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Page 1 forwardm.com The Modern Marketing Tsunami By Tom King, Forward Marketing For The Houston Website Designer Seminars Monday, June 25, 2012
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Page 1 forwardm.com
The Modern Marketing Tsunami By Tom King, Forward Marketing
For The Houston Website Designer Seminars
Monday, June 25, 2012
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The Modern Marketing Tsunami
Some universities have stopped distributing email accounts
in favor of iPads, eReaders, tablets.
What happens in Las Vegas stays on ... Facebook,
YouTube, Flickr, Twitter, Instagram, Pinterest, etc.
YouTube is the 2nd largest search engine in the world; in 5
minutes, 100+ hours of video will be uploaded to YouTube
Wikipedia has 15 million articles, 78% are non-English
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The Modern Marketing Tsunami
Percentage of buyers that conduct online
research before buying a product or service
88%
Source: Pew Research, Google “Zero Moment of Truth”
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The Modern Marketing Tsunami
30% of how you rank is new content; 70% is links
Forbes: 80% of today's Fortune 500s won't exist in 10 yrs.
eBooks outsold Paper books
96% of largest newspapers experiencing record declines
Texas A&M Marketing Department offers 34 courses …
only 1 of which covers the Internet
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The Modern Marketing Tsunami
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The Modern Marketing Tsunami
There are over 200 million blogs
25% of Top 20 largest brands connect to user content; 34%
of bloggers post about products and brands
WordPress is the number one platform for running the Top
10% of websites … such as Social.Ford.com.
78% of consumers trust peer recommendations; only 14%
trust ads
Only 18% of TV campaigns generate ROI; 90% of people
skip ads via TiVo or DVR
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The Modern Marketing Tsunami
We no longer search for news, products or services … they
find us on mobile, Facebook, iTunes, enthusiast sites, etc.
Word of Mouth is now World of Mouth
Social Media isn't a fad, but a fundamental shift in the way
we communicate. The ROI on Social Media is that your
company will still exist in 5 years.
Social Media is like the Alaska Pipeline. It is the distribution
mechanism. But the important thing is what is being
distributed … oil, content
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The Modern Marketing Tsunami
Mobile adoption is occurring at a faster rate than social
media marketing, the Internet, the iPod, radio or TV
Over half of all web pages by mid 2013 will be consumed
on mobile devices?
What percentage of your marketing budget address
mobile?
Are you optimizing face-to-face for mobile contact?
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Leading Strategies
Google’s “Zero Moment of Truth” is now the leading
marketing theory on buying behavior and decision making
for both B2B and B2C? Who owns ZMOT in your
company?
Coca-Cola started from scratch in 2011 with their “Content
2020 Initiative” with two public videos of their internal
private strategies. Has your marketing team talked to you
about C2020I or ZMOT?
The free ZMOT white paper and 2 C2020I videos are the
two most impactful strategies I’ve experienced in a decade.
See tomking.com to access all this.
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Content & Links Are “King”
30% of ranking is content
70% of ranking is back links
50% of consumption is mobile
4 of 5 prefer peer reviews and
interaction over ads
Customers control most of the
conversation (ZMOT, C2020I)
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1. Keyword Research
2. Brand Management
3. Website Design & Maintenance
4. Webstores & Secure Transactions
5. Graphical Design
6. Content Production (see contentmarketingplaybook.com for 40+ types)
7. Social Media Marketing (aka, Content Distribution)
8. Mobile Marketing & App Development
9. Website Analytics
10.Search Engine Marketing (SEO/PPC)
11.Email Marketing
12.Modern IT (Google Apps, mobile devices, video/cameras, distribution, etc.)
13.Traditional Marketing (radio, tv, print, billboard, magazine, direct, research)
Perhaps 75-92% of decision making is occurring in Disciplines 1 – 12 for your
industry. Are you staffed accordingly? Do your strategies reflect this balance?
Modern Marketing Disciplines
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• The best content comes from within and at the top
• Leaders set the tone for the importance of embracing Content Marketing
• Marketing team must have technologist at the core and top
• 1/3 of your team must be retrained, 1/3 replaced, 1/3 “in probation”
• Require certifications on job openings and to be earned with existing employees
• Marketing degrees are worthless; certifications clarify capabilities; projects clarify
judgment and experience
• Create a “farm team”; aggressive internship programs are vital
• If you can’t measure it, don’t do it
• Set up means for your customers to tell you how they want to communicate
• Bring in “transparent” external experts to teach while providing the services
It Starts with Your Company’s Culture
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Reorder Priorities; Retool Team
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Bringing It All Together
• The Present and Future of Modern Marketing is user-empowered content
marketing optimized for audience location (i.e., mobile) that constantly
measures the ROI and improves the content.
• Companies need a “Modern Marketing Initiative” which evaluates everything
– Q: “what biz are we in”
– Q: “do we have the right brand”
– Q: “who are our audiences and where are they making decisions?
– Q: “are we measuring all marketing activities for ROI”?
– Q: “are our IT technologist more qualified for marketing than our marketing team”?
• Modern Marketing will fail unless there are massive rewards and severe
penalties based on the ROI measured against strategic objectives
• Focus on following your audience(s) rather than asking “Do I need to be on
Facebook”
• You likely only have 10% or less qualified marketers and perhaps
• You likely lack someone with at least have the disciplines to lead the team
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• Modern Marketing Strategists & Content Marketing Specialists
• Founders of the Houston Internet Marketing Forum
• Houston Website Designer Forum leader - at the Art Institute of Houston
• Active participating company with UH’s Bauer School of Business
• For more information, visit ForwardM.com or contact
• See tomking.com for more info …
Tom King, President
Forward Marketing
713-449-2000
About Forward Marketing
Page 16 forwardm.com
For More Information, Contact:
Tom King, President
Forward Marketing
713-449-2000
