Modern Marketing, Demystified | Miva Conference 2010

twitter #mmconf | @fuze

Miva Conference 2010 | session three

Modern Marketing DemystifiedModern Marketing, Demystified.a three segment track presented by

Bryan Landaburu (@fuze)

President

Fuze


Hi. My name is Bryan.Hi. My name is Bryan.


FUZEFUZE


Particulars• A digitally‐led agency est. 2003

• We develop & execute campaigns for clients nationwide that include:– Web, application, system, UI design

– Content Management Systems

– Business process designp g

– E‐mail marketing

– Blog strategy

– Social & mixed media campaignsp g

– E‐Commerce development

– Search Marketing (SEO/PPC)

– Advanced analyticsd a ced a a yt cs

– Traditional creative services


Clients


Recap of yesterday…Recap of yesterday…

Now we are going to talk about marketing and tools.


After the event

http://ifuze.com/miva

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Why did you decide to come to this f dconference, and…

…what did you hope to get out of it?


How was last year for you?How was last year for you?

Are you more or less inspired in 2010?


We’ve learned, a lot.We ve learned, a lot.

so has the rest of the world


Some of the things we’ve learned…• Being complacent , rolling with the herd, gets you no‐place

• Doing nothing, also gets you no‐place

• Your reputation and your brand are criticalp y

• Authenticity and sincerity will always win

• Unless you truly forge a relationship you are only as good as the memory of• Unless you truly forge a relationship, you are only as good as the memory of your last transaction

Thi i di i b k i b i d lf• This is a discussion about marketing, your business, and yourself


Marketing your business or yourself h ld b fshould not be a perfunctory process.

–adjective

1. performed merely as a routine duty; hasty and superficial, courtesy

2. lacking interest, care, or enthusiasm; indifferent or apathetic


Marketing plan vs. business planMarketing plan vs. business plan

Do you have either? Both?


Business is simple, right?

Get ‘em toGet ‘em toFind ‘emFind ‘em Get ‘em

thereGet ‘emthere

Make ‘emcomfortableMake ‘emcomfortable

Sell ‘emsomethingSell ‘em

somethingGet it to ‘em

fastGet it to ‘em

fastBring ‘emback

Bring ‘emback

Get em to tell their friends

Get em to tell their friends

repeatrepeat


How marketing used to be…RadioRadio

TVTVOutdoorOutdoor

Old Corporation

Old Corporation

WebsiteWebsitePrintPrint

PRPRMediaMedia


How marketing looks today…• Control surrendered to

consumers

P l thi

RadioRadioTVTV

WebsiteWebsite

PRPRSOCIALSOCIAL

ContentContent

reviewsreviews

• People say scary things

• Can’t control the conversation

• Power in the hands of a few YourYour

MediaMedia

PrintPrintCommentsComments

REPUTATIONREPUTATION

Power in the hands of a few

• Word of mouth leads to authenticity

Your BrandYour Brand

OutdoorOutdoor

BlogsBlogs

Search Search ConversationConversation

Industry participationIndustry

participation

InfluencersInfluencers

• BOTTOM LINE:you need to be everywhere

MarketingMarketing

Executive visibilityExecutive visibility

ForumsForumsSales funnelsSales funnels

AnalyticsAnalytics

ConversationConversation

you need to be everywhere MobileMobile

CompetitorsCompetitorsSEOSEO

PPCPPC

Landing pagesLanding pages


RadioRadioTVTV

WebsiteWebsite

PRPRSOCIALSOCIAL

ContentContent

reviewsreviews

MediaMediaREPUTATIONREPUTATION

YourYour

PrintPrintCommentsComments

Your BrandYour Brand

OutdoorOutdoor

BlogsBlogsIndustry participationIndustry

participation

InfluencersInfluencers

BrandBrandSearch

MarketingSearch

MarketingConversationConversation

Executive visibilityExecutive visibility

ForumsForumsSales funnelsSales funnels

AnalyticsAnalytics

ForumsForums

MobileMobile

CompetitorsCompetitorsSEOSEO

PPCPPC

Landing pagesLanding pages

Sales funnelsSales funnels


From the merchants this morning• Petstore

– Authenticity

Uniqueness

• Swift– Unified cart

Omniture analytics– Uniqueness

– Focus

• TRX

– Omniture analytics

– Focus in niches (CSN)

– CommissionJunction

– Content generation

– Design

– Decisions based on analytics

– Email marketing & segmentation

Decisions based on analytics (which we will talk about)

– Bounce reports


Can you compareb ?bananas & oranges?the lack of science in making assumptionsg p


Oranges vs. Bananas• Both delicious

• Both healthy

• Bananas– Easy to hold

Easy to open

• If presented in the same manner

– Easy to open

– Good source of potassium

• Orangesmanner…– Which will people like?

– Can you say for sure?

– Pretty

– Easy to hold

– Easy to throw– Based on what?Easy to throw

– Good source of Vitamin C


“I love oranges, so will everyone else.”I love oranges, so will everyone else.

‐The Management (HiPPO)

Ex: Highest Paid Persons Opinion


“I’m not sure we should make the assumption that everyone will loveassumption that everyone will love oranges. Is everyone like you?”

‐ The Minion


“I am online all the time. I’m hip. I shop online, and I’m smarter than you. Hey, who owns this business? Me or you? ySell the oranges.”

‐ The Management


The danger of assumptive decisions…• What if you put all your interest in oranges, because the HiPPO,

agency, etc. told you to?

• What if the HiPPO is wrong?• What if the HiPPO is wrong?

• What are the odds of them being right?

• Should you be taking odds on your business success?Should you be taking odds on your business success?


The results…The results…


The results…• Bananas were taken 10‐1 over oranges

• People only took oranges when bananas were gone

• People asked if we had more bananasp

• People said that oranges were too hard to open and eat

• We ran the test again (with a new bowl of fruit) and got the same results – this validated our testvalidated our test

• Had we run a test on this sample, we could have probably deducted that we should have purchased more bananas and less oranges

• Bananas are cheaper than oranges and we can sell more that means more $• Bananas are cheaper than oranges and we can sell more, that means more $

• Sorry HiPPO, but you are wrong


So what?• I’ve oversimplified a complex situation

• If you don’t test and don’t “know”, then you simply, don’t know.

T ti i f• Testing comes in many forms

• Remove yourself from your decisions…your opinion is one, but there are othersthere are others

• Think like your customer does

• Think about who your customer is – persona definition

• Sometimes things cant be explained


30ish tools in [under]30 minutes30ish tools in [under]30 minutes

a blend of tactics, tools, new, old, yada yada.


E‐mail marketingE mail marketing

Critical piece, why? Because believe it or not, I don’t remember who you are. Aww….sad.


MicroSitesMicroSites

Sometimes you need a specific place to tell a story. For advertising, for niche, to develop more content, SEO…lots of benefits.


Customer example…


Email to Landing Page


Ihateplascotrac.com


TestingTesting

Remember the bananas & oranges.

a/b, multivariate, cross‐browser, eye tracking, heat maps, wow.


Client example – CLPWhat worked best?


ResearchResearch

It’s a vast universe of information out there. Don’t make uninformed decisions. NOTE: your source of information may not be in your own industry/niche.


AnalyticsAnalytics

Absolute necessity…we are just at the beginning.

(fyi – google isnt the only option)


More than tools• Do you track your organic page rank?

• Do you know what your top products are by sales, by channel?

D k h t ROI i PPC t ?• Do you know what your ROI is on your PPC terms?

• Are you looking for click‐fraud?

• Are you reacting to interim interest?• Are you reacting to interim interest?

• Are you customizing your site based on what you know about someone?

• Are you monitoring your competition?

• Analytics are more than hits & visits…obviously


The tried & trueThe tried & true

Send a note. Say thanks. What the hell happened to our manners?


Think about your brandThink about your brand

Its more than a logo…does it need attention?


ProofreadProofread

Its damaging to your reputation.

My pal Brian, Miva…how it hurts you.


Get socialGet social

Yes, blogs, LinkedIn, Twitter, Flickr, Facebook…they matter.

Be responsible, be authentic.


Try creating an eventTry creating an event

Great way to position you as an expert


Other schtuff…Other schtuff…

Ways we stay organized, productive, accountable, have fun, etc.


Q&AQ&A


Reach out and say what’s up

ifuze.com/miva ‐ slides

twitter.com/fuze ‐ twitter

bryanlandaburu.com ‐my blog

[email protected] ‐ email

877‐879‐3893 ‐ phone877 879 3893 phone

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Modern Marketing, Demystified | Miva Conference 2010

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Transcript of Modern Marketing, Demystified | Miva Conference 2010