connect cultivate convert
TRANSCRIPT
Copyright © 2013 by IQ Agency
CONNECT, CULTIVATE, CONVERTA Model for the New Marketing
IQ Agency 2015
Copyright © 2014 by IQ Agency
TABLE OF CONTENTS
2
A New Model
Connect
Cultivate
Convert
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2
3
4
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04
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Digital has made marketing pretty complicated. So it’s useful to be able to connect all the dots into a single picture.
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Getting noticed has always been the job of advertising, but advertising is not what it used to be.
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Piece by piece the internet has changed everything about buying and selling.
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• In the past advertising was used to get awareness, make the pitch and deliver qualified buyers
• Now that is often more effective in digital channels
• This means advertising should not try to do all the pitch work anymore
• Advertising should drive people to “owned” digital channels where you can do it much better
DRIVE TO DIGITAL
Copyright © 2014 by IQ Agency 10 * McKinsey & Co
Forget the funnel. The consumer journey is very different now.
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MAP THE JOURNEY• The Consumer Decision
Journey tells you where and when to connect
• Plot the Consumer Decision Journey for each target audience segment or persona
• Identify the key touch points where you should engage
• The Consumer Decision Journey is your guide throughout the customer lifecycle
* McKinsey & Co
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GETTING ATTENTIONConsumers are more demanding and ads alone are not enough anymore. So what are your choices?
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PAID MEDIA*• Traditional paid media is
expensive but still valuable for branding and drive to web
• Digital paid media has the advantage of connecting the viewer with a click
• Paid search captures already active prospects and should be at the top of the list
• Use Paid media only after you’ve maximized Owned & Earned media
* banner ads, TV, radio, print
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OWNED MEDIA* • Maximize your owned media
first
• Point all marketing to your Owned media where you can tell your strongest story
• Social media has the highest influence and trust
• Your Brand Ambassadors spread awareness
* brand website, blog, Facebook and other owned social sites
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EARNED MEDIA* • More than press & PR
• Social is earned
• More likely to create viral and Word Of Mouth
• Influences trust and reputation
* PR, press, social mentions on non-owned social sites, content syndication
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INTEGRATE • All media, channels and
touch-points have to work together
• Each tactic influences the others regardless of channel
• Planning must be channel agnostic
• Execution must be integrated
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Most people are not ready to buy, they need to be cultivated. If a brand waits until the buyer is ready to buy, it’s too late.
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BRANDS ARE NOT IN CHARGEConsumers are the boss so the only way to win is to super serve them.
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BE VALUABLE• Consumers don’t want ads
• They want entertaining, useful, informative content
• Content keeps consumers connected to your brand
• The more personally relevant the content, the more valuable it is
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CAPTURE & LEARN • Accumulate consumer data
to enable more relevant, personalized content
• A CRM* program gets smarter about consumers over time
• A CRM database is a critical marketing asset
• Content driven permission email is the heart of a CRM program
* Customer Relationship Marketing
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POWER TO THE PEOPLESocial communities empower the individual with knowledge and influence
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ENABLE TRUST• Social perception drives
brand preference
• Compelling content influences social communities
• Responsive customer service in social is a prerequisite for a trusted brand
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Convert prospects into qualified leads and deliver to sales. Convert customers into brand ambassadors.
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SALES MACHINESThe next best thing to a great salesperson is a great digital experience
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FOCUS YOUR WEBSITES ON CONVERSION• You have the most control
of your pitch on your brand websites and your social sites.
• It’s where you can make your most compelling case
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THREE PRIMARY SITE MISSIONS
• Shepherd prospects through the value proposition and deliver leads to sales
• Capture prospects into your CRM program and Marketing Automation
• Quickly siphon off all other constituencies to an appropriate experience
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MARKETING AUTOMATION• Marketing Automation
enables personalized communications to prospects
• Tracks activity at the individual level on “owned” media: your website, blog, email etc.
• Provides Marketing Qualified Leads (MQLs) to sales
• Supports attribution
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MAKE CONVERTS
Give your customers reasons to be happy and then ways to spread the joy
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BRAND AMBASSADORS• Brand Ambassadors spread
their enthusiasm and create new prospects and customers
• Enable, equip and motivate these ambassadors to spread their opinions
• Make it easy for them to share in social networks
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CONTENT IS KING ...Queen and the entire court. Brands are in the content business like it or not.
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THE NEW CURRENCY • Content is the currency of
today’s marketing
• Includes video, apps, tools, games, contests, articles etc.
• Content is part of every stage: Connect, Cultivate and Convert
• Invest in a content strategy
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STRONG CONTENT EQUALS STRONG BRAND
• Brands must constantly publish new content to stay fresh and top-of-mind
• Content must be engaging, informative and entertaining – often at the same time
• Content must differentiate the brand
• Consumers expect high quality content
• Content is a big challenge
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CONTENT STRATEGY IS ESSENTIAL
• Mapping the Consumer Decision Journey tells you when and where to talk to consumers
• Content Strategy tells you what to say and how to say it
• Each touchpoint and persona require different messaging strategies
• A Content Strategy considers the evolution of perception through the journey
• Guessing doesn’t work
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THE HUMAN ANALYST
• Get metrics for everything
• Analytics are the interpretation of metrics by analysts
• Analysts find the story in the data
• Analytics enable consumer and product insights
• Results in better attribution & ROI
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THE DASHBOARD• Combining data and analytics from
multiple sources into a single dashboard gives you a holistic view
• A dashboard gives planning and strategy a long view
• Integrating analytics reveals hidden trends and insights
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Connect, Cultivate, Convert; an easy to understand, easy to explain model for the complex new marketing.
Copyright © 2014 by IQ Agency
THANK YOU For more information Call Zevi Soloman at 678-449-2008 [email protected]
www.iqagency.com