1. We help business understand and adapt
to modern marketing.
~Sharon MacLean, WorldGateMedia.com

2. Successful business people say this to me all the time:
“I feel like a dinosaur.”

4. Old words New words
Push Pull
Target audience Communities
Broadcast One-to-one
Promotions Campaigns
Effectiveness study Campaign metrics
One-to-many One-to-one
Awareness Customer acquisition
Cold calling Nurturing
Demographics Behaviours

5. Gateways to modern marketing
1. Content
• Blogs
• Podcasts
• Video
• Articles
• Webinars/events
• Teleseminars
• Books, e-books
• Instructor guides
• DVD programs
• Subscription programs
• Online courses
• Coaching programs
• Repurposed traditional
media
2. Internal communications:
Your client list
• Automated email
• Newsletters
• Lead page generators
• Permission-granted
connections found at
conferences, cocktail
receptions, special events
• Automated follow up
• Text messaging
• QR Codes
• Intelligence gathering
3. External communications:
Publishing
• Website
• Social media
• Lead page generators
• Article marketing
• Video marketing
• Podcast distribution
• Embedded web forms
• Direct to voice mail
• Author/expert marketing
• Traditional media relations

6. Understand and
adapt with a
marketing
strategy
Many do not have one.

7. Strategy: It’s not magic.
• Customers comparison shop
• Most actions entail multiple visits
and many touch points
• Shiny objects blow budgets
• Investments need prioritizing
• Success requires a holistic,
integrated approach
• Successful planning requires
analytic rigor, systematic approach,
and creativity

8. Ok – where do we start?

9. 1. Begin with scope
Determine if your reach is local, regional or global

10. 2. Define your Strategic WHO
For example, demographics; criteria for making a buying
decision; one-time or recurring buyer

12. 3. Know your competitors
Assess positioning, marketing capabilities, visibility

13. 4. Define efforts
Summarize historical and current marketing efforts

14. 5. Install a process

15. 6. Define metrics:
Basic site activity, impressions, and engagement

16. Website is the epicenter of holistic marketing
Website
Mobile
Goals &
Objectives
CONTENT
SEO, Blogs, email, ebooks,
newsletters, podcasts,
webinars, print, face-to-face
events, link building
List Building &
Community
Lead generation, sales
renewal, partnerships,
sponsorships, co-branding,
Social Media
Relevant networks,
Online PR, Media,
Famous Bloggers
Video
Future of mobile traffic
Web
Analytics
Paid media
Offline
Marketing
Sales, Direct mail, Trade
shows, Merchandising,
Advertising, Word of Mouth

17. Top 10 tips for strategic success
1. Leadership is onside
2. Involve all interested members
3. Pursue a balanced media mix
4. Beware of the trap: “Let’s do a small test before we invest”
5. Allocate sufficient resources
6. Start with great content, a clean database, and relevant social media
7. (ABT) Always be testing but commit to a plan, work the plan
8. Beware of shiny new tools
9. Communicate results in a way that works
10. Loyalty and convenience are more important than ever:
Treat your customers like valued high rollers

18. Modern Marketing
How to understand and adapt
www.worldgatemedia.com
1.855.572.4884
Sharon@worldatemedia.com
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