • We Are Social
EMPATHY: THE ABILITY TO CONNECT WITH REAL PEOPLE AND ‘BEHAVE LIKE ONE OF US’
@WFAReconnect • @wearesocialsg • 50 WFA • We Are Social
BRAND BELIEFS ESTABLISH MORE ENDURING DIFFERENTIATION THAN PRODUCT BENEFITS
VS
@WFAReconnect • @wearesocialsg • 51 WFA • We Are Social
#3 PARTICIPATION
PROMOTION IS MORE EFFECTIVE THAN!
@WFAReconnect • @wearesocialsg • 52 WFA • We Are Social
TOO MUCH OF TODAY’S MARKETING IS ABOUT GRABBING PEOPLE’S ATTENTION
@WFAReconnect • @wearesocialsg • 53 WFA • We Are Social
BUT WE’RE CONFUSING ATTENTION WITH ATTRACTION – “I’M AWARE” vs “I CARE”
VS
@WFAReconnect • @wearesocialsg • 54 WFA • We Are Social
MARKETING’S TASK IS TO ENGAGE PEOPLE WITH THE BRAND, NOT JUST ITS COMMS
@WFAReconnect • @wearesocialsg • 55 WFA • We Are Social
The brand’s role is no longer just to broadcast, but to listen, participate
and inspire actions. Juliet Chen � • @julietchen
“
@WFAReconnect • @wearesocialsg • 56 WFA • We Are Social
WE NEED TO THINK OF PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’
@WFAReconnect • @wearesocialsg • 57 WFA • We Are Social
It’s all about making people feel cherished –
establishing deeper, more meaningful relationships.
Kelvin Ang • @9VARZ
“
@WFAReconnect • @wearesocialsg • 58 WFA • We Are Social
MARKETING SHOULD CO-CREATE MUTUAL VALUE, NOT SIMPLY SELL STUFF
@WFAReconnect • @wearesocialsg • 59 WFA • We Are Social
I’ve always sought ideas that are inclusive.
Sir John Hegarty “
@WFAReconnect • @wearesocialsg • 60 WFA • We Are Social
EXAMPLES OF INCLUSIVE MARKETING
IDEASTORM MY STARBUCKS IDEA
DELL STARBUCKS DO US A FLAVOUR
LAY’S
@WFAReconnect • @wearesocialsg • 61 WFA • We Are Social
PEOPLE ARE MORE ENGAGED WHEN THEY’RE ACTIVELY INVOLVED IN CREATION
@WFAReconnect • @wearesocialsg • 62 WFA • 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”
“
@WFAReconnect • @wearesocialsg • 63 WFA • We Are Social
WE CAN NOW EVEN CO-OPT CONSUMERS IN A BRAND’S VERY BIRTH AND INCEPTION
@WFAReconnect • @wearesocialsg • 64 WFA • We Are Social
CROWDFUNDING A BRAND’S INCEPTION
KICKSTARTER INDIEGOGO
@WFAReconnect • @wearesocialsg • 65 WFA • We Are Social
MAKE THINGS PEOPLE WANT
MAKE PEOPLE WANT THINGS
VS
John Willshire • @willsh!
@WFAReconnect • @wearesocialsg • 66 WFA • We Are Social
DEMOCRATIC BRANDS: OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE
@WFAReconnect • @wearesocialsg • 67 WFA • We Are Social
CONCLUSION
@WFAReconnect • @wearesocialsg • 68 WFA • We Are Social
[great marketing] is genuine, people-centric,
and showcases an actionable cause by the company.
Geoffrey Yeow � • @geoffyeow
“
@WFAReconnect • @wearesocialsg • 69 WFA • 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
@WFAReconnect • @wearesocialsg • 70 WFA • We Are Social
WHAT DO YOU THINK DEFINES BEST PRACTICE MARKETING IN TODAY’S CONNECTED WORLD?
@WFAReconnect • @wearesocialsg • 71 WFA • We Are Social
#PROJECTRECONNECT @WFARECONNECT
SHARE YOUR THOUGHTS:!
@WFAReconnect • @wearesocialsg • 72 WFA • We Are Social
GET MORE TIPS AND INSIGHT: WEARESOCIAL.SG
Making Friends & Influencing People • 45 We 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 [email protected].
FIND OUT MORE AT WEARESOCIAL.SG.
wearesocial.sg • @wearesocialsg • 233 We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
+65 6423 1051
HTTP://WEARESOCIAL.SG