5 emerging trends in Marketing and other key trends as spoken about at IRCE and MozCon.

1. 5 Trends Changing the
Future of Marketing

4. Marketing has shifted from campaigns…

5. …to segments

6. …but moving to the individual

7. Where to Focus for Highest ROI…
3
22%
SALES
Sales
ROI
2
25%
PRODUCTS
Product
ROI
1
Customer
ROI
45%
CUSTOMER
12%
Marke5ng
ROI
4
MARKETING

9. Personalization & Customization
Research
is
cri=cal
for…
•
Iden&fying
consumer
behaviors
•
Tailoring
individualized
content
•
Recognizing
consumer
intent

10. Don’t Confuse Research with Relationship!
Knowing
about
customers
isn’t
the
same
as
knowing
them

12. What Impacts Relationships?
1. Google’s
changing
algorithms
results
in
[not
provided
2. Consumer’s
masking
their
ID
with
glyphs
&
typographies
1. Build
Trust:
Show
them
you
know
them
(Engage
vs.
Inform)
2. Build
Credibility:
Stop
selling
in
the
places
they
are
learning

14. AWrong Understanding of UX

15. EarningTrust at EveryTouch Point…
•
Social
Media
•
Content
Marke&ng
•
Website
&
Pages
•
Phone
Conversa&ons
•
Email
Marke&ng

17. The Sales Funnel Has Changed…

18. 5 Characteristics of Great Content Marketing
Develop
targeted,
educa&onal,
content
portals
Don’t
just
tell
the
story,
shape
the
story
Break
from
silos
and
unify
story
through
Chief
Content
Officer
or
Chief
Storyteller
Target
Content
Define
the
Market
Chief
Storyteller
U&lize
Staff
Removing
Brand
Look
for
ways
to
involve
and
engage
staff
in
content
crea&on
Stories
are
shared
at
much
higher
rates
when
the
brand
is
removed
from
the
story

19. CM Isn’t: Omnipresence Marketing

20. CM Isn’t: Bumper Sticker Marketing

21. CM Isn’t: Inundation Marketing

22. CM Isn’t: Repetition Marketing

23. What is Content Marketing?
DISCONTENT MARKETINGDISCONTENT MARKETING

24. CM: Intentional Marketing

26. UX: More than meets the eye…
• UX
is
more
than:
• Layout
• Click
paWerns
• Flow
of
our
website(s)

27. UX: More than meets the eye…
• UX
is
mul=-­‐touch:
• Includes
online
• Also
includes
offline
• It
is
the
en&re
customer
experience

28. UX: In an online world…
• UX
extends
beyond
the
website,
and
into
every
area
of
a
customer’s
online
experience:
• SEO
• Online
communi&es
• Content
sites
• Other
communi&es
as
well

29. UX:Think outside the box…
• When
we
consider
UX,
we
need
to
think
beyond
our
own
website
• It’s
about…
• Community
&
rela&onships
all
over
the
web
• Aligning
our
total
customer
experience
online,
in
person,
and
over
the
phone
• What
happens
a_er
the
customer
clicks
to
our
site
(SUX
–
Search
User
Experience)

30. UX
is
all
about
rela&onships!

31. UX: Action Steps
• Customer
Journey
Maps
• Map
out
all
our
customer
touch
points
• Align
our
customer
experience
across
all
channels
• Include
personal,
one-­‐on-­‐one
interac&ons
• Online
• In
person/over
phone
• “Back
of
the
house”
interac&ons
• Brand
and
Customer
Promise
• Ensure
that
any
promises
we
make
both
implicitly
and
explicitly
are
followed
through
on
across
all
channels

33. Your
brand
is
not
what
you
sell.
It’s
how
you
sell
it.

34. First
keep
your
promises.
Then
make
them.

35. How
to
keep
your
promises:
1. Come
to
terms
with
what
your
brand
REALLY
stands
for

36. How
to
keep
your
promises:
1. Come
to
terms
with
what
your
brand
REALLY
stands
for
2. Determine
how
your
brand
is
(or
isn’t)
reflected
in
your
customer
experience

38. How
to
keep
your
promises:
1. Come
to
terms
with
what
your
brand
REALLY
stands
for
2. Determine
how
your
brand
is
(or
isn’t)
reflected
in
your
customer
experience
3. Help
all
staff
discover
the
role
they
play

39. How
to
keep
your
promises:
1. Come
to
terms
with
what
your
brand
REALLY
stands
for
2. Determine
how
your
brand
is
(or
isn’t)
reflected
in
your
customer
experience
3. Help
all
staff
discover
the
role
they
play
4. Align
your
marke&ng
with
your
actual
customer
experience