modern marketing, simplified from nevada interactive media conference 2010
DESCRIPTION
Session presented in 1hr by Bryan Landaburu, president of Fuze. Session title is: Modern Marketing, Simplified. Topics covered are fundamentals of modern marketing, trending topics (like real time search, site and search retargeting), Bryan's Bananas & Oranges story, a look at testing, email marketing, and a whole bunch of tools that any business should be looking at.TRANSCRIPT
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Nevada Interactive Media Summit 2010
Modern Marketing SimplifiedModern Marketing, Simplified.presented by
Bryan Landaburu (@fuze)
President
Fuze
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Hi. My name is Bryan.Hi. My name is Bryan.
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FUZEFUZE
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Particulars• A digitally‐led agency est. 2003
• We develop & execute campaigns for clients nationwide that include:– Web, application, system, UI design
– Content Management Systems
– Business process designp g
– E‐mail marketing
– Blog strategy
– Social & mixed media campaignsp g
– E‐Commerce development
– Search Marketing (SEO/PPC)
– Advanced analyticsd a ced a a yt cs
– Traditional creative services
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Clients
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Why did you decide to come to this f dconference, and…
…what did you hope to get out of it?
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How was last year for you?How was last year for you?
Are you more or less inspired in 2010?
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We’ve learned, a lot.We ve learned, a lot.
so has the rest of the world
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Some of the things we’ve learned…• Being complacent , rolling with the herd, gets you no‐place
• Doing nothing, also gets you no‐place
• Your reputation and your brand are criticalp y
• Authenticity and sincerity will always win
• Unless you truly forge a relationship you are only as good as the memory of• Unless you truly forge a relationship, you are only as good as the memory of your last transaction
Thi i di i b k i b i d lf• This is a discussion about marketing, your business, and yourself
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Marketing your business or yourself h ld b fshould not be a perfunctory process.
–adjective
1. performed merely as a routine duty; hasty and superficial, courtesy
2. lacking interest, care, or enthusiasm; indifferent or apathetic
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Business is simple, right?
Get ‘em toGet ‘em toFind ‘emFind ‘em Get ‘em
thereGet ‘emthere
Make ‘emcomfortableMake ‘emcomfortable
Sell ‘emsomethingSell ‘em
somethingGet it to ‘em
fastGet it to ‘em
fastBring ‘emback
Bring ‘emback
Get em to tell their friends
Get em to tell their friends
repeatrepeat
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How marketing used to be…RadioRadio
TVTVOutdoorOutdoor
Old Corporation
Old Corporation
WebsiteWebsitePrintPrint
PRPRMediaMedia
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How marketing looks today…• Control surrendered to
consumers
P l thi
RadioRadioTVTV
WebsiteWebsite
PRPRSOCIALSOCIAL
ContentContent
reviewsreviews
• People say scary things
• Can’t control the conversation
• Power in the hands of a few YourYour
MediaMedia
PrintPrintCommentsComments
REPUTATIONREPUTATION
Power in the hands of a few
• Word of mouth leads to authenticity
Your BrandYour Brand
OutdoorOutdoor
BlogsBlogs
Search Search ConversationConversation
Industry participationIndustry
participation
InfluencersInfluencers
• BOTTOM LINE:you need to be everywhere
MarketingMarketing
Executive visibilityExecutive visibility
ForumsForumsSales funnelsSales funnels
AnalyticsAnalytics
ConversationConversation
you need to be everywhere MobileMobile
CompetitorsCompetitorsSEOSEO
PPCPPC
Landing pagesLanding pages
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RadioRadioTVTV
WebsiteWebsite
PRPRSOCIALSOCIAL
ContentContent
reviewsreviews
MediaMediaREPUTATIONREPUTATION
YourYour
PrintPrintCommentsComments
Your BrandYour Brand
OutdoorOutdoor
BlogsBlogsIndustry participationIndustry
participation
InfluencersInfluencers
BrandBrandSearch
MarketingSearch
MarketingConversationConversation
Executive visibilityExecutive visibility
ForumsForumsSales funnelsSales funnels
AnalyticsAnalytics
ForumsForums
MobileMobile
CompetitorsCompetitorsSEOSEO
PPCPPC
Landing pagesLanding pages
Sales funnelsSales funnels
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Trending topics…
Real‐time Search,Personalized Searchstandback, it’s a firehose.
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Trending topics…
Search & Site RetargetingSearch & Site Retargeting
Advertising 301
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Can you compareb ?bananas & oranges?the lack of science in making assumptionsg p
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Oranges vs. Bananas• Both delicious
• Both healthy
• Bananas– Easy to hold
Easy to open
• If presented in the same manner
– Easy to open
– Good source of potassium
• Orangesmanner…– Which will people like?
– Can you say for sure?
– Pretty
– Easy to hold
– Easy to throw– Based on what?Easy to throw
– Good source of Vitamin C
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“I love oranges, so will everyone else.”I love oranges, so will everyone else.
‐The Management (HiPPO)
Ex: Highest Paid Persons Opinion
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“I’m not sure we should make the assumption that everyone will loveassumption that everyone will love oranges. Is everyone like you?”
‐ The Minion
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“I am online all the time. I’m hip. I shop online, and I’m smarter than you. Hey, who owns this business? Me or you? ySell the oranges.”
‐ The Management
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The danger of assumptive decisions…• What if you put all your interest in oranges, because the HiPPO,
agency, etc. told you to?
• What if the HiPPO is wrong?• What if the HiPPO is wrong?
• What are the odds of them being right?
• Should you be taking odds on your business success?Should you be taking odds on your business success?
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The results…The results…
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The results…• Bananas were taken 10‐1 over oranges
• People only took oranges when bananas were gone
• People asked if we had more bananasp
• People said that oranges were too hard to open and eat
• We ran the test again (with a new bowl of fruit) and got the same results – this validated our testvalidated our test
• Had we run a test on this sample, we could have probably deducted that we should have purchased more bananas and less oranges
• Bananas are cheaper than oranges and we can sell more that means more $• Bananas are cheaper than oranges and we can sell more, that means more $
• Sorry HiPPO, but you are wrong
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So what?• I’ve oversimplified a complex situation
• If you don’t test and don’t “know”, then you simply, don’t know.
T ti i f• Testing comes in many forms
• Remove yourself from your decisions…your opinion is one, but there are othersthere are others
• Think like your customer does
• Think about who your customer is – persona definition
• Sometimes things cant be explained
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30ish tools in [about]30 minutes30ish tools in [about]30 minutes
a blend of tactics, tools, new, old, yada yada.
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E‐mail marketingE mail marketing
Critical piece, why? Because believe it or not, I don’t remember who you are. Aww….sad.
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MicroSitesMicroSites
Sometimes you need a specific place to tell a story. For advertising, for niche, to develop more content, SEO…lots of benefits.
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Customer example…
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Email to Landing Page/Microsite
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ihateplascotrac.com
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TestingTesting
Remember the bananas & oranges.
a/b, multivariate, cross‐browser, eye tracking, heat maps, wow.
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People decide if they like what they l l h dsee online in less than 1 second
Credibility and trustworthiness is determined in 6‐8 seconds
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In those 6 seconds…
Do I trustDo I trust What do youWhat do you What shouldWhat shouldDo I trust you?
Do I trust you?
What do you do?
What do you do?
What should I do next?
What should I do next?
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Client example – CLPWhat worked best?
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Client example – CLPWhat worked best?
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ResearchResearch
It’s a vast universe of information out there. Don’t make uninformed decisions. And remember, your best source of information may not be in your own industry/niche.
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AnalyticsAnalytics
Absolute necessity…we are just at the beginning.
(fyi – google isnt the only option)
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More than tools• Do you track how your site is trending?
• Do you know what your top products are by sales, by channel?
D k h t ROI i PPC t ?• Do you know what your ROI is on your PPC terms?
• Are you looking for click‐fraud?
• Are you reacting to interim interest?• Are you reacting to interim interest?
• Are you customizing your site based on what you know about someone?
• Are you tracking what people say about you/your brand?
• Are you monitoring your competition?
• Analytics are more than hits & visits and 1‐size does not fit all
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The tried & trueThe tried & true
Send a note. Say thanks. What the hell happened to our manners?
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Think about your brandThink about your brand
Brand is more than a logo…does it need attention?
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ProofreadProofread
It’s damaging to your reputation.
My pal Brian, Miva…how it hurts you.
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Get socialGet social
Yes, blogs, LinkedIn, Twitter, Flickr, Facebook…they matter.
Be responsible, be authentic.
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Try creating an eventTry creating an event
Great way to position you as an expert
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Other schtuff…Other schtuff…
Ways we stay organized, productive, accountable, have fun, etc.
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Q&AQ&A
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In case you want to reach out and say what’s up…
Drop me your business card if you want these slides. Or give us a jingle…
twitter | twitter.com/fuze
my blog | bryanlandaburu.com
Email | [email protected]
phone | 877‐879‐3893
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