Professional Documents
Culture Documents
TABLE OF CONTENTS
1 A New Model 2 Connect 3 Cultivate 4 Convert 02 04 16 24
A NEW MODEL
Getting noticed has always been the job of advertising, but its the most costly marketing you will do, so make every penny count.
DRIVE TO DIGITAL
In the past advertising was used to get awareness, make the pitch and deliver qualified buyers Now you can do most of it better in digital channels So advertising doesn't have to carry the value proposition anymore Its job is to drive people to digital channels
Copyright 2013 by IQ Agency
THE JOURNEY
Forget the funnel. The consumer journey to purchase is very different now.
Copyright 2013 by IQ Agency
* McKinsey & Co
DREAM
DO
ENJOY
10 * McKinsey & Co
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* McKinsey & Co
GETTING ATTENTION
Consumers are more demanding and ads alone are not enough anymore.
Copyright 2013 by IQ Agency
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PAID MEDIA*
Traditional media develops brand, but is less directly responsive Digital media connects the viewer immediately with a click Search captures already active prospects and should be at the top of the list Use the Consumer Decision Journey** to select tactics
Copyright 2013 by IQ Agency
*13 banner ads, TV, radio, print **Copyright McKinsey & Co.
OWNED MEDIA*
SEO drives search on owned site, mobile and social Social is highest influence and trust in purchase research Brand Ambassadors spread awareness
* brand website, blog, Facebook and other owned social sites
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EARNED MEDIA*
Earned is not only press Social is also earned since consumers really own it Transparency earns trust, trust earns reputation More likely to create viral and Word Of Mouth
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Most people are not ready to buy, they need to be cultivated. If a brand waits until the buyer is ready its too late. If preference is created, conversion is easier when the time comes.
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EXCHANGE VALUE
Relationship/Dialogue is the result of value exchange Exchange content for consumer information Use that information to make your brand more personally compelling Content only works if the target consumer considers it valuable
Copyright 2013 by IQ Agency
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ENABLE TRUST
Social marketing is cultivation Compelling content influences social communities User Generated Content (UGC) and social customer service are key
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Convert prospects into qualied leads and deliver to sales. Convert customers into brand ambassadors.
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SALES MACHINES
The next best thing to a great salesperson is a great digital experience
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MARKETING AUTOMATION
Marketing Automation cultivates individual relationships with prospects It tracks activity at the individual level on your website, blog, email etc. Each event adds to the profile of the prospect Supports attribution
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MAKE CONVERTS
Give your customers reasons to be happy and then ways to spread the joy
Copyright 2013 by IQ Agency
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BRAND AMBASSADORS
Brand Ambassadors spread their enthusiasm and create new prospects and customers Enable, equip and motivate these ambassadors to spread their opinions Enable sharing of User Generated Content on your sites and in social networks
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CONTENT IS KING
...Queen and the entire court. Brands are in the content business like it or not.
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DATA RULES
But the value is in deciphering what the data means
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Metrics are the fuel that powers the system Analytics are the interpretation of metrics by analysts Analysts find the story in the data Analytics enable consumer/ product insights, optimization Better attribution & ROI
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THE DASHBOARD
Combining data from multiple sources into a dashboard gives you a holistic view A dashboard gives planning and strategy a long view Integrating analytics reveals hidden trends and insights
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THANK YOU
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