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CONNECT, CULTIVATE, CONVERTA Model for the New Marketing
January 2013
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TABLE OF CONTENTS
2
A New Model
Connect
Cultivate
Convert
1
2
3
4
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 it’s the most costly marketing you will do, so make every penny count.
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THE NEW MARKETINGPiece by piece the internet has changed everything about buying and selling
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• 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
DRIVE TO DIGITAL
Copyright © 2013 by IQ Agency 9 * McKinsey & Co
THE JOURNEYForget the funnel. The consumer journey to purchase is very different now.
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CONSUMER DECISION JOURNEY
10
DREAM DO
ENJOY
* 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.
* McKinsey & Co
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GETTING ATTENTIONConsumers 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
* banner ads, TV, radio, print**Copyright McKinsey & Co.
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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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CULTIVATE
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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 it’s too late. If preference is created, conversion is easier when the time comes.
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BRANDS ARE NOT IN CHARGEConsumers 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
21
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POWER TO THE PEOPLESocial communities empower the individual with knowledge and influence
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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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CONVERT
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STEP THREE: CLOSE THE DEAL
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Convert prospects into qualified leads and deliver to sales. Convert customers into brand ambassadors.
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SALES MACHINESThe next best thing to a great salesperson is a great digital experience
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FOCUS YOUR WEBSITESON CONVERSION• You have the most control
of your pitch on your brand websites and your social sites.
• It’s 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 don’t 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 RULESBut the value is in deciphering what the data means
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THE HUMAN ANALYST
• 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
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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 YOUFor more informationCall 678-449-2004www.iqagency.com