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Marketing 3.0: Push and pull marketing is not enough!<br />Riaz Kanani<br />International Marketing Director<br />@riazkan...
Message Overload<br />
Consumers are Tuning Out<br />
Trusted sources of information<br />Source: Edelman Trust Barometer 2010 UK <br />
Social Media Explosion<br />
Marketers must<br />think differently<br />
Customer service has moved from a cost centre<br /> to perhaps your most strategic initiative<br />
    Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is b...
Push & Pull Marketing<br />Are no longer enough.<br />
Sideways<br /> Marketing<br />
3Ps of Sideways Marketing<br />
People<br />
Customers<br />Prospects<br />Consumers<br />Employees<br />Partners<br />Traditional Press<br />Fans<br />
In a Sideways world<br />customers and fans are the centre of your marketing department<br />
Social Tribes<br />Social tribes are:<br />Small<br />Passionate<br />Tribe members are:<br />Nomadic<br />May be part of ...
Place<br />
The 3 Planes of “Place”<br />
Your website is not<br />the centre of your universe<br />Pre-Copernicus (1543)<br />
Go Where They Are<br />
Today - 400 million<br />12 months ago – 175 million<br />
Today - 24 million<br />24 months ago – 10 million<br />
Where Do Your Customers / Prospects Live?<br />Monitor: <br />Web analytics/traffic sources<br />Social networks<br />Spec...
Devices<br />
Mobile Data<br /><ul><li>160% global growth in mobile data in past year
UK Mobile Internet in December 2009:
16m people
6.7bn pages
4.8bn minutes (Facebook = 2bn minutes)</li></li></ul><li>Location<br />Work<br />Home<br />In Transit<br />Venue<br />
Publish<br />
not dead, but…<br />
Content that educates and<br />solves problems is <br />the new rule.<br />
B2B Content<br />
B2C Content<br />
Content that is Engaging is…<br />
“Dough” + Valentine = Shareworthy<br />
Building a Sideways approach<br />
Measurement<br />
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Marketing 3 0 Push And Pull Marketing Is No Longer Enough

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An introduction to Sideways Marketing

Presented at Technology for Marketing (TFM&A) 2010

Published in: Business
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Marketing 3 0 Push And Pull Marketing Is No Longer Enough

  1. 1. Marketing 3.0: Push and pull marketing is not enough!<br />Riaz Kanani<br />International Marketing Director<br />@riazkanani @silverpop<br />
  2. 2.
  3. 3. Message Overload<br />
  4. 4. Consumers are Tuning Out<br />
  5. 5. Trusted sources of information<br />Source: Edelman Trust Barometer 2010 UK <br />
  6. 6. Social Media Explosion<br />
  7. 7. Marketers must<br />think differently<br />
  8. 8. Customer service has moved from a cost centre<br /> to perhaps your most strategic initiative<br />
  9. 9. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another choice. <br /> Operations delivers.<br /> Any gap between the two drives a conversationon the social Web. <br />Dave Evans bit.ly/nublack via Andrew Grill (@andrewgrill)<br />
  10. 10. Push & Pull Marketing<br />Are no longer enough.<br />
  11. 11. Sideways<br /> Marketing<br />
  12. 12. 3Ps of Sideways Marketing<br />
  13. 13. People<br />
  14. 14. Customers<br />Prospects<br />Consumers<br />Employees<br />Partners<br />Traditional Press<br />Fans<br />
  15. 15. In a Sideways world<br />customers and fans are the centre of your marketing department<br />
  16. 16. Social Tribes<br />Social tribes are:<br />Small<br />Passionate<br />Tribe members are:<br />Nomadic<br />May be part of several tribes<br />
  17. 17. Place<br />
  18. 18. The 3 Planes of “Place”<br />
  19. 19. Your website is not<br />the centre of your universe<br />Pre-Copernicus (1543)<br />
  20. 20. Go Where They Are<br />
  21. 21. Today - 400 million<br />12 months ago – 175 million<br />
  22. 22. Today - 24 million<br />24 months ago – 10 million<br />
  23. 23. Where Do Your Customers / Prospects Live?<br />Monitor: <br />Web analytics/traffic sources<br />Social networks<br />Specialised communities<br />Comments/Reviews<br />Competitor activity<br />Survey customers<br />
  24. 24. Devices<br />
  25. 25. Mobile Data<br /><ul><li>160% global growth in mobile data in past year
  26. 26. UK Mobile Internet in December 2009:
  27. 27. 16m people
  28. 28. 6.7bn pages
  29. 29. 4.8bn minutes (Facebook = 2bn minutes)</li></li></ul><li>Location<br />Work<br />Home<br />In Transit<br />Venue<br />
  30. 30. Publish<br />
  31. 31. not dead, but…<br />
  32. 32. Content that educates and<br />solves problems is <br />the new rule.<br />
  33. 33. B2B Content<br />
  34. 34. B2C Content<br />
  35. 35. Content that is Engaging is…<br />
  36. 36. “Dough” + Valentine = Shareworthy<br />
  37. 37. Building a Sideways approach<br />
  38. 38.
  39. 39. Measurement<br />
  40. 40. Measurement<br />Follower counts<br />Contributor counts<br />Shares/Likes<br />Follower : Contributor<br />Time Spent<br />Sentiment analysis<br />Cost per member<br />Cost per contributor<br />
  41. 41. "Consumers only spend about 5 percent of their time online searching and the other 95 percent of the time at the destination. Social media is quickly accounting for a large percentage of that 95 percent.”<br />David Berkowitz, director of emerging media and client strategy for the digital marketing firm 360i<br />
  42. 42. Thank you!<br />Riaz Kanani<br />rkanani@silverpop.com<br />@riazkanani<br />www.silverpop.com<br />@silverpop<br />

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