Marketing now

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

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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

luis.alvarado@ncontacto.com

latraiciondelamemoria.blogspot.com

/drluis

/@drluis

/dr-luis-alvarado

/112643040851702092466

Jose Luis Lopez

joseluis.lopez@ncontacto.com

pplopez.net

/jose.luis.lopez.mota

/@pplopez

/joseluislopez

/105631073905208982112

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Quick Final Survey