how digital and social media changed marketing

Agenda

1. Lay of the Land

2. The Digital World is Flat

3. Transparency Rules

4. The Accelerating World of Marketing

5. Things to Remember

1. Lay of the Land

How it used to be

Then this happened

Mobile eclipsing PC’s

‘Big Data’ is in the drivers seat

Advertising = ‘Content’

And when everything is Digital

Speed is Key

2. The Digital World is Flat

Brands look like consumers

Everyone competes for attention

People can create their own brands

Consumers can hijack your marketing

Consumers can hijack your marketing

And be as - if not more - influential than brands

The Digital World is Flat

Brands no longer in control of the message or the medium Communication has become democratized and decentralized The rules are always changing – what’s a brand to do?

3. Transparency Rules

Brands have to become human

Transparency starts at the top

And lives in social media

Product innovation shares brand ownership

Public customer service builds good will

Honesty as core to the message

Transparency necessitates purpose

It's important that companies stand for something other than just profitability

86%

*HAVAS Prosumer Research

Brands who do ‘good’ win

Consumers align to company missions

And follow corporate leaders who preach ‘good’

Being ‘good’ is good for business, too

Number of percentage points that the 50 Sustainability Leaders of the Fortune Global 1000 outperformed the rest

+16%

Business Performance & Sustainability

Transparency Rules

Brands need to evolve as the rules change Forgiveness and loyalty stem from honesty and openness Every brand has the opportunity to have a mission and

benefit from the new flat world

3. The Accelerating World of Marketing

An evolving consumer relationship

Making friends means being friendly

Comments about day to day things

Random thoughts and observationsWhat’s going on right now

Friendly messages

For brands, humanity requires a new model

All media moves faster, starting with TV

Campaigns aim for participation, not sales

Brand sites become real-time social hubs

Social commentary = always-on advertising

‘Big Data’ makes marketing basically instant

And can even predict consumer behavior

The Accelerating World of Marketing

Approach social like making friends, not selling stuff Re-structure to enable fast moving and cultural immersion Embrace data to inform and inspire everything

5. Things to Remember

If you only remember 5 things from this presentation

1. The inherited world of marketing is no longer

2. Humanize brands and products to engage with humans

3. Believe in something and profits will follow

4. Make consumers into friends with openness and honesty

5. Embrace ‘big data’ to boost speed and effectiveness

THANK YOU