#3
ALL MARKETING
MUST ADD VALUE
SIMON KEMP • we
are social • MARCH 2013
1
2
XT
CONTE
RAZZLE DAZZLE MARKETING
Too much marketing relies on elaborate
spectacle to attract audiences’ attention.
The result is a brand relationship that never
progresses beyond an initial pick-up line,
with an over-emphasis on short-term gains
instead of longer-term mutual value.
3
TODAY: MARKETING IS TOO FOCUSED
ON SHOUTING FOR ATTENTION
4
THE EVOLVING PARADIGM
!
VS
INTERRUPTION
INTERACTION
Buying media space
to interrupt people as
efficiently as possible
Harnessing contexts in
which to engage people
as effectively as possible
5
TOMORROW: MARKETING DELIVERS ENDURING VALUE
THROUGH EVERY INTERACTION, OR IS TOTALLY IGNORED
6
G
DIGGIN
R
DEEPE
FROM ADS TO ADDED VALUE
As marketing evolves to this added-value
model, so media must evolve too. The adfunded model will become irrelevant, and
publishers and content platforms will need
to rethink their business models in order to
deliver a more integral value proposition.
7
TO DO: ENGAGE PEOPLE AROUND THE THINGS THEY
CARE ABOUT – THINK PASSIONS, NOT PRODUCTS
8
FIND OUT MORE AT
WEARESOCIAL.SG
148
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 UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
WE ARE SOCIAL
@WEARESOCIALSG
+65 9146 5356
SAYHELLO@WEARESOCIAL.SG
WEARESOCIAL.SG