The NEWMarketing

Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1

Old Marketing (pre-web)

Buy advertisingand convince the

media to writeabout you

PUSH Strategy1 Way Conversation

Numbers Game

INTERRUPTION

Deepest Pockets Win

Consumers are interrupted with marketing messages focused on

selling them something

New Marketing

(post web)

Become a publisher by creating and

sharing great content

PULL Strategy2 Way Conversation

Engagement

COMMUNITYBest Content Wins

Consumers are presented with great content that

helps solve their problems

Dynamics of New Marketing are based on…

Web SearchSocial Networks

The argument for great content

The first place most people turn

to solve a problem is the search

engine community

Direct Mail?

TV?

Print Ads?

tradeshows?

The argument for great content

Social networks feast on great

content People love to share cool,

unique and helpful stuff with their friends – the best of

which goes “viral”

What the heck is GREAT content?

Published works or tools that help solve your target

audience’s problems

www.YourWebsite.com

It’s not about YOU…It’s about THEM

content that provides solutions

AND THAT’S EASY TO FIND

Email

delivering anticipated, personal and relevant messages to

people who actually want to get them

Seth Godin

Permission Based Email Marketing

eBooksThe digital media equivalent of a

conventional printed bookWikipedia

WHITE-PAPERSauthoritative reports or guides that often

addresses problems and how to solve themWikipedia

Online Videobecoming the medium of choice to drive

both brand awareness and salesnetboosterasia.com

BlendtecWill it Blend?

Online Toolssoftware applications that provide website users with useful information or help solve a problem

eNewslettersrelevant, themed content sent out regularly

by email to a permission based subscriber list

Blogsfrom the term weblog, is a type of website with regular entries of commentary, descriptions of events, or other material such as graphics or

video, usually on a particular subject Wikipedia

Press Releases

• Send them all the time

• Buyer Appeal

• Keyword-rich copy

• Links in releases

• SEO

• Drive people into your sales process

THE NEW RULES OF PRESS RELEASES

David Meerman Scott

eLearninglearning that is delivered via electronic media

such as email, webinar, online video or podcast

So you have all this GREAT content…

NOW WHAT?

Create a Marketing Friendly

Website

• 79% of users scan the page instead of reading word-for-word

• Only 16% of users read every word

• Reading from computer screens is 25% slower than from paper

• Web content should have 50% of the word count of its paper equivalent

Web Facts

The “Marketing Friendly” Website

Descriptive headings Short paragraphs

Bullet pointsBold text

Concise Copy – cut 50% Simple Language

SEND OUTPress Releases

How does online PR distribution work?

Remember this press release?

Press Release Tools

Start a Permission Based Email Marketing Campaign

EMBRACESocial Media

The New Target Market

Old marketing is based on mass targeting spend ad dollars and use mass media

to push your message out to as many people as possible

New marketing is based on niche targeting create content and use search

engines/social media to engage interested people in your product or service

New Marketing is just the start of the conversation…

Thank You

The NEWMarketing

Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1