BMA Presentation - Nov 18 09
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This document provides a summary of a Business Marketing Association (BMA) Chicago event on November 18, 2009. The event featured presentations on evolving digital marketing tactics including search, social media, mobile marketing and their integration. Key points discussed included the growing importance of social media and its influence on search rankings, the need for consistent messaging across touchpoints, and tips for marketers such as developing mobile-optimized websites and understanding interdependencies between tactics. Presenters were from marketing firms Symmetri, Vivid Ascent, Ruder Finn and Interactive Mediums.
BMA Presentation - Nov 18 09
- 1. BMA Chicago – Nov 18, 2009
- 2. Introductions RAY VILLARES V.P. Digital Services Symmetri Marketing Group S t i M k ti G @rvillares Ray Villares DAN O’BRIEN TYLER PENNOCK JEFF JUDGE Co-Founder SVP / Director of Co-Founder Vivid Ascent Social Media Interactive Mediums Ruder Finn
- 3. Recap on Previous BMA Social Sessions • Social activity is growing at Social activity is growing at an exponential rate • Search rankings are Search rankings are becoming heavily influenced by social influenced by social marketing • C t t i till ki Content is still king • Measurement is crucial 3
- 4. Presentation Topics • Today s Customers Today’s Customers • New Integrated Marketing Concepts • Evolving Forms of Search • Impacts of the Mobile Revolution Impacts of the Mobile Revolution • Materials – Presentation – Mobile Starter Kit, Text ‘BMA’ to 50101 for link 4
- 5. Today’s Marketing Landscape Digital Viral Outdoor Social Radio Search Organic Email Print Desktop Handheld Paid Placement PPC Browsers Browsers Email Clients E il Cli t Email Clients l l Apps Apps Display Standard Rich‐Media Broadcast Mobile CRM Traditional PR 5
- 6. What Does “Integrated” Mean Today? • Consistent messaging? • Coordinated call‐to‐action? C di t d ll t ti ? • Touch‐point alignment? p g • Technology architecture? • Tactic inter‐dependency? T i i d d ? 6
- 7. The New Integrated Marketing An integrated mix of leading digital tactics at both desktop and mobile touch points— f from search to email to social media to display—executed in concert to achieve sales and brand objectives. sales and brand objectives 7
- 8. Core Principles of Marketing Still Apply • Know your customer • Follow your customers ll • Build brand value in your customer’s y minds • Meet o r c stomer’s e pectations Meet your customer’s expectations 8
- 9. FOLLOWING CUSTOMER CONSUMPTION TRENDS AND PREFERENCE
- 10. Customer Behavior is Changing • Customers are • Reputation is a major advanced searchers advanced searchers factor in customer factor in customer now and dig deeper decision‐making then ever before • Web and social content Web and social content • The process of search is is being heavily scattered across a consumed on mobile myriad of tools devices 10
- 11. Customer’s Expectations are Increasing • Targeted content is required to gain interest required to gain interest • Social dialog is the new form customer service form customer service • Self‐serve is the norm, not a nice to have not a nice‐to‐have • Technology limitations are no longer an g acceptable excuse 11
- 12. Opportunity for Engagement is Growing 15 10 5 0 12
- 13. New Channels Reinvigorate Traditional 15 10 5 0 13
- 14. Case Study: QVC Text Ordering Text messaging is meeting the growing need for communication, interaction and now even commerce. 14
- 15. EVOLVING AND INTER-DEPENDENT INTER- DIGITAL MARKETING TACTICS
- 16. Digital Marketing Touch‐Points SEARCH SOCIAL APPLICATIONS DISPLAY OPT‐IN • SEO • Twitter T itt • Websites W b it • B Banners • E il Email • PPC • YouTube • Microsites • Rich Media • LinkedIn • Extranets • Email • Facebook • Intranets SEARCH SOCIAL APPLICATIONS DISPLAY OPT‐IN • SEO • Twitter • Websites • Banners • Email • PPC • You Tube • Microsites • Rich Media • SMS Text • LinkedIn Li k dI • Extranets E • Email E il • Facebook • Intranets • In‐APP • Text Upload • Optimized • Video Upload Sites • Photo Upload Photo Upload • APPS 16
- 17. SEARCH MARKETING SEARCH MARKETING 17
- 18. Social Influences Search Rankings Symmetri LinkedIn Group Search engine rankings are becoming heavily influenced by Search engine rankings are becoming heavily influenced by social reputation, popularity and authority. 18
- 19. Evolving User Search Paradigms PARAMETER SOURCE RETRIEVAL DISPLAY Keyword Search Engines Centralized Search Results Site Search Repository NEW Keyword Search Engines Centralized Search Results Location Site Search Repository Augmented Voice Blogs Decentralized Reality Image Communities Data Across Twitter Channels / YouTube Partners Slideshare Scripbd LinkedIn 19
- 20. New Forms of Search Parameter Entry Keyword Voice Location 20
- 21. A Paramount Shift in Search is Coming Augmented reality browsers are going to fundamentally heighten the way we search! AUGMENTED REALITY • Insert good example augmented reality in action > new search engine in action > new search engine View Video 21
- 22. Case Study: Yelp Monocle The way we see the world is changing! The way we see the world is changing! 22
- 23. B2B Applications with Augmented Reality View Video • Social Networking • Product Look Up Product Look‐Up 23
- 24. Decentralized and Distributed Data Open API p Multiple Platforms Support M lti l Pl tf S t Content Distribution b New search opportunities require content, data and technology New search opportunities require content, data and technology architecture to be reengineered. 24
- 25. Case Study: Best Buy Remix Best Buy Challenges Businesses to ‘Build a Better Best Buy’ 25
- 26. Is distributed B2B the new B2C? What business are these brands really in? 26
- 27. SOCIAL / MOBILE MARKETING SOCIAL / MOBILE MARKETING
- 28. Mobile Primes Social for Rapid Growth Mobile Fuels Large Share of L Sh f Social Text, Photo and Video Content Social mobile applications are the preferred method of both consumption and contribution. b h d b 28
- 29. Seamless Social Integration with Devices MOTOROLACLIQ with new MOTOBLUR Platform MOTOBLUR Platform “The first phone with social skills. with social skills.” 29
- 30. Open Content Exchange Across Channels Twitter Facebook 30
- 31. Case Study: Ad‐ology Marketing Forecast Marketers are now equipped with a continuous stream of marketing and consumer insights, news, research and trends thanks to Ad‐ology Research. 31
- 32. Mobile Optimized Sites are Maturing Leading sites utilized advanced JavaScript techniques to create low cost APP‐like user experiences. Optimized Website Optimized Website Optimized Landing Page 32
- 33. Case Study: Comcast B2B Campaign A mobile ad campaign within the new Newser iPhone application gets companies to sign up for Comcast Business Class Internet, voice and cable television services. Landing Page Newser APP Comcast Ad Unit
- 34. Mobile Challenges Banner Effectiveness Effectiveness of advertising is suffering because publishers are not optimized for mobile browsers and email clients. iPHone leaves Flash banners dead in the water. Leading Email Newsletter B2B Website on iPhone 34
- 35. Social / Mobile Marketing Tips • When possible, build a social component into your mobile websites and apps your mobile websites and apps • At a minimum, you need to develop a mobile‐ optimized website optimized website • SMS text messaging is a cheap and effective way to integrate marketing tactics i k i i 35
- 36. Social / Mobile Marketing Tips • Build mobile optimized landing pages for display and paid placement advertising • Design banners for optimal viewing and download speeds on mobile browsers and email clients (watch the Flash) • If you don’t develop an APP that targets your If you don t develop an APP that targets your audience, advertising on one that does 36
- 37. TODAY’S KEYS TO SUCCESS TODAY S
- 38. Today’s Keys to Success • Adhere to core marketing Adhere to core marketing principles • Deliver on brand promise li b d i • Know and exploit each medium • Understand and respect tactic inter dependencies inter‐dependencies • Nurture strategies and be patient 38
- 39. QUESTIONS? ?
- 40. PRESENTERS
- 41. Symmetri Marketing Group Symmetri Marketing Group, L.L.C. is a team of sales, marketing, creative and digital professionals who leverage a unique blend of expertise and experience to deliver results‐ driven solutions for business‐to‐business clients. Symmetri understands complex products and service offerings and turns that understanding into relevant, meaningful and highly effective communications and engaging experiences. p: (312) 222‐2500 w: www.symmetri‐mg.com e. info@symmetri‐mg.com
- 42. Vivid Ascent Vivid Ascent is the first integrated marketing agency to apply strategic search engine optimization in the design and execution of all marketing programs. Expert in public relations, social media, SEO, advertising, website development and video, Vivid Ascent builds and executes marketing programs that capitalize on the search engines’ dominant role in driving sales. p: (312) 346‐2000 w: www.vividascent.com e. info@vividascent.com
- 43. Ruder Finn Ruder Finn is a leading independent communications, Ruder Finn is a leading independent communications, counseling and services Agency with more than 60 years of experience. Ruder Finn maintains offices in Chicago, Los Angeles, New York, San Francisco, Washington, London, Paris, and Jerusalem. Asia Pacific offices include Sydney, Beijing, y y, j g, Guangzhou, Hong Kong, Shanghai and Singapore. The Agency also works with leading independent affiliates in major markets throughout the U.S., Europe and Latin America. The Agency serves the global and local communications needs of g y g more than 250 corporations and nonprofit organizations and employees more than 600 staff members. p: (312) 329‐3900 p: (312) 329 3900 w: www.ruderfinn.com e: chicago@ruderfinn.com
- 44. Interactive Mediums Interactive Mediums provides next generation customer I i M di id i engagement solutions designed to facilitate high value interactions with today’s on the go consumer. Our easy to use software as a service TextMe enables marketers to rapidly develop, execute and analyze a variety of best practice d l t d l i t fb t ti Marketing Actions, establishing a Mobile Consumer Data Asset that informs ongoing, more relevant and higher value interactions. We also offer services spanning the entire mobile experience lifecycle including project consultation, bil i lif l i l di j t lt ti mobile web design and mobile application development. p p: (866) 683‐9863 w: www.interactivemediums.com e: info@interactivemediums.com
- 45. THANK YOU!