CONNECT, CULTIVATE, CONVERT

A Model for the New Marketing

January 2013

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TABLE OF CONTENTS
1 A New Model 2 Connect 3 Cultivate 4 Convert 02 04 16 24

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A NEW MODEL

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STEP ONE: GET NOTICED

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Getting noticed has always been the job of advertising, but its the most costly marketing you will do, so make every penny count.

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THE NEW MARKETING

Piece by piece the internet has changed everything about buying and selling

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DRIVE TO DIGITAL
In the past advertising was used to get awareness, make the pitch and deliver qualified buyers Now you can do most of it better in digital channels So advertising doesn't have to carry the value proposition anymore Its job is to drive people to digital channels
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THE JOURNEY
Forget the funnel. The consumer journey to purchase is very different now.
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* McKinsey & Co

CONSUMER DECISION JOURNEY

DREAM

DO

ENJOY
10 * McKinsey & Co

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MAP THE JOURNEY

The Consumer Decision Journey tells you which Connect tactics are best Plot the Consumer Decision Journey for each target audience segment Identify the key touch points, then decide where and how you should engage. The Consumer Decision Journey is your guide throughout the customer lifecycle.

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* McKinsey & Co

GETTING ATTENTION
Consumers are more demanding and ads alone are not enough anymore.
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PAID MEDIA*
Traditional media develops brand, but is less directly responsive Digital media connects the viewer immediately with a click Search captures already active prospects and should be at the top of the list Use the Consumer Decision Journey** to select tactics
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*13 banner ads, TV, radio, print **Copyright McKinsey & Co.

OWNED MEDIA*
SEO drives search on owned site, mobile and social Social is highest influence and trust in purchase research Brand Ambassadors spread awareness
* brand website, blog, Facebook and other owned social sites

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EARNED MEDIA*
Earned is not only press Social is also earned since consumers really own it Transparency earns trust, trust earns reputation More likely to create viral and Word Of Mouth

* press, social mentions on non-owned social sites

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STEP TWO: TURN AWARENESS INTO BRAND PREFERENCE

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Most people are not ready to buy, they need to be cultivated. If a brand waits until the buyer is ready its too late. If preference is created, conversion is easier when the time comes.

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BRANDS ARE NOT IN CHARGE

Consumers are the boss so the only way to win is to super serve them.
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EXCHANGE VALUE
Relationship/Dialogue is the result of value exchange Exchange content for consumer information Use that information to make your brand more personally compelling Content only works if the target consumer considers it valuable
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CAPTURE & LEARN

Accumulated data informs personalized marketing A CRM* program learns about consumers over time A CRM database is a critical marketing asset Content driven permission email is the heart of a CRM program

* Customer Relationship Marketing

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POWER TO THE PEOPLE

Social communities empower the individual with knowledge and inuence

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ENABLE TRUST
Social marketing is cultivation Compelling content influences social communities User Generated Content (UGC) and social customer service are key

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STEP THREE: CLOSE THE DEAL

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Convert prospects into qualied leads and deliver to sales. Convert customers into brand ambassadors.

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SALES MACHINES
The next best thing to a great salesperson is a great digital experience

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FOCUS YOUR WEBSITES ON CONVERSION

You have the most control of your pitch on your brand websites and your social sites. Its where you can make your most compelling case

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THREE PRIMARY SITE MISSIONS

Shepherd prospects through the value proposition and deliver leads to sales Capture prospects who dont buy into your CRM program and Marketing Automation Quickly siphon off all other constituencies to an appropriate experience

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MARKETING AUTOMATION
Marketing Automation cultivates individual relationships with prospects It tracks activity at the individual level on your website, blog, email etc. Each event adds to the profile of the prospect Supports attribution

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MAKE CONVERTS

Give your customers reasons to be happy and then ways to spread the joy
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BRAND AMBASSADORS
Brand Ambassadors spread their enthusiasm and create new prospects and customers Enable, equip and motivate these ambassadors to spread their opinions Enable sharing of User Generated Content on your sites and in social networks

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CONTENT IS KING
...Queen and the entire court. Brands are in the content business like it or not.

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THE NEW CURRENCY

Content is the currency of digital channels Includes video, apps, tools, games, contests, articles etc. Content is part of every stage: Connect, Cultivate and Convert Invest in a content strategy

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STRONG CONTENT EQUALS STRONG BRAND

Content must be engaging, informative and entertaining often at the same time Brands must constantly publish new content to stay fresh and top-of-mind This is a big challenge

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DATA RULES
But the value is in deciphering what the data means

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 Metrics are the fuel that powers the system Analytics are the interpretation of metrics by analysts Analysts find the story in the data Analytics enable consumer/ product insights, optimization Better attribution & ROI

THE HUMAN ANALYST

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THE DASHBOARD
Combining data from multiple sources into a dashboard gives you a holistic view A dashboard gives planning and strategy a long view Integrating analytics reveals hidden trends and insights

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THANK YOU
For more information Call 678-449-2004 www.iqagency.com

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