what's next in marketing? a paradigm shift is on the way
DESCRIPTION
Have we become too efficient at being marketers? With automated marketing systems, we load the machine and press go ... and content is sent to thousands. People are getting frustrated with so much content - isn't it time for a new paradigm.TRANSCRIPT
© Copyright David J Brown 2014. All Rights Reserved. 1
A paradigm shift
© Copyright David J Brown 2014. All Rights Reserved.
is taking place.
Marketing 1.0
Marketing 2.0
Marketing 3.0
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In 1963, Thomas Kuhn challenged the
assumption that knowledge developed by the
steady accumulation of facts and figures…
© Copyright David J Brown 2014. All Rights Reserved.
© Copyright David J Brown 2014. All Rights Reserved. 3
… he discovered that knowledge
progressed through a series of
“revolutions” with new
frameworks succeeding old.
© Copyright David J Brown 2014. All Rights Reserved.
© Copyright David J Brown 2014. All Rights Reserved.
Kuhn called this a
paradigm shift…
today, we see a paradigm
shift taking place in the
realm of marketing.
© Copyright David J Brown 2014. All Rights Reserved.
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Marketing 1.0
Traditional marketing, including
the many forms of the
“promotional push” messages
we encounter every day –
advertisements on TV, spam in
our mailbox, and the
telemarketer ready to pounce
with the latest offer.
Marketing 2.0
Inbound marketing and content
marketing signified a move
from the promotional marketing
to sharing informative content
designed to educate. This was
distributed through social
media, email and the internet.
Marketing 3.0
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Marketing 1.0
“Many people in traditional
marketing roles and organizations
may not realize they’re operating
within a dead paradigm. But they
are. The evidence is clear.
Several studies have confirmed
that in the buyer’s decision journey,
traditional marketing
communications just aren’t
relevant.”
Source - Marketing Is Dead http://blogs.hbr.org/2012/08/marketing-is-dead/ by Bill Lee
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“Traditional marketing is not dying –
it’s dead.”
“The era of marketing as we have
known it is over, dead, kaput - and
most marketers don't realize it.”
Sergio Zyman, former Chief Marketing Officer, Coca Cola The End of Marketing As We Know It.
The first paradigm shift
© Copyright David J Brown 2014. All Rights Reserved.
© Copyright David J Brown 2014. All Rights Reserved.
Marketers were told to share information-rich content,
demonstrate their expertise – to educate rather than sell.
And so, a shift to Marketing 2.0…
“Buyers search the Internet with increasing
frequency. They’re looking for fresh content that
provides insights geared towards answering their
questions and addressing their problems.”
Ardath Albee “eMarketing Strategies for the Complex Sale”
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© Copyright David J Brown 2014. All Rights Reserved.
Companies were encouraged to
create educational white papers,
thought-leadership eBooks, and
instructional videos.
Give your audience content that
informs rather than sells and make
your content the best – then you
have the greatest chance of
winning the deal.
Marketing 2.0
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© Copyright David J Brown 2014. All Rights Reserved.
As a result …
companies went on a content
binge – blogs, texts, eBooks,
white papers, infographics,
videos, pictures and tweets
were all created and blasted out
to contact lists!
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© Copyright David J Brown 2014. All Rights Reserved.
To make this process as efficient
as possible, automated marketing
systems enabled content creators
to become incredibly efficient at
broadcasting information.
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© Copyright David J Brown 2014. All Rights Reserved.
Tools such as Eloqua, Marketo,
Pardot and others made it easy to
load up the machine with content
and hit the send button!
“Factor in the nearly 100 billion
spam emails sent daily (yes, daily)
and the results are clear: email, a
method of communication that was
once lauded for its efficiency, has
turned out to be anything but.” Work intellegent.ly
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© Copyright David J Brown 2014. All Rights Reserved.
We’re rapidly approaching
content overload … “the
state of an individual or
system in which excessive
communication inputs
cannot be processed and
utilized, leading to
breakdown.” Sage Publications
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© Copyright David J Brown 2014. All Rights Reserved.
“…this upward trend of
consumption is not sustainable
because every human has a
physiological, inviolable limit to
the amount of content they can
consume. I believe as
marketers, we have been lulled
into a false sense of security
thinking that this consumption
trend will continue to rise
without end.”
http://www.businessesgrow.com/2014/01/06/content-shock/
© Copyright David J Brown 2014. All Rights Reserved.
© Copyright David J Brown 2014. All Rights Reserved.
Thought leadership and educational content
Thought leadership and educational content
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Clearly change is needed.
People still want information,
but they want relevant
information – not mass-
produced automated content.
It’s the job of marketers to
ensure this happens.
Marketing 3.0
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Marketing 3.0
mass marketing micro marketing
programs conversations
automated customized
marketing leads
communication
many engage in
the conversation
Marketing 2.0
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© Copyright David J Brown 2014. All Rights Reserved.
mass marketing micro marketing
C
O
N
T
A
C
T
S
Content feeds the automated
marketing system. Messages are
scheduled and sent to a contact list.
S
E
T
Sets are built based on a “poll”. Member of the
set are “homogenized” based on industry, role /
title, product usage, key pain points and business
issues – and their reaction to a polling message.
The engagement is built just-in-time rather than
in batch mode. There is some pre-packaged
content, but direct communication and freshly
curated content is also part of the engagement.
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programs conversations
C
O
N
T
A
C
T
S
S
E
T Send
email-1
email open Send
email-2
Content
offer
Send
email-3
email open
Webinar
invite
Send
email-4
Conversation
1
Sales
Product
Development
New sets form based on response
to communication – and
conversation “channels” develop.
Conversation
2
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automated customized
C
O
N
T
A
C
T
S
LAUNCH
info
chunks info
chunks
info
chunks
info
chunks
Services, such as
WittyParrot, enable
conversations to be
built using relevant
content chunks.
S
E
T
Conversation
2
Conversation
1
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marketing leads
communication
many engage in
the conversation
C
O
N
T
A
C
T
S
The marketing
department controls
the communication.
Leads generated are
then passed on.
Marketing
Sales
The conversation takes
place with multiple people
in the organization.
Sales
Customer
Service
Product
Development
S
E
T Conversation
1
Conversation
3
Conversation
2
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We receive too many irrelevant tweets, posts, pokes
and emails – the backlash is already in play. We
now look at the offer of an informative white paper
or “the results of our latest survey” with a jaundiced
eye. As one executive said, “I’ve stopped
downloading anything from the web that asks for my
contact details because I know a sales person will
be calling me within minutes.” While the idea of
sharing expertise was good, many now realize it’s
nothing more than a sales ploy.
© Copyright David J Brown 2014. All Rights Reserved.
Ready to make the move?
© Copyright David J Brown 2014. All Rights Reserved.
dave brown [email protected]
© Copyright David J Brown 2014. All Rights Reserved.