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“Marketing is not only much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result; that is, from the customer’s point of view.”
Peter Drucker – “The Practice of Management”
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Ralph’s Definition of “Customers”
“Those whose satisfaction is key to the organization’s success.”
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WIIFM
“What’s In It For Me”
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The Media As Customers
t Cater to their needs
e Build lasting relationships
l Be honest with them
h Forgive their trespasses
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Build Media Relationships
t Get on a first-name basis
a Know their position and responsibilities
i Exchange thoughts
s Show appreciation for their work
n Discuss errors diplomatically but firmly
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The Results of Customer Loyalty
u Repeat business at lower cost of sales
a Unpaid ambassadors for the brand
r Ongoing value over the customer lifetime
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ContentIs King
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The Value Of Quality Content
l It builds brand loyalty
l It moves customers to action
r It brings customers back for more
e It differentiates the organization or its products from the competition
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Content Is Best If It’s Either
I Funny
p Sad
p Shocking
p Timely
p Most of All - Emotional
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Atlantis Resort On Paradise Island
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People Are Motivated By Content That Plays On Their Feelings
Positive = Love & KindnessNegative = Fear & Greed
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Content That Generates Strong Emotional Reaction Creates Better
Recall Persuasion Liking Action
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Social Networks = Word Of MouthIn The Online Age
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The Growth Of Facebook
c Social network users exceed half a billion and Facebook tops them all
e If Facebook was a country, it would be 3rd largest in the world
o Facebook tops Google for weekly U.S. Internet traffic
o 50% of mobile Internet traffic in the United Kingdom is on Facebook
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The Future Of Marketing Defined
“The marriage between old media and new media is broadening the reach of all media, from one channel to another, from person to person.”
