Marketing & biz trends
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The document discusses the transformation of business and marketing trends in the mid-2010s, highlighting the rise of micro-scale entrepreneurship and innovative online strategies for consumer engagement. It notes shifts in consumer spending behavior, the growth of mobile applications, the decline of traditional print media, and organizational changes in companies focusing on digital integration. Additionally, it emphasizes the necessity for marketing to adapt quickly to consumer demand and the importance of using new analytics tools for tracking engagement.
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Marketing & biz trends
- 1. Biz & Marketing Trends Mid-2010
- 2. New Entrepreneur Explosion On a micro-scale, individuals are exploiting unlimited reach of the web: Using Give-aways, Contests, Video, Webinars, Whitepapers, & Slide presentations, Trial Memberships… Which serve for list-building for emails… To build reputations & followers, usually with the end-goal of selling… Services such as coaching, virtual assistants, how-to’s for personal fulfillment, becoming a speaker, or any just add-water expertise niche.
- 3. Consumer Spending changing… Consumers still willing to buy latest techno equipment (iPads, and iPods, oh my) But they’ve learned during the recession how to negotiate their own price for many commodities And greater price transparency through search engines mean greater bargaining power! “ U.S. consumers bought less clothing and footwear in April compared to the same month last year, but opened their wallets for electronics, major appliances and status goods...” Read more
- 4. Technology love-affair drives applications & consumer activity The mobile market is exploding (100,000 new apps for iPhone alone, at beginning of 2010).* Addiction to Twitter, digital messaging, photo/video sharing fuels our perceived need for new devices. *per Mashable
- 5. Observing Media shifts… Continued collapse of print medium… Case in point: Reed Business Information shuttered 23 magazine titles in single day in April! *source: BtoB online, May 2010
- 6. Observing Media shifts… Consolidation & merger of media sources continues, making megalithic influencer entities Microsoft purchased Yahoo > Google purchased YouTube > Twitter purchased Cloudhopper > Google rumored to purchase Twitter ?
- 7. Biz-use of the web & mobile for greater efficiencies: Discovering Cloud-computing Using more virtual tradeshows Rolling out webinars on new products & services (especially important for info-providers/aggregators, like Hubspot) Customer interactivity reinforces consumer engagement & loyalty Smaller businesses deploy robust, sophisticated websites to compete against larger ones
- 8. Micro-channels & Micro-sites are mushrooming! http://www.slideshare.net/MicrosoftOffice
- 9. Twitter grows… Twitter saw well over 1 BILLION Tweets in Jan. 2010! (Being tested by Best Buy, Red Bull, Sony Pictures, Starbucks & Virgin America) Twitter now wants to “monetize” or cash-in with new ad platform- Promoted Tweets (Advertisers bids for keywords on a CPM basis) The incredible growing Twitterbird (graphic from Aravind Ajith , aka The Design Superhero)
- 10. Firms Do a Re-Org… Re-organization of companies, continuing integration of Sales & Marketing. Reshuffling & renaming departments internally continues. “ Flattened” levels of large companies & their functions are outsourced abroad or subcontracted to specialist providers, like CRM solutions, Social Media specialists, etc. Services like PR and advertising becoming obsolete, replaced by multipurpose web & creative agencies.
- 11. Companies are re-thinking C-suite responsibilities: Microsoft recently named a CCO (Chief Creative Officer) & CSO (Chief Strategy Officer). Kodak created a CLO (Chief Listening Officer) post. Chief Networking Officer ( CNO ) & Chief Branding Officers are other new C-level roles, sitting at the table with the CMO & CTO , representing marketing & technology.
- 12. Sales Force changes… Sales superstars will be the better listeners, marketing gurus, & empowered to negotiate the best client-specific deals. Graphic credit: Ricardo Gimenes
- 13. Sales Force changes… Sales forces increasingly demand prequalified leads Sales reps now required to do more ongoing relationship maintenance Sales has better resources at its disposal, like trigger alerts, campaign management tools, dashboards, 3 rd party info aggregators & intelligence tools:
- 14. Marketing is a-changing… Less $ spent on print collateral; more spent on segmented email campaigns. Marketing function now required to deliver solid tracking results, such as length of customer engagement over time. Emergence of new analytics to help, e.g., IBM’s new Social Media Analytics Tool , which can analyze everything from product names and industry jargon to slang and emoticons.
- 15. Marketing is a-changing… Marketing has a need for turn-on-a-dime immediacy: Twitter fuels a social “insatiability complex” Consumers have a collective attention-deficit disorder Companies keep an “ear to the ground” & expected to respond in real time
- 16. Marketing is a-changing… Paid placement will be more targeted and entertaining. “ Remarketing” allows advertisers to target users already engaged with brands through prior website visits.
- 17. Website content changing, too… Websites content changes will need to be more frequent, as visitors seek the novel, yet designers will need to keep positioning of key features constant. Another bonus for frequent updates: Google started incorporating real-time listings in its SERPs (Search Engine Results Pages).
- 18. More website changes on horizon… Video becoming more prevalent & replacing Flash on mid-budget sites, as: Flash is more difficult & costly to create, whereas, Video is available to all, & Video can be crawled by search engine spiders for key words, unlike Flash.
- 19. New Entrepreneurs & Social Medial Stars IT Stars emerging, who possess high E.Q.’s (emotional intelligence) & presentation skills Case in point: http://www.slideshare.net/razorfishmarketing/anything-but-typical-learning-to-love-javascript-prototypes Getting people to share is the new economy, calling for new ethics, etiquette, and tweet “karma.”
- 20. ann h. shea write me at: [email_address] follow me on twitter at: http://twitter.com/AnnieintheSun
Editor's Notes
- #2: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #3: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #4: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #6: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #7: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #8: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #9: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #10: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #11: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #12: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #13: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #14: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #15: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #16: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #17: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #18: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #19: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
- #20: 05/18/10 06:24 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.