View
78
Download
0
Category
Tags:
Preview:
DESCRIPTION
March 8, 2011 presentation to San Antonio North Chamber of Commerce (small businesses).
Citation preview
Avoid Being Left Behind
Trends, Tools & Thought Leaders for Small Business Marketing
Evolution of Marketing
B.C. – 1950 1950 - 2000 2000 - present
1:1 1: many Many: many
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
5 Trends You May Have Missed
You don’t find buyers, they find you
Buying cycles have replaced Selling cycles
Customer dialogue has replaced monolog
Content is the new currency for building trust
The purchase funnel is no longer a funnel1
1http://www.mckinseyquarterly.com/spContent/charts/code09/CDJ-Base.swf
A Resulting Paradigm Shift
Old Communications Model: one-way messages, brand dictates topics, infrequent distribution, no feedback, brand finds the audience (push)
New Communications Model: two-way dialogue, buyers dictate the topics, frequent distribution, continual feedback, audience finds the brand (pull)
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”
Thought Leaders Worth Following
Marketing trends – Seth Godin http://sethgodin.typepad.com/
Search Engine Optimization (SEO) – Tim Ash http://sitetuners.wordpress.com/
PR – David Meerman Scott, Brian Solis http://www.webinknow.com/ http://www.briansolis.com/
Online Marketing – Lee Odden www.toprankblog.com
Must Read Books
Resources: Low Cost/Big Result• Graphic design marketplace
– www.99designs.com– www.crowdspring.com
• Web/ecommerce developer marketplace– www.elance.com
• “Best practice” marketing articles, webinars, blogs, conferences, etc.– www.marketingprofs.com
• Internet/social media monitoring tools– www.google.com/alerts– www.hootsuite.com
• Survey/research tools– www.surveymonkey.com (executing surveys)– http://www.hardwickresearch.com/sample_size.html (calculating sample size)
• Customer Lifetime Value calculator– http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html
Contact
Steve Patti (210) 201-3246
Email: spatti@social-exposure.com
LinkedIn: www.linkedin.com/in/stevepatti
Twitter: @socialexposure6
Recommended