Marketing Now! AEM Workshop Thursday September, 5th. 2013 The Woodlands Chamber of Commerce, The Woodlands Texas

1. Marketing Now!
AEM Workshop | 05.09.2013 | The Woodlands, TX

2. Luis Alvarado, PhD
Director Tec de Monterrey, Miami
Business Partner in nContacto
Higher education administration and training
Consulting in Marketing and Communications
Business Development for use of technology for distance education
Jose Luis Lopez, MBA
CEO/Founder nContacto
WW Compliance, PPS Hewlett Packard, Houston
Experienced educator
President of Mexican Talent Network, Houston Chapter
Member of several nonprofit Hispanic and professionals associations
in the US and Mexico
@drluis
@pplopez
Marketing Now!
AEM Workshop
#MarketingNow | ez-mkt.com/marketing-now

3. Marketing Now!
AEM Workshop | 05.09.2013 | The Woodlands, TX
Start the conversation!
#MarketingNow
ez-mkt.com/marketing-now

4. Web voting: ez-mkt.com/marketing-now
Quick Survey 1

5. FIRST start by knowing what
Nowadays means to be one

6. PHILOSOPHY:PHILOSOPHY:
Marketing is about engaging
with your customers on an
emotional level
QUOTED SAYING:
“I think this will really
resonate with our audience”
FAVORITE TOOLS:
Wordpress Twitter
Photoshop Email
STRENGHTS:
• Creative
• Innovative
TYPICAL PROJECTS:
• Email Campaigns
• Content Creation
• Thought Leadership
PHILOSOPHY:
Data is the key to improving
marketing accuracy and
effectiveness
QUOTED SAYING:
“Here are the ROI numbers
for that last campaign”
FAVORITE TOOLS:
Pardot Excel
Analytics Adwords
STRENGHTS:
• Organized
• Detail-Oriented
TYPICAL PROJECTS:
• Forecasting
• Lead Management
• Reporting & Analytics

7. WHAT
IS
THE
BEST

8. “The modern marketer must
have a strategic and analytical
mind dedicated to measurable
metrics but that is always
craving a creative outlet”
It is no longer about developing a
catchy ad campaign that you will
shout from the roof tops. Marketing
has evolved into a combination of
artistry and science

9. Inbound marketing has
become the go-to
strategy for modern
marketers, putting a
Premium on writing skill
Visual content grabs
consumers’ attention
making it a valuable
marketing resource
Social media has changed the
way marketers interact with
consumers, making managing
digital relationships an
important skill
Email remains the workhorse
of most modern marketing
departments. Best practices
and design remain essential
skills for marketers
Marketing can no longer
afford to be a cost center
and the modern
marketer should track all
marketing activities and
campaigns
With more
responsibility and
fewer resources
marketers must be
experts in budgeting
and operations
Marketers need to be data
experts, able to see major
trends and important
takeaways in a mass of
data at a glance
Using tools like Salesforce to
understand campaign
performance is an essential
skill for the modern marketer

11. People want…

12. Less of
this…

13. More of this…

14. “Is it entirely
posible for
marketing to
not suck?” The Breakup

16. YOUR
WEBSITE
SOCIAL MEDIA
SEARCH ENGINE
OPTIMIZATION
PAID SEARCH
& BANNER ADS
WORD OF
MOUTH
REFERRALS
OFFLINE
MEDIA
EMAIL
MARKETING
MOBILE
DEVICES
CRM
SOFTWARE
WEB
ANALYTICS

18. Is Your Business dealing with snakes and ladders?

20. HOW MUCH HAPPY
IS YOUR CUSTOMER ?

21. Web voting: ez-mkt.com/marketing-now
Quick Survey 2

22. Inbound marketing is
a marketing strategy that focuses on
getting found by
customers

24. Getting picked is about publishing
smart

25. Inbound Generation is
Publish Converting
Promoting Analyze
Optimizing

27. What are the latest marketing trends
“Marketers need to build digital relationships
and reputation before closing a sale”
- Chris Brogan
President, Human Business Works

28. How many U.S. adults research products online?
In the near future, virtually ALL adults will
use search engines to find information
96% for young adults
(age 18-29)
Researched
a product,
YESTERDAY
(that’s 39M)

29. of companies
state they
would reduce
investment on
printed media41%
of overall marketing
was spent of digital
marketing in 201124%
Over 700,000 local businesses have active pages on facebook
= 100,000
state they will place more
investment into local media
efforts on their websites such
as blogs and product reviews
64%
Digital Marketing Spend

30. Web voting: ez-mkt.com/marketing-now
Quick Survey 3

31. Spending Budget
10.4% of 2012 Revenue was Spent of Marketing
and budgets will increase 6% in 2013!
U.S. Digital Marketing Spending Survey, 2013. Gartner
www.gartner.com/technology/research/digital-marketing/digital-marketing-spend-report.jsp
Financial Serv/Insurance
High-Tech
Manufacturing
Media
Retail
Healthcare
Total
9.2
10.6
12.7
10.6
9.1
10.6
10.4
Marketing Budget as percentage of Company Revenue

32. Mobile Marketing
Social Media
E-Mail Marketing
Display Advertising
Search Marketing
950
1649
1676
11732
24299
Forecast for US interactive Marketing 2012
17% of total ad spend for 2012
60.3%
29.0%
4.1%
4.1%
2.3%
US Million
U.S. Digital Marketing Spending Survey, 2013. Gartner
www.gartner.com/technology/research/digital-marketing/digital-marketing-spend-report.jsp

33. Discover
your
Customer

34. How do you find your customer?

35. This Way?

36. Or this way?

37. Traditional
Business Development
Business
Plan
Plan
Execution
Growth!
Where is the Customer?

38. “Lean Startup”
Business Development
Business
Model
Customer
Discovery
Customer
Validation
Customer
Creation
Market
Positioning
Everything is about the Customer!

39. Why a Pivot?

40. What is your Customer
looking for?
What is your Customer
looking for?
Solve a
Problem
Satisfy
a Need

41. What do they expect?
A Premium Customer Experience!

42. How to do it?
“Lean Startup” Business Development
Business
Model
Customer
Discovery
Customer
Validation
Customer
Creation
Market
Positioning

43. Business
Model
Customer
DiscoveryHypotheses
Get Out of Building!

44. An Hypotheses
Business Model Canvas

45. Customer
Discovery
Customer
ValidationMVP
Find your customer

46. A Minimun Viable Product
Landing Page

47. Customer
Validation
Customer
CreationA/B Testing
Understand your Customer

48. A/B Testing
Web Optimization

49. Customer
Creation
Market
PositioningMarketing
Develop Customer Experience

50. Life Cycle Marketing
Marketing Automation

51. Marketing Now!
5
INNOVATION
14
CREATIVITY
22
THE RIGHT
PARTNER
34
ANALYTICS
29
INTEGRATION
46
AUTOMATION

52. Web voting: ez-mkt.com/marketing-now
Quick Survey 4

54. Final Rules

55. Final Rules
It is a “huge” challenge to convert from offline to
online
Find the most ideal combination
Think about where you target in on the web
When they are in “search” mode & when they are in
“whatever” mode
Think “viral” from the start
Make it easy attractive to “pass on” to friends

56. Final Rules
Measure and analyze everything
Tag all your links
Google analytics is free! Track EVERYTHING!
Test, then test again. Learn… and adapt
Look outside of your walls for expertise and
partners
Shift is happening at an increasing speed
Think “viral” from the start
Don’t be afraid to make mistakes… you will make some!

57. Final Rules
Do Marketing Now!
Innovation
Creativity
Integration
Analytics
Automation

58. Luis Alvarado
luis.alvarado@ncontacto.com
latraiciondelamemoria.blogspot.com
/drluis
/@drluis
/dr-luis-alvarado
/112643040851702092466
Jose Luis Lopez
joseluis.lopez@ncontacto.com
pplopez.net
/jose.luis.lopez.mota
/@pplopez
/joseluislopez
/105631073905208982112
ez-mkt.com/marketing-now
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59. Thanks
Gracias
‫ﺷﻛرا‬
gràcies
谢谢
bedankt
MerciDank
‫תודה‬
ευχαριστίες
감사
Aliquam
спасибо
ขอบคุณ
obrigado
‫ﺗﺷﮑر‬ ‫ﺑﺎ‬
感謝
Tack
dzięki
Go raibh maith agat
շնորհակալություն
Eskerrik asko
благодаря
hvala
धन्यवादgrazie
благодарам
mulţumiri
хвала
Terima kasih
Grazzi
Grazas kiitos
‫דאַנק‬
diolch
teşekkürler
ಧನ��ಾದಗಳ�
Takk
આભારદશર્ક શબ્દો
díky
tänan
salamat
ধনয্বাদ
www.ez-mkt.com | 281-374-4734 | ez@ncontacto.com

60. Web voting: ez-mkt.com/marketing-now
Quick Final Survey