Presented by Quinn Whissen

A New Paradigm for Marketing

nkah c i g

@QuinnCWbit.ly/humanhack

Marketing Manager for Vertical Measures

Content Marketer

Graphic Designer

Co-Founder of This Could Be PHX

Community Activist

Entrepreneur at Heart

@QuinnCW #DSP15

@QuinnCW #DSP15

“…anything that solves an everyday problem in

an inspired, ingenious manner”

nkah c i g

@QuinnCW #DSP15

“[Growth hackers] are a hybrid of marketer and coder, one who looks at the

traditional question of 'How do I get customers for my product?' and answers with

A/B tests, landing pages, viral factor, email deliverability, and Open Graph.

-Andrew Chen

nkah c i g

engineering

focus on product

prioritization

exploration

platforms

free tools

@QuinnCW #DSP15

did we get here and are we

going?

@QuinnCW #DSP15

(1860’s – 1920’s)Mass production increased

availability of consumer goods, aim to lower costs

Production Era

(1940’s-60’s)The age of the “Mad Men”

marketing department with clever taglines, the

four P’s – product became the thing, aspirational

marketing

Marketing Department Era

(Way Back – 1850’s)Limited supply, sold

surplus of what we created

Trade Era

(1920’s-1940)Dale Carnegie – Sales! Influence!

Era of traveling salesmen who focused on price due to product

commoditization

Sales Era

(1960’s-90’s)All about the brand, integrated

marketing, globalization, customer-focused

Marketing Company Era

(1997-2014)CRM, “right message, right

person, right time,” Customized messaging to specific people, Internet!

Social Media!

Relationship Era

@QuinnCW #DSP15

(2015 – Onward)Integrated campaigns

Immersive experiencesNon-interruptive strategies

Un-siloed marketing departmentsPersonalized, long-term relationships

“Marketing first” – Seth GodinAuthenticity – No BS

Truth, Honesty, RealityMore reliance on peer recommendations, less on messaging

Collaboration EraExperiences EraEngagement Era

@QuinnCW #DSP15

“Now, relationships are created with

not people.”

-Jay Baer

@QuinnCW #DSP15

93% of all consumers use search prior to

making a purchase

93%

86% of searchers conduct non-

branded queries

86%

90%+ of buyers click on organic links vs. the sponsored ads

90%

@QuinnCW #DSP15

46%

26%

28%Inspire Me

Educate Me

Answer Me

About.com Study

@QuinnCW #DSP15

nkah c i g

@QuinnCW #DSP15

@QuinnCW #DSP15

nkah c i g

@QuinnCW #DSP15

Ingenious methods of reaching people online to provide them with what

they want, in a way they want it, when they want it, in order to create a

long term, collaborative, and profitable relationship

nkah c i g

@QuinnCW #DSP15

Content marketing is the art of

providing relevant, useful content to your customers

without selling or interrupting them.

Instead of pitching your products or services, you are

delivering information that

makes your customers more informed before

they buy.

If you deliver consistent,

ongoing valuable information to

your customers, they ultimately

reward you with their business

and loyalty.

Humans are searching for that helps

them make an informed decision.

Organizations that provide that information -

@QuinnCW #DSP15

This is a 30 day ROI.

@QuinnCW #DSP15

@QuinnCW #DSP15

There is nothing to do there.

Downtown is not cool.

Scottsdale/Tempe/xyz are so much better.Nothing is open except during work hours.

There is no parking.

Downtown is not a safe place to be.

It is a ghost town.

ThisCouldBePHX.com

@QuinnCW #DSP15

What questions do you get asked

Conversion Optimization

A/B Testing Personalization

SEO Audits

Backlink Analysis

Content Audits

Calls-to-Action

Repurposing

Automation

Personas

@QuinnCW #DSP15

Every moment is a .

@QuinnCW #DSP15

It takes courage to give away something of

value without the expectation of

immediate return

It takes courage to trust that your

customers and prospective

customers will reward you with

attention and sales and loyalty at

some point in the future

It takes courage to play the long

game, not the short game

@QuinnCW #DSP15

When people visit our website or engage with

us online, do we help solve their problems

in the world?

@QuinnCW #DSP15

The companies that truly understand these principles

are the ones doing

@QuinnCW #DSP15

“Waiting for perfect is never as smart as

-Seth Godin

Tweet: NEW Content Marketing book is FREE at http://vert.ms/cmworks #DSP15

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