2. trans·for·ma·tion
-noun
A change or alteration,
especially a radical one.
2 SOURCE: WORLD ENGLISH DICTIONARY
3. …the Internet has turned what
used to be a controlled, one-way
message into
a real-time dialogue
with millions.
DANIELLE SACKS
THE FUTURE OF ADVERTISING
FAST COMPANY, NOVEMBER 17, 2010
3
4. 4
4
79% of adult Americans use the Internet.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
5. 78%
of Internet users conduct product research online.
5 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
6. 10.3 Billion searches are conducted
every month on Google.
6 SOURCE: COMSCORE, AUGUST 2010
7. The average US Internet user
views
2,750 web pages per month.
7 SOURCE: THE NIELSEN COMPANY, JANUARY 2011
8. of US consumers spend
1/3 three or more hours
online every day.
8 SOURCE: THE MEDIA AUDIT, OCTOBER 2010
9. 24%
of adults have posted comments
or reviews online about the things
they buy.
9 SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
10. Your customers are relying more & more
on social. 9 out of 10
9 out of 10 Internet users visited
a social networking site each month in 2010.
10 SOURCE: COMSCORE, FEBRUARY 2011
11. 1 out of every 8
minutes online
is spent on Facebook.
11 SOURCE: COMSCORE, FEBRUARY 2011
12. Twitter‘s active
user base generates
90 Million
tweets per day.
12 SOURCE: RJMETRICS, JANUARY 2010
13. More than half
of all Internet users
read blogs at least monthly.
13 SOURCE: EMARKETER, AUGUST 2010
14. US Internet users spend
3x more minutes on blogs
& social networks
than on email.
= 1 MINUTE
SOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES
GAMES
14 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
15. 40%
of Facebook‘s
user base is
age 35+.
15 SOURCE: ISTRATEGY LABS, JANUARY 2010
16. 64%
of Facebook
users have
become ―fans‖
of at least
one company.
16 SOURCE: EXACTTARGET, 2011
17. Web-based email usage
is on
the
28%
22%
AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54
-1% AGE 55-64 AGE 65+
-8%
-12%
-18%
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
-59%
17 SOURCE: COMSCORE, DECEMBER 2010
18. Search engines, blogging &
other Internet trends have
fundamentally transformed
the way people & businesses
purchase products,
but most small businesses still use outdated
& inefficient marketing methods—like print
advertising, telemarketing & trade shows
—that people increasingly find intrusive
& screen out."
BRIAN HALLIGAN
CO-FOUNDER & CEO
HUBSPOT
18
20. 78%
of business people
use their mobile device
to check email.
20
20 SOURCE: AT&T, MARCH 2011
21. of US smartphone owners compare prices
40% on their mobile device while in-store,
shopping for an item.
21 SOURCE: COMSCORE, JANUARY 2011
22. 1 in 5
US adult mobile phone owners
have used their device
to make a purchase
in the past month.
22 SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
23. 40%
of US households have a DVR.
23 SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010
24. 200 Million
Americans have registered on the Federal Trade Commission‘s
―Do Not Call‖ list.
24 SOURCE: FTC, JULY 2010
25. 46%.
The decline in spending
on tech trade shows in 2009.
25 SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009
26. 91%
of email users have
unsubscribed
from a company email
they previously opted-in to.
26 SOURCE: EXACTTARGET, , 2011
27. of 25-34 year-olds have left
84% a favorite website because of
intrusive or irrelevant advertising.
27 SOURCE: HOWTO.TV, APRIL 2008
28. Audiences everywhere are
tough. They don‘t have time to
be bored or brow beaten by
orthodox,
old-fashioned advertising.
We need to stop interrupting
what people are interested in &
be what people
are interested in.”
CRAIG DAVIS
CHIEF CREATIVE OFFICER, WORLDWIDE
J. WALTER THOMPSON (WORLD‘S 4TH LARGEST AD AGENCY)
28
29. new
–adjective
Markedly different from
what was before;
changed, especially for the
better.
29 SOURCE: WORLD ENGLISH DICTIONARY
31. This OUTBOUND
is
your
new
marketing
mix.
INBOUND
31
32. Be helpful.
Helpful is the new viral.
ask yourself how you can be of service to
Helpful your current and potential customers. What
problems can you solve? What questions
Relevant can you answer? What knowledge can you
share?
Remarkable
Read more:
Frequent http://blog.hubspot.com/blog/tabid/6307/bid
/10291/Helpful-is-the-New-Viral.aspx#ixzz1
GsSghdGN
32
39. If you don‘t like change,
you‘re going to like
irrelevancy even less.‖
GENERAL ERIC SHINSEKII, 2003
39
40. in·bound mar·ket·ing
-noun
Any marketing tactic that relies
on earning people‘s interest
instead of buying it;
a.k.a. the key to marketing
transformation.
40 SOURCE: WIKIPEDIA
41. Inbound marketing
in a nutshell.
1: GET FOUND ONLINE
3: ANALYZE & IMPROVE
2: CONVERT VISITORS & LEADS
41
42. More than 1/3 of US companies
use blogs for marketing purposes.
42 SOURCE: UM, OCTOBER 2010
48. 2/3
of marketers say
their company blog
is “critical” or
“important”
to their business.
48 SOURCE: HUBSPOT, 2011
49. The number
of marketers
who say
Facebook
is “critical”
or “important”
to their business
has increased
83%
in just two years.
49 SOURCE: HUBSPOT, 2011
50. 51%
of Facebook fans
are more likely to buy
the brands they fan.
50 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
51. of Twitter followers
79%
are more likely
to recommend
the brands they follow.
51 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
52. The average budget spent on company blogs
& social media has nearly doubled in two years.
2009
$$$ $ $ $$ $$
2011
$$$ $ $ $$ $$$$ $ $ $$ $$
$ = 1% OF ANNUAL MARKETING BUDGET
52 SOURCE: HUBSPOT, 2011
53. What we really need is
a mindset shift that will make us
relevant to today‘s consumers,
a mindset shift from
„telling & selling‟
to building relationships.”
JIM STENGEL
FORMER GLOBAL MARKETING OFFICER
FOR PROCTER & GAMBLE
53
54. how·to
–noun
A set of step-by-step instructions
for accomplishing a certain task
or reaching a certain objective.
54 SOURCE: RANDOM HOUSE DICTIONARY
55. 1 Make
stuff
people
want.
• EDUCATIONAL EBOOKS
• HOW-TO VIDEOS
• ONLINE CALCULATORS
• PLANNING TOOLS
• ANSWERS TO COMMON QUESTIONS
55
56. • THE MORE YOU
GIVE, THE MORE
YOU GET
2 Be
generous.
• BUILD
TRUST, CREDIBILITY
& GOOD WILL
• INCREASE #
OF PAGES
& INBOUND LINKS
56
57. Rock •
HTTP://WWW.HUBSPOT.COM/INTERNET-
your MARKETING-TIPS/DETAILED-KEYWORD-
TIPS/
keywords.
• HTTP://WEBSITEGRADER.COM/
57
58. 4 Give
great
directions.
• RELEVANT LANDING PAGES
• CLEAR CALLS TO ACTION
• COMPELLING OFFERS
58
59. 5 Invest
wisely.
―IF IT DON‘T MAKE DOLLARS, IT DON‘T MAKE SENSE.‖
59
60. It no longer makes
economic sense to send
an advertising message
to the many, in hopes
of persuading the few.
M. LAWRENCE LIGHT
FORMER CHIEF MARKETING OFFICER
MCDONALDS
60
63. IMAGE CREDITS.
HubSpot gratefully acknowledges the following photographers for sharing their original works via flickr & the Creative Commons license.
SLID FLICKR USERNAME SLID FLICKR USERNAME
E E
4 PIMBOULA 32-34 SHEREEN M
5 MEZ LOVE 35 MAIT JÜRIADO
6, 58 STÉFAN 36 AJITH
& 59
7 DARRREN HESTER 37 TELSTAR LOGISTICS
8 NICHOLASJON 38 DR CRAIG
9 GUSTAVO PIMENTA 41 EKURVINE
12 ETGEEK (ERIC) 42 AGAHRAN
13 & DELPHWYND 43 B.ROMAIN
15
16 IAN RANSLEY DESIGN + 46 JULIANA COUTINHO
ILLUSTRATION
22 MASOCHISMTANGO 47 RJMETRICS
23 ABBYLADYBUG 48 EFLON
24 TYLERDURDEN1 49 ESCAPEDTOWISCONSIN
25 CELINE NADEAU 50 XURDE
26 INKMAN_ 55 JOSH LIBA
27 ASHLEY ROSE 56 BRANDON CHRISTOPHER WARREN
32-34 SHEREEN M 57 FEITICEIRA_ORG
63 *ALL IMAGES WERE PURCHASED ON ISTOCKPHOTO.COM UNLESS NOTED ABOVE.
64. ABOUT HUBSPOT.
HubSpot is an all-in-one marketing software
platform for small and medium-sized businesses.
4,000+ companies use HubSpot to generate
over 500,000 leads per month.
LET‟S BE FRIENDS ONLINE!
http://blog.hubspot.com/
Twitter.com/hubspot
Facebook.com/hubspot
Linkedin/com/hubspot
Youtube.com/hubspot
flickr.com/photos/hubspot
64 NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.
http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspxImage http://www.flickr.com/photos/mezdeathhead/By Mez Love
Image: http://www.flickr.com/photos/st3f4n/By Stéfanhttp://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Releases_August_2010_U.S._Search_Engine_RankingscomScore Explicit Core Search Share Report*August 2010 vs. July 2010 Total U.S. – Home/Work/University LocationsSource: comScoreqSearch
Image: http://www.flickr.com/photos/darrenhester/by Darrren Hesterhttp://totalaccess.emarketer.com/Chart.aspx?R=106042&dsNav=Ro:0,N:1064Chart Title: Average Web Usage Among US Internet Users, Jan 2011 Publication Date: February 11, 2011Topics:Internet UsageGeographies: North America> United StatesSources: The Nielsen Company
Image http://www.flickr.com/photos/nicholasjon/10039285/sizes/o/By nicholasjonhttp://totalaccess.emarketer.com/Chart.aspx?R=105978&dsNav=Ro:8,N:1064Chart Title: Time Spent per Day on the Internet According to US Consumers, Oct 2010 (% of respondents) Publication Date: January 12, 2011Topics:Internet UsageGeographies: North America> United StatesSources: The Media Audit
Image by http://www.flickr.com/photos/guspim/By Gustavo Pimentahttp://totalaccess.emarketer.com/Chart.aspx?R=102205Source: Online Product ResearchSep 29, 2010
Image by http://www.flickr.com/photos/tofsrud/By etgeek (Eric)'http://www.pamorama.net/wp-content/uploads/2010/12/a-year-of-twitter.pngBut which exact source stated this???
Image http://www.flickr.com/photos/delphwynd/4793880149/sizes/l/By delphwyndhttp://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102385Chart Title: Internet Users in the US and Worldwide Who Read Blogs, 2008-2010 (% of respondents) Publication Date: October 1, 2010Topics:BlogsGeographies: North America> United StatesWorldwideSources: UM
http://totalaccess.emarketer.com/Chart.aspx?R=105504&dsNav=Ro:9,N:1064Chart Title: Top 5 Online Activities of US Internet Users, Ranked by Minutes Spent and Share of Time Spent Online, Nov 2010 (billions and % of total) Publication Date: January 11, 2011Topics:Internet UsageMedia ConsumptionSocial Network UsersGeographies: North America> United StatesSources: The Nielsen Company
RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts) Feb 06, 2007http://www.marketingsherpa.com/content/?q=node/2568
http://totalaccess.emarketer.com/Chart.aspx?R=106680&dsNav=Ro:4,Nrc:id-1050|id-1046,N:1046-911&xsrc=TopicsPanelChart Title: Mobile Shopping Activities of US Smartphone Users, Jan 2011 (% of respondents) Publication Date: February 17, 2011Topics:M-CommerceSmartphonesGeographies: North America> United StatesSources: comScore Inc.
Image http://www.flickr.com/photos/masochismtango/2863696852/sizes/o/By masochismtangohttp://totalaccess.emarketer.com/Chart.aspx?R=106680&dsNav=Ro:4,Nrc:id-1050|id-1046,N:1046-911&xsrc=TopicsPanelChart Title: Mobile Shopping Activities of US Smartphone Users, Jan 2011 (% of respondents) Publication Date: February 17, 2011Topics:M-CommerceSmartphonesGeographies: North America> United StatesSources: comScore Inc.
Image: http://www.flickr.com/photos/abbyladybug/By abbyladybughttp://www.leichtmanresearch.com/press/092710release.htmlOn-Demand TV 2010: A Nationwide Study on VOD and DVRs. Leichtman Research Group, Inc.
http://www.exacttarget.com/resources/SFF8.pdfhttp://www.flickr.com/photos/inoxkrow/150080109/sizes/z/Image by iNkMan_
http://www.netimperative.com/news/2008/july/2/online-ad-avoidance-2018reaches-record-high2019 HowTo.tv April 2008Image http://www.flickr.com/photos/ashleyrosex/3737455103/sizes/l/By ashley rose
Building assets for your company instead of renting media spaceThink of yourself that way – blog, etc.
http://www.flickr.com/photos/shereen84/3187315381/sizes/l/in/set-72157605701019643/Ask yourself how you can be of service to your current & potential customers.Content creation is the biggest factor in the Inbound Marketing Equation. Each time you publish a blog post you are increasing the indexed page volume of your site and the ability to rank for important keywords. You are also creating great link bait and engaging with your subscribers, customers, potential leads, industry professionals, etc.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/6790/Breaking-Down-the-Inbound-Marketing-Mix.aspx#ixzz1GsLPV93m
http://www.flickr.com/photos/shereen84/3062251754/sizes/l/in/set-72157605701019643/**STAT ABOUT FREQUENCYSpend 40% on Blogging / Content CreationContent creation is the biggest factor in the Inbound Marketing Equation. Each time you publish a blog post you are increasing the indexed page volume of your site and the ability to rank for important keywords. You are also creating great link bait and engaging with your subscribers, customers, potential leads, industry professionals, etc.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/6790/Breaking-Down-the-Inbound-Marketing-Mix.aspx#ixzz1GsLPV93m
http://www.flickr.com/photos/shereen84/2618592303/sizes/l/in/set-72157612026199730/Image by Shereen Mre·mark·a·ble–adjectiveWorthy of note or attention.**GODIN QUOTE ABOUT BEING REMARKABLE”: “… remarkable is something that other people find interesting enough to remark upon.”Read more: http://blog.hubspot.com/blog/tabid/6307/bid/6138/4-Tips-to-Make-Your-Content-Remarkable.aspx#ixzz1GsaoLCAsSpend 40% on Blogging / Content CreationContent creation is the biggest factor in the Inbound Marketing Equation. Each time you publish a blog post you are increasing the indexed page volume of your site and the ability to rank for important keywords. You are also creating great link bait and engaging with your subscribers, customers, potential leads, industry professionals, etc.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/6790/Breaking-Down-the-Inbound-Marketing-Mix.aspx#ixzz1GsLPV93m
http://www.flickr.com/photos/mait/3582113151/sizes/l/By MaitJüriadoTips on how to get links:Submit your site to web directories.Focus on the directories with the best brand and traffic. We have found the Yahoo! Directory and Business.com (both require an annual fee) to be effective, and also try to give the free open directory a shot. You can also try other, smaller and free or lower cost directories, but avoid any that seem really small or just don't look valuable - remember that the quality of the site linking to you matters. A couple ideas are: www.joeant.com, www.worldhot.com, and www.splut.com.Communicate with others in your industry.Search around and find people who have useful sites related to your industry. Don't start your conversation with "will you link to my website?", but engage them in a business and intellectual conversation about something they recently wrote. Once you have established a relationship with them, then send them something you have published on your site and ask for their opinion. You'll be surprised how many will link to your site.Create compelling tools and content.We never promoted Website Grader very much for its first few months. But because it is a really useful tool that people liked, lots of people linked to it. In fact, in under 3 months, we already had 800 links.
http://www.flickr.com/photos/pkajithkumar/4829432974/sizes/l/Image by Ajith
http://www.flickr.com/photos/rorymunro/3276728216/sizes/o/By Dr Craighttp://blog.hubspot.com/blog/tabid/6307/bid/1436/shortest-tutorial-ever-on-seo-search-engine-optimization.aspx
http://www.flickr.com/photos/ekurvine/3337324555/sizes/l/ by ekurvinehelps you get found online by more qualified visitors.shows you how to convert more visitors into leads.gives you tools to close those leads efficiently.provides analytics to help make smart marketing investments.
Image http://www.flickr.com/photos/contentious/By agahranhttp://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102385Chart Title: Internet Users in the US and Worldwide Who Read Blogs, 2008-2010 (% of respondents) Publication Date: October 1, 2010Topics:BlogsGeographies: North America> United StatesWorldwideSources: UMData is from the October 2010 UM report titled "The Socialisation of Brands: Social Media Tracker 2010." 37,600 active internet users in 54 countries were surveyed during July 2010. To be included, consumers needed to use the internet every day or every other day. Countries included are Algeria, Argentina, Australia, Austria, Bahrain, Belgium, Brazil, Canada, Chile, China, Colombia, Czech Republic, Denmark, Ecuador, Egypt, Estonia, France, Germany, Hong Kong, Hungary, India, Italy, Ireland, Japan, KSA, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Mexico, Netherlands, Norway, Oman, Philippines, Poland, Portugal, Qatar, Romania, Russia, Serbia, Singapore, Slovakia, South Africa, South Korea, Spain, Sweden, Taiwan, Thailand, Tunisia, Turkey, UAE, UK and US.
http://www.flickr.com/photos/profete/4940673783/sizes/l/By B.RomainSource: Data from over 1,500 small businesses - http://bit.ly/XDkQV
OUTBOUND: direct mail, telemarketing and trade showsINBOUND: blogging, content publishing, search engine optimization, social media
Image http://www.flickr.com/photos/netzkobold/http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
http://www.flickr.com/photos/eflon/3261104775/sizes/l/ by eflon
Image http://www.flickr.com/photos/xurde/243322511/sizes/l/By xurdehttp://blog.cmbinfo.com/press-center-content/bid/46920/Consumers-Engaged-Via-Social-Media-Are-More-Likely-To-Buy-Recommendhttp://blog.digitalingredients.co.uk/2010/02/social-media-influence-purchase.htmlChadwick Martin Bailey and iModerate Research Technologies found that
http://blog.cmbinfo.com/press-center-content/bid/46920/Consumers-Engaged-Via-Social-Media-Are-More-Likely-To-Buy-Recommendhttp://blog.digitalingredients.co.uk/2010/02/social-media-influence-purchase.htmlChadwick Martin Bailey and iModerate Research Technologies found that
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-bonafidemarketinggenius/By Brandon Christopher Warren
Dshah: The KeywordGrader.com points to a non-public (have to login) page. Might want to consider pointing folks to WebsiteGrader or a blog article about keywords.http://www.flickr.com/photos/feiticeira_org/4602643846/sizes/o/ byfeiticeira_org