The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.
2. trans·for·ma·tion
-noun"
"
A change or alteration, "
especially a radical one."
2
SOURCE: WORLD ENGLISH DICTIONARY
3. “ …the Internet has turned what used
to be a controlled, one-way
message into "
a real-time dialogue
with millions.
DANIELLE SACKS
THE FUTURE OF ADVERTISING
FAST COMPANY, NOVEMBER 17, 2010
3
4. 79% "
of adult Americans use the Internet.
4
4
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
5. 78% "
of Internet users conduct product research online.
5
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
6. 10.3 Billion
searches are conducted "
every month on Google.
6
SOURCE: COMSCORE, AUGUST 2010
7. The average US Internet user"
2,750
views"
web pages per month.
7
SOURCE: THE NIELSEN COMPANY, JANUARY 2011
8. 1/3
of US consumers spend "
three or more hours
online every day.
8
SOURCE: THE MEDIA AUDIT, OCTOBER 2010
9. 24% "
of adults have posted comments "
or reviews online about the things
they buy.
9
SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
10. Your customers are relying more & more on
social. 9 out of 10
9 out of 10 Internet users visited "
a social networking site each month in 2010.
10
SOURCE: COMSCORE, FEBRUARY 2011
11. 1 out of every 8 "
minutes online "
is spent on Facebook.
11
SOURCE: COMSCORE, FEBRUARY 2011
12. Twitter’s active
user base generates
90 Million
tweets per day.
12
SOURCE: RJMETRICS, JANUARY 2010
13. More than half "
of all Internet users "
read blogs at least monthly.
13
SOURCE: EMARKETER, AUGUST 2010
14. US Internet users spend "
3x more minutes on blogs "
& social networks "
than on email.
= 1 MINUTE
SOCIAL NETWORKS/BLOGS ONLINE
EMAIL PORTALS VIDEOS/MOVIES
GAMES
14
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
15. 40% "
of Facebook’s "
user base is "
age 35+.
15
SOURCE: ISTRATEGY LABS, JANUARY 2010
16. 64% "
of Facebook "
users have "
become “fans” "
of at least "
one company.
16
SOURCE: EXACTTARGET, 2011
17. Web-based email usage "
is on
the dec
line. 28%
22%
AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54
-1%
AGE 55-64 AGE 65+
-8%
-12%
-18%
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
-59%
17
SOURCE: COMSCORE, DECEMBER 2010
18. “ Search engines, blogging & other
Internet trends have
fundamentally transformed "
the way people & businesses
purchase products, "
but most small businesses still use outdated "
& inefficient marketing methods—like print
advertising, telemarketing & trade shows"
—that people increasingly find intrusive "
& screen out."
BRIAN HALLIGAN
CO-FOUNDER & CEO
HUBSPOT
18
19. 7
o
0% " arch users " t paid.
f the links serganic—no
cl ick on are o
19
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
20. 78%
of business people "
use their mobile device "
to check email.
20
20
SOURCE: AT&T, MARCH 2011
21. 40%
of US smartphone owners compare prices "
on their mobile device while in-store, "
shopping for an item.
21
SOURCE: COMSCORE, JANUARY 2011
22. 1 in 5
US adult mobile phone owners "
have used their device
to make a purchase "
in the past month.
22
SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
23. 40%
of US households have a DVR.
23
SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010
24. 200 Million
Americans have registered on the Federal Trade Commission’s "
“Do Not Call” list.
24
SOURCE: FTC, JULY 2010
25. 46%.
The decline in spending "
on tech trade shows in 2009.
25
SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009
26. 91%
of email users have "
unsubscribed "
from a company email "
they previously opted-in to.
26
SOURCE: EXACTTARGET, , 2011
27. 84%
of 25-34 year-olds have left "
a favorite website because of "
intrusive or irrelevant advertising.
27
SOURCE: HOWTO.TV, APRIL 2008
28. “ Audiences everywhere are tough.
They don’t have time to be bored
or brow beaten by orthodox, "
old-fashioned advertising.
We need to stop interrupting
what people are interested in &"
be what people "
are interested in.”
CRAIG DAVIS
CHIEF CREATIVE OFFICER, WORLDWIDE
J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
28
29. new
–adjective"
"
Markedly different from what
was before; changed,
especially for the better."
29
SOURCE: WORLD ENGLISH DICTIONARY
31. This " OUTBOUND
is "
your "
new "
marketing "
mix.
INBOUND
31
32. Be helpful.
Helpful is the new viral.
ask yourself how you can be of service to
Helpful
your current and potential customers. What
problems can you solve? What questions
Relevant
can you answer? What knowledge can you
share?
Remarkable
Read more: http://blog.hubspot.com/blog/
Frequent
tabid/6307/bid/10291/Helpful-is-the-New-
Viral.aspx#ixzz1GsSghdGN
32
39. “ If you don’t like change, "
you’re going to like "
irrelevancy even less.”
GENERAL ERIC SHINSEKII, 2003
39
40. in·bound mar·ket·ing"
-noun"
Any marketing tactic that relies "
on earning people’s interest "
instead of buying it; "
a.k.a. the key to marketing "
transformation."
40
SOURCE: WIKIPEDIA
41. Inbound marketing "
in a nutshell.
1: GET FOUND ONLINE
3: ANALYZE & IMPROVE
2: CONVERT VISITORS & LEADS
41
42. More than 1/3 of US companies "
use blogs for marketing purposes.
42
SOURCE: UM, OCTOBER 2010
43. Companies that blog get "
55% more
website visitors.
43
SOURCE: HUBSPOT, 2010
44. Inbound marketing costs 62% less "
per lead than traditional, outbound marketing.
AVG COST/LEAD: $373
AVG COST/LEAD: $143
OUTBOUND
INBOUND
44
SOURCE: HUBSPOT, 2011
45. 67% o
f B2C
and 4
have 1% o comp
acqu f B2B c anies
ired ompa "
throu a custo nies
gh Fa mer
cebo "
ok.
45
SOURCE: HUBSPOT, 2011
46. 57%
of businesses have "
acquired a customer "
through their "
company blog.
46
SOURCE: HUBSPOT, 2011
48. 2/3 "
of marketers say
their company blog "
is “critical” or
“important” "
to their business.
48
SOURCE: HUBSPOT, 2011
49. The number "
of marketers "
who say
Facebook "
is “critical” "
or “important”"
to their business "
has increased
83%
in just two years.
49
SOURCE: HUBSPOT, 2011
50. 51% "
of Facebook fans "
are more likely to buy"
the brands they fan.
50
SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
51. 79% "
of Twitter followers"
are more likely "
to recommend "
the brands they follow.
51
SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
52. The average budget spent on company blogs "
& social media has nearly doubled in two years.
2009
$
$
$
$
$
$
$
$
$
2011
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
= 1% OF ANNUAL MARKETING BUDGET
52
SOURCE: HUBSPOT, 2011
53. “ What we really need is "
a mindset shift that will make us
relevant to today’s consumers, "
a mindset shift from "
‘telling & selling’ "
to building relationships.”
JIM STENGEL
FORMER GLOBAL MARKETING OFFICER "
FOR PROCTER & GAMBLE
53
54. how·to
–noun"
"
A set of step-by-step instructions
for accomplishing a certain task
or reaching a certain objective."
54
SOURCE: RANDOM HOUSE DICTIONARY
55. 1 Make "
stuff "
people "
want.
• EDUCATIONAL EBOOKS
• HOW-TO VIDEOS
• ONLINE CALCULATORS
• PLANNING TOOLS
• ANSWERS TO COMMON QUESTIONS
55
56. • THE MORE YOU
GIVE, THE MORE "
YOU GET
2 Be
generous.
• BUILD TRUST,
CREDIBILITY, "
& GOOD WILL
• INCREASE # "
OF PAGES"
& INBOUND LINKS
56
57. 3 Rock " • HTTP://WWW.HUBSPOT.COM/INTERNET-
MARKETING-TIPS/DETAILED-KEYWORD-
your " TIPS/
keywords.
• HTTP://WEBSITEGRADER.COM/
57
58. 4 Give "
great "
directions.
• RELEVANT LANDING PAGES
• CLEAR CALLS TO ACTION
• COMPELLING OFFERS
58
59. 5 Invest "
wisely.
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
59
60. “ It no longer makes
economic sense to send
an advertising message
to the many, in hopes "
of persuading the few.
M. LAWRENCE LIGHT"
FORMER CHIEF MARKETING OFFICER
MCDONALDS
60
63. IMAGE CREDITS."
HubSpot gratefully acknowledges the following photographers for sharing their original works via flickr & the Creative Commons license.
SLIDE
FLICKR USERNAME
SLIDE
FLICKR USERNAME
4
PIMBOULA
32-34
SHEREEN M
5
MEZ LOVE
35
MAIT JÜRIADO
6, 58 STÉFAN
36
AJITH
& 59
7
DARRREN HESTER
37
TELSTAR LOGISTICS
8
NICHOLASJON
38
DR CRAIG
9
GUSTAVO PIMENTA
41
EKURVINE
12
ETGEEK (ERIC)
42
AGAHRAN
13 & DELPHWYND
43
B.ROMAIN
15
16
IAN RANSLEY DESIGN + ILLUSTRATION
46
JULIANA COUTINHO
22
MASOCHISMTANGO
47
RJMETRICS
23
ABBYLADYBUG
48
EFLON
24
TYLERDURDEN1
49
ESCAPEDTOWISCONSIN
25
CELINE NADEAU
50
XURDE
26
INKMAN_
55
JOSH LIBA
27
ASHLEY ROSE
56
BRANDON CHRISTOPHER WARREN
32-34
SHEREEN M
57
FEITICEIRA_ORG
63
*ALL IMAGES WERE PURCHASED ON ISTOCKPHOTO.COM UNLESS NOTED ABOVE.
64. ABOUT HUBSPOT.
HubSpot is an all-in-one marketing software
platform for small and medium-sized businesses.
4,000+ companies use HubSpot to generate "
over 500,000 leads per month.
LET’S BE FRIENDS ONLINE!
http://blog.hubspot.com/
Twitter.com/hubspot
Facebook.com/hubspot
Linkedin/com/hubspot
Youtube.com/hubspot
flickr.com/photos/hubspot
64
NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.