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PCAM: The New Marketing Paradigm - Moving From Push to Pull

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From the PCAM breakout session on 11/12/10 in Lansing

From the PCAM breakout session on 11/12/10 in Lansing

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  • http://www.marketingcharts.com/television/us-ad-spend-plunges-142-only-online-posts-growth-9424/tns-media-intelligence-percent-change-measured-ad-spending-q1-2009jpg/
  • According to Forrester’s five year forecast, Compound Annual Growth Rate (CAGR)
  • the Wall Street Journal reports.
  • http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090622005696&newsLang=en
  • http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090622005696&newsLang=en
  • http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-2011-cannibalizes-print-media-8272/sempo-radar-sem-seo-north-american-expenditures-26b-february-2009jpg/
  • http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-2011-cannibalizes-print-media-8272/sempo-radar-sem-seo-north-american-expenditures-26b-february-2009jpg/

PCAM: The New Marketing Paradigm - Moving From Push to Pull PCAM: The New Marketing Paradigm - Moving From Push to Pull Presentation Transcript

  • The New Marketing Paradigm:
    Moving from Push to Pull
    Kevin Krason
    CEO, Biznet Internet Solutions
  • Agenda
    Marketing Trends
    Inbound Marketing Defined
    Search Engine Marketing
    Content Marketing
    Social Media
  • Marketing Trends
  • Communication Paradigm Shift
    Smoke Signals
    Letters / Mail
    Telegraph
    Telephone
    Mobile Phone
    Email
    Online Community
    Technology continues to change the way humans communicate professionally and socially
  • Traditional Marketing…
  • Traditional Marketing is Dead
  • Change in Ad Spending by Medium2008 to 2009
    According to marketingcharts.com, “US Ad Spend Plunges 14.2%; Only Online Posts Growth”
  • Forecast: US Interactive Marketing Spend, 2009 to 2014
  • Digital spendingwill grow from 17% of U.S. ad industry revenue in 2008 to 25% by 2013.
  • David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.
    RohitBharagava: The real secret to great marketing is creating compelling and useful content.
    Brian Clark:
    Online, great content is effective advertising and smart marketers are the new media.
    Seth Godin: Content Marketing is the only marketing left.
    Top online marketing thought leaders stress the importance of Inbound Marketing
  • You Ought to Know Inbound Marketing
  • Outbound vs. Inbound Marketing
    Inbound Marketing is desired, impactful, targeted, and extremely cost effective.
  • Inbound Marketing is more Cost Effective
  • 65% of CMOs stated that in the current economic climate, it is easier to secure organizational “buy in”on new media/social media programs than it was one year ago.
    Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget
  • New media/social media channels are becoming more critical
    77%stated they will take on a greater focus in their overall interactive strategy
    “Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget.”
  • Search Engine Marketing(SEM)
  • Americans conducted 15.7 billion searches in August, 10.3 billion on Google
  • Search Marketing is Economical
  • Spending on SEM will reach $26 billion annually by 2013
  • SEM Growth Factors
    Growth driven by:
    • Increasing advertiser focus on accountability and ROI
    • Increase in small to mid-sized businesses using SEM
    • Greater consumer usage of search utilities
    • Better targeting and niche offerings
    • Increase in competition
  • Organic (SEO) vs. Sponsored (PPC)
  • Organic Search Ranking Factors:Content and Relevancy
    Keywords
    Page Rank
    Alexa Ranking
    Backlinks
  • Keyword Analysis
  • Google Page Rank
  • Alexa Ranking
    Alexa is owned by Amazon and tracks 40 million websites. These 40 million sites are ranked based on Alexa's ability to track visitors. Your site's Traffic Ranking number provides a guideline of how well your website is doing relative to others on the web. The lower the number the better.
  • Backlinks
    Backlinks are the number of links from other websites that are pointing to your website that the search engines has given your site credit for. This number will always be lower than the total links out in the digital marketplace.
  • Know Your Stats?
  • Organic Search Pros
    No cost-per-click on search engines
    Greater credibility
    Produces 75% of clicks resulting from search engines
  • Organic Search Cons
    No guarantee of link placement on search results page
    Limited keyword use, dependent on content
    Requires writing skill to properly incorporate terms
  • Pay-Per-Click Pros
    Tracking
    Instant results
    Real-time keyword changes
    Any budget
    Geo-demographic targets
  • PPC Cons
    Price of keywords
    Competition keyword use
    Determining which words to purchase
  • Technical Site Optimization (often called SEO)
    • Optimize each page with keywords
    Some places keywords are used:
    • Titles
    • Copywriting
    • Headers
    • Meta tags
    • Image tags
    • Site map
  • “Behind the Scenes” Optimization
  • Measuring Tools
    Website Traffic (Google Analytics)
    User Demographics (Quantcast)
    Search Results
    Page Rank (PR)
    Alexa Rank
    Backlinks
    Indexed Web Pages
  • Content Marketing
  • What is Content Marketing?
    The art of listening to your customers wants and needs and the science of delivering content to them in a compelling way.
  • Content Marketing Continued
    Developing and sharing relevant and valuable content to educate, earn trust, and engage customers with the objective of driving profitable actions
    • Creates thousands of links from external credible websites back to your website
    • Improves your website's reputation and credibility with search engines
    • Improves your rank on search engines
    • Presents you as a thought leader in your industry
    • Provides potential customers with value
    • Drive Website Traffic
    • Generate New Leads and Sales
  • Common Content Types
    • Videos
    • Articles
    • News Releases
    • PowerPoint Presentations
    • How-To's
    • White Papers
    • Wiki Material
    • Blog Posts
  • Content Marketing: Measuring Reach
    • 1 in 3 articles goes viral =Distributed to more than 10,000 sites
    • Impressions range from 0 to millions depending on publishing property
    • Website statistics will identify referral sources - can quantify resulting traffic
  • Content Marketing Program Elements: Measurement & Reporting
    Online brand mentions
    Breadth of content distribution
    Influence on Search Engines
    Impact on website traffic
    Website rankings
    Leads
    Sales
  • Content Marketing Example
    Biotivia.com has up-to-date press releases on their website. Each release contains a link to the Biotivia website. They also submit these press releases to distribution sites which increases their reach.
    This press release from Biotivia.com has been found on 26,500 pages. This means a link to the Biotivia website is on each of these pages.
    This press release has been found on 8,490 pages.
    Source: Google.com
  • Content Marketing Example
    Source: Google
    1,220 External Properties Linking Article to Product
  • This is the profile for the MonavieCorporate YouTube channel. They sell acai berry juice, a healthy antioxidant.
    There are 24,582 channel views, while each video posted has thousands of views each
    There are 1,207 subscribers to this channel
    A detailed About Me section and link to the website is included in the profile
    YouTube Example
  • Article Example
  • Social Media Marketing(SMM)
  • What is Social Media?
    Face to Face networking or Word-of-Mouth Marketingin a virtual world
  • What is Social Media?
    Engagement and relationship building with prospective customers in a virtual environment
    • Uses online tools to share and discuss information and experiences with others
    • Integrates technology and social interaction through words, pictures, videos and audio
    • Builds relationships and trust as users share stories and experiences
    • Usesconversations through networking to share experiences, links, and information about a company, product or service
    • Must provide value to be effective
  • What can Social mediado for you?
    Identify and create prospects
    Create brand awareness
    SEO via link building
    Public relations services
    Relationship and network building
    Establish thought leadership
    Create Business Leads
  • Social Media is for B2B and B2C
    Source: HubSpot State of Inbound Marketing Report
  • Social Media Tools
    • Blogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)
    • Wikis, & web office tools (Internal or public)
    • Social networks, (such as Facebook, MySpace, LinkedIn, etc)
    • Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)
    • Online photo sharing, (such as Flickr & PhotoBucket)
    • Podcasting/videocasting, (YouTube, iTunes, etc)
  • 50% of Social Media activity happens on properties you’ve never heard of.
  • Social Media: Quick Facts
    49% of social media (SM) users log on daily
    31% agree SM is more credible than ads
    61% research purchases with SM
    36% use SM for purchasing decisions
    40% are talking and learning from specific orgs
    25% of users “feel better” about companies using SM
    89% of users use SM more/same as last year
    Source: CNW Group and Leger Marketing
  • Social Media is a Key Driver in
    Brand Awareness and Affinity
  • Social Media: Measuring Reach
    • 75% of US Adults use Social Media
    • 70% of US online Adults are “spectators” of social media content
    • Each Social Media “creation” equates to 10+ quality impressions (ex. 1,000 engagements= 10,000 impressions)
  • Social Media:Internal & External Uses
    Social media tools built into the website to compliment, reinforce, and strengthen an online presence (blogs, forums, etc.)
    External websites which leverage social media tools (often exclusively) to communicate with others (Facebook, Twitter, LinkedIn, etc.)
  • Social Media Process
    Three phases of an end to end program:
    • Listening: Discovering real-time, relevant, impactful conversations
    • Measuring: Monitoring, analyzing and tracking those conversations
    • Engaging: Active dialog with customers and tracking/ tagging comments for further use
  • Before You Start SMM: Listen
    Listening is done in order to better understand how to engage niche target markets in sites that include public opinion such as:
    • Blogs, micro-blogs, life-streams
    • Forums, communities, wikis, niche networks
    • Over 50% of all online social media conversations are on small, niche platforms that only specialized tools can find
  • Social Media: Measurement & Reporting
    Social Media Engagements/Influence
    Online brand mentions
    Influence on Search Engines
    Impact on website traffic
    Website rankings
    Leads
    Sales
  • Choosing Your Properties
    • Know your market
    • Know the property’s functions
    • Appropriateness & etiquette
    • Legal limitations & liabilities
  • Engagement Example: Forums
    Source: http://www.abc-of-fitness.com forum
  • Engagement Example: Twitter
  • More Twitter Examples
    Twitter reveals many users discussing and sharing information about natural laundry products
    Source: Google
  • Facebook Opportunities
    There is a great opportunity on Facebook to engage in the health community.
  • Facebook Example
    The link to the website is prevalent
    48 likes after only 4 hours
    Positive comments
    This is an example of connecting with people via Facebook, provoking thought and driving traffic to a website
  • Maximizing Inbound Marketing:
    Search, Content and Social Media
    In order to effectively use inbound marketingyou must leverage multiple channels!
    Social Media
    Content
    Search
  • Questions?
  • Thank you!
    Kevin Krason
    kkrason@biznetis.net
    248.560.9000
    Twitter.com/kevinbiznet
    LinkedIn.com/in/kevinkrason