MARKETING
IN 2014:
WHAT YOU
NEED TO KNOW
By Dave Rubin
@RabbiWhere
Productions
Presents..
A Dave Rubin
Presentation
An Updated “How To” On:
•  Building Community Through Authentic Experience
•  The “Connected Consumer”
•  Understanding “T...
“Marketing NOW is the act of telling stories...

...stories that spread.”
–Seth Godin
It Begins With

Thrives On

Authentic
Experience

Shareability

And
Is Facilitated By

Content
Experience is everything.
create experiences that
mean something.

We must
“Stop Interrupting

what people are interested
in, and become what
people are interested in

Speaking With.”

-Nick Davidg...
A proactive investment in Positive
Experience, now represents a modern and highly
influential form of Consumer Marketing a...
Connected audiences demand
that marketers and executives re-think
the Entire Customer Experience
“The Connected Consumer”
-Brian Solis
What is a

Connected Consumer?

What does the

Consumer Journey
look like?

How can we positively
impact our
Brand Experie...
Connected Consumers:

They don’t just buy products. They don’t
randomly engage in social networks or
everyday apps. They w...
Their Expectations are Permanent

Changing the way you engage them.
How Connected Consumers make decisions
does not follow a Linear Path.
It is now more of a Circle or Loop.
This Loop is Called,
“The Dynamic Customer Journey”
The Dynamic Customer Journey
vs.
The Traditional Sales Funnel
Traditional Sales Funnel vs. Dynamic Customer Journey
Traditional Sales Funnel vs. Dynamic Customer Journey
Traditional Sales Funnel vs. Dynamic Customer Journey
The Influence Loop

SHAREABLE

SHAREABLE

SHAREABLE

SHAREABLE
You want to inspire living, breathing human
beings to share with friends, family and peers.
“Viral” is Not a Strategy!
Sure, things go Viral, but...creating media in a
vacuum and hoping it propagates around the web
is not a strategy.
Content (Marketing)
vs.
Traditional(Marketing)
The worst reason to do Content Marketing is
because you just think you should.
Traditional (Marketing) vs. Content (Marketing)
TRADITIONAL

CONTENT

Interrupts
•  TV Viewing
(commercial
breaks)

•  Aut...
Traditional (Marketing) vs. Content (Marketing)
TRADITIONAL
Holds Attention for
Ltd. Time
•  5 Sec. Ad (skip)

CONTENT

• ...
Traditional (Marketing) vs. Content (Marketing)
TRADITIONAL
TRADITIONAL
Very Expensive
Very Expensive

•  Especially if ca...
Traditional (Marketing) vs. Content (Marketing)
TRADITIONAL
Difficult to Gauge
Level of Success
•  Billboards
•  Most trad...
“If we are not willing to take risks
and make mistakes, then we are
never going to figure out what

tomorrow looks like.”
...
What do you
want to achieve?
What are you trying to accomplish?
People are not buying bullshit anymore.

You have to add value to their lives.
Define the Experience you want people to
have and align that experience with
everything you do.
It Takes Resources and Commitment!
Time, Money, Man-Hours, Patience, Dedication.
“We are in the current era of The Connected Consumer.”

-Author and New Media Analyst Brian Solis
Create authentic, shareable, experiences
that connect with fans & consumers.
Commit to building long-term fan engagement
through strategic content creation.
Do the research & ask all the right questions.
Build relevant content you can own and
repurpose forever.
Customize and tailor all content for
multiple distribution channels.
“Businesses that place people and what they
feel, think, do, and share as a priority in not
just product design but overal...
NOTES AND SOURCING
This presentation draws from multiple sources
from across the digital media, entertainment, and
busines...
Contact Dave
Rubin
via Twitter:
@RabbiWhere
Upcoming SlideShare
Loading in …5
×

Marketing in 2014: What You Need to Know

1,285 views

Published on

Do you know what a "Connected Consumer is? How about "The Dynamic Customer Journey?" Are you fully aware of what your "Brand Experience" is and How to build COMMUNITY around experience?

Building a successful Marketing Strategy based around these 2014 concepts is highlighted in this presentation created by Dave Rubin (originally for the 2013 Aspen Live Conference).

This presentation aims to help educate and inspire marketers, business executives, and brand ambassadors looking to build "True Fans and Sustainable Communities."

Pulling from such business and marketing luminaries as:
Brian Solis, Anita Elberse, Seth Godin, The Kelley Bros. and Bob Lefsetz, this presentation should be used as a guide for any and all business looking to grow their brands by speaking with and understanding the communities of today - The Communities that can both make and break business, products and brands.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,285
On SlideShare
0
From Embeds
0
Number of Embeds
338
Actions
Shares
0
Downloads
19
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Marketing in 2014: What You Need to Know

  1. 1. MARKETING IN 2014: WHAT YOU NEED TO KNOW By Dave Rubin
  2. 2. @RabbiWhere Productions Presents.. A Dave Rubin Presentation
  3. 3. An Updated “How To” On: •  Building Community Through Authentic Experience •  The “Connected Consumer” •  Understanding “The Dynamic Customer Journey” •  Content Marketing vs. Traditional Marketing
  4. 4. “Marketing NOW is the act of telling stories... ...stories that spread.” –Seth Godin
  5. 5. It Begins With Thrives On Authentic Experience Shareability And Is Facilitated By Content
  6. 6. Experience is everything. create experiences that mean something. We must
  7. 7. “Stop Interrupting what people are interested in, and become what people are interested in Speaking With.” -Nick Davidge, GreenLight Media
  8. 8. A proactive investment in Positive Experience, now represents a modern and highly influential form of Consumer Marketing and Digital Influence.
  9. 9. Connected audiences demand that marketers and executives re-think the Entire Customer Experience
  10. 10. “The Connected Consumer” -Brian Solis
  11. 11. What is a Connected Consumer? What does the Consumer Journey look like? How can we positively impact our Brand Experiences?
  12. 12. Connected Consumers: They don’t just buy products. They don’t randomly engage in social networks or everyday apps. They want experiences.
  13. 13. Their Expectations are Permanent Changing the way you engage them.
  14. 14. How Connected Consumers make decisions does not follow a Linear Path. It is now more of a Circle or Loop.
  15. 15. This Loop is Called, “The Dynamic Customer Journey”
  16. 16. The Dynamic Customer Journey vs. The Traditional Sales Funnel
  17. 17. Traditional Sales Funnel vs. Dynamic Customer Journey
  18. 18. Traditional Sales Funnel vs. Dynamic Customer Journey
  19. 19. Traditional Sales Funnel vs. Dynamic Customer Journey
  20. 20. The Influence Loop SHAREABLE SHAREABLE SHAREABLE SHAREABLE
  21. 21. You want to inspire living, breathing human beings to share with friends, family and peers.
  22. 22. “Viral” is Not a Strategy!
  23. 23. Sure, things go Viral, but...creating media in a vacuum and hoping it propagates around the web is not a strategy.
  24. 24. Content (Marketing) vs. Traditional(Marketing)
  25. 25. The worst reason to do Content Marketing is because you just think you should.
  26. 26. Traditional (Marketing) vs. Content (Marketing) TRADITIONAL CONTENT Interrupts •  TV Viewing (commercial breaks) •  Authenticity •  Shareability •  Magazine (reading) •  Connection •  Radio/Music (terrestrial)
  27. 27. Traditional (Marketing) vs. Content (Marketing) TRADITIONAL Holds Attention for Ltd. Time •  5 Sec. Ad (skip) CONTENT •  Long-term Fan/ Brand Engagement •  15 sec. ad (pre-roll) •  Organic Adoption •  30/60 sec. (“spot”) •  Months to Saturation Point
  28. 28. Traditional (Marketing) vs. Content (Marketing) TRADITIONAL TRADITIONAL Very Expensive Very Expensive •  Especially if campaign(s) are not successful •  Especially if campaign(s) are not successful. CONTENT CONTENT •  Easily customize/tailor for multiple distribution •  channelscustomize/ Easily •  Long shelf-life, tailor for multiple repurposeable distribution channels. •  Long shelf-life, repurposeable
  29. 29. Traditional (Marketing) vs. Content (Marketing) TRADITIONAL Difficult to Gauge Level of Success •  Billboards •  Most traditional advertising CONTENT •  Analytics •  Trackability •  Clicks, Views, Shares
  30. 30. “If we are not willing to take risks and make mistakes, then we are never going to figure out what tomorrow looks like.” -Bob Bowman, CEO MLBAM (Major League Baseball Advanced Media); From Elberse, “BLOCKBUSTERS”
  31. 31. What do you want to achieve? What are you trying to accomplish?
  32. 32. People are not buying bullshit anymore. You have to add value to their lives.
  33. 33. Define the Experience you want people to have and align that experience with everything you do.
  34. 34. It Takes Resources and Commitment! Time, Money, Man-Hours, Patience, Dedication.
  35. 35. “We are in the current era of The Connected Consumer.” -Author and New Media Analyst Brian Solis
  36. 36. Create authentic, shareable, experiences that connect with fans & consumers.
  37. 37. Commit to building long-term fan engagement through strategic content creation.
  38. 38. Do the research & ask all the right questions.
  39. 39. Build relevant content you can own and repurpose forever.
  40. 40. Customize and tailor all content for multiple distribution channels.
  41. 41. “Businesses that place people and what they feel, think, do, and share as a priority in not just product design but overall marketing and business strategy will out-perform those who don’t.” -Brian Solis
  42. 42. NOTES AND SOURCING This presentation draws from multiple sources from across the digital media, entertainment, and business verticals. Below is a list of sources used in creating this presentation. •  •  •  •  •  •  Anita Elberse, Blockbusters, Henry Holt and Co., 2013 Kelley and Kelley, Creative Confidence, Crown Publishing, 2013 Solis, What’s the Future of Business, John Wiley and Sons, 2013 Godin, Tribes, Penguin Group, 2008 Lefsetz, The Lefsetz Letter, www.lefsetz.com Carter, Outbrain Blog, “3 Tips for Branded Content in the Social Realm,” http://www.outbrain.com/blog/2013
  43. 43. Contact Dave Rubin via Twitter: @RabbiWhere

×