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

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

  • rethinking marketing:earning vs buying attentionwith inbound marketingCMO Congress. Sopot, PolandApril 31st, 2011 Ivan Hernandez Inbound Marketing Strategy Director Brand New Heaven
  • Photo by: Jacob Joaquin
  • commitment
  • why
  • the world has changed
  • 7
  • 350million
  • shift
  • from masscommunications to masses ofcommunicators
  • from prime time to real time
  • we are connected at a level we have never been before
  • “word of mouse”
  • opportunity
  • Houston, we have a problem! Photo by Euclid vanderKroew
  • focus on therelationships, not thetechnologies
  • people
  • caring
  • X
  • meaningfulinteractions
  • attention
  • Xbuying
  • earning
  • outbound (“traditional”) marketing
  • outbound marketing has become less effective at spreading the word as people get better atblocking these interruptions
  • inboundmarketing
  • creating content that providesreal value to your audiencegetting foundinteracting and developingrelationships with them
  • 3
  • content socialseo media
  • content
  • content is thefundamental elementthat attracts potential customers to your business
  • the goal is to positionyour business not as aseller of ʻstuffʼ, but as a reliable and trusted source of information
  • 4
  • interesting
  • educates
  • consistent
  • entertaining Photo by Perrenque
  • shareable
  • findable
  • “you are no longer in themarketing department anymore ...now you are in the findabilitydepartment”Todd Defren
  • ?
  • search engines is where most of your customersbegin their buying process
  • SEO
  • creatingremarkable content
  • “content is to Google whatbrains are to zombies”Todd Defren Photo by: DouG
  • socialmedia
  • social mediaamplifies the impact of your content
  • clearbusinessobjectives
  • aware, single repeat,nothing advocates no action action enthusiast Source: Jay Baer
  • aware, single repeat, nothing advocates no action action enthusiastawareness increase sales increase loyalty Source: Jay Baer
  • aware, single repeat, nothing advocates no action action enthusiastawareness increase sales increase loyalty Source: Jay Baer
  • 95%
  • paradigm shift from ... #(how many) to ? (who)
  • engage
  • final thought
  • “if you have more money thanbrains, use outbound marketing.if you have more brains thanmoney, use inbound marketing”Guy Kawasaki
  • with notinstead of
  • outbound inbound“traditional” + marketing marketing
  • integrate
  • go on ...start a movement
  • thank you!i.hernandez@brandnewheaven.pl