Segment 3 of 3
Modern Markering, Demystified.
From process to plan, and the pitfalls of uninformed decisions.
45min + 15min Q&A
Speaker: Bryan Landaburu, President, Fuze @fuze
Are you a lucky person? Do you have the one idea to save the world? If so, you may not need marketing. For the rest of the many merchants out there, Marketing is a critical element to business success. Most merchants launched their site with great intent, but few actually have a marketing plan to attract and retain customers. Even if you experienced some success out of the gate, without a consistent marketing effort, bringing new and repeat customers to your store will always have limited success. In this session we will boil down multi-channel marketing to its simplest core. There are countless trends and fads out there. More than buzz words, here we will explore traditional and new media concepts that combine both on and offline tactics, goal setting and ROI tracking. A conceptual framework will be discussed and a number of new tools will be reviewed in the form of 25 tools you simply must take a look at.
- Find 'em
- Get 'em there
- Make 'em comfortable
- Sell 'em something
- Get it to 'em fast
- Bring 'em back
- Get 'em to tell their friends
- Repeat
Email, PPC, microsites, blogs, landing pages, reputation management, reviews, tried & true methods and 25 tools worth a look (or reintroduction)
Visit http://ifuze.com/miva for a full overview
The 7 Things I Know About Cyber Security After 25 Years | April 2024
Modern Marketing, Demystified | Miva Conference 2010
1. twitter #mmconf | @fuze
Miva Conference 2010 | session three
Modern Marketing, Demystified.
Modern Marketing Demystified
a three segment track presented by
Bryan Landaburu (@fuze)
President
Fuze
4. twitter #mmconf | @fuze
Particulars
• A digitally‐led agency est. 2003
• We develop & execute campaigns
for clients nationwide that include:
– Web, application, system, UI design
– Content Management Systems
– Business process design
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– E‐mail marketing
– Blog strategy
– Social & mixed media campaigns
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– E‐Commerce development
– Search Marketing (SEO/PPC)
– Advanced analytics
d a ced a a yt cs
– Traditional creative services
8. twitter #mmconf | @fuze
Why did you decide to come to this
conference, and…
f d
…what did you hope to get out of it?
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How was last year for you?
How was last year for you?
Are you more or less inspired in 2010?
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We ve learned, a lot.
We’ve learned, a lot.
so has the rest of the world
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Some of the things we’ve learned…
• Being complacent , rolling with the herd, gets you no‐place
• Doing nothing, also gets you no‐place
• Your reputation and your brand are critical
p y
• Authenticity and sincerity will always win
• Unless you truly forge a relationship, you are only as good as the memory of
Unless you truly forge a relationship you are only as good as the memory of
your last transaction
• This is a discussion about marketing, your business, and yourself
Thi i di i b k i b i d lf
12. twitter #mmconf | @fuze
Marketing your business or yourself
should not be a perfunctory process.
h ld b f
–adjective
1. performed merely as a routine duty; hasty and superficial, courtesy
2. lacking interest, care, or enthusiasm; indifferent or apathetic
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Marketing plan vs. business plan
Marketing plan vs. business plan
Do you have either? Both?
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How marketing looks today…
• Control surrendered to reviews
Radio
TV
Content Website
consumers SOCIAL PR
• P
People say scary things
l thi REPUTATION Media
• Can’t control the conversation Comments Print
• Power in the hands of a few
Power in the hands of a few Influencers
Your
Your Outdoor
• Word of mouth leads to Industry
participation Brand Blogs
authenticity Conversation
Search
Marketing
Executive
Analytics
visibility
• BOTTOM LINE: Sales funnels Forums
you need to be everywhere
you need to be everywhere Landing pages
PPC Competitors
Mobile
SEO
17. Radio
reviews TV
Content Website
twitter #mmconf | @fuze
SOCIAL PR
REPUTATION Media
Comments Print
Influencers
Your
Your Outdoor
Industry
participation Brand Blogs
Search
Conversation
Marketing
Executive
Analytics
visibility
Sales funnels
Sales funnels Forums
Landing
Mobile
pages
PPC Competitors
SEO
18. twitter #mmconf | @fuze
From the merchants this morning
• Petstore • Swift
– Authenticity – Unified cart
– Uniqueness – Omniture analytics
Omniture analytics
– Focus – Focus in niches (CSN)
• TRX – CommissionJunction
– Content generation – Email marketing &
segmentation
– Design
– Decisions based on analytics
Decisions based on analytics
(which we will talk about)
– Bounce reports
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Can you compare
bananas & oranges?
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the lack of science in making assumptions
g p
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Oranges vs. Bananas
• Both delicious • Bananas
• Both healthy – Easy to hold
– Easy to open
Easy to open
– Good source of potassium
• If presented in the same
manner…
manner • Oranges
– Pretty
– Which will people like?
– Easy to hold
– Can you say for sure?
– Easy to throw
Easy to throw
– Based on what?
– Good source of Vitamin C
21. twitter #mmconf | @fuze
“I love oranges, so will everyone else.”
I love oranges, so will everyone else.
‐The Management (HiPPO)
Ex: Highest Paid Persons Opinion
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“I’m not sure we should make the
assumption that everyone will love
assumption that everyone will love
oranges. Is everyone like you?”
‐ The Minion
23. twitter #mmconf | @fuze
“I am online all the time. I’m hip. I shop
online, and I’m smarter than you. Hey,
who owns this business? Me or you?
y
Sell the oranges.”
‐ The Management
26. twitter #mmconf | @fuze
The results…
• Bananas were taken 10‐1 over oranges
• People only took oranges when bananas were gone
• People asked if we had more bananas
p
• People said that oranges were too hard to open and eat
• We ran the test again (with a new bowl of fruit) and got the same results – this
validated our test
validated our test
• Had we run a test on this sample, we could have probably deducted that we
should have purchased more bananas and less oranges
• Bananas are cheaper than oranges and we can sell more, that means more $
Bananas are cheaper than oranges and we can sell more that means more $
• Sorry HiPPO, but you are wrong
27. twitter #mmconf | @fuze
So what?
• I’ve oversimplified a complex situation
• If you don’t test and don’t “know”, then you simply, don’t know.
• Testing comes in many forms
T ti i f
• Remove yourself from your decisions…your opinion is one, but
there are others
there are others
• Think like your customer does
• Think about who your customer is – persona definition
• Sometimes things cant be explained
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30ish tools in [under]30 minutes
30ish tools in [under]30 minutes
a blend of tactics, tools, new, old, yada yada.
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E mail marketing
E‐mail marketing
Critical piece, why? Because believe it or not, I don’t remember
who you are. Aww….sad.
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MicroSites
Sometimes you need a specific place to tell a story. For advertising,
for niche, to develop more content, SEO…lots of benefits.
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Research
It’s a vast universe of information out there. Don’t make
uninformed decisions. NOTE: your source of information may not
be in your own industry/niche.
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Analytics
Absolute necessity…we are just at the beginning.
(fyi – google isnt the only option)
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More than tools
• Do you track your organic page rank?
• Do you know what your top products are by sales, by channel?
• Do you know what your ROI is on your PPC terms?
D k h t ROI i PPC t ?
• Are you looking for click‐fraud?
• Are you reacting to interim interest?
Are you reacting to interim interest?
• Are you customizing your site based on what you know about
someone?
• Are you monitoring your competition?
• Analytics are more than hits & visits…obviously