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.
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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
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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
