SlideShare a Scribd company logo
1 of 74
Download to read offline
awree social 
MARKETING IN THE 
CONNECTED AGE 
SUCCEEDING IN A DIGITAL WORLD WITH A NEW MARKETING MIX 
SIMON KEMP • WFA • WE ARE SOCIAL • #PROJECTRECONNECT 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 1
WFA • We Are Social @WFAReconnect • @wearesocialsg • 2
ABOUT PROJECT RECONNECT! 
Project Reconnect is an initiative led 
by the WFA to listen to what people 
really want from brands and marketing. 
We hope it gives marketers practical 
guidance to help ensure their behaviours 
reflect what people want and expect. 
~ Will Gilroy, World Federation of Advertisers! 
“ 
FIND OUT MORE: PROJECT-RECONNECT.COM 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 3
WFA • We Are Social @WFAReconnect • @wearesocialsg • 4
? 
WHAT WILL DEFINE BEST-PRACTICE 
MARKETING IN THE FUTURE? 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 5
WE ASKED INDUSTRY INFLUENCERS AND 
THEIR NETWORKS VIA SOCIAL MEDIA 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 6
ALL INPUTS WERE CONTRIBUTED BY 
THE GLOBAL MARKETING COMMUNITY 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 7
WFA • We Are Social @WFAReconnect • @wearesocialsg • 8
RECURRING THEMES: THE 3 NEW PS 
PURPOSE PRINCIPLES 
DON’T JUST MAKE 
BETTER THINGS; 
MAKE THINGS BETTER 
USE YOUR BRAND’S 
VALUES TO DELIVER 
MEANINGFUL VALUE 
PARTICIPATION 
DON’T INTERRUPT 
PEOPLE; ENGAGE 
AND INVOLVE THEM 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 9
#1 A PURPOSE 
IS MORE COMPELLING THAN! 
A PRODUCT 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 10
It’s difficult to 
“ 
differentiate a product 
on a utilitarian basis in 
a saturated market. 
Steven Tannanson • @StevenTannanson 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 11
PRODUCT DIFFERENTIATION ALONE NO 
LONGER OFFERS SUSTAINABLE ADVANTAGE 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 12
“ 
Today’s brands can’t 
just sell ‘things’. They must 
stand for something more. 
Peter Firth • @PJFirth 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 13
TO SUCCEED IN THE FUTURE, BRANDS NEED 
TO ENGAGE PEOPLE’S HEADS AND HEARTS 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 14
“ 
Value is not locked inside the 
product. If you define yourself 
by the product you make, you 
limit your purpose. Your purpose 
should be about maximising 
the value for the customer. 
Jakob Widerberg  • @jwiderberg 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 15
WE NEED TO MOVE FROM A PRODUCT 
PROPOSITION TO A BRAND PURPOSE 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 16
MAKE THINGS 
BETTER 
VS 
MAKE BETTER 
THINGS 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 17
Consumers in countries 
where consumerism is 
advanced are craving 
alternatives that make 
them feel good. 
David Armano  • @armano 
“ 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 18
SOME BRANDS WITH A HIGHER PURPOSE 
THE BODY 
SHOP 
AGAINST ANIMAL 
TESTING 
SEVENTH 
GENERATION 
A CLEANER 
HOME AND A 
CLEANER WORLD 
PATAGONIA 
ENVIRONMENTAL 
AND SOCIETAL 
RESPONSIBILITY 
TOMS 
ONE-FOR-ONE 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 19
WHEN MANAGED EFFECTIVELY, A BRAND’S 
PURPOSE CAN TRANSCEND CATEGORIES 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 20
HOWEVER, A BRAND’S PURPOSE DOESN’T 
NEED TO BE ABOUT SAVING THE WORLD 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 21
RED BULL: REDEFINING THE LIMITS 
OF PERCEIVED HUMAN POTENTIAL 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 22
GOLDIEBLOX: INSPIRING GIRLS 
TO EXPLORE BROADER HORIZONS 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 23
#2 
BRAND VALUES 
ARE MORE COMPELLING THAN! 
PRODUCT VALUE 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 24
PEOPLE CONSISTENTLY CITE AUTHENTICITY 
AS A CORE ELEMENT OF GREAT MARKETING 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 25
SOME VALUES-BASED BRANDS 
INNOCENT 
DRINKS 
HONEST 
TEA BUFFER BEN  
JERRY’S 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 26
MEANWHILE, MOST COMPLAINTS IN SOCIAL 
MEDIA RELATE TO MISLEADING CLAIMS 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 27
PEOPLE AREN’T FOOLS; THEY SEE THROUGH 
BRAND BRAVADO AND PROPAGANDA 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 28
“ 
I am convinced that 
[brands] who keep to 
their promises and avoid 
“marketing bullshit” are 
gaining preference. 
Lydia van den Brink  • @lydiaseabird 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 29
WHEN THE EMPEROR IS NAKED, IT DOESN’T 
TAKE LONG FOR THE NEWS TO SPREAD 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 30
HOWEVER, IT SEEMS NO-ONE EXPECTS 
BRANDS TO BE PERFECT ALL THE TIME 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 31
PEOPLE SEEM WILLING TO FORGIVE 
BRANDS WHO ADMIT THEIR MISTAKES 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 32
Johnson  Johnson’s 
Tylenol recall was 
transparent, and that 
boosted confidence. 
Jiunn Ngee  • @watthesuck 
“ 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 33
THE WAY A BRAND DEALS WITH ITS ISSUES IS 
MORE IMPORTANT THAN THE ACTUAL ISSUES 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 34
“ 
Transparency is most 
critical, and has most 
leverage – positive or 
negative – at crisis points. 
MFG  • @mfg_i 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 35
CONSEQUENTLY, WHAT THE BRAND DOES IS 
FAR MORE IMPORTANT THAN WHAT IT SAYS 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 36
“ 
[Great marketing] is 
embodied in actions, 
beyond statements. 
Doing it, not just saying it. 
Jakob Widerberg • @jwiderberg 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 37
THAT MAY SEEM OBVIOUS, BUT TOO MANY 
BRANDS PRIORITISE CLAIMS OVER ACTION 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 38
“ 
Brands tend to ignore 
what’s obvious and 
authentic, [and instead 
go for] what’s cool. 
Wong Yi Wei  • @lackadaisygirl 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 39
? 
SO HOW DO PEOPLE 
EXPECT BRANDS TO ACT? 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 40
“ 
The best advertising 
appeals to people’s 
emotions and values. 
Steven Tannason  • @StevenTannason 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 41
THERE ARE MANY SIMILARITIES TO THE 
TRAITS THAT DEFINE POPULAR PEOPLE 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 42
WE’VE ALREADY SEEN THE VALUE OF 
TRANSPARENCY, SINCERITY AND INTEGRITY 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 43
HUMOUR: WE’RE HAPPY TO GIVE OUR 
ATTENTION TO BRANDS THAT ENTERTAIN US 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 44
GENEROSITY: THE WILLINGNESS TO GIVE 
BEFORE ASKING SOMETHING IN RETURN 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 45
“ 
Learning something 
is the top motivator for 
driving engagement. 
Google 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 46
“ 
The depth of knowledge 
that HubSpot shares 
through their blog posts 
adds a lot of value to me. 
Arif Khan  • @arifkhan7 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 47
WFA • We Are Social @WFAReconnect • @wearesocialsg • 48
EMPATHY: THE ABILITY TO CONNECT WITH 
REAL PEOPLE AND ‘BEHAVE LIKE ONE OF US’ 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 49
VS 
BRAND BELIEFS ESTABLISH MORE ENDURING 
DIFFERENTIATION THAN PRODUCT BENEFITS 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 50
#3 
PARTICIPATION 
IS MORE EFFECTIVE THAN! 
PROMOTION 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 51
TOO MUCH OF TODAY’S MARKETING IS 
ABOUT GRABBING PEOPLE’S ATTENTION 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 52
VS 
BUT WE’RE CONFUSING ATTENTION WITH 
ATTRACTION – “I’M AWARE” vs “I CARE” 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 53
MARKETING’S TASK IS TO ENGAGE PEOPLE 
WITH THE BRAND, NOT JUST ITS COMMS 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 54
“ 
The brand’s role is no 
longer just to broadcast, 
but to listen, participate 
and inspire actions. 
Juliet Chen  • @julietchen 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 55
WE NEED TO THINK OF PEOPLE AS PART OF 
OUR BRANDS, NOT AS OUR ‘CONSUMERS’ 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 56
“ 
It’s all about making 
people feel cherished – 
establishing deeper, more 
meaningful relationships. 
Kelvin Ang • @9VARZ 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 57
MARKETING SHOULD CO-CREATE 
MUTUAL VALUE, NOT SIMPLY SELL STUFF 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 58
Sir John Hegarty “ 
I’ve always sought 
ideas that are inclusive. 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 59
EXAMPLES OF INCLUSIVE MARKETING 
DELL STARBUCKS 
IDEASTORM MY STARBUCKS IDEA 
LAY’S 
DO US A FLAVOUR 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 60
PEOPLE ARE MORE ENGAGED WHEN 
THEY’RE ACTIVELY INVOLVED IN CREATION 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 61
“ 
Labour increases people’s 
valuation of products, not 
just for those who profess 
an interest in “do-it-yourself” 
projects, but even for those 
who are relatively uninterested. 
Dan Ariely, “The IKEA Effect” 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 62
WE CAN NOW EVEN CO-OPT CONSUMERS 
IN A BRAND’S VERY BIRTH AND INCEPTION 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 63
CROWDFUNDING A BRAND’S INCEPTION 
KICKSTARTER INDIEGOGO 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 64
MAKE THINGS 
PEOPLE WANT 
VS 
MAKE PEOPLE 
WANT THINGS 
John Willshire • @willsh! 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 65
DEMOCRATIC BRANDS: OF THE PEOPLE, 
BY THE PEOPLE, FOR THE PEOPLE 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 66
CONCLUSION 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 67
“ 
[great marketing] is 
genuine, people-centric, 
and showcases an actionable 
cause by the company. 
Geoffrey Yeow  • @geoffyeow 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 68
ACTIONS FOR BETTER MARKETING 
PURPOSE PRINCIPLES 
DON’T JUST MAKE 
BETTER THINGS; 
MAKE THINGS BETTER 
USE YOUR BRAND’S 
VALUES TO DELIVER 
MEANINGFUL VALUE 
PARTICIPATION 
DON’T INTERRUPT 
PEOPLE; ENGAGE 
AND INVOLVE THEM 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 69
WHAT DO YOU THINK DEFINES BEST PRACTICE 
MARKETING IN TODAY’S CONNECTED WORLD? 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 70
SHARE YOUR THOUGHTS:! 
#PROJECTRECONNECT 
@WFARECONNECT 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 71
GET MORE TIPS AND INSIGHT: 
WEARESOCIAL.SG 
WFA • We Are Social @WFAReconnect • @wearesocialsg • 72
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. 
WE HELP BRANDS TO LISTEN TO, UNDERSTAND, 
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. 
WE’RE ALREADY HELPING MANY OF THE WORLD’S 
TOP BRANDS, INCLUDING ADIDAS, UNILEVER, 
DIAGEO, NESTLÉ, HEINZ, AND LVMH. 
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU 
TOO, CALL US ON +65 6423 1051, OR EMAIL 
US AT SAYHELLO@WEARESOCIAL.SG. 
FIND OUT MORE AT WEARESOCIAL.SG. 
We Are Social Making Friends  Influencing People • 45
WE ARE SOCIAL SINGAPORE 
SIMON KEMP, REGIONAL MANAGING PARTNER 
@WEARESOCIALSG 
SAYHELLO@WEARESOCIAL.SG 
+65 6423 1051 
HTTP://WEARESOCIAL.SG 
We Are Social wearesocial.sg • @wearesocialsg • 233

More Related Content

More from We Are Social Singapore

Facebook Engagement Insights & Benchmarks (v01)
Facebook Engagement Insights & Benchmarks (v01)Facebook Engagement Insights & Benchmarks (v01)
Facebook Engagement Insights & Benchmarks (v01)We Are Social Singapore
 
Digital in 2018: Q3 Global Digital Statshot
Digital in 2018: Q3 Global Digital StatshotDigital in 2018: Q3 Global Digital Statshot
Digital in 2018: Q3 Global Digital StatshotWe Are Social Singapore
 

More from We Are Social Singapore (20)

Facebook Engagement Insights & Benchmarks (v01)
Facebook Engagement Insights & Benchmarks (v01)Facebook Engagement Insights & Benchmarks (v01)
Facebook Engagement Insights & Benchmarks (v01)
 
Digital in 2018: Q3 Global Digital Statshot
Digital in 2018: Q3 Global Digital StatshotDigital in 2018: Q3 Global Digital Statshot
Digital in 2018: Q3 Global Digital Statshot
 
2018 Q2 Global Digital Statshot
2018 Q2 Global Digital Statshot2018 Q2 Global Digital Statshot
2018 Q2 Global Digital Statshot
 
Global Digital Statshot Q2 2017
Global Digital Statshot Q2 2017Global Digital Statshot Q2 2017
Global Digital Statshot Q2 2017
 
2017 Digital Yearbook
2017 Digital Yearbook2017 Digital Yearbook
2017 Digital Yearbook
 
Digital in 2017: Northern America
Digital in 2017: Northern AmericaDigital in 2017: Northern America
Digital in 2017: Northern America
 
Digital in 2017: Central America
Digital in 2017: Central AmericaDigital in 2017: Central America
Digital in 2017: Central America
 
Digital in 2017: The Caribbean
Digital in 2017: The CaribbeanDigital in 2017: The Caribbean
Digital in 2017: The Caribbean
 
Digital in 2017: South America
Digital in 2017: South AmericaDigital in 2017: South America
Digital in 2017: South America
 
Digital in 2017: Western Europe
Digital in 2017: Western EuropeDigital in 2017: Western Europe
Digital in 2017: Western Europe
 
Digital in 2017: Northern Europe
Digital in 2017: Northern EuropeDigital in 2017: Northern Europe
Digital in 2017: Northern Europe
 
Digital in 2017: Southern Europe
Digital in 2017: Southern EuropeDigital in 2017: Southern Europe
Digital in 2017: Southern Europe
 
Digital in 2017: Eastern Europe
Digital in 2017: Eastern EuropeDigital in 2017: Eastern Europe
Digital in 2017: Eastern Europe
 
Digital in 2017: Northern Africa
Digital in 2017: Northern AfricaDigital in 2017: Northern Africa
Digital in 2017: Northern Africa
 
Digital in 2017: Western Africa
Digital in 2017: Western AfricaDigital in 2017: Western Africa
Digital in 2017: Western Africa
 
Digital in 2017: Middle Africa
Digital in 2017: Middle AfricaDigital in 2017: Middle Africa
Digital in 2017: Middle Africa
 
Digital in 2017: Eastern Africa
Digital in 2017: Eastern AfricaDigital in 2017: Eastern Africa
Digital in 2017: Eastern Africa
 
Digital in 2017: Southern Africa
Digital in 2017: Southern AfricaDigital in 2017: Southern Africa
Digital in 2017: Southern Africa
 
Digital in 2017: Western Asia
Digital in 2017: Western AsiaDigital in 2017: Western Asia
Digital in 2017: Western Asia
 
Digital in 2017: Central Asia
Digital in 2017: Central AsiaDigital in 2017: Central Asia
Digital in 2017: Central Asia
 

Recently uploaded

TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023Social Samosa
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Resultspratikpriyadarshi222
 
Human vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfHuman vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfDawn Anderson MSc DigM
 
8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfoliogfrank8020
 
youth bundle Reawakening of life energy
youth bundle Reawakening of life  energyyouth bundle Reawakening of life  energy
youth bundle Reawakening of life energyquruxshamso21
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Jomer Gregorio
 
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-YTailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Yabhishekb63
 
SEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouSEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouMarianna Nakou
 
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBalmerLawrie
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotDimosMichailidis1
 
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPHWHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPHSara Moccand-Sayegh
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO PredictionsSearch Engine Journal
 
Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.VWO
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"Theoda Metcalf
 
Christopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBChristopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBchristopherstjean94
 
Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...SoftrickSolutions
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsVbout.com
 
Winning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaWinning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaAsh Nallawalla
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalorekapsesrishti
 
How to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdfHow to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdfBanyanbrain
 

Recently uploaded (20)

TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Results
 
Human vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfHuman vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdf
 
8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio
 
youth bundle Reawakening of life energy
youth bundle Reawakening of life  energyyouth bundle Reawakening of life  energy
youth bundle Reawakening of life energy
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024
 
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-YTailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
 
SEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouSEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna Nakou
 
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpot
 
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPHWHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions
 
Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
 
Christopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBChristopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMB
 
Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More Deals
 
Winning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaWinning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash Nallawalla
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalore
 
How to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdfHow to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdf
 

Marketing in the Connected Age

  • 1. awree social MARKETING IN THE CONNECTED AGE SUCCEEDING IN A DIGITAL WORLD WITH A NEW MARKETING MIX SIMON KEMP • WFA • WE ARE SOCIAL • #PROJECTRECONNECT WFA • We Are Social @WFAReconnect • @wearesocialsg • 1
  • 2. WFA • We Are Social @WFAReconnect • @wearesocialsg • 2
  • 3. ABOUT PROJECT RECONNECT! Project Reconnect is an initiative led by the WFA to listen to what people really want from brands and marketing. We hope it gives marketers practical guidance to help ensure their behaviours reflect what people want and expect. ~ Will Gilroy, World Federation of Advertisers! “ FIND OUT MORE: PROJECT-RECONNECT.COM WFA • We Are Social @WFAReconnect • @wearesocialsg • 3
  • 4. WFA • We Are Social @WFAReconnect • @wearesocialsg • 4
  • 5. ? WHAT WILL DEFINE BEST-PRACTICE MARKETING IN THE FUTURE? WFA • We Are Social @WFAReconnect • @wearesocialsg • 5
  • 6. WE ASKED INDUSTRY INFLUENCERS AND THEIR NETWORKS VIA SOCIAL MEDIA WFA • We Are Social @WFAReconnect • @wearesocialsg • 6
  • 7. ALL INPUTS WERE CONTRIBUTED BY THE GLOBAL MARKETING COMMUNITY WFA • We Are Social @WFAReconnect • @wearesocialsg • 7
  • 8. WFA • We Are Social @WFAReconnect • @wearesocialsg • 8
  • 9. RECURRING THEMES: THE 3 NEW PS PURPOSE PRINCIPLES DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE PARTICIPATION DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM WFA • We Are Social @WFAReconnect • @wearesocialsg • 9
  • 10. #1 A PURPOSE IS MORE COMPELLING THAN! A PRODUCT WFA • We Are Social @WFAReconnect • @wearesocialsg • 10
  • 11. It’s difficult to “ differentiate a product on a utilitarian basis in a saturated market. Steven Tannanson • @StevenTannanson WFA • We Are Social @WFAReconnect • @wearesocialsg • 11
  • 12. PRODUCT DIFFERENTIATION ALONE NO LONGER OFFERS SUSTAINABLE ADVANTAGE WFA • We Are Social @WFAReconnect • @wearesocialsg • 12
  • 13. “ Today’s brands can’t just sell ‘things’. They must stand for something more. Peter Firth • @PJFirth WFA • We Are Social @WFAReconnect • @wearesocialsg • 13
  • 14. TO SUCCEED IN THE FUTURE, BRANDS NEED TO ENGAGE PEOPLE’S HEADS AND HEARTS WFA • We Are Social @WFAReconnect • @wearesocialsg • 14
  • 15. “ Value is not locked inside the product. If you define yourself by the product you make, you limit your purpose. Your purpose should be about maximising the value for the customer. Jakob Widerberg • @jwiderberg WFA • We Are Social @WFAReconnect • @wearesocialsg • 15
  • 16. WE NEED TO MOVE FROM A PRODUCT PROPOSITION TO A BRAND PURPOSE WFA • We Are Social @WFAReconnect • @wearesocialsg • 16
  • 17. MAKE THINGS BETTER VS MAKE BETTER THINGS WFA • We Are Social @WFAReconnect • @wearesocialsg • 17
  • 18. Consumers in countries where consumerism is advanced are craving alternatives that make them feel good. David Armano • @armano “ WFA • We Are Social @WFAReconnect • @wearesocialsg • 18
  • 19. SOME BRANDS WITH A HIGHER PURPOSE THE BODY SHOP AGAINST ANIMAL TESTING SEVENTH GENERATION A CLEANER HOME AND A CLEANER WORLD PATAGONIA ENVIRONMENTAL AND SOCIETAL RESPONSIBILITY TOMS ONE-FOR-ONE WFA • We Are Social @WFAReconnect • @wearesocialsg • 19
  • 20. WHEN MANAGED EFFECTIVELY, A BRAND’S PURPOSE CAN TRANSCEND CATEGORIES WFA • We Are Social @WFAReconnect • @wearesocialsg • 20
  • 21. HOWEVER, A BRAND’S PURPOSE DOESN’T NEED TO BE ABOUT SAVING THE WORLD WFA • We Are Social @WFAReconnect • @wearesocialsg • 21
  • 22. RED BULL: REDEFINING THE LIMITS OF PERCEIVED HUMAN POTENTIAL WFA • We Are Social @WFAReconnect • @wearesocialsg • 22
  • 23. GOLDIEBLOX: INSPIRING GIRLS TO EXPLORE BROADER HORIZONS WFA • We Are Social @WFAReconnect • @wearesocialsg • 23
  • 24. #2 BRAND VALUES ARE MORE COMPELLING THAN! PRODUCT VALUE WFA • We Are Social @WFAReconnect • @wearesocialsg • 24
  • 25. PEOPLE CONSISTENTLY CITE AUTHENTICITY AS A CORE ELEMENT OF GREAT MARKETING WFA • We Are Social @WFAReconnect • @wearesocialsg • 25
  • 26. SOME VALUES-BASED BRANDS INNOCENT DRINKS HONEST TEA BUFFER BEN JERRY’S WFA • We Are Social @WFAReconnect • @wearesocialsg • 26
  • 27. MEANWHILE, MOST COMPLAINTS IN SOCIAL MEDIA RELATE TO MISLEADING CLAIMS WFA • We Are Social @WFAReconnect • @wearesocialsg • 27
  • 28. PEOPLE AREN’T FOOLS; THEY SEE THROUGH BRAND BRAVADO AND PROPAGANDA WFA • We Are Social @WFAReconnect • @wearesocialsg • 28
  • 29. “ I am convinced that [brands] who keep to their promises and avoid “marketing bullshit” are gaining preference. Lydia van den Brink • @lydiaseabird WFA • We Are Social @WFAReconnect • @wearesocialsg • 29
  • 30. WHEN THE EMPEROR IS NAKED, IT DOESN’T TAKE LONG FOR THE NEWS TO SPREAD WFA • We Are Social @WFAReconnect • @wearesocialsg • 30
  • 31. HOWEVER, IT SEEMS NO-ONE EXPECTS BRANDS TO BE PERFECT ALL THE TIME WFA • We Are Social @WFAReconnect • @wearesocialsg • 31
  • 32. PEOPLE SEEM WILLING TO FORGIVE BRANDS WHO ADMIT THEIR MISTAKES WFA • We Are Social @WFAReconnect • @wearesocialsg • 32
  • 33. Johnson Johnson’s Tylenol recall was transparent, and that boosted confidence. Jiunn Ngee • @watthesuck “ WFA • We Are Social @WFAReconnect • @wearesocialsg • 33
  • 34. THE WAY A BRAND DEALS WITH ITS ISSUES IS MORE IMPORTANT THAN THE ACTUAL ISSUES WFA • We Are Social @WFAReconnect • @wearesocialsg • 34
  • 35. “ Transparency is most critical, and has most leverage – positive or negative – at crisis points. MFG • @mfg_i WFA • We Are Social @WFAReconnect • @wearesocialsg • 35
  • 36. CONSEQUENTLY, WHAT THE BRAND DOES IS FAR MORE IMPORTANT THAN WHAT IT SAYS WFA • We Are Social @WFAReconnect • @wearesocialsg • 36
  • 37. “ [Great marketing] is embodied in actions, beyond statements. Doing it, not just saying it. Jakob Widerberg • @jwiderberg WFA • We Are Social @WFAReconnect • @wearesocialsg • 37
  • 38. THAT MAY SEEM OBVIOUS, BUT TOO MANY BRANDS PRIORITISE CLAIMS OVER ACTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 38
  • 39. “ Brands tend to ignore what’s obvious and authentic, [and instead go for] what’s cool. Wong Yi Wei • @lackadaisygirl WFA • We Are Social @WFAReconnect • @wearesocialsg • 39
  • 40. ? SO HOW DO PEOPLE EXPECT BRANDS TO ACT? WFA • We Are Social @WFAReconnect • @wearesocialsg • 40
  • 41. “ The best advertising appeals to people’s emotions and values. Steven Tannason • @StevenTannason WFA • We Are Social @WFAReconnect • @wearesocialsg • 41
  • 42. THERE ARE MANY SIMILARITIES TO THE TRAITS THAT DEFINE POPULAR PEOPLE WFA • We Are Social @WFAReconnect • @wearesocialsg • 42
  • 43. WE’VE ALREADY SEEN THE VALUE OF TRANSPARENCY, SINCERITY AND INTEGRITY WFA • We Are Social @WFAReconnect • @wearesocialsg • 43
  • 44. HUMOUR: WE’RE HAPPY TO GIVE OUR ATTENTION TO BRANDS THAT ENTERTAIN US WFA • We Are Social @WFAReconnect • @wearesocialsg • 44
  • 45. GENEROSITY: THE WILLINGNESS TO GIVE BEFORE ASKING SOMETHING IN RETURN WFA • We Are Social @WFAReconnect • @wearesocialsg • 45
  • 46. “ Learning something is the top motivator for driving engagement. Google WFA • We Are Social @WFAReconnect • @wearesocialsg • 46
  • 47. “ The depth of knowledge that HubSpot shares through their blog posts adds a lot of value to me. Arif Khan • @arifkhan7 WFA • We Are Social @WFAReconnect • @wearesocialsg • 47
  • 48. WFA • We Are Social @WFAReconnect • @wearesocialsg • 48
  • 49. EMPATHY: THE ABILITY TO CONNECT WITH REAL PEOPLE AND ‘BEHAVE LIKE ONE OF US’ WFA • We Are Social @WFAReconnect • @wearesocialsg • 49
  • 50. VS BRAND BELIEFS ESTABLISH MORE ENDURING DIFFERENTIATION THAN PRODUCT BENEFITS WFA • We Are Social @WFAReconnect • @wearesocialsg • 50
  • 51. #3 PARTICIPATION IS MORE EFFECTIVE THAN! PROMOTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 51
  • 52. TOO MUCH OF TODAY’S MARKETING IS ABOUT GRABBING PEOPLE’S ATTENTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 52
  • 53. VS BUT WE’RE CONFUSING ATTENTION WITH ATTRACTION – “I’M AWARE” vs “I CARE” WFA • We Are Social @WFAReconnect • @wearesocialsg • 53
  • 54. MARKETING’S TASK IS TO ENGAGE PEOPLE WITH THE BRAND, NOT JUST ITS COMMS WFA • We Are Social @WFAReconnect • @wearesocialsg • 54
  • 55. “ The brand’s role is no longer just to broadcast, but to listen, participate and inspire actions. Juliet Chen • @julietchen WFA • We Are Social @WFAReconnect • @wearesocialsg • 55
  • 56. WE NEED TO THINK OF PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’ WFA • We Are Social @WFAReconnect • @wearesocialsg • 56
  • 57. “ It’s all about making people feel cherished – establishing deeper, more meaningful relationships. Kelvin Ang • @9VARZ WFA • We Are Social @WFAReconnect • @wearesocialsg • 57
  • 58. MARKETING SHOULD CO-CREATE MUTUAL VALUE, NOT SIMPLY SELL STUFF WFA • We Are Social @WFAReconnect • @wearesocialsg • 58
  • 59. Sir John Hegarty “ I’ve always sought ideas that are inclusive. WFA • We Are Social @WFAReconnect • @wearesocialsg • 59
  • 60. EXAMPLES OF INCLUSIVE MARKETING DELL STARBUCKS IDEASTORM MY STARBUCKS IDEA LAY’S DO US A FLAVOUR WFA • We Are Social @WFAReconnect • @wearesocialsg • 60
  • 61. PEOPLE ARE MORE ENGAGED WHEN THEY’RE ACTIVELY INVOLVED IN CREATION WFA • We Are Social @WFAReconnect • @wearesocialsg • 61
  • 62. “ Labour increases people’s valuation of products, not just for those who profess an interest in “do-it-yourself” projects, but even for those who are relatively uninterested. Dan Ariely, “The IKEA Effect” WFA • We Are Social @WFAReconnect • @wearesocialsg • 62
  • 63. WE CAN NOW EVEN CO-OPT CONSUMERS IN A BRAND’S VERY BIRTH AND INCEPTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 63
  • 64. CROWDFUNDING A BRAND’S INCEPTION KICKSTARTER INDIEGOGO WFA • We Are Social @WFAReconnect • @wearesocialsg • 64
  • 65. MAKE THINGS PEOPLE WANT VS MAKE PEOPLE WANT THINGS John Willshire • @willsh! WFA • We Are Social @WFAReconnect • @wearesocialsg • 65
  • 66. DEMOCRATIC BRANDS: OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE WFA • We Are Social @WFAReconnect • @wearesocialsg • 66
  • 67. CONCLUSION WFA • We Are Social @WFAReconnect • @wearesocialsg • 67
  • 68. “ [great marketing] is genuine, people-centric, and showcases an actionable cause by the company. Geoffrey Yeow • @geoffyeow WFA • We Are Social @WFAReconnect • @wearesocialsg • 68
  • 69. ACTIONS FOR BETTER MARKETING PURPOSE PRINCIPLES DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE PARTICIPATION DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM WFA • We Are Social @WFAReconnect • @wearesocialsg • 69
  • 70. WHAT DO YOU THINK DEFINES BEST PRACTICE MARKETING IN TODAY’S CONNECTED WORLD? WFA • We Are Social @WFAReconnect • @wearesocialsg • 70
  • 71. SHARE YOUR THOUGHTS:! #PROJECTRECONNECT @WFARECONNECT WFA • We Are Social @WFAReconnect • @wearesocialsg • 71
  • 72. GET MORE TIPS AND INSIGHT: WEARESOCIAL.SG WFA • We Are Social @WFAReconnect • @wearesocialsg • 72
  • 73. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG. We Are Social Making Friends Influencing People • 45
  • 74. WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social wearesocial.sg • @wearesocialsg • 233