Marketing and Technology Go Hand-in Hand, But Where are They Going?
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Marketing and Technology Go Hand-in Hand, But Where are They Going? Ad Club Cindy Herrmann Mogul Marketing
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Transcript of Marketing and Technology Go Hand-in Hand, But Where are They Going?
Marketing and Technology Go Hand-in Hand, But Where are
They Going?
Ad ClubCindy Herrmann
Mogul Marketing
About Cindy Herrmann
Cindy Herrmann is a partner in Mogul Marketing in East Chatham.
Mogul Marketing specializes in integrated social networking and web design, case studies, photography and video.
Cindy is on the board of the Capital Area Technology Association.
How We Consume Data is Changing
PCs:500M ios: 175M+ Droid 250M+ Tablets 75M+
The way we work is changing
Mobile technologies Cloud computing Collaborative technologies, workflow
The Buzz Email Marketing Works Integrated Web Marketing Growth of Content Marketing Spectacular Growth of iPads, Macs Prevalence of Google Analytics Consumerization of IT Employee Empowerment Gamification
Email Marketing Works
Best way to reach consumers and business online
Segment lists, targeted message Use as foundation of integrated web
marketing campaign
Integrated Marketing
Your corporate web site is no longer your sole presence point
Want to be relevant to customers and prospects where they go
Consider dynamically assembling web site content from social data (Thomson Reuters)
Integrated Marketing – web site
Integrated Web Marketing – best results
Attraction SEO, blogs, ads, social networking Where’s my audience?
Retention Put like us, follow us at top of home page Email, print, web site, mobile
Integrated Web Marketing – best results
The more tactics and channels used, the greater ROI
Spend a greater % of budget on content marketing
Tailor content to different market segments
Higher ups buy in Challenge: lack of experience
Source: MarketingProfs and Content Marketing Institute
Biggest increase in adoption:
• research reports
• videos
• mobile content
• virtual conferences
Source: MarketingProfs and Content Marketing Institute
•5 social media channels used on average
•Challenge: often blocked
•Larger companies use more tactics
•Smaller companies, <10 employees, spend more on content marketing, 42% of budget
Content Marketing is being used to achieve organizational goals
Brand awareness Customer acquisition Lead generation Customer retention/ loyalty Thought leadership
Integrated web marketing – Content Strategy
Identify customer pain points, biggest problems, big issues Survey to find out
Find keywords using Google Adwords keyword tool, conversation starters
Examples: What are QR codes? What is cloud computing?
Stay on theme for a while Search
Integrated web marketing – Define Success
Spectacular Growth of iPads, Macs
65% of US CEOs have an iPad 30% of readers of Fine Woodworking have
an iPad and use it in their shop Most companies just do apps for ios In post-PC era, work is not a place you go,
it is a thing you do
Prevalence of Google Analytics
It has gotten a lot better The Dashboard interface was in all kinds
of products
Consumerization of IT
Employee Empowerment
Attacking silos Internal social media systems
Salesforce chatter, Yannex Games, anything fun (from Foreign
Affairs!) Ask employees to help innovate
Gamification
AXA/Equitable life insurance sales were way down Goal: education Pass it on! http://www.axa-equitable.com/life-insurance/life-game.html
As we play, we learn Games adjust as we play Need trial and error to learn
Thank you!
Feel free to reach out for more information, or to have me speak.
Cindy Herrmann
Mogul Marketing
(518) 794-7483
blog.mogulmarketing.com
Twitter: wiebwieb
