marketing's new era
TRANSCRIPT
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@jonobean
Marketing’sNew Era
@jonobean
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@jonobean
”Right now, marketing as a function is at
an inflection point between what we’re
comfortable with, what we have
permission to do, and what’s possible.”Eduardo Conrado
SVP and Chief Innovation Officer Motorola Solutions.
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@jonobean
We are in the trust business
… but trusted sources are changing
Online Search Engines 72%
Traditional Media 64%
Hybrid Media 63%
Social Media 59%
Owned Media 57%
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@jonobean
And so are the people we trust online
53%
72%
70%
60%
My friends and family
An academic expert
Companies I use
Trusted
52%
A journalist
Employees of a company
Neutral
46%
45%
40%
34%
32%
A company CEO
A well-known online personality
Elected officials
Celebrities
Brands I don’t use
Distrusted
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@jonobean
Who tells your
story best?
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@jonobean
Increase Sales
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@jonobean
Cut Cost
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@jonobean
More Sunshine
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@jonobean
Science
@jonobean
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@jonobean
Substance
@jonobean
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@jonobean
Story
@jonobean
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@jonobean
Simplicity
@jonobean
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@jonobean
Speed
@jonobean
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@jonobean
Purpose
@jonobean
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@jonobean
Education
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@jonobean
Experience
@jonobean
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@jonobean
88%of companies report undergoing a digital transformation
25%have mapped their digital customer journey and have a clear
understanding of new or underperforming digital touchpoints.
however, only
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@jonobean
80%of strategists surveyed report their companies are investing in improving
processes that expedite change to digital properties, such as websites,
mobile and social platforms.
46%aim to overhaul customer service to meet the expectations
of digital customers
however, only
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@jonobean@jonobean
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@jonobean
Concentrate on owned and
earned media
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Marriott wants to add
30,000 rooms in 2014.
We will add that in the
next two weeks.
– Brian Chesky, CEO Airbnb
”
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@jonobean
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@jonobean
WE ARE TRAVELLERS
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@jonobean
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@jonobean
700,000likes
50,000followers
28 millionpassengers
3.5 millionloyalty subscribers
100 millionweb visitors
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@jonobean
”I asked myself why I should spend money externally
in the magnitude I do now when I have all these
customers so close to me. Should I pay somebody
else to expose my messages, or should they pay me
to communicate on one of my platforms?”
Stefan HedeliusVP Marketing & Brand SAS
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@jonobean
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@jonobean
Bjornpilot28,800 followers (and
counting)
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@jonobean
Now let me introduce you to
Kerstin and #MynewsdeskNow
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@jonobean
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@jonobean
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@jonobean
NewsroomLanding Page
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@jonobean
Jerry Silfwer Maria Gustafsson Anders Lundkvist Anita Rissler Karin Zingmark
Ambassadors
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@jonobean
20,773newsroom views
83%desktop users
17%mobile users
Platform Consumption
#data&insights
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@jonobean
200m people
Earned Media Reach
#scale
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@jonobean
$5 million
Earned Media Value
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@jonobean
Sales Leads increased by 60%
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@jonobean
Purpose driven
story telling
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@jonobean
Owned and Earned
Content is key
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@jonobean
Agencies =
creativity + resources
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@jonobean
Realtime content
doesnt have to be
difficult
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@jonobean
Dare to try new
things
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@jonobean
A campaign is
not enough
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@jonobean
“Success is the ability to go from one failure to another without the loss of enthusiasm”
Winston Churchill
@jonobean
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@jonobean
We can’t stay married to
yesterday and we can’t be afraid
of tomorrow.
Eduardo ConradoSVP and Chief Innovation Officer Motorola
Solutions.
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@jonobean
Thank you!
@jonobean