mozcon & irce debrief

5 Trends Changing the Future of Marketing

Marketing has shifted from campaigns…

…to segments

…but moving to the individual

Where to Focus for Highest ROI…

3  

22%  

SALES  

Sales  ROI  

2  

25%  PR

ODUCT

S  

Product  ROI  

1  

Customer  ROI  

45%  

CUSTOMER

12%  

Marke5ng  ROI  

4  

MARK

ETING  

Personalization & Customization

Research  is  cri=cal  for…  •   Iden&fying  consumer  behaviors  

•   Tailoring  individualized  content  •   Recognizing  consumer  intent  

Don’t Confuse Research with Relationship!

Knowing  about  customers  isn’t  the  same  as  knowing  them  

What Impacts Relationships?

1.  Google’s  changing  algorithms  results  in  [not  provided  

2.  Consumer’s  masking  their  ID  with  glyphs  &  typographies  

1.   Build  Trust:  Show  them  you  know  them  (Engage  vs.  Inform)  

2.   Build  Credibility:  Stop  selling  in  the  places  they  are  learning  

A Wrong Understanding of UX

Earning Trust at Every Touch Point…

•   Social  Media  

•   Content  Marke&ng  

•   Website  &  Pages  

•   Phone  Conversa&ons      •   Email  Marke&ng  

The Sales Funnel Has Changed…

5 Characteristics of Great Content Marketing

Develop  targeted,  educa&onal,  content  portals  

Don’t  just  tell  the  story,  shape  the  story  

Break  from  silos  and  unify  story  through  Chief  Content  Officer  or  Chief  Storyteller  

Target  Content  

Define  the  Market  

Chief  Storyteller  

U&lize  Staff  

Removing  Brand  

Look  for  ways  to  involve  and  engage  staff  in  content  crea&on  

Stories  are  shared  at  much  higher  rates  when  the  brand  is  removed  from  the  story  

CM Isn’t: Omnipresence Marketing

CM Isn’t: Bumper Sticker Marketing

CM Isn’t: Inundation Marketing

CM Isn’t: Repetition Marketing

What is Content Marketing?

DISCONTENT MARKETING DISCONTENT MARKETING

CM: Intentional Marketing

UX: More than meets the eye…

• UX  is  more  than:  • Layout  • Click  paWerns  • Flow  of  our  website(s)  

UX: More than meets the eye…

• UX  is  mul=-­‐touch:  • Includes  online  • Also  includes  offline  

• It  is  the  en&re  customer  experience  

UX: In an online world…

• UX  extends  beyond  the  website,  and  into  every  area  of  a  customer’s  online  experience:  

• SEO  

• Online  communi&es  

• Content  sites  

• Other  communi&es  as  well  

UX: Think outside the box… • When  we  consider  UX,  we  need  to  think  beyond  our  own  website  

• It’s  about…  • Community  &  rela&onships  all  over  the  web  

• Aligning  our  total  customer  experience  online,  in  person,  and  over  the  phone  

• What  happens  a_er  the  customer  clicks  to  our  site  (SUX  –  Search  User  Experience)  

UX  is  all  about  rela&onships!  

UX: Action Steps • Customer  Journey  Maps  

• Map  out  all  our  customer  touch  points  •  Align  our  customer  experience  across  all  channels  

•  Include  personal,  one-­‐on-­‐one  interac&ons    •  Online    •  In  person/over  phone  •  “Back  of  the  house”  interac&ons  

• Brand  and  Customer  Promise  •  Ensure  that  any  promises  we  make  both  implicitly  and  explicitly  are  followed  through  on  across  all  channels  

Your  brand  is  not  what  you  sell.  It’s  how  you  sell  it.  

First  keep  your  promises.  

Then  make  them.  

How  to  keep  your  promises:  

1.  Come  to  terms  with  what  your  brand  REALLY  stands  for  

How  to  keep  your  promises:  

1.  Come  to  terms  with  what  your  brand  REALLY  stands  for  

2.  Determine  how  your  brand  is  (or  isn’t)  reflected  in  your  customer  experience  

How  to  keep  your  promises:  

1.  Come  to  terms  with  what  your  brand  REALLY  stands  for  

2.  Determine  how  your  brand  is  (or  isn’t)  reflected  in  your  customer  experience  

3.  Help  all  staff  discover  the  role  they  play  

How  to  keep  your  promises:  

1.  Come  to  terms  with  what  your  brand  REALLY  stands  for  

2.  Determine  how  your  brand  is  (or  isn’t)  reflected  in  your  customer  experience  

3.  Help  all  staff  discover  the  role  they  play  

4.  Align  your  marke&ng  with  your  actual  customer  experience