effective marketing in the digital age
TRANSCRIPT
EFFECTIVE MARKETING IN THE DIGITAL AGE
PRESENTER
Cleveland Spears, III• President & CEO of
Spears Group
• BS in Marketing, 12 Years experience
• Agency Executive of the Year 2015 (American Advertising Federation – New Orleans chapter)
EFFECTIVE MARKETING IN THE DIGITAL AGE
AGENDA
• Evolution of Marketing & Advertising
• What is Digital Storytelling & Content Marketing
• Tips for Good Digital Storytelling
• Recap
• Q&A
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ELEMENTS OF MARKETING & ADVERTISING
EFFECTIVE MARKETING IN THE DIGITAL AGE
PRESENTED BY
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DIGITAL STORYTELLING &
CONTENT MARKETING
EFFECTIVE MARKETING IN THE DIGITAL AGE
THE POWER OF STORIES
• Everyone loves stories
• Preserve history and culture
• Used to Inspire
• Powerful way to connect with others
• Glimpse into a person or company’s personality
• Clarify Emotion
• Provide context
• Bring joy, sadness, happiness and evoke all types of emotions
EFFECTIVE MARKETING IN THE DIGITAL AGE
It broadens our horizons. It creates change. When we talk, it brings people together, makes us laugh and creates joy. When people talk, it overcomes obstacles and takes us beyond our wildest dreams. So start a conversation today, the possibilities are endless. When people talk, great things happen.
EFFECTIVE MARKETING IN THE DIGITAL AGE
• Some brands have been doing this for over 100 Years
• Early Adopters
• Brands that have done this well have excelled
• Viewed as aspirational brands
• Great luxury and not essential for marketing & brand success
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SOCIETY EVOLVED
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AD BLOCKING
AdBlock
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As a result they want control over other aspects of their life and how they receive information
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HOW DO BRANDS CONNECT
& SHARE THEIR
MESSAGE
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EFFECTIVE MARKETING IN THE DIGITAL AGE
One of the most effective and efficient ways of marketing today
• Very practical for entrepreneurs
• No significant cash investment
• If done well it can level the playing field between big brands and start-ups
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Content & Storytelling is no longer just for luxury brands…
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Brands that do it well excel and thrive
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GREAT CONTENT MARKETERS
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GREAT DIGITAL STORYTELLERS
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UNDISPUTED KING OF CONTENT
• Photos• News
• Quizzes• Pop Culture
• Video• Lists
• Community of Buzz Feeders
19,048
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9 Year old Evan starting creating video toy reviews and loading them to YouTube. In his first year he received over a Billion views and earned over $1.3million in affiliate revenue.
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Entrepreneur on Fire provides coaching and professional development training to entrepreneurs. They have built their business around Podcast of information that is very meaningful and beneficial to entrepreneurs and now millions tune in.
PODCAST
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TIPS ON CONTENT MARKETING &
STORYTELLING
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IT SHOULD BE FUN
• Your content program should be fun for the business creating it
• For the person consuming the content
• If you feel bored and having problems developing content, rethink the content you’re creating.
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ENGAGE THE CONSUMER
• Invite the consumer to be a part of telling and curating the story
• Invite and incentivize them to share their stories
• Reward them once they do
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PLAN IT
• Develop a content plan that align with business goals
• Determine which platforms are the most appropriate for your content & audience
• Develop content calendars that align stories with triggering events that will have the greatest emotional impact and/or impact to business goals
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TELL A STORY
• Storytelling is just that - Stories
• Less facts and figures
• More point-of-view, opinions and emotion
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BUILD A
CONTENT BRAND
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HUMANIZE THE BRAND
• Provide a peak behind the curtain of what goes into the business, good and bad
• Share challenges and how they were turned into learning experiences and opportunities
• Entrepreneurs generally are aspirational figures to most, provide your audience with personalized content from you
EFFECTIVE MARKETING IN THE DIGITAL AGE
ENGAGE THE INFLUENCERS
1. It’s Powerful
2. It’s Social
3. It’s Sexy
4. Everyone is talking about it
5. It’s an Arbitrage
6. It helps your SEO
7. Prices are Rising Faster Than You Can Say
8. Consumers are Tired of Paid Ads
9. It’s Native Advertising
10. It’s Targetable and Trackable
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EFFECTIVE MARKETING IN THE DIGITAL AGE
IMAGES
• A picture is worth a thousand words
• Make use of powerful images to tell your story
• Allow the viewer to look at the image and create their own narrative
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VIDEO
• Single most powerful type of online content
• By 2017, online video will account for 70% of all internet traffic
• 65% of people say they have visited a company’s website after viewing a video from them
• YouTube receives 1 BILLION unique visitors per month; Axxon research found that seven in 10 people view brands more favorably after watching video content from the brand
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CONTENT HUB
• Content is shared across various social channels
• Centralize it on a content hub to extend the life cycle and searchability of it
• Expand digital footprint
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INFOGRAPHIC
If a picture is worth a thousand words, a well-designed infographic is worth TEN THOUSAND!
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CREATED, CURATED & SYNDICATED
• All Content does not have to be original
• Create
• Curate- find relevant content to your audience and re-share adding applicability to them and your message
• Syndicated- Find relevant content and share 100% in it’s original format.
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INVEST
Great content requires investment of time and human capital.
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RECAP
Content is King
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RECAP
It should be Fun
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RECAP
The more the better
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RECAP
Plan it
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RECAP
Personalize it
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RECAP
Invite the consumer to be part of the story
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RECAP
Influencer marketing is IN
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RECAP
The only thing better than influencer marketing is VIDEO
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RECAP
Images are great too
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RECAP
Consumers love infographics
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RECAP
Centralize stories/content on consumer hub
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RECAP
Great digital storytelling and content marketing require INVESTMENT
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Q&A
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THANK YOU