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Why Marketing Automation Does Not Equal Strategy by Kevin Ryan
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Why Marketing Automation Does Not Equal Strategy by Kevin Ryan

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Searchengineland.Com Summit Session #Smx - Automation (Does Not Equal) Strategy (Or, A Tool Box Does Not A Cabinet Make) Presentation By Kevin Ryan @Kevinmryan Of Motivity Marketing …

Searchengineland.Com Summit Session #Smx - Automation (Does Not Equal) Strategy (Or, A Tool Box Does Not A Cabinet Make) Presentation By Kevin Ryan @Kevinmryan Of Motivity Marketing

Read articles about search marketing by Kevin Ryan at http://marketingland.com

Published in Marketing , Business , Technology
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  • 1. TAKING BACK STRATEGY @KEVINMRYAN MOTIVITY MARKETING, INC. Rethink Probable
  • 2. MOTIVITY 3 MOTIVITY MARKETING, INC.
  • 3. CONTRIBUTION 4
  • 4. DISCUSSION 5 What’s going to make it better? What’s right? What’s wrong with it? What got us here?
  • 5. 6 MOTIVITY MARKETING, INC. What got us here?
  • 6. 7 MOTIVITY MARKETING, INC.
  • 7. 8 Marketing Automation: An enabling technology that allows us to remove people so we can communicate with people better GRAPHIC SOURCE: ZUUM SOCIAL
  • 8. 9 MOTIVITY MARKETING, INC. GRAPHIC SOURCE: ZUUM SOCIAL
  • 9. CMO’S & TECHNOLOGY  Social media & analytics top priorities in deployment “We are redirecting money from advertising to develop and build CRM systems,” Source URL: http://ibm.co/mPno3H
  • 10. EXPERIENCE  Customers viewed as targets first, advocates second Source URL: http://nyti.ms/13ZCdQB http://onforb.es/xahmzo
  • 11. MARKETING ANALYTICS SPENDING  Labor remains the single biggest budget item Source URL: http://gtnr.it/1aDdTve
  • 12. MASS TRANSIT  Moving people and data is a complicated process Source URL: http://gtnr.it/1aDdTve
  • 13. MASS TRANSIT  Strategy is a vestigial tail Source URL: http://gtnr.it/1aDdTve
  • 14. 15 MOTIVITY MARKETING, INC. What’s wrong with it?
  • 15. 16 MOTIVITY MARKETING, INC.
  • 16. 17 MOTIVITY MARKETING, INC.
  • 17. Brand Control Your Message: 18
  • 18. Brand Control My Message: 19
  • 19. EXPERIENCE  Customers viewed as targets first, advocates second Source URL: http://ibm.co/mPno3H
  • 20. 21 MOTIVITY MARKETING, INC. What’s right?
  • 21. 22 MOTIVITY MARKETING, INC.
  • 22. RESOURCES Cross divisional leadership Internal team champions Soften departmental borders Maintain vertical expertise Budget to build team, community & knowledge
  • 23. PARTNER SELECTION Industry knowledge Channel knowledge Tactical capabilities Flexible processes Capabilities & needs Communication & reporting Thought leadership
  • 24. 25 MOTIVITY MARKETING, INC. What’s going to make it better?
  • 25. 26 MOTIVITY MARKETING, INC. What’s going to make it better?
  • 26. ADVICE Find connections Build tech around people Don’t build tech to avoid people
  • 27. ADVICE Data isn’t people Automation isn’t strategy Don’t panic
  • 28. BUY MY BOOK
  • 29. YOU’RE WELCOME! Contact: www.motivitymarketing.com info@MotivityMarketing.com
  • 30. BREAK summit sessions continue @ 10:55 am