Presentation given at the 2011 VALA Spring Conference in Williamsburg, VA on 4/14/11

1. “New Marketing Trends: Are You Missing Out?” 2011 VALA Spring Conference 4/14/11 Ron Fink

3. 7 Trends You Will Want to Follow

4. Enhancing the Marketer’s Value

5. Key Takeaways2

6. Audience Poll Mkting. for a community? Mktingto a community? Changed in past 2 yrs? Web marketing? 3

7. Marketing’s Changing Landscape The principles are the same… 4

8. Marketing’s Changing Landscape …but the rules on how it’s done have changed 5

9. Traditional Marketing:One message, Many channels PR Consumer Affairs TV Radio Websites Mail Email Print 6 Advocates Promotions

10. 7 20 years ago More change in next 10 yrs. than last 100

12. Shift in customer behavior/expectations Empowered Educated Internet savvy Collaborate using WOM and social media 85% of consumers shop online (Forrester Research) 9

13. Everyone is the media, Everyone is a publisher Technology has enabled connections/removed barriers Can reach prospective buyers directly Buyers can speak directly to you Not just for those who can afford printing / distribution 10

14. Why has this happened? Avoid interruption and intrusion Consumer wants more control No one wants to be “sold” Informed Engaged 11

15. It’s not about how much advertising you do… 12 Consumers trust each other more than they do marketers It’s all a matter ofTRUST

16. 7 Marketing Trends To Follow 13

17. Web Is At the Hub Trend #1 14

18. In the Beginning… Digitized print documents w/o functionality Mid-90’s HTML brought life to digital text (links, navigation bars) Technological advances/higher utility Higher consumer expectations 15

19. …Now a Necessity for Every Business Most powerful vehicle for marketing/communications Fast/easy/timely communication with millions Transformed the speed of company/brand growth Building the site is easy; measuring yoursuccess and taking action on it is harder 16

20. Web Is At the Hub SEO/SEM Email Content Mobile Video Social Media E-commerce Analytics 17

21. The Web Strategy Provide relevant information Attract visitors Nurture to become a lead Convert leads to customers Use content to optimize website 18

22. Growing a Successful Web Presence: Invest in search– manage SEO (links, listings, keywords, content) Invest in social– after you are found, promote your expertise with what others say about you 19

23. Take a Look At Your Website Does it read more like an ad than a helpful resource? If it showcases only product features and pricing, you're missing a huge opportunity to connect with potential customers Focus less on your company. . . and more on the problems and needsof the people you are trying to reach 20

24. Key Web Takeaways Your website is your most important marketing tool Center of your online marketing efforts Importance of a web marketing strategy Is your website delivering the right message? 21

25. Mobile Is On the Move Trend #2 22

29. 26

30. Mobile-Web Integration 27

31. QR codes Connect smart phones to websites Access to videos, surveys, special offers, or anything else contained on the website Download a free QR reader application Scan the codes using the phone’s camera. 28

32. 29

33. Key Mobile Takeaways Usage is still on the rise Mobile platform competition remains fierce Technology enablers continue to grow (better faster apps) Create a mobile marketing strategy 30

34. Video Over Text Trend #3 31

37. Video Innovations Mini-cams Small/inexpensive Improved quality No special talent required Pixability, marketing video specialists offer7 simple steps to a great video http://pixability.com/eo 34

38. 35 Nature’s Edge Assisted Living, Port St. Lucie, FL

39. 36 Interactive Conversational Video

40. Key Video Takeaways Consumers’ interest in watching video ↑ Number of screens/devices to access video content ↑ New products & services may cause audience fragmentation(internet-enabled TV, DVR, video on demand, Netflix) 37

41. Get Serious About Social Media Trend #4 Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. 38

42. SM Is the Rage 39 Over 500 million users. 22% increase in unique visitors over 2010. Over 190 million users Tweeting about 65 million times/day Over 90 million users. 22% increase in unique visitors over 2010 $1.2 billion = 2011 social media marketing spend 28%= increase over 2010 Forrester Research, Inc.

43. Usage Is Projected to Grow 67% of Americans w/ Internet access are projected to be using social networks at least once a month by 2013 (Emarketer) 40

44. Social Media = WOM =Trust 71% claim reviews from family members or friends exert a "great deal"of influence. (Harris Interactive, June 2010) Consumers mention specific brands over 90 times per weekin conversations with friends, family, and co-workers. (Keller Fay, WOMMA, 2010) 41

45. Trust Facilitates Purchase 53% of people on Twitter recommend companies and/or products in their Tweets. 48% of them deliver on their intention to buy the product. (ROI Research for Performance, June 2010) Consumer reviews are trusted12 times more --than descriptions that come from manufacturers (eMarketer, February 2010) 42

46. Social Media and the Seniors Market Boomer caregivers are more reliant onsocial media than boomers in general (Pew Research) 50+ 47% use SM (22% last year) 65+ 26% use SM (fastest growing segment WHY?) 43

47. These Are “Platforms” Not Strategies 44 Relatively new concept, don’t jump into it without setting objectives; developing your strategy

48. 4 Step SM Marketing Strategy 45 Identify your primary target audience Determine the audience sales behavior Identify and use the critical touchpoints Monitor and assess the results

49. Key Social Media Takeaways 46 Usage of social media tools is still growing Budgets are increasing Community trust Integration is key The need for ROI is critical

50. Customer Experience Trend #5 47 Sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.

51. Each Touchpoint Is Important Every interaction with your customer creates an experience. Negative <___________|___________> Positive What is the day-in, day-out 'customer experience' your company is delivering? 48

52. Why Customer Experience Is Such a Hot Trend 49 Why Customer Experience Is Such aHot Trend More Demanding Consumer Undifferentiated Pricing Commoditized Products Superior Customer Experience

53. Why Consumers Recommend to Others Americans will spend 9% more with companies that provide excellent customer service (American Express) 79% that had a bad experience with a company told others about it 50

54. Customer Experience Goal 51

55. Key Customer Experience Takeaways Every touchpoint is key in the overall customer experience Biggest marketing differentiator Main reason for recommending to others Turn customers into advocates 52

56. Content Is King Trend #6 “anything created and uploaded to a website” (Content Rules) Words, images, photographs, videos, webinars, blogs, white papers, ebooks, podcasts, tools Outposts off the website—such as Facebook, Twitter, Linkedin and You Tube 53

57. 3 Ways To Deliver Content Paid media--advertising inserted next to another’s content. Owned media--brand-created content Earned media-- getting someone else to provide content about a brand 54

58. More and more businesses are blogging Businesses are now in the minority if they do not blog. From 2009 to 2011 the percentage of businesses with a blog grew from 48% to 65%. 55

59. Blogs and social media channels are generating real customers 57% of companies using blogs reported that they acquired customers from leads generated directly from their blog 56

60. Businesses are increasingly aware their blog is highly valuable 85% rated their company blogs as:useful, important or critical 27% rated their company blog as: “critical to their business.” 57

61. How Content Changed a Company 58 River Pools & Spas—Warsaw, VA

62. Key Content Takeaways Relevant content is the key element on your website The best content goes viral Businesses are making blogging a mainstay Content can be the most important thing you sell 59

63. Integrate Your Efforts Trend #7 Can’t use tactics and tools in a silo Marketing strategy has to be:an intentional infusion of online and offline marketing tools 60

64. Integrate Your Efforts Holistic approach Seeks consistent message and complementary use of media GOAL: Maximize impact on consumer’s mind to get best return on investment 61

65. Pulling it All Together Brand Audience Channels Organization Desired Result 62

66. Enhancing the Marketer’s Value Solve the customer’s problems first Think strategically Cultivate alliances/partnerships Establish yourself as the fountain of knowledge/resources Become the seed of innovation 63

67. Key Takeaways Consumer is in control Web is your marketing focus Social media, mobile & video growth will continue Use content to establish expertise Leverage the power of integration Market the marketing role 64

68. Ron Fink Call me: 804.968.5131 Email me: ron.fink@strategicdriven.com Website /blog: strategicdriven.com Connect with me: facebook.com/ronfink1 facebook.com/strategicmarketingsolutions Network with me: linkedin.com/in/ronfink1 Tweet me : @sms_ron 65 Obtain copy of presentation at: www.slideshare.net/RonFink1 or email: ron.fink@strategicdriven.com