Organic Marketing - An Evolving Landscape (Michael Fleischner)

Organic Marketing…an evolving landscape

Rutgers2014

Our Goal…

Understand some of the primary shifts in marketing and how to leverage these changes to help

businesses better promote their products, services, and brand.

The Company Landscape is Changing

• Small Business is the New Normalo Low Barrier to Entry

-Domain name/template-Incorporation certificate (and EIN)-Branding (Vistaprint)

o Number of Businesses* -Small employers (<500 employees): 5,717,302 -Large employers (500+ employees) : 17,236 -Nonemployers 22,110,628 vs. 16.5M in 2000

o Different Needs/Different work environment -Funding, Operations, Marketing

*According to SBA.gov

A look at the market

How Consumers Shop

Online

How Consumers Shop

Social

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Impact of Social Media Recommendations• Social media plays an important role in

how consumers discover, research, and share information about brands and products.

• 60 percent of consumers researching products through multiple online sources learned about a specific brand or retailer through social networking sites.

• Active social media users are more likely to read product reviews online, and 3 out of 5 create their own reviews of products and services.

• Overall, consumer-generated reviews and product ratings are the most preferred sources of product information among social media users.

Source: How Social Media Impacts Brand Marketing – Nielsen and NM Incite

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Facebook Etsy

How Consumers Shop

Reviews

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Power of Reviews

90% of customers say buying decisions are influenced by online reviews

Source: 2013 Zendesk survey. 1,046 respondents.

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Influence of Online Reputation

• A 2010 study completed by Microsoft revealed that 79 percent of hiring managers and recruiters do google applicants, and 70 percent of those prospective employers have rejected an applicant due to negative information found online.

• In addition, the complete lack of an online presence may prove detrimental to a jobseeker or company as today’s highly competitive marketplace demands immediate access to reliable information from multiple sources

Email still reigns supreme

Email

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The Power of Email• 91% of consumers check their email at least once a day.

• 56% of businesses say they plan to increase their use of email marketing in 2014.

• 42% of marketers use email service providers for services beyond email broadcasting. This is up 12% from 2010.

• Email is the most popular activity on smartphones among users ages 18-44.

• 64% of decision-makers read their email via mobile devices.

• 32% of marketers do not have a strategy in place to optimize emails for mobile devices.

• 66% of US online consumers, ages 15 and up made a purchase as a result of email marketing messages.

• Over 70% of mobile purchasing decisions are influenced by promotional emails.

Source: Econsultancy. (2013, April). Email Marketing Industry Census 2013

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Device Agnostic

Marketing Has Changed…

Most Small Businesses Haven’t Changed

HOPE Marketing

• Most small businesses still use paper and pencil or primitive systems

• They collect very little information on their customers

• They wait for customers to come to them• Focus on transactions, not relationships• Limited communication with past

customers• Know little if anything about marketing

(new or existing)

Medium Sized Businesses Embrace Change

• Marketing by medium-sized businesses is changing more rapidly

• More are experimenting with digital marketing

• Others more advanced through in-house marketing resources or agency

• Those transitioning still using a combination of traditional marketing and some digital marketing

• Constrained less by budget and more by lack of expertise/knowledge

Large Businesses Become Sophisticated

• Using in-depth understanding of customer base to test new media

• Understand acquisition costs/ROI• Use integrated marketing to acquire

new customers and retain existing ones

• Automate upsell and cross-sell opportunities

• Getting better results from the same advertising and marketing dollars

Digital Marketing (new marketing)

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Benefits of Digital

• An integrated marketing approach• Ability to micro-target your audience

during purchase decision process• Ability to control your marketing

spend• Trackable/measurable• Easily reallocated dollars to top

performing medium and campaigns• Improve forecasting (ROI)

Some Examples – SEO/SEM

• Start with Googleo Dominant driver of traffico More search w/local intent

• Local search directorieso Google Places, Yahoo, Bingo Foursquareo Superpages

• Global search• Paid search

o Google Adwords, Yahoo!, Bing, RTB networks

Social Media

• Think strategically to create value and build a following

• Focus on primary networks based on your audienceo Facebook o Twittero Google+o Secondary: LinkedIn,

Pinterest, Instagram, etc.• Use for viral impact

o Share couponso Announcements

Events/PR

• Consider online to offline: (ex: events)

o Bring in existing customerso Bring in new customerso Increase exposure (FB)

• Public Relationso Leverage local mediao Invite everyone

• Use for the development of digital assets

Leverage social…

Email Marketing

• Marketing best practices still applyo Messageo Offero Audienceo Timing

• The $ is in the listo Customize/Preferenceso Promotionso Ask for behavior (share/like)o Test, track, refine

More Digital Marketing

• Media (ex: LinkedIn) – pay for performance

• Affiliate – others do the selling for you

• Creative – landing page optimization, testing (ex: Optimizely)

• Mobile – location services• Video – highly engaging/ads

available• Lead Gen – purchase leads directly

Our Job As Marketers

1. Always be Learning2. Educate

• Focus on the benefits of marketing• Focus on results, not on work• Explain inbound vs. outbound

3. Automate• Discuss ways to automate marketing

initiatives via new technology• Leverage new forms of marketing (digital)

4. Measure• Capture and provide metrics• Replicate successes/learn from failures

REPEAT

Michael Fleischner, Big Fin Solutions | 2014

Thank You!Want to get in touch?

mfleischner@bigfinsolutions.com

slideshare.net/mfleischner

A little about me…

Michael Fleischner

• 15 year corporate career in marketing• Author and entrepreneur• MarketingScoop, Marketing Blog, Scoop

Marketing Forum• Founder, Big Fin Solutions

o Provide Search Engine Optimization and Reputation management solutions to businesses of all sizes

o SEO, local optimization, reputation marketing, branding, lead gen, etc.