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The New Rules of Marketing

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The new rules of marketing & how you can use them to your advantage.

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The New Rules of Marketing

  1. 1. @PamDidner The New Rules of Marketing & How You Can Use Them to Your Advantage @Pam Didner Author of Global Content Marketing
  2. 2. @PamDidner The Marketing World Is Changing Fast
  3. 3. @PamDidner Endless marketing channels
  4. 4. @PamDidner If the rate of change on the outside exceeds the rate of change on the inside, the end is near.
  5. 5. @PamDidner It’s time to do something different about marketing
  6. 6. @PamDidner
  7. 7. @PamDidner
  8. 8. @PamDidner Source: Innovation Flow, Shankar
  9. 9. @PamDidner Rule 1: Consumers are spoiled
  10. 10. @PamDidner Spoil them and us Rotten
  11. 11. @PamDidner For all industries
  12. 12. @PamDidner Fast
  13. 13. @PamDidner Great. Free.
  14. 14. @PamDidner Easy.
  15. 15. @PamDidner What are you doing to spoil your customers?
  16. 16. @PamDidner Really Understand their needs and reduce frictions
  17. 17. @PamDidner Spoil them with a purpose
  18. 18. @PamDidner Free and unique content A la carte pricing model Expand adjacent skills Grow their businesses
  19. 19. @PamDidner It’s about them
  20. 20. @PamDidner Rule 2: They’re not that into you
  21. 21. @PamDidner Want Need
  22. 22. @PamDidner Once your needs and wants are met, you go on with your life.
  23. 23. @PamDidner Make it quick & easy
  24. 24. @PamDidner Evernote learning • Iconography and color is paramount • The shorter an interaction, the better • Context is king • Expect to rapidly iterate • Some capabilities are better left for other form factors
  25. 25. @PamDidner What are you doing to facilitate your customers’ needs?
  26. 26. @PamDidner Easy to find info. Help them connect Talk to them Partner Marketing
  27. 27. @PamDidner Spoil them by being helpful
  28. 28. @PamDidner They still are just not that into YOU
  29. 29. @PamDidner Rule 3: Good design is good business
  30. 30. @PamDidner Marketing has been about communication, promotion and sales enablement
  31. 31. @PamDidner Envision how best to display your products/content on mobile app and website
  32. 32. @PamDidner Typing vs. Touching
  33. 33. @PamDidner Design becomes a central element of marketing
  34. 34. @PamDidner Who owns design?
  35. 35. @PamDidner It’s not about colors, logos…
  36. 36. @PamDidner Design = the overall experience you create on-line and off-line
  37. 37. @PamDidner Quality of Content Display of Content Copy Writing User Interface/Design layout
  38. 38. @PamDidner
  39. 39. @PamDidner Rule 4: Data and Analytics are your BFF
  40. 40. @PamDidner In the near future, everything will be connected
  41. 41. @PamDidner An abundance of data is generated
  42. 42. @PamDidner If your data is connected and integrated…
  43. 43. @PamDidner • Optimize customer experience • Personalization • Predictive analytics Source: http://hadapt.com/use-cases/threat-detection-and-analysis/
  44. 44. @PamDidner Southwest Airlines (Before) Experience Optimization
  45. 45. @PamDidner Southwest Airlines (Now)
  46. 46. @PamDidner Personalization 1.0 Customized e-mail Customized website access Customized content for lead nurturing
  47. 47. @PamDidner Personalization 2.0 Makes us more efficient Device-based Timing-based Location-based
  48. 48. @PamDidner Predictive Analytics
  49. 49. @PamDidner Is your data integrated?
  50. 50. @PamDidner Use insights to optimize and refine design and customer experiences
  51. 51. @PamDidner Rule 5: Tell a Story
  52. 52. @PamDidner We all love well-told and well-written stories…
  53. 53. @PamDidner If narratives go static, stories die. Because life is never static…
  54. 54. @PamDidner Does the way you approach your customers become static ?
  55. 55. @PamDidner Stories have characters. Your products and services are not characters
  56. 56. @PamDidner Present: seek customers’ needs Past: History Future: what will you do for them?
  57. 57. @PamDidner In summary…
  58. 58. @PamDidner • They are spoiled • They are not that into you • Good design is good business • Data and analytics is your BFF • Tell a story
  59. 59. @PamDidner IT’s time to do something different!
  60. 60. @PamDidner We can’t do it all…
  61. 61. @PamDidner Prioritize you must
  62. 62. @PamDidner

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