The (Incomplete, Completely Adaptable) Rules of Modern Marketing
55
The (Incomplete, Entirely Adaptable) Rules of Modern Marketing John Lane Chief Strategy Officer
Transcript of The (Incomplete, Completely Adaptable) Rules of Modern Marketing
The (Incomplete, Entirely Adaptable)Rules of Modern Marketing
John Lane Chief Strategy Officer
@johnvlane | @centerline
@johnvlane | @centerline
@johnvlane | @centerline
Why do we need new rules? (And why is this dude allowed to talk about them?)
?
?
70% of the buyer’s journey is over before the first sales touch.
Corporate Executive Board Marketing Leadership Study, 2011
The average shopper uses sources before buying; twice as much as in years past.
5.27
10.4
2010 2011
http://www.zeromomentoftruth.com/
@johnvlane | @centerline
Brand Goals
Open-Ended Personas
Storylines
ChannelsContributors
Journalistic Process
Feedback LoopsAn Agile
Marketing Framework
aThe Ability
To Rapidly Act With Valuable Content
The Old Thinking:
The 4 Ps of Marketing…
@johnvlane | @centerline
The New Rule:
Value (useful info) > 4 Ps
@johnvlane | @centerline
@johnvlane | @centerline
Create New Math
World Relevance
Age + Accuracy + Utility + Channel Distribution
Brand Relevance
Message + Design + Effectiveness
@johnvlane | @centerline
The Old Thinking:
Messaging + Advertising
@johnvlane | @centerline
The New Rule:
Storylines + Content
@johnvlane | @centerline
@johnvlane | @centerline
Cognitive Ease vs. Cognitive Strain
@johnvlane | @centerline
The Old Thinking:
Budgets Define Strategy
@johnvlane | @centerline
The New Rule:
Audiences Define Strategy
Install a Pebble Tile Accent WallThe bathroom can be a inviting beautiful room that can add a lot to your home with just a few simple changes, such an a pebble tile accent wall.
Persona Creation - A Starting Point!
@johnvlane | @centerline
Who The Hell Are These People, Really?
@johnvlane | @centerline
What’s so funny?
And why doesn’t she get the joke?
@johnvlane | @centerline
Who The Hell Are These People, Really?
Feedback Loops + Iteration
@johnvlane | @centerline
The Old Thinking:
Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
“
@johnvlane | @centerline
The New Rule:
(Nearly) Everything Is Measurable
@johnvlane | @centerline
A. 1.39% Conversion B. 13.13% Conversion
Content Experiments: Finding Your Cadence
@johnvlane | @centerline
@johnvlane | @centerline
Which brings up another cool topic…
@johnvlane | @centerline
ROI
ROI(GAIN FROM INVESTMENT - COST OF INVESTMENT)
COST OF INVESTMENT=
This is the equation used by the NBA to calculate Player Efficiency Rating (PER).
This is the equation proposed by one social media agency to calculate the value of a fan.
@johnvlane | @centerline
Measurement Hierarchy For Content MarketingAWARENESS ENGAGEMENT LEAD GEN / SALES SERVICE / ADVOCACY
TRAFFIC
SHARE OF VOICE
CONVERSION RATE
DIRECT RESPONSE
PIPELINE
ROI
RESOLUTION
Clicks • Page Views • Repeat Visits • Content Views • Embeds
Likes • Favorites • Followers • Fans • Retweets • Comments • Cross Links
Referrals • Downloads • Subscriptions • Registrations • Time to First Sales Touch • Conversion to Opportunity Rate
Opens • Direct Messages • Chat • Email • Calls
Leads • Lead Quality • Lead Duration • Lead Age • Conversations • Sales Total Program-Sourced Pipeline • Pipeline x Likelihood of Close
Customer Lifetime Value (CLV) • Close Rate • Average Deal Size • Program-Sourced Revenue • Program-Influenced Revenue • Revenue Expected / MQL
Inquiries • Response Time • Satisfaction
The Old Thinking:
A Brand Is A Brand
@johnvlane | @centerline
The New Rule:
A Brand Is A Discussion Point
@johnvlane | @centerline
@johnvlane | @centerline
@johnvlane | @centerline
What Does Quality Mean?
@centerline
Utility x Inspiration x Empathy = Quality Content
(Notice the lack of “design” in the equation.)
@johnvlane | @centerline
Brand Goals
Open-Ended Personas
Storylines
ChannelsContributors
Journalistic Process
Feedback LoopsAn Agile
Marketing Framework
a
@johnvlane | @centerline
Thank You!Let’s keep the conversation going…
twitter.com/johnvlane linkedin.com/in/johnvlane instagram.com/johnvlane
