The New Marketing

The NEW Marketing Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1

Old Marketing (pre-web)

Buy advertising and convince the media to write about you

PUSH Strategy
1 Way Conversation
Numbers Game
INTERRUPTION
Deepest Pockets Win

Consumers are interrupted with marketing messages focused on selling them something

New Marketing (post web)

Become a publisher by creating and sharing great content

PULL Strategy
2 Way Conversation
Engagement
COMMUNITY
Best Content Wins

Consumers are presented with great content that helps solve their problems

Dynamics of New Marketing are based on…
Web Search
Social Networks

The argument for great content The first place most people turn to solve a problem is the search engine community

Direct Mail? TV? Print Ads? tradeshows ?

The argument for great content Social networks feast on great content People love to share cool, unique and helpful stuff with their friends – the best of which goes “viral”

What the heck is GREAT content ?

Published works
or tools that help
solve your target audience’s problems

www. YourWebsite .com

It’s not about YOU…It’s about THEM content that provides solutions AND THAT’S EASY TO FIND

delivering anticipated, personal and relevant messages to people who actually want to get them
Seth Godin
Permission Based Email Marketing

eBooks
The digital media equivalent of a
conventional printed book
Wikipedia

WHITE-PAPERS
authoritative reports or guides that often addresses problems and how to solve them
Wikipedia

Online Video
becoming the medium of choice to drive
both brand awareness and sales
netboosterasia.com

Blendtec
Will it Blend?

Online Tools
software applications that provide website users
with useful information or help solve a problem

eNewsletters
relevant, themed content sent out regularly
by email to a permission based subscriber list

Blogs
from the term weblog, is a type of website with
regular entries of commentary, descriptions of
events, or other material such as graphics or
video, usually on a particular subject
Wikipedia

Press Releases

Send them all the time
Buyer Appeal
Keyword-rich copy
Links in releases
SEO
Drive people into your sales process
THE NEW RULES OF PRESS RELEASES David Meerman Scott

eLearning
learning that is delivered via electronic media
such as email, webinar, online video or podcast

So you have all this GREAT content…
NOW WHAT?

Create a
Marketing Friendly
Website

79% of users scan the page instead of reading word-for-word
Only 16% of users read every word
Reading from computer screens is 25% slower than from paper
Web content should have 50% of the word count of its paper equivalent
Web Facts

The “Marketing Friendly” Website
Descriptive headings
Short paragraphs
Bullet points
Bold text
Concise Copy – cut 50%
Simple Language

SEND OUT
Press Releases

How does online
PR distribution work?

Remember this press release?

Press Release Tools

Start a Permission Based Email Marketing Campaign

EMBRACE
Social Media

The New Target Market
Old marketing is based on mass targeting spend ad dollars and use mass media to push your message out to as many people as possible
New marketing is based on niche targeting create content and use search engines/social media to engage interested people in your product or service

New Marketing
is just the start of the conversation…

Thank You

The NEW Marketing Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1

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The New Marketing

by Mark Smiciklas on May 24, 2009

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The New Marketing — Presentation Transcript