IT’S TIME TO

OUR MARKETING.TRANSFORM

…the Internet has turned what used to be a controlled, one-way message into

a real-time dialogue with millions.

2

DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010

“

3

of adult Americans use the Internet.79% 3

4

78% of Internet users conduct product research online.

5 SOURCE: COMSCORE, AUGUST 2010

10.3 Billion

searches are conducted every month on Google.

6 SOURCE: THE MEDIA AUDIT, OCTOBER 2010

1/3 of US consumers spend three or more hours online every day.

7 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

SOCIAL NETWORKS/BLOGS ONLINE GAMES

EMAIL PORTALS VIDEOS/MOVIES

= 1 MINUTE

US Internet users spend 3x more minutes on blogs

& social networks than on email.

8

70% of the links search users

click on are organic—not paid.

SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007

9

200 MillionAmericans have registered on the Federal Trade Commission’s “Do Not Call” list.

SOURCE: FTC, JULY 2010

Companies that blog get

website visitors.

10 SOURCE: HUBSPOT, 2010

55% more

11

57% of businesses have acquired a customer through their company blog.

SOURCE: HUBSPOT, 2011

12 SOURCE: HUBSPOT, 2011

67%of B2C companies and 41% of B2B companies

have acquired a customer through Facebook.

42%of companies have acquired

a customer through Twitter.

13 SOURCE: HUBSPOT, 2011

14

Inbound marketing costs 62% less per lead than traditional, outbound marketing.

AVG COST/LEAD: $143

AVG COST/LEAD: $373

OUTBOUND INBOUND

SOURCE: HUBSPOT, 2011

We need to stop interrupting what people are interested in &be what people are interested in.”

15

CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)

“ Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.

16

Today’s approach:“GET IN THEIR FACE” when they’re not looking.

Tomorrow’s approach: “GET FOUND” when they are looking.

17

Google is our new business card.

18

This should be ournew marketing mix.

• “Permission”-based• Avg response rate 20-50%

• “Interruption”-based• Avg response rate: 1-5%

19

Make stuff people want.

1START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS:

• FAQS• HOW-TO’S• EBOOKS• VIDEOS• BLOG!

20

Be generous.2

• THE MORE WE GIVE, THE MORE WE’LL GET

• INCREASE # OF PAGES & INBOUND LINKS

• BUILD TRUST, CREDIBILITY, & GOOD WILL

21

Rock our keywords.

3 • GET ON PAGE 1!• DOUBLE TRAFFIC• CUT PPC SPENDING IN HALF

22

Give great directions.4

• CREATE RELEVANT LANDING PAGES• CLEAR CALLS TO ACTION• COMPELLING OFFERS

23

Invest wisely.5

“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”

IT’S TIME TO

OUR MARKETING!TRANSFORM