2. AGENDA.
1. Consumer Behavior Has Changed
2. How We Market Our Products/Services
Needs to Change
3. Proposed Transformation Plan
2
3. 1. Consumer Behavior Has Changed
2. How We Market Our Products/Services
Needs to Change
3. Proposed Transformation Plan
3
4. “
…the Internet has turned what
used to be a controlled, one-way
message into
a real-time dialogue
with millions.
DANIELLE SACKS
THE FUTURE OF ADVERTISING
FAST COMPANY, NOVEMBER 17, 2010
4
9. Indian Internet users spend
3x more minutes on blogs
& social networks
than on email.
= 1 MINUTE
SOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES
GAMES
9 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
10. 70%
of
arch users t paid.
the links se ga nic —no
click on are or
10
11. Most
Indians have registered on the National Do Not Call Regsitry
“Do Not Call” list.
11
13. 57%
of businesses have
acquired a customer
through their
company blog.
13
14. 67%of B2C companies
and 41% of B2B companies
have acquired a customer
through Facebook.
14
15. 42
of
a co
cu m %
st o pa
m nie
er s
t h ha
r o ve
ug a
h cq
Tw ui
itte red
r.
15
16. Inbound marketing costs 62% less
per lead than traditional, outbound marketing.
AVG COST/LEAD: $373
AVG COST/LEAD: $143
OUTBOUND INBOUND
16
17. 1. Consumer Behavior Has Changed
2. How We Market Our
Products/Services Needs to
Change
3. Proposed Transformation Plan
17
18. “
Audiences everywhere are tough.
They don’t have time to be bored
or brow beaten by orthodox,
old-fashioned advertising.
We need to stop interrupting
what people are interested in &
be what people
are interested
in.”
CRAIG DAVIS
CHIEF CREATIVE OFFICER, WORLDWIDE
J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
18
28. • “Interruption”-based
This • Avg response rate: 1-5%
should
be our
new
marketing
mix.
• “Permission”-based
• Avg response rate 20-50%
28
29. 1 Make
stuff
people
want.
START CREATING/PUBLISHING CONTENT
THAT IS HELPFUL & VALUABLE TO OUR
CUSTOMERS:
• FAQS
• HOW-TO’S
• EBOOKS
• VIDEOS
• BLOG!
29
30. • THE MORE WE GIVE,
THE MORE
WE’LL GET
• INCREASE #
2 Be
generous.
OF PAGES
& INBOUND LINKS
• BUILD TRUST,
CREDIBILITY,
& GOOD WILL
30
31. • GET ON PAGE 1!
3
Rock our
keywords.
• DOUBLE TRAFFIC
• CUT SPENDING IN HALF
31
32. 4 Give
great
directions.
• CREATE RELEVANT LANDING PAGES
• CLEAR CALLS TO ACTION
• COMPELLING OFFERS
32
33. 5 Invest
wisely.
“IF IT DON’T MAKE DOLLARS,
IT DON’T MAKE SENSE.”
33
34. 6 MONTH GOALS:
• To generate qualified leads to drive student
enrolment.
• To target individual states with different messages.
• To effectively measure performance To improve the
website’s functionality and performance.
• Better brand visibility / Brand Creation
34
http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx Image http://www.flickr.com/photos/pimboula/ By PIMboula
http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx Image http://www.flickr.com/photos/mezdeathhead/ By Mez Love
Image: http://www.flickr.com/photos/st3f4n/ By Stéfan http://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Releases_August_2010_U.S._Search_Engine_Rankings comScore Explicit Core Search Share Report* August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations Source: comScore qSearch
Image http://www.flickr.com/photos/nicholasjon/10039285/sizes/o/ By nicholasjon http://totalaccess.emarketer.com/Chart.aspx?R=105978&dsNav=Ro:8,N:1064 Chart Title: Time Spent per Day on the Internet According to US Consumers, Oct 2010 (% of respondents) Publication Date: January 12, 2011 Topics: Internet Usage Geographies: North America> United States Sources: The Media Audit
http://totalaccess.emarketer.com/Chart.aspx?R=105504&dsNav=Ro:9,N:1064 Chart Title: Top 5 Online Activities of US Internet Users, Ranked by Minutes Spent and Share of Time Spent Online, Nov 2010 (billions and % of total) Publication Date: January 11, 2011 Topics: Internet Usage Media Consumption Social Network Users Geographies: North America> United States Sources: The Nielsen Company
RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts) Feb 06, 2007 http://www.marketingsherpa.com/content/?q=node/2568
Image http://www.flickr.com/photos/tylerdurden/ By tylerdurden1 http://www.wired.com/epicenter/2010/07/do-not-call-list-tops-200-million-some-scammers-still-ignore-it/ http://www.ftc.gov/opa/2010/07/dnc.shtm
http://www.flickr.com/photos/profete/4940673783/sizes/l/ By B.Romain Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Image http://www.flickr.com/photos/ngmmemuda/4166182931/sizes/l/ By Juliana Coutinho
http://www.flickr.com/photos/mait/3582113151/sizes/l/ By Mait Jüriado
Image http://www.flickr.com/photos/netzkobold/ http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/ RJMetrics January 26, 2010
OUTBOUND: direct mail, telemarketing and trade shows INBOUND: blogging, content publishing, search engine optimization, social media
http://www.flickr.com/photos/jliba/4389220460/sizes/l/ By Josh Liba
http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-bonafidemarketinggenius/ By Brandon Christopher Warren
Dshah: The KeywordGrader.com points to a non-public (have to login) page. Might want to consider pointing folks to WebsiteGrader or a blog article about keywords. http://www.flickr.com/photos/feiticeira_org/4602643846/sizes/o/ by feiticeira_org
Image: http://www.flickr.com/photos/st3f4n/ By Stéfan
Image: http://www.flickr.com/photos/st3f4n/ By Stéfan