AN E-BOOK ABOUT THE
EVOLUTION OF MARKETING
The way people shop and make
purchases has changed; has your
marketing kept up?
Make Your Marketing Matter 2
When I was in high school I worked at a store in the mall called The Lodge at Harvard Square. The winter we
started selling Columbia parkas, I read every tag and scrap of information that came in the boxes with those
jackets (pre-Internet). Pretty soon, I was the expert on Columbia jackets. I knew how the jackets went together
and came apart to form a system that would work for a variety of activities and temperature ranges. I knew which
jackets had a down insert and which ones had a fleece inner jacket. I knew where all the inner zippers and snaps
were to connect and disconnect the jackets. And, while that all sounds pretty obvious now, this was the first
introduction of these jacket systems and they were a mystery to most suburban shoppers. For that reason, I was
an important part of the sales cycle. I had the important information and was able to help shoppers make a
good decision on the right jacket for them.
All that being said, when was the last time you went to the mall and asked a salesperson for meaningful
information about TVs, shoes, cosmetics, or winter jackets? Today, it’s more likely that, before you
step foot into the mall, you’ve done a bunch of research online, maybe read reviews – professional or
peer – and narrowed down your choices to one or two. Then, when you’re able to see, touch, feel,
and smell (but probably not taste) the product, you make a final decision. That is, if you don’t just
order it online and skip the brick-and-mortar hassle altogether.
This transition demonstrates the profound changes in the way consumers shop and buy, whether
the purchases are personal or professional, and why marketing has changed so dramatically in
Make Your Marketing Matter 3
TABLE OF CONTENTS
CHAPTER 1: A long, long time ago 4
CHAPTER 2: Traditional Marketing 10
CHAPTER 3: Web 1.0 14
CHAPTER 4: Modern Digital Marketing 16
CHAPTER 5: A Whole New Way of Looking at the World 18
CHAPTER 6: Era of Engagement 23
BONUS: Resource Library 28
Make Your Marketing Matter 5
In order to understand where we’re going, we need to begin by
looking at where we’ve been. What we know of as advertising
and marketing has been performed using a variety of mediums
through the ages, none of which seem revolutionary to us
today, but each of which revolutionized the way advertising was
performed at the time. For centuries not much changed but the
pace of that change picked up speed over time. Today, change
happens at exponential rates.
We can go all way back to the Middle Ages to find the oral
tradition. Markets were set up in town squares. People bartered
for goods and services and promotion, such as it was, happened
Flash forward 1000 years, in 1450 Johannes Gutenberg invented
the printing press. After that, posters began to appear in town
squares and periodicals and newspapers were born. During this
period, advertising looks a lot like what we know of as personal
ads – a headline, a description and maybe some benefits.
The next major change is only 400 years later, around the time
of the Industrial Revolution. Now we transition from hand made
goods to production by machines. There are larger quantities
of goods available including “miracle cures”, which use
extravagant, overblown advertising claims to attract buyers.
Then, only 50 years later, free rural mail delivery is instituted
nationwide and mail-order is born; the Sears Roebuck catalog
debuts the very next year. At the turn-of-the-century, with large-
scale production of automobiles and the construction of a national
network of roads and highways, the roadside billboard is born.
At the turn of the century, as more goods are being produced,
packaging becomes key in standing out and Brands as we know
them today are established. This era saw the birth of Brands
we still see today including Quaker Oats, Pepsi, Wrigley’s Gum,
Campbell’s Soups, and Gillette.
Around World War I, advertising begins to focus more on the
consumer and less on the product. Ads start to use an emotional
appeal and sex appeal. After the war, in 1920, the first radio station
launches. Soon after comes the launch of radio networks and
sponsored content. Consumers get access to credit for the first
time for major purchases like appliances and cars, so advertising for
these things explodes.
The Golden Age of
Though they’ve been available
since the 1920s, televisions don’t
become a household item until
after world war two. The 1940s are
the dawn of the network television
era and in the 1950s, television
becomes the main medium for
molding public opinion.
Make Your Marketing Matter 6
The 1960s are the era of Flower Power and nonconformity, and a
rebellion against anything mass-produced. The Cola Wars begin;
McDonald’s airs first TV commercial; and the first Super Bowl airs
on TV – although they won’t be what we know of as Super Bowl
ads until 1984 when Apple runs its “1984” ad.
During the 1970s, telemarketing emerges as a way to reach
consumers, one that consumers are almost instantly annoyed
at. The “Me Generation” loves Nike and Harley Davidson and
entertains themselves with the VCR and video game consoles.
Cable TV is born in the 1980s and specialty channels are
launched for nearly every interest, including channels devoted
entirely to advertising, like QVC and Home Shopping Network.
The infomercial is a byproduct of the cable explosion and
everyone’s a photographer with the wide availability of digital
cameras. Also in this decade, the desktop PC is introduced and
desktop publishing becomes a “thing” thanks to the launch of
QuarkXpress and PageMaker.
The Emergence of the Web
The 1990s are when things started to get really interesting from a
marketing evolution perspective. Although the Internet has been in
development in some form or another since the 1960s, it becomes
widely available and accessible midway through this decade and
begins to have a major impact on our culture. The pace of change
picks up significant speed at this point and time and is focused on
all things computer and electronic.
The New Millennium
After the developments of the previous decade, the 2000s
witnessed the connection of people, places and things over the
Internet. The information technology sector takes center stage,
after the dot com bubble burst in March 2000. The Web may
have been the new “killer app” but exuberance and moon-shot
assumptions won over business plans and economics, for a
Make Your Marketing Matter 7
With the introduction of every new device or technology in the past half century, an advertising medium to accompany it has followed
quickly. Heck, it was just one single year after free mail delivery was instituted that we saw the birth of mail-order catalogs! As soon as there
was a broadly-accessible Internet, there was online advertising, banner ads and evil, intrusive pop-up ads. As soon as there was broadly-
used email, email marketing took off, and we started thinking about spam, but not in an “I’m hungry” kind of way. Not long after cell phones
became broadly used, we had SMS advertising. And search engines begat search engine optimization, the complex set of tactics meant to
get your website listed on the first page of Google search results.
And this is where our story really takes off.
1990 – Photoshop
1991 – The release of Linux, the operating sys-
tem that supports Google, Amazon, Facebook,
Twitter, and Android phones, among others.
1992 – Text messaging is introduced but
doesn’t gain wide appeal until the 2000s
1993 – Email and the first graphic browser for
the internet (Mosaic)
1994 – Playstation and Yahoo!; Netscape re-
places Mosaic. E-commerce websites begin to
emerge, including Amazon; Match.com
1995 – Internet Explorer, Craigslist, Ebay,
Search Engines launch
1996 – Development of USB
1997 – Broadband in homes; DVD discs and
players are introduced; Netflix, Ask.com
1998 – Google launches the search engine and
the iMac is introduced; the MP3 player debuts;
Paypal, Evite, Blogging emerges
1999 – WiFi; Blackberry and Bluetooth; TiVo
and DVR; the release of InDesign; Monster.
com, Napster, SurveyMonkey; LiveJournal
started by Brad Fitzpatrick, Blogger.com
launched in 1999
2000 – TripAdvisor; debut of the USB flash
drive, PPC/Adwords Starts
2001 – iPod; Wikipedia
2002 – LinkedIn
2003 – With the development of the 802.11
WiFi standard, “hotspots” proliferate; Skype;
iTunes, WordPress, Blogger.com purchased by
Google, CAN SPAM Act
2004 – Facebook, Flickr
2005 – Web 2.0 thanks to ASYNCHRONOUS
Pandora, Reddit; Google Earth, Google
Analytics arrives – Google begins personalized
search results that are informed by your past
2006 – Twitter; digital video recording becomes
the norm, Hubspot launches
2007 – Facebook and the iPhone
2008 – Kindle; Dropbox; Spotify
2009 – All television broadcast went digital;
Kickstarter, Google Docs, Bing, WhatsApp,
2010 – iPad released; Instagram and Pinterest
2011 – Snapchat
Timeline 1990 to 2011
Make Your Marketing Matter 8
The Pace of Change
Astro Teller is the CEO at the Google X research and development
lab. His official title is “Captain of Moonshots.” He spoke to New
York Times Columnist Thomas Friedman for Friedman’s new book:
Thank You for Being Late, an Optimist’s Guide to Thriving in the Age
Teller described the age of accelerations by using a simple graph:
The First Line: Technology
The first line represents advances in technology. But, what exactly
does this graph say about humans and technology? For starters, it
says that the pace of change has increased to the point where it’s
challenging the ability of human beings to adapt. A thousand years
ago, the curve representing scientific and technological progress
rose so gradually that it could take a hundred years for the world to
look and feel dramatically different. Living in the 13th
meaningfully different than living in the 12th
century. Nothing scaled
globally all at once.
Around 1900, it would take twenty to thirty years for technology to
take one step big enough that the world became “uncomfortably
different.” In more recent years, though, with the convergence of
mobile devices, broadband connectivity and cloud computing,
the tools of innovation spread to many more people on the
planet. Then, by 2016, the window has gotten much smaller –
“So short that it’s on the order of five to seven years from the
time something is introduced to being ubiquitous and the world
being uncomfortably changed.”
The Other Line: Human Adaptability
The second line is the rate at which humans can adapt to change.
This line has increased over time, but not as fast as the other line.
1,000 years ago, it might have taken two or three generations to
adapt to something new. By 1900, it took about a generation to
adapt. Now - we might be so adaptable that it only takes ten to
fifteen years to get used to something new.
Where We Are Now
Even though human beings and societies have steadily adapted
to change, on average, the rate of technological change is now
accelerating so fast that it has risen above the average rate at which
most people can absorb all these changes. Many of us cannot keep
pace anymore, which causes cultural angst.
Thank You for Being Late, Thomas FriedmanTIME
WE ARE HERE
Make Your Marketing Matter 9
Thomas Friedman’s conclusion: “The problem is this: when fast gets really fast, being
slower to adapt makes you really slow — and disoriented.” Douglas Adams, a British
satirist, best known for his Hitchhiker’s Guide to the Galaxy series, had another take on
it, captured in his posthumous book, The Salmon of Doubt: Hitchhiking the Galaxy One
“I've come up with a set of rules that describe our reactions to technologies:
Anything that is in the world when you’re born is normal and ordinary and is
just a natural part of the way the world works.
Anything that's invented between when you’re fifteen and thirty-five is new and
exciting and revolutionary and you can probably get a career in it.
Anything invented after you're thirty-five is against the natural order of things.”
Folks, there’s LOTS that’s being invented after we’re 35 — and it’s going to stay that way.
This e-book is as much about being able to adapt and
change as it is about what’s going on in marketing
Make Your Marketing Matter 11
Traditional marketing, as it was practiced from the 1950s to the turn-of-the-century,
was about interrupting people in hopes that they remember you when they have a
need. Procter & Gamble named this the "first moment of truth" – the critical decision
moment when you’re still looking at the shelf of products. (The second Moment of
Truth was when you got it home and used it. Did it live up to the promise it made?
But that’s a story for another e-book.)
Using television, radio, billboards, direct mail and other traditional tactics, companies
deployed messages aimed at mass audiences, which meant that they were typically
the lowest common denominator.
You know the kind of messages we’re talking about:
• Nike: Just Do It
• Miller Lite: Great Taste, Less Filling
• Clairol: Does she, or doesn’t she?
• Wendy’s: Where’s the Beef?
• Avis: We Try Harder
• FedEx: When it absolutely, positively has to be there overnight
• Apple: Think Different
• Morton’s Salt: When it rains, it pours
• Volkswagen Bug: Think Small
Make Your Marketing Matter 12
These messages aren’t targeted at any particular segment of the
audience, beyond the broadest strokes of where or when they were
shown. If you advertised during The Golden Girls, or during a football
game, that’s about as much targeting as you’d do. These campaigns
were meant to grab as much attention as possible from as many people
as possible. And they were deployed often enough to claim space in
your brain, so when you went to the store and you looked at a shelf of
products that are arguably nearly identical, you’d remember the one
with the message or the graphic that had been imprinted on your brain.
A One-Way Conversation
Finally, the last hallmark of the traditional marketing era was one-
way communication. There was no interaction with brands; we didn’t
socialize with our favorite stores or products or services or companies.
It wasn’t a conversation; it was a bombardment from as many angles
as budget would allow, with as clever as possible messages, to ensure
brand recognition and, if possible, brand preference.
The barrier to entry for this type of marketing and advertising was
money. For most businesses, it was inordinately expensive to advertise
in the New York Times, or on prime-time television. And even beyond
major brands, it was still expensive to do regional, local or industry-
specific marketing using these tactics.
The reason this all worked, though, was that there were only a few
channels. On TV, there were only the three major networks until the
1980s when cable channels emerged. There was a finite broadcast
spectrum on the radio and a finite number of channels on two bands.
Make Your Marketing Matter 13
Until the 1980s, there were a limited number of print publications as
well. There were big city papers and some small-town papers and
one or two marquee titles in each niche (which were much broader
than they are today).
Today we have literally millions of channels to choose from. On TV,
the three networks are joined by hundreds of general and specialty
cable channels as well as premium channels. Online there is
YouTube, Hulu, Amazon Prime, Netflix and other streaming services.
In addition to the original radio band, there is satellite radio, as well
as Pandora, Spotify and dozens of other ways to listen to music.
While there is contraction in the print industry today, for at least
thirty years there were print publications for every interest and genre.
When you add websites, blogs and social media, you get up to
millions of channels for people to access information, entertainment,
research and whatever else they’re looking for.
The cool thing is that nothing is obscure anymore. No matter what
you’re looking for, it’s out there. However, the flip side of that coin
is that you simply can’t BUY ATTENTION the way you did in the
traditional age. Not only that, consumers are much savvier than
they used to be, thanks to enduring several decades of advertising
and marketing. They know how to avoid much of what’s out there.
They sidestep our best efforts by:
• Fast forwarding through TV commercials
• Throwing away junk mail
• Employing caller ID to avoid telemarketers
• Using spam filters to avoid unsolicited emails
• Getting their news through channels like Twitter or Facebook
So, marketers need to develop a new set of rules to deal with these
Make Your Marketing Matter 15
Web 1.0 typically refers to the first era of the World Wide Web, when
static websites and web pages were connected via hyperlinks.
During this time, we saw new tools being used the old way. A
website looked like a digital version of the trusty tri-fold brochure.
We used email as a new way to cold call, which was handy since
people had started screening their calls. Even online advertising
looked a lot like newspaper or magazine ads in this time.
This era maintained a strong connection to the traditional era. The
barrier to entry during this era was still, first and foremost – cost.
Why? You absolutely needed a web design firm. There was no
Square Space, Weebly or Wix, where you could use the existing
expertise of other web developers and create something all by
yourself. You also needed some sort of technical expertise. There
was no Hubspot to automate your marketing, no Constant Contact
or MailChimp to help make your email marketing thrive. It was still
the era of the ad agencies. Web 1.0 = Mad Men 2.0.
But, the more we used those digital tools, the more sophisticated
they became – and we became. In 2007, David Meerman Scott
talked about how Marketing and PR were changing. The New
Rules say that traditional advertising is generally so wide and broad
that it is ineffective for most companies. The web has opened a
tremendous opportunity to reach niche buyers directly with targeted
messages at the precise moment that a buyer needs it…
Which brings us to the era of Modern Digital Marketing, where the
traditional message becomes a conversation. The conversations
are targeted at niche groups or buyers, so they’re more specific,
and more relevant. These conversations are about educating
consumers and answering questions. Word of Mouth becomes
more important than ever, particularly because it gets amplified on
blogs and social media.
Today, we meet consumers on their own terms or we don’t meet
them at all. It’s that simple.
AMC’s “Mad Men.” Weiner Bros.,Silvercup Studios, Lionsgate Television.
July 19, 2007 – May 17, 2015. www.amc.com
Make Your Marketing Matter 17
A big differentiator for modern digital marketing is the lower barrier to
entry. There are many “free” options (e.g.. social media). The tradeoff
is that it takes time to learn and participate in modern digital marketing
strategies. So, it’s not exactly free in every way. It is, however, much
more accessible than previous mass media tactics.
So, we’re at an interesting point in time where things are shifting.
And, let’s be honest, things are going to keep changing at an
exponential rate; it’s not like they’re going to slow down now. In the
book Different, Youngme Moon, a lecturer at Harvard, provides an
interesting take, with the following quote about the problem with
“They tend to happen in real time, which means that there are going
to be moments of ambiguity when remnants of the old truth still hold
together even as remnants of it are falling apart.”
The problem is, people are still trying to use old-school tactics on the
new-school platforms, because it’s what we know and understand.
(When you’ve got a hammer, every problem looks like a nail, right?)
SO, the next chapter isn’t about a replacement for TV ads using
new media. It’s about a whole new way of looking at the world.
Which bring us to …a fork in the road.
You can keep doing the old things and risk diminishing effectiveness
and diminishing returns, or
You can start using the web to make things happen for your businesses.
A WHOLE NEW WAY OF LOOKING AT THE WORLD
Make Your Marketing Matter 19
Thanks to the evolution of the internet, the way people shop and
make purchases has changed dramatically. However, the way
companies market and sell HAS NOT. And that is a problem for
companies and organizations trying to pursue a modern consumer.
No matter what we’re shopping for, the Internet has changed how
we decide what to buy. It’s true whether we’re shopping for our
personal or professional lives. The online decision-making moment
comes BEFORE that First Moment of Truth. Google calls this the
Zero Moment of Truth (ZMOT).
The online decision-making moment, or ZMOT, comes BEFORE
Proctor & Gamble’s First Moment of Truth, proposed in 2005. ZMOT
is that moment when you grab some wired device and start learning
about a product or service you’re thinking about trying or buying.
It’s time to face the fact that you are no longer the gatekeeper of
information for your business. A 2013 Forrester report stated this
best, “Empowered customers are disrupting every industry. In this
age of the customer, the only sustainable competitive advantage is
knowledge of, and engagement with, customers.” This still reigns
true today, 4 years later.
The Purchase Process
There used to be a very predictable sales process. We even
developed a funnel to illustrate it. It went like this:
Identify a problem > long list > research > gather information
> interviews > short list > qualify > select > purchase
Now, 2011 research from Google and CEB provides new insight
into B2B buyer behavior that challenges the conventional wisdom.
According to the study, customers reported to being nearly 60
percent through the sales process before engaging a sales rep,
regardless of price point.
Researches & Lists
Interviews & Researches
list of Solutions
Makes Purchasing Decision
Identifies Problem or Need
gathers info, asks friend
Customers reported to being nearly 60 percent
through the sales process before engaging a
sales rep, regardless of price point Google and CEB
Make Your Marketing Matter 20
So now the purchase process looks very different. It’s not a funnel at all. Instead, it’s a shape
that’s much less predictable, and our prospects don’t know where to enter or exit. Therefore,
it has become much more complex for us to engage with them as marketers and sellers of
products and services.
What Buyers Are Doing
What are buyers doing if they’re not talking to sales? They’re surfing websites to identify and
qualify vendors. They’re engaging peers in social media to learn more about their needs,
potential solutions and providers. They’re reading, listening to and watching free digital
content that is available to them at the click of a mouse.
No longer is the sales force the sole source or gatekeeper of information. Now, we’re all
dealing with web empowered buyers.
What Does This Mean?
So what does this mean for you? It means you must do smarter marketing and ‘make your
marketing matter.’ Let’s use an analogy to illustrate this.
If we pretend that the Internet is one big “library in the sky,” then the Dewey Decimal System
is made up of the keywords and search terms you use to find information. And, the more
“books” you have in the “library,” in your section of the Dewey Decimal System, the more
likely you are to be found online. It doesn’t matter what kind of business you have (product or
service) - this applies to everyone.
Make Your Marketing Matter 21
Barnes & Noble has many different categories of books, and many different books within
each category. As you browse the shelves, you notice that the more books an author has in
any given category, the more credibility, authority, expertise and trust you bestow upon them.
If your website visitors can’t find you or can’t figure out how to contact you, you’ve lost
them. And, if you don’t answer their top three questions because you want them to contact
you for the information, you’ve lost them. If you don’t provide something that THEY consider
valuable, you’ve lost them. There are many ways to lose visitors, but far fewer ways to gain
new ones. So, how do you do it?
If the old way was to pursue your audience, the new way is to attract them. Instead of
searching high and low for potential customers, you have to let them find you, wherever they
are, whether that’s Google, a blog, Facebook, Pinterest, Twitter, LinkedIn, etc.
If the old way was about demanding attention, the new way is about earning it. Earning
attention is more difficult, yet yields a far greater reward than simply demanding it. It is,
however, far easier said than done. How do you do this?
Enter Inbound Marketing
Inbound marketing is the practice of EARNING the attention of customers and prospects
and attracting them to your website by producing and distributing interesting and valuable
content. Inbound Marketing can be compared to a Picasso: it takes things you may already
be familiar with – a nose, two eyes, two ears and a chin – and rearranges them into a very
In this case, the elements are your website, social media sites, a blog and email marketing.
You may think you know how each of these things “works” but when you put them together
in the way of Inbound Marketing, they create a completely different picture.
Make Your Marketing Matter 22
A similar concept to consider is the US and Britain, often said to be two countries separated by a common language.
For example, I say the words, “social media” and a lot of people think: “who cares what I had for breakfast?” But that’s not the reality
of social media today. Social media plays a huge part in exposure, awareness and brand recognition. According to Brian Halligan,
cofounder of Hubspot and the guy who coined the term “Inbound Marketing,” the good news is: “Inbound Marketing is not about
the width of your wallet; it’s about the width of your brain.” Think back to those barriers to entry in earlier periods. Brian says that this
modern era favors David over Goliath, which is good news for most companies.
We can’t escape technology or the march of progress. It reaches every aspect of our lives – and those of our customers – and the people
we WANT to be our customers. And, technology is not going to wait for you. If you don’t adapt you could fall behind and miss valuable
opportunities. While the learning curve may feel steep from where you sit, harnessing technology can help you reduce costs and become
more efficient in your business.
Make Your Marketing Matter 23
ERA OF ENGAGEMENT
Make Your Marketing Matter 24
Returning to my comment on Engaged Customers, this time with different emphasis:
the only sustainable competitive advantage is knowledge of, and engagement
Let’s talk about these different tactics and how you can be using them to speak to
By utilizing data, either from Google Analytics, or from other marketing technology
like Inbound Marketing software, you can see what people are REALLY doing on
your website. You can generate significant actionable business intelligence from your
website, as long as it’s set up correctly and you’re measuring the right things.
Are you on Universal Analytics? Do you have goals and conversions set up? Are
you seeing demographics and interests of your site visitors? What pages are visitors
visiting? These things are all available — FOR FREE — if you know how to, and
commit to using the tools right.
By tracking visitors’ actions on your site, you can analyze their behavior. Pay close
attention. What do they click? What did they view? What did they reply to? What did
they download? What emails have they received and what did they do with those
emails? You can generate leads, and then nurture, segment, and score them as they
go through their purchase process.
Make Your Marketing Matter 25
Your blog can help you to bring your company and its activities to life beyond what
you can do on the website proper. Pictures, stories, additional information, additional
benefits. Community events. Partnerships. Success stories. New equipment. New
programs. There is so much content in your four walls.
The blog can be the premier outlet for that. Plus, you can distribute blog content in a
number of ways so that people can consume it more easily than having to come back
to your website to learn more about you. And, blogs can answer important questions
for consumers and, therefore, potentially show up right in search results.
Inbound is about developing a relationship while you’re not in front of the audience,
and your blog is the perfect tool for that.
This tool gives you a way to get more exposure for the opportunities you have, and
make them available to individuals and groups in a more modern, accessible manner.
Tracking blog data will help you to see what posts are more popular than others, which
can in turn tell you what people are interested in.
You can also generate leads on your blog by adding powerful CTAs in your posts, such
as simple forms, or downloadable content. According to Hubspot, “B2B marketers
that use blogs receive 67% more leads than those that do not.”
B2B marketers that use blogs
receive 67% more leads than
those that do not.
Make Your Marketing Matter 26
Your blog can also help you to build a subscriber base, as a means of regularly staying
in touch with your audience.
Your blog, if done well, will also give visitors more reasons to come back to your
Smarter marketing starts with email. I think it’s a huge opportunity for many
companies. In fact, “61 percent of consumers enjoy receiving promotional emails
weekly. Another 38 percent would like emails to come even more frequently.”
There is a captive, known audience. You know who they are. They may want to stay
informed and up to date, but you have the ability to provide value and deepen your
relationship with them.
Take what you know about your audience and make it a part of the data chain so
you can get smarter about your marketing. This is your opportunity to segment your
audience and offer them something of value FOR THEM. Curate your offerings into
topics, segments, campaigns, themes.
You now have the ability to send people useful information based on what you know
about them. The more personal information you have, the more personalized — and
more relevant to them — and hence smarter, your marketing can be. Then, you
measure performance and fine tune from there. This allows you to reduce the amount
of MASS marketing you do and be more targeted, more segmented, more relevant to
Make Your Marketing Matter 27
On social media, you need to explore ways to really ENGAGE with your audience.
Facebook’s algorithm works similarly to how Google ranks websites. It consists of
many factors and is continuously evolving and changing. That’s why it is important to
test things and never get stuck doing the same thing.
In February 2015, video format was getting the highest organic reach, followed by
status updates, then links and only then photos. There are more than 1,000 different
factors on how Facebook decides which posts get the exposure and most of these are
unknown. Here are some of the known factors:
• Technical detail: How complete the page profile is
• User’s previous interaction with the page
• Number of likes, shares and comments the post gets from user’s
friends and from the world at large
• Type of post (photo, video, link, status update) and how much the user
has interacted with the type in the past
• When a user likes something, this means that they want to see more
of it so Facebook shows them more
• When a user hides something it makes the news feed display less of
that content in the future
• How frequently content from the page is hidden, the more people
hide content the less it will be displayed
The underlying principle of social media success is overall engagement. the more
engagement you get from your followers, the more Facebook will see your posts
Make Your Marketing Matter 28
as credible and engaging, and the more it will show your posts to users.
Engagement equals exposure, and exposure leads to growth of followers,
who can in turn spread your messages further.
The key aspect to successful inbound marketing, no matter which tactic
you’re using, is engagement. The more you can get users to interact with
your brand, the farther you can spread your message.
The key to modern marketing is applying inbound marketing principles,
with a focus on engagement. Implementing these tactics, measuring their
performance and getting jiggy with your data will help you make better
decisions about which marketing tactics are the most effective for your
audience and your business. Each recipe is unique and it takes a bit of
testing to find it, but this is how you can truly Make Your Marketing Matter.
“Gettin’ Jiggy With It” by Will Smith. Video directed by Hype Williams.
1998. YouTube, https://youtu.be/3JcmQONgXJM
Make Your Marketing Matter 29
That’s a tough question to answer. If we had a crystal ball, we’d be busy
playing the horses, the lottery and blackjack. However, technology will
continue to evolve and our reliance on it will grow, not diminish. And, how
people research and shop will change at the speed of their adoption of
new technologies, which means marketing will be forced to evolve as well.
New services, new products new companies and new ways of solving
problems are emerging overnight (and just as quickly becoming obsolete).
It’s hard to say what the next trend will be in marketing or how quickly it
will come and go. However, we can speculate that the buyer, at least for
the foreseeable future, will control the conversations. Businesses, for their
part, will need to really see what’s happening and evolve their marketing,
along with their adoption of technology, despite their anxiety or confusion
and that is where an experienced marketing partner can provide great
value and insight. It is our job to stay abreast of the evolution happening
in marketing – with websites and content and email and social media and
emerging technologies so we can provide our clients and partners with the
best, most relevant guidance. It’s a job we’re good at, and we love to do.
Savoir Faire is a marketing communications agency that works with companies to Make Their
Marketing Matter. By and large, that includes digital tactics such as websites, content devel-
opment, email marketing and social media. That said, we believe we sit at the crossroads of
traditional and digital marketing, with an adventurous spirit when it comes to evolving disci-
plines. We have worked with a broad range of clients to solve a wide variety of business chal-
lenges and we’d love the opportunity to discuss the specific challenges you’re facing. We
strongly believe we can help you overcome them and achieve your business goals.
Bonus Thank You Offer:
Because you took the time to read this e-book, I’d like to offer
you some additional, FREE resources from our Inbound Marketing
• Inbound Marketing Campaign Guide
• Website Redesign Checklist
• Call to Actions Overview
• Guide to Landing Pages
• SEO Myths
….and more. Enjoy!
A Publication of
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