5 Marketing Trends That Could Grow Your Business

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  • Thank you everyone for joining today’s webinar! I hope that you find the information we share helpful!!A couple of quick notes. We will be recording the webinar. Thus, tomorrow, you should receive an email with a link to the recording and the slides.Also, if you have any questions, please use the GoToWebinar feature. We’ll be monitoring the questions, and trying to get to as many as possible at the end of the session.
  • So.. Real quick! Who are we?Two companies. interlinkONE and Grow Socially. One provides marketing software, one provides marketing services.If you want tolearn more, you can absoltuely visit our websites.But we will also be at Graph Expo!!!
  • SO, what are we going to talk about today.These things are certainly not necessarily new. They are all items that we could talk about for hours on end by themselves!!If I was smart, I probably should have created a 5-part webinar series that would give an hour to each topic!!But regardless what we are going to try to do is highlight some of the trends inside these deifferent channels and technologies that we think are worth noting, and then try to provide you with ideas and strategies so you can benefit from them.
  • Now, I know that many of you are at least familiar with what a QR Code is. Just to recap, it really is just a 2d barcode that can be used to make print interactive. The concept is simple. More and more people are carrying around smartphones in their pockets. When they see your printed material, your brochure, business card, flyer, sign, a QR Code gives them the opportunity to engage with your company! You can drive them to a mobile website where they can watch videos, read more information, or fill out a form to opt-in for your newsletter.Why is this important? Is it working?
  • Forty percent of mobile consumers over 18 in the U.S. now have smartphones, according to July 2011 data from Nielsen. Android is the most popular operating system, with 40 percent of mobile consumers reporting they have a smartphone with an Android OS. Apple’s iOS is in second place, with 28 percent.
  • Some more research from the Pew Research Center helped to breakdown smartphone adoption and usage a bit more.58% of Americans between the ages of 25 and 34 now own a smartphone68% of smartphone owners access the internet or email on their handheld on a typical dayNow there was one more stat from this report that really caught my attention. It said that “25% of smartphone owners go online primiarlythrought their smartphone”.. I know myself, if the laptop I have at home could talk, it would say that it feels neglected!!! It’s easier for me to go online using my smartphone. It’s more convenient. I can often find all of the answers I need through my smartphone.Am I lazy? Am I addicted?Maybe… but if a growing number of the population is as well, then our business should take note as well.
  • In case you don’t know, the the USPS ran a mobile barcode promotion this summer that just ended. Did it work?While I do not know if you personally have thought this has been a success, I have absolutely seen a lot of QR Codes in my mailbox over the past few weeks, which has been exciting.But even if this expires and never comes back, there’s still reason for your company to utilize QR Codes.
  • The Little Rock Convention & Visitors Bureau (LRCVB) supports organizations in the Little Rock, Arkansas area that benefit from travel, entertainment and convention business. In the autumn of 2010 they sponsored the “Savor the City” campaign to: Increase awareness of and drive traffic to participating restaurants Provide patron demographic information to restaurants for use in refining future marketing efforts ---RESULTS---Patrons of participating restaurants were given printed cards encouraging them to visit the campaign microsite to provide their feedback. Of the total unique visits (137) to the campaign landing pages, 31% were accessed via the use of QR codes and 69% were accessed via a custom URLOf the total completed responses (108), 24% were via QR codes
  • How do you shorten a URL? There are tools such as Bit.Ly, ilnk.me.Some QR Code generators do it for you!
  • Because it’s easy to create a QR Code, the temptation exists to simply point one to your corporate website, or your customer’s corporate website! Do not do that! - It might not work on a phone (Flash). - It might take forever to load - It might not provide answers that someone needs on their phone at that moment.
  • Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
  • Thanks to a recent report [PDF] from the Pew Internet & American Life Project, we have all been able to gain some more insight into how social networks are being adopted across various demographics.Here you can see a chart based on household income. You can see that it really is high across the board.Why? Well, social networks are easy to get on. The great majority of them are free.The same applies to your business! They are easy to get on, and they are free to sign up.. Yes, it’ll take time and strategy and planning. But if people are there, why wouldn’t you want your business to be as well.This same report also broke down social networking usage by age.As expected, younger people certainly lead the way when it comes to using social networks such as Facebook, Twitter, YouTube, etc.Any guesses as to the percentage of usage was for folks in the 50-64 age bracket?Yep, it’s 51%!
  • SearchEngineJournal.com recently put out a great infographic on social networking usage. This is amazing. The growth in just the past two years.
  • Facebook’s “EdgeRank” is the basis for the algorithm the social network uses to determine what shows up in your news feed. It’s pretty important if you’re worried about visibility, which I’m assuming you are if you’re reading this.
  • Over the past couple of months, Google+ has come onto the social networking scene.It created a lot of buzz. It generated a lot of headlines.What is it? Is it working?Most statistics point to more than 25 million people being on there. Obviously, that’s nothing compared to Facebook or Twitter! But, that’s impressive growth.
  • This is a recent report that highlights the importance of making it easy for people to share your content. Specifically, adding Share This, or Tweet this buttons to your website.http://searchenginewatch.com/article/2106140/Adding-a-Twitter-Share-Button-Adds-7x-More-Exposure-ReportThe company BrightEdge produced a report that said that websites that display Twitter’s Tweet button on their homepage get seven times more social media mentions than sites without the button.That figure is based on an analysis of more than 4 million tweetsNow, I’m sure they’re not implying that simply adding the Tweet This button will give you 7 times the mentions instantly! You still need a strategy. You still need to produce tweet-worthy content. But if you’re marketing hat is on right, you’ll do both of those things.
  • The section from this infographic was published by Mashable last year. But the trends were right on… More and more people were turning to their mobile device to access emails.Since then, those numbers have gone way up.
  • So, what does the mobile email trend mean to you?Well, for one , I’d start with monitoring your audience. Start looking at your website traffic reports to see what devices people are using to get to your website.
  • When it comes to measuring the devices that are being used to click links from our emails and read content on their phones, there are things we can look for.For one, we want to know how many?We want to see what devices? We want to test our emails on those devices.We should also think about behavior. If someone’s looking at email when they are on their phone, what might be their state of mind be… They might be distracted, they are moving around, etc. how can we deal with that?
  • One more thing that you should be a trend in email marketing is truly utilizing the data we have to personalize emails!!There’s so much data available about people. Hopefully it’s in our CRM! It might be found in social networks, from other campaigns… from preferences they’ve checked on their website.Nearly any email service provider that you use should have technology that lets you create custom blocks of text, links, offers, images, etc. that can be tailored to different people based on the data that you do have.I don’t so much mean put the person;’s First Name in the Subject Line… that is kind of creepy to me actually.. But, there has to be ways to analyze the data we have, what we know people care abuot that, and then tailor some of the content to those interests!

Transcript

  • 1. 5 Marketing Trends That Could Grow Your Business
    Presented by interlinkONE and Grow Socially
  • 2. Who Am I
    @JasonPinto
    CMO,
    interlinkONE
  • 3. The Business
    Grow Socially, Inc – Support Services
    Online Marketing/Social Media
    http://GrowSocially.com
    interlinkONE – Software (SaaS)
    Enterprise Marketing Management Software
    http://interlinkONE.com
    Happy Anniversary 15 Years!
  • 4. Webinar Overview
    QR Codes
    Social Networking
    Email Strategies
    Mobile Commerce
    NFC
    Photo Credit: http://www.flickr.com/photos/svenwerk/369136782/sizes/m/in/photostream/
  • 5. A Gift for the Best Question(s)
    Submit a question during the webinar…
    … and you may win a copy of John Foley’s book.
    http://NewPathToProfit.com
  • 6. QR Codes
    Are you scanning?
  • 7. Making Print (& this Screen) Interactive
  • 8. Why QR Codes?
    http://blog.nielsen.com/nielsenwire/?p=28790
  • 9. July 2011 Statistics
    58% of Americans between the ages of 25 and 34 now own a smartphone.68% of smartphone owners access the internet/email on their handheld daily.
    Source: http://pewresearch.org/pubs/2054/smartphone-ownership-demographics-iphone-blackberry-android
  • 10. USPS Barcode Promotion
  • 11. Did it Work?
    Quote from 9/1: “Nearly one third of all Standard Mail in the past two months contained a QR code”
    Source: http://multichannelmerchant.com/printchannel/postal/usps-qr-code-promotion-0831jt1/
  • 12. Knowledge is Spreading
    “Almost half of all smartphones have downloaded an app capable of scanning a QR code”
    Source: InternetRetailer.com: http://ilnk.me/9c89
  • 13. Case Study: CustomXM
  • 14. How Can You Capitalize on This Trend?
    Follow Best Practices…
  • 15. Shorten the URL!
  • 16. Provide Clear Directions
  • 17. Mobilize Your Content
  • 18. Ask – What Would Make You Scan?
    Provide Directions / Map
    Click-to-Call or Click-to-SMS
    To Easily Learn Important Details
    To Opt-In for More Information
  • 19. Track, Measure, Test
  • 20. Social Networking
  • 21. Overall Usage Among Internet Users
    http://www.pewinternet.org/~/media//Files/Reports/2011/PIP-SNS-Update-2011.pdf
  • 22. Facebook Growth: 2010-2011
    Source: http://www.huffingtonpost.com/2011/09/01/growth-social-media-infographic_n_945256.html
  • 23. Need to get more out of Facebook?
    Pay attention to EdgeRank / News Feed Optimization
    • Post a wide-variety of content
    • 24. Engage with Fans
    • 25. Create “Like-worthy”posts
  • Google+
  • 26. Google+ Highlights
    Speak longer than 140 characters 
    Engagement seems to be higher than other channels
    Tightly Integrated:
  • 27. Google+ Highlights: Circles
  • 28. Google+… Need an Invite?
    http://ilnk.me/GPlus
  • 29. Spreading the News
    http://searchenginewatch.com/article/2106140/Adding-a-Twitter-Share-Button-Adds-7x-More-Exposure-Report
  • 30. Email Strategies
  • 31. Mobile Device Consumption
    http://mashable.com/2011/08/09/mobile-workers-infographic/
  • 32. Smashing Magazine Quote, 8/11
    “One in five emails are now opened on a mobile device.”
    Source: http://coding.smashingmagazine.com/2011/08/18/from-monitor-to-mobile-optimizing-email-newsletters-with-css/
  • 33. What does that mean to you?
    Start monitoring email/web traffic across device
    Possible HTML/CSS Changes Needed
  • 34. Analyzing Reports
  • 35. Reaching the Mobile Email Consumer
    Test out sending emails at different days and times: Early morning, evening, weekends.
    Focus on getting the Subject Line right! Use A/B tests.
    Ensure the images will load as quickly as possible.
  • 36. Generating Personalized EMails
  • 37. Mobile Commerce
  • 38. Mobile Payments
    Start with a cup of Coffee!
    • Get a Starbucks Gift Card
    • 39. Download the Starbucks Mobile Card app
    • 40. Input your Gift Card #...
  • It’s Spreading. And Easy 
    -Purchase Gift Card
    • Install App
    • 41. Enter Gift Card #
    • 42. Pay with your Phone!
  • Mobile Commerce
    Want to try it?
    Visit Booth 3661 & 3662 at Graph Expo!
  • 43. Near Field Communications (NFC)
    “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”.
    Source: http://en.wikipedia.org/wiki/Near_field_communication
  • 44. What Do You Need
    An NFC-enabled phone: Nokia one of leaders.
    Still need: greater adoption by hardware in US
  • 45. How NFC Can Be Used
    File Sharing: Tap one NFC device to another to instantly share a contact, photo, song, application, video, or link.
    Electronic business card: Tap one NFC device to another to instantly share electronic business cards or resumes.
    Mobile Wallet: An NFC device may make a payment like a credit card by touching a payment terminal at checkout.
  • 46. Application: Museum of London
    http://ilnk.me/NFCLondon
  • 47. Application: In the Store!
    Tap phone against screen to:
    • Sign up for specials & alerts
    • 48. Access recipes & videos
  • How to Stay on Top of NFC
    http://NFCTimes.com
    http://NFCWorld.com
  • 49. Wrapping Up
  • 50. Want to learn more?
    Graph Expo, Marketing Pavilion
    - Visit Booth #3661 & Booth #3662
  • 51. Not Going to Graph Expo?
    http://interlinkONE.com
    http://GrowSocially.com
    http://Twitter.com/JasonPinto
    Also, find us on Facebook, Twitter, YouTube, and more.
  • 52. Thank You!
    Any Questions?
  • 53. Any Winners?