The Future of

Marketing:
Meaningful Human
Experiences
Realtime

Laura Krajecki
Chief Consumer Officer
Starcom Mediavest Group
moving from Sales to the
Service Industry
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

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It’s Never Been a More Dynamically
Creative Era to be a Marketer

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Simplicity Meaning Real time

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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 6

 “the future does not fit
into the containers of the past”

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4Cs drive Meaningful Human Experiences that drive your
business

• Currency
• Conversation
• Content
• Community

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Currency:
value exchange with
people

• How you make the brand be of

service to people

• The utility – usefulness – the

exchange provides

• Help, entertain, enable

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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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 Content:
how the brand shares its story

• Seamlessly across all channels

• What people search for, value and

spread

• Let people participate in the brand

story & react emotionally

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Shared a “Canine Interest Story” on each Yellow Dog
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Community:
Join, build & power
people’s Communities

• A group united around a

purpose or brand

• Become a part of the tribe or

posse, join up!

• Activate, build, empower

communities

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4Cs drive human experiences that drive your business

Today’s changing consumer

• Currency

4Cs • Conversation
• Content
• Community

Meaningful human experiences

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Marketing of the Future Mandates

Creating meaningful experiences for people

with your brands

Move from Simplicity Sense & Respond

Sales to Service + Marketing
Mindset Meaning Organizations
+
Real Time

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Thank you

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