Marketing 2.0

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Marqui's presentation of the new world of Marketing 2.0, and the questions your company should ask itself to refine its new marketing strategy

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Marketing 2.0

  1. 1. Marketing 2.0 6/17/2009 www.marqui.com
  2. 2. Restructure like Google? http://www.cbc.ca/thehour/videos.html?id=1080824394 6/17/2009 www.marqui.com 2
  3. 3. What is Web 2.0 http://upload.wikimedia.org/wikipedia/commons/a/a7/Web_2.0_Map.svg http://upload.wikimedia.org/wikipedia/commons/a/a7/Web_2.0_Map.svg
  4. 4. Before: What is the best laundry detergent? • Marketing 1.0 – Print & TV ads build brand – Eye level at the self – Ask your mother 6/17/2009 www.marqui.com 4
  5. 5. Now: What is the best laundry detergent? • Marketing 2.0 – Online advertising – Google position – Ask the world 6/17/2009 www.marqui.com 5
  6. 6. Pay-per-click 6/17/2009 www.marqui.com Organic results 6
  7. 7. 6/17/2009 www.marqui.com 7
  8. 8. 6/17/2009 www.marqui.com 8
  9. 9. Marketing 2.0 is changing relationships Marketing 1.0 Marketing 2.0 Websites from brochure-ware Engagement / lead capture One-way communications two-way conversations Marketing + sales silos integrated revenue generation Intangible value of marketing Real-time measurement / optimization Traditional media advertising Rich media / pay-per-click Recession provides burning platform for marketing accountability 6/17/2009 www.marqui.com 9
  10. 10. Value is in an holistic approach Attract Web Content Engage Management Capture Marketing Nurture Automation Lead score Campaign Management Sales-cycle CRM / SFA Revenue 6/17/2009 www.marqui.com 10
  11. 11. Lead capture Rich media Engagement Conversations 6/17/2009 www.marqui.com 11 http://www.myhalo.com
  12. 12. Refining your web strategy Key questions for you to consider… 6/17/2009 www.marqui.com 12
  13. 13. Refining your marketing 2.0 strategy 1. Is there an emerging 2.0 conversation online within my industry or about my company? The answer of yes or no could mean an opportunity for you. Places to look… – Google your company name and your competition – Analyze competitors and industry leader sites, here and abroad – Analyze key client sites – Inventory industry publications and search their sites for blogs, your company and your competition – Google Alerts & blog search, Technorati and Twitter search are some other options 6/17/2009 www.marqui.com 13
  14. 14. Refining your marketing 2.0 strategy 2. How do customers and prospects buy my products & services or those of my competitors? – Does the web play a role? – Could it play a role? – How do prospects get educated about similar solutions? 3. If a prospect wanted to search the net for a product or service like mine - what would they search for? – Where does my company come up on organic search? – Should we consider a pay-per-click ad? 6/17/2009 www.marqui.com 14
  15. 15. Refining your marketing 2.0 strategy 4. Do I know who comes to my site; do they stay; do they return? What do they read on my site and for how long? – Google Analytics is a good starting place 5. Am I giving clients and prospects a platform to interact with us on our site? 6/17/2009 www.marqui.com 15
  16. 16. Refining your marketing 2.0 strategy 6. Is there a call-to-action or a way that I can capture a lead? – At the search level – At the site level – Targeted landing pages – Through affinity programs – Advertising – Email campaigns to customers and prospects – Which search referrals result in the most leads and sales? 6/17/2009 www.marqui.com 16
  17. 17. Search Engine Marketing taking traditional advertising budget 6/17/2009 www.marqui.com 17
  18. 18. Refining your marketing 2.0 strategy 7. How do we nurture leads online? – Do we do regular content / information rich webinars? – Do we do drip campaigns? – Do we need a customer relationship management tool to manage our leads and client activity? – How should we be integrating offline activities? 6/17/2009 www.marqui.com 18
  19. 19. Refining your marketing 2.0 strategy 8. Should we be involved in social media? – Does our audience use social media? – How does social media fit with our other marketing tactics? – Are we prepared for the long term investment? – What are the objectives – better SEO, demonstrate subject matter expertise, more leads 6/17/2009 www.marqui.com 19
  20. 20. Marketing 2.0 world is happening Presents opportunities and risks for every business Are you listening or actively participating? If it isn’t impacting your business, it probably will soon 6/17/2009 www.marqui.com 20
  21. 21. More questions? Email: lance.neale@marqui.com richard.sharp@marqui.com ryan.stocker@marqui.com mike.cowan@marqui.com Phone: 604.682.7333 6/17/2009 www.marqui.com 21

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