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Effective Marketing in the Digital Age
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)
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
EFFECTIVE MARKETING IN THE DIGITAL AGE
ELEMENTS OF MARKETING & ADVERTISING
EFFECTIVE MARKETING IN THE DIGITAL AGE
PRESENTED BY
EFFECTIVE MARKETING IN THE DIGITAL AGE
DIGITAL STORYTELLING
&
CONTENT MARKETING
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
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.
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
EFFECTIVE MARKETING IN THE DIGITAL AGE
SOCIETY EVOLVED
EFFECTIVE MARKETING IN THE DIGITAL AGE
EFFECTIVE MARKETING IN THE DIGITAL AGE
AD BLOCKING
AdBlock
EFFECTIVE MARKETING IN THE DIGITAL AGE
As a result they want
control over other aspects
of their life and how they
receive information
EFFECTIVE MARKETING IN THE DIGITAL AGE
HOW DO
BRANDS CONNECT
&
SHARE THEIR
MESSAGE
EFFECTIVE MARKETING IN THE DIGITAL AGE
EFFECTIVE MARKETING IN THE DIGITAL AGE
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
EFFECTIVE MARKETING IN THE DIGITAL AGE
Content & Storytelling is no longer just for
luxury brands…
EFFECTIVE MARKETING IN THE DIGITAL AGE
Brands that do it well excel and thrive
EFFECTIVE MARKETING IN THE DIGITAL AGE
GREAT CONTENT MARKETERS
EFFECTIVE MARKETING IN THE DIGITAL AGE
GREAT DIGITAL STORYTELLERS
EFFECTIVE MARKETING IN THE DIGITAL AGE
UNDISPUTED KING OF CONTENT
•	 Photos
•	 News
•	 Quizzes
•	 Pop Culture
•	 Video
•	 Lists
•	 Community of
Buzz Feeders
Effective Marketing in the Digital Age
Effective Marketing in the Digital Age
Effective Marketing in the Digital Age
Effective Marketing in the Digital Age
19,048
Effective Marketing in the Digital Age
Effective Marketing in the Digital Age
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.
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
EFFECTIVE MARKETING IN THE DIGITAL AGE
TIPS ON CONTENT MARKETING
&
STORYTELLING
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.
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
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
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
EFFECTIVE MARKETING IN THE DIGITAL AGE
BUILD
A
CONTENT BRAND
EFFECTIVE MARKETING IN THE DIGITAL AGE
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
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
EFFECTIVE MARKETING IN THE DIGITAL AGE
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
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
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
EFFECTIVE MARKETING IN THE DIGITAL AGE
EFFECTIVE MARKETING IN THE DIGITAL AGE
EFFECTIVE MARKETING IN THE DIGITAL AGE
INFOGRAPHIC
If a picture is worth a thousand words,
a well-designed infographic is worth
TEN THOUSAND!
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.
EFFECTIVE MARKETING IN THE DIGITAL AGE
INVEST
Great content requires investment
of time and human capital.
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
Content is
King
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
It should
be Fun
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
The more
the better
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
Plan it
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
Personalize it
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
Invite the
consumer to
be part of the
story
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
Influencer
marketing is
IN
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
The only thing
better than
influencer
marketing is
VIDEO
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
Images are
great too
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
Consumers
love
infographics
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
Centralize
stories/
content on
consumer
hub
EFFECTIVE MARKETING IN THE DIGITAL AGE
RECAP
Great digital
storytelling
and content
marketing
require
INVESTMENT
EFFECTIVE MARKETING IN THE DIGITAL AGE
Q&A
EFFECTIVE MARKETING IN THE DIGITAL AGE
THANK
YOU

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Effective Marketing in the Digital Age

  • 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
  • 4. EFFECTIVE MARKETING IN THE DIGITAL AGE ELEMENTS OF MARKETING & ADVERTISING
  • 5. EFFECTIVE MARKETING IN THE DIGITAL AGE PRESENTED BY
  • 6. EFFECTIVE MARKETING IN THE DIGITAL AGE DIGITAL STORYTELLING & CONTENT MARKETING
  • 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
  • 10. EFFECTIVE MARKETING IN THE DIGITAL AGE SOCIETY EVOLVED
  • 11. EFFECTIVE MARKETING IN THE DIGITAL AGE
  • 12. EFFECTIVE MARKETING IN THE DIGITAL AGE AD BLOCKING AdBlock
  • 13. EFFECTIVE MARKETING IN THE DIGITAL AGE As a result they want control over other aspects of their life and how they receive information
  • 14. EFFECTIVE MARKETING IN THE DIGITAL AGE HOW DO BRANDS CONNECT & SHARE THEIR MESSAGE
  • 15. EFFECTIVE MARKETING IN THE DIGITAL AGE
  • 16. EFFECTIVE MARKETING IN THE DIGITAL AGE
  • 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…
  • 19. EFFECTIVE MARKETING IN THE DIGITAL AGE Brands that do it well excel and thrive
  • 20. EFFECTIVE MARKETING IN THE DIGITAL AGE GREAT CONTENT MARKETERS
  • 21. EFFECTIVE MARKETING IN THE DIGITAL AGE GREAT DIGITAL STORYTELLERS
  • 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
  • 32. EFFECTIVE MARKETING IN THE DIGITAL AGE TIPS ON CONTENT MARKETING & STORYTELLING
  • 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
  • 37. EFFECTIVE MARKETING IN THE DIGITAL AGE BUILD A CONTENT BRAND
  • 38. EFFECTIVE MARKETING IN THE DIGITAL AGE
  • 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
  • 41. EFFECTIVE MARKETING IN THE DIGITAL AGE
  • 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
  • 45. EFFECTIVE MARKETING IN THE DIGITAL AGE
  • 46. EFFECTIVE MARKETING IN THE DIGITAL AGE
  • 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.
  • 50. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP Content is King
  • 51. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP It should be Fun
  • 52. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP The more the better
  • 53. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP Plan it
  • 54. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP Personalize it
  • 55. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP Invite the consumer to be part of the story
  • 56. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP Influencer marketing is IN
  • 57. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP The only thing better than influencer marketing is VIDEO
  • 58. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP Images are great too
  • 59. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP Consumers love infographics
  • 60. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP Centralize stories/ content on consumer hub
  • 61. EFFECTIVE MARKETING IN THE DIGITAL AGE RECAP Great digital storytelling and content marketing require INVESTMENT
  • 62. EFFECTIVE MARKETING IN THE DIGITAL AGE Q&A
  • 63. EFFECTIVE MARKETING IN THE DIGITAL AGE THANK YOU