Marqui's presentation of the new world of Marketing 2.0, and the questions your company should ask itself to refine its new marketing strategy

1. Marketing 2.0
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2. Restructure like Google?
http://www.cbc.ca/thehour/videos.html?id=1080824394
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3. What is Web 2.0
http://upload.wikimedia.org/wikipedia/commons/a/a7/Web_2.0_Map.svg
http://upload.wikimedia.org/wikipedia/commons/a/a7/Web_2.0_Map.svg

4. Before: What is the best laundry detergent?
• Marketing 1.0
– Print & TV ads build brand
– Eye level at the self
– Ask your mother
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5. Now: What is the best laundry detergent?
• Marketing 2.0
– Online advertising
– Google position
– Ask the world
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6. Pay-per-click
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Organic results 6

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9. Marketing 2.0 is changing relationships
Marketing 1.0 Marketing 2.0
Websites from brochure-ware Engagement / lead capture
One-way communications two-way conversations
Marketing + sales silos integrated revenue
generation
Intangible value of marketing Real-time measurement /
optimization
Traditional media advertising Rich media / pay-per-click
Recession provides burning platform for marketing accountability
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10. Value is in an holistic approach
Attract
Web Content Engage
Management
Capture
Marketing
Nurture
Automation
Lead score Campaign
Management
Sales-cycle
CRM / SFA
Revenue
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11. Lead capture
Rich media
Engagement Conversations
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http://www.myhalo.com

12. Refining your web strategy
Key questions for you to consider…
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13. Refining your marketing 2.0 strategy
1. Is there an emerging 2.0 conversation online within my
industry or about my company?
The answer of yes or no could mean an opportunity for you. Places to look…
– Google your company name and your competition
– Analyze competitors and industry leader sites, here and abroad
– Analyze key client sites
– Inventory industry publications and search their sites for blogs, your company
and your competition
– Google Alerts & blog search, Technorati and Twitter search are some other
options
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14. Refining your marketing 2.0 strategy
2. How do customers and prospects buy my products & services
or those of my competitors?
– Does the web play a role?
– Could it play a role?
– How do prospects get educated about similar solutions?
3. If a prospect wanted to search the net for a product or
service like mine - what would they search for?
– Where does my company come up on organic search?
– Should we consider a pay-per-click ad?
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15. Refining your marketing 2.0 strategy
4. Do I know who comes to my site; do they stay; do they
return? What do they read on my site and for how long?
– Google Analytics is a good starting place
5. Am I giving clients and prospects a platform to interact with
us on our site?
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16. Refining your marketing 2.0 strategy
6. Is there a call-to-action or a way that I can capture a lead?
– At the search level
– At the site level
– Targeted landing pages
– Through affinity programs
– Advertising
– Email campaigns to customers and prospects
– Which search referrals result in the most leads and sales?
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17. Search Engine Marketing taking traditional advertising budget
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18. Refining your marketing 2.0 strategy
7. How do we nurture leads online?
– Do we do regular content / information rich webinars?
– Do we do drip campaigns?
– Do we need a customer relationship management tool to manage our leads
and client activity?
– How should we be integrating offline activities?
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19. Refining your marketing 2.0 strategy
8. Should we be involved in social media?
– Does our audience use social media?
– How does social media fit with our other marketing tactics?
– Are we prepared for the long term investment?
– What are the objectives – better SEO, demonstrate subject matter expertise,
more leads
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20. Marketing 2.0 world is happening
Presents opportunities and risks for every business
Are you listening or actively participating?
If it isn’t impacting your business, it probably will soon
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21. More questions?
Email: lance.neale@marqui.com
richard.sharp@marqui.com
ryan.stocker@marqui.com
mike.cowan@marqui.com
Phone: 604.682.7333
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