1、TRANSF RM ITS TIME TO YOUR MARKETING.-nountransformationA change or alteration, especially a radical one.SOURCE: WORLD ENGLISH DICTIONARY 2 the Internet has turned what usedto be a controlled, one-waymessage into a real-time dialoguewith millions. 3 DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMP

2、ANY, NOVEMBER 17, 2010 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 201079%of adult Americans use the Internet.4 4 6 SOURCE: COMSCORE, AUGUST 2010searches are conducted every month on Google. 7 SOURCE: THE NIELSEN COMPANY, JANUARY 2011The average US Internet userviewsweb pages per month.9 24% o

3、f adults have posted comments or reviews online about the thingsthey buy. SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 201010 Your customers are relying more & more onsocial. 9 out of 10 9 out of 10 Internet users visited a social networking site each month in 2010. SOURCE: COMSCORE, FEBRUARY 2011

4、11 1 out of every 8 minutes online is spent on Facebook. SOURCE: COMSCORE, FEBRUARY 201112 SOURCE: RJMETRICS, JANUARY 2010Twitters active user base generates 90 Milliontweets per day. 13 SOURCE: EMARKETER, AUGUST 2010More than half of all Internet users read blogs at least monthly. 14 SOURCE: THE NI

5、ELSEN COMPANY, NOVEMBER 2010SOCIAL NETWORKS/BLOGSONLINE GAMESEMAILPORTALSVIDEOS/MOVIESUS Internet users spend minutes on blogs & social networks than on email. = 1 MINUTE16 of Facebook users have become “fans” of at least one company. SOURCE: EXACTTARGET, 2011the d c17 22% 28% AGE 12-17AGE 18-24-1%

6、AGE 25-34AGE 35-44AGE 45-54AGE 55-64AGE 65+-8% -12% -18% (% CHANGE, DECEMBER 2009 DECEMBER 2010)-59% SOURCE: COMSCORE, DECEMBER 2010Web-based email usage is on e line.19 click on are oSOURCE: MARKETING SHERPA, FEBRUARY 6, 200720 of business people use their mobile device to check email. SOURCE: AT&T

7、, MARCH 201121 of US smartphone owners compare prices on their mobile device while in-store, shopping for an item. SOURCE: COMSCORE, JANUARY 201122 1 in 5 US adult mobile phone owners have used their device to make a purchase in the past month. SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, M

8、AY 201023 of US households have40% a DVR. SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 201024 Americans have registered the Federal 200 MillionTrade Commissions “Do Not Call” list. SOURCE: FTC, JULY 201026 91% of email users have unsubscribed from a company email they previously opted-in to. S

9、OURCE: EXACTTARGET, , 201127 of 25-34 year-olds have left a favorite website because of intrusive or irrelevant advertising. SOURCE: HOWTO.TV, APRIL 2008 adjectivenewMarkedly different from whatwas before; changed,especially for the better.29 SOURCE: WORLD ENGLISH DICTIONARY 30 This is your new busi

10、ness card. OUTBOUND INBOUND 31 This is your new marketing mix. 32 Helpful Relevant Remarkable Frequent ask yourself how you can be of service toyour current and potential customers. Whatproblems can you solve? What questionscan you answer? What knowledge can youshare?Read more: /blog/tabid/6307/bid/

11、10291/Helpful-is-the-New-Viral.aspx#ixzz1GsSghdGNBe helpful. Helpful is the new viral. 33 Generous is the new cautious & controlled. 34 Remarkable is the newbusiness as usual.35 Link love is the new ad buy.36 Targeted landing pages & clear calls to action are the new visit my homepage. 37 Keywords a

12、re the new neon signs.38 39 If you dont like change, youre going to like irrelevancy even less.” GENERAL ERIC SHINSEKII, 2003 inbound marketing-nounAny marketing tactic that relies on earning peoples interest instead of buying it; a.k.a. the key to marketing transformation.40 SOURCE: WIKIPEDIA 41 In

13、bound marketing in a nutshell. 1: GET FOUND ONLINE3: ANALYZE & IMPROVE2: CONVERT VISITORS & LEADS42 More than 1/3 of US companies use blogs for marketing purposes. SOURCE: UM, OCTOBER 2010Companies that blog get website visitors. 43 SOURCE: HUBSPOT, 201044 Inbound marketing costs62% less per lead th

14、an traditional, outbound marketing. AVG COST/LEAD: $373 AVG COST/LEAD: $143 OUTBOUND INBOUND SOURCE: HUBSPOT, 201145 SOURCE: HUBSPOT, 2011ndo uok. 46 of businesses 57%have acquired a customer through their company blog. SOURCE: HUBSPOT, 201147 SOURCE: HUBSPOT, 201148 SOURCE: HUBSPOT, 2011 of markete

15、rs2/3 saytheir company blog is “critical” or“important” to their business. 49 The number of marketers who say Facebook is “critical” or “important”to their business has increasedin just two years. SOURCE: HUBSPOT, 2011 of Facebook 51% fans are more likely to buythe brands they fan. 50 SOURCE: CHADWI

16、CK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010Twitter followersof 79% are more likely to recommend the brands they follow. 51 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010The average budget spent on company blogs & social media has nearly doubled

17、in two years. 52 20092011$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ = 1% OF ANNUAL MARKETING BUDGETSOURCE: HUBSPOT, 2011 What we really need is a mindset shift that will make usrelevant to todays consumers, a mindset shift from telling & selling to building relationships.” 53 JIM STENGEL

18、FORMER GLOBAL MARKETING OFFICER FOR PROCTER & GAMBLE howtonounA set of step-by-step instructionsfor accomplishing a certain taskor reaching a certain objective.54 SOURCE: RANDOM HOUSE DICTIONARY 55 Make stuff people want. 1EDUCATIONAL EBOOKS HOW-TO VIDEOS ONLINE CALCULATORS PLANNING TOOLS ANSWERS TO

19、 COMMON QUESTIONS 56 Be generous. 2THE MORE YOUGIVE, THE MORE YOU GET BUILD TRUST,CREDIBILITY, & GOOD WILL INCREASE # OF PAGES& INBOUND LINKS 57 Rock your keywords. 3HTTP:/WWW.HUBSPOT.COM/INTERNET-MARKETING-TIPS/DETAILED-KEYWORD-TIPS/ HTTP:/WEBSITEGRADER.COM/58 Give great directions. 4RELEVANT LANDI

20、NG PAGES CLEAR CALLS TO ACTION COMPELLING OFFERS 59 Invest wisely. 5“IF IT DONT MAKE DOLLARS, IT DONT MAKE SENSE.”It no longer makeseconomic sense to sendan advertising messageto the many, in hopes of persuading the few. 60 M. LAWRENCE LIGHTFORMER CHIEF MARKETING OFFICER MCDONALDS Amen. 61 62 MARKET

21、ING TRANSFORMATION April 4-8, 2011 5 days. 50 prizes. 500 tips.Learn, win, transform! http:/HubS/MTW 63 IMAGE CREDITS.HubSpot gratefully acknowledges the following photographers for sharing their original works via ickr & the Creative Commons license. SLIDE 4 5 6, 58& 59 FLICKR USERNAME PIMBOULA MEZ

22、 LOVE STFAN SLIDE 32-34 35 36 FLICKR USERNAME SHEREEN M MAIT JRIADO AJITH 7 8 9 12 13 &15 DARRREN HESTER NICHOLASJON GUSTAVO PIMENTA ETGEEK (ERIC) DELPHWYND 37 38 41 42 43 TELSTAR LOGISTICS DR CRAIG EKURVINE AGAHRAN B.ROMAIN 16 22 23 24 25 26 27 32-34 IAN RANSLEY DESIGN + ILLUSTRATION MASOCHISMTANGO ABB