*

“This is an essay about what it takes to create and sell something

remarkable. It is a plea for originality, passion, guts and daring.”

Seth Godin

Managing Traditional, Online & Social Media Touchpoints

Topics:

1. What Is Traditional Marketing?

2. What Is Interactive Marketing?

3. New Perspectives in Digital Times

4. Why Should I Care About The Future?

5. Achieving Relevance with Total CRM

"There will always, one can assume, be need for some selling. But the aim of marketing is

to make selling superfluous. The aim of marketing is to know and understand the customer

so well that the product or service fits him (her) and sells itself. All that should be needed

then is to make the product or service available ...". (Peter Drucker)

Key Points:

*The organization’s digital presence should be relevant for users

*Facebook has evolved from a social network to a communication

platform to becoming a social operating system

Key Points:

*Marketing Strategy

* Focuses an organization’s energies & resources on a course of action

* Explains goals & how they will be achieved within a stated

timeframe

* Defines how to successfully engage customers, prospects, &

competitors

“Change isn’t made by asking permission. Change is made by asking forgiveness,

later.” (Seth Godin)

Key Points:

*Outbound marketing builds awareness using tools & techniques

such as telemarketing or television advertising

*Relationship Marketing

*Permission-based Marketing

*Reward-driven Marketing

*

• 60% of surveyed

organizations are increasing

interactive (inbound)

marketing budgets by

moving money from

traditional marketing

techniques

• 89% are increasing

interactive (inbound)

funding

*

• Traditional techniques of

direct mail, newspapers,

and magazines are

receiving the significant

portion of the marketing

budget decrease

*

• The percentage decrease

in these various

traditional marketing

areas that will have

reduced focus and

attention

*

• The channels where

organizations are

investing include email

marketing, social

media monitoring, and

SEO

“Networked markets are beginning to self-organize faster than the companies

that have traditionally served them. Thanks to the web, markets are becoming

better informed, smarter, and more demanding of qualities missing from most

business organizations.”

Key Points:

*78% trust the recommendations of others

*Guerrilla Marketing

*Consumer-driven Marketing

* “A sixteen-year-old YouTuber can deliver

us 3 times the traffic in a couple of days

that some excellent traditional media

coverage has over 5 months

* Juicystar07 and new media, we love you!”

* Michael Fox, CEO, Shoes of Prey, blogging

about how 16 year old Blair Fowler (aka

Juicystar07)’s video promoting their

design-your-own-shoes website became

the #1 most commented on and #5 most

viewed video worldwide on YouTube.

*

*

• Tactics include the use

of social media, mobile

media, blogs, &

grassroots promotions

*

• Forecast for the

distribution of

interactive spending

• $77 billion by 2016

• 26% of all marketing

spending

*

• The allocation of

the search

marketing

components of

search engine

optimization (SEO)

and paid search

*

• The allocation for

display advertising

spending

*

• Categories of search

engine optimization,

social media, & content

generation

• Each category requires

different focus &

tactics

• All three of these

categories must be

focused on

“Give a person a fish and you feed them for a day; teach that person to use the

internet and they won’t bother you for weeks!”

(Unknown)

*

• The

percentage of

users who use

the internet

to buy

products &

services has

risen

from 45% in

2000 to 78%

in 2012

*

• Heavy Facebook

users spend $67

• Heavy Twitter users

spend $61

• Medium Twitter users

spend $75 vs. $61 for

Facebook

• Light Twitter users

outspent Facebook

users $73 to $50

*

• 64% of frequent

social media users

trust blog posts by

people they know

or by posts from

friends in

Facebook

*

• Only 21% trust

independent

blogger’s Twitter

streams

• Only 26% trust

company Twitter

streams

*

• 64% of

frequent

social media

users believe

that it is

important

when the

dialog is

open to both

positive and

negative

comments

“Someone’s sitting in the shade today because someone planted a tree a long

time ago.”

(Warren Buffet)

*

• The average percentage of

organizations using each of

the social for tactical

marketing purposes

*

• Potential

areas of

change in

these

areas will

affect

how

organizations

communicate

& interact

with users

“When brands and agencies stop ‘targeting’ and start attracting, then they will

begin to understand social media.” (Ben McConnell)

*

• Plans include traditional

CRM, e-CRM, & social

CRM activities &

programs

• Social CRM focuses on

listening to the

customers, analyzing the

relevant conversation &

user-generated contents

to come up with insights,

& develop customer

engagement strategy

using these insights

Topics Discussed:

1. What Is Traditional Marketing?

2. What Is Interactive Marketing?

3. New Perspectives in Digital Times

4. Why Should I Care About The Future?

5. Achieving Relevance with Total CRM

*

* Being relevant is important in getting found on

the internet.

* Facebook operates on real data, real people’s

names, real email addresses, real shared

thoughts, tastes, news.

* Marketing strategy is a method of focusing an

organization's energies and resources on a

course of action that can lead to increased

sales and dominance of a targeted market

space.

* Marketing strategy determines the choice of

target market segments, positioning,

marketing mix, and allocation of resources.

* Traditional (outbound) marketing deals with

building awareness of the organization’s

products and services using tools and

techniques such as telemarketing or television

advertising.

* Relationship marketing was defined as a form

of marketing developed from direct response

marketing campaigns which emphasizes

customer retention and satisfaction, rather

than a dominant focus on sales transactions.

* With the growth of the internet and mobile

platforms, relationship marketing has continued

to evolve and move forward as technology opens

more collaborative and social communication

channels.

* Permission marketing is used in e-marketing

where marketers obtain permission and requires

that the prospective customer has either given

explicit or implicit permission for the marketer

to send their promotional message.

* Guerrilla marketing relies on time, energy and

imagination with the objective of creating a

unique, engaging and thought-provoking concept

to generate buzz, and consequently turn viral.

* 90% of individuals who can skip through

television commercials, do. Only 14% of

individuals trust advertisements. However, 78%

of individuals trust the recommendations of

other consumers.

* Dollars will shift from traditional marketing and

advertising channels into social media, email

and mobile marketing.

*

* Consumer-driven marketing relies on

customers helping to market an idea, product,

or service by choosing to share something with

their friends.

* Internet (interactive or inbound) marketing

encompasses the use of social media, online

video, search engine optimization, mobile

marketing, paid placements, email marketing,

and displayed ads.

* Optimize the website around keywords that

are relevant to the organization so that the

chances of getting found by people searching

with those keywords will increasingly resulting

in more and better quality leads for the

organization.

* Internet shoppers in all countries examined

are similar in regard to their desire for

convenience, are more impulsive, have more

favorable attitudes toward direct marketing

and advertising, are wealthier, and are

heavier users of both e-mail and the internet.

* On Facebook, heavy users spend on average $67

online, topping the total internet average of

under $50. Members of social networking sites

spend 1.5x more online than the average

Internet user.

* Focus and spending on traditional (outbound)

marketing is declining.

* Relevance is viewed from the perspective of the

user or potential customer.

* Getting found on the internet involves providing

relevant content.