marketing in 2014: what you need to know
Post on 15-Sep-2014
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Do you know what a "Connected Consumer is? How about "The Dynamic Customer Journey?" Are you fully aware of what your "Brand Experience" is and How to build COMMUNITY around experience? Building a successful Marketing Strategy based around these 2014 concepts is highlighted in this presentation created by Dave Rubin (originally for the 2013 Aspen Live Conference). This presentation aims to help educate and inspire marketers, business executives, and brand ambassadors looking to build "True Fans and Sustainable Communities." Pulling from such business and marketing luminaries as: Brian Solis, Anita Elberse, Seth Godin, The Kelley Bros. and Bob Lefsetz, this presentation should be used as a guide for any and all business looking to grow their brands by speaking with and understanding the communities of today - The Communities that can both make and break business, products and brands.TRANSCRIPT
By Dave Rubin
MARKETING IN 2014:
WHAT YOU NEED TO KNOW
@RabbiWhere Productions
Presents..
A Dave Rubin Presentation
• Building Community Through Authentic Experience
An Updated “How To” On:
• Content Marketing vs. Traditional Marketing
• The “Connected Consumer”
• Understanding “The Dynamic Customer Journey”
“Marketing NOW is the act of telling stories...
...stories that spread.”
–Seth Godin
Authentic Experience Shareability Content
Thrives On And
Is Facilitated By It Begins With
Experience is everything. We must create experiences that
mean something.
“Stop Interrupting what people are interested in, and become what people are interested in Speaking With.”
-Nick Davidge, GreenLight Media
A proactive investment in Positive Experience, now represents a modern and highly influential form of Consumer Marketing and Digital Influence.
Connected audiences demand
the Entire Customer Experience
that marketers and executives re-think
“The Connected Consumer” -Brian Solis
How can we positively impact our
Brand Experiences?
What is a Connected Consumer?
What does the Consumer Journey look like?
They don’t just buy products. They don’t randomly engage in social networks or everyday apps. They want experiences.
Connected Consumers:
Their Expectations are Permanent
Changing the way you engage them.
How Connected Consumers make decisions does not follow a Linear Path.
It is now more of a Circle or Loop.
This Loop is Called, “The Dynamic Customer Journey”
The Dynamic Customer Journey
The Traditional Sales Funnel vs.
Traditional Sales Funnel vs. Dynamic Customer Journey
Traditional Sales Funnel vs. Dynamic Customer Journey
Traditional Sales Funnel vs. Dynamic Customer Journey
The Influence Loop SHAREABLE
SHAREABLE
SHAREABLE
SHAREABLE
You want to inspire living, breathing human beings to share with friends, family and peers.
“Viral” is Not a Strategy!
Sure, things go Viral, but...creating media in a vacuum and hoping it propagates around the web is not a strategy.
Content (Marketing)
Traditional(Marketing)
vs.
The worst reason to do Content Marketing is because you just think you should.
Traditional (Marketing) vs. Content (Marketing) TRADITIONAL
CONTENT
Interrupts
• TV Viewing (commercial breaks)
• Magazine (reading)
• Radio/Music (terrestrial)
• Authenticity
• Shareability
• Connection
Traditional (Marketing) vs. Content (Marketing) TRADITIONAL
CONTENT
Holds Attention for Ltd. Time
• 5 Sec. Ad (skip)
• 15 sec. ad (pre-roll)
• 30/60 sec. (“spot”)
• Long-term Fan/Brand Engagement
• Organic Adoption
• Months to Saturation Point
Traditional (Marketing) vs. Content (Marketing)
TRADITIONAL
CONTENT
Very Expensive • Especially if campaign(s)
are not successful
• Easily customize/tailor for multiple distribution channels
• Long shelf-life, repurposeable
TRADITIONAL
CONTENT
Very Expensive
• Especially if campaign(s) are not successful.
• Easily customize/tailor for multiple distribution channels.
• Long shelf-life, repurposeable
Traditional (Marketing) vs. Content (Marketing) TRADITIONAL
CONTENT
Difficult to Gauge Level of Success
• Billboards
• Most traditional advertising
• Analytics
• Trackability
• Clicks, Views, Shares
“If we are not willing to take risks and make mistakes, then we are never going to figure out what tomorrow looks like.” -Bob Bowman, CEO MLBAM (Major
League Baseball Advanced Media); From Elberse, “BLOCKBUSTERS”
What do you
want to achieve?
What are you trying to accomplish?
You have to add value to their lives.
People are not buying bullshit anymore.
Define the Experience you want people to have and align that experience with
everything you do.
It Takes Resources and Commitment!
Time, Money, Man-Hours, Patience, Dedication.
“We are in the current era of The Connected Consumer.”
-Author and New Media Analyst Brian Solis
Create authentic, shareable, experiences that connect with fans & consumers.
Commit to building long-term fan engagement through strategic content creation.
Do the research & ask all the right questions.
Build relevant content you can own and repurpose forever.
Customize and tailor all content for multiple distribution channels.
“Businesses that place people and what they feel, think, do, and share as a priority in not
just product design but overall marketing and business strategy will
out-perform those who don’t.” -Brian Solis
NOTES AND SOURCING This presentation draws from multiple sources
from across the digital media, entertainment, and business verticals. Below is a list of sources used
in creating this presentation.
• Anita Elberse, Blockbusters, Henry Holt and Co., 2013 • Kelley and Kelley, Creative Confidence, Crown Publishing, 2013 • Solis, What’s the Future of Business, John Wiley and Sons, 2013 • Godin, Tribes, Penguin Group, 2008 • Lefsetz, The Lefsetz Letter, www.lefsetz.com • Carter, Outbrain Blog, “3 Tips for Branded Content in the Social
Realm,” http://www.outbrain.com/blog/2013
Contact Dave Rubin
via Twitter:
@RabbiWhere