Marketing in the Connected Age

@WFAReconnect • @wearesocialsg • 1 WFA • 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

@WFAReconnect • @wearesocialsg • 2 WFA • We Are Social

@WFAReconnect • @wearesocialsg • 3 WFA • 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

@WFAReconnect • @wearesocialsg • 4 WFA • We Are Social

@WFAReconnect • @wearesocialsg • 5 WFA • We Are Social

WHAT WILL DEFINE BEST-PRACTICE MARKETING IN THE FUTURE?

?

@WFAReconnect • @wearesocialsg • 6 WFA • We Are Social

WE ASKED INDUSTRY INFLUENCERS AND THEIR NETWORKS VIA SOCIAL MEDIA

@WFAReconnect • @wearesocialsg • 7 WFA • We Are Social

ALL INPUTS WERE CONTRIBUTED BY THE GLOBAL MARKETING COMMUNITY

@WFAReconnect • @wearesocialsg • 8 WFA • We Are Social

@WFAReconnect • @wearesocialsg • 9 WFA • 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

@WFAReconnect • @wearesocialsg • 10 WFA • We Are Social

#1 A PURPOSE A PRODUCT IS MORE COMPELLING THAN!

@WFAReconnect • @wearesocialsg • 11 WFA • We Are Social

It’s difficult to differentiate a product on a utilitarian basis in

a saturated market. Steven Tannanson • @StevenTannanson

“

@WFAReconnect • @wearesocialsg • 12 WFA • We Are Social

PRODUCT DIFFERENTIATION ALONE NO LONGER OFFERS SUSTAINABLE ADVANTAGE

@WFAReconnect • @wearesocialsg • 13 WFA • We Are Social

Today’s brands can’t just sell ‘things’. They must stand for something more.

Peter Firth • @PJFirth

“

@WFAReconnect • @wearesocialsg • 14 WFA • We Are Social

TO SUCCEED IN THE FUTURE, BRANDS NEED TO ENGAGE PEOPLE’S HEADS AND HEARTS

@WFAReconnect • @wearesocialsg • 15 WFA • 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

“

@WFAReconnect • @wearesocialsg • 16 WFA • We Are Social

WE NEED TO MOVE FROM A PRODUCT PROPOSITION TO A BRAND PURPOSE

@WFAReconnect • @wearesocialsg • 17 WFA • We Are Social

MAKE THINGS BETTER

MAKE BETTER

THINGS

VS

@WFAReconnect • @wearesocialsg • 18 WFA • We Are Social

Consumers in countries where consumerism is advanced are craving alternatives that make

them feel good. David Armano � • @armano

“

@WFAReconnect • @wearesocialsg • 19 WFA • 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

@WFAReconnect • @wearesocialsg • 20 WFA • We Are Social

WHEN MANAGED EFFECTIVELY, A BRAND’S PURPOSE CAN TRANSCEND CATEGORIES

@WFAReconnect • @wearesocialsg • 21 WFA • We Are Social

HOWEVER, A BRAND’S PURPOSE DOESN’T NEED TO BE ABOUT SAVING THE WORLD

@WFAReconnect • @wearesocialsg • 22 WFA • We Are Social

RED BULL: REDEFINING THE LIMITS OF PERCEIVED HUMAN POTENTIAL

@WFAReconnect • @wearesocialsg • 23 WFA • We Are Social

GOLDIEBLOX: INSPIRING GIRLS TO EXPLORE BROADER HORIZONS

@WFAReconnect • @wearesocialsg • 24 WFA • We Are Social

#2 BRAND VALUES

PRODUCT VALUE ARE MORE COMPELLING THAN!

@WFAReconnect • @wearesocialsg • 25 WFA • We Are Social

PEOPLE CONSISTENTLY CITE AUTHENTICITY AS A CORE ELEMENT OF GREAT MARKETING

@WFAReconnect • @wearesocialsg • 26 WFA • We Are Social

SOME VALUES-BASED BRANDS

INNOCENT DRINKS

HONEST TEA BUFFER BEN &

JERRY’S

@WFAReconnect • @wearesocialsg • 27 WFA • We Are Social

MEANWHILE, MOST COMPLAINTS IN SOCIAL MEDIA RELATE TO MISLEADING CLAIMS

@WFAReconnect • @wearesocialsg • 28 WFA • We Are Social

PEOPLE AREN’T FOOLS; THEY SEE THROUGH BRAND BRAVADO AND PROPAGANDA

@WFAReconnect • @wearesocialsg • 29 WFA • 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

“

@WFAReconnect • @wearesocialsg • 30 WFA • We Are Social

WHEN THE EMPEROR IS NAKED, IT DOESN’T TAKE LONG FOR THE NEWS TO SPREAD

@WFAReconnect • @wearesocialsg • 31 WFA • We Are Social

HOWEVER, IT SEEMS NO-ONE EXPECTS BRANDS TO BE PERFECT ALL THE TIME

@WFAReconnect • @wearesocialsg • 32 WFA • We Are Social

PEOPLE SEEM WILLING TO FORGIVE BRANDS WHO ADMIT THEIR MISTAKES

@WFAReconnect • @wearesocialsg • 33 WFA • We Are Social

Johnson & Johnson’s Tylenol recall was

transparent, and that boosted confidence.

Jiunn Ngee � • @watthesuck

“

@WFAReconnect • @wearesocialsg • 34 WFA • We Are Social

THE WAY A BRAND DEALS WITH ITS ISSUES IS MORE IMPORTANT THAN THE ACTUAL ISSUES

@WFAReconnect • @wearesocialsg • 35 WFA • We Are Social

Transparency is most critical, and has most leverage – positive or

negative – at crisis points. MFG � • @mfg_i

“

@WFAReconnect • @wearesocialsg • 36 WFA • We Are Social

CONSEQUENTLY, WHAT THE BRAND DOES IS FAR MORE IMPORTANT THAN WHAT IT SAYS

@WFAReconnect • @wearesocialsg • 37 WFA • We Are Social

[Great marketing] is embodied in actions, beyond statements.

Doing it, not just saying it. Jakob Widerberg • �@jwiderberg

“

@WFAReconnect • @wearesocialsg • 38 WFA • We Are Social

THAT MAY SEEM OBVIOUS, BUT TOO MANY BRANDS PRIORITISE CLAIMS OVER ACTION

@WFAReconnect • @wearesocialsg • 39 WFA • We Are Social

Brands tend to ignore what’s obvious and

authentic, [and instead go for] what’s cool.

Wong Yi Wei � • @lackadaisygirl

“

@WFAReconnect • @wearesocialsg • 40 WFA • We Are Social

SO HOW DO PEOPLE EXPECT BRANDS TO ACT?

?

@WFAReconnect • @wearesocialsg • 41 WFA • We Are Social

The best advertising appeals to people’s

emotions and values. Steven Tannason � • @StevenTannason

“

@WFAReconnect • @wearesocialsg • 42 WFA • We Are Social

THERE ARE MANY SIMILARITIES TO THE TRAITS THAT DEFINE POPULAR PEOPLE

@WFAReconnect • @wearesocialsg • 43 WFA • We Are Social

WE’VE ALREADY SEEN THE VALUE OF TRANSPARENCY, SINCERITY AND INTEGRITY

@WFAReconnect • @wearesocialsg • 44 WFA • We Are Social

HUMOUR: WE’RE HAPPY TO GIVE OUR ATTENTION TO BRANDS THAT ENTERTAIN US

@WFAReconnect • @wearesocialsg • 45 WFA • We Are Social

GENEROSITY: THE WILLINGNESS TO GIVE BEFORE ASKING SOMETHING IN RETURN

@WFAReconnect • @wearesocialsg • 46 WFA • We Are Social

Learning something is the top motivator for driving engagement.

Google

“

@WFAReconnect • @wearesocialsg • 47 WFA • We Are Social

The depth of knowledge that HubSpot shares

through their blog posts adds a lot of value to me.

Arif Khan � • @arifkhan7

“

@WFAReconnect • @wearesocialsg • 48 WFA • We Are Social

@WFAReconnect • @wearesocialsg • 49 WFA • We Are Social

EMPATHY: THE ABILITY TO CONNECT WITH REAL PEOPLE AND ‘BEHAVE LIKE ONE OF US’

@WFAReconnect • @wearesocialsg • 50 WFA • We Are Social

BRAND BELIEFS ESTABLISH MORE ENDURING DIFFERENTIATION THAN PRODUCT BENEFITS

VS

@WFAReconnect • @wearesocialsg • 51 WFA • We Are Social

#3 PARTICIPATION

PROMOTION IS MORE EFFECTIVE THAN!

@WFAReconnect • @wearesocialsg • 52 WFA • We Are Social

TOO MUCH OF TODAY’S MARKETING IS ABOUT GRABBING PEOPLE’S ATTENTION

@WFAReconnect • @wearesocialsg • 53 WFA • We Are Social

BUT WE’RE CONFUSING ATTENTION WITH ATTRACTION – “I’M AWARE” vs “I CARE”

VS

@WFAReconnect • @wearesocialsg • 54 WFA • We Are Social

MARKETING’S TASK IS TO ENGAGE PEOPLE WITH THE BRAND, NOT JUST ITS COMMS

@WFAReconnect • @wearesocialsg • 55 WFA • We Are Social

The brand’s role is no longer just to broadcast, but to listen, participate

and inspire actions. Juliet Chen � • @julietchen

“

@WFAReconnect • @wearesocialsg • 56 WFA • We Are Social

WE NEED TO THINK OF PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’

@WFAReconnect • @wearesocialsg • 57 WFA • We Are Social

It’s all about making people feel cherished –

establishing deeper, more meaningful relationships.

Kelvin Ang • @9VARZ

“

@WFAReconnect • @wearesocialsg • 58 WFA • We Are Social

MARKETING SHOULD CO-CREATE MUTUAL VALUE, NOT SIMPLY SELL STUFF

@WFAReconnect • @wearesocialsg • 59 WFA • We Are Social

I’ve always sought ideas that are inclusive.

Sir John Hegarty “

@WFAReconnect • @wearesocialsg • 60 WFA • We Are Social

EXAMPLES OF INCLUSIVE MARKETING

IDEASTORM MY STARBUCKS IDEA

DELL STARBUCKS DO US A FLAVOUR

LAY’S

@WFAReconnect • @wearesocialsg • 61 WFA • We Are Social

PEOPLE ARE MORE ENGAGED WHEN THEY’RE ACTIVELY INVOLVED IN CREATION

@WFAReconnect • @wearesocialsg • 62 WFA • 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”

“

@WFAReconnect • @wearesocialsg • 63 WFA • We Are Social

WE CAN NOW EVEN CO-OPT CONSUMERS IN A BRAND’S VERY BIRTH AND INCEPTION

@WFAReconnect • @wearesocialsg • 64 WFA • We Are Social

CROWDFUNDING A BRAND’S INCEPTION

KICKSTARTER INDIEGOGO

@WFAReconnect • @wearesocialsg • 65 WFA • We Are Social

MAKE THINGS PEOPLE WANT

MAKE PEOPLE WANT THINGS

VS

John Willshire • @willsh!

@WFAReconnect • @wearesocialsg • 66 WFA • We Are Social

DEMOCRATIC BRANDS: OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE

@WFAReconnect • @wearesocialsg • 67 WFA • We Are Social

CONCLUSION

@WFAReconnect • @wearesocialsg • 68 WFA • We Are Social

[great marketing] is genuine, people-centric,

and showcases an actionable cause by the company.

Geoffrey Yeow � • @geoffyeow

“

@WFAReconnect • @wearesocialsg • 69 WFA • 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

@WFAReconnect • @wearesocialsg • 70 WFA • We Are Social

WHAT DO YOU THINK DEFINES BEST PRACTICE MARKETING IN TODAY’S CONNECTED WORLD?

@WFAReconnect • @wearesocialsg • 71 WFA • We Are Social

#PROJECTRECONNECT @WFARECONNECT

SHARE YOUR THOUGHTS:!

@WFAReconnect • @wearesocialsg • 72 WFA • We Are Social

GET MORE TIPS AND INSIGHT: WEARESOCIAL.SG

Making Friends & Influencing People • 45 We 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.

wearesocial.sg • @wearesocialsg • 233 We Are Social

WE ARE SOCIAL SINGAPORE

SIMON KEMP, REGIONAL MANAGING PARTNER

@WEARESOCIALSG

SAYHELLO@WEARESOCIAL.SG

+65 6423 1051

HTTP://WEARESOCIAL.SG