[MISSION M3B: FILE #4] The Four Cornerstones of Marketing 3.0
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Big Dog Innovations is on a mission (MISSION M3B) to get each part of the MARKETING 3.0 BLUEPRINT (the ROADMAP to the new world of marketing) into the hands of elite marketing executives - worldwide - who are highly desirous of innovating their marketing models. FILE #4: "The Four Cornerstones of Marketing 3.0" explains the four cornerstones of Marketing 3.0: 1. Increased instances of dialogue 2. Done across all media formats 3. The capture & proactive reaction to that dialogue 4. Measurement & refinement of your cross-media marketing efforts To access and/or subscribe to all past and future content files in this series, visit http://www.bigdoginnovations.com/missionm3b
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[MISSION M3B: FILE #4] The Four Cornerstones of Marketing 3.0
- 1. MISSION M3B Big Dog Innovations’ mission to get each part of the MARKETING 3.0 BLUEPRINT (the ROADMAP to the new world of marketing) into the hands of elite marketing executives – WORLDWIDE – who are highly desirous of INNOVATING their marketing models. FILE #4 The Four Cornerstones of Marketing 3.0 ACCESS AND/OR SUBSCRIBE TO ALL FILES IN THIS SERIES AT: HTTP://WWW.BIGDOGINNOVATIONS.COM/MISSIONM3B
- 2. The Four Cornerstones of Marketing 3.0 • Innovative marketing executives are achieving unprecedented rates of conversions by deploying the “Four Cornerstones of Marketing 3.0” • These four cornerstones are: 1. Increased instances of dialogue 2. Done across all media formats 3. The capture & proactive reaction to that dialogue 4. Measurement & refinement of your cross-media marketing efforts
- 3. The Four Cornerstones of Marketing 3.0 #1 Increased Instances of Dialogue Cross-Media CTA “Call to Action” Optimized Landing Page #1 Continued…
- 4. The Four Cornerstones of Marketing 3.0 #1 Increased Instances of Dialogue Newsletter/Email List Sign-Up PDF Download Feedback/R&D Survey CTA Event Registration “Call to Action” Purchase [Call Center]
- 5. The Four Cornerstones of Marketing 3.0 #2 Done Across All Media Formats Cross-Media CTA “Call to Action” Optimized Landing Page #2 Continued…
- 6. Cross-Media CTA “Call to Analytics Action” Optimized Platform Landing Page The Four Centralized Database / Automated Marketing System Cornerstones of Marketing 3.0 #3 The Capture & Tag: A Proactive Reaction to That Dialogue Tag: B Tag: C #3 Continued…
- 7. The Four Cornerstones of Marketing 3.0 #3 The Capture & Proactive Reaction to That Dialogue CTA Media “Call to Marketing 2nd Touch Format(s) Action” Rep Follow-Up Thank-You (Outbound (Notification Email & Inbound) Optimized Page and/or Action Landing Email) Page “If-Then-Else” Follow-Up Email #3 Continued…
- 8. The Four Cornerstones of Marketing 3.0 Landing Page #3 The Capture & Proactive Reaction to That Dialogue (A Real World Example) Thank You Page Follow-Up 1 2 3 4 Emails (based on responses) Second Touch Email #3 Continued…
- 10. #3 Continued…
- 11. #3 Continued…
- 12. The Four Cornerstones of Marketing 3.0 #4 Measurement & Refinement of Your Cross-Media Marketing Efforts Website – Traffic, Keywords, Bounce Rate, Page Visits, Conversions, Backlinks Landing Pages – Traffic by Media Type, Ad, or Specific Touch; Page Link Clicks; Conversions; Leads; & Web Form Responses Blog – Views, Interaction, Subscriber + CTA Conversions, & Sharing Social Media – Followers/Connections, Engagement, “Likes,” Sharing, Link Clicks, Video or Photo Views, Conversions, Leads, & Mentions Email – Subscription Conversions, Open Rates, Click-Through Rates, & Leads Search Engine Ranking Sales/Revenue
- 13. Typical Results from Deployment of the Four Basic Cornerstones of Marketing 3.0
- 14. In this changed media world with increased instances of online or digital media communications, the opportunity for new outcomes is becoming more and more common. Levels of this type of achievement initiate from new strategies and “new questions” – all part of the integrated “smart media” world we live in today.
- 15. To follow the Marketing 3.0 Blueprint, visit www.BigDogInnovations.com/MissionM3B where you can access and/or subscribe to all of the past and future content files in the MISSION M3B series, published within the ongoing Marketing 3.0 Weekly blog.
- 16. The Big Dog Innovations Approach to the New World of Marketing – Marketing 3.0 Marketing Marketing Strategy Infrastructure Marketing Implementation Marketing Marketing Communications Measurement Logistics & Refinement Achievements: Increased Conversion Rates. Lowered Costs of Acquisition. Higher Levels of Customer Intimacy. Better Overall Insight Into Marketing Performance.
- 17. Contact us today for a discussion on what an updated marketing plan – optimized for the new world of “Marketing 3.0” – might look like for your organization specifically. Peter Winters President pwinters@bigdoginnovations.com Jackie Crino Chief Marketing 3.0 Officer jcrino@bigdoginnovations.com www.BigDogInnovations.com
Hinweis der Redaktion
- In a cross media world there are very few limitations to where a dialogue or activity capture can emanate from. And, the variables can include traditional media, new media formats such as social media, business units such as call centers, and marketing events such as trade shows.Additionally , “smart marketing systems” can capture and automatically tag “the capture” to generate what the next stage in the marketing lifecycle process will be.
- We use the term “dialogue” to mean both survey responses and activity captures such as purchase, register, download, and follow.
- In a cross media world there are very few limitations to where a dialogue or activity capture can emanate from. And, the variables can include traditional media, new media formats such as social media, business units such as call centers, and marketing events such as trade shows.Additionally , “smart marketing systems” can capture and automatically tag “the capture” to generate what the next stage in the marketing lifecycle process will be.
- In a cross media world there are very few limitations to where a dialogue or activity capture can emanate from. And, the variables can include traditional media, new media formats such as social media, business units such as call centers, and marketing events such as trade shows.Additionally , “smart marketing systems” can capture and automatically tag “the capture” to generate what the next stage in the marketing lifecycle process will be.
- We use the term “dialogue” to mean both survey responses and activity captures such as purchase, register, download, and follow.
- One example of a capture as shown here is via a response to a landing page. In this instance the lifecycle of the landing page is extended to include an auto responder as well as an “if-then” cycle of follow through. This same type of communications lifecycle can easily play out in mobile marketing formats as well.
- An alternative energy company asks landing page visitors to “Select the question below that most describes your curiosity about NY Wind Power.” The response to this question will not only provide the alternative energy company with important insight that they can then use to refine their marketing messaging and efforts, but this particular response will also allow the company to provide their prospects with a relevant “marketing” message that could potentially mitigating the prospects’ concerns and increase their likelihood of making a wind power enrollment decision.
- A generic “thank you” page is displayed after the respondent clicks on the landing page form’s “submit” button. “Thank you” pages provide a great opportunity to invite customers and prospects to follow or connect with your organization on social media platforms.
- Landing page respondents receive one of four “if-then-else” autoresponder emails, determined by their specific response to the question on the landing page. The goal of this email touch is to convince the prospect to enroll in the alternative energy company’s wind power program. Therefore, each autoresponder email version contains a “call to action” to visit another landing page specifically for enrollment in the wind power program.[A similarly looking static email is sent, automatically, as a "second touch" to all of the landing page visitors that submit the landing page form but do not convert (or “enroll,” in a specified amount of time).]
- We wanted to provide you with the best possible overview of what Marketing 3.0 "superheros" are using to measure their marketing investments in the <em>new world of marketing.</em> [We will certainly be taking a deep dive into measurement and analytics a bit later into this <a href="http://www.bigdoginnovations.com/missionm3b">MISSION M3B</a> content series.] So here you have it... these are the major categories and sub-categories of marketing activities to measure, analyze, and continuously strategically refine as appropriate. Please note that marketing measurement should be done with a purpose. We don't believe in measuring marketing results for the sake of measuring marketing results; rather we believe that you should concentrate all of your measurement and analytics efforts on the key metrics that matter to the successful refinement of future marketing efforts and product, business, organizational or other development efforts... and filter out all of the "fluff" metrics that waste time and other resources and that have nothing to do with moving closer to your organization's goals.
- Organizations that deploy these four basic cornerstones of “Marketing 3.0” can find themselves achieving new levels of marketing returns.