H2H is the New B2B
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H2H is the New B2B
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This presentation, delivered by Liya Sharif of Qualcomm Technologies, was part of "The Consumerization of B2B Marketing" event held May 21, 2015 in La Jolla, organized and hosted by SoCal BMA. We are living in an era where the lines of marketing are becoming blurrier and less defined. Channels are intersecting and cross-pollinating one with the other. Social media is blending our personal behavior with our professional one. When thinking of Qualcomm, you immediately think of it as a B2B brand. At the end of the day, Qualcomm's biggest customers have been OEM's. But when you properly understand what Qualcomm stands for, you then immediately realize that, one way or another, everyone gets impacted by it: Robotic, IOE, Connected home, wearable technology, automotive... Qualcomm is the essential accelerator of progress in mobile and, in today's world, everyone wants to get affected by progress. Brands are focusing less and less on targeting just consumers or just businesses. As a result of this new media landscape, audiences have blended and brands are now adding the notion of replacing B2B or B2C with H2H (human-to-human). It's becoming less about who your brand is or the message it is trying to send. The key to success these days is to 'speak more human'. Liya Sharif shared insights on how this concept applies to Qualcomm in a very relevant way.
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H2H is the New B2B
- ‹#› H2H is the New B2B Qualcomm Technologies Inc. Liya Sharif Sr. Director Marketing Global Brand @lsharif @Qualcomm @socalbma #socalbma
- ‹#› Why Wait™ 29+ years of driving the evolution of wireless communications Making wireless more personal, affordable and accessible World’s largest fabless semiconductor company S&P 100/ S&P 500/ Fortune 500 Currently, Qualcomm® semiconductors are products of Qualcomm Technologies, Inc. or its subsidiaries. #socalbma •
- ‹#› Smartphone: our most personal device ~106 Avg. number of daily app launches by US Android users ~75% 18-24 year olds reach for it immediately after waking up ~94% Use their device to look for local information ~79% Watch video on their device Sources: comScore custom research avg. over Q3’13 Nov.’13, IDC Mar ’13, Google May ’13 #socalbma •
- ‹#› The next generation mobile services in a hyper-connected world Mobile devices aware of the user and surroundings, connecting our digital and physical worlds Interacts With your surroundings Discovers Things relevant to you Senses Your environment and motion Learns Your preferences Filters For things relevant to you Knows You and what’s around you A Digital 6th Sense #socalbma •
- ‹#›‹#› Qualcomm’s first multi-media corporate brand campaign Positions Qualcomm as the “essential technology accelerator” Qualcomm invents and shares technologies at unprecedented speed and scale Targets tech thought leaders and influencers in mobile and adjacent categories #socalbma •
- ‹#›‹#› Tellers Doers Amplifiers Targets #socalbma •
- ‹#› Brand Anthem Videos #socalbma •
- ‹#› Print #socalbma •
- ‹#› • Qualcomm.com Homepage #socalbma •
- ‹#› • Why Wait Tumblr #socalbma •
- ‹#› • Qualcomm.com Landing page #socalbma •
- ‹#› Mobile is leading the 4K revolution Fueling a wave of user-generated content 500M4K phones* shipping annually by 2018 ~150M4K phones* sold in 2014 #socalbma • *Imaging phones Source: 150M/500M—Strategy Analytics, Apr. ’14 Third generation 4K processor 4K TV prices <$1,0004K from Netflix, Hulu, YouTube… #socalbma •
- ‹#› Snapdragon 4K video contest winner #socalbma •
- ‹#› For more information on Qualcomm, visit us at: www.qualcomm.com & www.qualcomm.com/blog Thank you © 2013-2015 Qualcomm Incorporated and/or its subsidiaries. All Rights Reserved. Qualcomm, MSM, and Snapdragon and Qualcomm RF360 are trademarks of Qualcomm Incorporated, registered in the United States and other countries. Snapdragon Sense, Zeroth and Kryo are trademarks of Qualcomm Incorporated. Other products and brand names may be trademarks or registered trademarks of their respective owners. References in this presentation to Qualcomm may mean Qualcomm Incorporated, Qualcomm Technologies, Inc., and/or other subsidiaries or business units within the Qualcomm corporate structure, as applicable. Qualcomm Incorporated includes Qualcomm’s licensing business, QTL, and the vast majority of its patent portfolio. Qualcomm Technologies, Inc., a wholly-owned subsidiary of Qualcomm Incorporated, operates, along with its subsidiaries, substantially all of Qualcomm’s engineering, research and development functions, and substantially all of its product and services businesses, including its semiconductor business, QCT. Follow us on: Liya Sharif Sr. Director Marketing Global Brand @lsharif @qualcomm @socalbma #socalbma #socalbma •
- ‹#› h"ps://www.linkedin.com/company/socalbma5 h"p://www.twi"er.com/socalbma55 h"p://www.slideshare.net/socalbma5 h"p://www.facebook.com/socalbma5 #socalbma •
- ‹#›#socalbma • Business Marketing Association, Southern California Chapter The Consumerization of B2B Marketing May 21, 2015 • La Jolla #socalbma •