Emerging Marketing Trends Julian Mills, Prescient Digital Media
Emerging Marketing TrendsJulian Mills, Prescient Digital Media
Who is this guy?
• Work with clients to plan, deliver & measure successful intranet and Internet sites
• Experience with a number of organizations
2
Who is this guy?
“Too many printers have failed to communicate the following important information about our business:…transferring data from a raw state onto a piece of paper is a knowledge-driven, high-tech process.”
Session Take-aways
1. Know what you are authentically good at doing2. Perception = permission3. Understand and use social media4. Integrate your activities5. Act on the good ideas
Converging Marketing Trends 22.09.104
Perception?
Change your unit of business*
• From pure product to product-service mix• Money being wasted on printed materials that were
displayed badly or not at all.• Stopped selling individual print jobs.• Began to print promotional material and manage
installation of materials onsite.
*Harvard Business Review, March, 2005
Customer value/permission
• Madden focused on a few companies willing to pay for the enhanced service.
Harvard Business Review, March, 2005
Business results
• “Madden’s revenues grew from $10 million in 1990 to $133 million in 2004, in an industry thought by many to be hopelessly mature.”
Harvard Business Review, March, 2005
Core competencies
Permission
• Conventional printing companies couldn’t respond• Lacked capacity to connect with customers at a
senior level.
Harvard Business Review, March, 2005
Solutions have no inherent value
• “Solutions only derive value from the problems they solve and/or the results they produce. Understanding this guides everything else we do with clients.”
Mahan Khalsa, Let’s Get Real
Web 2.0 (thanks to Shel Holtz)
Conversation-enabled publishing platforms• Blogs, podcasts, Technorati
Social networks• Facebook, LinkedIn, MySpace
Social bookmarking• Delic.io.us, Digg, StumbleUpon
Democratized content networks• Wikipedia, Yahoo! Groups, MyStarbucksIdea
Presence networks (micro-blogging)• Twitter, YouAre
Content sharing sites• YouTube, Flickr, ePinions.com
Virtual networking platforms• Second Life, There.com
Social media’s impact
75%75% of Americans use social technology (Forrester)
66%66% of the global intranet population visits social networks (Nielsen)
1,382%1,382%monthly growth rate of Twitter users from Jan. to Feb. 2009
5 billion5 billion minutes spent on Facebook every day
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Traffic Growth
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Who is using social media?
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Social Media in Action
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Social Media in Action
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Social Media in Action
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Social Media in Action
© 2009 Prescient
Integrate your activities
Awareness/Lead Needs Analysis Maintain Relationship• Newsletter• Webinars• Events• Blog• Website (downloads)• Blog• Facebook• LinkedIn• Twitter• YouTube• SlideShare• Public Relations
• Blog• Website (validation)
• Website• Webinar• Newsletter• Blog• LinkedIn
Integrated Marketing
• Print• Database-driven• Individually
targeted• Online• Social Media
Converging Marketing Trends 22.09.1021
Key messages
• Understand and use social media yourself!
Session Take-aways
1. Know what you are authentically good at doing• Bring your team together and ask them
2. Perception = permission• Ask the most senior contact at your 10 largest
customers how they perceive you and what problems you solve
3. Understand and use social media4. Integrate your activities5. Act on the good ideas
• Assign an individual and a deadline for getting them done
Converging Marketing Trends 22.09.1023
Julian Mills, Prescient Digital Media
[email protected]://getstrategic.blogware.com
www.Twitter.com/millsj007
Strictly Confidential © 2010 Prescient Digital Media Not For Distribution