This document discusses the overload of advertising that people now face and how consumer behavior is shifting. It notes that buyers now do 60-80% of their research online before contacting vendors. As a result, marketing must shift from being sales-focused to being user-focused by creating helpful content. The role of marketing is to listen to buyers, build relevant content for them, and share it widely rather than relying on interruptive ads. Both marketing and other departments must work together to engage where buyers are online through relevant answers to their questions.
4. CONTENT
OVERLOAD
Every 60 seconds…
• 168 Million Emails
• 25+ hours Youtube
• 700.000 search
queries
• 1.500 blog posts
• 13.000+ iPhone
Apps downloaded
@tomdebaere
5. Michael Brenner,
Senior Director of Global Integrated Marketing at SAP.
“BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80%
OF THEIR RESEARCH
BEFORE REACHING OUT TO
VENDORS”.
6. The Millenial Effect
Use of social media for information or advice, by
age
60
50
40
30
Use in %
20
10
0
up to 30 31-40 41-50 51-60 Older
Source : Buyersphere 2012 @tomdebaere
7. THIS IS ABOUT A
SHIFT OF
POWER
Site centric User centric
Image Transparency
Sales person Buyer
@tomdebaere
8. MARKETING
CHALLENGES
Advertising overload
interruption marketing
Channel overload
expanding number of channel choices
Changing Buyer Behavior
social and web
@tomdebaere
16. What should
MARKETING do ?
Create a process to
listen & answer,
company wide
Plan & Build content
with our buyers in
mind
Set content free &
promote heavily
Help the organisation
- social media policy
@tomdebaere
17. This is not Customers and partners
about >>> TRUST & INTEREST <<<
marketing
alone Marketing Sales Production
& Logistics
Customer
Service, …
Answer questions & business issues
(with products and content)
@tomdebaere
18. REACTING TO
THIS CHANGE
• Learn ‘digital’, ‘social’, ‘process’
• Start with ‘Early adopters’ & key users
• Workshops for training, process and
organisation
@tomdebaere
20. CONTACT ME
@tomdebaere
http://www.linkedin.com/in/tomdebaere
https://plus.google.com/u/0/103734974935662967784/
Hinweis der Redaktion
Consumers are bombarded with 2,000- 5,000 marketing messages per dayMore than 200 Million Americans have joined the U.S. “Do Not Call” list 86% of people skip television ads 44% of direct mail is never opened 99.9% of banner ads do not receive clicks 90% of emails are never opened and 99.5% don’t produce even a single click.
these networks where people talk ? How do we listen to their needs ? How do we influence them ? How do we participate to those discussions, happening online and offline ?
Be where your buyers are Claim our identity as an organisation, and as a personPromote your contentBe honest, authentic and trustedReact & participateAnswer questionsTake issues offlineDetect buying signalsInspire them
The listening and answering process is implemented company wide, and is not a ‘marketing only’ activity. Marketing can be the driving force and manage the process, but input and answers from multiple departments are needed.
Great answers lead to even greater trustGreat content leads to interest from peoplePeople share their talent and knowledge with others, leading to extra motivation of employeesCreating content for our customers forces us to study, analyze, question and test our products and servicesYou become a better communicatorYou better understand our customersYou contribute directly to creating better products
We talked about the changing buyer behavior and that we need to be where our buyers our, and provide them valuable content, and set it free, so it can be shared and propagated to networks beyond our reach.We talked about the road to get there, the model to implement and the change that is needed.But we’ll need you to embrace this change, and create a culture of education, internally and externally.But we can’t do this alone. We want you toShare your talent and expertise visiblyDirectly contribute to better products and servicesBecome better communicatorsAnd for this we need you.Thank you.