Avoid Being Left Behind
Trends, Insights & Recommendations for Marketing in the New Era
Evolution of Marketing
B.C. – 1950 1950 - 2000 2000 - present
1:1 1: many Many: many
Buyer Behavior Has Changed
The Purchase Funnel is No Longer a Funnel
Traditional View of Buyer Behavior
Source: McKinsey & Company, all rights reserved.
Consumer Decision Journey
Source: McKinsey & Company, all rights reserved.
Marketing Tactics by Decision Stage
Source: McKinsey & Company, all rights reserved.
- SEO - PPC - Email - Social media
Marketing Hub:- Website- Content
- Broadcast ads- Outdoor ads- Banner ads- Print ads- PR
- Promotions- Merchandising- Sales tools
- Online reviews - Video testimonials - Referrals
Sources of Consumer Trust
Source: Forrester Research, All Rights Reserved.
Consumers trust friends, family, & personal experience more than ads or strangers
Trust is required to acquire buyers
Trust is built through engagement
The New Normal: Engagement
“Are you buying momentary attention or are you investing in a long term asset? Stop renting an audience – build one.” - Seth Godin, best-selling author
“Don’t interrupt what people are interested in – become what people are interested in.” – Jeff Lanctot, Avenue A / Razorfish
A Resulting Paradigm Shift
Old Communications Model
Messaging: one-way messages, brand dictates topics, infrequent distribution, no feedback
Approach: brand finds the audience (push)
Tactics: Offline advertising Traditional PR Direct mail Email “blasts”
New Communications Model
Messaging: two-way dialogue, buyers dictate the topics, frequent distribution, continual feedback,
Approach: audience finds the brand (pull)
Tactics: Digital ads (search-driven) Online journalists/bloggers Social media Triggered email (lead
nurturing) Content
Peers More Credible Than Brands
Source: The Company Behind the Brand: In Reputation We Trust, Weber Shandwick
Consumers are Digital – Are You?
93% of online experiences begin with a search engine
88.1% of US internet users ages 14+ will browse or research products online in 2012.
Search & email are the Top 2 Internet activities
Inbound leads cost 61% lower than outbound leads.
Companies that blog have 434% more indexed pages (and more leads).
70% of the links searchers click are organic (SEO)
30% of customers come from search
75% of searchers never scroll past the first page of search results.
Google owns 65-70% of the search engine market share
There are over 100 billion global searches being conducted each month.
Sources: MarketingSherpa, GroupM, MarketingCharts, SEMPO, Google, Hubspot
How Consumers Behave Online
According to BIA/Kelsey Group research published March 2013, 97% of consumers now use online media when researching products or services in their local area.
Online behavior trends: 7.9 different media sources used during buying cycle:
90% use search engines
48% use Internet Yellow Pages
25% use vertical sites
42% use comparison shopping engines
58% use online coupons 19% make appointments online
Impact on Traditional Media
Print Decline in subscribers (151 newspapers closed in 2010, 152 in 2011)
Digital Shift: web news sites (e.g. MySA) that include digital advertising
Television In 2012, US had 5MM “zero TV households” (up from 2MM in 2007)
68% are watching 1-5 hours/week via apps on mobile devices
TV watching by 18-24 age group declined every quarter in since Q1 2011
Digital Shift: online streaming shows (Hulu, YouTube), online content
Radio Overall listener audience sizing is flat (decline in AM/FM, increase in online
radio)
Digital Shift: streaming services (Pandora), cable radio (Sirius XM)
Implications for Marketers
Marketers are now facilitators of conversations
Marketers must “put a face on their brand” and learn to be personable/engaging
Marketers need to build their own platform to deliver relevant content to attract/build loyal followers instead of paying someone else to interrupt their audience with ads (thus, marketers must now think like a publisher)
Digital media is about “who” -- not “how many”
