The New Marketing
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18-Oct-2014 -
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Transcript of The New Marketing
The NEWMarketing
Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1
Old Marketing (pre-web)
Buy advertisingand convince the
media to writeabout you
PUSH Strategy1 Way Conversation
Numbers Game
INTERRUPTION
Deepest Pockets Win
Consumers are interrupted with marketing messages focused on
selling them something
New Marketing
(post web)
Become a publisher by creating and
sharing great content
PULL Strategy2 Way Conversation
Engagement
COMMUNITYBest Content Wins
Consumers are presented with great content that
helps solve their problems
Dynamics of New Marketing are based on…
Web SearchSocial Networks
The argument for great content
The first place most people turn
to solve a problem is the search
engine community
Direct Mail?
TV?
Print Ads?
tradeshows?
The argument for great content
Social networks feast on great
content People love to share cool,
unique and helpful stuff with their friends – the best of
which goes “viral”
What the heck is GREAT content?
Published works or tools that help solve your target
audience’s problems
www.YourWebsite.com
It’s not about YOU…It’s about THEM
content that provides solutions
AND THAT’S EASY TO FIND
delivering anticipated, personal and relevant messages to
people who actually want to get them
Seth Godin
Permission Based Email Marketing
eBooksThe digital media equivalent of a
conventional printed bookWikipedia
WHITE-PAPERSauthoritative reports or guides that often
addresses problems and how to solve themWikipedia
Online Videobecoming the medium of choice to drive
both brand awareness and salesnetboosterasia.com
BlendtecWill it Blend?
Online Toolssoftware applications that provide website users with useful information or help solve a problem
eNewslettersrelevant, themed content sent out regularly
by email to a permission based subscriber list
Blogsfrom the term weblog, is a type of website with regular entries of commentary, descriptions of events, or other material such as graphics or
video, usually on a particular subject Wikipedia
Press Releases
• Send them all the time
• Buyer Appeal
• Keyword-rich copy
• Links in releases
• SEO
• Drive people into your sales process
THE NEW RULES OF PRESS RELEASES
David Meerman Scott
eLearninglearning that is delivered via electronic media
such as email, webinar, online video or podcast
So you have all this GREAT content…
NOW WHAT?
Create a Marketing Friendly
Website
• 79% of users scan the page instead of reading word-for-word
• Only 16% of users read every word
• Reading from computer screens is 25% slower than from paper
• Web content should have 50% of the word count of its paper equivalent
Web Facts
The “Marketing Friendly” Website
Descriptive headings Short paragraphs
Bullet pointsBold text
Concise Copy – cut 50% Simple Language
SEND OUTPress Releases
How does online PR distribution work?
Remember this press release?
Press Release Tools
Start a Permission Based Email Marketing Campaign
EMBRACESocial Media
The New Target Market
Old marketing is based on mass targeting spend ad dollars and use mass media
to push your message out to as many people as possible
New marketing is based on niche targeting create content and use search
engines/social media to engage interested people in your product or service
New Marketing is just the start of the conversation…
Thank You
The NEWMarketing
Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1