Collateral damage: do marketing and tech comms have to fight when users get informed?
-
Upload
roger-hart -
Category
Marketing
-
view
625 -
download
0
description
Transcript of Collateral damage: do marketing and tech comms have to fight when users get informed?
![Page 1: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/1.jpg)
collateral damageDo Tech Comms and Marketing have to fightwhen users get informed? www.flickr.com/photos/kwl/8887306220/
![Page 3: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/3.jpg)
“The world is driven by money and we all have a role to play.”Gordon Dennis.Here, yesterday.
![Page 4: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/4.jpg)
Bad information is Marketing’s fault problem
Good information is Tech Comms’ specialty
Let’s do the mathstogether
Spoilers:
![Page 5: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/5.jpg)
www.flickr.com/photos/digitalexistence/191327395
![Page 6: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/6.jpg)
Why is there so much crap on the internet?
this one weird question:
![Page 7: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/7.jpg)
Ambient information has gone nuts
(it’s scary/awesome)
![Page 8: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/8.jpg)
“The first casualty
of war is truth”Boake Carter, 1930sHiram Johnson, 1928Samuel Johnson, 1758 Aeschylus, c5 BCSun Tzu, c5 BCFuck it. Wikiquote.
![Page 9: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/9.jpg)
Why is there so much crap on the internet?
again,
![Page 10: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/10.jpg)
Alberto Brandolini - @ziobrando
![Page 11: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/11.jpg)
because capitalism
![Page 12: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/12.jpg)
The purpose of Marketing
![Page 13: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/13.jpg)
Customer acquisitionAwareness
Discovery
Validation
Purchase
Trigger event
Retention, “brand advocacy”, buzzwords
The “funnel”(it isn’t a funnel)
![Page 14: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/14.jpg)
Customer acquisitionAwareness
Discovery
Validation
Purchase
Expensive stuff like support
![Page 15: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/15.jpg)
shiny things
costs
Business is made of:
![Page 16: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/16.jpg)
The traditional purpose of Tech Comms
shiny things
costs
You are here.
Now make thisnumber smalleror you’re fired
![Page 17: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/17.jpg)
…but this model is bullshit
shiny things
costs
![Page 18: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/18.jpg)
![Page 19: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/19.jpg)
The “Zero Moment of Truth”Content marketing about content marketing
www.flickr.com/photos/gadl/279433682
![Page 20: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/20.jpg)
http://www.thinkwithgoogle.com/collections/zero-moment-truth.html
![Page 21: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/21.jpg)
http://www.thinkwithgoogle.com/collections/zero-moment-truth.html
![Page 22: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/22.jpg)
Anatomy of ZMOT
iStockphoto
Other people'suser experiences
All findable information
![Page 23: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/23.jpg)
What’s in it for Google?
What is the purpose of ZMOT?Or Android, for that matter…
![Page 24: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/24.jpg)
Or this?
2013 Google & Microsoft paper
http://is.gd/nearimpossible
![Page 25: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/25.jpg)
Jobs To Be Done
www.flickr.com/photos/betsyweber/6276847468
Another framework
![Page 26: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/26.jpg)
sound familiar?
![Page 27: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/27.jpg)
Understanding a purchase
http://www.heavywinter.com/2013/11/eager-sellers-stony-buyers-the-four-progress-making-forces/
![Page 28: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/28.jpg)
it’s basically the funnel
http://www.heavywinter.com/
![Page 29: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/29.jpg)
It's funnels all the way down
![Page 30: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/30.jpg)
Inbound marketing
awareness
discovery
validation
purchase
The “champagne saucer”
![Page 31: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/31.jpg)
Inbound marketing
awareness
discovery
validation
purchaseyou are here
![Page 32: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/32.jpg)
important and formative
a mess when it goes wrong
but going to happen anyway
and fantastic when it works out well
Quick recap - user information is:
![Page 33: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/33.jpg)
An example: HubSpot
![Page 34: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/34.jpg)
They sell Inbound Marketing(it’s another funnel)
![Page 35: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/35.jpg)
![Page 36: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/36.jpg)
lots of simple how-to
no reference
![Page 37: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/37.jpg)
Inbound atRed Gate
![Page 38: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/38.jpg)
massive content tart
![Page 39: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/39.jpg)
![Page 40: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/40.jpg)
It’s not just usor:Three cherry-picked graphs
Data from: 2014 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
![Page 41: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/41.jpg)
Lead intelligence
Documentation use as a purchase signal
yes, I know it’s creepy
![Page 42: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/42.jpg)
It’s horrible, but
maybe we need each other
Maybe it’s grimly inevitable
![Page 43: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/43.jpg)
You're a revenue centre,take the credit.
And help. Look at us – we need it.
![Page 44: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/44.jpg)
?Questions?
![Page 45: Collateral damage: do marketing and tech comms have to fight when users get informed?](https://reader033.fdocuments.in/reader033/viewer/2022061214/549c49a4b47959d9318b46e5/html5/thumbnails/45.jpg)
References• Kathy Sierra at Business of Software - If you do nothing else, watch this
• The Zero Moment of Truth
• The near impossibility of measuring returns to advertising (PDF)
• The Jobs To Be Done framework website
• HubSpot on Inbound Marketing
• B2C Content Marketing, benchmarks, budgets, and trends study, 2014 (PDF)
• The Innovator’s Dilemma
• Good Strategy, Bad Strategy
• The Lean Start-up
• Every Grain of Rice
• Mapo Tofu, my inauthentic ad-hoc recipe
• The Killing Joke
• Bill Hicks on marketing