Agenda

1
Agenda

• Introduction
• Marketing 1.0 Landscape
• SEO, CPC, and Intent-driven Marketing
• Marketing 2.0, or Invisible Marketing
• QA

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Marketing 1.0 (1995)

• Focus on lead generation and brand awareness
• Marketing Response Hierarchy
• Awareness
• Interest
• Desire
• Action
• Companies talking at crowds

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Marketing 1.0 (1995)

• Toolkit includes collateral, traditional PR
  firm, direct mail, print advertising, other (TV,
  radio, etc.)
• Marketing operating in a silo handing over leads
  (us vs. them mentality)
• 50 of marketing is wasted...just dont know
  which half!

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Along Comes Web 2.0
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Web 2.0 Meme Map
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Technology Shift

• Internet
• Moving from Web 1.0 to Web 2.0
• Consumers
• Surf 1990s ? Search 2000s ? Subscribe 2006
• Companies
• Moving from monologues to dialogues
• Two-directional relationships with customers

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Impact for Marketers

• Todays consumers want
• Conversations
• Transparency
• Personalized and culturally appropriate
  information
• Community
• Whatever/Whenever W Hotels

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This is Driving...

• Print Collateral -- Web Brochure -- Online
  Experience
• Print Ads -- Banner Ads -- SEO (soon BEO RSS
  preferences)
• Direct Mail -- Email -- Subscription
• Individual Creation -- Group Collaboration --
  Back Channel
• Focus Groups -- Web Research -- Blogs
• PR Gatekeeper -- Everyone is Spokesperson
• Real time!!

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The Shift is Now

• Pepsi
• Online ad budget has gone from 1 of total ad
  spending to 5-10 in five years
• General Mills
• Doubling online ad spending in the current year
• Kraft
• Doubling online campaigns in 2006, and increase
  by 50 the number of brands it advertises online
• Anheuser-Busch
• Online ad spending will double in 2006, hitting
  5 of the total ad budget

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Marketing 2.0 in Context

• 1.0 1n
• Lead generation
• 1.5 11
• Segmentation and personalization
• 2.0 nn
• Conversations and communities
• e.g., Plentyoffish.com

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New Tools New Complexity

• New marketing toolkit
• Blogs, podcasts, RSS, etc. deliver the
  interactivity that customers crave
• They extend and complement existing activities
• New vendors to manage
• New level of complexity
• More moving parts to manage
• Reaction is now real time
• Ego search vs. index search

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Marketing 2.0

• Technology opens the door to more metrics
• Blogs, podcasts, RSS, PPC, SEO, etc. are all
  inherently measurable
• Closed-loop marketing becoming a reality
• Six Sigma Marketing, Marketing Operations
  Management are the new trends
• More pressure to show results but the tools are
  there

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For Example...

• Google rank/mentions
• What matters Trend and location
• What doesnt Raw numbers
• Use ego search carefully!
• Keyword prices
• What matters Trend and creativity
• What doesnt Month-to-month changes
• Tracking keyword competitors
• What matters Who is buying your words
• What doesnt Who is buying elsewhere than
  Google
• Click-thru rates
• What matters Campaign-based CTRs
• What doesnt Branding CTRs

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A CEOs Eye View

• Marketing/sales/service lines blurring
• Sales marketing, customer support and even IT
  should be re-evaluated/realigned
• Processes are a must to ensure proper hand-offs
• New performance measures are emerging for
  executives, Boards, investors, etc.
• Changes in marketing expenditures can and
  should be tied directly to revenues and profits
• This is inherently a data-driven change, so
  embrace it

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Things to Remember

• Crowds talking to crowds
• Marketing 2.0 is here
• Trust with verification
• Participate, but always control and manage
• Embrace new metrics
• Closed-loop marketing
• Invisible marketing
• Community-centric marketing is art and science

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• QA