add value or go home! - impacting people's lives with meaningful marketing
TRANSCRIPT
Add value or go home! impacting people’s lives with meaningful marketing
Ivan Hernandez Strategic Development Advisor to the Management Board
Marketing 3.0 Conference Warsaw, Poland December 7th, 2011
marketing 3.0 = making a difference
“We’re entering an era of reciprocity. We now have to
engage people in a way that’s useful or helpful to their lives.
The consumer is looking to satisfy their needs and we have
to be there to help them with that. To put it another way:
How can we exchange value instead of just sending a
message?”
Kim Kadlec, VP Global Marketing Group
Johnson & Johnson
most people don’t like advertising
BREAKING NEWS BREAKING NEWS BREAKING NEWS BREAKING NEWS
meaningful
marketing
Marketing with meaning has two consistent traits:
1. Marketing that people choose to engage with
2. Marketing that itself improves people’s lives
Bob Gilbreath, Chief Strategy Officer
Possible Worldwide
Digital technology is the catalyst
It’s not about new marketing or new media …
It’s about marketing in a digitally enabled world
“If you are not thinking about users, you’ll
soon be out of business.”
Aaron Shapiro, CEO
HUGE
anyone who interacts with a company through digital media and technology
Users =
Source: Aaron Shapiro
“There is no such thing as an offline business.
Every company must have a digital strategy to
be succesful.”
Aaron Shapiro, CEO
HUGE
Source: Google
ZMOT is that moment when you grab
your laptop, mobile phone or some
other wired device and start learning
about a product or service you are
thinking about trying or buying
Source: Google
Source: Google
• Online comparison shopping
• Conducting research with search engines
• Reading product reviews online
• Visiting a brand’s website
• Liking brands on social media platforms
Source: Google
“If you are not visible online when people are doing their
homework, believe me, they’ll find others who are.
Grandma searches online for “how do I know when the
turkey’s done?” If turkey is your business, you’d better be
there with a helpful answer (and maybe a demonstration,
or a coupon or a stuffing recipe).”
Jim Lecinski, MD U.S. Sales & Service
Download free eBook at: zeromomentoftruth.com
challenge!
Photo by: JerOmm
Source: Aaron Shapiro
Source: Google
Ivan Hernandez Strategic Development Advisor to the Management Board
www.greygroup.pl
twitter.com/IvanHernandez_
linkedin.com/in/ivanhernandez
slideshare.net/ivanohernandez
ivanhernandezonline.wordpress.com
Thank you!