The future of marketing


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  • The Future of Marketing
  • Now I’m not one for gazing into the crystal ball and predicting the future I’d prefer to have a look at some of the hard current facts and let the insight gleaned from these provide better strategic decisions for the future of the business.
  • So some hard facts in the B2B environment Sources MARKETING SHERPA - Virgin Media Business Cone Inc – Social Media in business Forrester Research, How to take B2B relationships from Indifferent to Engaged: Jan 2009 DemandGen Report
  • So some hard facts in the B2B environment Sources MARKETING SHERPA - Virgin Media Business Cone Inc – Social Media in business Forrester Research, How to take B2B relationships from Indifferent to Engaged: Jan 2009 DemandGen Report
  • Technology has facilitated more accessible content, an always on attitude, broken many barriers to communication, enabled a back channel People have demanded more of the above: they want more transparency and businesses to stop paying lip service to caring about their customers and to become genuine They don’t want to be interrupted in their day to day lives, they need to stay focused to the job in hand They want to find in the information when they need the information and they want they business to be where they are Business have had to turn the bullhorn around because of this demand, most are still in the process. In the old days business had the power of communication, telling their audience what they wanted them to here With technology it has made it easier for customers to talk about brands without the businesses input, businesses have had to start listening to the conversation and finding methods to re-engage with it’s audience under it’s own terms. I believe the web and seo have created the groudswell for inbound strategy in business but it’s social that is giving it an injection of steroids and this is the fundamental shift we are seeing right now Something that has not changed is the need to plan, solve business objectives and measure success, whether that’s the fundamental financials or the fluffy awareness
  • The below will shape the future of marketing and while there are some business’s who “get” the now, very few (in my experience) are truly using it to their advantage. Some may just say content strategy, I believe in valuable content strategy (although you’d think it obvious), many organisations still think about the message that they want to tell rather than the message their customers want to hear. Focus on the customer, their business issues and what will solve their problems first. Also this very much means turning the traditional marketing departments into publishing houses. Ok so from a business objective you are constantly trying to reduce the sales cycle, getting quicker sales so you can target the next audience and convert, from a marketing perspective this gives you more time to talk to your audience and spend time building the relationship, and can actually increase WOM amongst the audience. Social has brought around the opportunity for businesses to communicate with the audience at every level, from CEO’s tweeting and blogging thought leadership pieces, to marketing running campaigns and driving the business forward socially, HR crowd sourcing a resource pool, Customer service providing support, finance discussing company performance in closed channels. Using your online strategy to create offline face to face opportunity for your business Becoming the conversation, by providing content, ideas, thoughts and experiences that have longevity that people want to talk about The “I need a facebook page” conglomerate without understanding the why, building strategy around your audience and community first is key. 90% of businesses and services are unexceptional (a sad fact), if you can provide experiences and communications that are exceptional to put you in that 10% you will naturally increase your word of mouth.
  • The future of marketing

    2. 3. JUST SOME OF THE CURRENT FACTS over 60% of b2b organisations have a 3 month or over sales cycle over 20% of tweets discuss a brand or product 93% of business buyers believe companies should have a social presence 9 out of 10 buyers say , they will find you when the are ready to purchase 44% of direct mail is never even looked at
    3. 4. ...AND A FEW MORE more than 8 out of 10 it decision makers said word of mouth recommendations are the most important source when making decisions 59% of b2b buyers engaged with peers who addressed their challenge generating high quality leads is the single most important issue to organisations lengthening sales cycles 2nd most important issue to b2b organizations most display ads on the web , GET 0.2% CLICK THROUGH
    4. 5. OVER THE YEARS <ul><li>technology has made it easier for people to demand a change </li></ul><ul><li>people have demanded </li></ul><ul><ul><li>more transparency </li></ul></ul><ul><ul><li>less interruption and noise </li></ul></ul><ul><ul><li>readily available </li></ul></ul><ul><li>business have had to turn the bullhorn round ( most are still in the process ) </li></ul><ul><li>the web and seo kick - started inbound strategy </li></ul><ul><li>something that has not changed: sostac </li></ul><ul><li>data is in abundance </li></ul>
    5. 6. The future now is … <ul><li>valuable content strategy </li></ul><ul><li>using the long sales cycle to your advantage </li></ul><ul><li>true engagement on every level of your business </li></ul><ul><li>bringing online offline & pushing it back online </li></ul><ul><li>becoming the conversation </li></ul><ul><li>not getting caught up with the tactical technology </li></ul><ul><li>work on exceptional and memorable experiences that will get you noticed </li></ul>
    6. 7. THE NOW IS socialising your whole ORGANISATION & developing an inbound strategy by using business insight & careful planning to ensure integration and consistency through your existing comms program
    7. 8. A LITTLE LEAVE BEHIND <ul><li>the applications are endless </li></ul>