The New Marketing Paradigm: Moving from Push to Pull


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Detroit, Michigan's Business Improvement Group (BIG) hosted this marketing seminar as part of the series "How to Attract and Retain Customers" on October 6th, 2010 at Automation Alley. Kevin Krason, CEO of Biznet Internet Solutions is the featured presenter.

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  • According to Forrester’s five year forecast, Compound Annual Growth Rate (CAGR)
  • the Wall Street Journal reports.
  • The New Marketing Paradigm: Moving from Push to Pull

    1. 1. The New Marketing Paradigm:<br />Moving from Push to Pull<br />Kevin Krason<br />CEO, Biznet Internet Solutions<br />
    2. 2. Agenda<br />Marketing Trends<br />Inbound Marketing Defined<br />Search Engine Marketing<br />Content Marketing<br />Social Media<br />
    3. 3. Marketing Trends<br />
    4. 4. Communication Paradigm Shift<br />Smoke Signals<br />Letters / Mail<br />Telegraph<br />Telephone<br />Mobile Phone<br />Email<br />Online Community<br />Technology continues to change the way humans communicate professionally and socially<br />
    5. 5. Traditional Marketing…<br />
    6. 6. Traditional Marketing is Dead<br />
    7. 7. Change in Ad Spending by Medium2008 to 2009<br />According to, “US Ad Spend Plunges 14.2%; Only Online Posts Growth”<br />
    8. 8. Forecast: US Interactive Marketing Spend, 2009 to 2014<br />
    9. 9. Digital spendingwill grow from 17% of U.S. ad industry revenue in 2008 to 25% by 2013.<br />
    10. 10. David Meerman Scott: Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.<br />RohitBharagava: The real secret to great marketing is creating compelling and useful content.<br />Brian Clark: <br />Online, great content is effective advertising and smart marketers are the new media.<br />Seth Godin: Content Marketing is the only marketing left.<br />Top online marketing thought leaders stress the importance of Inbound Marketing<br />
    11. 11. You Ought to Know Inbound Marketing<br />
    12. 12. Outbound vs. Inbound Marketing<br />Inbound Marketing is desired, impactful, targeted, and extremely cost effective.<br />
    13. 13. Inbound Marketing is more Cost Effective<br />
    14. 14. 65% of CMOs stated that in the current economic climate, it is easier to secure organizational “buy in”on new media/social media programs than it was one year ago.<br />Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget<br />
    15. 15. New media/social media channels are becoming more critical <br />77%stated they will take on a greater focus in their overall interactive strategy<br />“Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget.”<br />
    16. 16. Search Engine Marketing(SEM)<br />
    17. 17. Americans conducted 15.7 billion searches in August, 10.3 billion on Google<br />
    18. 18. Search Marketing is Economical<br />
    19. 19. Spending on SEM will reach $26 billion annually by 2013<br />
    20. 20. SEM Growth Factors<br />Growth driven by:<br /><ul><li> Increasing advertiser focus on accountability and ROI
    21. 21. Increase in small to mid-sized businesses using SEM
    22. 22. Greater consumer usage of search utilities
    23. 23. Better targeting and niche offerings
    24. 24. Increase in competition</li></li></ul><li>Organic (SEO) vs. Sponsored (PPC)<br />
    25. 25.
    26. 26. Organic Search Ranking Factors:Content and Relevancy<br />Keywords<br />Page Rank<br />Alexa Ranking<br />Backlinks<br />
    27. 27. Keyword Analysis<br />
    28. 28. Google Page Rank<br />
    29. 29. Alexa Ranking<br />Alexa is owned by Amazon and tracks 40 million websites. These 40 million sites are ranked based on Alexa's ability to track visitors. Your site's Traffic Ranking number provides a guideline of how well your website is doing relative to others on the web. The lower the number the better. <br />
    30. 30. Backlinks<br />Backlinks are the number of links from other websites that are pointing to your website that the search engines has given your site credit for. This number will always be lower than the total links out in the digital marketplace.<br />
    31. 31. Know Your Stats?<br />
    32. 32. Organic Search Pros<br />No cost-per-click on search engines<br />Greater credibility<br />Produces 75% of clicks resulting from search engines<br />
    33. 33. Organic Search Cons<br />No guarantee of link placement on search results page<br />Limited keyword use, dependent on content<br />Requires writing skill to properly incorporate terms<br />
    34. 34. Pay-Per-Click Pros<br />Tracking<br />Instant results<br />Real-time keyword changes<br />Any budget<br />Geo-demographic targets<br />
    35. 35. PPC Cons<br />Price of keywords<br />Competition keyword use<br />Determining which words to purchase<br />
    36. 36. Technical Site Optimization (often called SEO)<br /><ul><li>Optimize each page with keywords</li></ul>Some places keywords are used:<br /><ul><li>Titles
    37. 37. Copywriting
    38. 38. Headers
    39. 39. Meta tags
    40. 40. Image tags
    41. 41. Site map</li></li></ul><li>“Behind the Scenes” Optimization<br />
    42. 42. Measuring Tools<br />Website Traffic (Google Analytics)<br />User Demographics (Quantcast)<br />Search Results<br />Page Rank (PR) <br />Alexa Rank <br />Backlinks<br />Indexed Web Pages<br />
    43. 43. Content Marketing<br />
    44. 44. What is Content Marketing?<br />The art of listening to your customers wants and needs and the science of delivering content to them in a compelling way.<br />
    45. 45. Content Marketing Continued<br />Developing and sharing relevant and valuable content to educate, earn trust, and engage customers with the objective of driving profitable actions<br /><ul><li>Creates thousands of links from external credible websites back to your website
    46. 46. Improves your website's reputation and credibility with search engines
    47. 47. Improves your rank on search engines
    48. 48. Presents you as a thought leader in your industry
    49. 49. Provides potential customers with value
    50. 50. Drive Website Traffic
    51. 51. Generate New Leads and Sales</li></li></ul><li>Common Content Types<br /><ul><li>Videos
    52. 52. Articles
    53. 53. News Releases
    54. 54. PowerPoint Presentations
    55. 55. How-To's
    56. 56. White Papers
    57. 57. Wiki Material
    58. 58. Blog Posts </li></li></ul><li>Content Marketing: Measuring Reach<br /><ul><li>1 in 3 articles goes viral =Distributed to more than 10,000 sites
    59. 59. Impressions range from 0 to millions depending on publishing property
    60. 60. Website statistics will identify referral sources - can quantify resulting traffic</li></li></ul><li>Content Marketing Program Elements: Measurement & Reporting<br />Online brand mentions<br />Breadth of content distribution<br />Influence on Search Engines<br />Impact on website traffic<br />Website rankings<br />Leads<br />Sales<br />
    61. 61. Content Marketing Example<br /> has up-to-date press releases on their website. Each release contains a link to the Biotivia website. They also submit these press releases to distribution sites which increases their reach. <br />This press release from has been found on 26,500 pages. This means a link to the Biotivia website is on each of these pages.<br />This press release has been found on 8,490 pages. <br />Source:<br />
    62. 62. Content Marketing Example<br />Source: Google<br />1,220 External Properties Linking Article to Product<br />
    63. 63. This is the profile for the MonavieCorporate YouTube channel. They sell acai berry juice, a healthy antioxidant. <br />There are 24,582 channel views, while each video posted has thousands of views each<br />There are 1,207 subscribers to this channel<br />A detailed About Me section and link to the website is included in the profile<br />YouTube Example<br />
    64. 64. Article Example<br />
    65. 65. Social Media Marketing(SMM)<br />
    66. 66. What is Social Media?<br />Face to Face networking or Word-of-Mouth Marketingin a virtual world<br />
    67. 67. What is Social Media?<br />Engagement and relationship building with prospective customers in a virtual environment<br /><ul><li>Uses online tools to share and discuss information and experiences with others
    68. 68. Integrates technology and social interaction through words, pictures, videos and audio
    69. 69. Builds relationships and trust as users share stories and experiences
    70. 70. Usesconversations through networking to share experiences, links, and information about a company, product or service
    71. 71. Must provide value to be effective</li></li></ul><li>What can Social mediado for you?<br />Identify and create prospects<br />Create brand awareness<br />SEO via link building<br />Public relations services<br />Relationship and network building<br />Establish thought leadership<br />Create Business Leads<br />
    72. 72. Social Media is for B2B and B2C<br />Source: HubSpot State of Inbound Marketing Report<br />
    73. 73. Social Media Tools<br /><ul><li>Blogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)
    74. 74. Wikis, & web office tools (Internal or public)
    75. 75. Social networks, (such as Facebook, MySpace, LinkedIn, etc)
    76. 76. Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)
    77. 77. Online photo sharing, (such as Flickr & PhotoBucket)
    78. 78. Podcasting/videocasting, (YouTube, iTunes, etc)</li></li></ul><li>50% of Social Media activity happens on properties you’ve never heard of.<br />
    79. 79. Social Media: Quick Facts<br />49% of social media (SM) users log on daily<br />31% agree SM is more credible than ads<br />61% research purchases with SM<br />36% use SM for purchasing decisions<br />40% are talking and learning from specific orgs<br />25% of users “feel better” about companies using SM<br />89% of users use SM more/same as last year<br />Source: CNW Group and Leger Marketing<br />
    80. 80. Social Media is a Key Driver in<br />Brand Awareness and Affinity<br />
    81. 81. Social Media: Measuring Reach<br /><ul><li>75% of US Adults use Social Media
    82. 82. 70% of US online Adults are “spectators” of social media content
    83. 83. Each Social Media “creation” equates to 10+ quality impressions (ex. 1,000 engagements= 10,000 impressions)</li></li></ul><li>Social Media:Internal & External Uses<br />Social media tools built into the website to compliment, reinforce, and strengthen an online presence (blogs, forums, etc.)<br />External websites which leverage social media tools (often exclusively) to communicate with others (Facebook, Twitter, LinkedIn, etc.)<br />
    84. 84. Social Media Process<br />Three phases of an end to end program:<br /><ul><li> Listening: Discovering real-time, relevant, impactful conversations
    85. 85. Measuring: Monitoring, analyzing and tracking those conversations
    86. 86. Engaging: Active dialog with customers and tracking/ tagging comments for further use</li></li></ul><li>Before You Start SMM: Listen<br />Listening is done in order to better understand how to engage niche target markets in sites that include public opinion such as:<br /><ul><li> Blogs, micro-blogs, life-streams
    87. 87. Forums, communities, wikis, niche networks
    88. 88. Over 50% of all online social media conversations are on small, niche platforms that only specialized tools can find</li></li></ul><li>Social Media: Measurement & Reporting<br />Social Media Engagements/Influence<br />Online brand mentions<br />Influence on Search Engines<br />Impact on website traffic<br />Website rankings<br />Leads <br />Sales<br />
    89. 89. Choosing Your Properties<br /><ul><li>Know your market
    90. 90. Know the property’s functions
    91. 91. Appropriateness & etiquette
    92. 92. Legal limitations & liabilities</li></li></ul><li>Engagement Example: Forums<br />Source: forum<br />
    93. 93. Engagement Example: Twitter<br />
    94. 94. More Twitter Examples<br />Twitter reveals many users discussing and sharing information about natural laundry products<br />Source: Google<br />
    95. 95. Facebook Opportunities<br />There is a great opportunity on Facebook to engage in the health community.<br />
    96. 96. Facebook Example<br />The link to the website is prevalent<br />48 likes after only 4 hours<br />Positive comments<br />This is an example of connecting with people via Facebook, provoking thought and driving traffic to a website<br />
    97. 97. Maximizing Inbound Marketing: <br />Search, Content and Social Media<br />In order to effectively use inbound marketingyou must leverage multiple channels!<br />Social Media<br />Content<br />Search<br />
    98. 98. Questions?<br />
    99. 99. Thank you!<br />Kevin Krason<br /><br />248.560.9000<br /><br /><br />