State of the Marketing Union

July 26, 2012 - SoMUThe Marketing Zen Group & The Trade Group

The State of the Marketing Union

Shama Kabani@Shama

The Marketing Zen Group &The Trade GroupFollow on Twitter: #TTGWEB


Agenda• Current Marketing Landscape• Web Marketing: Then and

Now• Google+• Facebook Marketing• Online Marketing

Do’s and Don’ts• What’s Next?

Follow on Twitter: #TTGWEB


A Quick Look at the Landscape• Online shopping continues to grow 184.3 million (US) in 2012.

(Source: eMarketer)• 53.5% of the population and 70.8% of internet users (up 7.1%

from 2011) will watch online video in 2012. (Source: eMarketer)

• Email opens on smartphones and tablets have increased 80% over the last six months. (Source: Litmus)

• 27% of TV sets shipped worldwide in Q1 of 2012 had internet connectivity. (Source: Display Search)



A Quick Look at the Landscape• By 2016, more than half of the dollars spent in US retail will

be influenced by the web. (Source: Forrester Research)• 40% of the accounts and 8% of the messages on social media

sites are spam. (Source: Businessweek)• 91% of online adults use social media regularly. (Source:

Experian)• 73% of smartphone owners access social networks through

apps at least once per day. (Source: Lightspeed Research.)



A Quick Look at the Landscape• 79% ranks events as “important” to their business. (Source:

Constant Contact, 2010)• 77% are currently using social media to market their events, and

another 14% are planning to do so in the next year (Source: Constant Contact, 2012)

• 74% of those using social media to promote their events think its effective (Source: Constant Contact, 2012)

• Facebook is the most popular form of social media; of those using it to market their events 89% report using Facebook, followed by Twitter (66%) and LinkedIn (54%.) (Source: Constant Contact, 2012)



Then & Now

• Google Rewards• Content• Single Platform• Search. Social. Event.• Offline event

• Google Punishes• Content within Context• Multiple Distribution Points• Search -> Social -> Event ->

Lego Marketing• Online legacy

Then Now



Google+



Facebook• The more posts per day, the less

engagement -- when a brand posts twice a day, those posts only receive 57% of the likes and 78% of the comments per post. (Source: Track Social)

• In any given week, less than 0.5% of Facebook fans engage with the brand they are fans of. (Source: Marketing Science)

• Build around their brand http://www.inc.com/jeff-haden/basic-social-media-marketing-mistake-everyone-makes.html

• Utilize Facebook Ads – Sponsored Posts & Promoted Posts


http://www.inc.com/jeff-haden/basic-social-media-marketing-mistake-everyone-makes.html





Do’s and Dont’s

• Lego-style marketing• Find ways to increase

engagement • Amp up offline events so they

turn into online legacies• See your website as an

evolution• Be an editor – use analytics

• Consider your website “complete.”

• Take current rankings for granted

• Put all your emphasis on the numbers of “fans” and “followers”

• Consider any marketing piece to be an island

Do Don’t



Questions?

[email protected]/ShamaKabani

Twitter: @Shama

thank

you!

www.MarketingZen.com

www.TradeGroup.com


mailto:[email protected]

State of the Marketing Union

Technology

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