Why Do We Need All This Tech? – Building Your Marketing Technology Blueprint

A session with Rivers Pearce at Revolve Conference 2016

Transcript

1. Why Do We Need All This Tech? Building Your Marketing Technology Blueprint 1
2. 2 http://foundtheworld.com/wp-content/uploads/2014/11/Times-Square-1.jpg
5. ATTENTION 5 So, What Do I Want?
6. "There's a new world and attention is in different places. I could care less if Facebook, Instagram or Snapchat exist tomorrow -- I just care about where your attention is.” - Gary Vaynerchuk 6 http://adage.com/article/special-report-ana-annual-meeting-2016/gary-vaynerchuk-implores-industry-wake/306369/
7. ROA 7 http://edgeperspectives.typepad.com/edge_perspectives/2016/08/the-demise-of-advertising-business-models.html Return On Attention
8. 8 ATTENTION ENGAGEMENT LOYALTY TRUST
9. “What If We Look At People’s Trust As A Non-Renewable Resource?” - Gould Steward (Facebook) 9 http://www.pcmag.com/news/348323/facebook-sheds-light-on-mobile-design-principles-tips-new-a
10. 10 How To Build Your Marketing Ecosystem
11. MarTech… 11 It’s impossible to produce scalable marketing that is commensurate with modern consumer expectations without marketing technology. Period.
14. 14 http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
15. “Marketing has grown exponentially more complex in the digital age. That’s partly because of an explosion of new channels and touchpoints between marketers and their audiences that continually morph and multiply — and the massive clouds of data billowing from that Silicon Valley firestorm. Adtech didn’t create that complexity. It was developed in response to it.“ - Scott Brinker 15 http://chiefmartec.com/2016/10/open-letter-editor-adage-boring-martech/
16. So Where Do You Start?!? 16
18. PSA: Don’t Get Shiny Object Syndrome 18
19. 19 http://www.premiereexoticcarrentals.com/lamborghini-aventador
20. “It’s about the customer experience. You don’t start with the tool,” Wright said. “The tools are the thing at the end.” -Travis Write (CCP Digital) 20 http://marketingland.com/want-build-martech-marketing-stack-193953?
21. Non-Tech Questions 21
22. What’s my unique value proposition? 22
23. Who are my ideal customers & Where do I find them? 23
24. How do I define success? 24
25. What’s my budget? 25
26. Tech-Defining Questions 26
27. What will be the hub of my business & brand online? 27
28. How am I going to attract customers? 28
29. Where am I going to send them? 29
30. How am I going to engage, educate & convert them? 30
31. Where am I going to store their information? 31
32. What am I going to DO with this information? 32
33. How am I going to retain customers & create raving fans? 33
34. How will I know what’s working & not? 34
35. How do I make all this happen, & who’s going to do it?!?!? 35
37. CREATE A TECH-AGNOSTIC BLUEPRINT 37 http://exocosmo.deviantart.com/art/Millennium-Falcon-Blueprint-359362048
38. 38 website landing pages content offers E D U C A T E E N G A G E C A P T U R E C O N V E R T email remarketing direct mail social media content newsletters incentives R E T A I N N U R T U R E C R M DATABASE ANALYTICS INTELLIGENCE TAG MANAGER L E A R N O P T I M I Z E display TV/radio print PR events paid social organic social ppc organic search A T T R A C T A T T E N T I O N Modern Marketing Ecosystem
40. 40 Attraction & Attention Educate & Engage Capture & Convert Data / Analytics / Intelligence / Reporting CRM / Lead Management Nurture & Retain Production / Execution Display Website Landing Pages Analytics Database Marketing Automation Communication TV Content CTAs Reporting Scoring Email Project Management Radio Blog Offers Business Intelligence Remarketing DAM / Asset Management Print Video Downloads Dashboarding Direct Mail Collaboration PR Coupons Call Tracking Social Events Incentives Content Paid Social Newsletters Organic Social Customer Service PPC "Knowledge Base" Organic Search Phone Calls
41. 41 PLUG CURRENT TECH INTO YOUR BLUEPRINT & START MAKING DECISIONS http://leadingwithtrust.com/2013/12/08/5-tips-to-build-trust-in-your-decision-making-abilities/
42. 42 Website CRM Email / Marketing Automation Social Media Analytics So What Are The Essentials???
43. Your Biggest Internal Challenge Will Be: 43 ADOPTION!!!
44. Who’s Your Next Hire? Who’s The Marketer of the Future? 44
45. Modern Marketing Team • Content Development (incl. writers) • Design & Video • Web Developer • Digital Marketing (search, social, display) • Retention / Database Marketing (email, nurture) • Data Analyst • Technologist 45
46. A few points to close with… 46
47. The majority of SMB’s (52%) use fewer than three digital marketing properties/platforms , including their website & social media 47 http://www.martechadvisor.com/articles/testing-optimization/study-majority-of-smbs-struggle-to-integrate-marketing-tools/
48. Nearly half (49%) of all small business owners & managers say they don’t know whether their marketing efforts are effective. 48 http://www.martechadvisor.com/articles/testing-optimization/study-majority-of-smbs-struggle-to-integrate-marketing-tools/
49. SMB’s will be more than twice as likely to invest in additional awareness (51%) in 2016 as they will be to invest in conversion efforts such as email marketing (25%) and landing page tools (22%). 49 http://www.martechadvisor.com/articles/testing-optimization/study-majority-of-smbs-struggle-to-integrate-marketing-tools/
50. “There is no desktop, mobile, laptop, television and tablet -- just differently sized windows through which consumers are peering into their digital worlds.” -Sean Hargrave 50 http://www.mediapost.com/publications/article/286675/mobiles-dominance-means-there-are-no-channels-ju.html
51. Pay Attention To MarTech. 51
52. 52 Thank You! @RiversPearce rivers@BoomTownROI.com LinkedIn.com/RiversPearce