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Digital Centered Marketing - AMA Madison
 

Digital Centered Marketing - AMA Madison

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Digital Centered Marketing - AMA Madison - 3/8/2011

Digital Centered Marketing - AMA Madison - 3/8/2011

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    Digital Centered Marketing - AMA Madison Digital Centered Marketing - AMA Madison Presentation Transcript

    • Digital Centered Marketing The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • About Dana VanDen Heuvel Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Associations Marketech Guide to Marketing Technology and the MySpace, YourSpace, TheirSpace Guide to Social Network Marketing and the creator of the AMAs TechnoMarketing training series. Dana is a widely recognized expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, one of the nations first weblog and social media marketing consultancies and currently runs The MarketingSavant™ Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to reach and keep customers. Learn more from Danas blog at www.marketingsavant.com. The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool. We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business- to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we like to work with clients who share our philosophy. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Slide Deck & E-book Download www.marketingsavant.com/amamadison www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Digital Centered Marketing – Moving Your Marketing into the Digital Future Customer Relations Digital customer relationships, forming, keeping, growing, being a “more human” marketer (digitally), starting your CRM from a digital center, digital CRM mindset in everything Getting to Digital BIG IDEA – GAME CHANGING – DIGITAL CENTERDNESS OF THE Advertising and Content FUTURE, workshop on how to get Models, vendors, best campaigns, to ‘digital center, marketing digital centered companies doing process (changes), data-centered all digital campaigns, how to do mindset, setting the stage for the advertising from a digital center digital future, BYO (build your own) digital marketing plan Digital Data Digital Content Digital Relationships www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Marketing in Perpetual Beta www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Digital Centered Re-Defines the Old Buckets www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Digital Centered Marketing Planning is LATERAL Not LINEAR
    • Anything is Possible “In this environment, clients need ideas that will transform their business. In the past, when our only tool was paid media, it was virtually impossible to develop an idea that could change a client’s fundamental competitive position. Now, digital has the potential to re-imagine a consumer connection, or reinvent a business model. And we have a long list of consumer touchpoints with which to work, starting with the Web, then expanding to mobile applications, social, gaming, viral, digital-out-of-home, widgets, gadgets and more. Now, anything is possible.” Razorfish, Digital Outlook Report www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Five Media Types www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Media Convergence “Current media mix models are falling down; they are based on older research models that assume media channels are by and large independent of one another. As media consumption changes among consumers, and marketers include more digital and disparate channels in the mix, it is more important than ever to develop new media mix models that recognize the intricacies of channel interaction. Since online media is often linked closely with other media (TV can drive search, search can drive magazine usage and so forth) we need to adopt new ways of measuring to account for the true complexity of media in the digital age.” Razorfish, Digital Outlook Report www.marketingsavant.com http://www.flickr.com/photos/madison_guy/2957546820/sizes/o/The MarketingSavant Group 888.989.7771
    • We’re not product companiesWe’re not service companiesWe’re INFORMATION companies www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Digital Centered is Moving BeyondDemographics www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Persona Document
    • Journalists & Storytellers = The Next CMOs www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Data as Storytelling www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Customers Expect Marketers to Build API’s www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Conversation as Core Competency “There’s a real cost to ignoring the conversation.” “We live in a conversation driven world. Even if your brand is not an active user of social media, your customers and potential customers are. This is revolutionizing the way brands have to think about themselves and how they choose to compete. In a conversation driven world, the real threat is not conversation itself, but commoditization. Unless customers have reason to talk, they wont. And a brand that generates little or no conversation will be killed by one that does.” Paul Worthington, Fast Company Magazine www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • • 34% of adults who use social media have used social media tools “as an outlet to rant or rave about a company, brand or product” • 26% of those adults use social media to share their dissatisfaction with a company, brand or product • 23% of those adults use social media to share their feelings about the companies, brands and products they like • 38% said that they aim to influence others when they express their preferences online Customers = Competent Conversationalists www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Digital Centered = Mobile Identities www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Digital Believers Mobilized www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Customers In the Mesh“Better Things, Easily Shared”Marketing Becomes a “Sharing Platform” www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Let’s Review! • Digital Centered Marketing – Data – Relationships – Content • Web 2.0 • Marketing in Perpetual Beta • Don’t Force New Tools/Ideas Into Old Buckets • Think Lateral, Not Linear • Acknowledge Owned, Sold & Hijacked Media • Follow the Media Lifecycle • Media Convergence www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Let’s Review! • We’re Publishers in the Information Business • Move Beyond Demographics • Digital Storytelling + Data • Build an API Into Your Brand • Conversation as Core Competency • Mobile Identities • Digital Believers Mobilized • Marketing in the Mesh – Marketing as Platform www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Slide Deck & E-book Download www.marketingsavant.com/amamadison www.marketingsavant.comThe MarketingSavant Group 888.989.7771
    • Digital Centered Marketing The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771