This document discusses various marketing strategies and how digital technologies have disrupted traditional marketing approaches. It notes how fax machines and early online services like Prodigy evolved communications and disrupted the US Postal Service. It emphasizes finding the right mix of traditional, online, social media, and video marketing tailored to the target audience. The document then outlines strategies for various digital marketing approaches like websites, email, social media platforms, mobile apps, and tools from Google. It argues that technology is reshaping and often disrupting marketing for manufacturers.

2. Evolution - Revolution - Disruption
• Fax machine 1982
• Prodigy (Marketing for Sears) – Late 80’s (1988 in Hartford) only
possible with dial up modem.
• Evolution from 2,400 baud to high speed
• Disruptive USPS
• Holiday Cards vs. Holiday Emails and Video messages

3. Evolution - Revolution - Disruption

4. 3D Printing/Additive Manufacturing

5. Disruptive Marketing

6. Finding the Right Mix
The right mix includes:
Traditional marketing, including direct mail.
Online marketing
Social media marketing
Video
To implement the right mix you must understand:
Who is your audience?
How do you market?
Does your marketing fit your audience?

7. Traditional Marketing
Advertising/Branding – Today everything is integrated
with online marketing where “call to action” can be far
more immediate rather than ONE WAY with strictly
traditional.
Trade publication advertising (branding)
Trade press - publicity, press releases
Mail packs/postcard decks
Printed Literature
Direct snail mail: Catalogs
Premiums – value of premiums, not just giveaways

8. Integrated Marketing
Become an expert in your field - provides many
marketing opportunities
Source for articles
Writing articles
Seminars
Webinars (data collection)
Example - www.combustibledustinfo.com
All helps for SEO – Search Engine Optimization

9. Digital Marketing - Overview
Digital Marketing
Website
Email
Social Media
Mobile Devices/Smart Phones
Apps
QR Codes free marketing tool
Webinars

10. • Branding
• Marketing/Advertising
• Lead Generation
• Ultimately Sales
• SEO
• DATA COLLECTION
Digital Marketing – Why we do it
Source of images: http://www.freeimages.com/

11. Digital Marketing - Website

12. • Can be a very effective marketing tool
• Email – NO free email like @aol.com, @gmail and
@yahoo.com not taken serious by business professionals.
• Email Signature…free marketing tool
• Email Marketing: Constant Contact (+ social media interface)
Digital Marketing - Email
Source of images: http://www.freeimages.com/

13. SPAM
Digital Marketing - Email

14. Digital Marketing - Social Media
It can ALL be disruptive if you are not aware of what
marketing tools your competition is using!

15. Social Media not as powerful without…
…Mobile Devices/Smart Phones
• Importance of smart phone (vs. old fashion cell phones) to
enhance social media.
• How many have smart mobile device? Tablet?
– How many had one five years ago?
• Apps, Apps and more Apps (Advertising)
• QR Codes (link to videos, tech data)
Social Media is Social Interaction…
Source of images: http://www.freeimages.com/

16. Or how disruptive is Social media???
• 61% of US marketers use social media to increase lead
generation
• 67% more leads per month are generated by companies who
blog
• IBM saw an increase of 400% in sales in a social selling pilot
program
• 55% of buyers search for information on social media
• 75% of buyers likely to use social media in the purchase
process
Source: http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/
Social Media – How Social is B2B?

17. • LinkedIn: Contacts, Groups, Recommendations, Networking:
Combustible dust case study
• Twitter: As well as tools: Tweetdeck or Hootsuite – what’s
trending , track competition and industry news.
• Facebook: Still a valuable tool for local business and branding
• Pinterest : Great for telling visual story via images & infographics.
• Picasa Web/Google Images
• YouTube: Comdust, Manifold Video
Social Media – What we use
All are FREE marketing tools disrupting
the traditional marketing methods with
multi-directional communication.

18. Social Media – What we use

19. Initiate, engage, and
nurture relationships
that are important to
your business. With
LinkedIn’s authentic,
accurately targeted
content solutions,
marketers can actively
influence purchase.
Social Media – Linkedin

20. Understanding YOUR own
customer will determine
whether facebook will work
for your B2B business.
Infographic Source: easyeMerge.com
Social Media – facebook

21. Twitter is not only an
information network, but
also a valuable marketing
tool for you business.
Whether you want more
customers, website traffic,
app installs or sales, our
suite of resources will help
you plan for the new year
and build momentum to
achieve your goals. Source:
twitter.com
Social Media – Twitter

22. While popular
with recipes,
children’s
activities, and
much more. Many
manufacturers
have a board
customer base and
this is just one
more tool to reach
the customer…
Social Media – Pinterest

23. Online
marketing
tool…visual
storytelling
for B2B
marketing
Infographics

24. • Google – why focus on Google? Data…
• Google+
• Google Adwords* and display ads and remarketing opportunities
• Google Analytics: website traffic analysis
• Google News Alert: track news on company, competitors or industry topics
• Google Picasa: Images and SEO by tagging images
• Google Local/Maps: Good for local business, restaurants, B2C and B2B.
• YouTube (owned by Google): Viral Social Media Marketing.
• Google Translate
• 14 more Google tools you didn’t know existed
All are FREE marketing tools disrupting the traditional marketing.
*Free other than Adwords
Disruptive Google….

25. The Future
Technology is reshaping and in many cases DISRUPTING
marketing for manufacturers and beyond.

26. Jamison Scott
VP/Corporate Officer
Air Handling Systems
5 Lunar Dr., Woodbridge CT 06525
203.389.9595 x 105
jscott@airhand.com
www.airhand.com
Combustible Dust Info
FACEBOOK LINKEDIN TWITTER
Thank you