1. connecting with the modern consumer 15. pre-media: 1900 – 1950 scale: one to one reach: direct...
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1. Connecting with the Modern Consumer
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Pre-Media: 1900–1950
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Mass Media: 1950–2003
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New Media: 2003–present
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The Crowded Marketing Space
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In 1971, the average
American encountered
560 daily advertising messages.
By 1991, that number
had increased to over 3,000 per day.
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Analyzing Our Marketing Inconsistencies
As Consumers, We:• Rely on DVRs to skip
commercials• Subscribe to services
w/commercial-free music• Maintain private telephone
numbers and place ourselves on Do-Not-Call list
• Throw out junk mail• Use spam filters and delete
unread e-mails• Implement pop-up blockers
As Salespeople, We:
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• Buy ad time on radio and TV• Teach new salespeople to
prospect by cold calling• Send out “Just Listed” and
“Just Sold” cards• Buy e-mail lists and send out
newsletters• Buy online ads
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Direct Mail Response Averages
• 3.40 percent for a house list • 1.28 percent for a prospect list
*according to the Direct Marketing Association for direct mail campaigns that used letter-sized envelopes
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97 people
interrupted
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To Reach
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The Challenge ofGetting Found
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The Challenge of Getting Found
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•Efforts to make website organically place or rank higher can be described as search engine optimization or SEO.
•Paying to have your website placed is search engine marketing or SEM.
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The Challenge of Getting Found
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Interruptive Marketing Funnel
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Awareness
Consideration
Preference
Purchase
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Permission Based Marketing
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Influence
Intimacy
Involvement
Interaction
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“markets are conversationstalk is cheap
silence is fatal”
the
cluetrain manifesto
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The Long TailBody
Pop
ula
rity
Products
Head
The New Marketplace
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Practitioner Spotlight: Allan Domb, CRS
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Case Study: Jeff Brown
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Case Study: Jeff Brown
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