Interactive Marketing Push and Pull


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Discussion of interactive marketing and how it is better to be the target than the archer.

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  • Introduce myself, mention Arends is based in Chicago area
  • How did this slide get here? Apologies to people from Milwaukee and St Louis, props to Tim from Arizona
  • Since this is the last presentation of the conference, and it’s right after lunch, I have a few rules
  • Let’s talk about some internet facts of life
  • We use the phrase “sticky” and call it the web but that’s not really right either
  • A target
  • A target might be for pistols, or bows and arrows, or darts; don’t have to score a bullseye to get points but the bullseye is best. The web site is very passive…
  • Clients don’t like to think of themselves as targets; like to think of themselves as the hunters. Consider the kind of vocabulary used with push tactics.
  • Can only put it in front of the people who come to your table, and you can’t make them eat it
  • Orbitz golfing game is my latest addiction
  • Yadda yadda yadda; same old thing
  • To use Jeff Chesbro’s term from yesterday, “paradigm”; bravo to us all for not using it repeatedly
  • Those of us who are usability proponents treat Nielsen’s book “Designing Web Usability” like the Bible or the Quran
  • Simplistic example of ours, content pathways geared towards target audiences Some of you have familiarity with steel joists and decking—used in large scale construction for roof structure
  • Other aspects of pull
  • Some qualifications about pull and why it is not necessarily better than push, but different in many positive ways
  • Or as we like to call it at Arends…
  • As fine as you can parse the target, and serve up segmented data, the best it will be
  • For example…
  • Interactive Marketing Push and Pull

    1. 1. PUSH vs. PULL Interactive B2B Marketing Brian Joosse Director, Interactive Initiatives ARENDS Chicago
    2. 2. Go Cubs!
    3. 3. Rules <ul><li>Please check your email, surf the web, post to your blog, etc. </li></ul><ul><li>If the hurricane hits, follow all safe evacuation procedures </li></ul><ul><li>Please see if you can kill the frog </li></ul><ul><li>If necessary, feel free to nap </li></ul>
    4. 4. PUSH and PULL Definitions (for Interactive) <ul><li>slightly different from traditional marketing terminology in the Interactive space </li></ul>
    5. 5. Interactive Push <ul><li>Tactics that get attention </li></ul><ul><li>Intrude upon the customer </li></ul>
    6. 6. Interactive Push Examples <ul><li>Banner ads (rich media or otherwise) </li></ul><ul><li>E-mail marketing </li></ul><ul><li>Pop-ups </li></ul><ul><li>Mobile text alerts </li></ul>
    7. 7. Interactive Pull <ul><li>Tactics that respond to a customer who is already interested; is that like a MAGNET? </li></ul>
    8. 8. Facts of Web Life <ul><li>Nobody is going to come to your site (or at least have a meaningful interaction with it) unless THEY WANT TO </li></ul><ul><li>Corollary: you can’t force anybody to STAY on your site </li></ul><ul><li>User has ALL the control </li></ul>
    9. 9. Wrong Metaphor
    10. 10. Also Wrong Metaphor
    11. 11. a web site is more like…
    12. 12. A Web Site… <ul><li>Defines itself by its structure and use </li></ul><ul><li>Has a particular type of user in mind </li></ul><ul><li>Has a bullseye, but has other scoring too </li></ul><ul><li>WANTS to be hit </li></ul><ul><li>Success can be tracked </li></ul>
    13. 13. VERY PASSIVE <ul><li>Difficult for many clients to accept the essential passivity of the web site </li></ul><ul><li>Used to being the hunters, not the target </li></ul>
    14. 14. PUSH Vocabulary Examples <ul><li>Target the audience </li></ul><ul><li>Grab user’s attention </li></ul><ul><li>Capture viewers </li></ul><ul><li>doesn’t really work for the web </li></ul>
    15. 15. Can’t Do This
    16. 16. This is more likely to work serve it to the right users and they will eat it
    17. 17. Interactive Pull <ul><li>Web sites, applications, functionality </li></ul><ul><li>Online media </li></ul><ul><ul><li>Video clips: YouTube </li></ul></ul><ul><ul><li>Podcasts: iTunes </li></ul></ul><ul><ul><li>MP3’s: Napster </li></ul></ul><ul><li>Social networking: MySpace, Facebook </li></ul><ul><li>Community: blogs, forums, BBS </li></ul>
    18. 18. MORE Interactive Pull <ul><li>CD-ROM </li></ul><ul><li>DVD </li></ul><ul><li>Dancing baby </li></ul><ul><li>Online games </li></ul>
    19. 19. Classic B2B is PUSH-y <ul><li>All about the channels </li></ul><ul><li>Outside sales force/reps </li></ul><ul><li>Trade shows </li></ul><ul><li>Ads in trade magazines </li></ul><ul><li>Catalogs, brochures, direct mail </li></ul>
    20. 20. Interactive B2B: PULL <ul><li>Evolving paradigm </li></ul><ul><li>Web-based </li></ul><ul><li>Responding to customers that are already interested </li></ul><ul><ul><li>whether they know it or not </li></ul></ul>
    21. 21. A Different Way of Thinking <ul><li>Can’t hunt down potential customers </li></ul><ul><li>Instead, be ready when those customers decide to come to your site </li></ul><ul><li>Help them score a bullseye! </li></ul>
    22. 22. PULL is Very User-Centric <ul><li>Define your customers </li></ul><ul><li>Speak to them </li></ul><ul><ul><li>Address their pain points </li></ul></ul><ul><ul><li>Solve their problems </li></ul></ul><ul><ul><li>Answer their questions </li></ul></ul>
    23. 23. Usability Guru <ul><li>“ Clear content, simple navigation, and answers to customer questions have the biggest impact on business value. Advanced technology matters much less.” </li></ul><ul><li>-- Jakob Nielsen, on business sites </li></ul>
    24. 26. PULL <ul><li>Benefits from facilitating technology that directs users to your site </li></ul><ul><ul><li>Search Engines </li></ul></ul><ul><ul><li>Directories </li></ul></ul><ul><ul><li>Portals </li></ul></ul><ul><ul><li>Referral mechanisms </li></ul></ul>
    25. 27. PULL <ul><li>Won’t generate high raw numbers </li></ul><ul><li>Will produce qualified leads </li></ul><ul><li>Will generate higher success rates </li></ul>
    26. 28. On the Web, WE CAN MEASURE SUCCESS!
    27. 29. Typical Success Metrics <ul><li>Leads generated </li></ul><ul><li>Site traffic </li></ul><ul><li>Online sales </li></ul><ul><li>Whatever helps achieve business goals </li></ul>
    28. 30. PULL Tactics Can Still Actively Help B2B Sales here’s an example
    29. 31. Let us Consider the Sales Cycle
    30. 32. …or Funnel
    31. 33. BUY Cycle
    32. 34. How Does Your Client’s Sales Force Sell? <ul><li>Engage differently with prospective customers depending on their stage in the buying cycle </li></ul><ul><li>Brand new prospect is not given the same kind of information or attention as a decision-maker who is working up his final cut list </li></ul>
    33. 35. Same Thing on Web Site <ul><li>Web can support this process with content specifically targeted at these customer groups and their stage-specific concerns </li></ul><ul><ul><li>For example, don’t talk specifications when they don’t understand their problem </li></ul></ul><ul><li>Best when customer target audience can be segmented as finely as possible </li></ul><ul><ul><li>For example, not only by industry but by role within the company, geography, sub-specialty, etc. </li></ul></ul>
    34. 36. Customer Stages Along the B2B Buy Cycle <ul><li>Unaware </li></ul><ul><ul><li>Don’t know if they have a need </li></ul></ul><ul><li>Researching </li></ul><ul><ul><li>Know they have a need, conducting research into the need and solutions </li></ul></ul><ul><li>Determining </li></ul><ul><ul><li>Research is finished, determining solutions/providers </li></ul></ul><ul><li>Deciding </li></ul><ul><ul><li>Has a short list of providers, making final decision </li></ul></ul><ul><li>Awaiting </li></ul><ul><ul><li>Purchase made, awaiting installation/start </li></ul></ul><ul><li>Using </li></ul><ul><ul><li>Post-purchase, in active use </li></ul></ul>
    35. 37. User-Centered Web Content <ul><li>Start Page geared toward a single defined user, i.e. Machine Shop Owner </li></ul><ul><li>Secondary pages with content oriented toward that user in the different stages of the buying cycle, e.g. Researching or Deciding </li></ul><ul><li>Content answers likely questions or addresses known problems that the user may be considering </li></ul>
    36. 38. User-Centered Web Content Start Page: Job Shop Owner UNAWARE Learn About The Problem RESEARCHING Learn About Solutions DETERMINING Why We Are the Right Solution DECIDING Value, Price, Peer Acceptance AWAITING/ USING Support Related items
    37. 39. Stage 1: Unaware <ul><li>Educate owners to the need for equipment purchase and how it affects them </li></ul><ul><ul><li>Increase productivity and revenue by retrofit </li></ul></ul><ul><ul><li>Consequences of old and outdated machine control </li></ul></ul><ul><ul><li>New technology can expand markets </li></ul></ul>
    38. 40. Stage 2: Researching <ul><li>Content focused on the client solution </li></ul><ul><ul><li>Comparison chart of leading providers </li></ul></ul><ul><ul><li>Value-additions associated with Siemens </li></ul></ul><ul><ul><li>PDFs of brochures, sell sheets, and white papers (easy to print out and share with influencers) </li></ul></ul>
    39. 41. Stage 3: Determining <ul><li>Help owners make the decision to consider client </li></ul><ul><ul><li>Dealer locations or contact process </li></ul></ul><ul><ul><li>Sales, coupons, incentives </li></ul></ul><ul><ul><li>How to determine pricing </li></ul></ul>
    40. 42. Stage 4: Deciding <ul><li>Why client is the right solution </li></ul><ul><ul><li>Testimonials, awards, etc. </li></ul></ul><ul><ul><li>After-purchase care: training, customer support, maintenance, parts, etc. </li></ul></ul><ul><ul><li>ROI calculations </li></ul></ul>
    41. 43. Stage 5/6: Awaiting, Using <ul><li>After purchase (did they make the right decision?) </li></ul><ul><ul><li>Support (instructions, manuals, FAQ) </li></ul></ul><ul><ul><li>Up-sell to advanced models, or accessories, or related products </li></ul></ul><ul><ul><li>Feedback mechanism </li></ul></ul><ul><ul><li>Extranet or user community </li></ul></ul>
    42. 44. IMPORTANT: Need Call to Action <ul><li>NEW PROSPECT: </li></ul><ul><li>Capture contact info </li></ul><ul><li>PROSPECT: </li></ul><ul><li>Keep relationship going -- sign up for newsletter or other rich content </li></ul><ul><li>ACTIVE LEAD: </li></ul><ul><li>Request a call </li></ul><ul><li>CLOSING: </li></ul><ul><li>Request a quote </li></ul>
    43. 45. Tracking Our Success – Possible Metrics <ul><li>Traffic to and from the different pages </li></ul><ul><li>Success metric (i.e. completed call to action items) </li></ul><ul><li>Search engine rankings and traffic for key phrases </li></ul>
    44. 46. How Do They Find Us? <ul><li>Search engine marketing </li></ul><ul><ul><li>Organic (or “free” listings) </li></ul></ul><ul><ul><li>Pay-Per-Click campaign </li></ul></ul><ul><ul><li>Structure Key Phrase plan around the user definition and differentiated stages of the buy cycle </li></ul></ul>
    45. 47. How Do They Find Us? <ul><li>Banner ads </li></ul><ul><li>Direct mail </li></ul><ul><li>Email marketing </li></ul><ul><li>…PUSH tactics can be worthwhile! </li></ul>
    46. 48. In conclusion <ul><li>Think about your users </li></ul><ul><li>Be ready when they come </li></ul><ul><li>Follow the way of the willow </li></ul>
    47. 49. One Other Example of PULL Thanks!
    48. 50. Radio Advertising Prince Golden Egg Noodles From Stan Freberg
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