SIS 2010 - Marketing in the Moment - Rob Garner - iCrossing


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"Marketing in the Moment" as presented by Rob Garner, Senior Strategy Director, iCrossing at the Search Insider Summit (SIS) 2010 in Captiva Island, Florida on Friday, April 16, 2010.

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SIS 2010 - Marketing in the Moment - Rob Garner - iCrossing

  1. 1. Marketing in the Moment Rob Garner Sr. Strategy Director, iCrossing
  2. 2. Consider this: Much of what we do “right now” shapes who and what we are for the long-term
  3. 3. The web is evolving into a real-time, networked, and synaptic environment
  4. 4. And yet many marketers and brands are still resigned to a passive, rather than active and agile approach to marketing
  5. 5. The current state of this evolution is not so much about “social networks”… …as it is about hitting a tipping point with a society that is networked
  6. 6. And that people aren't just “searching”… …they are searching and finding something right now
  7. 7. Published content is disseminated instantaneously In this medium, the fundamental principles of search and network marketing apply
  8. 8. Networks/Social Traditional Externally & socially (Earned & paid media) owned network presence Search Proprietary web site(s) or apps
  9. 9. Being “in the moment” is the new nature of marketing
  10. 10. A few simple truths about the new nature of MARKETING IN THE MOMENT AND CONNECTEDNESS 10
  11. 11. A brand’s identity must embody the spirit of its audience
  12. 12. Brands are now publishers “Publishing” is words, thoughts, status, images, feeds, video, applications, conversation, and more
  13. 13. As a brand, you are what is published about you That means both, “what you say about yourself,” and “what other people say about you.”
  14. 14. Market research will also help you know your audience better
  15. 15. It is a brand’s obligation to listen and act on the data that is provided and available
  16. 16. Brands must engage with their audience and networks
  17. 17. Your organization and audience are your primary networks
  18. 18. It takes a lot of preparation and strategic vision to act in this marketing environment And quite possibly even a core change in marketing philosophy and practice
  19. 19. Being “in the moment” is now a critical aspect of this marketing medium, and can be judged on what you are doing “right now”
  20. 20. THANK YOU Search Insider Summit, Captiva Island April 2010 Rob Garner Sr. Strategy Director SEMPO Board of Directors 214.676.2089 @robgarner Media Post Search Insider Blog