spreading the content marketing virus
DESCRIPTION
Buyers have become blind for advertisements, on and offline. They have access to an enormous amount of content and communication channels. They are active on social media networks, and are turning to these networks for advice and information. How do your react as an organization to these changesTRANSCRIPT
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/