Five Trends to Leverage
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The document outlines five trends that can boost one's career: 1) Marketing is becoming a technology-powered discipline and marketers must develop technical skills, 2) It is important to deeply understand customers through personas and behavior, not just demographics, 3) Inbound marketing focuses on customer pain points through educational content rather than sales, 4) Products and brands are shaped by consumers through mobile and experiences rather than traditional control, and 5) A modern marketing approach embraces teams, tools, data and customers rather than being tactical.
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油Esther
油Dyson,
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Five Trends to Leverage
- 1. Five 油Trends 油to 油Boost 油Your 油 Career 油 Presented by Janet Johnson 油
- 2. Growth 油Hacking 油Your 油Career 油
- 3. Five 油Cri9cal 油Trends 油in 油My 油Career 油(so 油far) 油 1973 油 Took 油my 油鍖rst 油mobile 油phone 油call 油as 油an 油AT&T 油operator 油 1984 油 Woman 油in 油tech, 油worked 油for 油Apple, 油Enron, 油Serena, 油Redbox, 油Puppet 油Labs 油 油 油 1996 油 Been 油in 油the 油digital 油world 油since 油1996 油 油driving 油millions 油in 油upgrade 油revenue 油online 油 2005 油 Called 油pond 油scum, 油landed 油200 油pieces 油of 油natl 油coverage 油as 油social 油media 油launched 油 油 2005 油 Began 油teaching 油adults 油 油at 油UO, 油PSU, 油UW, 油Simon 油Frasier 油University 油 油
- 4. Trend 油One: 油Marke9ng 油Technology 油 油
- 6. The 油Tradi9onal 油Marke9ng 油Org: 油 No 油Longer 油Relevant 油
- 7. Focus 油on 油One 油or 油Two 油Disciplines 油Deeply 油
- 8. No 油Technology 油Comes 油with 油a 油Strategy 油Built 油In 油 ≒ MarkeSng 油has 油become 油a 油technology-足powered 油 discipline. 油 油 ≒ To 油thrive 油in 油this 油environment, 油steadily 油develop 油 your 油technical 油talent. 油 油 ≒ Start 油by 油exploring 油technology 油in 油your 油area 油of 油 experSse 油and 油bliss. 油
- 9. If 油You 油Cant 油DO 油Tech 油 But 油learn 油SEO, 油please. 油
- 10. [Your] 油focus 油should 油be 油less 油on 油 what 油you 油want 油to 油be, 油and 油more 油 on 油what 油you 油want 油to 油do. 油 油 油 油Esther 油Dyson, 油Investor 油and 油Futurist 油
- 12. Do 油You 油Know 油Your 油Personas 油as 油Well 油as 油Your 油 Products? 油
- 14. Trend 油Watching 油Reports: 油Beyond 油Demographics 油
- 15. But 油Thats 油Just 油Half 油of 油the 油Puzzle. 油 油 油 Its 油No 油Longer 油Good 油Enough 油to 油Know 油Who/What 油People 油ARE 油 油 Its 油What 油They 油DO 油That 油Counts. 油
- 16. Use 油GA 油at 油Minimum 油 Tune 油your 油GA 油for 油Segments, 油Goals 油Upgrade 油to 油MA 油if 油at 油all 油Possible 油
- 18. Three: 油Prac9ce 油Inbound 油Marke9ng 油
- 19. Marke9ngs 油Responsibili9es 油are 油Expanding 油 More 油than 油75% 油of 油markeSng 油execuSves 油 worldwide 油say 油they 油will 油be 油expected 油to 油 manage 油the 油end-足to-足end 油customer 油lifecycle 油 The 油Economist 油Study 油2015 油
- 20. By 2020, customers will manage 85% of their relationship without talking to a human. Source: Gartner Research
- 21. Managing 油the 油Funnel 油has 油Seen 油a 油Power 油Shia 油 Circa 2008: the Old-fashioned Lead Funnel 油 Awareness 油 Interest 油 Considera9on 油 Intent 油 Evalua9on 油 Conversion 油 Marke9ng 油 Owns 油 Sales 油 Owns 油
- 22. Marke9ngs 油Sphere 油of 油In鍖uence 油has 油Increased 油 Todays New Lead Funnel 油 Awareness 油 Interest 油 Considera9on 油 Intent 油 Evalua9on 油 Conversion 油 MarkeSng 油 Owns 油 Sales 油 Owns 油
- 23. ≒ Focus 油on 油pain 油points 油 of 油customers, 油and 油 NOT 油on 油your 油brand 油 ≒ Focus 油on 油educaSon 油 and 油emoSons, 油not 油 sales 油and 油promoSons 油 ≒ Cra^ 油long-足term 油 campaigns 油that 油build 油 trust 油 What 油Does 油that 油Mean 油for 油Marketers? 油
- 24. CREATE 油Educa9onal, 油Entertaining, 油Sharable 油Content 油
- 25. CREATE 油Educa9onal, 油Entertaining, 油Sharable 油Content 油
- 26. FEED 油the 油Content 油Engine 油Every 油Day 油 Companies 油who 油are 油most 油successful 油at 油content 油 marke9ng 油use 油a 油wider 油variety 油of 油content 油approaches 油-足-足 油 an 油average 油of 油15 油di鍖erent 油approaches, 油according 油to 油 Content 油Marke9ng 油Ins9tute. 油
- 27. Beeer 油Yet, 油Get 油Your 油Fans 油to 油Create 油Content 油for 油You 油
- 28. BTW, 油Do 油You 油Know 油Your 油Companys 油NPS? 油
- 29. 油 ≒ 5X 油as 油likely 油to 油repurchase 油from 油a 油company 油 ≒ 5X 油as 油likely 油to 油forgive 油a 油company, 油 油 ≒ 7X 油as 油likely 油to 油try 油a 油new 油o鍖ering, 油 油 ≒ 4X 油as 油likely 油to 油recommend 油a 油company 油 Compared 油to 油Detractors, 油Promoters 油Are: 油
- 30. ≒ Companies 油are 油3X 油more 油likely 油to 油see 油higher 油ROI 油on 油 Inbound 油MarkeSng 油campaigns 油than 油on 油outbound. 油 油 ≒ Marketers 油who 油check 油their 油metrics 油3X+ 油a 油week 油are 油 20% 油more 油likely 油to 油achieve 油posiSve 油ROI. 油 油 ≒ Marketers 油who 油tracked 油ROI 油were 油20% 油more 油likely 油to 油 receive 油a 油budget 油increase 油than 油their 油counterparts 油 who 油did 油not 油track 油ROI. 油 油 ≒ 油h`p://bit.ly/mambo-足ama 油 Learn 油Inbound 油Language, 油Techniques 油 Source: 油HubSpot 油 油
- 31. Four: 油Products 油and 油Brands 油are 油in 油the 油 Hands 油of 油Consumers, 油So 油 (Let 油it 油Go) 油
- 34. Mobile 油Driving 油Changes 油in 油Weak 油User 油Experience 油
- 35. Traditional Brands脹 PROMISE 油 STRUCTURE 油 SINGULAR 油& 油CONSISTENT 油 MESSAGES 油 IMAGE 油 AUTHORITY 油 CONTROLLING 油 油 TRANSACTIONAL 油 油 Modern Brands 油 PURPOSE 油 CULTURE 油 MULTIPLE 油& 油COHERENT 油 IDEAS 油 EXPERIENCE 油 TRANSPARENCY 油 EMPOWERING 油 RELATIONSHIP 油 Modern 油Marke9ng 油Strategy 油
- 36. Tactical Approach 油 Individually 油managed, 油 油 no 油organizaSonal 油embracement 油 No 油meaningful 油infrastructure 油and 油 tools 油in 油place 油 Spontaneous, 油reacSve 油output 油 Random, 油unplanned 油content 油based 油 on 油brand 油 Short-足term 油successes/failures, 油 油 no 油connecSng 油the 油dots 油 油 Anecdotal 油measurement 油 油 Modern Approach 油 Team-足embraced 油approach, 油 油 backed 油by 油senior 油management 油 Tools 油and 油infrastructure 油thoughfully 油 integrated 油to 油achieve 油goals 油 Test 油and 油learn 油environment 油 Customer-足driven 油content 油management 油 by 油theme/frequency/ 油channel 油 Managed 油successes/failures 油towards 油 long-足term 油goal 油 Data-足driven 油measurement 油and 油ROI 油 油 The 油Modern 油Marke9ng 油Approach 油
- 37. Brands 油must 油think 油like 油their 油 customers 油to 油create 油seamless, 油 油 omni-足channel 油experiences 油that 油keep 油 customers 油engaged 油at 油all 油stages. 油 油 油 油Brian 油Solis, 油Principal 油Analyst, 油AlSmeter 油Group 油 油
- 38. Omnichannel is 油 油 ≒ Online 油experience 油in 油stores 油 ≒ In 油store 油experience 油online 油 ≒ Click 油and 油collect 油eliminates 油waiSng, 油shipping 油 Thus 油crea9ng 油one 油seamless 油brand 油and 油 product 油experience 油for 油the 油customer 油 The 油Omnichannel 油Experience 油
- 39. 油 As 油you 油walk 油by 油the 油shoe 油 department, 油Kohls 油sends 油coupon 油 via 油mobile 油device 油for 油shoes 油you 油 looked 油at 油but 油didn't 油buy 油on 油 Kohls.com. 油 油 ($1Billion 油investment 油in 油Omnichannel) 油
- 40. ≒ CEOs 油rank 油digital 油marke9ng 油as 油the 油most 油important 油 tech-足enabled 油capability 油for 油investment 油over 油the 油next 油 鍖ve 油years. 油 油 油Source: 油GARTNER 油2014 油CEO 油Survey 油 ≒ CMOs 油need 油a 油partner 油to 油implement 油new 油digital 油 markeSng 油tools 油with 油hooks 油into 油back-足o鍖ce 油data 油and 油 transacSons, 油and 油retool 油to 油o鍖er 油agile 油delivery 油for 油 new 油digital 油soluSons. 油 油 油Source: 油Deloi`e 油Tech 油Trends 油2015 油 ≒ And, 油according 油to 油a 油new 油report 油from 油Forrester, 油 marketers 油dont 油completely 油understand 油the 油 technology 油driving 油digital 油markeSng. 油 油Source: 油CIO.com 油 Make 油I.T. 油Your 油BFF 油
- 41. CIOs 油Are 油All 油Over 油Digital 油Transforma9on 油 油
- 42. Five: 油Rela9onships 油Maeer 油Most 油
- 43. Technology 油be 油Damned 油Were 油S9ll 油Wired 油for 油Eyes 油
- 44. Customers 油 ≒ Respect 油their 油Journeys 油 ≒ Deliver 油Value 油at 油Each 油Step 油 ≒ Educate 油and 油Entertain 油 Manager 油 ≒ Talk 油Transparently 油 ≒ Demand 油Mentorship 油 ≒ Respond 油and 油Respect 油 Team 油 ≒ Communicate 油E鍖ecSvely 油 ≒ Expect 油Competence 油 ≒ Support 油and 油Sustain 油 Rela9onships 油Require 油Norms 油
- 45. Spend 油Time 油Nurturing 油Connec9ons 油IRL 油
- 47. Thank You! 油 Janet 油Johnson 油 @janetleejohnson 油 in/janetleejohnson 油 janet@mambomedia.com 油