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Add value or go home! - Impacting people's lives with meaningful marketing

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Ivan Hernandez
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Add value or go home! impacting people’s lives with meaningful marketing Marketing 3.0 Conference Warsaw, Poland December 7th, 2011 Ivan Hernandez Strategic Development Advisor to the Management Board
making a marketing 3.0 = 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 Users = through digital media and technology 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
Thank you! 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

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Add value or go home! - Impacting people's lives with meaningful marketing

  • 1. Add value or go home! impacting people’s lives with meaningful marketing Marketing 3.0 Conference Warsaw, Poland December 7th, 2011 Ivan Hernandez Strategic Development Advisor to the Management Board
  • 2. making a marketing 3.0 = difference
  • 3. “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
  • 4. most people don’t like advertising BREAKING NEWS BREAKING NEWS BREAKING NEWS BREAKING NEWS
  • 5.
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  • 8. 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
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  • 17. Digital technology is the catalyst
  • 18. It’s not about new marketing or new media … It’s about marketing in a digitally enabled world
  • 19.
  • 20. “If you are not thinking about users, you’ll soon be out of business.” Aaron Shapiro, CEO HUGE
  • 21. anyone who interacts with a company Users = through digital media and technology Source: Aaron Shapiro
  • 22. “There is no such thing as an offline business. Every company must have a digital strategy to be succesful.” Aaron Shapiro, CEO HUGE
  • 24.
  • 25. 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
  • 27. • Online comparison shopping • Conducting research with search engines • Reading product reviews online • Visiting a brand’s website • Liking brands on social media platforms
  • 29. “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
  • 30. Download free eBook at: zeromomentoftruth.com
  • 31.
  • 32. challenge! Photo by: JerOmm
  • 35. Thank you! 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