a few facts to know
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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.
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DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010
“
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of adult Americans use the Internet.79% 3
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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.
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70% of the links search users
click on are organic—not paid.
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
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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
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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
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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.”
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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.
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Today’s approach:“GET IN THEIR FACE” when they’re not looking.
Tomorrow’s approach: “GET FOUND” when they are looking.
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Google is our new business card.
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This should be ournew marketing mix.
• “Permission”-based• Avg response rate 20-50%
• “Interruption”-based• Avg response rate: 1-5%
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Make stuff people want.
1START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS:
• FAQS• HOW-TO’S• EBOOKS• VIDEOS• BLOG!
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Be generous.2
• THE MORE WE GIVE, THE MORE WE’LL GET
• INCREASE # OF PAGES & INBOUND LINKS
• BUILD TRUST, CREDIBILITY, & GOOD WILL
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Rock our keywords.
3 • GET ON PAGE 1!• DOUBLE TRAFFIC• CUT PPC SPENDING IN HALF
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Give great directions.4
• CREATE RELEVANT LANDING PAGES• CLEAR CALLS TO ACTION• COMPELLING OFFERS
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Invest wisely.5
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
IT’S TIME TO
OUR MARKETING!TRANSFORM