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How to Become a Marketing Technologist

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5. Okt 2012

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HOW TO BECOME A
TECHNOLOGIST
Lisa Gerber

COMPLAIN ON FORUMS

RSVP TO EVENTS

TALKING TO THE MEDIA

CHECKING IN

BEING ENTERTAINED

DOWNLOADING APPS

WHAT CHANGED?

• Consumer behavior is vastly different

• Financial investment in digital media is growing

• C-su...

MARKETING VS. IT

LOVE TECHNOLOGY
AND YOUR IT GUYS

TODAY’S AGENDA

• Buyer decision-making process

• Business engagement process

• Eight ways to integrate technolo...

1. SEARCH ENGINE OPTIMIZATION

4. SOCIAL MEDIA MANAGEMENT

Owned
media

Paid Earned
media media

2. CONTENT MANAGEMENT SYSTEMS

SEO
Make an offer
Calls to action
Landing pages
Email nurturing

3. LEAD GENERATION AND
AUTOMATED M...

5. SOCIAL INFLUENCE TOOLS

6. MOBILE MARKETING
*Image courtesy of InternetRetailing

7. MEASUREMENT AND ANALYTICS

8. COLLABORATION AND PROJECT MANAGEMENT

Establish Goals
Search

Report and Collaborate Engage with Social Media

Measure ...

WHAT IS A MARKETING TECHNOLOGIST?

FOUR WAYS TO BECOME A
TECHNOLOGIST

1. USE IT FOR YOURSELF

2. FOLLOW BLOGS AND
INFLUENCERS

BLOG BUNDLE

•Chief Marketing Technologist •SEOMoz
•Content Marketing Institute •Search Engine Land
•Conversation Age...

NEWS SITES

• TechCrunch

• Mashable

• Read Write Web

• Social Media Examiner

• Social Media Today

TWITTER LIST
twitter.com/lisagerber/marketing-technologist

3. UNDERSTAND THE
LANGUAGE

4. BE STRATEGIC

If you can’t beat them,
at least have some
fun with it.

Give your IT guys a hug

THANK YOU

Lisa Gerber
Big Leap Creative Digital Marketing
•www.bigleapcreative.com/wordpress
•lisa@bigleapcreative.com
•...

How to Become a Marketing Technologist

How to Become a Marketing Technologist

How to Become a Marketing Technologist

How to Become a Marketing Technologist

How to Become a Marketing Technologist

How to Become a Marketing Technologist

How to Become a Marketing Technologist

How to Become a Marketing Technologist

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Herunterladen, um offline zu lesen

Changing technology has changed the way consumers interact with brands. Consumers have more power than ever. As marketers, we have to become technologists, and understand how to research and analyze the data, strategize, and show real results tied back to business goals.
This presentation illustrates the role technology plays in the consumer purchase process, and how marketers can integrate it into the strategy.

Big Leap Digital Marketing and Communications

Changing technology has changed the way consumers interact with brands. Consumers have more power than ever. As marketers, we have to become technologists, and understand how to research and analyze the data, strategize, and show real results tied back to business goals.
This presentation illustrates the role technology plays in the consumer purchase process, and how marketers can integrate it into the strategy.

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How to Become a Marketing Technologist

1. HOW TO BECOME A TECHNOLOGIST Lisa Gerber
2. COMPLAIN ON FORUMS
3. RSVP TO EVENTS
4. TALKING TO THE MEDIA
5. CHECKING IN
6. BEING ENTERTAINED
7. DOWNLOADING APPS
8. WHAT CHANGED? • Consumer behavior is vastly different • Financial investment in digital media is growing • C-suite is demanding better, real results
9. MARKETING VS. IT
10. LOVE TECHNOLOGY AND YOUR IT GUYS
11. TODAY’S AGENDA • Buyer decision-making process • Business engagement process • Eight ways to integrate technology into strategy • Four ways to become a technologist
12. 1. SEARCH ENGINE OPTIMIZATION
13. 4. SOCIAL MEDIA MANAGEMENT
14. Owned media Paid Earned media media 2. CONTENT MANAGEMENT SYSTEMS
15. SEO Make an offer Calls to action Landing pages Email nurturing 3. LEAD GENERATION AND AUTOMATED MARKETING
16. 5. SOCIAL INFLUENCE TOOLS
17. 6. MOBILE MARKETING *Image courtesy of InternetRetailing
18. 7. MEASUREMENT AND ANALYTICS
19. 8. COLLABORATION AND PROJECT MANAGEMENT
20. Establish Goals Search Report and Collaborate Engage with Social Media Measure Create Content Reach Mobile Audience Manage Leads Reach Influencers
21. WHAT IS A MARKETING TECHNOLOGIST?
22. FOUR WAYS TO BECOME A TECHNOLOGIST
23. 1. USE IT FOR YOURSELF
24. 2. FOLLOW BLOGS AND INFLUENCERS
25. BLOG BUNDLE •Chief Marketing Technologist •SEOMoz •Content Marketing Institute •Search Engine Land •Conversation Agent •Spin Sucks •Convince and Convert •Six Pixels of Separation •For Bloggers by Bloggers •LoveStats •Inbound Marketing •The Sales Lion •It’s All About Revenue •Traackr •KDPaine’s PR Measurement •V3 Kansas City •PR 20/20 •Waxing Unlyrical •ProBlogger
26. NEWS SITES • TechCrunch • Mashable • Read Write Web • Social Media Examiner • Social Media Today
27. TWITTER LIST twitter.com/lisagerber/marketing-technologist
28. 3. UNDERSTAND THE LANGUAGE
29. 4. BE STRATEGIC
30. If you can’t beat them, at least have some fun with it.
31. Give your IT guys a hug
32. THANK YOU Lisa Gerber Big Leap Creative Digital Marketing •www.bigleapcreative.com/wordpress •lisa@bigleapcreative.com •Twitter: @lisagerber •LinkedIn •Slideshare: www.slideshare.com/lisagerber

Hinweis der Redaktion

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we are now solving problems, not selling products.\n
It doesn&#x2019;t matter what type of business you are in. \nBrands have a new set of challenges and goals. \nPr roles have expanded - bits of data across various web channels\nAward-winning campaigns\nMarketing vs IT next\n\n
IT roles have changed as well. \nThey do more than manage and provide internal resources. They are now relied upon for marketing.\n
Goal today\nsolve challenges the new media presents\nI&#x2019;m not going to tell you....\n
housekeeping\n
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Google calls it the Zero Moment of Truth. \n
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The glue that holds it together.\nmarket research, customer service, community and relationship building\nSolves: when someone posts a questions or a complaint or a compliment...\n
driving force in the strategy\nZMOT\nexamples - CF, AES, Jugnoo\nSolves: google searches for solutions to problems\n
we&#x2019;re attracting traffic to our content, and engaging online\nLead generation now falls under the marketing umbrella. We are no nlonger a cost center, but a revenue generator\n
Now we turn to distribution channels.\nSolves - increase positive mentions and blog posts and news sites in searches\n
79 percent of Americans use a smart phone to help with shopping decisions. \n70 percent check reviews before making a purchase. \nSolves: encourages reviews and check-ins\n
Every client project begins with established goals.\n
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It seems we need to be superhuman to keep up with everything. \nIt means technology is baked into your processes on an every day basis. \nWe also need to stay curious and keep ahead of emerging trends and technologies to understand how they affect the brands we work for, and how it affects the work we are doing for them. And know enough to be dangerous and turn to the experts for the deeper knowledge. \n
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We can&#x2019;t know it all, and for some of you, you have large enough teams where you can rely on experts in each area.\nFilter the Shiny Object Syndrome for your clients or your employers by testing out the technology for yourself. Use your critical-thinking skills to determine how this could be applied from a business perspective. \nBe able to answer the question when your boss or client asks about it.\n\n
When Google+&#xA0;first came out, we set up our own page and started playing with it before we told our clients to hop on it.I used Piktochart for my infographics. \n
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Paris - and the language\nWe can&#x2019;t execute marketing campaigns without an understanding of the capabilities of tech.\n
It&#x2019;s designed to make our lives easier and more productive, but never to replace the fundamentals of hard work and real relationship building.\nUse it to extend capabilities. \nTechnology is one third of the way there - \n
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Now that we are becoming more informed, and self-reliant when it comes to integrating technology into strat: 1. Get negative mentions off first page of Google, increase conversion rates on landing pages and emails, get more bloggers and influencers talking about our brands, help them look good by guiding them through the right technologies to reach the right goals.\nManaging and protecting reputations\nreporting back to your executives with actual return on investment and increasing budgets. \nand everyone lived happily ever after\n
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