the anatomy of a modern marketer

THE ANATOMY OF A MODERN MARKETERDIGITAL MARKETING INNOVATION CONFERENCE THURSDAY, SEPTEMBER 19, 2013

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THIS IS JOSH.

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HEADED TO KAUAI NEXT WEEK. CAN’T WAIT TO CHECK OUT @GRANDHYATTKAUAI!

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PERSONAL EXAMPLES

PERSONAL EXAMPLES

PERSONAL EXAMPLES

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MAHALO, JOSH #FTW. THE EXPERIENCE WAS REMARKABLE.

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IT’S NOT ABOUT BEING DIGITAL.IT’S ABOUT BEING PURPOSEFUL.

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“DIGITAL MARKETERS OFTENTIMES SKIP PAST THE FOUNDATION THAT ATTRACTS AN AUDIENCE: SHARED VALUES, COMMON BELIEFS AND A

PURPOSE THAT HUMANS WANT TO BE PART OF.”~ JIM CUENE, DIGITAL DIRECTOR, GENERAL MILLS

WE BELIEVE .

WE EXIST TO .VALUES

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PURSUITS

ORGANIZATIONS THRIVE WHEN THEIR PEOPLE HAVE A SHARED PURPOSE GUIDING THEIR WORK. IF THE ENTIRE WORLD HAD A SHARED PURPOSE, WHAT WOULD IT BE? ~JACK DORSEY

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PURPOSE-LED BRANDS HAVE AN INTUITIVE SENSE.THEY’RE IN THE RIGHT PLACE AT THE RIGHT TIME.

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MODERN MARKETERS GET THEM THERE.THIS IS A PRESENTATION ABOUT HOW THEY DO IT.

THE MODERN MARKETERDISRUPTS UNDERSERVED MARKETS.While the traditional Four P’s provide a basic framework for creating a marketing strategy, the modern marketer obsesses over Two P’s: people and product. When the quality gap between people and product grows, so does the market opportunity.

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MODERN MARKETER: TONY FADELL

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MODERN MARKETER: NEIL BLUMENTHAL

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MODERN MARKETER: BRIAN CHESKY

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“I LOVE FIGURING OUT PEOPLE’S IRRATIONAL LOGIC OF THINGS.”~ MARK ADDICKS, CMO, GENERAL MILLS

THE MODERN MARKETERCO-CREATES IDEAS WITH COMMUNITIES.There is a big difference between creating something with people than there is creating something for people. With co-creation at the center of the modern marketing mindset, brands are able to become more empathetic with people and discover more meaningful connections.

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“PUT GOOD IN THE WORLD AND GOOD THINGS WILL HAPPEN.”~ PAUL ISAKSON, FOUNDER, MAKEMATTER

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THE MODERN MARKETERBELIEVES EXPERIENCE > ADVERTISING.The relentless pursuit of product and service perfection breeds organic demand. When armed with a product that speaks for itself, the modern marketer doesn’t need to turn to advertising. Rather, they focus on finding unique ways to deliver a remarkable experience.

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~ JEFF BEZOS, 2005

“MORE AND MORE MONEY WILL GO INTO MAKING A GREAT CUSTOMER EXPERIENCE, AND LESS WILL GO INTO SHOUTING ABOUT THE SERVICE. WORD OF MOUTH IS BECOMING

MORE POWERFUL. IF YOU OFFER A GREAT SERVICE, PEOPLE WILL FIND OUT.”

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PRODUCT + SERVICE = EXPERIENCE.A REMARKABLE EXPERIENCE > ADVERTISING.

THE MODERN MARKETERMAKES THE WEB SMALLER.Old guard marketers are overwhelmed by the enormity of the web. Modern marketers thrive on its simple complexity. By making the web feel smaller, brands are able to create personalized, local and hyper-relevant solutions for people.

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“THE MOST DISTINCTIVE TRAIT OF THE INTERNET IS THAT IT CAN INDIVIDUALIZE EXPERIENCES AT SCALE.”

~ DON SMITHMIER, FOUNDER, GOKART LABS

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“CONTENT PROVIDERS OF THE FUTURE WILL THRIVE BY MAKING RELEVANT INFORMATION FIND THE USER, AS OPPOSED TO THE USER HAVING TO FIND THE INFORMATION RELEVANT TO THEM.”

~ SAM QUAYLE, SMASHING MAGAZINE

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MAHALO, JOSH

THANKS.

@JCUENEDIGITAL DIRECTOR, GENERAL MILLS

@PAULISAKSONFOUNDER, MAKEMATTER

@DONSMITHMIERFOUNDER, GOKART LABS

@MARKADDICKSCMO, GENERAL MILLS

@ADRIANHOPARTNER, ZEUS JONES

@HELLOPANELOSTRATEGIST, MCCANN ALWAYS-ON

@JOSHUAOLAYERMAHALO, JOSH

@EPJOHNSONDIGITAL LEAD, GENERAL MILLS

@LISS67DIGITAL LEAD, GENERAL MILLS

@CARRIEJC03DIGITAL LEAD, GENERAL MILLS

@ASQUIBBDIGITAL LEAD, GENERAL MILLS

@SAMQUAYLEDESIGNER, STUDIO OUTPUT

THANKS.CRAIG PLADSONCRAIGPLADSON.COMPLADDIE.IS/DMSF