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A brief look at the transition in modern marketing from outbound (brand "push") to inbound (buyer "pull") messaging. The shift to engagement means marketers must now think like publishers and measure all touch points along the buying cycle -- not just last click attribution.
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Avoid Being Left Behind
Trends, Insights & Recommendations for Marketing in the New Era
Evolution of Marketing
B.C. – 1950 1950 - 2000 2000 - present
1:1 1: many Many: many
Buyer Behavior Has Changed
The Purchase Funnel is No Longer a Funnel
Traditional View of Buyer Behavior
Source: McKinsey & Company, all rights reserved.
Consumer Decision Journey
Source: McKinsey & Company, all rights reserved.
Marketing Tactics by Decision Stage
Source: McKinsey & Company, all rights reserved.
- SEO - PPC - Email - Social media
Marketing Hub:- Website- Content
- Broadcast ads- Outdoor ads- Banner ads- Print ads- PR
- Promotions- Merchandising- Sales tools
- Online reviews - Video testimonials - Referrals
Sources of Consumer Trust
Source: Forrester Research, All Rights Reserved.
Consumers trust friends, family, & personal experience more than ads or strangers
Trust is required to acquire buyers
Trust is built through engagement
The New Normal: Engagement
“Are you buying momentary attention or are you investing in a long term asset? Stop renting an audience – build one.” - Seth Godin, best-selling author
“Don’t interrupt what people are interested in – become what people are interested in.” – Jeff Lanctot, Avenue A / Razorfish
A Resulting Paradigm Shift
Old Communications Model
Messaging: one-way messages, brand dictates topics, infrequent distribution, no feedback
Approach: brand finds the audience (push)
Tactics: Offline advertising Traditional PR Direct mail Email “blasts”
New Communications Model
Messaging: two-way dialogue, buyers dictate the topics, frequent distribution, continual feedback,
Approach: audience finds the brand (pull)
Tactics: Digital ads (search-driven) Online journalists/bloggers Social media Triggered email (lead
nurturing) Content
Peers More Credible Than Brands
Source: The Company Behind the Brand: In Reputation We Trust, Weber Shandwick
Consumers are Digital – Are You?
93% of online experiences begin with a search engine
88.1% of US internet users ages 14+ will browse or research products online in 2012.
Search & email are the Top 2 Internet activities
Inbound leads cost 61% lower than outbound leads.
Companies that blog have 434% more indexed pages (and more leads).
70% of the links searchers click are organic (SEO)
30% of customers come from search
75% of searchers never scroll past the first page of search results.
Google owns 65-70% of the search engine market share
There are over 100 billion global searches being conducted each month.
Sources: MarketingSherpa, GroupM, MarketingCharts, SEMPO, Google, Hubspot
How Consumers Behave Online
According to BIA/Kelsey Group research published March 2013, 97% of consumers now use online media when researching products or services in their local area.
Online behavior trends: 7.9 different media sources used during buying cycle:
90% use search engines
48% use Internet Yellow Pages
25% use vertical sites
42% use comparison shopping engines
58% use online coupons 19% make appointments online
Impact on Traditional Media
Print Decline in subscribers (151 newspapers closed in 2010, 152 in 2011)
Digital Shift: web news sites (e.g. MySA) that include digital advertising
Television In 2012, US had 5MM “zero TV households” (up from 2MM in 2007)
68% are watching 1-5 hours/week via apps on mobile devices
TV watching by 18-24 age group declined every quarter in since Q1 2011
Digital Shift: online streaming shows (Hulu, YouTube), online content
Radio Overall listener audience sizing is flat (decline in AM/FM, increase in online
radio)
Digital Shift: streaming services (Pandora), cable radio (Sirius XM)
Implications for Marketers
Marketers are now facilitators of conversations
Marketers must “put a face on their brand” and learn to be personable/engaging
Marketers need to build their own platform to deliver relevant content to attract/build loyal followers instead of paying someone else to interrupt their audience with ads (thus, marketers must now think like a publisher)
Digital media is about “who” -- not “how many”