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Marketing and Technology Go Hand-in Hand, But Where are They Going?
1. Marketing and Technology Go
Hand-in Hand, But Where are
They Going?
Cindy Herrmann Ad Club
Mogul Marketing
2. About Cindy Herrmann
Cindy Herrmann is a partner in Mogul Marketing
in East Chatham.
Mogul Marketing specializes in integrated social
networking and web design, case studies,
photography and video.
Cindy is on the board of the Capital Area
Technology Association.
3. How We Consume Data is Changing
PCs: 500M
ios: 175M+
Droid 250M+
Tablets 75M+
4. The way we work is changing
Mobile technologies
Cloud computing
Collaborative technologies, workflow
5. The Buzz
Email Marketing Works
Integrated Web Marketing
Growth of Content Marketing
Spectacular Growth of iPads, Macs
Prevalence of Google Analytics
Consumerization of IT
Employee Empowerment
Gamification
6. Email Marketing Works
Best way to reach consumers and
business online
Segment lists, targeted message
Use as foundation of integrated web
marketing campaign
7. Integrated Marketing
Your corporate web site is no longer your
sole presence point
Want to be relevant to customers and
prospects where they go
Consider dynamically assembling web site
content from social data (Thomson Reuters)
9. Integrated Web Marketing – best results
Attraction
SEO, blogs, ads, social networking
Where’s my audience?
Retention
Put like us, follow us at top of home page
Email, print, web site, mobile
10. Integrated Web Marketing – best results
The more tactics and channels used, the
greater ROI
Spend a greater % of budget on content
marketing
Tailor content to different market
segments
Higher ups buy in
Challenge: lack of experience
11. Biggest increase in
adoption:
• research reports
• videos
• mobile content
• virtual conferences
Source: MarketingProfs and Content Marketing Institute
12.
13. •5 social media channels
used on average
•Challenge: often blocked
•Larger companies use
more tactics
•Smaller companies, <10
employees, spend more on
content marketing, 42% of
budget
Source: MarketingProfs and
Content Marketing Institute
14. Content Marketing is being used
to achieve organizational goals
Brand awareness
Customer acquisition
Lead generation
Customer retention/ loyalty
Thought leadership
15. Integrated web marketing – Content Strategy
Identify customer pain points, biggest problems,
big issues
Survey to find out
Find keywords using Google Adwords keyword
tool, conversation starters
Examples: What are QR codes? What is cloud
computing?
Stay on theme for a while
Search
17. Spectacular Growth of iPads, Macs
65% of US CEOs have an iPad
30% of readers of Fine Woodworking
have an iPad and use it in their shop
Most companies just do apps for ios
In post-PC era, work is not a place you go,
it is a thing you do
18. Prevalence of Google Analytics
It has gotten a lot better
The Dashboard interface was in all kinds
of products
20. Employee Empowerment
Attacking silos
Internal social media systems
Salesforce chatter, Yannex
Games, anything fun (from Foreign
Affairs!)
Ask employees to help innovate
21. Gamification
AXA/Equitable life insurance sales were
way down
Goal: education
Pass it on! http://www.axa-equitable.com/life-insurance/life-game.html
As we play, we learn
Games adjust as we play
Need trial and error to learn
22. Thank you!
Feel free to reach out for more
information, or to have me speak.
Cindy Herrmann
Mogul Marketing
(518) 794-7483
Cindy@MogulMarketing.com
blog.mogulmarketing.com
Twitter: wiebwieb
Notas del editor
Perfect show for me because I’ve spent my career in IT and marketing
Mobile uses cloud FB, LinkedIn, by nature collaborative Lots of cloud collaboration tools for working with outside entities; Google Docs, WebEx, GoToMeeting, JoinMe
Send a simple reminder to customers on how to use what we’ve already done for them Example: Dyson: clean your filter once a month closing: If it’s okay with you, we’ll send you reminders from time to time
Consistent experience Google + is fastest growing channel, but no one has their head around it, except search results Got to listen Use keywords so people find blog Reuters visits have gone up exponentially since dynamic
Also called cross media strategy, integrated marketing Funnel: Awareness Education Purchase Loyalty -- same as BNI??? 4 c’s, not 4 p’s Consumer Product Total cost of ownership Price Convenience Place Communication Promotion Most important media Blogs Video Much more likely to fill out contact form Have a problem, how to fix it (2 mins or less) Answer one big problem Screen capture good Use keywords in narrative and description Source: infotrends Checking your reputation quarterly will keep your brand shining at its best. Correct wrong information. Consider if what is being shown is relevant, what you want people to see.
Also called cross media strategy, integrated marketing Funnel: Awareness Education Purchase Loyalty -- same as BNI??? 4 c’s, not 4 p’s Consumer Product Total cost of ownership Price Convenience Place Communication Promotion Most important media Blogs Video Much more likely to fill out contact form Have a problem, how to fix it (2 mins or less) Answer one big problem Screen capture good Use keywords in narrative and description Source: infotrends Checking your reputation quarterly will keep your brand shining at its best. Correct wrong information. Consider if what is being shown is relevant, what you want people to see.
Create content at least every two weeks, make easy to share Channels are so new, don’t have strategy for evaluating quality Define success – ideal customer Also, QR codes were used to get a form
Channels are so new, don’t have strategy for evaluating quality
Apps can’t talk to each other yet – that will change PC, tablet, phone pick up seamlessly using data from cloud People who have tablets prefer to read news and magazines on them because they are optimized for them Need to develop real mobile apps for tablets
Social media is understaffed today like analytics used to be. Also, overbuying IBM has 150 products in Digital Marketing “suite” Adobe has a bunch too.
More productive at home – search for better tools, ease of use, simplicity At work, forced to use what’s there User interface – like apps Expect quick development speed, nimble Expect internal apps to be as easy to use, not lame Kids open games and start banging away, don’t use manual Move to product development mentality Treat employees like customers It wants to say yes to users for tools they’ll use and love HBO has different UI for different groups (creative, engineering, … like Google they personalize results Areas with most revolt, most inefficient
Drives down number of emails, meetings Examples: Toyota, 7/11, Red Rooster (source: Yammer) Toyota asked employees, how do we build faster,easier, cheaper Had employees help innovate on floor, could stop line, e.g., I could do this faster with a better wrench 7/11: tasted changed with recession. Asked store managers how to address changing needs. Stores most involved, made the most $ IT needs to be empowered to solve big problems Predictable vs adaptable companies Predicatability can be a liability Blockbuster put stress on DVDS vs online and … We must embrace volatiilty Laziness -> innovation Red Robin let emps innovate Leading indicator of return was emp retention
47% of people play games at work Games have goals that are set outside; they are not a linear story They are addictive because they make dopamine flow Great tool for B2C, training/education Behavior change, coaching Examples Deloitte game to test, self-qualify, new accountants Flying practice (land in Hudson_ Mad men, trivia game http://www.amctv.com/shows/mad-men