Laura Krajecki, Director of Human Experience Strategy, Starcom MediaVest Group

The Future of

Marketing:

Meaningful Human

Experiences

Realtime

Laura Krajecki

Chief Consumer Officer

Starcom Mediavest Group

moving from Sales to the

Service Industry

2

It’s Never Been Harder

to be a Marketer

Drowning in a sea

of confusion – data,

ideas

Harder to connect

with consumers

Rapidly changing

markets

3

It’s Never Been a More Dynamically

Creative Era to be a Marketer

4

Simplicity Meaning Real time

5

The brands that get it right will be

using simplified human

understanding to deliver

meaningful experiences to

people….real time.

6

Requires real-time

Sense & Respond Organizations

Evolution in capabilities, structure and roles

7

“the future does not fit

into the containers of the past”

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• Currency

• Conversation

• Content

• Community

4Cs drive Meaningful Human Experiences that drive your

business

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• How you make the brand be of

service to people

• The utility – usefulness – the

exchange provides

• Help, entertain, enable

Currency:

value exchange with

people

10

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Conversation:

Power the natural conversation

between people

• How people share the brands story

between one another & feedback with

the brand

• The energy the brand creates in the

community

• How content, ideas and information

MOVE

• Visible for ALL to see - Continuous

learning for the community and the

brand

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• Seamlessly across all channels

• What people search for, value and

spread

• Let people participate in the brand

story & react emotionally

Content:

how the brand shares its story

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Shared a “Canine Interest Story” on each Yellow Dog

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• A group united around a

purpose or brand

• Become a part of the tribe or

posse, join up!

• Activate, build, empower

communities

Community:

Join, build & power

people’s Communities

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4Cs drive human experiences that drive your business

4Cs• Currency

• Conversation

• Content

• Community

Today’s changing consumer

Meaningful human experiences

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Creating meaningful experiences for people

with your brands

Move from

Sales to Service

Mindset

Simplicity

+

Meaning

+

Real Time

Sense & Respond

Marketing

Organizations

Marketing of the Future Mandates

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Thank you