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Inbound Marketing Trends & Best
Practices
Hamutal Schieber | January, 2015
Introduction
• Inbound Marketing aims to provide value to the consumer, in order to create leads and drive
sales. The poin...
What Constitutes “Inbound Marketing”
• HubSpot mentions the following types of content, as the main ingredients of Inbound...
Market Map
What: Types of Content
• White papers, presentations, case studies
• Blogs, social media content, mobile conten...
The Benefits of Inbound Marketing
Why should marketers use inbound marketing?
• Part of the rise in inbound marketing spen...
Consumer Trends
• According to Forrester Research,
consumers no longer trust brand advertising
or “push” marketing. They p...
Consumer Trends
• A Nielsen / Impowered research (2014) shows that social media and user reviews are the
most used sources...
Consumer Life Cycle Relevancy
• Marketo, Inc suggests that there
are two key rules when it comes to
inbound marketing:
1. ...
Consumer Life Cycle Relevancy
• The Nielsen/InPowered study
shows the impact of user
review, branded content or
expert con...
Content Marketing Tactic Trends
• In the UK, in 2014, social media content had become the leading content marketing tactic...
Content Marketing Tactic Trends
• ROI by tactic - Captora, 2014
The Airbnb website utilizes a prominent content
strategy. ...
Tactics | Co-Creation | Best Practice
• Marriott Hotels created a co-creation
platform, under the name “Travel
Brilliantly...
Tactics | Magazines | Best Practice
• GE has established a
newsroom approach, based on
a Tumblr-powered magazine
under the...
Customization & Personalization
• Marketers should distinguish between B2B content,
and B2C content.
• According to Conten...
Customization & Personalization
• Customer needs change
across industries, and
marketers need to
customize contents
accord...
Customization & Personalization
• Some marketers are building their content
platforms to suit different types of customer
...
Customization & Personalization
• A December 2012 survey by IMN found that 75% of financial services marketers had separat...
Customization & Personalization | Best Practice
• B2B company Autodesk, launched a digital publication called Line//Shape/...
Customization & Personalization | Best Practice
• Google Think - www.thinkwithgoogle.com is an online
platform aimed at th...
Branded Content
• State of Content Marketing, Contently, 2014Absolut Vodka creates online content based on
physical experi...
Branded Content
• Beer brand Dos Equis, has based its output around its current above-the-line ad campaign: "The Most
Inte...
Branded Content
• LoveThisCity by MasterCard is a collection of the
experiences cities around the world have to offer. You...
Distributing Content
• Content distribution on Social Media: CMI and MarketingProfs found that
social network usage saw a ...
Distributing Content
• According to eMarketer (2013), Inbound marketing tactics,
including content marketing, search engin...
Platforms | Social Media
• Redshift Research polling for Bite in February 2014 found that 71% of UK marketing
decision-mak...
Platforms | Social Media
• While search engines are the number one destination for searching information, 55% of
buyers tu...
Platforms | Social Media | Twitter
• Adobe’s CMO.com platform provides tips
for marketers on digital marketing and
content...
Platforms | Social Media | Linkedin
• Citibank offers women the
Women & Co. platform, as a
financial and educational
resou...
Platforms | Social Media | Youtube
• Ensurance, an auto
insurance company,
successfully manages a
Youtube page -
www.youtu...
Platforms | Mobile | Best Practice
• Volkswagen publishes a popular magazine called “Das Auto” which contains brand-relate...
Content as Entertainment
• Many brands are targeting younger consumers through long-term entertainment strategy.
Another i...
Content Monetization
• In order to monetize content, marketers use a variety of techniques, including: in-content links to...
Key Take-Away
• Inbound marketing is all about offering high-quality, helpful content, to a specific customer
segment
– Pr...
Thank You
The research was conducted by:
Hamutal Schieber
Schieber Research | Market Research & Competitive Intelligence
w...
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Inbound Marketing Trends & Best Practices

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Inbound Marketing aims to provide value to the consumer, in order to create leads and drive sales. The point is to encourage Content “Pull” by customers, rather than Content “Push” to the customers. Unlike traditional marketing methods, inbound is controlled by the customer, not by the brand: the brand can initiate and offer the content, but the customer will interact with it only when he/she finds the content relevant or interesting.
This presentation is examining trends and best practices in Inbound Marketing.

Published in: Marketing

Inbound Marketing Trends & Best Practices

  1. 1. Inbound Marketing Trends & Best Practices Hamutal Schieber | January, 2015
  2. 2. Introduction • Inbound Marketing aims to provide value to the consumer, in order to create leads and drive sales. The point is to encourage Content “Pull” by customers, rather than Content “Push” to the customers. • Unlike traditional marketing methods, inbound is controlled by the customer, not by the brand: the brand can initiate and offer the content, but the customer will interact with it only when he/she finds the content relevant or interesting. • The main tactic for Inbound Marketing, is content marketing. • After establishing the identity of the consumer, marketers must answer the following questions, in order to execute content marketing effectively: – What content – type, quality, subjects? – When should it be distributed? How often? – How should it be distributed? – Where should it be distributed? • This presentation aims to answer those questions, by examining trends and best practices in Inbound Marketing.
  3. 3. What Constitutes “Inbound Marketing” • HubSpot mentions the following types of content, as the main ingredients of Inbound Marketing: • Within these 5 categories, many content types are included: in fact, content constitutes of anything the organization creates and publishes, including guides, webinars, case studies, whitepapers, videos, infographics, blogs etc. Source: “What is Inbound Marketing?”, HubSpot
  4. 4. Market Map What: Types of Content • White papers, presentations, case studies • Blogs, social media content, mobile content, videos, photos • Content Hub, Entertainment, Curation How: Content Formats • Webinars, Infographics, eMails, Podcasts • Mobile apps Where: Main Platforms • Social: Facebook, Twitter, Linkedin, Google+, Pinterest, YouTube, Slideshare… • Search engines, ads, dedicated platforms, email When: Timing Considerations • Stage in the path to purchase (researching / in store or online / service / aftersale…) • Stage in the customer life cycle (acquisition / retention / conversion)
  5. 5. The Benefits of Inbound Marketing Why should marketers use inbound marketing? • Part of the rise in inbound marketing spend, stems from changes in consumer preferences. In today’s market, consumers have access to information all the time, and their rate of response to outbound marketing tactics is falling consistently. So in order to reach consumers effectively, marketers should consider other tactics. • HubSpot claims that inobound leads cost $135 in average, compared to $346 per lead in outbound marketing. It is also said to be more effective, generating 54% more leads compared to outbound marketing. (Source: “What is Inbound Marketing?”, HubSpot) • Top KPIs for content management, include website traffic, social media sharing, sales leads, SEO ranking, customer feedback, and sales. According to Content Marketing Institute (2014), UK, North American, and Australian marketers all cite Web traffic as the metric they use most often to measure content marketing success. Graphics: "The CMO Guide to Inbound Marketing”, Marketo Inc
  6. 6. Consumer Trends • According to Forrester Research, consumers no longer trust brand advertising or “push” marketing. They prefer self- selected brand content or “pull” marketing. • Edelman's Consumer Marketing Study demonstrates that nearly 90% of global online consumers, would like brands to share content online.
  7. 7. Consumer Trends • A Nielsen / Impowered research (2014) shows that social media and user reviews are the most used sources in the consumer decision process.
  8. 8. Consumer Life Cycle Relevancy • Marketo, Inc suggests that there are two key rules when it comes to inbound marketing: 1. Helpful content – ask yourself “will it help”, rather than “will it sell” 2. Relevant content – map content according to the personas and stage of the buying cycle A report published in AdMap (October 2013) suggests the following content for the various stages of the shopper and consumer life cycle:
  9. 9. Consumer Life Cycle Relevancy • The Nielsen/InPowered study shows the impact of user review, branded content or expert content, across the purchase process.
  10. 10. Content Marketing Tactic Trends • In the UK, in 2014, social media content had become the leading content marketing tactic, followed by blogs, articles, e-newsletters, case studies and videos. • Videos made a significant leap, with 76% of companies reporting to have used this tactic in 2014, compared with 69% in 2013. Infographics use had also increased, from 45% of companies in 2013, to 57% in 2014. source: “Content Marketing in the UK: 2013 / 2014 Trends”, Content Marketing Institute
  11. 11. Content Marketing Tactic Trends • ROI by tactic - Captora, 2014 The Airbnb website utilizes a prominent content strategy. The site serves as a “marketing consultant” for people wishing to attract more guests. Other Contents include city guides, guided tours, promotional videos, stories, etc.
  12. 12. Tactics | Co-Creation | Best Practice • Marriott Hotels created a co-creation platform, under the name “Travel Brilliantly”, in collaboration with content platforms such as Fast Company, Mashable and Wired. • The company invested in high-quality content by professional writers, without emphasizing the brand. • http://travel-brilliantly.marriott.com/
  13. 13. Tactics | Magazines | Best Practice • GE has established a newsroom approach, based on a Tumblr-powered magazine under the name Txchnologist - http://txchnologist.com/ • The magazine is based on an entire system, fit to serve any publisher – editorial resources, meetings, briefs and schedules, and mixes original and licensed content. The magazine contains content that is valuable and relevant to the brand’s audience, reflecting the brand’s values, such as: renewable energy, science, transportation, etc.. Txchnologist stories, while hosted uniquely on the Tumblr platform, are widely disseminated throughout the media ecosystem, getting picked up in places like Scientific American, Gizmodo, i09 and Business Insider.
  14. 14. Customization & Personalization • Marketers should distinguish between B2B content, and B2C content. • According to Content Marketing Institute, B2B content marketing in North America, UK and Australia, includes more case studies, white papers, webinars/webcasts, and research reports, than B2C content marketing; while tactics such as mobile apps, mobile content and print magazines / newsletters, are more often used in B2C marketing. • Companies in different markets rate tactic effectiveness differently: UK marketers say that case studies are most effective, while North American and Australian marketers indicate that in- person events are the most effective tactic. “Content Marketing in the UK: 2013 Trends”, Content Marketing Institute/Direct Marketing Association UK
  15. 15. Customization & Personalization • Customer needs change across industries, and marketers need to customize contents accordingly. For instance, in the hospitality industry, photos of the hotel/ resort facilities and of the area, are more desirable to American travelers than reviews. “Content marketing for travel brands” MMGY GLOBAL
  16. 16. Customization & Personalization • Some marketers are building their content platforms to suit different types of customer groups. In such cases, they can provide an easy navigation landing page for the visitor. • Many marketers ask the visitor to participate in surveys, in order to tailor the featured information to better suit customers’ need.
  17. 17. Customization & Personalization • A December 2012 survey by IMN found that 75% of financial services marketers had separate content strategies in place for each marketing channel, the highest percentage of all industries polled. The key is to deliver true value to an engaged audience. • BlackRock, an asset management firm, invests in content marketing including the following strategic components: – Target market – sophisticated investors – Positioning: fun – with humoristic notes. – Platforms: Linkedin is perceived as the most relevant platform for the target market for posting and interacting with consumers. • According to the company’s Global Director of Social Media, the company’s social media efforts had delivered $17-18 million worth of earned advertising.
  18. 18. Customization & Personalization | Best Practice • B2B company Autodesk, launched a digital publication called Line//Shape//Space, to empower their customers and provide a go-to resource. • Visitors are prompted to register in order to receive a newsletter.
  19. 19. Customization & Personalization | Best Practice • Google Think - www.thinkwithgoogle.com is an online platform aimed at the company’s important business segment. The site is a chockfull of helpful information and case studies, which are usually related to the tools and services that Google offers to businesses.
  20. 20. Branded Content • State of Content Marketing, Contently, 2014Absolut Vodka creates online content based on physical experiences, which it co-creates with artists and musicians. The brand suggests vodka-based drinks, to enjoy during such experiences. http://www.absolut.com/en/Nights/Hub/
  21. 21. Branded Content • Beer brand Dos Equis, has based its output around its current above-the-line ad campaign: "The Most Interesting Man in the World". • The brand developed a range of content around the theme, including sponsored events featured on a micro-site, blogger contests etc. • the brands keeps playing with platforms, turning now to the hot Oculus Rift, to offer a virtual reality experience.
  22. 22. Branded Content • LoveThisCity by MasterCard is a collection of the experiences cities around the world have to offer. You can later share with friends through social media
  23. 23. Distributing Content • Content distribution on Social Media: CMI and MarketingProfs found that social network usage saw a jump across the board over 2012, and that marketers were spreading their efforts across a number of different channels, with respondents using an average of six social media platforms. • Facebook was the most popular platform in 2014 in North America. • A rising tactic is Native Advertising – making the branded story a part of an editorial, newsfeed, etc. in an organic form. Apart from using the website, e-mail and social media to push content, distribution is also dependent on sharing. Therefore, marketers turn to influencers for content distribution (57% of respondents), according to an eMarketer report.
  24. 24. Distributing Content • According to eMarketer (2013), Inbound marketing tactics, including content marketing, search engine optimization and use of social media marketing, are all critical for businesses looking to generate leads. Marketing automation is one technique to make inbound marketing tactics more strategic and complementary, as well as reduce much of the guesswork of inbound marketing, but eMarketer found that few were actually employing marketing automation. Just 16% of B2Cs and 14% of B2Bs reported using marketing automation extensively to manage their inbound marketing. • The eMarketer study found that 45% of successful inbound marketers used marketing automation, vs. only 9% of unsuccessful inbound marketers.
  25. 25. Platforms | Social Media • Redshift Research polling for Bite in February 2014 found that 71% of UK marketing decision-makers were creating content marketing materials for social media, well above second-place white papers, mentioned by 38% of respondents. The main distribution tactic is viral sharing. In order to make content share-worthy, it has to offer real value for the consumer, with “makes you laugh” being the top reason for sharing content in the UK.
  26. 26. Platforms | Social Media • While search engines are the number one destination for searching information, 55% of buyers turn to social media for information (source: Adriel Sanchez of SAP, 2014) • GE utilizes each social media platform, for the type of content, characteristics, and target, most suitable for the platform. For example, it uses 6-second platform Vine, to create the #6SecondScience fair, and uses Pinterest to create light science-related posts.
  27. 27. Platforms | Social Media | Twitter • Adobe’s CMO.com platform provides tips for marketers on digital marketing and content monetization, which are related to the company’s products. • Twitter is the most important distribution platform for the company, with 46,800 followers as of December, 2014.
  28. 28. Platforms | Social Media | Linkedin • Citibank offers women the Women & Co. platform, as a financial and educational resource. • After 12 years of independent operations, the platform was connected to Linkedin in order to boost engagement. • Citibank partnered with the B2B network on the Connect Professional Women's Network, an interactive discussion board, which currently includes over 383,000 members.
  29. 29. Platforms | Social Media | Youtube • Ensurance, an auto insurance company, successfully manages a Youtube page - www.youtube.com/user/Es urancem • The content is based on videos, aiming to entertain, with some of the videos becoming viral. • This demonstrates how videos and humor can create excitements, in “dull” categories.
  30. 30. Platforms | Mobile | Best Practice • Volkswagen publishes a popular magazine called “Das Auto” which contains brand-related and brand- adjacent stories. • The magazine features responsive content – compatible with computer, mobile, and tablet screens, including apps.
  31. 31. Content as Entertainment • Many brands are targeting younger consumers through long-term entertainment strategy. Another interesting tactic is gaming as content, as executed by Toyota Yaris in collaboration with Microsoft. Red Bull is one of the best-known entertaining brands, combining online & physical activity. Red Bull’s media house’s goal was to become independently profitable — with content so good they could sell it — which made them create content that people loved. That content helped the mother brand build an unbeatable reputation and dominate the crowded energy drink market
  32. 32. Content Monetization • In order to monetize content, marketers use a variety of techniques, including: in-content links to purchase, cross-promotions, etc. UK retailer Marks & Spencer includes “shoppable video” on its sites. Synchronized in- player calls-to-action let viewers view more information about featured products as they appear, then click through to the corresponding e-commerce page. Shared on Facebook, the video retains all of this functionality. According to Brightcove (“The New Content Marketer”), within the first six months, the company broadcast more than one million minutes of video with click-through rates as high as 30 percent. This boosted sales on some products by as much as 90 percent. http://www.marksandspencer.com/s/mands-tv
  33. 33. Key Take-Away • Inbound marketing is all about offering high-quality, helpful content, to a specific customer segment – Provide actionable, informative content – Or – be funny – Provide tools which are relevant to the subject, such as data and calculators, communities, reviews and personal stories • Distribute content through the most suitable platform – and tailor content so it fits the platform you wish to distribute it through • Offer visitors to sign up to a newsletter • Give the audience a reason to share the information with friends – and provide an easy way to do so
  34. 34. Thank You The research was conducted by: Hamutal Schieber Schieber Research | Market Research & Competitive Intelligence www.researchci.com | hamutal@researchci.com Executive Summary. For the full research - please contact Carmelon Digital Marketing http://www.carmelon-digital.com

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