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Old marketing is dead… Only talking TO the audience… Talking LOUDLY through advertising…

Old marketing is dead… Only talking TO the audience… Talking LOUDLY through advertising… Style without substance…. New marketing requires… Talking WITH the audience… B uilding engagement across multiple platforms… Consistently providing value and reasons to engage…. Marketing is not….

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Old marketing is dead… Only talking TO the audience… Talking LOUDLY through advertising…

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  1. Old marketing is dead… • Only talking TO the audience… • Talking LOUDLY through advertising… • Style without substance… • New marketing requires… • Talking WITH the audience… • Building engagement across multiple platforms… • Consistently providing value and reasons to engage…

  2. Marketing is not… Based on any single discipline: Being great on Twitter does not equate to being a successful marketer. Based solely upon the size of your budget: If you’re buying your audience, you’re not marketing to them. Separated from the product: Brilliant marketing never covers a flawed product.

  3. Marketing is… If a young man tells his date she’s intelligent, looks lovely, and is a great conversationalist, he’s saying the right things to the right person -- that’s marketing. If the young man tells his date how handsome, smart, and successful he is -- that’s advertising. If someone else tells the young woman how handsome, smart, and successful her date is -- that’s public relations.

  4. Successful marketers… …use marketing, advertising, and public relations to create a focused, methodical campaign which generates measurable, targeted results. Susan Boyle’s appearance on Britain's Got Talent generated 86,772,621 views on YouTube, album sales of over 700,000 in the first week, and a soldout concert tour. And she was on Oprah. Carefully planned and perfectly executed marketing…

  5. Example #1: ScottFeldman.net Easy navigation Featured text User comments Homepage teasers Social Media display 6,500 uniques/month Ad budget: $0.00

  6. Example #2: BerkleeGroove.com Goal: Replace student-run, printed newspaper with online-only edition providing timely, interesting, and engaging news while representing the voice of the Berklee student community. Featured text • Steps TO SITE LAUNCH: • Mentor students on proposal and development process. • Select designer and developer. • Coordinate staff for content. creation and training. • Act as intermediary between students, staff, and administration. • Launch site on time, on budget, and to acclaim. Homepage teasers

  7. Example #3: rock.com (2004) Goal: Build audience for a startup website with no previous connections and partners. • STRATEGY: • Identify audience (demographic analysis) • Solicit unique content from partners matching key demos. • Present content in a clear, compelling manner • Build “stickiness” through contesting and continual dialogue with userbase. • Measure, adapt, repeat… Established partnerships: Capitol Records/EMI, Universal, Ticketmaster, CBS, and others… Site Traffic increased 800% in first year peaking at 1.2 million monthlyuniques in ’05.

  8. Example #4: ArtsBoston.org • Online strategy: • Create a “destination” site • Optimize for key demo and search • Identify partners who enhance message • Build mailing list, display signup prominently No statement of purpose Too many choices • OFFLINE strategy: • Answer the question “Why ArtsBoston?” • Identify primary audience • Remove barriers to participation at events • Establish and promote ArtsBoston’s service to the arts community Page doesn’t “read” Est. 25-30,000 uniques/month Marketing budget: Unknown

  9. Example #5: MySpace.com • CONSIDER THIS: • Who owns the site? • What’s the message intended/received? • Do I control this environment sufficiently? • What does this presence achieve? • Can I keep it fresh? • strategy: • Create something compelling • Design should be accessible • Don’t accentuate anything you can’t control Est. 25-30,000 uniques/month Marketing budget: Unknown

  10. They say… “Your take on online presence and marketing was logical, to the point, and most of all … useful.” --Nicholas Adam Owens, SGA President, Berklee College of Music “At his essence, Scott Feldman has an innate sense of how to make people feel comfortable and instills a sense of faith that he will deliver on his promises and he does. I am personally in awe of Scott’s writing style (particularly his ad copy work) which is always engaging and compelling.” --Richard K. Berger, Berkent Legal Services “Scott’s ability to effectively communicate ideas and execute them with the utmost professionalism allowed for a great working relationship...” --Leon Lyazidi, John Lennon Songwriting Contest – Assistant Director “Scott was a pleasure to work with. His innovative ideas, ability to work with the team, and sense of policy make him an effective team member.” --Desiree Girifalco, HR Consultant & Specialist

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