rethinking marketing: earning vs. buying attention with inbound marketing

rethinking marketing:earning vs buying attention with inbound marketingCMO Congress. Sopot, PolandApril 31st, 2011

Ivan HernandezInbound Marketing Strategy DirectorBrand New Heaven

Photo by: Jacob Joaquin

commitment

why

the world has changed

7

350 million

shift

from mass communications

tomasses of

communicators

from prime timeto

real time

we are connected at a level we have

never been before

“word of mouse”

opportunity

Houston, we have a problem!

Photo by Euclid vanderKroew

focus on the relationships,

not the technologies

people

caring

X

meaningful interactions

attention

buyingX

earning

outbound (“traditional”) marketing

outbound marketing has become less effective at spreading the word as

people get better at blocking these interruptions

inbound marketing

creating content that provides real value to your audience

getting found

interacting and developing relationships with them

3

content

seo socialmedia

content

content is the fundamental element that attracts potential

customers to your business

the goal is to position your business not as a seller of ʻstuffʼ, but as a

reliable and trusted source of information

4

interesting

educates

consistent

Photo by Perrenque

entertaining

shareable

findable

“you are no longer in the marketing department anymore ... now you are in the findability department”Todd Defren

?

search engines is where most of your customers

begin their buying process

SEO

creating remarkable

content

“content is to Google what brains are to zombies”Todd Defren

Photo by: DouG

social media

social media amplifies the impact

of your content

clear business

objectives

nothing aware,no action

singleaction

repeat,enthusiast advocates

Source: Jay Baer

nothing aware,no action

singleaction

repeat,enthusiast advocates

awareness increase sales increase loyalty

Source: Jay Baer

nothing aware,no action

singleaction

repeat,enthusiast advocates

awareness increase sales increase loyalty

Source: Jay Baer

95%

paradigm shift from ...

# to ?(how many) (who)

engage

final thought

“if you have more money than brains, use outbound marketing.if you have more brains than money, use inbound marketing”Guy Kawasaki

withnot

instead of

outbound“traditional”marketing

inboundmarketing+

integrate

go on ...start a movement

thank you!

i.hernandez@brandnewheaven.pl