how digital and social changed marketing tls
TRANSCRIPT
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how digital and social media changed marketing
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Agenda
1. Lay of the Land
2. The Digital World is Flat
3. Transparency Rules
4. The Accelerating World of Marketing
5. Things to Remember
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1. Lay of the Land
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How it used to be
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Then this happened
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Mobile eclipsing PC’s
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‘Big Data’ is in the drivers seat
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Advertising = ‘Content’
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And when everything is Digital
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Speed is Key
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2. The Digital World is Flat
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Brands look like consumers
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Everyone competes for attention
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People can create their own brands
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Consumers can hijack your marketing
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Consumers can hijack your marketing
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And be as - if not more - influential than brands
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The Digital World is Flat
Brands no longer in control of the message or the medium Communication has become democratized and decentralized The rules are always changing – what’s a brand to do?
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3. Transparency Rules
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Brands have to become human
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Transparency starts at the top
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And lives in social media
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Product innovation shares brand ownership
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Public customer service builds good will
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Honesty as core to the message
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Transparency necessitates purpose
It's important that companies stand for something other than just profitability
86%
*HAVAS Prosumer Research
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Brands who do ‘good’ win
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Consumers align to company missions
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And follow corporate leaders who preach ‘good’
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Being ‘good’ is good for business, too
Number of percentage points that the 50 Sustainability Leaders of the Fortune Global 1000 outperformed the rest
+16%
Business Performance & Sustainability
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Transparency Rules
Brands need to evolve as the rules change Forgiveness and loyalty stem from honesty and openness Every brand has the opportunity to have a mission and
benefit from the new flat world
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3. The Accelerating World of Marketing
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An evolving consumer relationship
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Making friends means being friendly
Comments about day to day things
Random thoughts and observationsWhat’s going on right now
Friendly messages
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For brands, humanity requires a new model
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All media moves faster, starting with TV
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Campaigns aim for participation, not sales
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Brand sites become real-time social hubs
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Social commentary = always-on advertising
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‘Big Data’ makes marketing basically instant
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And can even predict consumer behavior
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The Accelerating World of Marketing
Approach social like making friends, not selling stuff Re-structure to enable fast moving and cultural immersion Embrace data to inform and inspire everything
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5. Things to Remember
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If you only remember 5 things from this presentation
1. The inherited world of marketing is no longer
2. Humanize brands and products to engage with humans
3. Believe in something and profits will follow
4. Make consumers into friends with openness and honesty
5. Embrace ‘big data’ to boost speed and effectiveness
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THANK YOU