Marketing Transformation Success Stories: Episode 1, Jammin With You
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IT’S TIME TO YOUR MARKETING. TRANSF RM
Transcript of Marketing Transformation Success Stories: Episode 1, Jammin With You
IT’S TIME TO
YOUR MARKETING.TRANSF RM
trans·for·ma·tion-noun
A change or alteration, especially a radical one.
SOURCE: WORLD ENGLISH DICTIONARY2
…the Internet has turned what used to be a controlled, one-way message into
a real-time dialogue with millions.
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DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010
“
4 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
of adult Americans use the Internet.79% 4
5
78% of Internet users conduct product research online.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
6 SOURCE: COMSCORE, AUGUST 2010
10.3 Billion
searches are conducted every month on Google.
7
2,750The average US Internet userviews
SOURCE: THE NIELSEN COMPANY, JANUARY 2011
web pages per month.
8 SOURCE: THE MEDIA AUDIT, OCTOBER 2010
1/3of US consumers spend three or more hours online every day.
9
24% of adults have posted comments or reviews online about the things they buy.
SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
10
Your customers are relying more & more on social. 9 out of 10
9 out of 10 Internet users visited a social networking site each month in 2010.
SOURCE: COMSCORE, FEBRUARY 2011
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1 out of every 8 minutes online is spent on Facebook.
SOURCE: COMSCORE, FEBRUARY 2011
12 SOURCE: RJMETRICS, JANUARY 2010
Twitter’s active user base generates
90 Milliontweets per day.
13 SOURCE: EMARKETER, AUGUST 2010
More than half of all Internet users read blogs at least monthly.
14 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
SOCIAL NETWORKS/BLOGS ONLINE GAMES
EMAIL PORTALS VIDEOS/MOVIES
= 1 MINUTE
US Internet users spend 3x more minutes on blogs
& social networks than on email.
40% of Facebook’s user base is age 35+.
15 SOURCE: ISTRATEGY LABS, JANUARY 2010
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64% of Facebook users have become “fans” of at least one company.
SOURCE: EXACTTARGET, 2011
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Web-based email usage is on
-59%
-1%
-18%
-8%-12%
22%
28%
AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54
AGE 55-64 AGE 65+
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
SOURCE: COMSCORE, DECEMBER 2010
thedecline.
Search engines, blogging & other Internet trends have fundamentally transformed the way people & businesses purchase products, but most small businesses still use outdated & inefficient marketing methods—like print advertising, telemarketing & trade shows—that people increasingly find intrusive & screen out."
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BRIAN HALLIGANCO-FOUNDER & CEOHUBSPOT
“
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70% of the links search users
click on are organic—not paid.
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
20
78% of business people use their mobile device to check email.
20 SOURCE: AT&T, MARCH 2011
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40%of US smartphone owners compare prices on their mobile device while in-store, shopping for an item.
SOURCE: COMSCORE, JANUARY 2011
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1 in 5US adult mobile phone owners have used their deviceto make a purchase in the past month.
SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
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40%of US households have a DVR.
SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010
24
200 MillionAmericans have registered on the Federal Trade Commission’s “Do Not Call” list. SOURCE: FTC, JULY 2010
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46%.The decline in spending on tech trade shows in 2009.
SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009
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91%of email users have unsubscribed from a company email they previously opted-in to.
SOURCE: EXACTTARGET, , 2011
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84%of 25-34 year-olds have left a favorite website because of intrusive or irrelevant advertising.
SOURCE: HOWTO.TV, APRIL 2008
We need to stop
interrupting what people
are interested in &be what people are interested in.”
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CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
“ Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.
new–adjective
Markedly different from what was before; changed, especially for the better.
29 SOURCE: WORLD ENGLISH DICTIONARY
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This is your new business card.
outbound
inbound
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This is your new marketing mix.
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Be helpful.
Helpful
Relevant
Remarkable
Frequent
ask yourself how you can be of service to your current and potential customers. What problems can you solve? What questions can you answer? What knowledge can you share?
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/10291/Helpful-is-the-New-Viral.aspx#ixzz1GsSghdGN
Helpful is the new viral.
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Generous is the
new cautious
& controlled.
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Remarkable is the new ‘business as usual.’
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Link love is the new ad buy.
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Targeted landing pages & clear calls to action are the new ‘visit my homepage’.
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Keywords are the new neon signs.
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Measurable is the new
‘gee, I hope this works.’
If you don’t like change,
you’re going to like irrelevancy even less.”
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GENERAL ERIC SHINSEKII, 2003
“
in·bound mar·ket·ing-noun
Any marketing tactic that relies on earning people’s interest instead of buying it; a.k.a. the key to marketing transformation.
40 SOURCE: WIKIPEDIA
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Inbound marketing in a nutshell.
2: CONVERT VISITORS & LEADS
1: GET FOUND ONLINE
3: ANALYZE & IMPROVE
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More than 1/3 of US companies use blogs for marketing purposes.
SOURCE: UM, OCTOBER 2010
Companies that blog get
website visitors.
43 SOURCE: HUBSPOT, 2010
55% more
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Inbound marketing costs 62% less per lead than traditional, outbound marketing.
AVG COST/LEAD: $143
AVG COST/LEAD: $373
OUTBOUND INBOUND
SOURCE: HUBSPOT, 2011
45 SOURCE: HUBSPOT, 2011
67%of B2C companies
and 41% of B2B companies
have acquired a customer through Facebook.
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57% of businesses have acquired a customer through their company blog.
SOURCE: HUBSPOT, 2011
42%of companies have acquired
a customer through Twitter.
47 SOURCE: HUBSPOT, 2011
48 SOURCE: HUBSPOT, 2011
2/3 of marketers say their company blog is “critical” or “important” to their business.
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83%
The number of marketers
who say Facebook
is “critical” or “important”to their business
has increased
in just two years.
SOURCE: HUBSPOT, 2011
51% of Facebook fans are more likely to buythe brands they fan.
50 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
79% of Twitter followers
are more likely to recommend
the brands they follow.
51 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
The average budget spent on company blogs & social media has nearly doubled in two years.
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$$$ $ $$$ $$$$ $ $$$ $ $$$ $ $$$ $$
2009
2011
$= 1% OF ANNUAL MARKETING BUDGET
$
SOURCE: HUBSPOT, 2011
What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.”
53
JIM STENGELFORMER GLOBAL MARKETING OFFICER FOR PROCTER & GAMBLE
“
how·to–noun
A set of step-by-step instructions for accomplishing a certain task or reaching a certain objective.
54 SOURCE: RANDOM HOUSE DICTIONARY
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Make stuff people want.
1
• EDUCATIONAL EBOOKS• HOW-TO VIDEOS• ONLINE CALCULATORS• PLANNING TOOLS• ANSWERS TO COMMON QUESTIONS
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Be generous.2
• THE MORE YOU GIVE, THE MORE YOU GET
• BUILD TRUST, CREDIBILITY, & GOOD WILL
• INCREASE # OF PAGES & INBOUND LINKS
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Rock your keywords.
3 • HTTP://WWW.HUBSPOT.COM/INTERNET-MARKETING-TIPS/DETAILED-KEYWORD-TIPS/
• HTTP://WEBSITEGRADER.COM/
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Give great directions.4
• RELEVANT LANDING PAGES• CLEAR CALLS TO ACTION• COMPELLING OFFERS
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Invest wisely.5
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
It no longer makes economic sense to send an advertising message to the many, in hopes of persuading the few.
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M. LAWRENCE LIGHTFORMER CHIEF MARKETING OFFICERMCDONALDS
“
Amen.
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MARKETING TRANSFORMATION WEEK 5 days. 50 prizes. 500 tips.
Learn, win, transform! http://HubSpot.com/MTW
April 4-8, 2011
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IMAGE CREDITS.HubSpot gratefully acknowledges the following photographers for sharing their original works via flickr & the Creative
Commons license.
SLIDE
FLICKR USERNAME SLIDE
FLICKR USERNAME
4 PIMBOULA 32-34
SHEREEN M
5 MEZ LOVE 35 MAIT JÜRIADO
6, 58 & 59
STÉFAN 36 AJITH
7 DARRREN HESTER 37 TELSTAR LOGISTICS
8 NICHOLASJON 38 DR CRAIG
9 GUSTAVO PIMENTA 41 EKURVINE
12 ETGEEK (ERIC) 42 AGAHRAN
13 & 15
DELPHWYND 43 B.ROMAIN
16 IAN RANSLEY DESIGN + ILLUSTRATION
46 JULIANA COUTINHO
22 MASOCHISMTANGO 47 RJMETRICS
23 ABBYLADYBUG 48 EFLON
24 TYLERDURDEN1 49 ESCAPEDTOWISCONSIN
25 CELINE NADEAU 50 XURDE
26 INKMAN_ 55 JOSH LIBA
27 ASHLEY ROSE 56 BRANDON CHRISTOPHER WARREN
32-34
SHEREEN M 57 FEITICEIRA_ORG
*ALL IMAGES WERE PURCHASED ON ISTOCKPHOTO.COM UNLESS NOTED ABOVE.
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ABOUT HUBSPOT.
HubSpot is an all-in-one marketing software platform for small and medium-sized businesses. 4,000+ companies use HubSpot to generate over 500,000 leads per month.
LET’S BE FRIENDS ONLINE!http://blog.hubspot.com/Twitter.com/hubspotFacebook.com/hubspotLinkedin/com/hubspotYoutube.com/hubspotflickr.com/photos/hubspot
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