not your fathers marketing - how to be a modern marketer

What Is Marketing?

Way, Way Back In The Day

Pre-Historic

BC

1275

Paper Mill

The Era Of Reading & Writing

1275

Paper Mill

Printing Press

1440

The Era Of Reading & Writing

1275

Paper Mill

Printing Press

1440

1605

Newspapers

The Era Of Reading & Writing

1275

Paper Mill

Printing Press

1440

1605

Newspapers

1704

First Ad

The Era Of Reading & Writing

1275

Paper Mill

Printing Press

1440

1605

Newspapers

1910

Magazines

1704

First Ad

The Era Of Reading & Writing

1275

Paper Mill

Printing Press

1440

1605

Newspapers

1910

Magazines1742

First Ad

1704

First Ad

The Era Of Reading & Writing

1863

Regular Mail Delivery

An Industrialized Economy

1863

Regular Mail Delivery

An Industrialized Economy

Direct

Mail

1863

Regular Mail Delivery

Model T

1908

An Industrialized Economy

Direct

Mail

1863

Regular Mail Delivery

Model T

1908

Door-To-Door

Product On The move

An Industrialized Economy

Direct

Mail

1936

1863

Regular Mail Delivery

Model T

1908

1910

Standard Electricity

Door-To-Door

Product On The move

An Industrialized Economy

Direct

Mail

1863

Regular Mail Delivery

Model T

1908

1910

Standard Electricity

Door-To-Door

Product On The move

Everyone

Needs

Appliances!

An Industrialized Economy

Direct

Mail

1863

Regular Mail Delivery

Model T

1908

1910

Standard Electricity

1910

Mass ProductionDoor-To-Door

Product On The move

Everyone

Needs

Appliances!

An Industrialized Economy

Direct

Mail

1863

Regular Mail Delivery

Model T

1908

1910

Standard Electricity

1910

Mass ProductionDoor-To-Door

Product On The move

Everyone

Needs

Appliances!

Departme

nt Stores!

An Industrialized Economy

Direct

Mail

1920

First Radio Station

Golden Age Of Radio

1920

First Radio Station

First Radio Ad

1922

Golden Age Of Radio

1920

First Radio Station

First Radio Ad

1922

1930

Radio Soap Opera

Golden Age Of Radio

1920

First Radio Station

First Radio Ad

1922

1930

Radio Soap Opera

Housewives

as a target

market

Golden Age Of Radio

Avon

Kirby

1920

First Radio Station

First Radio Ad

1922

1930

Radio Soap Opera

1930

Half Of US Homes

Housewives

as a target

market

Golden Age Of Radio

1941

First TV Station

Television Arrives On The Scene

1941

First TV Station

Six US Stations

1946

Television Arrives On The Scene

1960’s

1981

First Personal Computer

The Digital Age Arrives

1981

First Personal Computer

Email For Business

1988

The Digital Age Arrives

1981

First Personal Computer

Email For Business

1988

1990

Cell Phones

The Digital Age Arrives

1981

First Personal Computer

Email For Business

1988

1990

Cell Phones

1991

The World Wide Web

The Digital Age Arrives

1993

Personal Email

The Internet Changes Everything

1993

Personal Email

Search Engines

1995

The Internet Changes Everything

1993

Personal Email

Search Engines

1995

2000

Social Media

The Internet Changes Everything

1993

Personal Email

Search Engines

1995

2000

Social Media

2007

iPhone

The Internet Changes Everything

Which Brings Us To Present Day

1 Trillion+ Pages

1,700+ TV Channels

14,700+ Radio Stations

Internet Ads Everywhere

Surrounded By Ads

What’s A Modern Marketer To Do?

How He Buys

The

Buying

Cycle

Awareness

The

Buying

Cycle

Awareness

Consideration

The

Buying

Cycle

Awareness

Intent

Consideration

The

Buying

Cycle

Purchase

Awareness

Intent

Consideration

The

Buying

Cycle

Awareness

Consideration

Intent

Purchase

So What?

Timing Is Everything

Good Timing

Good Stuff

Marketing Magic

Awareness = Background Music

Awareness = Drum Beat

Neutral

Educational

Entertaining

Not Salesy

Useful

Awareness = Drum Beat

Activities:Sponsorships

Social Media

Blogs

Videos

Community

Infographics

People Think:Conan O’Brien sold out tour with one tweet

What Really HappenedHe had already earned 939,000 Twitter followers

People Think:Conan O’Brien sold out tour with one tweet

Consideration = Birds-’Eye-View

Consideration = Birds-’Eye-View

Soft Sale

Overview

Informative

Activities:Demo Videos

Case Studies

Testimonials

Reviews

Advertising

Consideration = Birds-’Eye-View

SHOW

DON’T

TELL

SHOW

DON’T

TELL

Intent = The Tipping Point

Talk Money

Big Brag

Specific

Hard Sale

Intent = The Tipping Point

Activities:Pricing Sheets

Live Demos

Free Trials

Coupons

Promotions

Intent = The Tipping Point

Activities:Pricing Sheets

Live Demos

Free Trials

Coupons

Promotions

Intent = The Tipping Point

Advertising

Purchase = It’s Not Over

Easy

Fast

Engaging

Friendly

Purchase = It’s Not Over

Activities:Customer Service

Store Appearance

Ease of Purchase

Purchase = It’s Not Over

Three Click Rule

“I tell my employees that we're in the service business, and it's

incidental that we fly airplanes.” Herb Kelleher

So What Exactly Should YOU Do?

Awareness = Constant Conversation Starters

Awareness = Constant Conversation Starters

Happy National Punctuation Day!

5 Tips To Keep Your Home Safe From Thieves

10 Million+ Doughnuts Sold Every Year!

F. Scott Fitzgerald Born On This Day In 1896

Consideration = Unique And Calendar Based

Consideration = Unique And Calendar Based

Consideration = Unique And Calendar Based

Consideration = Unique And Calendar Based

Consideration = Unique And Calendar Based

Intent=Relevant, Compelling, Current

Purchase = Always Be Prepared

Consideration = Unique and calendar based

Intent = Constant, up-to-date, consistent

Purchase =Always be ready

https://commons.wikimedia.org/wiki/File:PSM_V42_D106_Interior_of_an_old_german_paper_mill.jpg

http://www.mosesavalon.com/current-post/printing-press/

http://raglinen.com/index_beginning.html

http://raglinen.com/2010/02/14/the-first-general-interest-magazine-in-history/

https://www.awesomestories.com/asset/view/Legendary-Runner-of-Marathon-Pheidippides

http://www.londonderrynh.net/2010/11/a-brief-history-of-the-united-states-postal-service/28619

http://www.dailymail.co.uk/sciencetech/article-2141765/Bright-sparks-General-Electric-create-LED-lightbulb-22-YEARS.html

https://media.ford.com/content/fordmedia/fna/us/en/news/2013/08/05/model-t-facts.html

http://footage.framepool.com/en/shot/411164662-edgewater-assembly-line-mass-production-fordism

http://www.oobject.com/category/all-10-wienermobiles-through-history/

http://www.mimifroufrou.com/scentedsalamander/2012/04/coty_eye_avon_fragrance_beauty.html

Imgbuddy.com

https://howsweetitwas.wordpress.com/tag/old-time-radio/

http://www.dickpurtan.com/blog/2012/10/2/todays-almanac.html

Madmen

htps://awestruckwanderer.wordpress.com/2014/02/03/glamour-and-envy-remarks-on-the-madness-of-consumerism-with-john-berger/

http://scott-norton.blogspot.com/2014/04/perfectly-timed-photos-3.html

www.cnn.com

www.internetworldstats.com

Eric Schmidt, former CEO of Google

Jeffrey Zeldman’s “Three-Click Rule”,