55
The (Incomplete, Entirely Adaptable) Rules of Modern Marketing John Lane Chief Strategy Officer
The (Incomplete, Entirely Adaptable)Rules of Modern Marketing
John Lane Chief Strategy Officer
@johnvlane | @centerline
@johnvlane | @centerline
@johnvlane | @centerline
Why do we need new rules? (And why is this dude allowed to talk about them?)
?
?
70% of the buyer’s journey is over before the first sales touch.
Corporate Executive Board Marketing Leadership Study, 2011
The average shopper uses sources before buying; twice as much as in years past.
5.27
10.4
2010 2011
http://www.zeromomentoftruth.com/
@johnvlane | @centerline
Brand Goals
Open-Ended Personas
Storylines
ChannelsContributors
Journalistic Process
Feedback LoopsAn Agile
Marketing Framework
aThe Ability
To Rapidly Act With Valuable Content
The Old Thinking:
The 4 Ps of Marketing…
@johnvlane | @centerline
The New Rule:
Value (useful info) > 4 Ps
@johnvlane | @centerline
@johnvlane | @centerline
Create New Math
World Relevance
Age + Accuracy + Utility + Channel Distribution
Brand Relevance
Message + Design + Effectiveness
@johnvlane | @centerline
The Old Thinking:
Messaging + Advertising
@johnvlane | @centerline
The New Rule:
Storylines + Content
@johnvlane | @centerline
@johnvlane | @centerline
Cognitive Ease vs. Cognitive Strain
@johnvlane | @centerline
The Old Thinking:
Budgets Define Strategy
@johnvlane | @centerline
The New Rule:
Audiences Define Strategy
Install a Pebble Tile Accent WallThe bathroom can be a inviting beautiful room that can add a lot to your home with just a few simple changes, such an a pebble tile accent wall.
Persona Creation - A Starting Point!
@johnvlane | @centerline
Who The Hell Are These People, Really?
@johnvlane | @centerline
What’s so funny?
And why doesn’t she get the joke?
@johnvlane | @centerline
Who The Hell Are These People, Really?
Feedback Loops + Iteration
@johnvlane | @centerline
The Old Thinking:
Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
“
@johnvlane | @centerline
The New Rule:
(Nearly) Everything Is Measurable
@johnvlane | @centerline
A. 1.39% Conversion B. 13.13% Conversion
Content Experiments: Finding Your Cadence
@johnvlane | @centerline
@johnvlane | @centerline
Which brings up another cool topic…
@johnvlane | @centerline
ROI
ROI(GAIN FROM INVESTMENT - COST OF INVESTMENT)
COST OF INVESTMENT=
This is the equation used by the NBA to calculate Player Efficiency Rating (PER).
This is the equation proposed by one social media agency to calculate the value of a fan.
@johnvlane | @centerline
Measurement Hierarchy For Content MarketingAWARENESS ENGAGEMENT LEAD GEN / SALES SERVICE / ADVOCACY
TRAFFIC
SHARE OF VOICE
CONVERSION RATE
DIRECT RESPONSE
PIPELINE
ROI
RESOLUTION
Clicks • Page Views • Repeat Visits • Content Views • Embeds
Likes • Favorites • Followers • Fans • Retweets • Comments • Cross Links
Referrals • Downloads • Subscriptions • Registrations • Time to First Sales Touch • Conversion to Opportunity Rate
Opens • Direct Messages • Chat • Email • Calls
Leads • Lead Quality • Lead Duration • Lead Age • Conversations • Sales Total Program-Sourced Pipeline • Pipeline x Likelihood of Close
Customer Lifetime Value (CLV) • Close Rate • Average Deal Size • Program-Sourced Revenue • Program-Influenced Revenue • Revenue Expected / MQL
Inquiries • Response Time • Satisfaction
The Old Thinking:
A Brand Is A Brand
@johnvlane | @centerline
The New Rule:
A Brand Is A Discussion Point
@johnvlane | @centerline
@johnvlane | @centerline
@johnvlane | @centerline
What Does Quality Mean?
@centerline
Utility x Inspiration x Empathy = Quality Content
(Notice the lack of “design” in the equation.)
@johnvlane | @centerline
Brand Goals
Open-Ended Personas
Storylines
ChannelsContributors
Journalistic Process
Feedback LoopsAn Agile
Marketing Framework
a
@johnvlane | @centerline
Thank You!Let’s keep the conversation going…
twitter.com/johnvlane linkedin.com/in/johnvlane instagram.com/johnvlane
