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November 2011 - Marketing Roundtable - Bryan Hoeft


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Planning for the future means understanding which industry trends will impact your business and budgets. Here's your opportunity to engage with industry experts sharing stories that directly influence your 2012 marketing planning. Google is surely a line item in your budget, what are they up to now and where is Google going? Will Facebook advertising still be important to allocate budget to? Search Engine Optimization powers your visibility, but what trends should you be aware of and how will they impact your site's future? You'll get the insiders' perspective of B2B corporations, as the panelists take you through the upcoming trends and where you should focus your planning. You'll get answers to these questions...and much more... guaranteed!

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November 2011 - Marketing Roundtable - Bryan Hoeft

  1. 1. ANN ARBOR SPARK Marketing Roundtable - Search, Social, Mobile Marketing Trends BRYAN HOEFT MARKETING DIRECTOR, TAX & ACCOUNTING THOMSON REUTERS NOVEMBER 8, 2011
  2. 2. MY PERSPECTIVE <ul><li>Thomson Reuters </li></ul><ul><ul><li>$13.1 Billion (2010 Revenues) </li></ul></ul><ul><ul><li>55,000 Employees </li></ul></ul><ul><ul><li>100 Countries </li></ul></ul><ul><li>Tax & Accounting </li></ul><ul><ul><li>Part of the Professional Division </li></ul></ul><ul><ul><li>Technology and information solutions and services to the accounting profession </li></ul></ul><ul><ul><li>Oversee web properties and digital communication channels including social media </li></ul></ul>
  5. 5. DIGITAL ECOSYSTEM EVOLVING <ul><li>Companies’ satellite sites on Facebook, Twitter, and YouTube will play a larger role </li></ul><ul><ul><li>Capturing and redirecting traffic (leads and customers) back to the primary website. </li></ul></ul><ul><ul><li>Allowing these conversations to flourish in that remote environment.   </li></ul></ul>
  6. 6. DIGITAL ECOSYSTEM EVOLVING <ul><ul><li>Increase participation with conversational dialogue in Facebook, Twitter, etc. with not only promotional information , but more customer service and support options.   </li></ul></ul><ul><ul><li>Increase staff participation outside of natural website boundaries. </li></ul></ul><ul><ul><li>Engage more subject matter experts for content for blogs and social media posts. </li></ul></ul><ul><ul><li>Funneling traffic back to the primary website to expose visitors to additional (marketing) information. </li></ul></ul>
  7. 7. SEARCH & ADVERTISING <ul><li>Fight through the clutter </li></ul><ul><ul><li>Lots of competition </li></ul></ul><ul><ul><li>Organic search performance </li></ul></ul><ul><ul><li>Pay for performance </li></ul></ul><ul><ul><li>Search Engine Marketing Strategy </li></ul></ul><ul><ul><li>Dollars shifting from Print to Digital Advertising </li></ul></ul><ul><ul><li>Measurable </li></ul></ul>
  8. 8. POWER OF THE PEOPLE <ul><li>User Generated Content (UGC) </li></ul><ul><ul><li>Easy social sharing options </li></ul></ul><ul><ul><li>Customer submitted photos and videos </li></ul></ul><ul><ul><li>Provide real-time user feedback and ratings for products, services, and classes </li></ul></ul>
  9. 9. MOBILE IS A GO <ul><li>“ Mobile Access” needs and expectations increase with more folks moving to smart phones and tablet devices </li></ul><ul><ul><li>Native, mobile website experience for our primary </li></ul></ul><ul><ul><li>Targeted Apps (iOS, Android) </li></ul></ul><ul><ul><li>Provide additional rich content options </li></ul></ul>
  10. 10. GEO-LOCATION & BARCODES <ul><li>Geo-Location based services and QR codes </li></ul><ul><ul><li>Geo-location checkins for trade shows </li></ul></ul><ul><ul><li>QR codes at trade shows and in ads </li></ul></ul>
  11. 11. STAND APART WITH PERSONALIZATION <ul><li>Personalize the experience </li></ul><ul><ul><li>Self-service functionality </li></ul></ul><ul><ul><li>Notifications </li></ul></ul><ul><ul><li>Photos and videos of real customers to offer that peer-to-peer connection </li></ul></ul>
  12. 12. VIDEO KILLED THE RADIO STAR <ul><li>Video provides another dimension to connect </li></ul><ul><ul><li>Rich medium </li></ul></ul><ul><ul><li>Connections speeds increase </li></ul></ul><ul><ul><li>Personalize you business </li></ul></ul><ul><ul><li>Stand apart </li></ul></ul>
  13. 13. PRIVATE SANCTUARY <ul><ul><li>A safe environment where professionals can honestly and openly share opinions and answer questions without the fear of search bots, or clients, discovering these intimate conversations. </li></ul></ul>
  14. 14. MEASUREMENT <ul><li>Monitor, Analyze, Strategize </li></ul><ul><li>Lots of tools out there, but… </li></ul><ul><li>Mapping of Web Key Performance Measurements to Business KPM </li></ul>