mozcon & irce debrief
DESCRIPTION
5 emerging trends in Marketing and other key trends as spoken about at IRCE and MozCon.TRANSCRIPT
5 Trends Changing the Future of Marketing
Marketing has shifted from campaigns…
…to segments
…but moving to the individual
Where to Focus for Highest ROI…
3
22%
SALES
Sales ROI
2
25% PR
ODUCT
S
Product ROI
1
Customer ROI
45%
CUSTOMER
12%
Marke5ng ROI
4
MARK
ETING
Personalization & Customization
Research is cri=cal for… • Iden&fying consumer behaviors
• Tailoring individualized content • Recognizing consumer intent
Don’t Confuse Research with Relationship!
Knowing about customers isn’t the same as knowing them
What Impacts Relationships?
1. Google’s changing algorithms results in [not provided
2. Consumer’s masking their ID with glyphs & typographies
1. Build Trust: Show them you know them (Engage vs. Inform)
2. Build Credibility: Stop selling in the places they are learning
A Wrong Understanding of UX
Earning Trust at Every Touch Point…
• Social Media
• Content Marke&ng
• Website & Pages
• Phone Conversa&ons • Email Marke&ng
The Sales Funnel Has Changed…
5 Characteristics of Great Content Marketing
Develop targeted, educa&onal, content portals
Don’t just tell the story, shape the story
Break from silos and unify story through Chief Content Officer or Chief Storyteller
Target Content
Define the Market
Chief Storyteller
U&lize Staff
Removing Brand
Look for ways to involve and engage staff in content crea&on
Stories are shared at much higher rates when the brand is removed from the story
CM Isn’t: Omnipresence Marketing
CM Isn’t: Bumper Sticker Marketing
CM Isn’t: Inundation Marketing
CM Isn’t: Repetition Marketing
What is Content Marketing?
DISCONTENT MARKETING DISCONTENT MARKETING
CM: Intentional Marketing
UX: More than meets the eye…
• UX is more than: • Layout • Click paWerns • Flow of our website(s)
UX: More than meets the eye…
• UX is mul=-‐touch: • Includes online • Also includes offline
• It is the en&re customer experience
UX: In an online world…
• UX extends beyond the website, and into every area of a customer’s online experience:
• SEO
• Online communi&es
• Content sites
• Other communi&es as well
UX: Think outside the box… • When we consider UX, we need to think beyond our own website
• It’s about… • Community & rela&onships all over the web
• Aligning our total customer experience online, in person, and over the phone
• What happens a_er the customer clicks to our site (SUX – Search User Experience)
UX is all about rela&onships!
UX: Action Steps • Customer Journey Maps
• Map out all our customer touch points • Align our customer experience across all channels
• Include personal, one-‐on-‐one interac&ons • Online • In person/over phone • “Back of the house” interac&ons
• Brand and Customer Promise • Ensure that any promises we make both implicitly and explicitly are followed through on across all channels
Your brand is not what you sell. It’s how you sell it.
First keep your promises.
Then make them.
How to keep your promises:
1. Come to terms with what your brand REALLY stands for
How to keep your promises:
1. Come to terms with what your brand REALLY stands for
2. Determine how your brand is (or isn’t) reflected in your customer experience
How to keep your promises:
1. Come to terms with what your brand REALLY stands for
2. Determine how your brand is (or isn’t) reflected in your customer experience
3. Help all staff discover the role they play
How to keep your promises:
1. Come to terms with what your brand REALLY stands for
2. Determine how your brand is (or isn’t) reflected in your customer experience
3. Help all staff discover the role they play
4. Align your marke&ng with your actual customer experience