The document discusses the evolution of marketing from traditional interruptive methods to modern inbound strategies driven by technology and buyer behavior. It emphasizes the importance of content marketing, social media, and search marketing for businesses to attract and convert leads effectively. The marketing landscape requires companies to adapt by creating engaging, valuable content to connect with consumers who seek solutions online.

1. The Marketing Evolution
Don’t get left behind!
04/06/2013
The Marketing Evolution
1

2. The Marketing Evolution
Traditional
Marketing
Techniques
Direct Mail
Events
Tradeshows
TV Ads
Print Ads

3. The Marketing Evolution
Traditional
Marketing is
Interruptive
*@!**%

4. The Marketing Evolution
People don’t
like to be
interrupted

5. The Marketing Evolution
Tools
have been
developed
to help

6. The Marketing Evolution
Technology has
changed buyer
behaviour

7. The Marketing Evolution
Driving marketing
to evolve

8. The Marketing Evolution
Catalogues Print Ads Tv + Radio Ads Telesales Static Websites Inbound Marketing
Mobile Marketing
Video Marketing
Word of Mouth
Marketing
Content Marketing

9. A Change in mindset
» The buyer is in control
» They won’t interact
until THEY are ready
» Marketing has moved
further into the
traditional sales role
• You need to get found
• You need to get chosen
• You need to ensure
visitors come back
The Marketing Evolution

10. The Marketing Evolution
What’s to be done?

11. The Marketing Evolution
Digital Marketing
Content
Marketing
Inbound
Marketing
Social
Media
Email
Marketing
Search
Marketing

12. The Marketing Evolution
So if you want to get found online, get chosen & get more business
Search Marketing Content Marketing Social Media Marketing
SEO
• Content
• Structure
• Off page factors
• - Linkbuilding
• - Google Places
(for Business)
PPC
• AdWords
• PLAs
• Display
• Remarketing
• Social media
Content
planning & creation
• Blogging
• eBooks
• Articles
• Case studies
• Video
• Web pages
• Calls To Action
• Customer profiling
• Personas
• Tone of voice
• The buying cycle
• Editorial calendar
• Lead management
• Key Performance Indicators
• Google Analytics
Content
distribution & engagement
• Facebook
• Twitter
• LinkedIn
• YouTube
• Google+
• eMail
• Analytics

13. The Marketing Evolution
So if you want to get found online, get chosen & get more business
Search Marketing Content Marketing Social Media Marketing
All wrapped up in one big strategy

14. Match problem to solution
• Searcher
– I have a problem and I’m
looking for a solution via the
internet and social networks
• Researching
• Comparing
• Validating
• Discussing
• Solution provider
– I have a solution to your
problem which I want to share
with you via
• Internet
• Email
• Social Networks
• Face-to-Face
The Marketing Evolution

15. The Marketing Evolution
How?

16. The Marketing Evolution
Inbound marketing
Is marketing based on content. It uses the
power of the internet and social media to
help businesses get found online and
increase conversions

17. The Marketing Evolution
Searchers have a
problem to solve and like
most of us they turn to
the search engines.
You as a company have
solutions to offer.
The content you have
published on your
website and elsewhere
online acts as a magnet,
attracting people
searching for solutions to
their search query.
21
3 4
And voila, the searcher
gets matched up with the
solutions you offer.

18. Why is content so important?
The Marketing Evolution
Social
Media
Search
Lead Generation
Content

19. The Marketing Evolution
Content – The answer to all my problems?

20. The Marketing Evolution
Only
5
to
25%
of
total
leads
are
sales
ready
25%
of
total
leads
are
unqualified
50%
of
total
leads
need
further
development

21. The Sales Funnel
AIDA Model of
communication
Stages of
buying cycle
Unaware
Aware
Engaged
Purchase
Loyalty
Evangelism
Desire (conviction)
Attention
Interest
Action

22. The Marketing Evolution

23. The Marketing Evolution

24. ‘Nurture’ the
early leads
The Marketing Evolution
Score for
readiness
Give ready
leads to sales
Evaluate/review
as necessary
Capture
Data

25. The Marketing Evolution
7 stage process for
business growth

26. 7 stage process for business growth
The Marketing Evolution
Search Marketing Content Marketing Social Media Marketing

27. The Marketing Evolution
Content generates
leads from social
media networks,
AdWords and email
4
Create great web
content
1
Add downloadable
content to web2
Promote content via
social media, SM ads,
AdWords and email
3

28. Any questions?
The Marketing Evolution
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