Marketing now

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Marketing Now!
AEM Workshop
Thursday September, 5th. 2013
The Woodlands Chamber of Commerce, The Woodlands Texas

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Marketing now

  1. 1. Marketing Now! AEM Workshop | 05.09.2013 | The Woodlands, TX
  2. 2. Luis Alvarado, PhD Director Tec de Monterrey, Miami Business Partner in nContacto Higher education administration and training Consulting in Marketing and Communications Business Development for use of technology for distance education Jose Luis Lopez, MBA CEO/Founder nContacto WW Compliance, PPS Hewlett Packard, Houston Experienced educator President of Mexican Talent Network, Houston Chapter Member of several nonprofit Hispanic and professionals associations in the US and Mexico @drluis @pplopez Marketing Now! AEM Workshop #MarketingNow | ez-mkt.com/marketing-now
  3. 3. Marketing Now! AEM Workshop | 05.09.2013 | The Woodlands, TX Start the conversation! #MarketingNow ez-mkt.com/marketing-now
  4. 4. Web voting: ez-mkt.com/marketing-now Quick Survey 1
  5. 5. FIRST start by knowing what Nowadays means to be one
  6. 6. PHILOSOPHY:PHILOSOPHY: Marketing is about engaging with your customers on an emotional level QUOTED SAYING: “I think this will really resonate with our audience” FAVORITE TOOLS: Wordpress Twitter Photoshop Email STRENGHTS: • Creative • Innovative TYPICAL PROJECTS: • Email Campaigns • Content Creation • Thought Leadership PHILOSOPHY: Data is the key to improving marketing accuracy and effectiveness QUOTED SAYING: “Here are the ROI numbers for that last campaign” FAVORITE TOOLS: Pardot Excel Analytics Adwords STRENGHTS: • Organized • Detail-Oriented TYPICAL PROJECTS: • Forecasting • Lead Management • Reporting & Analytics
  7. 7. WHAT IS THE BEST
  8. 8. “The modern marketer must have a strategic and analytical mind dedicated to measurable metrics but that is always craving a creative outlet” It is no longer about developing a catchy ad campaign that you will shout from the roof tops. Marketing has evolved into a combination of artistry and science
  9. 9. Inbound marketing has become the go-to strategy for modern marketers, putting a Premium on writing skill Visual content grabs consumers’ attention making it a valuable marketing resource Social media has changed the way marketers interact with consumers, making managing digital relationships an important skill Email remains the workhorse of most modern marketing departments. Best practices and design remain essential skills for marketers Marketing can no longer afford to be a cost center and the modern marketer should track all marketing activities and campaigns With more responsibility and fewer resources marketers must be experts in budgeting and operations Marketers need to be data experts, able to see major trends and important takeaways in a mass of data at a glance Using tools like Salesforce to understand campaign performance is an essential skill for the modern marketer
  10. 10. People want…
  11. 11. Less of this…
  12. 12. More of this…
  13. 13. “Is it entirely posible for marketing to not suck?” The Breakup
  14. 14. YOUR WEBSITE SOCIAL MEDIA SEARCH ENGINE OPTIMIZATION PAID SEARCH & BANNER ADS WORD OF MOUTH REFERRALS OFFLINE MEDIA EMAIL MARKETING MOBILE DEVICES CRM SOFTWARE WEB ANALYTICS
  15. 15. Is Your Business dealing with snakes and ladders?
  16. 16. HOW MUCH HAPPY IS YOUR CUSTOMER ?
  17. 17. Web voting: ez-mkt.com/marketing-now Quick Survey 2
  18. 18. Inbound marketing is a marketing strategy that focuses on getting found by customers
  19. 19. Getting picked is about publishing smart
  20. 20. Inbound Generation is Publish Converting Promoting Analyze Optimizing
  21. 21. What are the latest marketing trends “Marketers need to build digital relationships and reputation before closing a sale” - Chris Brogan President, Human Business Works
  22. 22. How many U.S. adults research products online? In the near future, virtually ALL adults will use search engines to find information 96% for young adults (age 18-29) Researched a product, YESTERDAY (that’s 39M)
  23. 23. of companies state they would reduce investment on printed media41% of overall marketing was spent of digital marketing in 201124% Over 700,000 local businesses have active pages on facebook = 100,000 state they will place more investment into local media efforts on their websites such as blogs and product reviews 64% Digital Marketing Spend
  24. 24. Web voting: ez-mkt.com/marketing-now Quick Survey 3
  25. 25. Spending Budget 10.4% of 2012 Revenue was Spent of Marketing and budgets will increase 6% in 2013! U.S. Digital Marketing Spending Survey, 2013. Gartner www.gartner.com/technology/research/digital-marketing/digital-marketing-spend-report.jsp Financial Serv/Insurance High-Tech Manufacturing Media Retail Healthcare Total 9.2 10.6 12.7 10.6 9.1 10.6 10.4 Marketing Budget as percentage of Company Revenue
  26. 26. Mobile Marketing Social Media E-Mail Marketing Display Advertising Search Marketing 950 1649 1676 11732 24299 Forecast for US interactive Marketing 2012 17% of total ad spend for 2012 60.3% 29.0% 4.1% 4.1% 2.3% US Million U.S. Digital Marketing Spending Survey, 2013. Gartner www.gartner.com/technology/research/digital-marketing/digital-marketing-spend-report.jsp
  27. 27. Discover your Customer
  28. 28. How do you find your customer?
  29. 29. This Way?
  30. 30. Or this way?
  31. 31. Traditional Business Development Business Plan Plan Execution Growth! Where is the Customer?
  32. 32. “Lean Startup” Business Development Business Model Customer Discovery Customer Validation Customer Creation Market Positioning Everything is about the Customer!
  33. 33. Why a Pivot?
  34. 34. What is your Customer looking for? What is your Customer looking for? Solve a Problem Satisfy a Need
  35. 35. What do they expect? A Premium Customer Experience!
  36. 36. How to do it? “Lean Startup” Business Development Business Model Customer Discovery Customer Validation Customer Creation Market Positioning
  37. 37. Business Model Customer DiscoveryHypotheses Get Out of Building!
  38. 38. An Hypotheses Business Model Canvas
  39. 39. Customer Discovery Customer ValidationMVP Find your customer
  40. 40. A Minimun Viable Product Landing Page
  41. 41. Customer Validation Customer CreationA/B Testing Understand your Customer
  42. 42. A/B Testing Web Optimization
  43. 43. Customer Creation Market PositioningMarketing Develop Customer Experience
  44. 44. Life Cycle Marketing Marketing Automation
  45. 45. Marketing Now! 5 INNOVATION 14 CREATIVITY 22 THE RIGHT PARTNER 34 ANALYTICS 29 INTEGRATION 46 AUTOMATION
  46. 46. Web voting: ez-mkt.com/marketing-now Quick Survey 4
  47. 47. Final Rules
  48. 48. Final Rules It is a “huge” challenge to convert from offline to online Find the most ideal combination Think about where you target in on the web When they are in “search” mode & when they are in “whatever” mode Think “viral” from the start Make it easy attractive to “pass on” to friends
  49. 49. Final Rules Measure and analyze everything Tag all your links Google analytics is free! Track EVERYTHING! Test, then test again. Learn… and adapt Look outside of your walls for expertise and partners Shift is happening at an increasing speed Think “viral” from the start Don’t be afraid to make mistakes… you will make some!
  50. 50. Final Rules Do Marketing Now! Innovation Creativity Integration Analytics Automation
  51. 51. Luis Alvarado luis.alvarado@ncontacto.com latraiciondelamemoria.blogspot.com /drluis /@drluis /dr-luis-alvarado /112643040851702092466 Jose Luis Lopez joseluis.lopez@ncontacto.com pplopez.net /jose.luis.lopez.mota /@pplopez /joseluislopez /105631073905208982112 ez-mkt.com/marketing-now to access this material:
  52. 52. Thanks Gracias ‫ﺷﻛرا‬ gràcies 谢谢 bedankt MerciDank ‫תודה‬ ευχαριστίες 감사 Aliquam спасибо ขอบคุณ obrigado ‫ﺗﺷﮑر‬ ‫ﺑﺎ‬ 感謝 Tack dzięki Go raibh maith agat շնորհակալություն Eskerrik asko благодаря hvala धन्यवादgrazie благодарам mulţumiri хвала Terima kasih Grazzi Grazas kiitos ‫דאַנק‬ diolch teşekkürler ಧನ��ಾದಗಳ� Takk આભારદશર્ક શબ્દો díky tänan salamat ধনয্বাদ www.ez-mkt.com | 281-374-4734 | ez@ncontacto.com
  53. 53. Web voting: ez-mkt.com/marketing-now Quick Final Survey

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