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
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
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
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
35. Thank you!
Ivan Hernandez
Strategic Development Advisor to the Management Board
www.greygroup.pl
ivan.hernandez@greygroup.pl
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