SPREADING THE CONTENT MARKETING VIRUS

Tom De Baere

@tomdebaere

ADVERTISEMENT OVERLOAD

200 million “Don’t Call”

86% skip TV Ads

44% unopened paper mail

99,9% banners not clicked

90% emails not opened

@tomdebaere

People are becoming blind for on-line advertising

CONTENT OVERLOADEvery 60 seconds…

• 168 Million Emails

• 25+ hours Youtube

• 700.000 search queries

• 1.500 blog posts

• 13.000+ iPhone Apps downloaded @tomdebaere

“BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”.

Michael Brenner, Senior Director of Global Integrated Marketing at SAP.

The Millenial Effect

Source : Buyersphere 2012

up to 30 31-40 41-50 51-60 Older0

10

20

30

40

50

60

Use of social media for information or advice, by age

Use in %

@tomdebaere

THIS IS ABOUT A SHIFT OF POWER

Site centric User centric

Image Transparency

Sales person Buyer

@tomdebaere

MARKETING CHALLENGES

Advertising overloadinterruption marketing

Channel overloadexpanding number of channel choices

Changing Buyer Behaviorsocial and web

@tomdebaere

Changing role of marketing and sales

@tomdebaere

The long listMarketing

Sales

Longlist

Shortlist

Sale !

@tomdebaere

THE LONGLIST

That longlist is less and less influenced by marketing and sales.

@tomdebaere

@tomdebaere

How do we reach people in networks beyond our reach ?

What should organizations do ?

Be where your buyers are

Listen – React – Inspire - Participate

@tomdebaere

What should MARKETING do ?

Create a process to listen & answer, company wide

Plan & Build content with our buyers in mind

Set content free & promote heavily

Help the organisation - social media policy

@tomdebaere

Customers and partners

Marketing Sales Production &

Logistics

Customer Service,

…

>>> TRUST & INTEREST <<<

Answer questions & business issues(with products and content)

This is not about marketing alone

@tomdebaere

REACTING TO THIS CHANGE

• Learn ‘digital’, ‘social’, ‘process’

• Start with ‘Early adopters’ & key users

• Workshops for training, process and organisation

@tomdebaere

WRAP UP

CONTACT ME

@tomdebaerehttp://www.linkedin.com/in/tomdebaerehttps://plus.google.com/u/0/103734974935662967784/