Post on 24-Jun-2020
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“This is an essay about what it takes to create and sell something
remarkable. It is a plea for originality, passion, guts and daring.”
Seth Godin
Managing Traditional, Online & Social Media Touchpoints
Topics:
1. What Is Traditional Marketing?
2. What Is Interactive Marketing?
3. New Perspectives in Digital Times
4. Why Should I Care About The Future?
5. Achieving Relevance with Total CRM
"There will always, one can assume, be need for some selling. But the aim of marketing is
to make selling superfluous. The aim of marketing is to know and understand the customer
so well that the product or service fits him (her) and sells itself. All that should be needed
then is to make the product or service available ...". (Peter Drucker)
Key Points:
*The organization’s digital presence should be relevant for users
*Facebook has evolved from a social network to a communication
platform to becoming a social operating system
Key Points:
*Marketing Strategy
* Focuses an organization’s energies & resources on a course of action
* Explains goals & how they will be achieved within a stated
timeframe
* Defines how to successfully engage customers, prospects, &
competitors
“Change isn’t made by asking permission. Change is made by asking forgiveness,
later.” (Seth Godin)
Key Points:
*Outbound marketing builds awareness using tools & techniques
such as telemarketing or television advertising
*Relationship Marketing
*Permission-based Marketing
*Reward-driven Marketing
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• 60% of surveyed
organizations are increasing
interactive (inbound)
marketing budgets by
moving money from
traditional marketing
techniques
• 89% are increasing
interactive (inbound)
funding
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• Traditional techniques of
direct mail, newspapers,
and magazines are
receiving the significant
portion of the marketing
budget decrease
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• The percentage decrease
in these various
traditional marketing
areas that will have
reduced focus and
attention
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• The channels where
organizations are
investing include email
marketing, social
media monitoring, and
SEO
“Networked markets are beginning to self-organize faster than the companies
that have traditionally served them. Thanks to the web, markets are becoming
better informed, smarter, and more demanding of qualities missing from most
business organizations.”
Key Points:
*78% trust the recommendations of others
*Guerrilla Marketing
*Consumer-driven Marketing
* “A sixteen-year-old YouTuber can deliver
us 3 times the traffic in a couple of days
that some excellent traditional media
coverage has over 5 months
* Juicystar07 and new media, we love you!”
* Michael Fox, CEO, Shoes of Prey, blogging
about how 16 year old Blair Fowler (aka
Juicystar07)’s video promoting their
design-your-own-shoes website became
the #1 most commented on and #5 most
viewed video worldwide on YouTube.
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• Tactics include the use
of social media, mobile
media, blogs, &
grassroots promotions
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• Forecast for the
distribution of
interactive spending
• $77 billion by 2016
• 26% of all marketing
spending
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• The allocation of
the search
marketing
components of
search engine
optimization (SEO)
and paid search
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• The allocation for
display advertising
spending
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• Categories of search
engine optimization,
social media, & content
generation
• Each category requires
different focus &
tactics
• All three of these
categories must be
focused on
“Give a person a fish and you feed them for a day; teach that person to use the
internet and they won’t bother you for weeks!”
(Unknown)
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• The
percentage of
users who use
the internet
to buy
products &
services has
risen
from 45% in
2000 to 78%
in 2012
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• Heavy Facebook
users spend $67
• Heavy Twitter users
spend $61
• Medium Twitter users
spend $75 vs. $61 for
• Light Twitter users
outspent Facebook
users $73 to $50
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• 64% of frequent
social media users
trust blog posts by
people they know
or by posts from
friends in
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• Only 21% trust
independent
blogger’s Twitter
streams
• Only 26% trust
company Twitter
streams
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• 64% of
frequent
social media
users believe
that it is
important
when the
dialog is
open to both
positive and
negative
comments
“Someone’s sitting in the shade today because someone planted a tree a long
time ago.”
(Warren Buffet)
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• The average percentage of
organizations using each of
the social for tactical
marketing purposes
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• Potential
areas of
change in
these
areas will
affect
how
organizations
communicate
& interact
with users
“When brands and agencies stop ‘targeting’ and start attracting, then they will
begin to understand social media.” (Ben McConnell)
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• Plans include traditional
CRM, e-CRM, & social
CRM activities &
programs
• Social CRM focuses on
listening to the
customers, analyzing the
relevant conversation &
user-generated contents
to come up with insights,
& develop customer
engagement strategy
using these insights
Topics Discussed:
1. What Is Traditional Marketing?
2. What Is Interactive Marketing?
3. New Perspectives in Digital Times
4. Why Should I Care About The Future?
5. Achieving Relevance with Total CRM
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* Being relevant is important in getting found on
the internet.
* Facebook operates on real data, real people’s
names, real email addresses, real shared
thoughts, tastes, news.
* Marketing strategy is a method of focusing an
organization's energies and resources on a
course of action that can lead to increased
sales and dominance of a targeted market
space.
* Marketing strategy determines the choice of
target market segments, positioning,
marketing mix, and allocation of resources.
* Traditional (outbound) marketing deals with
building awareness of the organization’s
products and services using tools and
techniques such as telemarketing or television
advertising.
* Relationship marketing was defined as a form
of marketing developed from direct response
marketing campaigns which emphasizes
customer retention and satisfaction, rather
than a dominant focus on sales transactions.
* With the growth of the internet and mobile
platforms, relationship marketing has continued
to evolve and move forward as technology opens
more collaborative and social communication
channels.
* Permission marketing is used in e-marketing
where marketers obtain permission and requires
that the prospective customer has either given
explicit or implicit permission for the marketer
to send their promotional message.
* Guerrilla marketing relies on time, energy and
imagination with the objective of creating a
unique, engaging and thought-provoking concept
to generate buzz, and consequently turn viral.
* 90% of individuals who can skip through
television commercials, do. Only 14% of
individuals trust advertisements. However, 78%
of individuals trust the recommendations of
other consumers.
* Dollars will shift from traditional marketing and
advertising channels into social media, email
and mobile marketing.
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* Consumer-driven marketing relies on
customers helping to market an idea, product,
or service by choosing to share something with
their friends.
* Internet (interactive or inbound) marketing
encompasses the use of social media, online
video, search engine optimization, mobile
marketing, paid placements, email marketing,
and displayed ads.
* Optimize the website around keywords that
are relevant to the organization so that the
chances of getting found by people searching
with those keywords will increasingly resulting
in more and better quality leads for the
organization.
* Internet shoppers in all countries examined
are similar in regard to their desire for
convenience, are more impulsive, have more
favorable attitudes toward direct marketing
and advertising, are wealthier, and are
heavier users of both e-mail and the internet.
* On Facebook, heavy users spend on average $67
online, topping the total internet average of
under $50. Members of social networking sites
spend 1.5x more online than the average
Internet user.
* Focus and spending on traditional (outbound)
marketing is declining.
* Relevance is viewed from the perspective of the
user or potential customer.
* Getting found on the internet involves providing
relevant content.