inbound marketing to get liked (again)

Getting Liked (Again)

Clint Bratton, Affinity ID, 2016

MARKETINGHEYDAYADVERTISING: AN ART BUILT AROUND MEDIACUSTOMERS GO TO SEE SOMETHING THEY LIKEWHILE THERE, ADVERTISERS DISRUPT AND SHOW OUR WARESGENERAL / LARGE TARGET GROUPSFREQUENCY IMPACTS

CUSTOMERS LOVED ITACCESS TO NEW THINGS / NEW CHOICES(SOAP OPERA / TV)

SERIOUS COOL

SOMETHINGHAPPENED

marketing and sales

IMAGE PROBLEM

MORECHOICE

NEW / ON DEMAND CHANNELSAUDIENCES FRAGMENTEDCUSTOMERS INUNDATEDFIGHTING BACKBLOCKING MESSAGESCYNICAL / DISCERNING

THE CUSTOMER HAS TAKEN CONTROL

15 trillion>50%

OWNED MEDIAInstitutions that once had to go through media to deliver information are now themselves media

Andrew Nachison, We Media

““

ENEMIES IN UNLIKELY

PLACES

TOO MUCH

what now?(get liked again)

listen By listening, companies will relearn how to talk. David Weinberger

“ “

delight

relevancycontent + context

People don’t want to be sold.

They want news and information aboutthe things they care about.

Larry Weber

“ “

OUR JOBOur job is to make change. Our job is to interact with them in a way that leaves them better than we found them, more able to get to where they’d like to go

Seth Godin

““

Listen to 3.5 Billion daily searches

If you have more money than brains, you should focus on outbound marketing.

If you have more brains than money, you should focus on inbound marketing

Guy Kawasaki

help

“ “

CONVERSEWITH INDIVIDUALS

Mass marketing is turning into the mass of niches

Chris Anderson

“ “

CONVERSEWITH INDIVIDUALS“ “Mass marketing is

turning into the mass of niches

Chris Anderson

transdata

data

web app

datasocial

data

CONVERSEWITH INDIVIDUALS“ “Mass marketing is

turning into the mass of niches

Chris Anderson

2

2

2

2 2

CONVERSEWITH INDIVIDUALS“ “Mass marketing is

turning into the mass of niches

Chris Anderson

data

trans

webapp

social

2

2

2

2

16

BUILD A RELEVANT DIALOGUEFuse together touch-pointsSingle voice to each customerSearchData collectionReciprocityHelpDelightPre-empt

EMBRACE TECHNOLOGYBUT RESPECT PRIVACY

Transparency and consentSecure dataSafe handling policiesUse DataCareful wording

thanks

affinityid.com.au

clintb@affinityid.com.au

linkedin.com/company/affinityid

Clint Bratton is an authority in blending technology, data and marketing disciplines. He has earned a high standing in the global marketplace from his foresight and work to pioneer Marketing Automation, Social Media, Digital and Ecommerce solutions.

Clint has more than 20 years of industry experience and deservedly won countless marketing effectiveness accolades across the globe.

Today, Clint continues to seek and find marketing innovation that explores the boundaries of technology advancements to better serve Affinity ID’s client base.

Clint Brattonspeaker profile