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C o l l e g eThe top 5 Changes to Modern Marketing

Marketing Automation & Customer Experience 5th June 2014

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The top 5 changes to Modern Marketing

5. Fragmentation Of Media

28%

4. Shift Of Power From The Brand To The Customer

37%

3. Maturation Of Demand Generation And Lead Nurturing

44%

2. Use Of Social Media In Marketing

61%

1. Ability To Track Marketing ROI Due To Technology

74%

Source: Oracle Eloqua 2

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Top To Bottom: The Digital Marketing Landscape Defined What Modern Marketers believe are the most and least important digital marketing activities:

3%

Other/Mobile

3%

Affiliate Marketing

6% Custom Publishing

41%Social Media

44%

PR, Blogging, Customer

Case Studies

58%Email

Source: Oracle Eloqua3

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C o l l e g e

This Evening’s Agenda

• Tracking ROI

• Social Media

• Demand Generation & Lead Nurturing

• It’s a Customer’s World

• Fragmentation of Media

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Tracking ROI5

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Marketing - The last frontier

Drive by CMO’s to achieve Measurable Return on Marketing Investment:

• Integration of CRM & Marketing automation & better marketing reporting:

➡ Closed loop & Revenue Performance Management reporting

➡ Change in buying behaviour - more online = more measurable

➡ Data Insights - Transactional, Interactional / Engagement, Social, Mobile, Internet of Things

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Social Media7

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“Social media matured by leaps and bounds in 2013. That evolution is expected to continue through 2014 as well, as technology becomes more advanced.”

Giselle AbramovichCMO.com

http://www.cmo.com/articles/2013/12/20/CWTK_social_tools_2014.html

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"It is a good thing that CRM and social are finally able to talk to each other, and

in 2014 brands should be

taking advantage of this

powerhouse way to email

marketing with social." 

Dennis Yu, BlitzMetrics' CEO, is favourable toward Facebook's custom audiences as we head into 2014.

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Social Data & Insight2

Social Engagement & Monitoring3

Social Network4

Social Sites1 Social Marketing5

A five step approach to Social Engagement & Marketing

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Social Sites1 Are you in the right place?

• You need to be where your prospects and customers are.

• Listen before you engage.

• Understand the dynamics of your audience, their likes, dislikes and key topics of discussion.

• Don’t forget blogs in this mix.

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Measure, Measure and Measure

• Use enterprise solutions to capture data.

• Facebook offers the basics

• Google Analytics offers the basics, but you need to get to a point where you know WHO you’re listening to.

Social Data & Insight2

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Social Engagement & Monitoring3 Now it’s time

to engage

• Now that you understand your audience, it’s time to engage and respond.

• Monitoring is about listening with an intent to understand before responding.

• Consider training to ensure your team understands appropriate forms of engagement.

• Monitoring is also about identifying trends and issues i.e. product faults, competitor activity etc.

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Social Network4 Get your wider

team involved

• Do you have plans to “Socially” enable your own team?

• Internal Social Platforms i.e. a Facebook style environment for internal use.

• Training for internal Social Media style engagement is also a consideration.

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Social Marketing5 Let’s get the

party started

• Once you’ve Listened, Analysed and Engaged, you can start to prepare a strategy for Social Marketing

• QANTAS, NYPD

• Take your time, don’t rush at this.

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Demand Generation & Lead Nurturing

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Do you have enough of these?

How are you managing these?

Is the Sales team converting these?

What are you doing with these?17

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What is a “Lead”

• When to nurture?

• Who to nurture?

• Nurture with what?

• Is lead recycling on your radar?

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It’s a Customer’s World19

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The Buyer’s Journey has changed

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cus·tom·er jour·ney map ...visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organisation

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C o l l e g e

When Journey Mapping can be used

• Understanding & diagnosing experiences

• Designing experiences (redesign existing, create new)

• Implementing (as blue prints)

• Communicating (align, train, orient)

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Fragmentation of Media23

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The 5 Principles of Content Management

1. Plan 2. Produce 3. Publish 4. Promote 5. Prove

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Join us next month, Thursday 3rd July for a deep dive into Content Marketing

Marketing Cube Pty Ltd Level 3, 85 William Street, Darlinghurst, NSW, 2010 Australia !Ph: 02 8244 0007 www.marketingcube.com.au

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