Post on 15-Jul-2015
@jonobean
Marketing’sNew Era
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”Right now, marketing as a function is at
an inflection point between what we’re
comfortable with, what we have
permission to do, and what’s possible.”Eduardo Conrado
SVP and Chief Innovation Officer Motorola Solutions.
@jonobean
We are in the trust business
… but trusted sources are changing
Online Search Engines 72%
Traditional Media 64%
Hybrid Media 63%
Social Media 59%
Owned Media 57%
@jonobean
And so are the people we trust online
53%
72%
70%
60%
My friends and family
An academic expert
Companies I use
Trusted
52%
A journalist
Employees of a company
Neutral
46%
45%
40%
34%
32%
A company CEO
A well-known online personality
Elected officials
Celebrities
Brands I don’t use
Distrusted
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Who tells your
story best?
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Increase Sales
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Cut Cost
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More Sunshine
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Science
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Substance
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Story
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Simplicity
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Speed
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Purpose
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Education
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Experience
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88%of companies report undergoing a digital transformation
25%have mapped their digital customer journey and have a clear
understanding of new or underperforming digital touchpoints.
however, only
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80%of strategists surveyed report their companies are investing in improving
processes that expedite change to digital properties, such as websites,
mobile and social platforms.
46%aim to overhaul customer service to meet the expectations
of digital customers
however, only
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Concentrate on owned and
earned media
Marriott wants to add
30,000 rooms in 2014.
We will add that in the
next two weeks.
– Brian Chesky, CEO Airbnb
”
@jonobean
@jonobean
WE ARE TRAVELLERS
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700,000likes
50,000followers
28 millionpassengers
3.5 millionloyalty subscribers
100 millionweb visitors
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”I asked myself why I should spend money externally
in the magnitude I do now when I have all these
customers so close to me. Should I pay somebody
else to expose my messages, or should they pay me
to communicate on one of my platforms?”
Stefan HedeliusVP Marketing & Brand SAS
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Bjornpilot28,800 followers (and
counting)
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Now let me introduce you to
Kerstin and #MynewsdeskNow
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NewsroomLanding Page
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Jerry Silfwer Maria Gustafsson Anders Lundkvist Anita Rissler Karin Zingmark
Ambassadors
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20,773newsroom views
83%desktop users
17%mobile users
Platform Consumption
#data&insights
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200m people
Earned Media Reach
#scale
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$5 million
Earned Media Value
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Sales Leads increased by 60%
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Purpose driven
story telling
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Owned and Earned
Content is key
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Agencies =
creativity + resources
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Realtime content
doesnt have to be
difficult
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Dare to try new
things
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A campaign is
not enough
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“Success is the ability to go from one failure to another without the loss of enthusiasm”
Winston Churchill
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@jonobean
We can’t stay married to
yesterday and we can’t be afraid
of tomorrow.
Eduardo ConradoSVP and Chief Innovation Officer Motorola
Solutions.
@jonobean
Thank you!
@jonobean