The (Incomplete, Completely Adaptable) Rules of Modern Marketing
Transcript of The (Incomplete, Completely Adaptable) Rules of Modern Marketing
@johnvlane | @centerline
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70% of the buyer’s journey is over before the first sales touch.
Corporate Executive Board Marketing Leadership Study, 2011
The average shopper uses sources before buying; twice as much as in years past.
5.27
10.4
2010 2011
http://www.zeromomentoftruth.com/
@johnvlane | @centerline
Brand Goals
Open-Ended Personas
Storylines
ChannelsContributors
Journalistic Process
Feedback LoopsAn Agile
Marketing Framework
aThe Ability
To Rapidly Act With Valuable Content
Create New Math
World Relevance
Age + Accuracy + Utility + Channel Distribution
Brand Relevance
Message + Design + Effectiveness
@johnvlane | @centerline
@johnvlane | @centerline
@johnvlane | @centerline
Install a Pebble Tile Accent WallThe bathroom can be a inviting beautiful room that can add a lot to your home with just a few simple changes, such an a pebble tile accent wall.
What’s so funny?
And why doesn’t she get the joke?
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Who The Hell Are These People, Really?
The Old Thinking:
Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
“
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A. 1.39% Conversion B. 13.13% Conversion
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ROI
ROI(GAIN FROM INVESTMENT - COST OF INVESTMENT)
COST OF INVESTMENT=
This is the equation used by the NBA to calculate Player Efficiency Rating (PER).
This is the equation proposed by one social media agency to calculate the value of a fan.
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Measurement Hierarchy For Content MarketingAWARENESS ENGAGEMENT LEAD GEN / SALES SERVICE / ADVOCACY
TRAFFIC
SHARE OF VOICE
CONVERSION RATE
DIRECT RESPONSE
PIPELINE
ROI
RESOLUTION
Clicks • Page Views • Repeat Visits • Content Views • Embeds
Likes • Favorites • Followers • Fans • Retweets • Comments • Cross Links
Referrals • Downloads • Subscriptions • Registrations • Time to First Sales Touch • Conversion to Opportunity Rate
Opens • Direct Messages • Chat • Email • Calls
Leads • Lead Quality • Lead Duration • Lead Age • Conversations • Sales Total Program-Sourced Pipeline • Pipeline x Likelihood of Close
Customer Lifetime Value (CLV) • Close Rate • Average Deal Size • Program-Sourced Revenue • Program-Influenced Revenue • Revenue Expected / MQL
Inquiries • Response Time • Satisfaction
What Does Quality Mean?
@centerline
Utility x Inspiration x Empathy = Quality Content
(Notice the lack of “design” in the equation.)
@johnvlane | @centerline
Brand Goals
Open-Ended Personas
Storylines
ChannelsContributors
Journalistic Process
Feedback LoopsAn Agile
Marketing Framework
a