Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The New Marketing


Published on

Marketing strategy presentation based on developing great content and embracing social media.

Published in: Business, Technology
  • Congratulations on your slideshow very interesting ! Great work... beautifully presented ! ! Thank you for sharing. I allowed myself to add it to 'YOU TUBE, SLIDECAST & VIDEO' Slideshare group . Feel free to join us. Thank you in advance for your participation and sharing your 'favorites'. .. With friendship from France. Bernard
    Are you sure you want to  Yes  No
    Your message goes here
  • @ Fernando - I understand that advertising is only one component of marketing - I believe the rest of the presentation reflects that. My aim in referencing traditional advertising at the beginning of the slide deck is to illustrate the difference between 'old vs new' marketing - advertising is just one example of 'interruption' marketing.
    Are you sure you want to  Yes  No
    Your message goes here
  • You are confusing marketing... you talk a bout advertising
    Are you sure you want to  Yes  No
    Your message goes here

The New Marketing

  1. The NEW Marketing Mark Smiciklas, MBA // //
  2. <ul><li>Old Marketing (pre-web) </li></ul>
  3. Buy advertising and convince the media to write about you
  4. <ul><li>PUSH Strategy </li></ul><ul><li>1 Way Conversation </li></ul><ul><li>Numbers Game </li></ul><ul><li>INTERRUPTION </li></ul><ul><li>Deepest Pockets Win </li></ul>
  5. Consumers are interrupted with marketing messages focused on selling them something
  6. New Marketing (post web)
  7. Become a publisher by creating and sharing great content
  8. <ul><li>PULL Strategy </li></ul><ul><li>2 Way Conversation </li></ul><ul><li>Engagement </li></ul><ul><li>COMMUNITY </li></ul><ul><li>Best Content Wins </li></ul>
  9. Consumers are presented with great content that helps solve their problems
  10. <ul><li>Dynamics of New Marketing are based on… </li></ul><ul><li>Web Search </li></ul><ul><li>Social Networks </li></ul>
  11. The argument for great content The first place most people turn to solve a problem is the search engine community
  12. Direct Mail? TV? Print Ads? tradeshows ?
  14. The argument for great content Social networks feast on great content People love to share cool, unique and helpful stuff with their friends – the best of which goes “viral”
  17. <ul><li>What the heck is GREAT content ? </li></ul>
  18. <ul><li>Published works </li></ul><ul><li>or tools that help </li></ul><ul><li>solve your target audience’s problems </li></ul>
  19. <ul><li>www. YourWebsite .com </li></ul>
  20. It’s not about YOU…It’s about THEM content that provides solutions AND THAT’S EASY TO FIND
  22. <ul><li>Email </li></ul>
  23. <ul><li>delivering anticipated, personal and relevant messages to people who actually want to get them </li></ul><ul><li>Seth Godin </li></ul>Permission Based Email Marketing
  25. <ul><li>eBooks </li></ul><ul><li>The digital media equivalent of a </li></ul><ul><li>conventional printed book </li></ul><ul><li>Wikipedia </li></ul>
  27. <ul><li>WHITE-PAPERS </li></ul><ul><li>authoritative reports or guides that often addresses problems and how to solve them </li></ul><ul><li>Wikipedia </li></ul>
  30. <ul><li>Online Video </li></ul><ul><li>becoming the medium of choice to drive </li></ul><ul><li>both brand awareness and sales </li></ul><ul><li> </li></ul>
  31. <ul><li>Blendtec </li></ul><ul><li>Will it Blend? </li></ul>
  32. <ul><li>Online Tools </li></ul><ul><li>software applications that provide website users </li></ul><ul><li>with useful information or help solve a problem </li></ul>
  35. <ul><li>eNewsletters </li></ul><ul><li>relevant, themed content sent out regularly </li></ul><ul><li>by email to a permission based subscriber list </li></ul>
  38. <ul><li>Blogs </li></ul><ul><li>from the term weblog, is a type of website with </li></ul><ul><li>regular entries of commentary, descriptions of </li></ul><ul><li>events, or other material such as graphics or </li></ul><ul><li>video, usually on a particular subject </li></ul><ul><li>Wikipedia </li></ul>
  42. <ul><li>Press Releases </li></ul>
  43. <ul><li>Send them all the time </li></ul><ul><li>Buyer Appeal </li></ul><ul><li>Keyword-rich copy </li></ul><ul><li>Links in releases </li></ul><ul><li>SEO </li></ul><ul><li>Drive people into your sales process </li></ul>THE NEW RULES OF PRESS RELEASES David Meerman Scott
  46. <ul><li>eLearning </li></ul><ul><li>learning that is delivered via electronic media </li></ul><ul><li>such as email, webinar, online video or podcast </li></ul>
  49. <ul><li>So you have all this GREAT content… </li></ul><ul><li>NOW WHAT? </li></ul>
  50. <ul><li>Create a </li></ul><ul><li>Marketing Friendly </li></ul><ul><li>Website </li></ul>
  51. <ul><li>79% of users scan the page instead of reading word-for-word </li></ul><ul><li>Only 16% of users read every word </li></ul><ul><li>Reading from computer screens is 25% slower than from paper </li></ul><ul><li>Web content should have 50% of the word count of its paper equivalent </li></ul>Web Facts
  52. <ul><li>The “Marketing Friendly” Website </li></ul><ul><li>Descriptive headings </li></ul><ul><li>Short paragraphs </li></ul><ul><li>Bullet points </li></ul><ul><li>Bold text </li></ul><ul><li>Concise Copy – cut 50% </li></ul><ul><li>Simple Language </li></ul>
  53. <ul><li>SEND OUT </li></ul><ul><li>Press Releases </li></ul>
  54. <ul><li>How does online </li></ul><ul><li>PR distribution work? </li></ul>
  55. Remember this press release?
  57. <ul><li>Press Release Tools </li></ul>
  61. <ul><li>Start a Permission Based Email Marketing Campaign </li></ul>
  63. <ul><li>EMBRACE </li></ul><ul><li>Social Media </li></ul>
  67. <ul><li>The New Target Market </li></ul><ul><li>Old marketing is based on mass targeting spend ad dollars and use mass media to push your message out to as many people as possible </li></ul><ul><li>New marketing is based on niche targeting create content and use search engines/social media to engage interested people in your product or service </li></ul>
  69. <ul><li>New Marketing </li></ul><ul><li>is just the start of the conversation… </li></ul>
  71. <ul><li>Thank You </li></ul>
  72. The NEW Marketing Mark Smiciklas, MBA // //