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Marketing was so much simpler when there was a limited number of TV, radio, newspapers, magazines, and movies. Marketers scheduled advertising in one or more mediums, waited, and watched for product sales as a result. Today there are myriad channels to utilize—and compete against—for customers’ attention. It’s no longer enough to create an exciting advertisement, let alone to expect a captive audience.

Marketers today must reach customers wherever they are through a variety of new tools, technologies, and platforms. Added to this, marketers need to sew in a genuine, personal, hands-on touch, and partner with customers. It sounds frightening, but the core concepts of marketing haven’t changed.

In this webinar, our panelists stitch together marketing fundamentals with the latest strategies. Specifically you will learn:

-Principles and practices of modern marketing.
-The mix of old and new skills marketers must balance.
-Analytical skills needed to succeed in modern marketing.
-Inbound marketing, web development, and design techniques for marketers.

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  • http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613
    Quote on lower person reading article.
    Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccan
    WE are unique in our reach
  • We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)
  • Marketers may spend millions of dollars on elaborately conceived advertising campaigns, yet often what really makes up a consumer’s mind is not only simple but also free: a word-of-mouth recommendation from a trusted source.
  • Not only tell a great story but create an experience that customers want to talk about, and that means collaborating with other departments around the customer journey
    Not only analyze data for insights but design ways to use that data to create customer value (e.g. to use the customers data to tailor a better experience for the customer)
    Understand that their power to dictate conversations is waning, so get better at joining conversations (the whole burgeoning field of real time marketing)
  • 1.14.14

    1. 1. Frankenmarketer: What is the Skill Set of the Modern Marketer? #SMTLive
    2. 2. Join the Conversation… long and Follow a thoughts 157,34 your share t Twitter a 5e on #SMTliv Subm quest it your ions i n the GotoW Prese ebinar ntatio windo n w #SMTLive
    3. 3. Our Speakers Tami Canizzarro is a Global Director of Marketing at IBM where she is responsible for driving IBM’s Social Business initiative which helps companies to improve sales, marketing and workforce productivity by building social into the fabric of their organizations. Her stated mission is to help IBM become the number one Social Business in the world and to help clients become socially forward businesses. Tami has worked at IBM for 10 years driving marketing programs across the company. She writes a blog for marketers www.digitalageofmarketing.com and tweets under the name @TamiCann. Natanya Anderson Natanya Anderson is the Director of Social Media and Digital Marketing at Whole Foods Market. She has been working with social and new media for over a decade with a focus on both strategy and execution, helping organizations change the way they engage with their constituents. At Whole Foods she his concentrating on how an extensive local digital footprint merges with a strong brand presence to create a unique customer experience that differentiates a brand, drives loyalty, and supports the retail experience. @natanyap Simon Pearce has over 15 years of experience in bringing world-class brands to life. He founded Fabric Branding to help his clients' to find their "ideas worth caring about" and to bring those ideas to life through the design of experiences worth talking about. Simon believes that digital and social technologies are fundamentally rewriting the rules of engagement between companies and their customers: now is the time to rethink how we define what brands are, and how we go about building them. @simonpearcelive Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007.  Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey #SMTLive
    4. 4. Frankenmarketer: What is the Skill Set of the Modern Marketer? Natanya Anderson Director, Social Media & Digital Marketing Whole Foods Market #SMTLive
    5. 5. Our Job Is Bigger Than Ever Before • Of all the stories • Customer centricity isn’t an option • To all the audiences • Consider the entire experience, not just your part • In all the formats Storyteller Customer Experience Advocate • Insights, not data • Focus on the actionable • Look beyond your own data • That means customer service too • Engage with every kind of media Insights Forager Consume, Test, and Learn • Be critical – act as a user first • Don’t be afraid to fail #SMTLive
    6. 6. Required: A New Perspective Then: From Us to Them Now: Renewing Dialog #SMTLive
    7. 7. Thank you! Natanya Anderson @natanyap #SMTLive
    8. 8. What is the Skill Set of the Modern Marketer? Simon Pearce, Founder @simonpearcelive
    9. 9. The digital age has amplified the importance of word-of-mouth …more disruptive than other factors that influence purchase choice: it is more likely to change behavior …the only factor that is in the “top three” factors across the entire customer journey …not a one-hit wonder: builds its own momentum over time McKinsey Quarterly: APRIL 2010 • Jacques Bughin, Jonathan Doogan, and Ole Jørgen Vetvik PAGE 9
    10. 10. Customer experience is the biggest driver of word-of-mouth Correlation between customer experience index and positive word-of-mouth* Note: *As measured by the Forrester Research “Customer Experience Index” Source: Forrester Research: Manning, Harley; Bodine, Kerry (2012-08-28). PAGE 10
    11. 11. Marketing is becoming a design challenge as much as it is a storytelling challenge • Not only tell compelling stories, but create experiences worth talking about (e.g. Red Robin Brand Transformation) • Data not just for insights and targeting, but as a tool to create value directly for customers (e.g. Nike Fuel band) • Be more interesting by joining conversations that are happening now (e.g. Oreos at the Superbowl blackout) • Must collaborate more with IT, CRM, Operations, New Product Design etc. to deliver a coherent customer journey PAGE 11
    12. 12. Thin gs you can do now to get started PAGE 12
    13. 13. #1 Look at your brand strategy Does your brand story not only inspire you to tell stories, but also inspire customers to tell stories? PAGE 13
    14. 14. #2 Look at your level of experience integration Do you have a customer experience map that all departments collaborate on or just messaging and recall goals? PAGE 14
    15. 15. #3 Look at how you create content Do you have a real time marketing capability? PAGE 15
    16. 16. #4 Look at your people Are your employees your advocates? Are they excited to create brand moments of truth that will drive positive WOM? PAGE 16
    17. 17. #5 Look at your customer service Is your customer experience defensive (a cost to be borne) or a marketing asset that generates positive word-of-mouth? PAGE 17
    18. 18. @simonpearcelive Simon.Pearce@FabricBranding.com Thank You!
    19. 19. Upcoming Webinars 1/21 Social Organization: What are Best Practices for Internal Collaboration http://socialmediatoday.com/social-collaboration-webinar 1/28 The Social Customer Engagement Index: Use & Effectiveness of Social Media in Customer Servicehttp ://socialmediatoday.com/social-customer-engagement-index-2013-webinar 2/4 Mobile and The Store of The Future http://socialmediatoday.com/mobile-store-webinar