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The New Rules of Marketing

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Pam Didner
Pam Didner

The new rules of marketing & how you can use them to your advantage.

Marketing
1 of 62
@PamDidner The New Rules of Marketing & How You Can Use Them to Your Advantage @Pam Didner Author 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
@PamDidner
@PamDidner Source: Innovation Flow, Shankar
@PamDidner Rule 1: Consumers are spoiled
@PamDidner Spoil them and us Rotten
@PamDidner For all industries
@PamDidner Fast
@PamDidner Great. Free.
@PamDidner Easy.
@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
@PamDidner Rule 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 them Partner 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 Writing User Interface/Design layout
@PamDidner
@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
@PamDidner Southwest Airlines (Now)
@PamDidner Personalization 1.0 Customized e-mail Customized website access Customized content for lead nurturing
@PamDidner Personalization 2.0 Makes 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
@PamDidner

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The New Rules of Marketing

Editor's Notes

  1. Marketers are overwhelmed by the pace and speed of technology and platform changes.
  2. Consumers in more than 70 countries enjoy seeing their names on coke bottles, even customized bottles on-line. A real man! A stylish dude. BFF! Genius!
  3. Internal data vs external data…