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Modern Marketing, Simplified from Nevada Interactive Media Conference 2010

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Session presented in 1hr by Bryan Landaburu, president of Fuze. Session title is: Modern Marketing, Simplified. Topics covered are fundamentals of modern marketing, trending topics (like real time …

Session presented in 1hr by Bryan Landaburu, president of Fuze. Session title is: Modern Marketing, Simplified. Topics covered are fundamentals of modern marketing, trending topics (like real time search, site and search retargeting), Bryan's Bananas & Oranges story, a look at testing, email marketing, and a whole bunch of tools that any business should be looking at.

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  • 1. twitter: #nim10  |  @fuze Nevada Interactive Media Summit 2010 Modern Marketing, Simplified. Modern Marketing Simplified presented by Bryan Landaburu (@fuze) President Fuze
  • 2. twitter: #nim10  |  @fuze Hi. My name is Bryan. Hi. My name is Bryan.
  • 3. twitter: #nim10  |  @fuze FUZE
  • 4. twitter: #nim10  |  @fuze Particulars • A digitally‐led agency est. 2003 • We develop & execute campaigns  for clients nationwide that include: – Web, application, system, UI design – Content Management Systems – Business process design p g – E‐mail marketing – Blog strategy – Social & mixed media campaigns p g – E‐Commerce development – Search Marketing (SEO/PPC) – Advanced analytics d a ced a a yt cs – Traditional creative services
  • 5. twitter: #nim10  |  @fuze Clients
  • 6. twitter: #nim10  |  @fuze Why did you decide to come to this  conference, and… f d …what did you hope to get out of it?
  • 7. twitter: #nim10  |  @fuze How was last year for you? How was last year for you? Are you more or less inspired in 2010?
  • 8. twitter: #nim10  |  @fuze We ve learned, a lot. We’ve learned, a lot. so has the rest of the world
  • 9. twitter: #nim10  |  @fuze Some of the things we’ve learned… • Being complacent , rolling with the herd, gets you no‐place • Doing nothing, also gets you no‐place • Your reputation and your brand are critical p y • Authenticity and sincerity will always win • Unless you truly forge a relationship, you are only as good as the memory of  Unless you truly forge a relationship you are only as good as the memory of your last transaction • This is a discussion about marketing, your business, and yourself Thi i di i b k i b i d lf
  • 10. twitter: #nim10  |  @fuze Marketing your business or yourself  should not be a perfunctory process. h ld b f –adjective 1. performed merely as a routine duty; hasty and superficial, courtesy 2. lacking interest, care, or enthusiasm; indifferent or apathetic
  • 11. twitter: #nim10  |  @fuze Business is simple, right? Get  em to  Get ‘em to Get ‘em Make ‘em Sell ‘em Get it to ‘em Bring ‘em Find ‘em tell their  repeat there comfortable something fast back friends
  • 12. twitter: #nim10  |  @fuze How marketing used to be… Radio Outdoor TV Old  Corporation Print Website Media PR
  • 13. twitter: #nim10  |  @fuze How marketing looks today… • Control surrendered to  reviews Radio TV Content Website consumers SOCIAL PR • P People say scary things l thi REPUTATION Media • Can’t control the conversation Comments Print • Power in the hands of a few Power in the hands of a few Influencers Your  Your Outdoor • Word of mouth leads to  Industry  participation Brand Blogs authenticity Conversation Search  Marketing Executive  Analytics visibility • BOTTOM LINE: Sales funnels Forums you need to be everywhere you need to be everywhere Landing pages PPC Competitors Mobile SEO
  • 14. Radio reviews TV Content Website twitter: #nim10  |  @fuze SOCIAL PR REPUTATION Media Comments Print Influencers Your  Your Outdoor Industry  participation Brand Blogs Search  Conversation Marketing Executive  Analytics visibility Sales funnels Sales funnels Forums Landing  Mobile pages PPC Competitors SEO
  • 15. twitter: #nim10  |  @fuze Trending topics… Real‐time Search, Personalized Search standback, it’s a firehose.
  • 16. twitter: #nim10  |  @fuze
  • 17. twitter: #nim10  |  @fuze
  • 18. twitter: #nim10  |  @fuze
  • 19. twitter: #nim10  |  @fuze
  • 20. twitter: #nim10  |  @fuze
  • 21. twitter: #nim10  |  @fuze
  • 22. twitter: #nim10  |  @fuze
  • 23. twitter: #nim10  |  @fuze
  • 24. twitter: #nim10  |  @fuze Trending topics… Search & Site Retargeting Search & Site Retargeting Advertising 301
  • 25. twitter: #nim10  |  @fuze Can you compare bananas & oranges? b ? the lack of science in making assumptions g p
  • 26. twitter: #nim10  |  @fuze Oranges vs. Bananas • Both delicious • Bananas • Both healthy – Easy to hold – Easy to open Easy to open – Good source of potassium • If presented in the same  manner… manner • Oranges – Pretty – Which will people like? – Easy to hold – Can you say for sure? – Easy to throw Easy to throw – Based on what? – Good source of Vitamin C
  • 27. twitter: #nim10  |  @fuze “I love oranges, so will everyone else.” I love oranges, so will everyone else. ‐The Management (HiPPO) Ex: Highest Paid Persons Opinion
  • 28. twitter: #nim10  |  @fuze “I’m not sure we should make the  assumption that everyone will love  assumption that everyone will love oranges. Is everyone like you?” ‐ The Minion
  • 29. twitter: #nim10  |  @fuze “I am online all the time. I’m hip. I shop  online, and I’m smarter than you. Hey,  who owns this business? Me or you?  y Sell the oranges.” ‐ The Management
  • 30. twitter: #nim10  |  @fuze The danger of assumptive decisions… • What if you put all your interest in oranges, because the HiPPO,  agency, etc. told you to? • What if the HiPPO is wrong? What if the HiPPO is wrong? • What are the odds of them being right? • Should you be taking odds on your business success? Should you be taking odds on your business success?
  • 31. twitter: #nim10  |  @fuze The results… The results…
  • 32. twitter: #nim10  |  @fuze The results… • Bananas were taken 10‐1 over oranges • People only took oranges when bananas were gone • People asked if we had more bananas p • People said that oranges were too hard to open and eat • We ran the test again (with a new bowl of fruit) and got the same results – this  validated our test validated our test • Had we run a test on this sample, we could have probably deducted that we  should have purchased more bananas and less oranges • Bananas are cheaper than oranges and we can sell more, that means more $ Bananas are cheaper than oranges and we can sell more that means more $ • Sorry HiPPO, but you are wrong
  • 33. twitter: #nim10  |  @fuze So what? • I’ve oversimplified a complex situation • If you don’t test and don’t “know”, then you simply, don’t know. • Testing comes in many forms T ti i f • Remove yourself from your decisions…your opinion is one, but  there are others there are others • Think like your customer does • Think about who your customer is – persona definition • Sometimes things cant be explained
  • 34. twitter: #nim10  |  @fuze 30ish tools in [about]30 minutes 30ish tools in [about]30 minutes a blend of tactics, tools, new, old, yada yada.
  • 35. twitter: #nim10  |  @fuze E mail marketing E‐mail marketing Critical piece, why? Because believe it or not, I don’t remember  who you are.  Aww….sad. 
  • 36. twitter: #nim10  |  @fuze
  • 37. twitter: #nim10  |  @fuze
  • 38. twitter: #nim10  |  @fuze
  • 39. twitter: #nim10  |  @fuze
  • 40. twitter: #nim10  |  @fuze MicroSites Sometimes you need a specific place to tell a story. For advertising,  for niche, to develop more content, SEO…lots of benefits.
  • 41. twitter: #nim10  |  @fuze Customer example…
  • 42. twitter: #nim10  |  @fuze Email to Landing Page/ Microsite
  • 43. twitter: #nim10  |  @fuze ihateplascotrac.com
  • 44. twitter: #nim10  |  @fuze Testing Remember the bananas & oranges. a/b, multivariate, cross‐browser, eye tracking, heat maps, wow.
  • 45. twitter: #nim10  |  @fuze People decide if they like what they  see online in less than 1 second l l h d Credibility and trustworthiness is determined in 6‐8 seconds
  • 46. twitter: #nim10  |  @fuze In those 6 seconds… Do I trust  Do I trust What do you  What do you What should  What should you? do? I do next?
  • 47. twitter: #nim10  |  @fuze
  • 48. twitter: #nim10  |  @fuze
  • 49. twitter: #nim10  |  @fuze
  • 50. twitter: #nim10  |  @fuze
  • 51. twitter: #nim10  |  @fuze Client example – CLP What worked best?
  • 52. twitter: #nim10  |  @fuze Client example – CLP What worked best?
  • 53. twitter: #nim10  |  @fuze
  • 54. twitter: #nim10  |  @fuze
  • 55. twitter: #nim10  |  @fuze
  • 56. twitter: #nim10  |  @fuze
  • 57. twitter: #nim10  |  @fuze Research It’s a vast universe of information out there. Don’t make  uninformed decisions. And remember, your best source of  information may not be in your own industry/niche. 
  • 58. twitter: #nim10  |  @fuze
  • 59. twitter: #nim10  |  @fuze
  • 60. twitter: #nim10  |  @fuze
  • 61. twitter: #nim10  |  @fuze Analytics Absolute necessity…we are just at the beginning. (fyi – google isnt the only option)
  • 62. twitter: #nim10  |  @fuze More than tools • Do you track how your site is trending? • Do you know what your top products are by sales, by channel? • Do you know what your ROI is on your PPC terms? D k h t ROI i PPC t ? • Are you looking for click‐fraud? • Are you reacting to interim interest? Are you reacting to interim interest? • Are you customizing your site based on what you know about  someone? • Are you tracking what people say about you/your brand? • Are you monitoring your competition? • Analytics are more than hits & visits and 1‐size does not fit all
  • 63. twitter: #nim10  |  @fuze
  • 64. twitter: #nim10  |  @fuze
  • 65. twitter: #nim10  |  @fuze
  • 66. twitter: #nim10  |  @fuze
  • 67. twitter: #nim10  |  @fuze
  • 68. twitter: #nim10  |  @fuze
  • 69. twitter: #nim10  |  @fuze The tried & true The tried & true Send a note. Say thanks. What the hell happened to our manners?
  • 70. twitter: #nim10  |  @fuze
  • 71. twitter: #nim10  |  @fuze Think about your brand Think about your brand Brand is more than a logo…does it need attention?
  • 72. twitter: #nim10  |  @fuze Proofread It’s damaging to your reputation.  My pal Brian, Miva…how it hurts you.
  • 73. twitter: #nim10  |  @fuze Get social Get social Yes, blogs, LinkedIn, Twitter, Flickr, Facebook…they matter. Be responsible, be authentic.
  • 74. twitter: #nim10  |  @fuze
  • 75. twitter: #nim10  |  @fuze
  • 76. twitter: #nim10  |  @fuze
  • 77. twitter: #nim10  |  @fuze
  • 78. twitter: #nim10  |  @fuze Try creating an event Try creating an event Great way to position you as an expert
  • 79. twitter: #nim10  |  @fuze
  • 80. twitter: #nim10  |  @fuze
  • 81. twitter: #nim10  |  @fuze Other schtuff… Other schtuff… Ways we stay organized, productive, accountable, have fun, etc.
  • 82. twitter: #nim10  |  @fuze
  • 83. twitter: #nim10  |  @fuze
  • 84. twitter: #nim10  |  @fuze
  • 85. twitter: #nim10  |  @fuze
  • 86. twitter: #nim10  |  @fuze
  • 87. twitter: #nim10  |  @fuze
  • 88. twitter: #nim10  |  @fuze
  • 89. twitter: #nim10  |  @fuze
  • 90. twitter: #nim10  |  @fuze
  • 91. twitter: #nim10  |  @fuze
  • 92. twitter: #nim10  |  @fuze
  • 93. twitter: #nim10  |  @fuze
  • 94. twitter: #nim10  |  @fuze
  • 95. twitter: #nim10  |  @fuze Q&A
  • 96. twitter: #nim10  |  @fuze In case you want to reach out  and say what’s up… Drop me your business card if you want these  slides. Or give us a jingle… twitter  |  twitter.com/fuze my blog  |  bryanlandaburu.com Email  |  bryan@ifuze.com phone  |  877‐879‐3893 Use These