This document discusses marketing trends in the 21st century. It notes that monthly web traffic and data usage have grown exponentially since 2005. The objective of marketing is to align brands with large market segments where advantages exist. While more customer data is available, analyzing it poses challenges. Product life cycles are shorter as differentiation becomes harder. The role of marketing has shifted from 30% to 70% of revenue generation as customers now require over 10 impressions before converting. Analytics are important to continuously refine marketing based on testing and key performance indicators. Both structured and unstructured data sources should be used to understand customer journeys.

1. By The Numbers
Marketing in the 21st Century
David Kohls
KohlsConsulting@gmail.com

2. Monthly web traffic
25000
20000
15000
Petabytes
Internet
Mobile
10000
5000
0
2005 2007 2009 2011

5. Business Insider

11. The Objective of Marketing
• Marketing aligns your brand with the
largest market segments in which you have
an advantage and targets promotions
– Brand – a promise of value (that your core
competence can fulfill)
– Market segment – personae with a need where
you can deliver a product or service
– Advantage – your differentiation so you don’t
compete on price alone

12. The good news
• Moore’s law
• Your potential customers can self-educate
24/7 from anywhere
• You can learn more about customers than
ever before through Business Intelligence
• Social can lower your support costs and
enhance virality

13. The bad news
• Moore’s Law
• Your potential customers can self-educate 24/7
from anywhere
• Data accumulates much faster than it can be
analyzed … for now
• Business Intelligence has only 4% penetration
• Social means that messaging about your brand can
easily get out of control

14. The really bad news
• Moore’s law and free trade = nowhere to
hide
• Product life cycles get shorter
• Differentiation gets harder
• Linearity is disappearing
– Traditional market forecasting is in trouble
• The bear is coming

15. Analytics at its best
• Imprecise indicators of trends
• Indicators of actions to take
• Use A/B testing for continuous refinement
– Tweak and retweak
– Pay attention to timing
• Report using the language of stakeholders
• Track ROI of analytics to justify efforts

16. Marketing Then and Now
• Revenue generation: • Revenue generation:
Marketing 30% Marketing 70%
Sales 70% Sales 30%
• 3 to 5 ad impressions • More than 10
impressions per
per conversion conversion
• You control the • You try to track the
messaging messaging
• A persona is an idea • A persona is a
segment that you can
target

17. The Google Perspective
• Return on Analytics is the improvement in
marketing revenue due to analytics
• Zero moment of Truth – prospects need
over 10 exposures before they first convert
and buy a product – you need to track and
measure to know how to build sales.
– ‘Micro-conversions’ – exposures before the
‘macro-conversion’

18. Data Sources
• Structured data • Unstructured Data
– E-mail responses – Blogs
– Web logs – Tweets
– Forms – Articles
– Client records – Social likes/comments
– Affiliate records – Rating sites
– Mobile Applications – Video
– Response forms – Images
– Tracking cookies

19. Typical Web Analytics
• Make sure all of your pages are tracking
• Model your funnel
• Define your goals
• Identify your Key Performance Indicators
• Identify historic baselines for KPIs
• Use a dashboard to monitor actuals vs
baselines

20. Market Evolution Examples
• Marketing automation
– RocketFuel – Use artificial intelligence to
tweak your marketing programs for you in real
time
• BI Services – adding in the unstructured
data
– Infinigraph – rate your campaigns and brands
based on sentiment on Twitter, Facebook etc.

24. By the Numbers
An unconference presentation
3/30/2013
David Kohls
KohlsConsulting@gmail.com