The New Marketing

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    The New Marketing - Presentation Transcript

    1. The NEW Marketing Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1
      • Old Marketing (pre-web)
    2. Buy advertising and convince the media to write about you
      • PUSH Strategy
      • 1 Way Conversation
      • Numbers Game
      • INTERRUPTION
      • Deepest Pockets Win
    3. Consumers are interrupted with marketing messages focused on selling them something
    4. New Marketing (post web)
    5. Become a publisher by creating and sharing great content
      • PULL Strategy
      • 2 Way Conversation
      • Engagement
      • COMMUNITY
      • Best Content Wins
    6. Consumers are presented with great content that helps solve their problems
      • Dynamics of New Marketing are based on…
      • Web Search
      • Social Networks
    7. The argument for great content The first place most people turn to solve a problem is the search engine community
    8. Direct Mail? TV? Print Ads? tradeshows ?
    9.  
    10. 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”
    11.  
    12.  
      • What the heck is GREAT content ?
      • Published works
      • or tools that help
      • solve your target audience’s problems
      • www. YourWebsite .com
    13. It’s not about YOU…It’s about THEM content that provides solutions AND THAT’S EASY TO FIND
    14.  
      • Email
      • delivering anticipated, personal and relevant messages to people who actually want to get them
      • Seth Godin
      Permission Based Email Marketing
    15.  
      • eBooks
      • The digital media equivalent of a
      • conventional printed book
      • Wikipedia
    16.  
      • WHITE-PAPERS
      • authoritative reports or guides that often addresses problems and how to solve them
      • Wikipedia
    17.  
    18.  
      • 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
    19.  
    20.  
      • eNewsletters
      • relevant, themed content sent out regularly
      • by email to a permission based subscriber list
    21.  
    22.  
      • 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
    23.  
    24.  
    25.  
      • 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
    26.  
    27.  
      • eLearning
      • learning that is delivered via electronic media
      • such as email, webinar, online video or podcast
    28.  
    29.  
      • 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?
    30. Remember this press release?
    31.  
      • Press Release Tools
    32.  
    33.  
    34.  
      • Start a Permission Based Email Marketing Campaign
    35.  
      • EMBRACE
      • Social Media
    36.  
    37.  
    38.  
      • 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
    39.  
      • New Marketing
      • is just the start of the conversation…
    40.  
      • Thank You
    41. The NEW Marketing Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1

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