The Future of Marketing by Jane Slimming
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Transcript of The Future of Marketing by Jane Slimming
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The Future Of Marketing
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The Traditional Method
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Zero Moment of Truth
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What does this mean to you?
• Where are you currently spending your time / budget• Where should you be focussing your time and budget?• Where are the biggest efficiencies?
• Lets start at the beginning.....
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First Moment of Truth
• Your product / service• Re-visit what it would be like to experience
your product for the first time• What is your shelf? Website? Phone Call?
Meeting? Retail?
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Second Moment of Truth
• Word of mouth has always been important but now it’s not referrals it’s creating someone elses ZMOT
• What is your CRM programme?• How are you getting the most out of your
customers?• Are you asking them to work for you?• Are you satisfying their needs?
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Zero Moment of Truth
• Combination of Content Marketing, Organic Promotion, PR and Social Media
• Ensuring that you have consistency in messaging and your product / Brand values are communicated at ALL touchpoints
• This can be a new area to many....
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Organic Promotion
Link-building
Sponsored postAdvertorialGuest post
Blogger OutreachReview
Give-awayCompetition
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Organic Promotion
Brand Buzz
Social following
Natural links if any
Blogger outreach
Keyword driven
Website stats
Link specific
Link-building
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Link-building
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Organic Promotion
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Social Media
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Social Media
• Since Google’s Penguin and Panda update social signals are becoming more and more of a ranking factor.
Spearman’s rank correlation coefficient for SEOby Search Metrics
• Fresh content for Google• Increase in brand queries• Increase in impressions on Google SERPs
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Social Media
Management
Social Landscape
Profile Designs
Profile Layout
Strategy
Reporting
Daily Posting
Content Research
Writing Posts
Scheduling Posts
Campaigns
Strategy
Planning
Execution
Promotion
Community Management
Customer Service
Crisis Management
Sales
Advertising
Strategy
Ad Content
Ad Placement
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Social Media
Measure & Track
Distribute & Share Content
Create Content
Choose a Topic
Research Influencers
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PR Client Zeal and Partners
Zeal
Content
Without content none of it works...
Zeal
Organic Promotion
Online PR
Social Media
Client Site
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What is Content?
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Consistency – BRAND marketing
• Marketing is so much more fragmented, the more fragmentation that occurs the more important brand becomes
• This doesn’t have to be big budget, it can be kept simple• Produce some brand guidelines and stick to them, even if it’s not
the easiest path to choose• Ensure all your collateral is branded• Ensure your brand communicates what you want it to
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10 things to do Today...
• Mystery shop your own company / product• Visit / Revisit your brand and write some brand guidelines• Go to your shelf and find out if it’s working for you• Talk to your customers – the most cost effective way to start• Listen to your customers – social monitoring will tell you a lot• Look at your content and produce more• Respond to negativity – what is your customer service like• Google set up – Are you set up correctly?• Visit your competitors • Visit Google’s Zero of Moment of Truth