marketing in the cloud
Post on 30-Nov-2014
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Marketing in the Cloud
David Cancel
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“In God we trust; all others must bring data.”
- W. Edwards Deming
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The Big Problem
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“The average conversion rate whether you're selling elephants or iPods.”
2%
Avinash Kaushik - Analytics Evangelist, Google
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Shift from Outbound to Inbound didn’t fix this problem
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Next Shift in Marketing is Focused on Fixing this Problem.
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The Next Paradigm Shift
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1995 Today
Outbound• “Visitors” not People• Display & Search Advertising• What’s a Conversion?• Website• Get more Pageviews
1st Generation
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The Next Paradigm Shift
9
1995 Today
Outbound• “Visitors” not People• Display & Search Advertising• What’s a Conversion?• Website• Get more Pageviews
1st Generation
Inbound• “Leads” not People• Content Generation• SEO Black Magic Hacks• Convert via Brute Force• Acquisition not Conversion• Website + Social Media• Get more Leads
2nd Generation
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The Next Paradigm Shift
9
1995 Today
Outbound• “Visitors” not People• Display & Search Advertising• What’s a Conversion?• Website• Get more Pageviews
1st Generation
Inbound• “Leads” not People• Content Generation• SEO Black Magic Hacks• Convert via Brute Force• Acquisition not Conversion• Website + Social Media• Get more Leads
2nd Generation
Lifecycle• People & Customers• The Message is the Product• Service not Marketing• Referrals not Affiliates • Conversion not Acquisition• Your Brand is Everywhere• Get more Customers
3rd Generation
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PassionateCompany
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PassionateCustomer
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PassionateService
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Pillars of Lifecycle Marketing
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RelevantMarketing
CustomerService
CustomerAnalytics
Cloud Foundation
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IncreasingFragmentation
Internal Customer Database
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Internal Customer Database
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Is your Web Analytics Lifecycle Ready?
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The Goal: Happy Customers
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