My Marketing Is Changing workshop has been one of the most popular talks and workshops I have run over the past couple of years. It looks at changes in marketing tech and tactics and what you can do about it

1. A workshop on how
MARKETING
IS
CHANGING
@TimElliottUK

2. INTRODUCTION
A Quick Overview
• Introducing me
• Why is marketing changing?
• What is changing?
• Break
• What you can do about it
• Customer journey design

3. THE NEXT INDUSTRIAL
REVOLUTION

4. AN EXAMPLE OF
BUYER POWER

5. IT’S NOT ABOUT WHAT YOU SELL, BUT HOW THEY BUY IT!
THE AGE OF CUSTOMER EXPERIENCE IS HERE!

6. Why is
MARKETING
CHANGING?
The future of marketing is customer centric,
Not focussed on product, services, platforms
or formats

7. THE CHANGESThese things are coming, whether we like it or not.
So what do they mean for your business?
GDPR
General Data Protection Regulation – 25/05/18
MARTECH
Marketing Technology, Bots, AR/VR, Voice
DARK MARKETING
Dark social, pseudo branding, messaging apps

8. The first major change
GDPR
25 – 05 -2018
o The individual owns the data
o Collecting relevant data
o Consent, consent, consent
o Cookie policies
o Single customer view

9. The next industrial revolution
MARTECH
We will focus on:
o AI (Artificial Intelligence)
o VR / AR (virtual & augmented reality)
o Voice
o Marketing stacks

13. TIM’S TIPS
www.drip.com
www.clickfunnels.com
www.chatfuel.com
www.sharpspring.com
www.Infusionsoft.com

14. DARK MARKETINGHow are you going to market to people when you don’t have their data?

16. CHATBOTS

17. TIM’S TIPS
for Dark Marketing
GIVE IT PURPOSE!
People will subscribe if it has purpose
Give them something they can’t get elsewhere

18. BREAK TIME
ANY QUESTIONS? @TimElliottUK

19. What can you do?
FOCUS ON
THE STUFF
THAT
DOESN’T
CHANGE

20. YOU DON’T NEED A DIGITAL MARKETING STRATEGY!
YOU NEED A BUSINESS STRATEGY FOR A DIGITAL WORLD

21. QUALITY CONTENT
1. PUT THE MOST IMPORTANT ELEMENT AT THE TOP
2. ANSWER THE QUESTION
3. SEGMENT THE CONTENT

22. BUILD RELATIONSHIPS
THINK ENGAGEMENT FIRST

23. REMEMBER THIS SLIDE?

24. PURPOSE
PEOPLE
PERCEPTION
PROPOSITION
PLANNING
DESIGN
INTRODUCING
CUSTOMER JOURNEY

25. People
Purpose
Perception
Proposition
Planning

26. PURPOSEIt’s not what you do but why you do it

27. YOUR
WHY
HOW
WHAT
STORY
Knowing your ‘why’ is an important first step in
figuring out how to achieve the goals that excite
you and create a successful product, service or company.
(versus merely surviving!).
Only when you know your ‘Why’ will you find the courage to
take the steps needed to get ahead, and start on the best
trajectory in helping your customer base understand the
purpose of your product, service or company.
Passion is contagious, enthusiasm is palpable, The key to
harnessing that passion is by developing a clear Why
statement

29. Golden Circles
Why:
How:
What:

30. PEOPLEWho and where are they?

31. PILLARS OF SEGMENTATION
GEOGRAPHICS DEMOGRAPHICS PSYCHOGRAPHICS BEHAVIOURAL
• Country
• City
• Density
• Language
• Climate
• Area
• Regulatio
n
• Age
• Gender
• Income
• Education
• Social
status
• Family
• Life stage
• Occupation
• Lifestyle
• AIO: Activity,
Interest, Opinion
• Concerns
• Personality
• Values
• Attitudes
• Benefits sought
• Purchase usage
Intent
• Occasion
• Byer stage
• User status
• Lifecycle stage
• Engagement
DIGITAL BODY LANGUAGECONTEXTUALFIRMOGRAPHICSDIGITAL DNA
Jordie Van Rijn - Emailmonday

32. Life Goal:
Experience:
Name:
Job title:
Day to day jobs to be done:
Work Attitude:
Family:
Environment:
Age: Education:
Social status:
People (Geographic and Demographic)
Give them a pseudonym xx
What is their job title?
What are the day to day duties they have to carry out?
Is this person ambitious? Do they have attention to detail etc.
Work Family as well as personal?
Where do they work? What environment do they work in? inside,
outside? At a desk, In a car?
What is the main goal
in life for this person?
What is their
experience? Where
have they come
from?
What is their
educational
background?
What is their social
status? Married, Family
etc.
insert image of your
persona here

33. Decision maker or
influencer:
Personality:
Interests:
Lifestyle :
Personal and professional values :
Concerns:
Benefits wanted:
Intent:
People + (psychographic & behavioral)
Are they the decision
maker or do they
have to influence, if
so who?
What interests them?
Work focused? Active? etc
What are their core personal and professional values? Quality,
Keeping costs to a minimum?
What are their biggest concerns?
What is their
experience? Where
have they come
from?
What is seen as a benefit
to them?
Reducing effort, making
an impact?
What is their purpose,
why are they doing what
they are doing?

34. PERCEPTIONPutting a spotlight on your interactions in their journey

35. Perception map
Customers sees
Awareness Familiarity Consideration Purchase Loyalty
Customers receives
The main aim
Who is responsible?

36. PROPOSITIONThe customer and you, why you should do business

37. Proposition Canvas
WHAT DOES SUCCESS LOOK LIKE?
WHAT?
JOBS TO TALK TO INSIGHTS
WHAT ARE YOU HELPING TO FIX?
HOW?
(How is your customer going
to interact with your product or
service? Where does it map to
in the customer journey in
Side 3 of the FYI Pentagon
e.g. landing page in trigger
information / telephone call in
moment of purchase)
(What are you trying to
promote, engage or sell to
your customer? What is the
actual product or service you
are offering, pricing online /
offline. Data mapping. e.g. %
market share of x number of
possible customers in my
market?
(What is the job title you are looking to talk to
purchase your product or service? From side 2 of
the FYI pentagon - Segmentation)
(What is it your product or service will relieve?) (What would be seen as a successful product or service offering to your customer?)
(Key buying times, How large is the market, where
do they reside digitally? From side 2 of the FYI
pentagon – Segmentation)
Side 4 - FYI CAM Proposition Canvas created by FYI100 2017
WHY?
(why would your customer be interested in this product or service? Your statement from side 1 of the FYI
pentagon)

38. Story canvas Act II – Crossing the threshold
Story canvas Act III – Heroes – Customer type
People jobs to be done
People + Benefits wanted
Story canvas Act III the extraordinary world
Story canvas Act II – Villains
FOR INSPIRATION WHAT TO WRITE
The name of the product or service title
Helps
Who need to
Through
Who
Not like
DEVELOPING YOUR VALUE PROPOSITION

39. PLANNINGInternal and external

40. Proof Check
Our Purpose is
The Persona will
And their perception will be
Through the channels
Measured by

41. Consideration Check
Our Purpose is
Our Personas acted
The perception was
Through the channels
We will now

42. RECAP
TIME

43. @TimElliottUK