@PamDidner

The New Rules of Marketing &How You Can Use Them to Your

Advantage

@Pam DidnerAuthor of Global Content Marketing

@PamDidner

The Marketing World Is Changing Fast

@PamDidner

Endless marketing channels

@PamDidner

If the rate of change on the outside exceeds the rate of change on the inside, the end is near.

@PamDidner

It’s time to do something different about marketing

@PamDidner

@PamDidner

@PamDidner

Source: Innovation Flow, Shankar

@PamDidner

Rule 1: Consumers are spoiled

@PamDidner

Spoil them and us Rotten

@PamDidner

For all industries

@PamDidner Fast

@PamDidner

Great. Free.

@PamDidner Easy.

@PamDidner

What are you doing to spoil

your customers?

@PamDidner

Really Understand their needs and reduce

frictions

@PamDidner

Spoil them with a purpose

@PamDidner

Free and unique content

A la carte pricing model

Expand adjacent skills

Grow their businesses

@PamDidner

It’s about them

@PamDidnerRule 2: They’re not that into you

@PamDidner

Want Need

@PamDidner

Once your needs and wants are met, you go on with your life.

@PamDidner

Make it quick & easy

@PamDidner

Evernote learning• Iconography and color is

paramount

• The shorter an interaction, the better

• Context is king

• Expect to rapidly iterate

• Some capabilities are better left for other form factors

@PamDidner

What are you doing to facilitate your customers’

needs?

@PamDidner

Easy to find info.

Help them connect

Talk to themPartner

Marketing

@PamDidner

Spoil them by being helpful

@PamDidner

They still are just not that into

YOU

@PamDidner

Rule 3: Good design is good business

@PamDidner

Marketing has been about communication, promotion

and sales enablement

@PamDidner

Envision how best to display your products/content on mobile app and website

@PamDidner

Typing vs. Touching

@PamDidner

Design becomes a central element

of marketing

@PamDidner

Who owns design?

@PamDidner

It’s not about colors, logos…

@PamDidner

Design = the overall experience you create

on-line and off-line

@PamDidner

Quality of Content

Display of Content

Copy WritingUser Interface/Design

layout

@PamDidner

@PamDidner

Rule 4: Data and Analytics are your BFF

@PamDidner

In the near future, everything will be connected

@PamDidner

An abundance of data is generated

@PamDidner

If your data is connected and integrated…

@PamDidner

• Optimize customer experience• Personalization• Predictive analytics

Source: http://hadapt.com/use-cases/threat-detection-and-analysis/

@PamDidner Southwest Airlines (Before)Experience Optimization

@PamDidnerSouthwest Airlines (Now)

@PamDidner

Personalization 1.0

Customized e-mail

Customized website access

Customized content for lead nurturing

@PamDidner Personalization 2.0Makes us more efficient

Device-based

Timing-based

Location-based

@PamDidner

Predictive Analytics

@PamDidner

Is your data integrated?

@PamDidner

Use insights to optimize and refine design and customer experiences

@PamDidner

Rule 5: Tell a Story

@PamDidner

We all love well-told and well-written stories…

@PamDidner

If narratives go static, stories die. Because life is never static…

@PamDidner

Does the way you approach your

customers become static ?

@PamDidner

Stories have characters.Your products and services are not characters

@PamDidner

Present: seek customers’ needs

Past: History

Future: what will you do for them?

@PamDidner

In summary…

@PamDidner

• They are spoiled• They are not that into you• Good design is good business• Data and analytics is your BFF• Tell a story

@PamDidner

IT’s time to do something different!

@PamDidner

We can’t do it all…

@PamDidner

Prioritize you must

@PamDidner