12. Digital Marketing: The “New” PR
The promoting of brands using all forms of digital
advertising channels to reach consumers.* This
now includes television, radio, Internet, mobile,
social media marketing, and any other form of
digital media.
*Or your customers
18. All too often, B2B marketing
efforts are restrained by a deadly
seriousness that simply ignores
the humanity of the target.
Fast Company
19. Where B2B marketers plan to
spend in 2012
• 20% social media;
• 19% online ads;
• 18% mobile marketing;
• 17% search engine marketing
ANA (Association of National Advertisers)
20. Marketers Biggest Headaches
v Data Explosion
v Social Media
v Proliferation of Channels and Devices
v Shifting Consumer Demographics
IBM CMO Study 2011
24. Humans Solve Problems
v Data – resourceful, helpful, pointed (vs just
entertaining)
v Social Media – building awareness,
relationships (vs making deals, specials)
v Proliferation of Channels and Devices -
(integrated pull/push/pull marketing campaigns,
reusable content)
25. “Business customers are people
too, and they love to connect in
social channels”
Josh Bernoff, author and analyst
60. • Sense of humor
• Stick with the shtick
• Resourceful
• Open/transparent
• Consistent
61. “Delivering customer value is paramount — and an organization’s behavior is as
important as the products and services it provides” IBM CMO Study
• Always say
“Please” and
“Thank You”
• Personal … &
professional
• Talking with
not at
• Resourceful
64. Influencers Notice
I agree with Christine Perkett. I like the fact that PR people are reading
my tweets, at least if they are reading the substantive posts that most of
the tweets link to. That way they'll follow what I'm writing and, I hope,
only pitch me on stuff there's some chance I am interested in. As
long as they don’t start pitching me on Twitter -- Facebook pitches are bad
enough.
Steve Wildstrom, BusinessWeek blog, “Freak out: Twitter infested by PR”
“The agency of the future is a ‘connected’ one I can’t imagine ever
advising a client to deal with an advertising, PR, or interactive team that
doesn’t get social media. But with the power shifting to the participants,
agencies must demonstrate they can participate before they can ever
help clients with it”
Jeremiah Owyang, Forrester/Web Strategist Blog
65.
66. • 2.7 times increase in website traffic
• 3.2 times increase in conversion
• 5.3 times increase in blog traffic
• 6.0 times increase in registration of community
members
• Numerous awards, coverage, recognition