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Modern Marketing, Demystified | Miva Conference 2010


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Segment 3 of 3
Modern Markering, Demystified.

From process to plan, and the pitfalls of uninformed decisions.
45min + 15min Q&A
Speaker: Bryan Landaburu, President, Fuze @fuze

Are you a lucky person? Do you have the one idea to save the world? If so, you may not need marketing. For the rest of the many merchants out there, Marketing is a critical element to business success. Most merchants launched their site with great intent, but few actually have a marketing plan to attract and retain customers. Even if you experienced some success out of the gate, without a consistent marketing effort, bringing new and repeat customers to your store will always have limited success. In this session we will boil down multi-channel marketing to its simplest core. There are countless trends and fads out there. More than buzz words, here we will explore traditional and new media concepts that combine both on and offline tactics, goal setting and ROI tracking. A conceptual framework will be discussed and a number of new tools will be reviewed in the form of 25 tools you simply must take a look at.

- Find 'em
- Get 'em there
- Make 'em comfortable
- Sell 'em something
- Get it to 'em fast
- Bring 'em back
- Get 'em to tell their friends
- Repeat

Email, PPC, microsites, blogs, landing pages, reputation management, reviews, tried & true methods and 25 tools worth a look (or reintroduction)

Visit for a full overview

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Modern Marketing, Demystified | Miva Conference 2010

  1. 1. twitter   #mmconf |   @fuze Miva Conference 2010  |  session three Modern Marketing, Demystified. Modern Marketing Demystified a three segment track presented by Bryan Landaburu (@fuze) President Fuze
  2. 2. twitter   #mmconf |   @fuze Hi. My name is Bryan. Hi. My name is Bryan.
  3. 3. twitter   #mmconf |   @fuze FUZE
  4. 4. twitter   #mmconf |   @fuze Particulars • A digitally‐led agency est. 2003 • We develop & execute campaigns  for clients nationwide that include: – Web, application, system, UI design – Content Management Systems – Business process design p g – E‐mail marketing – Blog strategy – Social & mixed media campaigns p g – E‐Commerce development – Search Marketing (SEO/PPC) – Advanced analytics d a ced a a yt cs – Traditional creative services
  5. 5. twitter   #mmconf |   @fuze Clients
  6. 6. twitter   #mmconf |   @fuze Recap of yesterday… Recap of yesterday… Now we are going to talk about marketing and tools.
  7. 7. twitter   #mmconf |   @fuze After the event Use  this
  8. 8. twitter   #mmconf |   @fuze Why did you decide to come to this  conference, and… f d …what did you hope to get out of it?
  9. 9. twitter   #mmconf |   @fuze How was last year for you? How was last year for you? Are you more or less inspired in 2010?
  10. 10. twitter   #mmconf |   @fuze We ve learned, a lot. We’ve learned, a lot. so has the rest of the world
  11. 11. twitter   #mmconf |   @fuze Some of the things we’ve learned… • Being complacent , rolling with the herd, gets you no‐place • Doing nothing, also gets you no‐place • Your reputation and your brand are critical p y • Authenticity and sincerity will always win • Unless you truly forge a relationship, you are only as good as the memory of  Unless you truly forge a relationship you are only as good as the memory of your last transaction • This is a discussion about marketing, your business, and yourself Thi i di i b k i b i d lf
  12. 12. twitter   #mmconf |   @fuze Marketing your business or yourself  should not be a perfunctory process. h ld b f –adjective 1. performed merely as a routine duty; hasty and superficial, courtesy 2. lacking interest, care, or enthusiasm; indifferent or apathetic
  13. 13. twitter   #mmconf |   @fuze Marketing plan vs. business plan Marketing plan vs. business plan Do you have either? Both?
  14. 14. twitter   #mmconf |   @fuze Business is simple, right? Get  em to  Get ‘em to Get ‘em Make ‘em Sell ‘em Get it to ‘em Bring ‘em Find ‘em tell their  repeat there comfortable something fast back friends
  15. 15. twitter   #mmconf |   @fuze How marketing used to be… Radio Outdoor TV Old  Corporation Print Website Media PR
  16. 16. twitter   #mmconf |   @fuze How marketing looks today… • Control surrendered to  reviews Radio TV Content Website consumers SOCIAL PR • P People say scary things l thi REPUTATION Media • Can’t control the conversation Comments Print • Power in the hands of a few Power in the hands of a few Influencers Your  Your Outdoor • Word of mouth leads to  Industry  participation Brand Blogs authenticity Conversation Search  Marketing Executive  Analytics visibility • BOTTOM LINE: Sales funnels Forums you need to be everywhere you need to be everywhere Landing pages PPC Competitors Mobile SEO
  17. 17. Radio reviews TV Content Website twitter   #mmconf |   @fuze SOCIAL PR REPUTATION Media Comments Print Influencers Your  Your Outdoor Industry  participation Brand Blogs Search  Conversation Marketing Executive  Analytics visibility Sales funnels Sales funnels Forums Landing  Mobile pages PPC Competitors SEO
  18. 18. twitter   #mmconf |   @fuze From the merchants this morning • Petstore • Swift – Authenticity – Unified cart – Uniqueness – Omniture analytics Omniture analytics – Focus – Focus in niches (CSN) • TRX – CommissionJunction – Content generation – Email marketing &  segmentation – Design – Decisions based on analytics Decisions based on analytics  (which we will talk about) – Bounce reports
  19. 19. twitter   #mmconf |   @fuze Can you compare bananas & oranges? b ? the lack of science in making assumptions g p
  20. 20. twitter   #mmconf |   @fuze Oranges vs. Bananas • Both delicious • Bananas • Both healthy – Easy to hold – Easy to open Easy to open – Good source of potassium • If presented in the same  manner… manner • Oranges – Pretty – Which will people like? – Easy to hold – Can you say for sure? – Easy to throw Easy to throw – Based on what? – Good source of Vitamin C
  21. 21. twitter   #mmconf |   @fuze “I love oranges, so will everyone else.” I love oranges, so will everyone else. ‐The Management (HiPPO) Ex: Highest Paid Persons Opinion
  22. 22. twitter   #mmconf |   @fuze “I’m not sure we should make the  assumption that everyone will love  assumption that everyone will love oranges. Is everyone like you?” ‐ The Minion
  23. 23. twitter   #mmconf |   @fuze “I am online all the time. I’m hip. I shop  online, and I’m smarter than you. Hey,  who owns this business? Me or you?  y Sell the oranges.” ‐ The Management
  24. 24. twitter   #mmconf |   @fuze The danger of assumptive decisions… • What if you put all your interest in oranges, because the HiPPO,  agency, etc. told you to? • What if the HiPPO is wrong? What if the HiPPO is wrong? • What are the odds of them being right? • Should you be taking odds on your business success? Should you be taking odds on your business success?
  25. 25. twitter   #mmconf |   @fuze The results… The results…
  26. 26. twitter   #mmconf |   @fuze The results… • Bananas were taken 10‐1 over oranges • People only took oranges when bananas were gone • People asked if we had more bananas p • People said that oranges were too hard to open and eat • We ran the test again (with a new bowl of fruit) and got the same results – this  validated our test validated our test • Had we run a test on this sample, we could have probably deducted that we  should have purchased more bananas and less oranges • Bananas are cheaper than oranges and we can sell more, that means more $ Bananas are cheaper than oranges and we can sell more that means more $ • Sorry HiPPO, but you are wrong
  27. 27. twitter   #mmconf |   @fuze So what? • I’ve oversimplified a complex situation • If you don’t test and don’t “know”, then you simply, don’t know. • Testing comes in many forms T ti i f • Remove yourself from your decisions…your opinion is one, but  there are others there are others • Think like your customer does • Think about who your customer is – persona definition • Sometimes things cant be explained
  28. 28. twitter   #mmconf |   @fuze 30ish tools in [under]30 minutes 30ish tools in [under]30 minutes a blend of tactics, tools, new, old, yada yada.
  29. 29. twitter   #mmconf |   @fuze E mail marketing E‐mail marketing Critical piece, why? Because believe it or not, I don’t remember  who you are.  Aww….sad. 
  30. 30. twitter   #mmconf |   @fuze
  31. 31. twitter   #mmconf |   @fuze
  32. 32. twitter   #mmconf |   @fuze
  33. 33. twitter   #mmconf |   @fuze
  34. 34. twitter   #mmconf |   @fuze MicroSites Sometimes you need a specific place to tell a story. For advertising,  for niche, to develop more content, SEO…lots of benefits.
  35. 35. twitter   #mmconf |   @fuze Customer example…
  36. 36. twitter   #mmconf |   @fuze Email to Landing Page
  37. 37. twitter   #mmconf |   @fuze
  38. 38. twitter   #mmconf |   @fuze Testing Remember the bananas & oranges. a/b, multivariate, cross‐browser, eye tracking, heat maps, wow.
  39. 39. twitter   #mmconf |   @fuze
  40. 40. twitter   #mmconf |   @fuze
  41. 41. twitter   #mmconf |   @fuze
  42. 42. twitter   #mmconf |   @fuze
  43. 43. twitter   #mmconf |   @fuze
  44. 44. twitter   #mmconf |   @fuze Client example – CLP What worked best?
  45. 45. twitter   #mmconf |   @fuze Client example – CLP What worked best?
  46. 46. twitter   #mmconf |   @fuze
  47. 47. twitter   #mmconf |   @fuze
  48. 48. twitter   #mmconf |   @fuze
  49. 49. twitter   #mmconf |   @fuze Research It’s a vast universe of information out there. Don’t make  uninformed decisions. NOTE: your source of information may not  be in your own industry/niche. 
  50. 50. twitter   #mmconf |   @fuze
  51. 51. twitter   #mmconf |   @fuze
  52. 52. twitter   #mmconf |   @fuze
  53. 53. twitter   #mmconf |   @fuze Analytics Absolute necessity…we are just at the beginning. (fyi – google isnt the only option)
  54. 54. twitter   #mmconf |   @fuze More than tools • Do you track your organic page rank? • Do you know what your top products are by sales, by channel? • Do you know what your ROI is on your PPC terms? D k h t ROI i PPC t ? • Are you looking for click‐fraud? • Are you reacting to interim interest? Are you reacting to interim interest? • Are you customizing your site based on what you know about  someone? • Are you monitoring your competition? • Analytics are more than hits & visits…obviously
  55. 55. twitter   #mmconf |   @fuze
  56. 56. twitter   #mmconf |   @fuze
  57. 57. twitter   #mmconf |   @fuze
  58. 58. twitter   #mmconf |   @fuze
  59. 59. twitter   #mmconf |   @fuze The tried & true The tried & true Send a note. Say thanks. What the hell happened to our manners?
  60. 60. twitter   #mmconf |   @fuze
  61. 61. twitter   #mmconf |   @fuze Think about your brand Think about your brand Its more than a logo…does it need attention?
  62. 62. twitter   #mmconf |   @fuze Proofread Its damaging to your reputation.  My pal Brian, Miva…how it hurts you.
  63. 63. twitter   #mmconf |   @fuze Get social Get social Yes, blogs, LinkedIn, Twitter, Flickr, Facebook…they matter. Be responsible, be authentic.
  64. 64. twitter   #mmconf |   @fuze
  65. 65. twitter   #mmconf |   @fuze
  66. 66. twitter   #mmconf |   @fuze
  67. 67. twitter   #mmconf |   @fuze Try creating an event Try creating an event Great way to position you as an expert
  68. 68. twitter   #mmconf |   @fuze
  69. 69. twitter   #mmconf |   @fuze
  70. 70. twitter   #mmconf |   @fuze Other schtuff… Other schtuff… Ways we stay organized, productive, accountable, have fun, etc.
  71. 71. twitter   #mmconf |   @fuze
  72. 72. twitter   #mmconf |   @fuze
  73. 73. twitter   #mmconf |   @fuze
  74. 74. twitter   #mmconf |   @fuze
  75. 75. twitter   #mmconf |   @fuze
  76. 76. twitter   #mmconf |   @fuze
  77. 77. twitter   #mmconf |   @fuze
  78. 78. twitter   #mmconf |   @fuze
  79. 79. twitter   #mmconf |   @fuze
  80. 80. twitter   #mmconf |   @fuze
  81. 81. twitter   #mmconf |   @fuze
  82. 82. twitter   #mmconf |   @fuze
  83. 83. twitter   #mmconf |   @fuze
  84. 84. twitter   #mmconf |   @fuze Q&A
  85. 85. twitter   #mmconf |   @fuze Reach out and say what’s up ‐ slides ‐ twitter ‐ my blog ‐ email 877 879 3893  877‐879‐3893 ‐ phone Use  this