The new rules of marketing & how you can use them to your advantage.

1. @PamDidner
The New Rules of Marketing &
How You Can Use Them to Your
Advantage
@Pam Didner
Author of Global Content Marketing

2. @PamDidner
The Marketing World
Is Changing Fast

3. @PamDidner
Endless marketing
channels

4. @PamDidner
If the rate of change on the outside
exceeds the rate of change on the
inside, the end is near.

5. @PamDidner
It’s time to do something different
about marketing

6. @PamDidner

7. @PamDidner

8. @PamDidner
Source: Innovation Flow, Shankar

9. @PamDidner
Rule 1: Consumers are spoiled

10. @PamDidner
Spoil them and
us Rotten

11. @PamDidner
For all industries

12. @PamDidner
Fast

13. @PamDidner
Great. Free.

14. @PamDidner
Easy.

15. @PamDidner
What are you
doing to spoil
your customers?

16. @PamDidner
Really Understand
their needs and
reduce frictions

17. @PamDidner
Spoil them with a purpose

18. @PamDidner
Free and unique
content
A la carte
pricing model
Expand
adjacent skills
Grow their
businesses

19. @PamDidner
It’s about them

20. @PamDidner
Rule 2: They’re not that into you

21. @PamDidner
Want Need

22. @PamDidner
Once your needs
and wants are
met, you go on
with your life.

23. @PamDidner
Make it quick & easy

24. @PamDidner
Evernote learning
• Iconography and color is
paramount
• The shorter an interaction, the
better
• Context is king
• Expect to rapidly iterate
• Some capabilities are better left
for other form factors

25. @PamDidner
What are you
doing to facilitate
your customers’
needs?

26. @PamDidner
Easy to find info.
Help them connect
Talk to them
Partner
Marketing

27. @PamDidner
Spoil them by
being helpful

28. @PamDidner
They still are just
not that into
YOU

29. @PamDidner
Rule 3:
Good design is good business

30. @PamDidner
Marketing has been about
communication, promotion
and sales enablement

31. @PamDidner
Envision how best to display your
products/content on mobile
app and website

32. @PamDidner
Typing vs.
Touching

33. @PamDidner
Design becomes a
central element of
marketing

34. @PamDidner
Who owns design?

35. @PamDidner
It’s not about
colors, logos…

36. @PamDidner
Design = the overall
experience you create
on-line and off-line

37. @PamDidner
Quality of Content
Display of Content
Copy Writing
User
Interface/Design
layout

38. @PamDidner

39. @PamDidner
Rule 4:
Data and Analytics are your BFF

40. @PamDidner
In the near future,
everything will be
connected

41. @PamDidner
An abundance of
data is generated

42. @PamDidner
If your data is
connected and
integrated…

43. @PamDidner
• Optimize customer experience
• Personalization
• Predictive analytics
Source: http://hadapt.com/use-cases/threat-detection-and-analysis/

44. @PamDidner
Southwest Airlines (Before)
Experience Optimization

45. @PamDidner
Southwest Airlines (Now)

46. @PamDidner
Personalization 1.0
Customized e-mail
Customized website
access
Customized content
for lead nurturing

47. @PamDidner
Personalization 2.0
Makes us more efficient
Device-based
Timing-based
Location-based

48. @PamDidner
Predictive Analytics

49. @PamDidner
Is your data
integrated?

50. @PamDidner
Use insights to optimize and refine
design and customer experiences

51. @PamDidner
Rule 5:
Tell a Story

52. @PamDidner
We all love well-told and
well-written stories…

53. @PamDidner
If narratives go static,
stories die. Because life
is never static…

54. @PamDidner
Does the way you
approach your
customers become
static ?

55. @PamDidner
Stories have characters.
Your products and
services are not
characters

56. @PamDidner
Present: seek
customers’ needs
Past: History
Future: what will
you do for them?

57. @PamDidner
In summary…

58. @PamDidner
• They are spoiled
• They are not that into you
• Good design is good business
• Data and analytics is your BFF
• Tell a story

59. @PamDidner
IT’s time to do
something different!

60. @PamDidner
We can’t do it all…

61. @PamDidner
Prioritize you must

62. @PamDidner