Spreading the Content Marketing Virus
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This document discusses the overload of advertising that people now face and how consumer behavior is shifting. It notes that buyers now do 60-80% of their research online before contacting vendors. As a result, marketing must shift from being sales-focused to being user-focused by creating helpful content. The role of marketing is to listen to buyers, build relevant content for them, and share it widely rather than relying on interruptive ads. Both marketing and other departments must work together to engage where buyers are online through relevant answers to their questions.
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Spreading the Content Marketing Virus
- 1. SPREADING THE CONTENT MARKETING VIRUS Tom De Baere @tomdebaere
- 2. ADVERTISEMENT OVERLOAD 200 million ‚Don’t Call‛ 86% skip TV Ads 44% unopened paper mail 99,9% banners not clicked 90% emails not opened @tomdebaere
- 3. People are becoming blind for on-line advertising
- 4. CONTENT OVERLOAD Every 60 seconds… • 168 Million Emails • 25+ hours Youtube • 700.000 search queries • 1.500 blog posts • 13.000+ iPhone Apps downloaded @tomdebaere
- 5. Michael Brenner, Senior Director of Global Integrated Marketing at SAP. “BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”.
- 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 Older Source : Buyersphere 2012 @tomdebaere
- 7. THIS IS ABOUT A SHIFT OF POWER Site centric User centric Image Transparency Sales person Buyer @tomdebaere
- 8. MARKETING CHALLENGES Advertising overload interruption marketing Channel overload expanding number of channel choices Changing Buyer Behavior social and web @tomdebaere
- 9. Changing role of marketing and sales @tomdebaere
- 10. The long list Marketing Sales Longlist Shortlist Sale ! @tomdebaere
- 11. THE LONGLIST That longlist is less and less influenced by marketing and sales. @tomdebaere
- 14. How do we reach people in networks beyond our reach ? @tomdebaere
- 15. What should organizations do ? Be where your buyers are Listen – React – Inspire - Participate @tomdebaere
- 16. What should MARKETING do ? Create a process to listen & answer, company wide Plan & Build content with our buyers in mind Set content free & promote heavily Help the organisation - social media policy @tomdebaere
- 17. This is not Customers and partners about >>> TRUST & INTEREST <<< marketing alone Marketing Sales Production & Logistics Customer Service, … Answer questions & business issues (with products and content) @tomdebaere
- 18. REACTING TO THIS CHANGE • Learn ‘digital’, ‘social’, ‘process’ • Start with ‘Early adopters’ & key users • Workshops for training, process and organisation @tomdebaere
- 19. WRAP UP
- 20. CONTACT ME @tomdebaere http://www.linkedin.com/in/tomdebaere https://plus.google.com/u/0/103734974935662967784/
Hinweis der Redaktion
- Consumers are bombarded with 2,000- 5,000 marketing messages per dayMore than 200 Million Americans have joined the U.S. “Do Not Call” list 86% of people skip television ads 44% of direct mail is never opened 99.9% of banner ads do not receive clicks 90% of emails are never opened and 99.5% don’t produce even a single click.
- these networks where people talk ? How do we listen to their needs ? How do we influence them ? How do we participate to those discussions, happening online and offline ?
- Be where your buyers are Claim our identity as an organisation, and as a personPromote your contentBe honest, authentic and trustedReact & participateAnswer questionsTake issues offlineDetect buying signalsInspire them
- The listening and answering process is implemented company wide, and is not a ‘marketing only’ activity. Marketing can be the driving force and manage the process, but input and answers from multiple departments are needed.
- Great answers lead to even greater trustGreat content leads to interest from peoplePeople share their talent and knowledge with others, leading to extra motivation of employeesCreating content for our customers forces us to study, analyze, question and test our products and servicesYou become a better communicatorYou better understand our customersYou contribute directly to creating better products
- We talked about the changing buyer behavior and that we need to be where our buyers our, and provide them valuable content, and set it free, so it can be shared and propagated to networks beyond our reach.We talked about the road to get there, the model to implement and the change that is needed.But we’ll need you to embrace this change, and create a culture of education, internally and externally.But we can’t do this alone. We want you toShare your talent and expertise visiblyDirectly contribute to better products and servicesBecome better communicatorsAnd for this we need you.Thank you.