Download - Making An Impact: It's Not What, But When
MAKING AN IMPACTIT’S NOT WHAT, BUT WHEN
PRESENTER: JAKE FINKELSTEIN (@TUNDRO)FOUNDER/CEO OF METHOD SAVVY (@METHODSAVVY / METHODSAVVY.COM)
FEBRUARY 27, 2014
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The process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.
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Retweets: 83,961Favorited: 48,800New Followers: 6,000+Media Value: Worth Millions
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DOES IT MAKE YOU MONEY?
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CAN YOU PROVE IT?
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DECISION MAKING PROCESS HYPOTHESIS
Advertising and Promotion: An Integrated Marketing Communications PerspectiveBy: George Belch, Michael A. Belch, Gayle Kerr, Irene Powell (2008)
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Discoverability Credibility
Timeliness
ACTION
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
The decision-making process is now a circular journey with four phases: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and postpurchase, when consumers experience them.
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
Faced with a plethora of choices and communications, consumers tend to fall back on the limited set of brands that have made it through the wilderness of messages.
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
Two-thirds of the touch points during the active-evaluation phase involve consumer-driven activities such as Internet reviews and word-of-mouth recommendations from friends and family.
INITIAL CONSIDERATION
Content Marketing
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(DISCOVERABILITY)
INITIAL CONSIDERATION
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(DISCOVERABILITY)
ACTIVE EVALUATION
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(CREDIBILITY)
ACTIVE EVALUATION
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(CREDIBILITY)
PURCHASE
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(TIMELINESS)
PURCHASE
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(TIMELINESS)
POST- PURCHASE
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(LOYALTY)
http://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/
TAKE A DATA-DRIVEN APPROACH
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COLLECTDATA
INTEGRATEDATA
ANALYZEDATA
DEPLOYCAMPAIGN
OPTIMIZETACTICS
MEASURERESULTS
INFORMED
STRATEGY
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