emerging marketing trends sept 2010

Emerging Marketing TrendsJulian Mills, Prescient Digital Media

Who is this guy?

• Work with clients to plan, deliver & measure successful intranet and Internet sites

• Experience with a number of organizations

2

Who is this guy?

“Too many printers have failed to communicate the following important information about our business:…transferring data from a raw state onto a piece of paper is a knowledge-driven, high-tech process.”

Session Take-aways

1. Know what you are authentically good at doing2. Perception = permission3. Understand and use social media4. Integrate your activities5. Act on the good ideas

Converging Marketing Trends 22.09.104

Perception?

Change your unit of business*

• From pure product to product-service mix• Money being wasted on printed materials that were

displayed badly or not at all.• Stopped selling individual print jobs.• Began to print promotional material and manage

installation of materials onsite.

*Harvard Business Review, March, 2005

Customer value/permission

• Madden focused on a few companies willing to pay for the enhanced service.

Harvard Business Review, March, 2005

Business results

• “Madden’s revenues grew from $10 million in 1990 to $133 million in 2004, in an industry thought by many to be hopelessly mature.”

Harvard Business Review, March, 2005

Core competencies

Permission

• Conventional printing companies couldn’t respond• Lacked capacity to connect with customers at a

senior level.

Harvard Business Review, March, 2005

Solutions have no inherent value

• “Solutions only derive value from the problems they solve and/or the results they produce. Understanding this guides everything else we do with clients.”

Mahan Khalsa, Let’s Get Real

Web 2.0 (thanks to Shel Holtz) ‏

Conversation-enabled publishing platforms• Blogs, podcasts, Technorati

Social networks• Facebook, LinkedIn, MySpace

Social bookmarking• Delic.io.us, Digg, StumbleUpon

Democratized content networks• Wikipedia, Yahoo! Groups, MyStarbucksIdea

Presence networks (micro-blogging)‏• Twitter, YouAre

Content sharing sites• YouTube, Flickr, ePinions.com

Virtual networking platforms• Second Life, There.com

Social media’s impact

75%75% of Americans use social technology (Forrester)

66%66% of the global intranet population visits social networks (Nielsen)

1,382%1,382%monthly growth rate of Twitter users from Jan. to Feb. 2009

5 billion5 billion minutes spent on Facebook every day

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Traffic Growth

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Who is using social media?

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Social Media in Action

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Social Media in Action

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Social Media in Action

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Social Media in Action

© 2009 Prescient

Integrate your activities

Awareness/Lead Needs Analysis Maintain Relationship• Newsletter• Webinars• Events• Blog• Website (downloads)• Blog• Facebook• LinkedIn• Twitter• YouTube• SlideShare• Public Relations

• Blog• Website (validation)

• Website• Webinar• Newsletter• Blog• LinkedIn

Integrated Marketing

• Print• Database-driven• Individually

targeted• Online• Social Media

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Key messages

• Understand and use social media yourself!

Session Take-aways

1. Know what you are authentically good at doing• Bring your team together and ask them

2. Perception = permission• Ask the most senior contact at your 10 largest

customers how they perceive you and what problems you solve

3. Understand and use social media4. Integrate your activities5. Act on the good ideas

• Assign an individual and a deadline for getting them done

Converging Marketing Trends 22.09.1023

Julian Mills, Prescient Digital Media

jmills@prescientdigital.comwww.PrescientDigital.comhttp://getstrategic.blogware.com

www.Twitter.com/millsj007

Strictly Confidential © 2010 Prescient Digital Media Not For Distribution