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21 st Century Marketing November 20, 2013 Dave Mahoney. Agenda. The Delicate Balance: Strategic vs. Tactical Five case studies of 21 st Century Marketing The new way to use Database Marketing – for email acquisition Retargeted emails on site abandonment – with no PII

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21 st century marketing november 20 2013 dave mahoney
21st Century Marketing

November 20, 2013

Dave Mahoney

agenda
Agenda
  • The Delicate Balance: Strategic vs. Tactical
  • Five case studies of 21st Century Marketing
      • The new way to use Database Marketing – for email acquisition
      • Retargeted emails on site abandonment – with no PII
      • Dynamic site presentment based on customer attributes
      • Technology & Marketing team mash-up – to drive extraordinary new customer growth
      • Multi-channel marketing clarified – how you can do a lot without losing the big picture
  • When we 21st Century Marketers fail, why is it?
  • A very cool President to wrap it up
the delicate balance set your strategy and get to the tactical quickly
The Delicate Balance: Set Your strategy, and get to the tactical quickly
  • The foundation: Good Strategy – Don’t start executing without it
      • There are 20 good marketing ideas in your org right now
          • Hard: Carefully set Strategy, but don’t dwell on it
          • Harder: How do you focus on the 3 – 5 that are 80% of the long-term benefit?
          • Hardest: How do you convince your colleagues (boss!) to do the same?
  • Within those 3 – 5 activities:
      • Confirm your numbers first…..will it scale? Do you have budget and time?
      • Get internal buy-in from everyone up, down, and sideways as needed
      • Run as many test-and-learns as needed, but no more, to prove practicality and scalability
      • Maniacally rollout proven tests….and change the business
slide4

21CM Tip #1: Combine old and new technologies

for extraordinary results

  • Database Marketing in the 21st Century
      • Start with a couple good databases
      • Find overlap and mailing groups
      • Execute across a struggling acquisition platform

such as Email

slide5

21CM Tip #2: Turn your ‘what ifs’ into reality –

such as retargeted emails on acquisition

slide6

21CM Tip #3: Use marketing technology to dynamically present online offers in real time

  • First party cookies can be used to dynamically change site presentment, in an a/b split test environment, based on customers attributes as they enter your site
slide7

21CM Tip #4: Partner with Technology colleagues – they are a critical ally

  • Marketing without Technology these days is usually a dead end
  • Technology without Marketing……ditto
  • Soooo, who is more likely to reach out to whom?
  • Bill Me Later may have made $1 Billion on this relationship

So what are your next steps?

A - Wait for them to make the first move – you’re far too busy!

B - Surprise them with buy-in from their VP on your next project!

C - Reach out to them yourself (coffee, lunch, client meeting, bi-weekly

check-in, LinkedIn invites, FB friends, yada yada)

slide8

21CM Tip #5: Pulling it all together - Use Marketing ‘Surround Sound’, but keep the 80/20 as your focus

  • Gold Star time! How to take ‘cross-channel marketing’ from hyperbole to real sales….
  • Contractors work on:
  • Social Ads (Facebook Right Hand Column, FB Newsfeed, LinkedIn)
  • Display Retargeting (Google, Facebook Exchange, YouTube pre-roll & search click)
  • Affiliate (Linkshare, Commission Junction, Pepperjam)
  • Email (direct & partner)
  • Google TV
  • Core Marketing Team works on:
  • Direct Mail
  • Paid Search (Google AdWords, Bing, Yahoo)
  • Channel Partner Deals
  • SEO
  • Weekly SEO/SEM/ SMM meeting to share what’s working
why marketers underperform imo
Why Marketers Underperform (imo)

You lose!

  • We don’t set Strategy and execute on the 3 – 5 leveraged initiatives
  • We don’t build relationships and use good vision-based persuasion
  • We don’t execute– rather, we overly ideate
  • We don’t work across experiences/generations to drive new platforms
  • We insist on digital-only…..or non-digital-only….rather than blending old & new
calvin coolidge s secret to 21 st century marketing
Calvin Coolidge’s Secret to 21st Century Marketing

Education will not; the world is full of educated derelicts.

Persistence and determination alone are omnipotent. The slogan Press On! has solved and always will solve the problems of the human race.”

― Calvin Coolidge, 30th President of the U.S.

“Nothing in the world can take the place of persistence.

Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb.

summary
Summary
  • The Five Keys to 21st Century Marketing:
    • Persistence & embracing digital change
    • Set strategy, leading to 3 – 5 main tactical

initiatives (the 80/20), link old & new worlds

    • Test and Learn to gauge scale, then roll out
    • Do things no one asked you to do
    • Persistence