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Modern Marketing Challenges
The document discusses modern marketing challenges and how to overcome them. It outlines six key differences between old school and new school marketing: finding customers vs being found, demographic targeting vs behavioral targeting, mass marketing vs targeted communication, point-in-time campaigns vs continuous relationships, limited isolated channels vs multiple integrated channels, and creative/intuitive decisions vs data-driven decisions. It emphasizes the importance of knowing the market, ensuring message alignment, integrating channels, and measuring outcomes. The overall message is that a strategic, holistic, and data-driven approach is needed to succeed with modern marketing.
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Modern Marketing Challenges
- 1. Modern Marketing Challenges Andhow to overcome them www.bangthedrum.biz
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- 3. …because markets havechanged 70% of buying decisions are self-directed www.bangthedrum.biz
- 4. 50%of all purchasing decisionsinfluenced by 3rd parties www.bangthedrum.biz …because markets have changed
- 5. We see 2900 marketingmessages daily www.bangthedrum.biz …because markets have changed
- 6. Six key differences OLDSCHOOL Find customers Demographic targeting Mass marketing Point-in-time campaigns Limited isolated channels Creative/intuitive decisions www.bangthedrum.biz
- 7. OLD SCHOOL Find customers Demographictargeting Mass marketing Point-in-time campaigns Limited isolated channels Creative/intuitive decisions NEW SCHOOL www.bangthedrum.biz Six key differences
- 8. OLD SCHOOL Find customers Demographictargeting Mass marketing Point-in-time campaigns Limited isolated channels Creative/intuitive decisions NEW SCHOOL Be found www.bangthedrum.biz Six key differences
- 9. OLD SCHOOL Find customers Demographictargeting Mass marketing Point-in-time campaigns Limited isolated channels Creative/intuitive decisions NEW SCHOOL Be found Behavioural targeting www.bangthedrum.biz Six key differences
- 10. OLD SCHOOL Find customers Demographictargeting Mass marketing Point-in-time campaigns Limited isolated channels Creative/intuitive decisions NEW SCHOOL Be found Behavioural targeting Targeted communication www.bangthedrum.biz Six key differences
- 11. OLD SCHOOL Find customers Demographictargeting Mass marketing Point-in-time campaigns Limited isolated channels Creative/intuitive decisions NEW SCHOOL Be found Behavioural targeting Targeted communication Continuous relationships www.bangthedrum.biz Six key differences
- 12. OLD SCHOOL Find customers Demographictargeting Mass marketing Point-in-time campaigns Limited isolated channels Creative/intuitive decisions NEW SCHOOL Be found Behavioural targeting Targeted communication Continuous relationships Multiple integrated channels www.bangthedrum.biz Six key differences
- 13. OLD SCHOOL Find customers Demographictargeting Mass marketing Point-in-time campaigns Limited isolated channels Creative/intuitive decisions NEW SCHOOL Be found Behavioural targeting Targeted communication Continuous relationships Multiple integrated channels Data-driven decisions www.bangthedrum.biz Six key differences
- 14. Is anyone looking? KNOWTHE MARKET Is anyone listening? DOES THE MESSAGE MATCH THE MARKET? www.bangthedrum.biz Making it work
- 15. Does the mudstick? ENSURE THE MESSAGES FIT BRAND AWARENESS MATTERS Will they remember? www.bangthedrum.biz Making it work
- 16. Does the leftwork with the right? MAKE CHANNELS WORK TOGETHER What’s the verdict ? MEASURE AND RESPOND www.bangthedrum.biz Making it work
- 17. It’s all (still)about strategy Strategic approach Outcome focused Holistic offerings Success driven Broad experience Agile Connected Team approach www.bangthedrum.biz
- 18. Holistic view Strategy andPlanning Marketing Design Analysis and Reporting Communications Video Services Web Services Events www.bangthedrum.biz
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- 21. Goals and planswithout strategy… www.bangthedrum.biz
- 22. Goals + Plans+ Strategy www.bangthedrum.biz