Choosing the
Right
Platforms
#IMC2012
Paul J Gibler MBA

Social eBooks
Direct sales
Networks Yellow Pages Direct
Whitepapers
directories mail
Webinars Vlogs
Search engines Sponsorships
Blogs
keywords
Cable Media
television
newspapers Clutter Trade PubS
Pay Per Click
Social media Ads
Podcasts
&Noise radi
e-mail Catalogs Product placements webcasts
o
Junk faxes Direct
Online Video telesales response
Trade Shows mobile radio
2

Interruption
Monologue
Conversation
3

No longer
about
Shouting!
at your
audience
4

Time Shifted Media
The way I want it…
• When
• Where
• How
• With what device
5

Engagement Media
RELEVANT
INVOLVED CONNECTED
Ubiquitous
Connectivity
6

“Anywhere Media" or
“Internet of Everything”
Anywhere Media
Video, Internet, Mobile
Screen Independent, On
Demand, Easy to Consume
Inbound
Outbound
Anywhere Consumers
7

Creators Forrester Social
Technographic
Conversationalists Ladder
Critics
Collectors
Joiners
Spectators
Inactives
8

―Generation C —
connected, communicating,
content-centric,
computerized, community-
oriented, always clicking.”
Source: ―The Rise of Generation C‖,
Strategy & Business, Spring 2011
9

Marketing Changes
Mass Micro
One Way Two Way
Outbound Inbound
Interruption Engagement
Brand Telling Story Telling
10

Information & media ecosystem
changes – 8 V’s
Variety
Volume
of information
of information grows
sources increases
Venues
Velocity times and places
of information change to
speeds up experience media
enlarge
Pew Internet, 2010
11

Information and media ecosystem
changes – 8 V’s
Vigilance Vibrant
attention to immersive qualities
information and of media more
media expands AND compelling – gaming;
contracts augmented reality
Valence Vivid
relevance of social networks more
information improves evident & more
as customization & important as ―coping‖
search tools emerge structures
Pew Internet, 2010
12

New Recipes…
B2P,
Storytelling
Content
& Social Media
New Devices…
Mobile
13

Top 5 B2B Tactics
1. eMail Marketing
2. Social Media Marketing & Analytics
3. Events & Tradeshows
4. Brand Awareness Campaigns
5. Lead Generation Programs
Source: Focus Research: ―Marketers’ Benchmarks 2011: A Survey of
Marketers’ Priorities & Challenges‖, June 2011
14

Online Websites B2B Information
Seekers Used to Find Information
Trade Publication 39%
42%
Brand 51%
Search Engines 73%
Source: Compete & Google, ―Think B2B:
Connecting with the Customer‖, Oct 2011
15

Social Media Sites Used By
US B2B Marketers
Linkedin 58%
Facebook 50%
Twitter 43%
YouTube 19%
Communities 11%
Other 3%
Source: Sagefrog Marketing Group, ―2011 B2B
Marketing Mix Survey Results‖, Aug 2, 2011
17

Which of the following is having the biggest
impact on your branding efforts?
1. Online/web
2. Content development
3. Email marketing
4. Social media marketing
5. Search
Source: February 2012 Marketing Leadership Online
Survey, Forrester 18