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Marketing and Technology Go Hand-in Hand, But Where are They Going?
 

Marketing and Technology Go Hand-in Hand, But Where are They Going?

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Updated presentation on marketing and technology trends for the Albany Ad Club

Updated presentation on marketing and technology trends for the Albany Ad Club

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  • Perfect show for me because I’ve spent my career in IT and marketing
  • Mobile uses cloud FB, LinkedIn, by nature collaborative Lots of cloud collaboration tools for working with outside entities; Google Docs, WebEx, GoToMeeting, JoinMe
  • Send a simple reminder to customers on how to use what we’ve already done for them Example: Dyson: clean your filter once a month closing: If it’s okay with you, we’ll send you reminders from time to time
  • Consistent experience Google + is fastest growing channel, but no one has their head around it, except search results Got to listen Use keywords so people find blog Reuters visits have gone up exponentially since dynamic
  • Also called cross media strategy, integrated marketing Funnel: Awareness Education Purchase Loyalty -- same as BNI??? 4 c’s, not 4 p’s Consumer Product Total cost of ownership Price Convenience Place Communication Promotion Most important media Blogs Video Much more likely to fill out contact form Have a problem, how to fix it (2 mins or less) Answer one big problem Screen capture good Use keywords in narrative and description Source: infotrends Checking your reputation quarterly will keep your brand shining at its best. Correct wrong information. Consider if what is being shown is relevant, what you want people to see.
  • Also called cross media strategy, integrated marketing Funnel: Awareness Education Purchase Loyalty -- same as BNI??? 4 c’s, not 4 p’s Consumer Product Total cost of ownership Price Convenience Place Communication Promotion Most important media Blogs Video Much more likely to fill out contact form Have a problem, how to fix it (2 mins or less) Answer one big problem Screen capture good Use keywords in narrative and description Source: infotrends Checking your reputation quarterly will keep your brand shining at its best. Correct wrong information. Consider if what is being shown is relevant, what you want people to see.
  • Create content at least every two weeks, make easy to share Channels are so new, don’t have strategy for evaluating quality Define success – ideal customer Also, QR codes were used to get a form
  • Channels are so new, don’t have strategy for evaluating quality
  • Apps can’t talk to each other yet – that will change PC, tablet, phone pick up seamlessly using data from cloud People who have tablets prefer to read news and magazines on them because they are optimized for them Need to develop real mobile apps for tablets
  • Social media is understaffed today like analytics used to be. Also, overbuying IBM has 150 products in Digital Marketing “suite” Adobe has a bunch too.
  • More productive at home – search for better tools, ease of use, simplicity At work, forced to use what’s there User interface – like apps Expect quick development speed, nimble Expect internal apps to be as easy to use, not lame Kids open games and start banging away, don’t use manual Move to product development mentality Treat employees like customers It wants to say yes to users for tools they’ll use and love HBO has different UI for different groups (creative, engineering, … like Google they personalize results Areas with most revolt, most inefficient
  • Drives down number of emails, meetings Examples: Toyota, 7/11, Red Rooster (source: Yammer) Toyota asked employees, how do we build faster,easier, cheaper Had employees help innovate on floor, could stop line, e.g., I could do this faster with a better wrench 7/11: tasted changed with recession. Asked store managers how to address changing needs. Stores most involved, made the most $ IT needs to be empowered to solve big problems Predictable vs adaptable companies Predicatability can be a liability Blockbuster put stress on DVDS vs online and … We must embrace volatiilty Laziness -> innovation Red Robin let emps innovate Leading indicator of return was emp retention
  • 47% of people play games at work Games have goals that are set outside; they are not a linear story They are addictive because they make dopamine flow Great tool for B2C, training/education Behavior change, coaching Examples Deloitte game to test, self-qualify, new accountants Flying practice (land in Hudson_ Mad men, trivia game http://www.amctv.com/shows/mad-men

Marketing and Technology Go Hand-in Hand, But Where are They Going? Marketing and Technology Go Hand-in Hand, But Where are They Going? Presentation Transcript

  • Marketing and Technology Go Hand-in Hand, But Where are They Going?Cindy Herrmann Ad ClubMogul Marketing
  • About Cindy HerrmannCindy Herrmann is a partner in Mogul Marketing in East Chatham.Mogul Marketing specializes in integrated social networking and web design, case studies, photography and video.Cindy is on the board of the Capital Area Technology Association.
  • How We Consume Data is Changing PCs: 500M ios: 175M+ Droid 250M+ Tablets 75M+
  • The way we work is changing Mobile technologies Cloud computing Collaborative technologies, workflow
  • The Buzz  Email Marketing Works  Integrated Web Marketing  Growth of Content Marketing  Spectacular Growth of iPads, Macs  Prevalence of Google Analytics  Consumerization of IT  Employee Empowerment  Gamification
  • Email Marketing Works Best way to reach consumers and business online Segment lists, targeted message Use as foundation of integrated web marketing campaign
  • Integrated Marketing Your corporate web site is no longer your sole presence point Want to be relevant to customers and prospects where they go Consider dynamically assembling web site content from social data (Thomson Reuters)
  • Integrated Marketing – web site
  • Integrated Web Marketing – best results  Attraction  SEO, blogs, ads, social networking  Where’s my audience?  Retention  Put like us, follow us at top of home page  Email, print, web site, mobile
  • Integrated Web Marketing – best results  The more tactics and channels used, the greater ROI  Spend a greater % of budget on content marketing  Tailor content to different market segments  Higher ups buy in  Challenge: lack of experience
  • Biggest increase in adoption: • research reports • videos • mobile content • virtual conferencesSource: MarketingProfs and Content Marketing Institute
  • •5 social media channelsused on average•Challenge: often blocked•Larger companies usemore tactics•Smaller companies, <10employees, spend more oncontent marketing, 42% ofbudget Source: MarketingProfs and Content Marketing Institute
  • Content Marketing is being usedto achieve organizational goals Brand awareness Customer acquisition Lead generation Customer retention/ loyalty Thought leadership
  • Integrated web marketing – Content Strategy  Identify customer pain points, biggest problems, big issues  Survey to find out  Find keywords using Google Adwords keyword tool, conversation starters  Examples: What are QR codes? What is cloud computing?  Stay on theme for a while  Search
  • Integrated web marketing – Define Success
  • Spectacular Growth of iPads, Macs 65% of US CEOs have an iPad 30% of readers of Fine Woodworking have an iPad and use it in their shop Most companies just do apps for ios In post-PC era, work is not a place you go, it is a thing you do
  • Prevalence of Google Analytics It has gotten a lot better The Dashboard interface was in all kinds of products
  • Consumerization of IT
  • Employee Empowerment Attacking silos Internal social media systems  Salesforce chatter, Yannex Games, anything fun (from Foreign Affairs!) Ask employees to help innovate
  • Gamification AXA/Equitable life insurance sales were way down  Goal: education  Pass it on! http://www.axa-equitable.com/life-insurance/life-game.html As we play, we learn Games adjust as we play Need trial and error to learn
  • Thank you! Feel free to reach out for moreinformation, or to have me speak. Cindy Herrmann Mogul Marketing (518) 794-7483 Cindy@MogulMarketing.com blog.mogulmarketing.com Twitter: wiebwieb