trends in the connected world
DESCRIPTION
The rise of an empathic, digital civilisation and the impact for brands and businessTRANSCRIPT
TRENDSIN THE CONNECTED WORLD
WHAT WE’LL COVEROur Connected Society• 10min Film: The dawn of an empathic society• Human centric tech & brands
Principals of connection marketing (4Ps to 4Cs)
What drives connection?
Examples of Real World & Real Time marketing
OUR CONNECTED SOCIETY
THE DAWN OF AN EMPATHETIC CIVILIZATION
http://www.youtube.com/watch?v=l7AWnfFRc7g
2.0 SOCIETY, CULTURE AND COMMUNICATIONSFrom:Mass media society, mechanistic, top down and status quo led
2.0 SOCIETY, CULTURE AND COMMUNICATIONSTo:Networked society, natural, distributed, democratic and micro culture driven
TECHNOLOGY ENABLES CONNECTIONA sense of belonging and of being part of something greater than one’s self. This is a core human need. And is driven by empathy.
THE MANIFESTATION OF CONNECTION
Empathy
Conversation
Sharing
SupportParticipationCollaboration
Reciprocation
Engagement
CONNECTED BRANDS ARE HUMAN CENTRIC BRANDS“Society is at the heart of human existence.”
Increasingly peer to peer connection drives social structure
Brands need to put people, culture and society at the heart of their strategy in order to ensure connection and relevancy.
A brand is a badge, a promise, a symbol…that represents the product/service, the organization and it’s associated people, values and philosophy.
THE MISSION CENTRIC ENTERPRISEWhen an organization has a clear social mission, it’s role within society is clearly defined. The enterprise now has a mission, a purpose and a clear reason to choose.
What’s more the cost to the consumer is lowered, since the value is raised.
PRINCIPALS OF CONNECTION MARKETING
FROM MASS TO NICHE MARKETINGSince the advent of web culture we’ve seen a move from Mass Marketing principals, to Niche/Consumer Centric Marketing Principals
4Ps to 4CsProduct ConsumerPrice CostPlace ConveniencePromotion Communication
FROM PRODUCT CENTRIC TO CONSUMER CENTRICConsumer wants and needs inform product design
FROM PRICE TO COSTPrice is only a part of the total cost to satisfy a want or need.Cost = the total cost of ownership (Time, Conscience)
FROM PROMOTION TO COMMUNICATIONWhile Promotion is “manipulative” and from the seller.Communication is “co-operative” and from the buyer.
FROM PLACE TO CONVENIENCEMarketers should know how the target market prefers to buy, how to be there and be ubiquitous. Creating – “convenience to buy”. Consider the entire customer journey.
DRIVING CONNECTION
INTEGRITY CREATES A SOLID BASE OF IDENTITY
Who you are
Who you think you are
Who others think you are
Behaviour
Attitudes
Values
HAVING AN ETHICAL PURPOSE GIVES A CLEAR SOCIAL ROLE
TRANSPARENCY & ACCOUNTABILITY
THE POWER OF EMOTION
ENHANCING OUR INHERENT TRIBAL NATURE
CO CREATION & EMPOWERMENT
EMBEDDING RITUAL INTO BRAND BASED BEHAVIORS
DEVELOPING COHERENT BRAND NARRATIVE
ARRESTING REAL WORLD ENGAGEMENT
REAL TIME MARKETING
SOCIAL ORGANIZATIONAL STRUCTURESGetting ready and empowered for real time marketing
REAL TIME MARKETING
Participation
Connection
Engagement
Data Management
Intelligence
Optimization
Real Time
AT&T’S SEPT 11TH ANNIVERSARY POST
THE SUN CELEBRATES THE BIRTH OF PRINCE GEORGE
NASA’S REAL TIME NEWS MAKING TWEETS FROM MARS
BRAND ON BRAND REAL TIME BANTER
SMART CAR’S REAL TIME COMEBACK
REAL WORLD MARKETING
REALITY CRAVING
BRANDED EVENTS: DEEP, MEMORABLE ENGAGEMENT
OFFLINE CAN THEN REVERBERATE ONLINE
AUGMENTING RETAIL
GEO SPECIFIC MARKETING
STARBUCKS & O2 DELIVER GEO TARGETED COUPONS
LOCATION BASED BANNERS ON WEATHER APP
COKE’S PERSONALISED BILLBOARDS
THANK YOU!