Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old- fashioned advertising. “ ” We need to stop interrupting what people are interested in and be what people are interested in… CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
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Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.
“. Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and be what people are interested in…. ”. Craig davis Chief creative officer, worldwide - PowerPoint PPT Presentation
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Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.“
”We need to stop interrupting what people are interested in and be what people are interested in…
CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
Taking the First Step: Investigating Interactive Media for Any PublicationMay 23, 2012
Introductions1
Key Issues2
Finding new members
Engaging more members
FACT:The Internet has fundamentally changed the way people find, discover, share, shop, & connect.
FACT:Inbound marketing is a lot more cost-effective than traditional, outbound marketing.
Introduction to Inbound Marketing3
What is Inbound Marketing?
Inbound
marketing is a fundamental shift in how we relate
to potentialcustomers
PUSHPAIDRENT
INTERRUPTINVENTORY
Email
VS.
11
PULLEARNED
OWNATTRACTASSET
Inbound marketing costs 62% less per lead than traditional, outbound marketing.
INBOUND:AVG COST/LEAD: $143
SOURCE: HUBSPOT, 2011
OUTBOUND:AVG COST/LEAD: $373
STOP FORCING leads through your decision process.
An Example of Inbound Marketing?
Blogging.
No Topic is too Niche for a Blog
17
152,000,000SOURCE: UM, OCTOBER 2010
There areblogs on the Internet.
18
The global population of blog readers keeps growing.
2008 2009 2010
55%
61%
65%
% OF DAILY INTERNET USERS WHO READ BLOGS
SOURCE: UM, OCTOBER 2010
Don’t Blog Blog
8
15
88%
# OF
MED
IAN
MON
THLY
LEA
DS
19SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010