Session presented in 1hr by Bryan Landaburu, president of Fuze. Session title is: Modern Marketing, Simplified. Topics covered are fundamentals of modern marketing, trending topics (like real time search, site and search retargeting), Bryan's Bananas & Oranges story, a look at testing, email marketing, and a whole bunch of tools that any business should be looking at.
Modern Marketing, Simplified from Nevada Interactive Media Conference 2010
1. twitter: #nim10 | @fuze
Nevada Interactive Media Summit 2010
Modern Marketing, Simplified.
Modern Marketing Simplified
presented by
Bryan Landaburu (@fuze)
President
Fuze
4. twitter: #nim10 | @fuze
Particulars
• A digitally‐led agency est. 2003
• We develop & execute campaigns
for clients nationwide that include:
– Web, application, system, UI design
– Content Management Systems
– Business process design
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– E‐mail marketing
– Blog strategy
– Social & mixed media campaigns
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– E‐Commerce development
– Search Marketing (SEO/PPC)
– Advanced analytics
d a ced a a yt cs
– Traditional creative services
6. twitter: #nim10 | @fuze
Why did you decide to come to this
conference, and…
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…what did you hope to get out of it?
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How was last year for you?
How was last year for you?
Are you more or less inspired in 2010?
8. twitter: #nim10 | @fuze
We ve learned, a lot.
We’ve learned, a lot.
so has the rest of the world
9. twitter: #nim10 | @fuze
Some of the things we’ve learned…
• Being complacent , rolling with the herd, gets you no‐place
• Doing nothing, also gets you no‐place
• Your reputation and your brand are critical
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• Authenticity and sincerity will always win
• Unless you truly forge a relationship, you are only as good as the memory of
Unless you truly forge a relationship you are only as good as the memory of
your last transaction
• This is a discussion about marketing, your business, and yourself
Thi i di i b k i b i d lf
10. twitter: #nim10 | @fuze
Marketing your business or yourself
should not be a perfunctory process.
h ld b f
–adjective
1. performed merely as a routine duty; hasty and superficial, courtesy
2. lacking interest, care, or enthusiasm; indifferent or apathetic
13. twitter: #nim10 | @fuze
How marketing looks today…
• Control surrendered to reviews
Radio
TV
Content Website
consumers SOCIAL PR
• P
People say scary things
l thi REPUTATION Media
• Can’t control the conversation Comments Print
• Power in the hands of a few
Power in the hands of a few Influencers
Your
Your Outdoor
• Word of mouth leads to Industry
participation Brand Blogs
authenticity Conversation
Search
Marketing
Executive
Analytics
visibility
• BOTTOM LINE: Sales funnels Forums
you need to be everywhere
you need to be everywhere Landing pages
PPC Competitors
Mobile
SEO
14. Radio
reviews TV
Content Website
twitter: #nim10 | @fuze
SOCIAL PR
REPUTATION Media
Comments Print
Influencers
Your
Your Outdoor
Industry
participation Brand Blogs
Search
Conversation
Marketing
Executive
Analytics
visibility
Sales funnels
Sales funnels Forums
Landing
Mobile
pages
PPC Competitors
SEO
24. twitter: #nim10 | @fuze
Trending topics…
Search & Site Retargeting
Search & Site Retargeting
Advertising 301
25. twitter: #nim10 | @fuze
Can you compare
bananas & oranges?
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the lack of science in making assumptions
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26. twitter: #nim10 | @fuze
Oranges vs. Bananas
• Both delicious • Bananas
• Both healthy – Easy to hold
– Easy to open
Easy to open
– Good source of potassium
• If presented in the same
manner…
manner • Oranges
– Pretty
– Which will people like?
– Easy to hold
– Can you say for sure?
– Easy to throw
Easy to throw
– Based on what?
– Good source of Vitamin C
27. twitter: #nim10 | @fuze
“I love oranges, so will everyone else.”
I love oranges, so will everyone else.
‐The Management (HiPPO)
Ex: Highest Paid Persons Opinion
28. twitter: #nim10 | @fuze
“I’m not sure we should make the
assumption that everyone will love
assumption that everyone will love
oranges. Is everyone like you?”
‐ The Minion
29. twitter: #nim10 | @fuze
“I am online all the time. I’m hip. I shop
online, and I’m smarter than you. Hey,
who owns this business? Me or you?
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Sell the oranges.”
‐ The Management
32. twitter: #nim10 | @fuze
The results…
• Bananas were taken 10‐1 over oranges
• People only took oranges when bananas were gone
• People asked if we had more bananas
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• People said that oranges were too hard to open and eat
• We ran the test again (with a new bowl of fruit) and got the same results – this
validated our test
validated our test
• Had we run a test on this sample, we could have probably deducted that we
should have purchased more bananas and less oranges
• Bananas are cheaper than oranges and we can sell more, that means more $
Bananas are cheaper than oranges and we can sell more that means more $
• Sorry HiPPO, but you are wrong
40. twitter: #nim10 | @fuze
MicroSites
Sometimes you need a specific place to tell a story. For advertising,
for niche, to develop more content, SEO…lots of benefits.
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People decide if they like what they
see online in less than 1 second
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Credibility and trustworthiness is determined in 6‐8 seconds
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Research
It’s a vast universe of information out there. Don’t make
uninformed decisions. And remember, your best source of
information may not be in your own industry/niche.