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

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Rethinking Marketing: Earning vs. Buying Attention With Inbound Marketing

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

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