2. EFFECTIVE MARKETING IN THE DIGITAL AGE
PRESENTER
Cleveland Spears, III
• President & CEO of
Spears Group
• BS in Marketing,
12 Years experience
• Agency Executive of the Year 2015
(American Advertising Federation – New Orleans chapter)
3. EFFECTIVE MARKETING IN THE DIGITAL AGE
AGENDA
• Evolution of Marketing
& Advertising
• What is Digital Storytelling
& Content Marketing
• Tips for Good Digital
Storytelling
• Recap
• Q&A
7. EFFECTIVE MARKETING IN THE DIGITAL AGE
THE POWER OF STORIES
• Everyone loves stories
• Preserve history and culture
• Used to Inspire
• Powerful way to connect with
others
• Glimpse into a person or
company’s personality
• Clarify Emotion
• Provide context
• Bring joy, sadness, happiness and
evoke all types of emotions
8. EFFECTIVE MARKETING IN THE DIGITAL AGE
It broadens our horizons. It creates change. When we talk, it brings
people together, makes us laugh and creates joy. When people talk, it
overcomes obstacles and takes us beyond our wildest dreams. So start a
conversation today, the possibilities are endless. When people talk, great
things happen.
9. EFFECTIVE MARKETING IN THE DIGITAL AGE
• Some brands have been
doing this for over 100 Years
• Early Adopters
• Brands that have done this
well have excelled
• Viewed as
aspirational brands
• Great luxury and not
essential for marketing
& brand success
17. EFFECTIVE MARKETING IN THE DIGITAL AGE
One of the most effective and efficient ways
of marketing today
• Very practical for
entrepreneurs
• No significant cash
investment
• If done well it can
level the playing field
between big brands
and start-ups
18. EFFECTIVE MARKETING IN THE DIGITAL AGE
Content & Storytelling is no longer just for
luxury brands…
22. EFFECTIVE MARKETING IN THE DIGITAL AGE
UNDISPUTED KING OF CONTENT
• Photos
• News
• Quizzes
• Pop Culture
• Video
• Lists
• Community of
Buzz Feeders
30. EFFECTIVE MARKETING IN THE DIGITAL AGE
9 Year old Evan starting creating
video toy reviews and loading them to
YouTube. In his first year he received
over a Billion views and earned over
$1.3million in affiliate revenue.
31. EFFECTIVE MARKETING IN THE DIGITAL AGE
Entrepreneur on Fire provides coaching
and professional development training
to entrepreneurs. They have built their
business around Podcast of information
that is very meaningful and beneficial to
entrepreneurs and now millions tune in.
PODCAST
33. EFFECTIVE MARKETING IN THE DIGITAL AGE
IT SHOULD BE FUN
• Your content program should be
fun for the business creating it
• For the person consuming the
content
• If you feel bored and having
problems developing content,
rethink the content you’re creating.
34. EFFECTIVE MARKETING IN THE DIGITAL AGE
ENGAGE THE CONSUMER
• Invite the consumer to be a part of
telling and curating the story
• Invite and incentivize them to share
their stories
• Reward them once they do
35. EFFECTIVE MARKETING IN THE DIGITAL AGE
PLAN IT
• Develop a content plan that align with
business goals
• Determine which platforms are the most
appropriate for your content & audience
• Develop content calendars that align
stories with triggering events that will
have the greatest emotional impact and/
or impact to business goals
36. EFFECTIVE MARKETING IN THE DIGITAL AGE
TELL A STORY
• Storytelling is just that - Stories
• Less facts and figures
• More point-of-view, opinions and
emotion
39. EFFECTIVE MARKETING IN THE DIGITAL AGE
HUMANIZE THE BRAND
• Provide a peak behind the curtain of what goes into the
business, good and bad
• Share challenges and how they were turned into
learning experiences and opportunities
• Entrepreneurs generally are aspirational figures to
most, provide your audience with personalized content
from you
40. EFFECTIVE MARKETING IN THE DIGITAL AGE
ENGAGE THE INFLUENCERS
1. It’s Powerful
2. It’s Social
3. It’s Sexy
4. Everyone is talking about it
5. It’s an Arbitrage
6. It helps your SEO
7. Prices are Rising Faster Than You
Can Say
8. Consumers are Tired of Paid Ads
9. It’s Native Advertising
10. It’s Targetable and Trackable
42. EFFECTIVE MARKETING IN THE DIGITAL AGE
IMAGES
• A picture is worth a thousand
words
• Make use of powerful images to
tell your story
• Allow the viewer to look at the
image and create their
own narrative
43. EFFECTIVE MARKETING IN THE DIGITAL AGE
VIDEO
• Single most powerful type of online content
• By 2017, online video will account for 70% of
all internet traffic
• 65% of people say they have visited a
company’s website after viewing a video from
them
• YouTube receives 1 BILLION unique visitors
per month; Axxon research found that seven
in 10 people view brands more favorably after
watching video content from the brand
44. EFFECTIVE MARKETING IN THE DIGITAL AGE
CONTENT HUB
• Content is shared across various social
channels
• Centralize it on a content hub to extend the
life cycle and searchability of it
• Expand digital footprint
47. EFFECTIVE MARKETING IN THE DIGITAL AGE
INFOGRAPHIC
If a picture is worth a thousand words,
a well-designed infographic is worth
TEN THOUSAND!
48. EFFECTIVE MARKETING IN THE DIGITAL AGE
CREATED, CURATED & SYNDICATED
• All Content does not have to be original
• Create
• Curate- find relevant content to your audience and
re-share adding applicability to them and your message
• Syndicated- Find relevant content and share 100% in
it’s original format.
49. EFFECTIVE MARKETING IN THE DIGITAL AGE
INVEST
Great content requires investment
of time and human capital.