69. AKA: Why Do You Invest in Marketing?
Via: http://www.slideshare.net/HubSpot/the-2012-state-of-inbound-marketing-webinar
70. Usually, It’s One (or More) of These:
Traffic Awareness
Sales /
Retention
Conversions
71. Who Do You Need to Reach to Achieve That Goal?
72. Where is This Target Group on the Web Today?
Users: 1B+ 900mm 500mm 150mm 150mm+
(blogosphere)
130mm 50mm
250mm+ 250mm+
Users: (print media) (TV media)
35mm 25mm 20mm 20mm 14mm
87. Goal: Build awareness & Influencers: Wall Street Journal,
acquire customers for bloggers, data viz
Tableau’s software aficionados
Who: Business analysts, Experience: Beautiful, usable UX.
entrepreneurs, big data Interactive e.g.
owners, Excel junkies Meaningful insights.
Where: Press, Search, Social, ROI Comparison:
Blogosphere,
Brand advertising = too
Tradeshows
shotgun, too expensive
89. Goal: Build awareness in the Influencers: Facebook friends,
highly competitive NYC colleagues, family
criminal law field
Who: Anyone who might Experience: Enjoyable to read,
influence anyone who’s easy to get through,
ever arrested high quality info
Where: Social, Blogosphere, ROI Comparison:
Press, Search
Paid search = too expensive,
won’t reach the referral audience
115. Blogs
Tweets Video
Plugins UGC
Comments Comics
Slide Decks Products
Photos Infographics
Animations CONTENT MARKETING! Services
(aka anything you produce to earn awareness, likability & trust)
UI Elements Physical Space
APIs Print Material
Ads Press
Tools Events PDFs
Food Data
Platforms
116. #5: Choose Short Men (and Tall Women)
Via http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
118. Goal: Build awareness of cancer Influencers: Seattle journalists,
treatment center & earn mainstream media,
support/donations friends & family
Who: Northwest families and Experience: Emotional, positive,
potential donors uncontroversial
Where: Press, YouTube, ROI Comparison:
social, search
Brand advertising is an option and Children’s
invests there today… This is an experiment.