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Emerging Marketing Trends Summary

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Emerging Marketing Trends Julian Mills, Prescient Digital Media
Who is this guy? • Work with clients to plan, deliver & measure successful intranet and Internet sites • Experience with a number of organizations 2
Who is this guy? “Too many printers have failed to communicate the following important information about our business:… transferring data from a raw state onto a piece of paper is a knowledge-driven, high-tech process.”
Session Take-aways 1. Know what you are authentically good at doing 2. Perception = permission 3. Understand and use social media 4. Integrate your activities 5. Act on the good ideas 4 Converging Marketing Trends 22.09.10
Perception?
Change your unit of business* • From pure product to product-service mix • Money being wasted on printed materials that were displayed badly or not at all. • Stopped selling individual print jobs. • Began to print promotional material and manage installation of materials onsite. *Harvard Business Review, March, 2005
Customer value/permission • Madden focused on a few companies willing to pay for the enhanced service. Harvard Business Review, March, 2005
Business results • “Madden’s revenues grew from $10 million in 1990 to $133 million in 2004, in an industry thought by many to be hopelessly mature.” Harvard Business Review, March, 2005
Core competencies
Permission • Conventional printing companies couldn’t respond • Lacked capacity to connect with customers at a senior level. Harvard Business Review, March, 2005
Solutions have no inherent value • “Solutions only derive value from the problems they solve and/or the results they produce. Understanding this guides everything else we do with clients.” Mahan Khalsa, Let’s Get Real
Web 2.0 (thanks to Shel Holtz)‫‏‬ Conversation-enabled publishing platforms • Blogs, podcasts, Technorati Social networks • Facebook, LinkedIn, MySpace Social bookmarking • Delic.io.us, Digg, StumbleUpon Democratized content networks • Wikipedia, Yahoo! Groups, MyStarbucksIdea Presence networks (micro-blogging)‫‏‬ • Twitter, YouAre Content sharing sites • YouTube, Flickr, ePinions.com Virtual networking platforms • Second Life, There.com
Social media’s impact 75% of Americans use social technology (Forrester) 66% of the global intranet population visits social networks (Nielsen) 1,382% monthly growth rate of Twitter users from Jan. to Feb. 2009 5 billion minutes spent on Facebook every day Strictly Confidential © 2010 Prescient Digital Media Not For Distribution
Traffic Growth 14 Converging Marketing Trends 22.09.10
Who is using social media? Strictly Confidential © 2010 Prescient Digital Media Not For Distribution
Social Media in Action 16 Converging Marketing Trends 22.09.10
Social Media in Action 17 Converging Marketing Trends 22.09.10
Social Media in Action 18 Converging Marketing Trends 22.09.10
Social Media in Action © 2009 Prescient
Integrate your activities Awareness/Lead Needs Analysis Maintain Relationship • Newsletter • Blog • Website • Webinars • Website (validation) • Webinar • Events • Newsletter • Blog • Blog • Website (downloads) • LinkedIn • Blog • Facebook • LinkedIn • Twitter • YouTube • SlideShare • Public Relations
Integrated Marketing • Print • Database-driven • Individually targeted • Online • Social Media 21 Converging Marketing Trends 22.09.10
Key messages • Understand and use social media yourself!
Session Take-aways 1. Know what you are authentically good at doing • Bring your team together and ask them 2. Perception = permission • Ask the most senior contact at your 10 largest customers how they perceive you and what problems you solve 3. Understand and use social media 4. Integrate your activities 5. Act on the good ideas • Assign an individual and a deadline for getting them done 23 Converging Marketing Trends 22.09.10
Julian Mills, Prescient Digital Media jmills@prescientdigital.com www.PrescientDigital.com http://getstrategic.blogware.com www.Twitter.com/millsj007 Strictly Confidential © 2010 Prescient Digital Media Not For Distribution

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Emerging Marketing Trends Summary

  • 1. Emerging Marketing Trends Julian Mills, Prescient Digital Media
  • 2. Who is this guy? • Work with clients to plan, deliver & measure successful intranet and Internet sites • Experience with a number of organizations 2
  • 3. Who is this guy? “Too many printers have failed to communicate the following important information about our business:… transferring data from a raw state onto a piece of paper is a knowledge-driven, high-tech process.”
  • 4. Session Take-aways 1. Know what you are authentically good at doing 2. Perception = permission 3. Understand and use social media 4. Integrate your activities 5. Act on the good ideas 4 Converging Marketing Trends 22.09.10
  • 6. Change your unit of business* • From pure product to product-service mix • Money being wasted on printed materials that were displayed badly or not at all. • Stopped selling individual print jobs. • Began to print promotional material and manage installation of materials onsite. *Harvard Business Review, March, 2005
  • 7. Customer value/permission • Madden focused on a few companies willing to pay for the enhanced service. Harvard Business Review, March, 2005
  • 8. Business results • “Madden’s revenues grew from $10 million in 1990 to $133 million in 2004, in an industry thought by many to be hopelessly mature.” Harvard Business Review, March, 2005
  • 10. Permission • Conventional printing companies couldn’t respond • Lacked capacity to connect with customers at a senior level. Harvard Business Review, March, 2005
  • 11. Solutions have no inherent value • “Solutions only derive value from the problems they solve and/or the results they produce. Understanding this guides everything else we do with clients.” Mahan Khalsa, Let’s Get Real
  • 12. Web 2.0 (thanks to Shel Holtz)‫‏‬ Conversation-enabled publishing platforms • Blogs, podcasts, Technorati Social networks • Facebook, LinkedIn, MySpace Social bookmarking • Delic.io.us, Digg, StumbleUpon Democratized content networks • Wikipedia, Yahoo! Groups, MyStarbucksIdea Presence networks (micro-blogging)‫‏‬ • Twitter, YouAre Content sharing sites • YouTube, Flickr, ePinions.com Virtual networking platforms • Second Life, There.com
  • 13. Social media’s impact 75% of Americans use social technology (Forrester) 66% of the global intranet population visits social networks (Nielsen) 1,382% monthly growth rate of Twitter users from Jan. to Feb. 2009 5 billion minutes spent on Facebook every day Strictly Confidential © 2010 Prescient Digital Media Not For Distribution
  • 14. Traffic Growth 14 Converging Marketing Trends 22.09.10
  • 15. Who is using social media? Strictly Confidential © 2010 Prescient Digital Media Not For Distribution
  • 16. Social Media in Action 16 Converging Marketing Trends 22.09.10
  • 17. Social Media in Action 17 Converging Marketing Trends 22.09.10
  • 18. Social Media in Action 18 Converging Marketing Trends 22.09.10
  • 19. Social Media in Action © 2009 Prescient
  • 20. Integrate your activities Awareness/Lead Needs Analysis Maintain Relationship • Newsletter • Blog • Website • Webinars • Website (validation) • Webinar • Events • Newsletter • Blog • Blog • Website (downloads) • LinkedIn • Blog • Facebook • LinkedIn • Twitter • YouTube • SlideShare • Public Relations
  • 21. Integrated Marketing • Print • Database-driven • Individually targeted • Online • Social Media 21 Converging Marketing Trends 22.09.10
  • 22. Key messages • Understand and use social media yourself!
  • 23. Session Take-aways 1. Know what you are authentically good at doing • Bring your team together and ask them 2. Perception = permission • Ask the most senior contact at your 10 largest customers how they perceive you and what problems you solve 3. Understand and use social media 4. Integrate your activities 5. Act on the good ideas • Assign an individual and a deadline for getting them done 23 Converging Marketing Trends 22.09.10
  • 24. Julian Mills, Prescient Digital Media jmills@prescientdigital.com www.PrescientDigital.com http://getstrategic.blogware.com www.Twitter.com/millsj007 Strictly Confidential © 2010 Prescient Digital Media Not For Distribution