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SPREADING THECONTENTMARKETINGVIRUSTom De Baere@tomdebaere
ADVERTISEMENTOVERLOAD200 million ‚Don’tCall‛86% skip TV Ads44% unopened papermail99,9% banners notclicked90% emails not op...
People arebecoming blind foron-line advertising
CONTENTOVERLOADEvery 60 seconds…•   168 Million Emails•   25+ hours Youtube•   700.000 search    queries•   1.500 blog pos...
Michael Brenner,Senior Director of Global Integrated Marketing at SAP.“BUYERS WAIT UNTIL THEYHAVE COMPLETED 60-80%OF THEIR...
The Millenial Effect            Use of social media for information or advice, by                                  age 60 ...
THIS IS ABOUT ASHIFT OFPOWER                  Site centric  User centric                  Image  Transparency           ...
MARKETINGCHALLENGES             Advertising overload             interruption marketing             Channel overload      ...
Changingrole ofmarketingand sales            @tomdebaere
The long listMarketingSalesLonglistShortlistSale !                @tomdebaere
THE LONGLIST               That longlist is less and less               influenced by marketing and               sales.  ...
How do we reach people in networks beyond our reach ?                                                  @tomdebaere
What shouldorganizationsdo ?Be where yourbuyers areListen – React– Inspire -Participate                 @tomdebaere
What shouldMARKETING do ?Create a process tolisten & answer,company widePlan & Build contentwith our buyers inmindSet cont...
This is not               Customers and partnersabout             >>> TRUST & INTEREST <<<marketingalone         Marketing...
REACTING TOTHIS CHANGE              • Learn ‘digital’, ‘social’, ‘process’              • Start with ‘Early adopters’ & ke...
WRAP UP
CONTACT ME  @tomdebaere  http://www.linkedin.com/in/tomdebaere  https://plus.google.com/u/0/103734974935662967784/
Spreading the Content Marketing Virus
Spreading the Content Marketing Virus
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Spreading the Content Marketing Virus

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Buyers have become blind for advertisements, on and offline.

They have access to an enormous amount of content and communication channels.

They are active on social media networks, and are turning to these networks for advice and information.

How do your react as an organization to these changes

Published in: Business
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Spreading the Content Marketing Virus

  1. 1. SPREADING THECONTENTMARKETINGVIRUSTom De Baere@tomdebaere
  2. 2. ADVERTISEMENTOVERLOAD200 million ‚Don’tCall‛86% skip TV Ads44% unopened papermail99,9% banners notclicked90% emails not opened @tomdebaere
  3. 3. People arebecoming blind foron-line advertising
  4. 4. CONTENTOVERLOADEvery 60 seconds…• 168 Million Emails• 25+ hours Youtube• 700.000 search queries• 1.500 blog posts• 13.000+ iPhone Apps downloaded @tomdebaere
  5. 5. Michael Brenner,Senior Director of Global Integrated Marketing at SAP.“BUYERS WAIT UNTIL THEYHAVE COMPLETED 60-80%OF THEIR RESEARCHBEFORE REACHING OUT TOVENDORS”.
  6. 6. The Millenial Effect Use of social media for information or advice, by age 60 50 40 30 Use in % 20 10 0 up to 30 31-40 41-50 51-60 OlderSource : Buyersphere 2012 @tomdebaere
  7. 7. THIS IS ABOUT ASHIFT OFPOWER Site centric  User centric Image  Transparency Sales person  Buyer @tomdebaere
  8. 8. MARKETINGCHALLENGES Advertising overload interruption marketing Channel overload expanding number of channel choices Changing Buyer Behavior social and web @tomdebaere
  9. 9. Changingrole ofmarketingand sales @tomdebaere
  10. 10. The long listMarketingSalesLonglistShortlistSale ! @tomdebaere
  11. 11. THE LONGLIST That longlist is less and less influenced by marketing and sales. @tomdebaere
  12. 12. How do we reach people in networks beyond our reach ? @tomdebaere
  13. 13. What shouldorganizationsdo ?Be where yourbuyers areListen – React– Inspire -Participate @tomdebaere
  14. 14. What shouldMARKETING do ?Create a process tolisten & answer,company widePlan & Build contentwith our buyers inmindSet content free &promote heavilyHelp the organisation- social media policy @tomdebaere
  15. 15. This is not Customers and partnersabout >>> TRUST & INTEREST <<<marketingalone Marketing Sales Production & Logistics Customer Service, … Answer questions & business issues (with products and content) @tomdebaere
  16. 16. REACTING TOTHIS CHANGE • Learn ‘digital’, ‘social’, ‘process’ • Start with ‘Early adopters’ & key users • Workshops for training, process and organisation @tomdebaere
  17. 17. WRAP UP
  18. 18. CONTACT ME @tomdebaere http://www.linkedin.com/in/tomdebaere https://plus.google.com/u/0/103734974935662967784/

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