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Marketing 2.0

Restructure like Google?

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http://www.cbc.ca/thehour/videos.html?id=1080824394

What is Web 2.0

http://upload.wikimedia.org/wikipedia/commons/a/a7/Web_2.0_Map.svghttp://upload.wikimedia.org/wikipedia/commons/a/a7/Web_2.0_Map.svg

Before: What is the best laundry detergent?

• Marketing 1.0– Print & TV ads build brand

– Eye level at the self

– Ask your mother

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Now: What is the best laundry detergent?

• Marketing 2.0– Online advertising

– Google position

– Ask the world

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Pay-per-click

Organic results

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Marketing 2.0 is changing relationships

Marketing 1.0 Marketing 2.0

Websites from brochure-ware Engagement / lead capture

One-way communications two-way conversations

Marketing + sales silos integrated revenue generation

Intangible value of marketing Real-time measurement / optimization

Traditional media advertising Rich media / pay-per-click

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Recession provides burning platform for marketing accountability

Value is in an holistic approach

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Attract

Engage

Nurture

Capture

Sales-cycle

Lead score

Revenue

Web ContentManagement

CampaignManagement

CRM / SFA

MarketingAutomation

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Lead capture

Rich media

ConversationsEngagement

Refining your web strategy

Key questions for you to consider…

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Refining your marketing 2.0 strategy

1. Is there an emerging 2.0 conversation online within my industry or about my company?

The answer of yes or no could mean an opportunity for you. Places to look…

– Google your company name and your competition– Analyze competitors and industry leader sites, here and abroad– Analyze key client sites– Inventory industry publications and search their sites for blogs, your company

and your competition– Google Alerts & blog search, Technorati and Twitter search are some other

options

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Refining your marketing 2.0 strategy

2. How do customers and prospects buy my products & services or those of my competitors?– Does the web play a role?– Could it play a role?– How do prospects get educated about similar solutions?

3. If a prospect wanted to search the net for a product or service like mine - what would they search for?– Where does my company come up on organic search?– Should we consider a pay-per-click ad?

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Refining your marketing 2.0 strategy

4. Do I know who comes to my site; do they stay; do they return? What do they read on my site and for how long?– Google Analytics is a good starting place

5. Am I giving clients and prospects a platform to interact with us on our site?

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Refining your marketing 2.0 strategy

6. Is there a call-to-action or a way that I can capture a lead?– At the search level– At the site level– Targeted landing pages– Through affinity programs– Advertising– Email campaigns to customers and prospects– Which search referrals result in the most leads and sales?

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Search Engine Marketing taking traditional advertising budget

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Refining your marketing 2.0 strategy

7. How do we nurture leads online?– Do we do regular content / information rich webinars?– Do we do drip campaigns?– Do we need a customer relationship management tool to manage our leads

and client activity?– How should we be integrating offline activities?

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Refining your marketing 2.0 strategy

8. Should we be involved in social media?– Does our audience use social media?– How does social media fit with our other marketing tactics?– Are we prepared for the long term investment?– What are the objectives – better SEO, demonstrate subject matter expertise,

more leads

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Marketing 2.0 world is happening

Presents opportunities and risks for every business

Are you listening or actively participating?

If it isn’t impacting your business, it probably will soon

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More questions?

lance.neale@marqui.comrichard.sharp@marqui.comryan.stocker@marqui.commike.cowan@marqui.com

604.682.7333

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