Marketing means communicating true value and significance to your audience.
If you want to succeed with marketing, don't buy your customers' attention. Earn it.
More on this presentation: http://www.alexrascanu.com/inbound-marketing-earn-customer-attention/
1. INBOUND MARKETING
Don’t buy your customers’ attention. Earn it.
Alex Rascanu l Marketing Manager
#InboundTO l April 2013
2. Some of our clients...
We’re in business because we believe that great
brands need both voice and visibility in order to
connect people with what matters.
A boutique, full-service digital marketing agency in
Toronto, Powered by Search is a PROFIT HOT 50-ranked
agency that delivers search engine optimization, pay per
click advertising, local search, social media marketing, and
online reputation management services.
Featured in...
19. MUCH OF THIS IS MERELY INTERUPTION MESSAGING,
WHICH CAN GET RESULTS IN THE SHORT RUN BUT
OFTEN COMES CLOSE TO HARASSMENT.
20. This Is In Line With Classical /
Outbound Marketing Thinking…
21. TV ADS
NEWSPAPER ADS
RADIO ADS
MAGAZINE ADS
PUBLIC TRANSIT ADS
OUTDOOR
BILBOARDS
DIRECT MAIL
The Common Theme? An Unhealthy Focus on
Controllable, Spend-Driven Channels
COLD CALLING
EMAIL SPAM
TELEMARKETING
22. TV ADS
NEWSPAPER ADS
RADIO ADS
MAGAZINE ADS
PUBLIC TRANSIT ADS
OUTDOOR
BILBOARDS
DIRECT MAIL
The Common Theme? An Unhealthy Focus on
Controllable, Spend-Driven Channels
COLD CALLING
SALES FLYERS
EMAIL SPAM
TELEMARKETING
23. TV ADS
NEWSPAPER ADS
RADIO ADS
MAGAZINE ADS
PUBLIC TRANSIT ADS
OUTDOOR
BILBOARDS
DIRECT MAIL
The Common Theme? An Unhealthy Focus on
Controllable, Spend-Driven Channels
COLD CALLING
SALES FLYERS
EMAIL SPAM
TELEMARKETING
24. TV ADS
NEWSPAPER ADS
RADIO ADS
MAGAZINE ADS
PUBLIC TRANSIT ADS
OUTDOOR
BILBOARDS
DIRECT MAIL
The Common Theme? An Unhealthy Focus on
Controllable, Spend-Driven Channels
COLD CALLING
SALES FLYERS
EMAIL SPAM
TELEMARKETING
THE SOLUTION?
INBOUND MARKETING
BUT BEFORE WE GO IN MORE DETAIL ABOUT IT…
33. Alan harasses you with paid
ads for things you aren’t
interested in buying.
His customer acquisition cost
is $300.
Steve takes the time to
understand you, builds
relevant content, and peaks
your interest through inbound
marketing channels.
He spends $75 to acquire a
new customer.
34. Steve can acquire 4 times as
many customers as Alan.
Or he can spend the
$225/customer difference
to improve his product or
service.
Would you want to be the outbound marketer
Alan or the inbound marketer Steve?
35. LET’S HAVE A THINK ABOUT WHAT
MARKETING IS MEANT TO BE
MARKETING:
COMMUNICATING TRUE VALUE &
SIGNIFICANCE TO YOUR AUDIENCE
WHEN DONE RIGHT, MARKETING DELIVERS QUALITY LEADS IN A SUSTAINABLE
WAY. “MARKETING IS THE DIFFERENTIATING UNIQUE FUNCTION OF ANY
BUSINESS.” (HARVARD PROFESSOR PETER DRUCKER)
36. We recommend that marketers
“earn their way in” rather than
having to “buy, beg or bug
their way in.”*
* marketing strategist David Meerman Scott
How Should You Go About Communicating True
Value and Significance To Your Audience?
37. Inbound Marketing earns the
attention of customers rather than
buying it, makes the company/ project/
idea easy to be found, and draws
customers to the website by producing
relevant and interesting content.
41. The Purchase Funnel has served marketers well, but a
recent study by global researcher Latitude found that…
87% of consumers now
travel a less linear,
more complex pathway
to final purchase
The study identified six behavioural or mental states a
buyer experiences when considering a purchase…
42. The Purchase Loop:
The proposed process considers emotions and isn’t linear - a person can
bounce from one stage to another as they make their way to final purchase.
43. Channels relied upon during the purchase process:
The internet far outweighs all other marketing channels in influencing
purchase decisions. Millions of dollars are still being spend by brands on
TV ads to "build awareness" even though it’s the least influential channel.