Digital Centered Marketing - AMA Madison

Digital Centered Marketing The MarketingSavant Group
www.marketingsavant.com
888.989.7771
dana@marketingsavant.com

The MarketingSavant Group 888.989.7771

About
Dana VanDen Heuvel
Dana VanDen Heuvel is an award-winning marketing blogger, author of the
American Marketing Association's Marketech Guide to Marketing
Technology and the MySpace, YourSpace, TheirSpace Guide to Social
Network Marketing and the creator of the AMA's TechnoMarketing
training series. Dana is a widely recognized expert on blogging, podcasting,
RSS, Internet communities and interactive marketing trends and best
practices and speaks regularly on these topics at industry events. Dana
founded BlogSavant, one of the nation's first weblog and social media
marketing consultancies and currently runs The MarketingSavant™ Group,
a marketing technology consulting and training firm that helps marketers
leverage emerging marketing technology to reach and keep customers.
Learn more from Dana's blog at www.marketingsavant.com.

The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent
thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and
deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your
entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus
on genuine organizational transformation through marketing, innovation, intellectual capital development and not
on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool.

We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-
to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do
well by doing good, and we like to work with clients who share our philosophy.

Slide Deck & E-book Download
www.marketingsavant.com/amamadison


Digital Centered Marketing – Moving Your Marketing into the Digital Future

Customer Relations
Digital customer relationships,
forming, keeping, growing, being
a “more human” marketer
(digitally), starting your CRM from
a digital center, digital CRM
mindset in everything
Getting to Digital
BIG IDEA – GAME CHANGING –
DIGITAL CENTERDNESS OF THE Advertising and Content
FUTURE, workshop on how to get Models, vendors, best campaigns,
to ‘digital center, marketing digital centered companies doing
process (changes), data-centered all digital campaigns, how to do
mindset, setting the stage for the advertising from a digital center
digital future, BYO (build your
own) digital marketing plan

Digital Data

Digital Content

Digital
Relationships


Marketing in Perpetual Beta


Digital Centered Re-Defines the Old Buckets


Digital Centered Marketing Planning is LATERAL Not LINEAR

Anything is Possible

“In this environment, clients need ideas
that will transform their business. In the
past, when our only tool was paid media,
it was virtually impossible to develop an
idea that could change a client’s
fundamental competitive position. Now,
digital has the potential to re-imagine a
consumer connection, or reinvent a
business model. And we have a long list
of consumer touchpoints with which to
work, starting with the Web, then
expanding to mobile applications, social,
gaming, viral, digital-out-of-home,
widgets, gadgets and more. Now,
anything is possible.”

Razorfish, Digital Outlook Report


Five Media Types


Media Convergence

“Current media mix models are falling down; they are
based on older research models that assume media
channels are by and large independent of one
another. As media consumption changes among
consumers, and marketers include more digital and
disparate channels in the mix, it is more important
than ever to develop new media mix models that
recognize the intricacies of channel interaction. Since
online media is often linked closely with other media
(TV can drive search, search can drive magazine usage
and so forth) we need to adopt new ways of
measuring to account for the true complexity of
media in the digital age.”

Razorfish, Digital Outlook Report

http://www.flickr.com/photos/madison_guy/2957546820/sizes/o/

We’re not product companies

We’re not service companies

We’re INFORMATION companies


Digital Centered is Moving Beyond
Demographics


Journalists & Storytellers =
The Next CMOs


Data as Storytelling


Customers Expect Marketers to Build API’s


Conversation as Core Competency

“There’s a real cost to
ignoring the
conversation.”

“We live in a conversation driven world. Even if your brand is not an active user of social
media, your customers and potential customers are. This is revolutionizing the way brands
have to think about themselves and how they choose to compete.

In a conversation driven world, the real threat is not conversation itself, but
commoditization. Unless customers have reason to talk, they won't. And a brand that
generates little or no conversation will be killed by one that does.”
Paul Worthington, Fast Company Magazine

• 34% of adults who use social media have used social media tools “as an outlet to rant or
rave about a company, brand or product”

• 26% of those adults use social media to share their dissatisfaction with a company,
brand or product

• 23% of those adults use social media to share their feelings about the companies, brands and
products they like

• 38% said that they aim to influence others when they express their preferences
online

Customers = Competent Conversationalists

Digital Centered = Mobile Identities


Digital Believers Mobilized


Customers In the Mesh
“Better Things, Easily Shared”
Marketing Becomes a “Sharing Platform”


Let’s Review!

• Digital Centered Marketing
– Data – Relationships – Content
• Web 2.0
• Marketing in Perpetual Beta
• Don’t Force New Tools/Ideas Into Old Buckets
• Think Lateral, Not Linear
• Acknowledge Owned, Sold & Hijacked Media
• Follow the Media Lifecycle
• Media Convergence

Let’s Review!

• We’re Publishers in the Information Business
• Move Beyond Demographics
• Digital Storytelling + Data
• Build an API Into Your Brand
• Conversation as Core Competency
• Mobile Identities
• Digital Believers Mobilized
• Marketing in the Mesh – Marketing as Platform


Digital Centered Marketing - AMA Madison

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