marketing in the connected age
DESCRIPTION
Over the past few months, we've been working with the WFA to identify what will define 'best practice marketing' in the future. In our conversations with 100 of the world's leading marketing practitioners, we've identified three key themes - the new 3Ps of connected marketing - which we explain in this presentation, together with examples and actionable next steps. Read more: http://wearesocial.sg/blog/2014/08/3ps-connected-brands/ TRANSCRIPT
@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 • 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
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ALL INPUTS WERE CONTRIBUTED BY THE GLOBAL MARKETING COMMUNITY
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@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!
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It’s difficult to differentiate a product on a utilitarian basis in
a saturated market. Steven Tannanson • @StevenTannanson
“
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PRODUCT DIFFERENTIATION ALONE NO LONGER OFFERS SUSTAINABLE ADVANTAGE
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Today’s brands can’t just sell ‘things’. They must stand for something more.
Peter Firth • @PJFirth
“
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TO SUCCEED IN THE FUTURE, BRANDS NEED TO ENGAGE PEOPLE’S HEADS AND HEARTS
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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
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MAKE THINGS BETTER
MAKE BETTER
THINGS
VS
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Consumers in countries where consumerism is advanced are craving alternatives that make
them feel good. David Armano � • @armano
“
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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
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WHEN MANAGED EFFECTIVELY, A BRAND’S PURPOSE CAN TRANSCEND CATEGORIES
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HOWEVER, A BRAND’S PURPOSE DOESN’T NEED TO BE ABOUT SAVING THE WORLD
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RED BULL: REDEFINING THE LIMITS OF PERCEIVED HUMAN POTENTIAL
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GOLDIEBLOX: INSPIRING GIRLS TO EXPLORE BROADER HORIZONS
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#2 BRAND VALUES
PRODUCT VALUE ARE MORE COMPELLING THAN!
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PEOPLE CONSISTENTLY CITE AUTHENTICITY AS A CORE ELEMENT OF GREAT MARKETING
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SOME VALUES-BASED BRANDS
INNOCENT DRINKS
HONEST TEA BUFFER BEN &
JERRY’S
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MEANWHILE, MOST COMPLAINTS IN SOCIAL MEDIA RELATE TO MISLEADING CLAIMS
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PEOPLE AREN’T FOOLS; THEY SEE THROUGH BRAND BRAVADO AND PROPAGANDA
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I am convinced that [brands] who keep to
their promises and avoid “marketing bullshit” are
gaining preference. Lydia van den Brink � • @lydiaseabird
“
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WHEN THE EMPEROR IS NAKED, IT DOESN’T TAKE LONG FOR THE NEWS TO SPREAD
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HOWEVER, IT SEEMS NO-ONE EXPECTS BRANDS TO BE PERFECT ALL THE TIME
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PEOPLE SEEM WILLING TO FORGIVE BRANDS WHO ADMIT THEIR MISTAKES
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Johnson & Johnson’s Tylenol recall was
transparent, and that boosted confidence.
Jiunn Ngee � • @watthesuck
“
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THE WAY A BRAND DEALS WITH ITS ISSUES IS MORE IMPORTANT THAN THE ACTUAL ISSUES
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Transparency is most critical, and has most leverage – positive or
negative – at crisis points. MFG � • @mfg_i
“
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CONSEQUENTLY, WHAT THE BRAND DOES IS FAR MORE IMPORTANT THAN WHAT IT SAYS
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[Great marketing] is embodied in actions, beyond statements.
Doing it, not just saying it. Jakob Widerberg • �@jwiderberg
“
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THAT MAY SEEM OBVIOUS, BUT TOO MANY BRANDS PRIORITISE CLAIMS OVER ACTION
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Brands tend to ignore what’s obvious and
authentic, [and instead go for] what’s cool.
Wong Yi Wei � • @lackadaisygirl
“
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SO HOW DO PEOPLE EXPECT BRANDS TO ACT?
?
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The best advertising appeals to people’s
emotions and values. Steven Tannason � • @StevenTannason
“
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THERE ARE MANY SIMILARITIES TO THE TRAITS THAT DEFINE POPULAR PEOPLE
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WE’VE ALREADY SEEN THE VALUE OF TRANSPARENCY, SINCERITY AND INTEGRITY
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HUMOUR: WE’RE HAPPY TO GIVE OUR ATTENTION TO BRANDS THAT ENTERTAIN US
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GENEROSITY: THE WILLINGNESS TO GIVE BEFORE ASKING SOMETHING IN RETURN
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Learning something is the top motivator for driving engagement.
“
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The depth of knowledge that HubSpot shares
through their blog posts adds a lot of value to me.
Arif Khan � • @arifkhan7
“
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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
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#3 PARTICIPATION
PROMOTION IS MORE EFFECTIVE THAN!
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TOO MUCH OF TODAY’S MARKETING IS ABOUT GRABBING PEOPLE’S ATTENTION
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BUT WE’RE CONFUSING ATTENTION WITH ATTRACTION – “I’M AWARE” vs “I CARE”
VS
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MARKETING’S TASK IS TO ENGAGE PEOPLE WITH THE BRAND, NOT JUST ITS COMMS
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The brand’s role is no longer just to broadcast, but to listen, participate
and inspire actions. Juliet Chen � • @julietchen
“
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WE NEED TO THINK OF PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’
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It’s all about making people feel cherished –
establishing deeper, more meaningful relationships.
Kelvin Ang • @9VARZ
“
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MARKETING SHOULD CO-CREATE MUTUAL VALUE, NOT SIMPLY SELL STUFF
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I’ve always sought ideas that are inclusive.
Sir John Hegarty “
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EXAMPLES OF INCLUSIVE MARKETING
IDEASTORM MY STARBUCKS IDEA
DELL STARBUCKS DO US A FLAVOUR
LAY’S
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PEOPLE ARE MORE ENGAGED WHEN THEY’RE ACTIVELY INVOLVED IN CREATION
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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”
“
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WE CAN NOW EVEN CO-OPT CONSUMERS IN A BRAND’S VERY BIRTH AND INCEPTION
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CROWDFUNDING A BRAND’S INCEPTION
KICKSTARTER INDIEGOGO
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MAKE THINGS PEOPLE WANT
MAKE PEOPLE WANT THINGS
VS
John Willshire • @willsh!
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DEMOCRATIC BRANDS: OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE
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CONCLUSION
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[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:!
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SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
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