trans·for·ma·tion-noun
A change or alteration, especially a radical one.
SOURCE: WORLD ENGLISH DICTIONARY2
…the Internet has turned what used to be a controlled, one-way message into
a real-time dialogue with millions.
3
DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010
“
5
78% of Internet users conduct product research online.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
7
2,750The average US Internet userviews
SOURCE: THE NIELSEN COMPANY, JANUARY 2011
web pages per month.
8 SOURCE: THE MEDIA AUDIT, OCTOBER 2010
1/3of US consumers spend three or more hours online every day.
9
24% of adults have posted comments or reviews online about the things they buy.
SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
10
Your customers are relying more & more on social. 9 out of 10
9 out of 10 Internet users visited a social networking site each month in 2010.
SOURCE: COMSCORE, FEBRUARY 2011
14 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
SOCIAL NETWORKS/BLOGS ONLINE GAMES
EMAIL PORTALS VIDEOS/MOVIES
= 1 MINUTE
US Internet users spend 3x more minutes on blogs
& social networks than on email.
17
Web-based email usage is on
-59%
-1%
-18%
-8%-12%
22%
28%
AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54
AGE 55-64 AGE 65+
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
SOURCE: COMSCORE, DECEMBER 2010
thedecline.
Search engines, blogging & other Internet trends have fundamentally transformed the way people & businesses purchase products, but most small businesses still use outdated & inefficient marketing methods—like print advertising, telemarketing & trade shows—that people increasingly find intrusive & screen out."
18
BRIAN HALLIGANCO-FOUNDER & CEOHUBSPOT
“
19
70% of the links search users
click on are organic—not paid.
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
21
40%of US smartphone owners compare prices on their mobile device while in-store, shopping for an item.
SOURCE: COMSCORE, JANUARY 2011
22
1 in 5US adult mobile phone owners have used their deviceto make a purchase in the past month.
SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
24
200 MillionAmericans have registered on the Federal Trade Commission’s “Do Not Call” list. SOURCE: FTC, JULY 2010
25
46%.The decline in spending on tech trade shows in 2009.
SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009
26
91%of email users have unsubscribed from a company email they previously opted-in to.
SOURCE: EXACTTARGET, , 2011
27
84%of 25-34 year-olds have left a favorite website because of intrusive or irrelevant advertising.
SOURCE: HOWTO.TV, APRIL 2008
We need to stop
interrupting what people
are interested in &be what people are interested in.”
28
CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
“ Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.
new–adjective
Markedly different from what was before; changed, especially for the better.
29 SOURCE: WORLD ENGLISH DICTIONARY
32
Be helpful.
Helpful
Relevant
Remarkable
Frequent
ask yourself how you can be of service to your current and potential customers. What problems can you solve? What questions can you answer? What knowledge can you share?
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/10291/Helpful-is-the-New-Viral.aspx#ixzz1GsSghdGN
Helpful is the new viral.
32
If you don’t like change,
you’re going to like irrelevancy even less.”
39
GENERAL ERIC SHINSEKII, 2003
“
in·bound mar·ket·ing-noun
Any marketing tactic that relies on earning people’s interest instead of buying it; a.k.a. the key to marketing transformation.
40 SOURCE: WIKIPEDIA
41
Inbound marketing in a nutshell.
2: CONVERT VISITORS & LEADS
1: GET FOUND ONLINE
3: ANALYZE & IMPROVE
44
Inbound marketing costs 62% less per lead than traditional, outbound marketing.
AVG COST/LEAD: $143
AVG COST/LEAD: $373
OUTBOUND INBOUND
SOURCE: HUBSPOT, 2011
45 SOURCE: HUBSPOT, 2011
67%of B2C companies
and 41% of B2B companies
have acquired a customer through Facebook.
48 SOURCE: HUBSPOT, 2011
2/3 of marketers say their company blog is “critical” or “important” to their business.
49
83%
The number of marketers
who say Facebook
is “critical” or “important”to their business
has increased
in just two years.
SOURCE: HUBSPOT, 2011
51% of Facebook fans are more likely to buythe brands they fan.
50 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
79% of Twitter followers
are more likely to recommend
the brands they follow.
51 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
The average budget spent on company blogs & social media has nearly doubled in two years.
52
$$$ $ $$$ $$$$ $ $$$ $ $$$ $ $$$ $$
2009
2011
$= 1% OF ANNUAL MARKETING BUDGET
$
SOURCE: HUBSPOT, 2011
What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.”
53
JIM STENGELFORMER GLOBAL MARKETING OFFICER FOR PROCTER & GAMBLE
“
how·to–noun
A set of step-by-step instructions for accomplishing a certain task or reaching a certain objective.
54 SOURCE: RANDOM HOUSE DICTIONARY
55
Make stuff people want.
1
• EDUCATIONAL EBOOKS• HOW-TO VIDEOS• ONLINE CALCULATORS• PLANNING TOOLS• ANSWERS TO COMMON QUESTIONS
56
Be generous.2
• THE MORE YOU GIVE, THE MORE YOU GET
• BUILD TRUST, CREDIBILITY, & GOOD WILL
• INCREASE # OF PAGES & INBOUND LINKS
57
Rock your keywords.
3 • HTTP://WWW.HUBSPOT.COM/INTERNET-MARKETING-TIPS/DETAILED-KEYWORD-TIPS/
• HTTP://WEBSITEGRADER.COM/
It no longer makes economic sense to send an advertising message to the many, in hopes of persuading the few.
60
M. LAWRENCE LIGHTFORMER CHIEF MARKETING OFFICERMCDONALDS
“
62
MARKETING TRANSFORMATION WEEK 5 days. 50 prizes. 500 tips.
Learn, win, transform! http://HubSpot.com/MTW
April 4-8, 2011
63
IMAGE CREDITS.HubSpot gratefully acknowledges the following photographers for sharing their original works via flickr & the Creative
Commons license.
SLIDE
FLICKR USERNAME SLIDE
FLICKR USERNAME
4 PIMBOULA 32-34
SHEREEN M
5 MEZ LOVE 35 MAIT JÜRIADO
6, 58 & 59
STÉFAN 36 AJITH
7 DARRREN HESTER 37 TELSTAR LOGISTICS
8 NICHOLASJON 38 DR CRAIG
9 GUSTAVO PIMENTA 41 EKURVINE
12 ETGEEK (ERIC) 42 AGAHRAN
13 & 15
DELPHWYND 43 B.ROMAIN
16 IAN RANSLEY DESIGN + ILLUSTRATION
46 JULIANA COUTINHO
22 MASOCHISMTANGO 47 RJMETRICS
23 ABBYLADYBUG 48 EFLON
24 TYLERDURDEN1 49 ESCAPEDTOWISCONSIN
25 CELINE NADEAU 50 XURDE
26 INKMAN_ 55 JOSH LIBA
27 ASHLEY ROSE 56 BRANDON CHRISTOPHER WARREN
32-34
SHEREEN M 57 FEITICEIRA_ORG
*ALL IMAGES WERE PURCHASED ON ISTOCKPHOTO.COM UNLESS NOTED ABOVE.
64
ABOUT HUBSPOT.
HubSpot is an all-in-one marketing software platform for small and medium-sized businesses. 4,000+ companies use HubSpot to generate over 500,000 leads per month.
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