Recent presentation given to a group of marketers about the 2016 marketing outlook. Emphasis of the presentation involved content marketing, brand development, and public relations.

1. { {7 Commonly Missed Digital Marketing
Opportunities
October 6, 2015

2. © 2015 Findsome & Winmore
7 Commonly
Missed Digital
Marketing
Opportunities

3. © 2015 Findsome & Winmore
How to Take Advantage of
them in 2016
7 Commonly Missed
Digital Marketing
Opportunities

4. FOUND www.FoundTheBook.com
๏ CEO & Principal,
Findsome & Winmore
๏ 20 years of digital marketing
experience
๏ Has worked with several hundred
brands
๏ Specialist in search marketing, social
media, Web design and content
marketing
MATTHEW W. CERTO

10. © 2015 Findsome & Winmore
Thesis
There are 7 simple things most
marketers can do to enhance the
marketing function and FIND
and WIN more customers in the
process.

11. © 2015 Findsome & Winmore
Develop and
document your
brand.
#1

18. © 2015 Findsome & Winmore
Refine your
Website.
#2

25. © 2015 Findsome & Winmore
Define Your
Audience.
#3

26. “The aim of MARKETING is to know and
UNDERSTAND THE CUSTOMER so well the
product or service fits him and sells itself”
- Peter Drucker

27. FOUND
๏ Age
๏ Gender
๏ Marital Status
๏ Education
๏ Family Size
๏ Income Level
๏ Occupation
๏ Geography
UNDERSTANDING DEMOGRAPHICS
www.FoundTheBook.com

28. FOUND
๏ What does a typical day look like for our customers?
๏ What keeps them up at night?
๏ How much disposable income do they have and how do they spend?
๏ What types of technology devices do they use and like?
๏ What does a vacation look like to them?
๏ What generational issues do they face?
๏ How do they respond to certain messages and ads?
๏ What political issues are relevant to them?
OVERLAYING A MOTIVATIONAL LENS
www.FoundTheBook.com

29. THE CLOUD OF CUSTOMER CONCERN
What Your
Customers Care
About
New
Experiences
FulfillmentRelaxation
Safety &
Security
Family
Well-Being
Learning
New Things
Entertainment
HappinessBeing
Prepared
Getting
Ahead
Connecting
with Others
Health &
Fitness
Saving
Time or Money
Solving
Problems
Wealth &
Prosperity
Meeting
Basic Needs
Family Convenience

30. FOUND
DEVELOPING AUDIENCE PERSONAS
Audience Profiles - XYZ Health & Fitness
Name Demographic Snapshot Motivational Overview Online Communities
Herb
64-year-old male, high net worth,
drives a Mercedes
Concerned about
cholesterol, high blood
pressure, and wants to avoid
diabetes
Facebook, LinkedIn,
Nike+
Nancy
29-year-old female, shares an
apartment with a roommate,
commutes on the subway, very
little disposable income
Wants to get in great shape
for her wedding and maintain
her new weight when she gets
there
Facebook,
Instagram, Twitter
Timmy
16-year-old male, student, lives at
home, holds a part-time job
Wants to make his varsity
football team, add bulk, and
look good with his shirt off
Instagram, Tumblr
www.FoundTheBook.com

31. © 2015 Findsome & Winmore
Develop and
Implement a
Content Strategy.
#4

32. The creation and distribution of
content that informs and
influences a particular audience,
but does not advertise or sell.
WHAT IS CONTENT MARKETING?

33. 1920

34. FOUND
๏ Blog posts
๏ Diagrams
๏ YouTube Videos
๏ Webinars
๏ White Papers
๏ Animations
๏ Podcasts
๏ Slide Presentations
CONTENT MARKETING EXAMPLES
www.FoundTheBook.com

35. FOUND
“we do not produce
content to SELL
products, but
AROUND the
products.”
—Dustee Jenkins
VP PR, Target
CONTENT MARKETING EXAMPLES
www.FoundTheBook.com

36. © 2015 Findsome & Winmore

37. © 2015 Findsome & Winmore
Establish a Social
Cadence.
#5

40. © 2015 Findsome & Winmore
Engage
audiences that
have audiences.
#6

47. © 2015 Findsome & Winmore
Leverage and
re-purpose.
#7

54. {Tha nk You }
© 2014 Findsome & Winmore