How many in a sales or marketing role?Perceived need vs idle curiosity?Done Marketing/IMC plans before? First time?Which communication channels/media to include?
Migration from pdt.-driven (“make it and they will come”) to needs driven marketplace.Better informed, better engaged consumer.
Ron – CompaniesCONTROL what is being said, when/how it’s being said and to whom
20 years ago yellow pages ads were a must. With the internet, there is so much more info you can get when you are searching for a company, product or service.
Consumers are using technology and finding ways to avoid intrusion.
“New Marketing” is probably an important new trend to follow on its own. Push mkting is going away—engagement is coming on strong.
Hyper Text Markup Language
From 2011 to 2015
1.1 billion mobile phone users; 1.45 billion desktop computer users in 20112014 mobile phone users will pass desktop computer users
Who knows what this is? Quick Response codes.They were developed in 1994 by Japanese based Denso Wave Inc., a subsidiary of Toyota. The codes were originally used to keep track of inventory for the car manufacturer. Geo-location is rapidly growing segment of mobile
Scanlife. I-nigma, Kaywa, Lynkee, Nokia, Mobile Tag
Apple & Android-2 horse race taking away from Blackberry-Android fastest growing
Twitter-a short burst of inconsequential information. 3 programmers at a S.F. podcast co. were looking for a way to send text on their cell phones and rejuvenate their company.
16 mil. Facebook users 55+
Engagement—clicks, fans, followers, views, RTs, Business metrics of revenue, reputation and cust. sat. 80% of companies with 100+ employees will use social media marketing in 2011.Marketers are shifting funds into social media and away from other types of marketing.Although some companies have created separate social media departments, most integrate it across company functions.Without it, future spending increases may be curtailed.
Content Rules-Ann Handley & C.C. Chapman
The best approach is holistic, where each channel supports the othersOld Spice used all 3 very effectively.
Mfr. of fiberglass pools for Va/MD. (Marcus Sheridan-Partner)Became a content marketer and lead the nation in fiberglass pool sales in 20092011 ranks in the top 5% of fiberglass pool sales in the U.S.
Marketers must view customer interactions as a whole, rather than in channel fragments, if they want to realize the greatest customer value.
Switch-How to Change ‘Things When Change Is Hard” by Chip/Dan Heath
New Marketing Trends: Are You Missing Out?
“New Marketing Trends: Are You Missing Out?”<br />2011 VALA Spring Conference<br /> 4/14/11<br />Ron Fink<br />
Today’s conversation:<br />Marketing’s Changing Landscape<br /><ul><li>What Is the “New Marketing?”
Audience Poll<br />Mkting. for a community?<br />Mktingto a community?<br />Changed in past 2 yrs?<br />Web marketing?<br />3<br />
Marketing’s Changing Landscape<br />The principles are the same…<br />4<br />
Marketing’s Changing Landscape<br />…but the rules on how it’s done have changed<br />5<br />
Traditional Marketing:One message, Many channels <br />PR<br />Consumer Affairs<br />TV<br />Radio<br />Websites<br />Mail<br />Email<br />Print<br />6<br />Advocates<br />Promotions<br />
7<br />20 years ago <br />More change in next <br />10 yrs. than last 100<br />
The “New Marketing”<br />8<br /><ul><li>No shouting, interrupting or repeated advertising</li></ul>Prior to the web, attract attention by advertising and media PR<br />Now the web has changed these rules.<br />
Shift in customer behavior/expectations<br />Empowered<br />Educated <br />Internet savvy<br />Collaborate using WOM and social media <br />85% of consumers shop online (Forrester Research)<br />9<br />
Everyone is the media, Everyone is a publisher<br />Technology has enabled connections/removed barriers<br />Can reach prospective buyers directly<br />Buyers can speak directly to you<br /> Not just for those who can afford printing / distribution <br />10<br />
Why has this happened?<br />Avoid interruption and intrusion <br />Consumer wants more control<br />No one wants to be “sold”<br />Informed Engaged<br />11<br />
It’s not about how much<br /> advertising you do…<br />12<br />Consumers trust each other more than they do marketers<br />It’s all a matter ofTRUST<br />
In the Beginning…<br />Digitized print documents w/o functionality<br />Mid-90’s HTML brought life to digital text (links, navigation bars)<br />Technological advances/higher utility<br />Higher consumer expectations<br />15<br />
…Now a Necessity for Every Business<br />Most powerful vehicle for marketing/communications<br />Fast/easy/timely communication with millions <br />Transformed the speed of company/brand growth<br />Building the site is easy; measuring yoursuccess and taking action on it is harder<br />16<br />
Web Is At the Hub<br />SEO/SEM<br />Email <br />Content<br />Mobile<br />Video<br />Social Media<br />E-commerce<br />Analytics<br />17<br />
The Web Strategy<br />Provide relevant information <br />Attract visitors<br />Nurture to become a lead<br />Convert leads to customers<br />Use content to optimize website<br />18<br />
Growing a Successful Web Presence:<br />Invest in search– manage SEO (links, listings, keywords, content)<br />Invest in social– after you are found, promote your expertise with what others say about you<br />19<br />
Take a Look At Your Website<br />Does it read more like an ad than a helpful resource?<br />If it showcases only product features and pricing, you're missing a huge opportunity to connect with potential customers<br />Focus less on your company. . . and more on the problems and needsof the people you are trying to reach<br />20<br />
Key Web Takeaways<br />Your website is your most important marketing tool<br />Center of your online marketing efforts<br />Importance of a web marketing strategy<br />Is your website delivering the right message?<br />21<br />
Number of Smartphone users will rise by nearly 50%<br />23<br /><ul><li> 1 in 4 in US use a Smartphone
15% of 55+ use a Smartphone(Nielson Company)</li></li></ul><li>Mobile Usage on Tract to Eclipse Desktop <br />Show ComScore graph where mobile usage surpasses desktop in 2014<br />24<br /><ul><li>1.45 bil.
1.1 bil.</li></li></ul><li>Mobile Is On the Move<br />50% of consumers classified as "mobile shoppers“<br />10% are "heavy" mobile shoppers (but account for 80% of the $ shopping volume)<br />Small size & navigation difficulty detract use<br />Larger phones & tablets will fuel growth<br />25<br />
QR codes<br />Connect smart phones to websites<br />Access to videos, surveys, special offers, or anything else contained on the website<br />Download a free QR reader application<br />Scan the codes using the phone’s camera. <br />28<br />
Key Mobile Takeaways<br />Usage is still on the rise<br />Mobile platform competition remains fierce<br />Technology enablers continue to grow (better faster apps)<br />Create a mobile marketing strategy<br />30<br />
Online Video On the Rise<br />32<br /><ul><li> 20% inc. from 2009
Grow another 24% thru 2015</li></li></ul><li>Video Over Text<br />Powerful communication vehicle<br />Effective for SEO<br />Websites with video are 53x more likely to appear on the first page of Google and can increase click-through-rate up to 200% (Forrester Research)<br />33<br />
Video Innovations<br />Mini-cams<br />Small/inexpensive<br />Improved quality<br />No special talent required<br />Pixability, marketing video specialists offer7 simple steps to a great video http://pixability.com/eo<br />34<br />
35<br />Nature’s Edge Assisted Living, Port St. Lucie, FL<br />
Key Video Takeaways<br />Consumers’ interest in watching video ↑<br />Number of screens/devices to access video content ↑<br />New products & services may cause audience fragmentation(internet-enabled TV, DVR, video on demand, Netflix)<br />37<br />
Get Serious About Social Media Trend #4<br />Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.<br />38<br />
SM Is the Rage<br />39<br />Over 500 million users. <br />22% increase in unique visitors over 2010.<br /> Over 190 million users<br /> Tweeting about 65 million times/day<br />Over 90 million users.<br />22% increase in unique visitors over 2010<br />$1.2 billion = 2011 social media marketing spend<br />28%= increase over 2010<br /> Forrester Research, Inc.<br />
Usage Is Projected to Grow<br />67% of Americans w/ Internet access are projected to be using social networks at least once a month by 2013 (Emarketer)<br />40<br />
Social Media = WOM =Trust<br />71% claim reviews from family members or friends exert a "great deal"of influence. (Harris Interactive, June 2010)<br />Consumers mention specific brands over 90 times per weekin conversations with friends, family, and co-workers. (Keller Fay, WOMMA, 2010) <br />41<br />
Trust Facilitates Purchase<br />53% of people on Twitter recommend companies and/or products in their Tweets. 48% of them deliver on their intention to buy the product. (ROI Research for Performance, June 2010)<br />Consumer reviews are trusted12 times more --than descriptions that come from manufacturers (eMarketer, February 2010)<br />42<br />
Social Media and the Seniors Market<br />Boomer caregivers are more reliant onsocial media than boomers in general (Pew Research)<br />50+ 47% use SM (22% last year)<br />65+ 26% use SM (fastest growing segment WHY?)<br />43<br />
These Are “Platforms” Not Strategies<br />44<br />Relatively new concept, don’t jump into it without setting objectives; developing your strategy <br />
4 Step SM Marketing Strategy <br />45<br />Identify your primary target audience<br />Determine the audience sales behavior<br />Identify and use the critical touchpoints<br />Monitor and assess the results<br />
Key Social Media Takeaways<br />46<br />Usage of social media tools is still growing<br />Budgets are increasing<br />Community trust<br />Integration is key <br />The need for ROI is critical<br />
Customer Experience Trend #5<br />47<br />Sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.<br />
Each Touchpoint Is Important<br />Every interaction with your customer creates an experience.<br /> Negative <___________|___________> Positive<br />What is the day-in, day-out 'customer experience' your company is delivering? <br />48<br />
Why Customer Experience Is Such a Hot Trend <br />49<br />Why Customer Experience Is Such aHot Trend <br />More Demanding Consumer<br />Undifferentiated Pricing<br />Commoditized Products<br />Superior Customer Experience<br />
Why Consumers Recommend to Others<br />Americans will spend 9% more with companies that provide excellent customer service (American Express)<br />79% that had a bad experience with a company told others about it<br />50<br />
Key Customer Experience Takeaways<br />Every touchpoint is key in the overall customer experience<br />Biggest marketing differentiator<br />Main reason for recommending to others<br />Turn customers into advocates<br />52<br />
Content Is King Trend #6<br />“anything created and uploaded to a website” (Content Rules)<br />Words, images, photographs, videos, webinars, blogs, white papers, ebooks, podcasts, tools<br />Outposts off the website—such as Facebook, Twitter, Linkedin and You Tube<br />53<br />
3 Ways To Deliver Content<br />Paid media--advertising inserted next to another’s content. <br />Owned media--brand-created content<br />Earned media-- getting someone else to provide content about a brand<br />54<br />
More and more businesses are blogging<br />Businesses are now in the minority if they do not blog. From 2009 to 2011 the percentage of businesses with a blog grew from 48% to 65%. <br />55<br />
Blogs and social media channels are generating real customers<br />57% of companies using blogs reported that they acquired customers from leads generated directly from their blog<br />56<br />
Businesses are increasingly aware their blog is highly valuable<br />85% rated their company blogs as:useful, important or critical<br />27% rated their company blog as: “critical to their business.” <br />57<br />
How Content Changed a Company<br />58<br />River Pools & Spas—Warsaw, VA<br />
Key Content Takeaways<br />Relevant content is the key element on your website<br />The best content goes viral<br />Businesses are making blogging a mainstay<br />Content can be the most important thing you sell<br />59<br />
Integrate Your Efforts Trend #7<br />Can’t use tactics and tools in a silo<br />Marketing strategy has to be:an intentional infusion of online and offline marketing tools<br />60<br />
Integrate Your Efforts<br />Holistic approach<br />Seeks consistent message and complementary use of media<br />GOAL: Maximize impact on consumer’s mind to get best return on investment<br />61<br />
Pulling it All Together<br />Brand<br />Audience<br />Channels<br />Organization<br />Desired Result<br />62<br />
Enhancing the Marketer’s Value<br />Solve the customer’s problems first<br />Think strategically<br />Cultivate alliances/partnerships<br />Establish yourself as the fountain of knowledge/resources<br />Become the seed of innovation<br />63<br />
Key Takeaways<br />Consumer is in control<br />Web is your marketing focus<br />Social media, mobile & video growth will continue<br />Use content to establish expertise<br />Leverage the power of integration<br />Market the marketing role<br />64<br />
Ron Fink <br />Call me: 804.968.5131 <br />Email me: email@example.com<br />Website /blog: strategicdriven.com<br />Connect with me: facebook.com/ronfink1 <br /> facebook.com/strategicmarketingsolutions<br />Network with me: linkedin.com/in/ronfink1<br />Tweet me : @sms_ron<br />65<br />Obtain copy of presentation at:<br />www.slideshare.net/RonFink1<br /> or email:<br />firstname.lastname@example.org<br />