Transcript Jack in The Box - Marketing Avatar

Interruption
to
Engagement
Sunday, April 3, 2016
Reinventing marketing services.
Providing the innovative, “big idea” marketing,
communications and creative solutions found in an AList agency
+
The diverse, flexible and efficient personnel resource
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Scott Cone
[email protected]
281-360-6811
www.marketingavatar.wordpress.com
• 25+ years Advertising & Marketing
• Media & Agency
• B2B & B2C
Marketing
REvolution
THEORY
The Only 3 Marketing Objectives That Matter
• Create profitable
growth
• Reduce expenses
• Increase customer
satisfaction
WHAT’S GOING ON?
M
G EENDC IY A
+M
D IN
A
D AI RS KI ENTTE ER +RAM
T IE O
Legacy Brand-centric Model…
BRAND
ADS & PR
INTERRUPTION
MEDIA CONTENT
CONTENT
Question:
What Kind of Value is Your Current Marketing
Effort Delivering to Your Constituents?
88%
Percentage of buyers that conduct online
research before buying a product or service
Source: Pew Research, 9/29/10
66%
Percentage of media influencing purchase decisions
that comes from consumer-generated sources.
Source: McKinsey “Consumer Journey” Report 2009
B2B versus B2C
Research Online for Business/Product/Service Intelligence
C-Suite Internet Use
• Under 50: 81% daily
• 50+: 62% daily
Consumer Internet Use
• 21% daily
• 78% overall
Emerging Content Marketing Model
BRAND
CONTENT
CONNECTIONS
COMMUNITY
CONVERSATION
S
ENGAGEMENT
Thought for the Day:
You don’t need a social media strategy.
Your marketing strategy needs to be social.
Social Media is DANGEROUS
without a content plan
Two Common Approaches that DON’T work:
1. Using new channels to “push” old messages
2. Dabbling or worse
So, what is it?
Welcome
to
Content Marketing
Search
Social
Blogs
PRACTICE
Focus On…
Traffic
Leads
Conversion
CONTENT THAT CREATES
LINKS
What Kind?
Where?
Why?
Who?
How Much?
How Much?
How Much?
New Behaviors
Listen
Share
Converse
Social Content Marketing Process
Social Media
Policy
Discover
Develop
Deploy
Research
Strategy
Optimize
Analysis
Concepts
Syndicate
Insights
Plan
Monitor
Content Syndication Hub
Online
Your Site
Offline
75% of content distributed away from home site
How It Works
Create, Optimize & Distribute
engaging Content
everywhere
1
4 Which causes more
people to find your
content,
link to it and increase
your reach
2 People find it
& link to it
3 This increases
search rankings
B
9 TRENDS
T o
R o c k
Y o u r
D i g i t a l
W o r l d
Mobility
is the New Internet
Social is the New Search
Community is the New Campaign
Video is the New Collateral
Customers are your New Agency
Social Good is the New PR
Non-Profit + Social
• 75% of new media users believe social networks are
effective ways to learn about a company’s corporate
social responsibility (CSR) efforts
• 74% expect companies to join conversations about
their CSR practices happening in new media
• 40% are using new media for searching, sharing and
disclosing CSR efforts in their networks
Source: New Media Study, Cone Communications, 2009
Location is the New Promotion
Games are the new TV and Radio
Online Links Offline
Monitor & Measure
FireFox NetNewsWire FeedDemon
Mac
Windows
Monitor & Measure
Good Reads
www.marketingavatar.wordpress.com
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Final Pieces of Advice
• Don’t be an expert
• Don’t stop learning
• Do read and watch everything you can
• Do eat your own dog food
Go Start A Conversation!