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Marketing Now! AEM Workshop Thursday September, 5th. 2013 The Woodlands Chamber of Commerce, The Woodlands Texas
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Marketing Now!AEM Workshop | 05.09.2013 | The Woodlands, TX
Luis Alvarado, PhDDirector Tec de Monterrey, MiamiBusiness Partner in nContactoHigher education administration and trainingConsulting in Marketing and CommunicationsBusiness Development for use of technology for distance education
Jose Luis Lopez, MBACEO/Founder nContactoWW Compliance, PPS Hewlett Packard, HoustonExperienced educatorPresident of Mexican Talent Network, Houston ChapterMember of several nonprofit Hispanic and professionals associations in the US and Mexico
@drluis
@pplopez
Marketing Now!AEM Workshop#MarketingNow | ez-mkt.com/marketing-now
Marketing Now!AEM Workshop | 05.09.2013 | The Woodlands, TX
Start the conversation!#MarketingNowez-mkt.com/marketing-now
Web voting: ez-mkt.com/marketing-now
Quick Survey 1
FIRST start by knowing whatNowadays means to be one
PHILOSOPHY:PHILOSOPHY:Marketing is about engaging with your customers on an emotional level
QUOTED SAYING:“I think this will really resonate with our audience”
FAVORITE TOOLS:Wordpress Twitter
Photoshop Email
STRENGHTS:• Creative• Innovative
TYPICAL PROJECTS:• Email Campaigns• Content Creation• Thought Leadership
PHILOSOPHY:Data is the key to improving marketing accuracy and effectiveness
QUOTED SAYING:“Here are the ROI numbers for that last campaign”
FAVORITE TOOLS:Pardot Excel
Analytics Adwords
STRENGHTS:• Organized• Detail-Oriented
TYPICAL PROJECTS:• Forecasting• Lead Management• Reporting & Analytics
WHATISTHEBEST
“The modern marketer must have a strategic and analytical mind dedicated to measurable metrics but that is always craving a creative outlet”
It is no longer about developing a catchy ad campaign that you will
shout from the roof tops. Marketing has evolved into a combination of
artistry and science
Inbound marketing has become the go-to strategy for modern marketers, putting a Premium on writing skill
Visual content grabs consumers’ attention making it a valuable marketing resource
Social media has changed the way marketers interact with consumers, making managing digital relationships an important skill
Email remains the workhorse of most modern marketing departments. Best practices and design remain essential skills for marketers
Marketing can no longer afford to be a cost center and the modern marketer should track all marketing activities and campaigns
With more responsibility and fewer resources marketers must be experts in budgeting and operations
Marketers need to be data experts, able to see major trends and important takeaways in a mass of data at a glance
Using tools like Salesforce to understand campaign performance is an essential skill for the modern marketer
People want…
Less of this…
More of this…
“Is it entirelyposible formarketing tonot suck?”
The Breakup
YOUR WEBSITE
SOCIAL MEDIA
SEARCH ENGINEOPTIMIZATION
PAID SEARCH& BANNER ADS
WORD OF MOUTH
REFERRALS
OFFLINEMEDIA
EMAILMARKETING
MOBILEDEVICES
CRMSOFTWARE
WEBANALYTICS
Is Your Business dealing with snakes and ladders?
HOW MUCH HAPPY IS YOUR CUSTOMER ?
Web voting: ez-mkt.com/marketing-now
Quick Survey 2
Inbound marketing isa marketing strategy that focuses on
getting found by
customers
Getting picked is about publishing
smart
Inbound Generation is
Publish Converting
Promoting Analyze
Optimizing
What are the latest marketing trends
“Marketers need to build digital relationships and reputation before closing a sale”
- Chris BroganPresident, Human Business Works
How many U.S. adults research products online?
In the near future, virtually ALL adults will use search engines to find information
96% for young adults(age 18-29)
Researcheda product,
YESTERDAY (that’s 39M)
of companiesstate theywould reduce investment onprinted media41%
of overall marketing was spent of digital marketing in 201124%
Over 700,000 local businesses have active pages on facebook
= 100,000
state they will place more investment into local media efforts on their websites suchas blogs and product reviews
64%
Digital Marketing Spend
Web voting: ez-mkt.com/marketing-now
Quick Survey 3
Spending Budget10.4% of 2012 Revenue was Spent of Marketingand budgets will increase 6% in 2013!
U.S. Digital Marketing Spending Survey, 2013. Gartnerwww.gartner.com/technology/research/digital-marketing/digital-marketing-spend-report.jsp
Financial Serv/Insurance
High-Tech
Manufacturing
Media
Retail
Healthcare
Total
9.2
10.6
12.7
10.69.1
10.6
10.4
Marketing Budget as percentage of Company Revenue
Mobile Marketing
Social Media
E-Mail Marketing
Display Advertising
Search Marketing
950
1649
1676
11732
24299
Forecast for US interactive Marketing 201217% of total ad spend for 2012
60.3%
29.0%
4.1%
4.1%
2.3%
US Million
U.S. Digital Marketing Spending Survey, 2013. Gartnerwww.gartner.com/technology/research/digital-marketing/digital-marketing-spend-report.jsp
Discover your Customer
How do you find your customer?
This Way?
Or this way?
Traditional Business Development
Business Plan
Plan Execution Growth!
Where is the Customer?
“Lean Startup” Business Development
Business Model
Customer Discovery
Customer Validation
Customer Creation
Market Positioning
Everything is about the Customer!
Why a Pivot?
What is your Customer looking for?What is your Customer looking for?
Solve a Problem
Satisfya Need
What do they expect?
A Premium Customer Experience!
How to do it?
“Lean Startup” Business Development
Business Model
Customer Discovery
Customer Validation
Customer Creation
Market Positioning
Business Model
Customer DiscoveryHypotheses
Get Out of Building!
An Hypotheses
Business Model Canvas
Customer Discovery
Customer ValidationMVP
Find your customer
A Minimun Viable Product
Landing Page
Customer Validation
Customer CreationA/B Testing
Understand your Customer
A/B Testing
Web Optimization
Customer Creation
Market PositioningMarketing
Develop Customer Experience
Life Cycle Marketing
Marketing Automation
Marketing Now!5
INNOVATION
14
CREATIVITY
22
THE RIGHTPARTNER
34
ANALYTICS
29
INTEGRATION
46
AUTOMATION
Web voting: ez-mkt.com/marketing-now
Quick Survey 4
Final Rules
Final Rules
It is a “huge” challenge to convert from offline to online
Find the most ideal combination
Think about where you target in on the webWhen they are in “search” mode & when they are in “whatever” mode
Think “viral” from the startMake it easy attractive to “pass on” to friends
Final Rules
Measure and analyze everythingTag all your linksGoogle analytics is free! Track EVERYTHING!Test, then test again. Learn… and adapt
Look outside of your walls for expertise and partners
Shift is happening at an increasing speed
Think “viral” from the startDon’t be afraid to make mistakes… you will make some!
Final Rules
Do Marketing Now!InnovationCreativityIntegrationAnalyticsAutomation
Luis Alvarado
latraiciondelamemoria.blogspot.com
/drluis
/@drluis
/dr-luis-alvarado
/112643040851702092466
Jose Luis Lopez
pplopez.net
/jose.luis.lopez.mota
/@pplopez
/joseluislopez
/105631073905208982112
ez-mkt.com/marketing-nowto access this material:
ThanksGraciasشكرا
gràcies
谢谢
bedankt
MerciDank
תודהευχαριστίες
감사
Aliquam
спасибоขอบคุณ
obrigado
با تشکر
感謝
Tack
dzięki
Go raibh maith agat
շնորհակալություն
Eskerrik asko
благодаряhvala
धन्यवादgrazie
благодарам
mulţumiri
хвала
Terima kasih
Grazzi
Grazas kiitos
דַאנק
diolch
teşekkürler
ಧನ��ಾದಗಳ�
Takk
આભારદશર્ક શબ્દોdíky
tänan
salamat
ধনয্বাদ
www.ez-mkt.com | 281-374-4734 | [email protected]
Web voting: ez-mkt.com/marketing-now
Quick Final Survey