WFA and We Are Social have been exploring the factors that define 'best practice marketing' in today’s connected age. Our conversations with more than 100 of the world’s top marketers revealed three critical factors that enable brands to become leaders in our increasingly digital world. In this presentation, we explain these factors - the new 3Ps of connected marketing - and provide examples and actionable next steps. The initiative is part of our Project Reconnect: www.project-reconnect.com
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Marketing in the Connected Age
1. @WFAReconnect • @wearesocialsg • 1WFA • We Are Social
MARKETING IN THE
CONNECTED AGE
SIMON KEMP • WFA • WE ARE SOCIAL • #PROJECTRECONNECT
SUCCEEDING IN A DIGITAL WORLD WITH A NEW MARKETING MIX
we
are
social
3. @WFAReconnect • @wearesocialsg • 3WFA • We Are Social
~ Will Gilroy, World Federation of Advertisers!
“
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.
FIND OUT MORE: PROJECT-RECONNECT.COM
9. @WFAReconnect • @wearesocialsg • 9WFA • We Are Social
RECURRING THEMES: THE 3 NEW PS
DON’T JUST MAKE
BETTER THINGS;
MAKE THINGS BETTER
USE YOUR BRAND’S
VALUES TO DELIVER
MEANINGFUL VALUE
PURPOSE PRINCIPLES
DON’T INTERRUPT
PEOPLE; ENGAGE
AND INVOLVE THEM
PARTICIPATION
11. @WFAReconnect • @wearesocialsg • 11WFA • We Are Social
It’s difficult to
differentiate a product
on a utilitarian basis in
a saturated market.
Steven Tannanson • @StevenTannanson
“
12. @WFAReconnect • @wearesocialsg • 12WFA • We Are Social
PRODUCT DIFFERENTIATION ALONE NO
LONGER OFFERS SUSTAINABLE ADVANTAGE
13. @WFAReconnect • @wearesocialsg • 13WFA • We Are Social
Today’s brands can’t
just sell ‘things’. They must
stand for something more.
Peter Firth • @PJFirth
“
14. @WFAReconnect • @wearesocialsg • 14WFA • We Are Social
TO SUCCEED IN THE FUTURE, BRANDS NEED
TO ENGAGE PEOPLE’S HEADS AND HEARTS
15. @WFAReconnect • @wearesocialsg • 15WFA • We Are Social
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
“
18. @WFAReconnect • @wearesocialsg • 18WFA • We Are Social
Consumers in countries
where consumerism is
advanced are craving
alternatives that make
them feel good.
David Armano • @armano
“
19. @WFAReconnect • @wearesocialsg • 19WFA • We Are Social
SOME BRANDS WITH A HIGHER PURPOSE
AGAINST ANIMAL
TESTING
A CLEANER
HOME AND A
CLEANER WORLD
THE BODY
SHOP
SEVENTH
GENERATION
ENVIRONMENTAL
AND SOCIETAL
RESPONSIBILITY
PATAGONIA
ONE-FOR-ONE
TOMS
20. @WFAReconnect • @wearesocialsg • 20WFA • We Are Social
WHEN MANAGED EFFECTIVELY, A BRAND’S
PURPOSE CAN TRANSCEND CATEGORIES
21. @WFAReconnect • @wearesocialsg • 21WFA • We Are Social
HOWEVER, A BRAND’S PURPOSE DOESN’T
NEED TO BE ABOUT SAVING THE WORLD
25. @WFAReconnect • @wearesocialsg • 25WFA • We Are Social
PEOPLE CONSISTENTLY CITE AUTHENTICITY
AS A CORE ELEMENT OF GREAT MARKETING
26. @WFAReconnect • @wearesocialsg • 26WFA • We Are Social
SOME VALUES-BASED BRANDS
INNOCENT
DRINKS
HONEST
TEA
BUFFER
BEN &
JERRY’S
27. @WFAReconnect • @wearesocialsg • 27WFA • We Are Social
MEANWHILE, MOST COMPLAINTS IN SOCIAL
MEDIA RELATE TO MISLEADING CLAIMS
28. @WFAReconnect • @wearesocialsg • 28WFA • We Are Social
PEOPLE AREN’T FOOLS; THEY SEE THROUGH
BRAND BRAVADO AND PROPAGANDA
29. @WFAReconnect • @wearesocialsg • 29WFA • We Are Social
I am convinced that
[brands] who keep to
their promises and avoid
“marketing bullshit” are
gaining preference.
Lydia van den Brink • @lydiaseabird
“
30. @WFAReconnect • @wearesocialsg • 30WFA • We Are Social
WHEN THE EMPEROR IS NAKED, IT DOESN’T
TAKE LONG FOR THE NEWS TO SPREAD
31. @WFAReconnect • @wearesocialsg • 31WFA • We Are Social
HOWEVER, IT SEEMS NO-ONE EXPECTS
BRANDS TO BE PERFECT ALL THE TIME
33. @WFAReconnect • @wearesocialsg • 33WFA • We Are Social
Johnson & Johnson’s
Tylenol recall was
transparent, and that
boosted confidence.
Jiunn Ngee • @watthesuck
“
34. @WFAReconnect • @wearesocialsg • 34WFA • We Are Social
THE WAY A BRAND DEALS WITH ITS ISSUES IS
MORE IMPORTANT THAN THE ACTUAL ISSUES
35. @WFAReconnect • @wearesocialsg • 35WFA • We Are Social
Transparency is most
critical, and has most
leverage – positive or
negative – at crisis points.
MFG • @mfg_i
“
36. @WFAReconnect • @wearesocialsg • 36WFA • We Are Social
CONSEQUENTLY, WHAT THE BRAND DOES IS
FAR MORE IMPORTANT THAN WHAT IT SAYS
37. @WFAReconnect • @wearesocialsg • 37WFA • We Are Social
[Great marketing] is
embodied in actions,
beyond statements.
Doing it, not just saying it.
Jakob Widerberg • @jwiderberg
“
38. @WFAReconnect • @wearesocialsg • 38WFA • We Are Social
THAT MAY SEEM OBVIOUS, BUT TOO MANY
BRANDS PRIORITISE CLAIMS OVER ACTION
39. @WFAReconnect • @wearesocialsg • 39WFA • We Are Social
Brands tend to ignore
what’s obvious and
authentic, [and instead
go for] what’s cool.
Wong Yi Wei • @lackadaisygirl
“
41. @WFAReconnect • @wearesocialsg • 41WFA • We Are Social
The best advertising
appeals to people’s
emotions and values.
Steven Tannason • @StevenTannason
“
42. @WFAReconnect • @wearesocialsg • 42WFA • We Are Social
THERE ARE MANY SIMILARITIES TO THE
TRAITS THAT DEFINE POPULAR PEOPLE
43. @WFAReconnect • @wearesocialsg • 43WFA • We Are Social
WE’VE ALREADY SEEN THE VALUE OF
TRANSPARENCY, SINCERITY AND INTEGRITY
44. @WFAReconnect • @wearesocialsg • 44WFA • We Are Social
HUMOUR: WE’RE HAPPY TO GIVE OUR
ATTENTION TO BRANDS THAT ENTERTAIN US
45. @WFAReconnect • @wearesocialsg • 45WFA • We Are Social
GENEROSITY: THE WILLINGNESS TO GIVE
BEFORE ASKING SOMETHING IN RETURN
46. @WFAReconnect • @wearesocialsg • 46WFA • We Are Social
Learning something
is the top motivator for
driving engagement.
Google
“
47. @WFAReconnect • @wearesocialsg • 47WFA • We Are Social
The depth of knowledge
that HubSpot shares
through their blog posts
adds a lot of value to me.
Arif Khan • @arifkhan7
“
52. @WFAReconnect • @wearesocialsg • 52WFA • We Are Social
TOO MUCH OF TODAY’S MARKETING IS
ABOUT GRABBING PEOPLE’S ATTENTION
53. @WFAReconnect • @wearesocialsg • 53WFA • We Are Social
BUT WE’RE CONFUSING ATTENTION WITH
ATTRACTION – “I’M AWARE” vs “I CARE”
VS
54. @WFAReconnect • @wearesocialsg • 54WFA • We Are Social
MARKETING’S TASK IS TO ENGAGE PEOPLE
WITH THE BRAND, NOT JUST ITS COMMS
55. @WFAReconnect • @wearesocialsg • 55WFA • We Are Social
The brand’s role is no
longer just to broadcast,
but to listen, participate
and inspire actions.
Juliet Chen • @julietchen
“
56. @WFAReconnect • @wearesocialsg • 56WFA • We Are Social
WE NEED TO THINK OF PEOPLE AS PART OF
OUR BRANDS, NOT AS OUR ‘CONSUMERS’
57. @WFAReconnect • @wearesocialsg • 57WFA • We Are Social
It’s all about making
people feel cherished –
establishing deeper, more
meaningful relationships.
Kelvin Ang • @9VARZ
“
60. @WFAReconnect • @wearesocialsg • 60WFA • We Are Social
EXAMPLES OF INCLUSIVE MARKETING
IDEASTORM MY STARBUCKS IDEA
DELL STARBUCKS
DO US A FLAVOUR
LAY’S
61. @WFAReconnect • @wearesocialsg • 61WFA • We Are Social
PEOPLE ARE MORE ENGAGED WHEN
THEY’RE ACTIVELY INVOLVED IN CREATION
62. @WFAReconnect • @wearesocialsg • 62WFA • We Are Social
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”
“
63. @WFAReconnect • @wearesocialsg • 63WFA • We Are Social
WE CAN NOW EVEN CO-OPT CONSUMERS
IN A BRAND’S VERY BIRTH AND INCEPTION
68. @WFAReconnect • @wearesocialsg • 68WFA • We Are Social
[great marketing] is
genuine, people-centric,
and showcases an actionable
cause by the company.
Geoffrey Yeow • @geoffyeow
“
69. @WFAReconnect • @wearesocialsg • 69WFA • We Are Social
ACTIONS FOR BETTER MARKETING
DON’T JUST MAKE
BETTER THINGS;
MAKE THINGS BETTER
USE YOUR BRAND’S
VALUES TO DELIVER
MEANINGFUL VALUE
PURPOSE PRINCIPLES
DON’T INTERRUPT
PEOPLE; ENGAGE
AND INVOLVE THEM
PARTICIPATION
70. @WFAReconnect • @wearesocialsg • 70WFA • We Are Social
WHAT DO YOU THINK DEFINES BEST PRACTICE
MARKETING IN TODAY’S CONNECTED WORLD?
73. Making Friends & Influencing People • 45We Are Social
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.
74. wearesocial.sg • @wearesocialsg • 233We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG