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Rethinking Marketing: Earning vs. Buying Attention With Inbound Marketing
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Rethinking Marketing: Earning vs. Buying Attention With Inbound Marketing

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Presentation given during the CMO Congress organized on May 31st, 2011 in Sopot, Poland

Presentation given during the CMO Congress organized on May 31st, 2011 in Sopot, Poland

Published in Business , News & Politics
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  • 1. rethinking marketing:earning vs buying attentionwith inbound marketingCMO Congress. Sopot, PolandApril 31st, 2011 Ivan Hernandez Inbound Marketing Strategy Director Brand New Heaven
  • 2. Photo by: Jacob Joaquin
  • 3. commitment
  • 4. why
  • 5. the world has changed
  • 6. 7
  • 7. 350million
  • 8. shift
  • 9. from masscommunications to masses ofcommunicators
  • 10. from prime time to real time
  • 11. we are connected at a level we have never been before
  • 12. “word of mouse”
  • 13. opportunity
  • 14. Houston, we have a problem! Photo by Euclid vanderKroew
  • 15. focus on therelationships, not thetechnologies
  • 16. people
  • 17. caring
  • 18. X
  • 19. meaningfulinteractions
  • 20. attention
  • 21. Xbuying
  • 22. earning
  • 23. outbound (“traditional”) marketing
  • 24. outbound marketing has become less effective at spreading the word as people get better atblocking these interruptions
  • 25. inboundmarketing
  • 26. creating content that providesreal value to your audiencegetting foundinteracting and developingrelationships with them
  • 27. 3
  • 28. content socialseo media
  • 29. content
  • 30. content is thefundamental elementthat attracts potential customers to your business
  • 31. the goal is to positionyour business not as aseller of ʻstuffʼ, but as a reliable and trusted source of information
  • 32. 4
  • 33. interesting
  • 34. educates
  • 35. consistent
  • 36. entertaining Photo by Perrenque
  • 37. shareable
  • 38. findable
  • 39. “you are no longer in themarketing department anymore ...now you are in the findabilitydepartment”Todd Defren
  • 40. ?
  • 41. search engines is where most of your customersbegin their buying process
  • 42. SEO
  • 43. creatingremarkable content
  • 44. “content is to Google whatbrains are to zombies”Todd Defren Photo by: DouG
  • 45. socialmedia
  • 46. social mediaamplifies the impact of your content
  • 47. clearbusinessobjectives
  • 48. aware, single repeat,nothing advocates no action action enthusiast Source: Jay Baer
  • 49. aware, single repeat, nothing advocates no action action enthusiastawareness increase sales increase loyalty Source: Jay Baer
  • 50. aware, single repeat, nothing advocates no action action enthusiastawareness increase sales increase loyalty Source: Jay Baer
  • 51. 95%
  • 52. paradigm shift from ... #(how many) to ? (who)
  • 53. engage
  • 54. final thought
  • 55. “if you have more money thanbrains, use outbound marketing.if you have more brains thanmoney, use inbound marketing”Guy Kawasaki
  • 56. with notinstead of
  • 57. outbound inbound“traditional” + marketing marketing
  • 58. integrate
  • 59. go on ...start a movement
  • 60. thank you!i.hernandez@brandnewheaven.pl