The Fine Art and Hard Science of Marketing

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Post on 22-Apr-2015




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The Marketing Department often gets a bad rap. We're too pushy or not pushy enough. We can't quantify how we're doing. This presentation demonstrates to business owners and marketers alike why a good marketing strategy is essential, and what tactics can be used to accomplish measurable financial & creative results.


<ul><li> 1. Marla Schuchman The Fine Art and Hard Science of Marketing </li> <li> 2. Art Source:ErikKwakkel Science Creativity Practice Experimentation Facts &amp; Figures Strategic Planning </li> <li> 3. Marketing is reaching a relevant audience and encouraging them to take an action that will benefit your business. </li> <li> 4. The Worst Area of Business? </li> <li> 5. The Worst Area of Business Everyone Hates Marketing </li> <li> 6. Sistine Chapel ceiling is a great marketing campaign for the Catholic Church Raises Awareness Enhances Brand Brings Organic Traffic </li> <li> 7. Big Picture Perspective + Targeted Tactics Holistic Marketing </li> <li> 8. Big Picture: Know Your Audience </li> <li> 9. Tactics: Define your audience using research-backed personas Determine how they can &amp; should act to your benefit All customer engagement is not a like Comments vs. Likes vs. Shares </li> <li> 10. Big Picture: Define Your Footprint </li> <li> 11. Reality: Marketing analytics tools have a lot of competition. Find one that works for you. Assumption: Marketing is hard to quantify. </li> <li> 12. Tactics: Results-oriented metrics - focus on actions taken, not page views Tools - CRM, CMS, email automation, customer support platforms, analytics Monitor &amp; involve other departments Sales, Finance, Support, R&amp;D, et al. affect and are affected by marketing efforts </li> <li> 13. Big Picture: Embrace Creativity </li> <li> 14. Tactics: Allow room for creative freedom Experiment &amp; find inspiration </li> <li> 15. Know Your Audience Define Your Footprint Embrace Creativity </li> <li> 16. May 30th, 12:302:00pm @ Peninsula Technology Incubator </li> <li> 17. 757-932-5080 </li> </ul>