modern marketing, demystified | miva conference 2010
DESCRIPTION
Segment 3 of 3Modern Markering, Demystified.From process to plan, and the pitfalls of uninformed decisions.45min + 15min Q&ASpeaker: Bryan Landaburu, President, Fuze @fuzeAre you a lucky person? Do you have the one idea to save the world? If so, you may not need marketing. For the rest of the many merchants out there, Marketing is a critical element to business success. Most merchants launched their site with great intent, but few actually have a marketing plan to attract and retain customers. Even if you experienced some success out of the gate, without a consistent marketing effort, bringing new and repeat customers to your store will always have limited success. In this session we will boil down multi-channel marketing to its simplest core. There are countless trends and fads out there. More than buzz words, here we will explore traditional and new media concepts that combine both on and offline tactics, goal setting and ROI tracking. A conceptual framework will be discussed and a number of new tools will be reviewed in the form of 25 tools you simply must take a look at.- Find 'em- Get 'em there- Make 'em comfortable- Sell 'em something- Get it to 'em fast- Bring 'em back- Get 'em to tell their friends- RepeatEmail, PPC, microsites, blogs, landing pages, reputation management, reviews, tried & true methods and 25 tools worth a look (or reintroduction)Visit http://ifuze.com/miva for a full overviewTRANSCRIPT
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twitter #mmconf | @fuze
Miva Conference 2010 | session three
Modern Marketing DemystifiedModern Marketing, Demystified.a three segment track presented by
Bryan Landaburu (@fuze)
President
Fuze
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twitter #mmconf | @fuze
Hi. My name is Bryan.Hi. My name is Bryan.
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twitter #mmconf | @fuze
FUZEFUZE
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twitter #mmconf | @fuze
Particulars• A digitally‐led agency est. 2003
• We develop & execute campaigns for clients nationwide that include:– Web, application, system, UI design
– Content Management Systems
– Business process designp g
– E‐mail marketing
– Blog strategy
– Social & mixed media campaignsp g
– E‐Commerce development
– Search Marketing (SEO/PPC)
– Advanced analyticsd a ced a a yt cs
– Traditional creative services
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twitter #mmconf | @fuze
Clients
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twitter #mmconf | @fuze
Recap of yesterday…Recap of yesterday…
Now we are going to talk about marketing and tools.
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twitter #mmconf | @fuze
After the event
http://ifuze.com/miva
Use this
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twitter #mmconf | @fuze
Why did you decide to come to this f dconference, and…
…what did you hope to get out of it?
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twitter #mmconf | @fuze
How was last year for you?How was last year for you?
Are you more or less inspired in 2010?
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twitter #mmconf | @fuze
We’ve learned, a lot.We ve learned, a lot.
so has the rest of the world
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twitter #mmconf | @fuze
Some of the things we’ve learned…• Being complacent , rolling with the herd, gets you no‐place
• Doing nothing, also gets you no‐place
• Your reputation and your brand are criticalp y
• Authenticity and sincerity will always win
• Unless you truly forge a relationship you are only as good as the memory of• Unless you truly forge a relationship, you are only as good as the memory of your last transaction
Thi i di i b k i b i d lf• This is a discussion about marketing, your business, and yourself
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twitter #mmconf | @fuze
Marketing your business or yourself h ld b fshould not be a perfunctory process.
–adjective
1. performed merely as a routine duty; hasty and superficial, courtesy
2. lacking interest, care, or enthusiasm; indifferent or apathetic
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twitter #mmconf | @fuze
Marketing plan vs. business planMarketing plan vs. business plan
Do you have either? Both?
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twitter #mmconf | @fuze
Business is simple, right?
Get ‘em toGet ‘em toFind ‘emFind ‘em Get ‘em
thereGet ‘emthere
Make ‘emcomfortableMake ‘emcomfortable
Sell ‘emsomethingSell ‘em
somethingGet it to ‘em
fastGet it to ‘em
fastBring ‘emback
Bring ‘emback
Get em to tell their friends
Get em to tell their friends
repeatrepeat
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twitter #mmconf | @fuze
How marketing used to be…RadioRadio
TVTVOutdoorOutdoor
Old Corporation
Old Corporation
WebsiteWebsitePrintPrint
PRPRMediaMedia
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twitter #mmconf | @fuze
How marketing looks today…• Control surrendered to
consumers
P l thi
RadioRadioTVTV
WebsiteWebsite
PRPRSOCIALSOCIAL
ContentContent
reviewsreviews
• People say scary things
• Can’t control the conversation
• Power in the hands of a few YourYour
MediaMedia
PrintPrintCommentsComments
REPUTATIONREPUTATION
Power in the hands of a few
• Word of mouth leads to authenticity
Your BrandYour Brand
OutdoorOutdoor
BlogsBlogs
Search Search ConversationConversation
Industry participationIndustry
participation
InfluencersInfluencers
• BOTTOM LINE:you need to be everywhere
MarketingMarketing
Executive visibilityExecutive visibility
ForumsForumsSales funnelsSales funnels
AnalyticsAnalytics
ConversationConversation
you need to be everywhere MobileMobile
CompetitorsCompetitorsSEOSEO
PPCPPC
Landing pagesLanding pages
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twitter #mmconf | @fuze
RadioRadioTVTV
WebsiteWebsite
PRPRSOCIALSOCIAL
ContentContent
reviewsreviews
MediaMediaREPUTATIONREPUTATION
YourYour
PrintPrintCommentsComments
Your BrandYour Brand
OutdoorOutdoor
BlogsBlogsIndustry participationIndustry
participation
InfluencersInfluencers
BrandBrandSearch
MarketingSearch
MarketingConversationConversation
Executive visibilityExecutive visibility
ForumsForumsSales funnelsSales funnels
AnalyticsAnalytics
ForumsForums
MobileMobile
CompetitorsCompetitorsSEOSEO
PPCPPC
Landing pagesLanding pages
Sales funnelsSales funnels
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twitter #mmconf | @fuze
From the merchants this morning• Petstore
– Authenticity
Uniqueness
• Swift– Unified cart
Omniture analytics– Uniqueness
– Focus
• TRX
– Omniture analytics
– Focus in niches (CSN)
– CommissionJunction
– Content generation
– Design
– Decisions based on analytics
– Email marketing & segmentation
Decisions based on analytics (which we will talk about)
– Bounce reports
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twitter #mmconf | @fuze
Can you compareb ?bananas & oranges?the lack of science in making assumptionsg p
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twitter #mmconf | @fuze
Oranges vs. Bananas• Both delicious
• Both healthy
• Bananas– Easy to hold
Easy to open
• If presented in the same manner
– Easy to open
– Good source of potassium
• Orangesmanner…– Which will people like?
– Can you say for sure?
– Pretty
– Easy to hold
– Easy to throw– Based on what?Easy to throw
– Good source of Vitamin C
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twitter #mmconf | @fuze
“I love oranges, so will everyone else.”I love oranges, so will everyone else.
‐The Management (HiPPO)
Ex: Highest Paid Persons Opinion
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twitter #mmconf | @fuze
“I’m not sure we should make the assumption that everyone will loveassumption that everyone will love oranges. Is everyone like you?”
‐ The Minion
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twitter #mmconf | @fuze
“I am online all the time. I’m hip. I shop online, and I’m smarter than you. Hey, who owns this business? Me or you? ySell the oranges.”
‐ The Management
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twitter #mmconf | @fuze
The danger of assumptive decisions…• What if you put all your interest in oranges, because the HiPPO,
agency, etc. told you to?
• What if the HiPPO is wrong?• What if the HiPPO is wrong?
• What are the odds of them being right?
• Should you be taking odds on your business success?Should you be taking odds on your business success?
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twitter #mmconf | @fuze
The results…The results…
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twitter #mmconf | @fuze
The results…• Bananas were taken 10‐1 over oranges
• People only took oranges when bananas were gone
• People asked if we had more bananasp
• People said that oranges were too hard to open and eat
• We ran the test again (with a new bowl of fruit) and got the same results – this validated our testvalidated our test
• Had we run a test on this sample, we could have probably deducted that we should have purchased more bananas and less oranges
• Bananas are cheaper than oranges and we can sell more that means more $• Bananas are cheaper than oranges and we can sell more, that means more $
• Sorry HiPPO, but you are wrong
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twitter #mmconf | @fuze
So what?• I’ve oversimplified a complex situation
• If you don’t test and don’t “know”, then you simply, don’t know.
T ti i f• Testing comes in many forms
• Remove yourself from your decisions…your opinion is one, but there are othersthere are others
• Think like your customer does
• Think about who your customer is – persona definition
• Sometimes things cant be explained
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twitter #mmconf | @fuze
30ish tools in [under]30 minutes30ish tools in [under]30 minutes
a blend of tactics, tools, new, old, yada yada.
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twitter #mmconf | @fuze
E‐mail marketingE mail marketing
Critical piece, why? Because believe it or not, I don’t remember who you are. Aww….sad.
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
MicroSitesMicroSites
Sometimes you need a specific place to tell a story. For advertising, for niche, to develop more content, SEO…lots of benefits.
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twitter #mmconf | @fuze
Customer example…
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twitter #mmconf | @fuze
Email to Landing Page
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twitter #mmconf | @fuze
Ihateplascotrac.com
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twitter #mmconf | @fuze
TestingTesting
Remember the bananas & oranges.
a/b, multivariate, cross‐browser, eye tracking, heat maps, wow.
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
Client example – CLPWhat worked best?
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twitter #mmconf | @fuze
Client example – CLPWhat worked best?
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
ResearchResearch
It’s a vast universe of information out there. Don’t make uninformed decisions. NOTE: your source of information may not be in your own industry/niche.
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
AnalyticsAnalytics
Absolute necessity…we are just at the beginning.
(fyi – google isnt the only option)
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twitter #mmconf | @fuze
More than tools• Do you track your organic page rank?
• Do you know what your top products are by sales, by channel?
D k h t ROI i PPC t ?• Do you know what your ROI is on your PPC terms?
• Are you looking for click‐fraud?
• Are you reacting to interim interest?• Are you reacting to interim interest?
• Are you customizing your site based on what you know about someone?
• Are you monitoring your competition?
• Analytics are more than hits & visits…obviously
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
The tried & trueThe tried & true
Send a note. Say thanks. What the hell happened to our manners?
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
Think about your brandThink about your brand
Its more than a logo…does it need attention?
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twitter #mmconf | @fuze
ProofreadProofread
Its damaging to your reputation.
My pal Brian, Miva…how it hurts you.
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twitter #mmconf | @fuze
Get socialGet social
Yes, blogs, LinkedIn, Twitter, Flickr, Facebook…they matter.
Be responsible, be authentic.
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
Try creating an eventTry creating an event
Great way to position you as an expert
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
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twitter #mmconf | @fuze
Other schtuff…Other schtuff…
Ways we stay organized, productive, accountable, have fun, etc.
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