Download - The Fine Art and Hard Science of Marketing
Marla Schuchman www.thethreesheep.com
The Fine Art and Hard Scienceof Marketing
Art
Sourc
e: Eri
k K
wakkel
Science
Creativity Practice Experimentation
Facts & Figures Strategic
Planning
Marketing is reaching a relevant audience and encouraging them
totake an action that will benefit your business.
The Worst Areaof Business?
The Worst Areaof Business
“Everyone Hates Marketing”
Sistine Chapel ceiling is a great marketing campaign for the Catholic Church Raises Awareness Enhances Brand Brings Organic
Traffi c
Big Picture Perspective
+ Targeted Tactics
Holistic Marketing
Big Picture:Know Your Audience
Tactics: Define your audience
using research-backed personas
Determine how they can & should act to your benefit
All customer engagement is not a “like”Comments vs. Likes vs. Shares
Big Picture:Define Your Footprint
Reality:Marketing analytics tools
have a lot of competition. Find one that works for
you.
Assumption:Marketing is hard to quantify.
Tactics: Results-oriented metrics - focus on
actions taken, not page views
Tools - CRM, CMS, email automation, customer support platforms, analytics
Monitor & involve other departmentsSales, Finance, Support, R&D, et al. affect and are affected by marketing efforts
Big Picture:Embrace Creativity
Tactics: Allow room for
creative freedom
Experiment & find inspiration
Know Your Audience
Define Your Footprint
Embrace Creativity
May 30th, 12:30–2:00pm@ Peninsula Technology Incubatorwww.thethreesheep.com/events
Sto
ryte
lling
& B
randin
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