rethinking marketing: earning vs. buying attention with inbound marketing
TRANSCRIPT
rethinking marketing:earning vs buying attention with inbound marketingCMO Congress. Sopot, PolandApril 31st, 2011
Ivan HernandezInbound Marketing Strategy DirectorBrand New Heaven
Photo by: Jacob Joaquin
commitment
why
the world has changed
7
350 million
shift
from mass communications
tomasses of
communicators
from prime timeto
real time
we are connected at a level we have
never been before
“word of mouse”
opportunity
Houston, we have a problem!
Photo by Euclid vanderKroew
focus on the relationships,
not the technologies
people
caring
X
meaningful interactions
attention
buyingX
earning
outbound (“traditional”) marketing
outbound marketing has become less effective at spreading the word as
people get better at blocking these interruptions
inbound marketing
creating content that provides real value to your audience
getting found
interacting and developing relationships with them
3
content
seo socialmedia
content
content is the fundamental element that attracts potential
customers to your business
the goal is to position your business not as a seller of ʻstuffʼ, but as a
reliable and trusted source of information
4
interesting
educates
consistent
Photo by Perrenque
entertaining
shareable
findable
“you are no longer in the marketing department anymore ... now you are in the findability department”Todd Defren
?
search engines is where most of your customers
begin their buying process
SEO
creating remarkable
content
“content is to Google what brains are to zombies”Todd Defren
Photo by: DouG
social media
social media amplifies the impact
of your content
clear business
objectives
nothing aware,no action
singleaction
repeat,enthusiast advocates
Source: Jay Baer
nothing aware,no action
singleaction
repeat,enthusiast advocates
awareness increase sales increase loyalty
Source: Jay Baer
nothing aware,no action
singleaction
repeat,enthusiast advocates
awareness increase sales increase loyalty
Source: Jay Baer
95%
paradigm shift from ...
# to ?(how many) (who)
engage
final thought
“if you have more money than brains, use outbound marketing.if you have more brains than money, use inbound marketing”Guy Kawasaki
withnot
instead of
outbound“traditional”marketing
inboundmarketing+
integrate
go on ...start a movement