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
Technolo...
Traditional Marketing…
Traditional Marketing is Dead
Change in Ad Spending by Medium
2008 to 2009
Media Type % Change
Television -9.7%
Magazine -20.5%
Newspaper -25.5%
Interne...
Forecast: US Interactive Marketing
Spend, 2009 to 2014
Digital spending will
grow from 17% of U.S.
ad industry revenue in
2008 to 25% by 2013.
Top online marketing thought leaders stress
the importance of Inbound Marketing
Seth Godin: Content
Marketing is the only
...
You Ought to Know Inbound
Marketing
Outbound vs. Inbound Marketing
OUTBOUND (Push) INBOUND (Pull)
Telemarketing Search Marketing
Trade Shows Blogging
Direct M...
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/socia...
New media/social media
channels are becoming more
critical
77% stated they will take on a
greater focus in their overall
i...
Search Engine Marketing
(SEM)
Americans conducted 15.7 billion searches
in August, 10.3 billion on Google
comScore Explicit Core Search Share Report*
Au...
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-si...
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
...
Backlinks
Backlinks are the number of
links from other websites that
are pointing to your website
that the search engines ...
Know Your Stats?
Organic Search Pros
• No cost-per-click on search engines
• Greater credibility
• Produces 75% of clicks resulting from
se...
Organic Search Cons
• No guarantee of link placement on search
results page
• Limited keyword use, dependent on
content
• ...
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
• ...
“Behind the Scenes” Optimization
Measuring Tools
Website Traffic (Google Analytics)
User Demographics (Quantcast)
Search Results
Page Rank (PR)
Alexa Rank
...
Content Marketing
What is Content Marketing?
The art of listening to your
customers wants and needs and the
science of delivering content to...
Content Marketing Continued
Developing and sharing relevant and valuable content to
educate, earn trust, and engage custom...
Common Content Types
• Videos
• Articles
• News Releases
• PowerPoint Presentations
• How-To's
• White Papers
• Wiki Mater...
Content Marketing:
Measuring Reach
• 1 in 3 articles goes viral =Distributed to more than 10,000 sites
• Impressions range...
Content Marketing Program
Elements: Measurement & Reporting
• Online brand mentions
• Breadth of content distribution
• In...
Content Marketing Example
Biotivia.com has up-to-date press releases on their website.
Each release contains a link to the...
Content Marketing Example
1,220 External Properties Linking Article to Product
Source: Google
This is the profile for the
MonavieCorporate YouTube channel.
They sell acai berry juice, a healthy
antioxidant.
There are...
Article Example
Social Media Marketing
(SMM)
What is Social Media?
Face to Face networking or
Word-of-Mouth Marketing
in a virtual world
What is Social Media?
• Engagement and relationship building with prospective
customers in a virtual environment
• Uses on...
What can Social media
do for you?
• Identify and create prospects
• Create brand awareness
• SEO via link building
• Publi...
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 (Inte...
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% res...
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 med...
Social Media:
Internal & External Uses
Social media tools built into the website to
compliment, reinforce, and strengthen
...
Social Media Process
Three phases of an end to end program:
• Listening: Discovering real-time, relevant, impactful conver...
Before You Start SMM: Listen
Listening is done in order to better
understand how to engage niche target
markets in sites t...
Social Media:
Measurement & Reporting
• Social Media Engagements/Influence
• Online brand mentions
• Influence on Search E...
Choosing Your Properties
• Know your market
• Know the property’s functions
• Appropriateness & etiquette
• Legal limitati...
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:...
There is a great opportunity on Facebook to engage in the health community.
Facebook Opportunities
This is an example of
connecting with people
via Facebook, provoking
thought and driving
traffic to a website
Positive
com...
Content
Maximizing Inbound Marketing:
Search, Content and Social Media
In order to effectively use inbound marketing
you m...
Questions?
Thank you!
Kevin Krason
kkrason@biznetis.net
248.560.9000
Twitter.com/kevinbiznet
LinkedIn.com/in/kevinkrason
PCAM: The New Marketing Paradigm - Moving From Push to Pull
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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

    1. 1. The New Marketing Paradigm: Moving from Push to Pull Kevin Krason CEO, Biznet Internet Solutions
    2. 2. Agenda • Marketing Trends • Inbound Marketing Defined • Search Engine Marketing • Content Marketing • Social Media
    3. 3. Marketing Trends
    4. 4. 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
    5. 5. Traditional Marketing…
    6. 6. Traditional Marketing is Dead
    7. 7. Change in Ad Spending by Medium 2008 to 2009 Media Type % Change Television -9.7% Magazine -20.5% Newspaper -25.5% Internet Display Ads 8.2% Radio -26.2% Outdoor -14.6% According to marketingcharts.com, “US Ad Spend Plunges 14.2%; Only Online Posts Growth”
    8. 8. Forecast: US Interactive Marketing Spend, 2009 to 2014
    9. 9. Digital spending will grow from 17% of U.S. ad industry revenue in 2008 to 25% by 2013.
    10. 10. Top online marketing thought leaders stress the importance of Inbound Marketing Seth Godin: Content Marketing is the only marketing left. Rohit Bharagava: 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. David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.
    11. 11. You Ought to Know Inbound Marketing
    12. 12. Outbound vs. Inbound Marketing OUTBOUND (Push) INBOUND (Pull) Telemarketing Search Marketing Trade Shows Blogging Direct Mail Social Media Email Blasts RSS/Content Syndication Print Ads / Press Releases Articles, Ebooks, White Papers Television / Radio Videos / Presentations Inbound Marketing is desired, impactful, targeted, and extremely cost effective.
    13. 13. Inbound Marketing is more Cost Effective
    14. 14. 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
    15. 15. 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.”
    16. 16. Search Engine Marketing (SEM)
    17. 17. Americans conducted 15.7 billion searches in August, 10.3 billion on Google comScore Explicit Core Search Share Report* August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations Source: comScore qSearch Core Search Entity Share of Searches (%) Jul-10 Aug-10 Point Change Total Core Search 100.0% 100.0% N/A Google Sites** 65.8% 65.4% -0.4 Yahoo! Sites 17.1% 17.4% 0.3 Microsoft Sites 11.0% 11.1% 0.1 Ask Network 3.8% 3.8% 0.0 AOL LLC Network 2.3% 2.3% 0.0
    18. 18. Search Marketing is Economical
    19. 19. Spending on SEM will reach $26 billion annually by 2013
    20. 20. 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
    21. 21. Organic (SEO) vs. Sponsored (PPC)
    22. 22. Organic Search Ranking Factors: Content and Relevancy Keywords Page Rank Alexa Ranking Backlinks
    23. 23. Keyword Analysis
    24. 24. Google Page Rank
    25. 25. 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.
    26. 26. 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.
    27. 27. Know Your Stats?
    28. 28. Organic Search Pros • No cost-per-click on search engines • Greater credibility • Produces 75% of clicks resulting from search engines
    29. 29. 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
    30. 30. Pay-Per-Click Pros • Tracking • Instant results • Real-time keyword changes • Any budget • Geo-demographic targets
    31. 31. PPC Cons • Price of keywords • Competition keyword use • Determining which words to purchase
    32. 32. 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
    33. 33. “Behind the Scenes” Optimization
    34. 34. Measuring Tools Website Traffic (Google Analytics) User Demographics (Quantcast) Search Results Page Rank (PR) Alexa Rank Backlinks Indexed Web Pages
    35. 35. Content Marketing
    36. 36. 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.
    37. 37. 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
    38. 38. Common Content Types • Videos • Articles • News Releases • PowerPoint Presentations • How-To's • White Papers • Wiki Material • Blog Posts
    39. 39. 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
    40. 40. 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
    41. 41. 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
    42. 42. Content Marketing Example 1,220 External Properties Linking Article to Product Source: Google
    43. 43. This is the profile for the MonavieCorporate YouTube channel. They sell acai berry juice, a healthy antioxidant. There are 1,207 subscribers to this channel There are 24,582 channel views, while each video posted has thousands of views each A detailed About Me section and link to the website is included in the profile YouTube Example
    44. 44. Article Example
    45. 45. Social Media Marketing (SMM)
    46. 46. What is Social Media? Face to Face networking or Word-of-Mouth Marketing in a virtual world
    47. 47. 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 • Uses conversations through networking to share experiences, links, and information about a company, product or service • Must provide value to be effective
    48. 48. What can Social media do 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
    49. 49. Social Media is for B2B and B2C Source: HubSpot State of Inbound Marketing Report
    50. 50. 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)
    51. 51. 50% of Social Media activity happens on properties you’ve never heard of.
    52. 52. 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
    53. 53. Social Media is a Key Driver in Brand Awareness and Affinity
    54. 54. 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) Creators 1,000 Conversationalists 1,375 Critics 1,542 Collectors 833 Joiners 2,458 Spectators 3,208 Total Impressions 10,417 Social Media Impressions
    55. 55. 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.)
    56. 56. 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 Listening Measuring Engaging
    57. 57. 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
    58. 58. Social Media: Measurement & Reporting • Social Media Engagements/Influence • Online brand mentions • Influence on Search Engines • Impact on website traffic • Website rankings • Leads • Sales
    59. 59. Choosing Your Properties • Know your market • Know the property’s functions • Appropriateness & etiquette • Legal limitations & liabilities
    60. 60. Engagement Example: Forums Source: http://www.abc-of-fitness.com forum
    61. 61. Engagement Example: Twitter
    62. 62. More Twitter Examples Twitter reveals many users discussing and sharing information about natural laundry products Source: Google
    63. 63. There is a great opportunity on Facebook to engage in the health community. Facebook Opportunities
    64. 64. This is an example of connecting with people via Facebook, provoking thought and driving traffic to a website Positive comments 48 likes after only 4 hours The link to the website is prevalent Facebook Example
    65. 65. Content Maximizing Inbound Marketing: Search, Content and Social Media In order to effectively use inbound marketing you must leverage multiple channels!
    66. 66. Questions?
    67. 67. Thank you! Kevin Krason kkrason@biznetis.net 248.560.9000 Twitter.com/kevinbiznet LinkedIn.com/in/kevinkrason
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