why marketing automation does not equal strategy by kevin ryan
DESCRIPTION
Searchengineland.Com Summit Session #Smx - Automation (Does Not Equal) Strategy (Or, A Tool Box Does Not A Cabinet Make) Presentation By Kevin Ryan @Kevinmryan Of Motivity Marketing Read articles about search marketing by Kevin Ryan at http://marketingland.comTRANSCRIPT
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TAKING BACK STRATEGY
@KEVINMRYAN
MOTIVITY MARKETING, INC.
Rethink
Probable
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MOTIVITY
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MOTIVITY MARKETING, INC.
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CONTRIBUTION
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DISCUSSION
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What’s going to make it better?
What’s right?
What’s wrong with it?
What got us here?
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MOTIVITY MARKETING, INC.
What got us here?
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MOTIVITY MARKETING, INC.
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Marketing Automation:
An enabling technology that
allows us to remove people so
we can communicate with people
better
GRAPHIC SOURCE: ZUUM SOCIAL
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MOTIVITY MARKETING, INC.
GRAPHIC SOURCE: ZUUM SOCIAL
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CMO’S & TECHNOLOGY
Social media &
analytics top
priorities in
deployment
“We are redirecting
money from advertising
to develop and build
CRM systems,”
Source URL: http://ibm.co/mPno3H
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EXPERIENCE
Customers viewed as targets first, advocates second
Source URL: http://nyti.ms/13ZCdQB http://onforb.es/xahmzo
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MARKETING ANALYTICS SPENDING
Labor remains the single biggest budget item
Source URL: http://gtnr.it/1aDdTve
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MASS TRANSIT
Moving people and data is a complicated process
Source URL: http://gtnr.it/1aDdTve
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MOTIVITY MARKETING, INC.
What’s wrong with it?
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MOTIVITY MARKETING, INC.
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MOTIVITY MARKETING, INC.
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Brand Control
Your Message:
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Brand Control
My Message:
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EXPERIENCE
Customers viewed as targets first, advocates second
Source URL: http://ibm.co/mPno3H
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MOTIVITY MARKETING, INC.
What’s right?
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22
MOTIVITY MARKETING, INC.
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RESOURCES
Cross divisional leadership
Internal team champions
Soften departmental borders
Maintain vertical expertise
Budget to build team, community & knowledge
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PARTNER SELECTION
Industry knowledge
Channel knowledge
Tactical capabilities
Flexible processes
Capabilities & needs
Communication & reporting
Thought leadership
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MOTIVITY MARKETING, INC.
What’s going to make it better?
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26
MOTIVITY MARKETING, INC.
What’s going to make it better?
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ADVICE
Find connections
Build tech around people
Don’t build tech to avoid people
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ADVICE
Data isn’t people
Automation isn’t strategy
Don’t panic
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BUY MY BOOK
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YOU’RE WELCOME!
Contact:
www.motivitymarketing.com
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BREAKsummit sessions continue @ 10:55 am