add value or go home! - impacting people's lives with meaningful marketing

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

Google

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

ivan.hernandez@greygroup.pl

twitter.com/IvanHernandez_

linkedin.com/in/ivanhernandez

slideshare.net/ivanohernandez

ivanhernandezonline.wordpress.com

Thank you!