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PEOPLE MARKETING: The New Way to Talk to Customers (University of Oklahoma)

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People Based Marketing is a holistic approach to managing marketing interactions to known individuals with a focus on maximizing customer lifetime value in a hyper-mobile world. With the precision of moving beyond cookies to real people, PBM represents the future of audience addressability, personalized experiences, and brand loyalty over time.

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PEOPLE MARKETING: The New Way to Talk to Customers (University of Oklahoma)

  1. 1. People Marketing: The New Way to Talk to Customers
  2. 2. Who Am I
  3. 3. “I have noticed even people who claim everything is predestinated, and that we can do nothing to change it, look before they cross the road.” Stephen Hawking
  4. 4. Web 1.0 vs. Web 2.0 My goal today is to help you think differently about Marketing, Entrepreneurship…
  5. 5. Web 1.0 vs. Web 2.0People-based marketing (PBM) Is a holistic approach to managing marketing interactions to known individuals with a focus on maximizing customer lifetime value in a hyper-mobile world. With the precision of moving beyond cookies to real people, PBM represents the future of audience addressability, personalized experiences, and brand loyalty over time. (merkleinc.com)
  6. 6. Web 1.0 vs. Web 2.0 Most Marketing & Communication Fails
  7. 7. Web 1.0 vs. Web 2.095% of New Products 98% of Direct Mail Source:Cincinnati research agency AcuPoll
  8. 8. Web 1.0 vs. Web 2.098% of Emails 40% of Ad Campaigns
  9. 9. Web 1.0 vs. Web 2.0 Does most Marketing & Communication Fail?
  10. 10. It´s all about TRUST
  11. 11. Transformation has to be part of the DNA of the company. MARKETING means focusing in the customer, INNOVATION means thinking what is best for them, and TRANSFORMATION is executing the former.
  12. 12. • Get segmented visitors to the website • When they are on the website, , “fall in love with them” and convert to the goal • Make the visitor come back to the website later The website is your digital home
  13. 13. WebChats as a communication & sales tool
  14. 14. Leads/Potential Customers Conversions
  15. 15. Case Study: B2B Startup in Canada
  16. 16. Case Study: B2B Startup in Canada 1º-> Define a very specific buyer persona, based on actual customers, and conversion data in the last 6 months (micro-marketing) 2º-> Focus on this buyer persona, and create a lot of content to teach restaurant owners how can they improve their business results with digital marketing.
  17. 17. Case Study: B2B Startup in Canada https://techcrunch.com/2017/04/04/yelp-acquires-wi-fi-marketing-company-turnstyle- analytics-for-20-million/
  18. 18. Let´s recap 1. Define and know your potential customer 2. Use Micro-marketing based on your buyer persona 3. Create non commercial content 4. Invest in digital ads to show the content to your potential customer 5. Measure everything for optimizing Fail Fast, Fail Cheap

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