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

Old Marketing (pre-web)

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

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

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

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 ?

What the heck is GREAT content ?

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

Published works

or tools that help

solve your target audience’s problems

www. YourWebsite .com

www. YourWebsite .com

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

Email

Email

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

delivering anticipated, personal and relevant messages to people who actually want to get them

Seth Godin

eBooks The digital media equivalent of a conventional printed book Wikipedia

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

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

Online Video

becoming the medium of choice to drive

both brand awareness and sales

netboosterasia.com

Blendtec Will it Blend?

Blendtec

Will it Blend?

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

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

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

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

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

Send them all the time

Buyer Appeal

Keyword-rich copy

Links in releases

SEO

Drive people into your sales process

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

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?

So you have all this GREAT content…

NOW WHAT?

Create a Marketing Friendly Website

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

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

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

The “Marketing Friendly” Website

Descriptive headings

Short paragraphs

Bullet points

Bold text

Concise Copy – cut 50%

Simple Language

SEND OUT Press Releases

SEND OUT

Press Releases

How does online PR distribution work?

How does online

PR distribution work?

Remember this press release?

Press Release Tools

Press Release Tools

Start a Permission Based Email Marketing Campaign

Start a Permission Based Email Marketing Campaign

EMBRACE Social Media

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

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…

New Marketing

is just the start of the conversation…

Thank You

Thank You

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