Marketing 2.0: Harnessing the Cloud to Build a Sustainable Brand

Michael Mendenhall, CMO of HP gave the closing keynote presentation at The CMO Club Summit in San Francisco. He talked about the need to think globally with his presentation, "Marketing 2.0: Harnessing the Cloud to Build a Sustainable Brand."
Here's a summary of the points and statistics he brought up in the presentation.

Macro, Secular Forces

• By 2025 the worldwide population will grow 20% from 6.6 to 7.6 billion.
• In India, the number of people between 20 and 50 will grow 60%.
  
• The same time, the number of people under 40 will decrease about 28%.

The aging populations are going to need more services and support.

• Worldwide urban population is predicted to grow by 1 billion 2020.
• Cities are expanding by 60 million people annually. That's the equivalent of growing a Beijing every other month.
• Globalization has brought more people into the International economy especially in the middle class.

• About 20% of the world's 6.6 billion people are online.
• There are 4 billion wireless handheld devices in the world.
• Information doubles every 4 years. But digital content doubles every 18 months. Information or data that's not controlled is noise. If it's controlled, it's knowledge.

The greatest resource is innovation Effective delivery of innovation at the right time.

Marketing in the Cloud

• Personal: Customized engagement on a global scale
• Efficient: Accessible, sustainable services
• Social: The power of one to one, one to many, many to one, and many to many communications.

Examples at HP

You and You Contest: Invited people to create videos of how technology is playing a part in their life. They reached a global audience in a very personal way.

• 5 million video views
• 2/3rd between the ages 13-24
• 1/3rd outside of the U.S.
• 4,000 video submissions.

MagCloud: Efficient, democratized print publishing

• Print on demand = no waste
• Eliminates entire pieces of the supply chain
• Highly targeted advertising
• Recent partnerships with The Atlantic and Wikia

Cost is only 20 cents per page plus shipping. Can make orders as small as just one magazine.

DonorsChoose.org: Social media for social investment

• HP sponsored contest where bloggers and twitters are giving to their favorite schools.
  
• Accelerated participation through social networks and shareable widgets.
• 4,000 donors have raised $500K that will reach 100K students.

If you're looking to create a sustainable brand, social engagement allows you to be very personal. Sustainable brands help create sustainable societies.

For marketers, the cloud is the key to transforming challenges into opportunities.