The NEW Marketing Mark Smiciklas,
MBA // IntersectionConsulting.com // twitter.com/Intersection1

<ul><li>Old Marketing (pre-web) </li></ul>

Buy advertising and convince the
media to write about you

<ul><li>PUSH Strategy </li></ul><ul><li>1 Way Conversation
</li></ul><ul><li>Numbers Game </li></ul><ul><li>INTERRUPTION </li></ul><ul><li>Deepest Pockets Win </li></ul>

Consumers are interrupted with marketing
messages focused on selling them something

New Marketing (post web)

Become a publisher by creating
and sharing great content

<ul><li>PULL Strategy </li></ul><ul><li>2 Way Conversation
</li></ul><ul><li>Engagement </li></ul><ul><li>COMMUNITY </li></ul><ul><li>Best Content Wins </li></ul>

Consumers are presented with great
content that helps solve their problems

<ul><li>Dynamics of New Marketing are
based on… </li></ul><ul><li>Web Search </li></ul><ul><li>Social Networks </li></ul>

The argument for great content
The first place most people turn to solve a problem is the search engine community

Direct Mail? TV? Print Ads?
tradeshows ?

The argument for great content
Social networks feast on great content People love to share cool, unique and helpful stuff with their friends – the best of which goes “viral”

<ul><li>What the heck is GREAT
content ? </li></ul>

<ul><li>Published works </li></ul><ul><li>or tools that
help </li></ul><ul><li>solve your target audience’s problems </li></ul>

<ul><li>www. YourWebsite .com </li></ul>

It’s not about YOU…It’s about
THEM content that provides solutions AND THAT’S EASY TO FIND

<ul><li>Email </li></ul>

<ul><li>delivering anticipated, personal and relevant
messages to people who actually want to get them </li></ul><ul><li>Seth Godin </li></ul>Permission Based Email Marketing

<ul><li>eBooks </li></ul><ul><li>The digital media equivalent
of a </li></ul><ul><li>conventional printed book </li></ul><ul><li>Wikipedia </li></ul>

<ul><li>WHITE-PAPERS </li></ul><ul><li>authoritative reports or guides
that often addresses problems and how to solve them </li></ul><ul><li>Wikipedia </li></ul>

<ul><li>Online Video </li></ul><ul><li>becoming the medium
of choice to drive </li></ul><ul><li>both brand awareness and sales </li></ul><ul><li>netboosterasia.com </li></ul>

<ul><li>Blendtec </li></ul><ul><li>Will it Blend? </li></ul>

<ul><li>Online Tools </li></ul><ul><li>software applications that
provide website users </li></ul><ul><li>with useful information or help solve a problem </li></ul>

<ul><li>eNewsletters </li></ul><ul><li>relevant, themed content sent
out regularly </li></ul><ul><li>by email to a permission based subscriber list </li></ul>

<ul><li>Blogs </li></ul><ul><li>from the term weblog,
is a type of website with </li></ul><ul><li>regular entries of commentary, descriptions of </li></ul><ul><li>events, or other material such as graphics or </li></ul><ul><li>video, usually on a particular subject </li></ul><ul><li>Wikipedia </li></ul>

<ul><li>Press Releases </li></ul>

<ul><li>Send them all the time
</li></ul><ul><li>Buyer Appeal </li></ul><ul><li>Keyword-rich copy </li></ul><ul><li>Links in releases </li></ul><ul><li>SEO </li></ul><ul><li>Drive people into your sales process </li></ul>THE NEW RULES OF PRESS RELEASES David Meerman Scott

<ul><li>eLearning </li></ul><ul><li>learning that is delivered
via electronic media </li></ul><ul><li>such as email, webinar, online video or podcast </li></ul>

<ul><li>So you have all this
GREAT content… </li></ul><ul><li>NOW WHAT? </li></ul>

<ul><li>Create a </li></ul><ul><li>Marketing Friendly </li></ul><ul><li>Website
</li></ul>

<ul><li>79% of users scan the
page instead of reading word-for-word </li></ul><ul><li>Only 16% of users read every word </li></ul><ul><li>Reading from computer screens is 25% slower than from paper </li></ul><ul><li>Web content should have 50% of the word count of its paper equivalent </li></ul>Web Facts

<ul><li>The “Marketing Friendly” Website </li></ul><ul><li>Descriptive
headings </li></ul><ul><li>Short paragraphs </li></ul><ul><li>Bullet points </li></ul><ul><li>Bold text </li></ul><ul><li>Concise Copy – cut 50% </li></ul><ul><li>Simple Language </li></ul>

<ul><li>SEND OUT </li></ul><ul><li>Press Releases </li></ul>

<ul><li>How does online </li></ul><ul><li>PR distribution
work? </li></ul>

Remember this press release?

<ul><li>Press Release Tools </li></ul>

<ul><li>Start a Permission Based Email
Marketing Campaign </li></ul>

<ul><li>EMBRACE </li></ul><ul><li>Social Media </li></ul>

<ul><li>The New Target Market </li></ul><ul><li>Old
marketing is based on mass targeting spend ad dollars and use mass media to push your message out to as many people as possible </li></ul><ul><li>New marketing is based on niche targeting create content and use search engines/social media to engage interested people in your product or service </li></ul>

<ul><li>New Marketing </li></ul><ul><li>is just the
start of the conversation… </li></ul>

<ul><li>Thank You </li></ul>

The NEW Marketing Mark Smiciklas,
MBA // IntersectionConsulting.com // twitter.com/Intersection1