To say that the Internet forever changed marketing is an understatement. Nowadays, it's not about how much $$$ you spend on ads – it's about how well you understand what humans want. People buy from people they like, and people like businesses who help and don't sell. This presentation explore unconventional digital marketing strategies, a little growth hacking, and a touch of psychology.

1. Presented by Quinn Whissen
A New Paradigm for Marketing
nkah c i g

2. @QuinnCW
bit.ly/humanhack
Marketing Manager for
Vertical Measures
Content Marketer
Graphic Designer
Co-Founder of
This Could Be PHX
Community Activist
Entrepreneur at Heart

3. @QuinnCW #DSP15

4. @QuinnCW #DSP15
“…anything that solves an everyday problem in
an inspired, ingenious manner”
nkah c i g

5. @QuinnCW #DSP15
“[Growth hackers] are a hybrid of marketer and coder, one who looks at the
traditional question of 'How do I get customers for my product?' and answers with
A/B tests, landing pages, viral factor, email deliverability, and Open Graph.
-Andrew Chen
nkah c i g

6. engineering
focus on product
prioritization
exploration
platforms
free tools

7. @QuinnCW #DSP15
did we get here
and are we
going?

8. @QuinnCW #DSP15
(1860’s – 1920’s)
Mass production increased
availability of consumer
goods, aim to lower costs
Production Era
(1940’s-60’s)
The age of the “Mad Men”
marketing department
with clever taglines, the
four P’s – product became
the thing, aspirational
marketing
Marketing
Department Era
(Way Back – 1850’s)
Limited supply, sold
surplus of what we created
Trade Era
(1920’s-1940)
Dale Carnegie – Sales! Influence!
Era of traveling salesmen who
focused on price due to product
commoditization
Sales Era
(1960’s-90’s)
All about the brand, integrated
marketing, globalization,
customer-focused
Marketing
Company Era
(1997-2014)
CRM, “right message, right
person, right time,”
Customized messaging to
specific people, Internet!
Social Media!
Relationship Era

9. @QuinnCW #DSP15
(2015 – Onward)
Integrated campaigns
Immersive experiences
Non-interruptive strategies
Un-siloed marketing departments
Personalized, long-term relationships
“Marketing first” – Seth Godin
Authenticity – No BS
Truth, Honesty, Reality
More reliance on peer recommendations, less on messaging
Collaboration Era
Experiences Era
Engagement Era

10. @QuinnCW #DSP15
“Now, relationships
are created with
not
people.”
-Jay Baer

11. @QuinnCW #DSP15
93% of all
consumers use
search prior to
making a purchase
93%
86% of searchers
conduct non-
branded queries
86%
90%+ of buyers click
on organic links vs.
the sponsored ads
90%

12. @QuinnCW #DSP15
46%
26%
28%
Inspire Me
Educate Me
Answer Me
About.com Study

13. @QuinnCW #DSP15
nkah c i g

14. @QuinnCW #DSP15

15. @QuinnCW #DSP15
nkah c i g

16. @QuinnCW #DSP15
Ingenious methods of reaching people online to provide them with what
they want, in a way they want it, when they want it, in order to create a
long term, collaborative, and profitable relationship
nkah c i g

17. @QuinnCW #DSP15
Content marketing
is the art of
providing relevant,
useful content to
your customers
without selling or
interrupting them.
Instead of pitching
your products or
services, you are
delivering
information that
makes your
customers more
informed before
they buy.
If you deliver
consistent,
ongoing valuable
information to
your customers,
they ultimately
reward you
with their business
and loyalty.

18. Humans are searching for
that helps
them make an
informed decision.

19. Organizations that provide
that information -

20. @QuinnCW #DSP15
This is a 30
day ROI.

22. @QuinnCW #DSP15

23. @QuinnCW #DSP15
There is nothing to do there.
Downtown is not cool.
Scottsdale/Tempe
/xyz are so much
better.Nothing is open except during work hours.
There is no parking.
Downtown is not a safe
place to be.
It is a ghost town.

29. ThisCouldBePHX.com

32. @QuinnCW #DSP15
What questions
do you get asked

33. Conversion Optimization
A/B Testing Personalization
SEO Audits
Backlink Analysis
Content Audits
Calls-to-Action
Repurposing
Automation
Personas

34. @QuinnCW #DSP15
Every moment is a
.

35. @QuinnCW #DSP15
It takes courage
to give away
something of
value without the
expectation of
immediate return
It takes courage
to trust that your
customers and
prospective
customers will
reward you with
attention and sales
and loyalty at
some point in the
future
It takes courage
to play the long
game, not the short
game

36. @QuinnCW #DSP15
When people visit our
website or engage with
us online, do we help
solve their problems
in the world?

37. @QuinnCW #DSP15
The companies that truly
understand these principles
are the ones doing

38. @QuinnCW #DSP15
“Waiting for perfect
is never as smart as
-Seth Godin

39. Tweet: NEW Content Marketing book is
FREE at http://vert.ms/cmworks #DSP15
vert.ms/cmworks