Anatomy of a Modern Marketer v2.0

THE ANATOMY OF A MODERN MARKETER v2.0

OPTUM | CREATING AWESOME MARKETING THURSDAY, MAY 29, 2014

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THIS IS JOSH.

HEADED TO KAUAI NEXT WEEK. CAN’T WAIT TO CHECK OUT @GRANDHYATTKAUAI!

PERSONAL EXAMPLES

PERSONAL EXAMPLES

PERSONAL EXAMPLES

MAHALO, JOSH #FTW THE EXPERIENCE WAS REMARKABLE

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IT’S NOT ABOUT BEING DIGITAL IT’S ABOUT BEING PURPOSEFUL

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WE BELIEVE .

WE EXIST TO .VALUES PURSUITS

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ORGANIZATIONS THRIVE WHEN THEIR PEOPLE HAVE A SHARED PURPOSE GUIDING THEIR WORK. IF THE ENTIRE WORLD HAD A SHARED PURPOSE, WHAT WOULD IT BE?~JACK DORSEY

PURPOSE-LED BRANDS HAVE AN INTUITIVE SENSE THEY’RE IN THE RIGHT PLACE AT THE RIGHT TIME

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MODERN MARKETERS GET THEM THERE THIS IS A PRESENTATION ABOUT HOW WE DO IT

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THE MODERN MARKETERDISRUPTS UNDERSERVED MARKETSWhile the traditional Four P’s provide a basic framework for creating a marketing strategy, the modern marketer obsesses over Two P’s: people and product. When the quality gap between people and product grows, so does the market opportunity.

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“I LOVE FIGURING OUT PEOPLE’S IRRATIONAL LOGIC OF THINGS.”~ MARK ADDICKS, CMO, GENERAL MILLS

THE MODERN MARKETERCO-CREATES IDEAS WITH COMMUNITIESThere is a big difference between creating something with people than there is creating something for people. With co-creation at the center of the modern marketing mindset, brands are able to become more empathetic and discover more meaningful ways to connect with people.

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“PUT GOOD IN THE WORLD AND GOOD THINGS WILL HAPPEN.”~ PAUL ISAKSON, FOUNDER, MAKEMATTER

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WHEN PEOPLE COME TOGETHER, ANYTHING IS POSSIBLE.

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THE MODERN MARKETERMAKES THE WEB SMALLEROld guard marketers are overwhelmed by the enormity of the web. Modern marketers thrive on its simple complexity. By making the web feel smaller, brands are able to create personalized, local and hyper-relevant solutions for people.

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“THE MOST DISTINCTIVE TRAIT OF THE INTERNET IS THAT IT CAN INDIVIDUALIZE EXPERIENCES AT SCALE.”

~ DON SMITHMIER, FOUNDER, GOKART LABS

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“CONTENT PROVIDERS OF THE FUTURE WILL THRIVE BY MAKING RELEVANT INFORMATION FIND THE USER, AS OPPOSED TO THE USER HAVING TO FIND THE INFORMATION RELEVANT TO THEM.”

~ SAM QUAYLE, SMASHING MAGAZINE

THE MODERN MARKETERAVOIDS CAMPAIGN IMPERMANENCEModern brand builders appreciate the art of brand action and value equity over short-term gain. By taking this approach, we lessen the importance of product or service newness and refocus our attention on how the brand’s purpose overlaps with what it’s doing.

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“UNDERSTANDING IMPERMANENCE IS THE TWIN SISTER OF UNDERSTANDING ART. ALL ART, AS WE’VE SEEN, BRINGS SOMETHING NEW INTO THE WORLD, BUT THAT NEWNESS CAN’T REMAIN, OR THERE WOULD BE NO ROOM FOR MORE ART. NEWNESS FADES.” ~ SETH GODIN

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THANKS.craigpladson.com craig.pladson@gmail.com pladdie.is/OptumAwesome