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IT’S TIME TO,[object Object],TRANSFORM,[object Object],YOUR MARKETING.,[object Object]
AGENDA.,[object Object],Consumer Behavior Has Changed,[object Object],How We Market Our Products/Services Needs to Change,[object Object],Proposed Transformation Plan,[object Object],2,[object Object]
Consumer Behavior Has Changed,[object Object],How We Market Our Products/Services Needs to Change,[object Object],Proposed Transformation Plan,[object Object],Transform from Outbound to Inbound.,[object Object],3,[object Object]
…the Internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions. ,[object Object],4,[object Object],“,[object Object],DANIELLE SACKS,[object Object],THE FUTURE OF ADVERTISING,[object Object],FAST COMPANY, NOVEMBER 17, 2010,[object Object]
5,[object Object],of adult Americans use the Internet.,[object Object],79% ,[object Object],5,[object Object]
6,[object Object],78% ,[object Object],of Internet users conduct product research online.,[object Object]
7,[object Object],searches are conducted every month on Google.,[object Object],10.3 Billion,[object Object],SOURCE: COMSCORE, AUGUST 2010,[object Object]
8,[object Object],1/3,[object Object],of US consumers spend three or more hours ,[object Object],online every day.,[object Object],SOURCE: THE MEDIA AUDIT, OCTOBER 2010,[object Object]
9,[object Object],US Internet users spend ,[object Object],3x more ,[object Object],minutes on blogs & social networks than on email.,[object Object],= 1 MINUTE,[object Object],SOCIAL NETWORKS/BLOGS,[object Object],ONLINE ,[object Object],GAMES,[object Object],EMAIL,[object Object],PORTALS,[object Object],VIDEOS/MOVIES,[object Object],SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010,[object Object]
10,[object Object],70% of the links search users click on are organic—not paid.,[object Object],SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007,[object Object]
11,[object Object],200 Million,[object Object],Americans have registered on the Federal Trade Commission’s “Do Not Call” list.,[object Object],SOURCE: FTC, JULY 2010,[object Object]
Companies that blog get ,[object Object],website visitors.,[object Object],12,[object Object],55% more ,[object Object],SOURCE: HUBSPOT, 2010,[object Object]
13,[object Object],57% ,[object Object],of businesses have acquired a customer through their company blog.,[object Object],SOURCE: HUBSPOT, 2011,[object Object]
67%of B2C companies and 41% of B2B companies,[object Object],have acquired a customer through Facebook.,[object Object],SOURCE: HUBSPOT, 2011,[object Object],14,[object Object]
42%of companies have acquired ,[object Object],a customer through Twitter.,[object Object],SOURCE: HUBSPOT, 2011,[object Object],15,[object Object]
16,[object Object],Inbound marketing costs 62% less per lead than traditional, outbound marketing.,[object Object],AVG COST/LEAD: $373,[object Object],AVG COST/LEAD: $143,[object Object],OUTBOUND,[object Object],INBOUND,[object Object],SOURCE: HUBSPOT, 2011,[object Object]
Consumer Behavior Has Changed,[object Object],How We Market Our Products/Services Needs to Change,[object Object],Proposed Transformation Plan,[object Object],17,[object Object]
18,[object Object],“,[object Object],Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. ,[object Object],We need to stop interrupting what people are interested in &be what people are interested in.” ,[object Object],CRAIG DAVIS,[object Object],CHIEF CREATIVE OFFICER, WORLDWIDE,[object Object],J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY),[object Object]
YOUR COMPANY IN SEARCH ENGINES.,[object Object],IF YOU’RE NOT ON THE FIRST PAGE FOR ANY OF YOUR SEARCH TERMS (KEYWORDS), YOU NEED TO ADJUST YOUR MARKETING.,[object Object],Source: www.WebsiteGrader.com and HubSpot Internet Marketing,[object Object],19,[object Object]
YOUR COMPANY IN THE BLOGOSPHERE.,[object Object],How many blogs about your business or keywords?,[object Object],Trying searching for them on Google.,[object Object],Are any of these blogs from your company?  If not, you need to adjust your blogging strategy.,[object Object],Technorati (a blog search engine) gets 4.5 million visitors per month,[object Object],DID YOU FIND YOUR BLOG WHEN YOU PERFORMED A SEARCH?If not, you need be blogging and/or better optimizing your blog for search engines.,[object Object],Source: Technorati and HubSpot Internet Marketing,[object Object],20,[object Object]
YOUR COMPANY ON SOCIAL MEDIA.,[object Object],How Many Stories are on Digg about your keywords/business?,[object Object],Digg is a top 100 website; over 20 million people visit/month ,[object Object],How many questions are on LinkedIn about your keywords/business?,[object Object],LinkedIn gets 1.5 millions visitors/month; average user is 39yo & earns $139K/year. ,[object Object],DID YOU FIND YOUR STORIES, BUSINESS, OR KEYWORDS ON DIGG OR LINKED?: Search on Digg, Delicious, LinkedIn or other social media relevant to your company for your keywords.  Did you find anything?  Were any of the results from your company?  If not, you need to be more active in social media and bookmarking sites as well as optimizing your content because you aren’t getting found online by your customers.,[object Object],Source: HubSpot Internet Marketing, Digg, LinkedIn, Compete.com,[object Object],21,[object Object]
YOUR COMPANY VS. THE COMPETITION.,[object Object],HOW DID YOU SCORE?: Use www.WebsiteGrader.com to view your website grade.  Check your Alexa rank and Google page rank?  Have you been doing this continuously to improve getting found online?  You should be.  How did you score?  Do you need to adjust your marketing?,[object Object],Source: www.WebsiteGrader.com and HubSpot Internet Marketing,[object Object],22,[object Object]
The bad news:We’re way behind.,[object Object],The good news:We can transform& WIN!!!,[object Object],23,[object Object]
Consumer Behavior Has Changed,[object Object],How We Market Our Products/Services Needs to Change,[object Object],Proposed Transformation Plan,[object Object],24,[object Object]
25,[object Object],Today’s approach:,[object Object],“GET IN THEIR FACE” when they’re not looking.,[object Object],Tomorrow’s approach: “GET FOUND” when they are looking.,[object Object]
26,[object Object],Google is our new business card.,[object Object]
27,[object Object],This should be ournew marketing mix.,[object Object],[object Object]
 Avg response rate: 1-5%
“Permission”-based
Avg response rate 20-50%,[object Object]
 HOW-TO’S
 EBOOKS
 VIDEOS
 BLOG!,[object Object]
 INCREASE # OF PAGES & INBOUND LINKS

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Transform Your Marketing

Hinweis der Redaktion

  1. http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspxImage http://www.flickr.com/photos/pimboula/By PIMboula
  2. http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspxImage http://www.flickr.com/photos/mezdeathhead/By Mez Love
  3. Image: http://www.flickr.com/photos/st3f4n/By Stéfanhttp://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Releases_August_2010_U.S._Search_Engine_RankingscomScore Explicit Core Search Share Report*August 2010 vs. July 2010 Total U.S. – Home/Work/University LocationsSource: comScore qSearch
  4. Image http://www.flickr.com/photos/nicholasjon/10039285/sizes/o/By nicholasjonhttp://totalaccess.emarketer.com/Chart.aspx?R=105978&dsNav=Ro:8,N:1064Chart Title: Time Spent per Day on the Internet According to US Consumers, Oct 2010 (% of respondents) Publication Date: January 12, 2011Topics:Internet UsageGeographies: North America> United StatesSources: The Media Audit
  5. http://totalaccess.emarketer.com/Chart.aspx?R=105504&dsNav=Ro:9,N:1064Chart 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, 2011Topics:Internet UsageMedia ConsumptionSocial Network UsersGeographies: North America> United StatesSources: The Nielsen Company
  6. RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts) Feb 06, 2007http://www.marketingsherpa.com/content/?q=node/2568
  7. Image http://www.flickr.com/photos/tylerdurden/By tylerdurden1http://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
  8. http://www.flickr.com/photos/profete/4940673783/sizes/l/By B.RomainSource: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  9. Image http://www.flickr.com/photos/ngmmemuda/4166182931/sizes/l/By Juliana Coutinho
  10. http://www.flickr.com/photos/mait/3582113151/sizes/l/By Mait Jüriado
  11. 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
  12. OUTBOUND: direct mail, telemarketing and trade showsINBOUND: blogging, content publishing, search engine optimization, social media
  13. http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC-E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease
  14. http://www.flickr.com/photos/eflon/3261104775/sizes/l/ by eflon
  15. http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC-E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease
  16. http://www.flickr.com/photos/jliba/4389220460/sizes/l/By Josh Liba
  17. http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-bonafidemarketinggenius/By Brandon Christopher Warren
  18. 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
  19. Image: http://www.flickr.com/photos/st3f4n/By Stéfan
  20. Image: http://www.flickr.com/photos/st3f4n/By Stéfan