1. Add value or go home!
impacting people’s lives with meaningful marketing
Marketing 3.0 Conference
Warsaw, Poland
December 7th, 2011
Ivan Hernandez
Strategic Development Advisor to the Management Board

2. making a
marketing 3.0 =
difference

3. “We’re entering an era of reciprocity. We now have to
engage people in a way that’s useful or helpful to their lives.
The consumer is looking to satisfy their needs and we have
to be there to help them with that. To put it another way:
How can we exchange value instead of just sending a
message?”
Kim Kadlec, VP Global Marketing Group
Johnson & Johnson

4. most people don’t like advertising
BREAKING NEWS BREAKING NEWS BREAKING NEWS BREAKING NEWS

7. meaningful
marketing

8. Marketing with meaning has two consistent traits:
1. Marketing that people choose to engage with
2. Marketing that itself improves people’s lives
Bob Gilbreath, Chief Strategy Officer
Possible Worldwide

17. Digital technology is the catalyst

18. It’s not about new
marketing or new media …
It’s about marketing in a
digitally enabled world

20. “If you are not thinking about users, you’ll
soon be out of business.”
Aaron Shapiro, CEO
HUGE

21. anyone who interacts with a company
Users =
through digital media and technology
Source: Aaron Shapiro

22. “There is no such thing as an offline business.
Every company must have a digital strategy to
be succesful.”
Aaron Shapiro, CEO
HUGE

23. Source: Google

25. ZMOT is that moment when you grab
your laptop, mobile phone or some
other wired device and start learning
about a product or service you are
thinking about trying or buying
Source: Google

26. Source: Google

27. • Online comparison shopping
• Conducting research with search engines
• Reading product reviews online
• Visiting a brand’s website
• Liking brands on social media platforms

28. Source: Google

29. “If you are not visible online when people are doing their
homework, believe me, they’ll find others who are.
Grandma searches online for “how do I know when the
turkey’s done?” If turkey is your business, you’d better be
there with a helpful answer (and maybe a demonstration,
or a coupon or a stuffing recipe).”
Jim Lecinski, MD U.S. Sales & Service
Google

30. Download free eBook at: zeromomentoftruth.com

32. challenge!
Photo by: JerOmm

33. Source: Aaron Shapiro

34. Source: Google

35. Thank you!
Ivan Hernandez
Strategic Development Advisor to the Management Board
www.greygroup.pl
ivan.hernandez@greygroup.pl
twitter.com/IvanHernandez_
linkedin.com/in/ivanhernandez
slideshare.net/ivanohernandez
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