Social Squared presents 21 ideas that changed marketing forever. These ideas have shaped not only changed the brand marketers's approach, they have transformed our culture too. Please feel free to share.

1. 21 IDEAS
THAT CHANGED

2. THE 21 IDEAS THAT CHANGED
MARKETING is a humble attempt to
capture the numerous transformations
that the discipline of marketing has
undergone over the many years,
particularly the last decade.
While radio & TV were game changers in
their own right, the appearance of the new
media tools like email, search engine
marketing, mobile & social media have
altered the landscape beyond recognition.
While some of these ideas are being
explored by many brands, there are AN IIM ALUMNI VENTURE
others that promise a great deal but Social Squared is a digital
haven’t been fully exploited. media & marketing agency
If you have any suggestions, please feel helping marketers manage
free to write to us at: owned, bought & earned
contact@socialsquared.in. Cheers! media.

3. ANALYTICS Digital marketing has exposed
marketers to the most advanced
marketing analytics.
It makes the analytics that you
get on newspaper reach, TV
audience & radio listeners seem
like intelligent guesswork.
Not only do you know who but
also when, what, how much &
how often – when it comes to
website visitors & online sales.
What you can measure, you can manage.
1

4. BLOGGING A blog is a long term marketing
asset that will generate traffic &
create trust in your business.
Blogs improve searchability by
associating your website with
the keywords that define your
business.
Smart marketers use blogs to
position thought leadership &
consequently earn trust.
If a website is your small office, a blog is like infinite real
estate that allows to place signposts & sales counters (CTA).
2

5. CALL TO ACTION
One click is all it takes to move
from reading a news article to
checking out a video to following
the artist on Twitter.
People jump from one topic to
the another because some
marketer somewhere has created
an effective call-to-action.
One click is all it takes.
The rapid growth of information causes scarcity of attention.
Marketers who thrive & get attention do so by having
3 effective CTA.

6. CUSTOMER When was the last time you
bought something without
REVIEWS reading a great customer
review?
Whether you believe it or not,
your product is getting
bouquets, brickbats, kisses &
curses as you read this.
It’s no longer about how you
market your product, it is more
about meeting expectations.
Customer was always the king. Now, he is also your biggest
brand ambassador.
4

7. EMAIL Email is the default mode for
official communication.
However, email marketing is a
proven tool to reach specific
customers, distribute
information & further your
marketing message.
Transactional, Promotional &
Newsletter emails are the 3
tools in your email marketing
arsenal.
Email marketing is perhaps the cheapest mode of mass
communication available today.
5

8. FLASHMOBS
Sometimes it makes sense to
take the online marketing effort
offline – on the streets, in malls
or even in airplanes.
Flash mobs are those flash &
awe techniques that generate
buzz, get you free publicity &
energize your employees &
customers alike.
The phenomenon, not even a decade old, has already been
employed successfully by major brands like Pepsi & IBM.
6

9. GAMIFICATION
What Foursquare has shown us is that people are happier
when they earn something rather than rather than when it
7 is given to them free.

10. INFOGRAPHICS
What better way to illustrate an infographic than an infographic?
SOURCE: http://www.customermagnetism.com/seoblog/wp-
8 content/uploads/2012/05/infographicstatistics.png

11. LEAD CAPTURE
Websites today need to be ready
to capture leads through landing
pages.
A landing page makes visitors
comfortable, provides relevant
information & in return gets to
know the visitors better.
If your PPC ad takes visitors to
your homepage, you may need
to rethink your plans.
Website strategy needs to be changed to collect leads. That’s
the most important reason for your online presence.
9

12. LINK BUILDING
If your website doesn’t generate
inbound links, you don’t get
traffic routed to you from other
websites.
Building links creates navigation
paths to guide visitors to your
website. So build links from the
social media, from blogs or from
local directories.
Nothing helps search engine optimization more
than inbound links.
10

13. LIVE CHAT
Analytics can provide you the
data on your website’s visitors.
But Live Chat? It helps you
replicate real life sales process
by engaging customers at the
place & time of the sale. Can you
think of a better sales tool?
Live chats reduce shopping cart
abandonment rate for
ecommerce websites.
When your marketing team runs live chat, you are able to
collect data, understand behaviour & modify accordingly.
11

14. MICROBLOGGING
With increasingly shorter
attention spans, microblogging
finds itself very popular.
Twitter & Tumblr have evolved
as first-point-of-contact,
customer service tools.
They help you listen to the voice
of the customer & respond at
lightning speed.
Twitter is a great way to connect with your audience & tell
compelling stories.
12

15. PERSONALIZATION
Personalization makes your
marketing campaign relevant.
Today, websites are introducing
dynamic content in the form of
text & images that are based on
our previous interactions with
them.
This brings visitors one step
closer to conversion.
Most websites are designed to be relevant for a majority
audience but they are largely irrelevant to the individual visitor.
13

16. PAY PER CLICK
You pay only if people click. You
don’t pay even if they see but
don’t click.
Pay-per-click makes internet
advertising the most transparent
form of advertising.
Keywords, ads & landing pages
are the 3 elements of PPC.
With close to 75% of the Google search screen dominated by
advertising, PPC ads help you complement your organic
14 presence.

17. REAL TIME
Internet has converted sales &
marketing into a real time activity.
Now you can react to changes in
the environment (competitor ad)
or news reports, instantaneously.
24X7 response is not only
desirable it also increasingly the
expectation of your customers &
vendors.
Marketing has moved from being reactive to being proactive
at best or reactive but faster at the least.
15

18. RETARGETING
Remember the Hutch ad where
the puppy follows the owner?
Retargeting does precisely that.
When a visitor visits your
website, a cookie is created that
follows the user. When, he lands
on another website that allows
banner ads, your message is
displayed to the user.
Retargeting helps you reach back to users who have shown
an interest in your offering previously.
16

19. SMARTPHONES
With high-speed internet
moving to the mobiles, your
customer is no longer searching
for you just on the desktop &
laptop.
Social networking & search are
the top activities that users
engage in on smartphones.
Today, your marketing plan is
incomplete without mobile.
How your content displays on the small screen & how you
engage users on the mobile will determine if you succeed in
17 the future.

20. SOCIAL Social networks allow two-way
NETWORKS communication.
Today, no marketing plan can be
complete if it doesn’t integrate
Facebook, Twitter, Pinterest & the
like.
Social networks are ideal
platforms for providing customer
service, getting feedback & doing
market research
More than changing communication & conversation, social
networks have changed our culture.
18

21. VIDEO The TV of yesteryears has more
or less been replaced by
YouTube.
Marketers are now running
video ads that are never ever
meant for TV; they’re meant for
exclusive consumption online.
e.g. Shopper’s Stop
500 years of YouTube are being
watched on Facebook everyday!
In 2011, YouTube had over 1 trillion views or 140 videos for
every living person on Earth.
READ ALL YOUTUBE STATS HERE: HTTP://WWW.YOUTUBE.COM/t/press_statistics
19

22. VIRALITY Viral marketing has existed for
centuries as word-of-mouth.
The tools of the digital era
(email, YouTube, links, social
networks & smartphones) have
only made things easier.
The difficult part is to come up
with something that can go viral
– it needs consistent effort,
understanding of the market & a
strong community to help your
cause.
Viral marketing is an idea that spreads--and an idea that
while it is spreading actually helps market your business or
20 cause. - Seth Godin

23. VISUAL Images, presentations &
infographics are getting shared
CONTENT by the millions.
Tools like Instagram (the billion
dollar app), Pinterest &
Slideshare are sending huge
traffic to websites & generating
sales.
Facebook is a social network
where a majority of the
conversations happen around
shared images.
Use it to your advantage.
A picture speaks more than a thousand words.
21

24. THANK YOU
Please incorporate the ideas from this list into
your marketing mix.
To understand how to do it, you can get in
touch with us
SOCIAL SQUARED
Futuready Services Pvt. Ltd.
274, V Mall
Next to Sai Dham
Off WEH,
Kandivali East
AN IIM ALUMNI VENTURE
Mumbai 400101
INDIA WEB | SEO | SEM | PPC
0091 22 4264 5743 SOCIAL | EMAIL
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© Social Squared, 2012
Twitter - @socialsquaredIN
(Original Article on Hubspot.com)