inbound marketing to get liked (again)
TRANSCRIPT
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Getting Liked (Again)
Clint Bratton, Affinity ID, 2016
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MARKETINGHEYDAYADVERTISING: AN ART BUILT AROUND MEDIACUSTOMERS GO TO SEE SOMETHING THEY LIKEWHILE THERE, ADVERTISERS DISRUPT AND SHOW OUR WARESGENERAL / LARGE TARGET GROUPSFREQUENCY IMPACTS
CUSTOMERS LOVED ITACCESS TO NEW THINGS / NEW CHOICES(SOAP OPERA / TV)
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SERIOUS COOL
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SOMETHINGHAPPENED
marketing and sales
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IMAGE PROBLEM
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MORECHOICE
NEW / ON DEMAND CHANNELSAUDIENCES FRAGMENTEDCUSTOMERS INUNDATEDFIGHTING BACKBLOCKING MESSAGESCYNICAL / DISCERNING
THE CUSTOMER HAS TAKEN CONTROL
15 trillion>50%
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OWNED MEDIAInstitutions that once had to go through media to deliver information are now themselves media
Andrew Nachison, We Media
““
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ENEMIES IN UNLIKELY
PLACES
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TOO MUCH
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what now?(get liked again)
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listen By listening, companies will relearn how to talk. David Weinberger
“ “
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delight
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relevancycontent + context
People don’t want to be sold.
They want news and information aboutthe things they care about.
Larry Weber
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OUR JOBOur job is to make change. Our job is to interact with them in a way that leaves them better than we found them, more able to get to where they’d like to go
Seth Godin
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Listen to 3.5 Billion daily searches
If you have more money than brains, you should focus on outbound marketing.
If you have more brains than money, you should focus on inbound marketing
Guy Kawasaki
help
“ “
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CONVERSEWITH INDIVIDUALS
Mass marketing is turning into the mass of niches
Chris Anderson
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CONVERSEWITH INDIVIDUALS“ “Mass marketing is
turning into the mass of niches
Chris Anderson
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transdata
data
web app
datasocial
data
CONVERSEWITH INDIVIDUALS“ “Mass marketing is
turning into the mass of niches
Chris Anderson
2
2
2
2 2
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CONVERSEWITH INDIVIDUALS“ “Mass marketing is
turning into the mass of niches
Chris Anderson
data
trans
webapp
social
2
2
2
2
16
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BUILD A RELEVANT DIALOGUEFuse together touch-pointsSingle voice to each customerSearchData collectionReciprocityHelpDelightPre-empt
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EMBRACE TECHNOLOGYBUT RESPECT PRIVACY
Transparency and consentSecure dataSafe handling policiesUse DataCareful wording
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thanks
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affinityid.com.au
linkedin.com/company/affinityid
Clint Bratton is an authority in blending technology, data and marketing disciplines. He has earned a high standing in the global marketplace from his foresight and work to pioneer Marketing Automation, Social Media, Digital and Ecommerce solutions.
Clint has more than 20 years of industry experience and deservedly won countless marketing effectiveness accolades across the globe.
Today, Clint continues to seek and find marketing innovation that explores the boundaries of technology advancements to better serve Affinity ID’s client base.
Clint Brattonspeaker profile