The Future Of Marketing

www.zealmedia.co.uk
The Traditional Method

www.zealmedia.co.uk
Zero Moment of Truth

www.zealmedia.co.uk
What does this mean to you?
• Where are you currently spending your time / budget
• Where should you be focussing your tim...
First Moment of Truth
• Your product / service
• Re-visit what it would be like to experience
your product for the first t...
Second Moment of Truth
• Word of mouth has always been important but
now it’s not referrals it’s creating someone elses
ZM...
Zero Moment of Truth
• Combination of Content Marketing, Organic
Promotion, PR and Social Media
• Ensuring that you have c...
Organic Promotion

Blogger
Outreach
Review
Give-away
Competition

Linkbuilding
Sponsored
post
Advertorial
Guest post
www.z...
Organic Promotion
Blogger
outreach

Brand
Buzz

Linkbuilding

Keyword
driven

Social
following

Website
stats

Natural
lin...
Link-building

www.zealmedia.co.uk
Organic Promotion

www.zealmedia.co.uk
Social Media

www.zealmedia.co.uk
Social Media
•

Since Google’s Penguin and Panda update
social signals are becoming more and more of
a ranking factor.
Spe...
Social Media
Management

Daily Posting

Campaigns

Community
Management

Advertising

Social Landscape

Content Research

...
Social Media
Research Influencers
Choose a Topic
Create Content
Distribute & Share Content
Measure & Track
www.zealmedia.c...
Without content none of it works...
Online PR

Email

Organic Promotion
Client Site

Social Media

Zeal
Content
Zeal

PR

...
What is Content?

www.zealmedia.co.uk
Consistency – BRAND marketing
• Marketing is so much more fragmented, the more fragmentation
that occurs the more importan...
10 things to do Today...
•
•
•
•
•
•
•
•
•
•

Mystery shop your own company / product
Visit / Revisit your brand and write...
Upcoming SlideShare
Loading in...5
×

The Future of Marketing by Jane Slimming

132

Published on

Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
132
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Future of Marketing by Jane Slimming

  1. 1. The Future Of Marketing www.zealmedia.co.uk
  2. 2. The Traditional Method www.zealmedia.co.uk
  3. 3. Zero Moment of Truth www.zealmedia.co.uk
  4. 4. What does this mean to you? • Where are you currently spending your time / budget • Where should you be focussing your time and budget? • Where are the biggest efficiencies? • Lets start at the beginning..... www.zealmedia.co.uk
  5. 5. First Moment of Truth • Your product / service • Re-visit what it would be like to experience your product for the first time • What is your shelf? Website? Phone Call? Meeting? Retail? www.zealmedia.co.uk
  6. 6. Second Moment of Truth • Word of mouth has always been important but now it’s not referrals it’s creating someone elses ZMOT • What is your CRM programme? • How are you getting the most out of your customers? • Are you asking them to work for you? • Are you satisfying their needs? www.zealmedia.co.uk
  7. 7. Zero Moment of Truth • Combination of Content Marketing, Organic Promotion, PR and Social Media • Ensuring that you have consistency in messaging and your product / Brand values are communicated at ALL touchpoints • This can be a new area to many.... www.zealmedia.co.uk
  8. 8. Organic Promotion Blogger Outreach Review Give-away Competition Linkbuilding Sponsored post Advertorial Guest post www.zealmedia.co.uk
  9. 9. Organic Promotion Blogger outreach Brand Buzz Linkbuilding Keyword driven Social following Website stats Natural links if any Link specific www.zealmedia.co.uk
  10. 10. Link-building www.zealmedia.co.uk
  11. 11. Organic Promotion www.zealmedia.co.uk
  12. 12. Social Media www.zealmedia.co.uk
  13. 13. Social Media • Since Google’s Penguin and Panda update social signals are becoming more and more of a ranking factor. Spearman’s rank correlation coefficient for SEO by Search Metrics • • • Fresh content for Google Increase in brand queries Increase in impressions on Google SERPs www.zealmedia.co.uk
  14. 14. Social Media Management Daily Posting Campaigns Community Management Advertising Social Landscape Content Research Strategy Customer Service Strategy Profile Designs Writing Posts Planning Crisis Management Ad Content Profile Layout Scheduling Posts Execution Sales Ad Placement Strategy Promotion Reporting www.zealmedia.co.uk
  15. 15. Social Media Research Influencers Choose a Topic Create Content Distribute & Share Content Measure & Track www.zealmedia.co.uk
  16. 16. Without content none of it works... Online PR Email Organic Promotion Client Site Social Media Zeal Content Zeal PR Client www.zealmedia.co.uk Zeal and Partners
  17. 17. What is Content? www.zealmedia.co.uk
  18. 18. Consistency – BRAND marketing • Marketing is so much more fragmented, the more fragmentation that occurs the more important brand becomes • This doesn’t have to be big budget, it can be kept simple • Produce some brand guidelines and stick to them, even if it’s not the easiest path to choose • Ensure all your collateral is branded • Ensure your brand communicates what you want it to www.zealmedia.co.uk
  19. 19. 10 things to do Today... • • • • • • • • • • Mystery shop your own company / product Visit / Revisit your brand and write some brand guidelines Go to your shelf and find out if it’s working for you Talk to your customers – the most cost effective way to start Listen to your customers – social monitoring will tell you a lot Look at your content and produce more Respond to negativity – what is your customer service like Google set up – Are you set up correctly? Visit your competitors Visit Google’s Zero of Moment of Truth www.zealmedia.co.uk
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×