@PamDidner
The New Rules of Marketing &How You Can Use Them to Your
Advantage
@Pam DidnerAuthor of Global Content Marketing
@PamDidner
The Marketing World Is Changing Fast
@PamDidner
Endless marketing channels
@PamDidner
If the rate of change on the outside exceeds the rate of change on the inside, the end is near.
@PamDidner
It’s time to do something different about marketing
@PamDidner
Source: Innovation Flow, Shankar
@PamDidner
Rule 1: Consumers are spoiled
@PamDidner
Spoil them and us Rotten
@PamDidner
For all industries
@PamDidner
Great. Free.
@PamDidner
What are you doing to spoil
your customers?
@PamDidner
Really Understand their needs and reduce
frictions
@PamDidner
Spoil them with a purpose
@PamDidner
Free and unique content
A la carte pricing model
Expand adjacent skills
Grow their businesses
@PamDidner
It’s about them
@PamDidnerRule 2: They’re not that into you
@PamDidner
Want Need
@PamDidner
Once your needs and wants are met, you go on with your life.
@PamDidner
Make it quick & easy
@PamDidner
Evernote learning• Iconography and color is
paramount
• The shorter an interaction, the better
• Context is king
• Expect to rapidly iterate
• Some capabilities are better left for other form factors
@PamDidner
What are you doing to facilitate your customers’
needs?
@PamDidner
Easy to find info.
Help them connect
Talk to themPartner
Marketing
@PamDidner
Spoil them by being helpful
@PamDidner
They still are just not that into
YOU
@PamDidner
Rule 3: Good design is good business
@PamDidner
Marketing has been about communication, promotion
and sales enablement
@PamDidner
Envision how best to display your products/content on mobile app and website
@PamDidner
Typing vs. Touching
@PamDidner
Design becomes a central element
of marketing
@PamDidner
Who owns design?
@PamDidner
It’s not about colors, logos…
@PamDidner
Design = the overall experience you create
on-line and off-line
@PamDidner
Quality of Content
Display of Content
Copy WritingUser Interface/Design
layout
@PamDidner
Rule 4: Data and Analytics are your BFF
@PamDidner
In the near future, everything will be connected
@PamDidner
An abundance of data is generated
@PamDidner
If your data is connected and integrated…
@PamDidner
• Optimize customer experience• Personalization• Predictive analytics
Source: http://hadapt.com/use-cases/threat-detection-and-analysis/
@PamDidner Southwest Airlines (Before)Experience Optimization
@PamDidnerSouthwest Airlines (Now)
@PamDidner
Personalization 1.0
Customized e-mail
Customized website access
Customized content for lead nurturing
@PamDidner Personalization 2.0Makes us more efficient
Device-based
Timing-based
Location-based
@PamDidner
Predictive Analytics
@PamDidner
Is your data integrated?
@PamDidner
Use insights to optimize and refine design and customer experiences
@PamDidner
Rule 5: Tell a Story
@PamDidner
We all love well-told and well-written stories…
@PamDidner
If narratives go static, stories die. Because life is never static…
@PamDidner
Does the way you approach your
customers become static ?
@PamDidner
Stories have characters.Your products and services are not characters
@PamDidner
Present: seek customers’ needs
Past: History
Future: what will you do for them?
@PamDidner
In summary…
@PamDidner
• They are spoiled• They are not that into you• Good design is good business• Data and analytics is your BFF• Tell a story
@PamDidner
IT’s time to do something different!
@PamDidner
We can’t do it all…
@PamDidner
Prioritize you must