Marketing in the Moment - Presented by Rob Garner at SES, SIS, SMX, SXSW, NYU, Pubcon, DFWSEM
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Presentation delivered by digital strategist Rob Garner, covering the elements of digital publishing, brands as publishers, and marketing in a new live environment. Presented at a number of different conferences and venues in 2010-20111, including SMX Toronto, Search Insider Summit Captiva 2010, Search Engine Strategies, WebmasterWorld Pubcon (Dallas and Las Vegas), South by Southwest 2011, and multiple guest lectures at New York University.
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Marketing in the Moment - Presented by Rob Garner at SES, SIS, SMX, SXSW, NYU, Pubcon, DFWSEM
- 6. The new ‘R’ word in search: Recency Recency in Real-Time Search: It's Much Broader Than Just 'Right Now' , Search Insider http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=114558
- 8. Ex. Search for current information, last 30 days – “hotel coupon” Search for “hotel coupon”: Each result yielded a current and valid coupon
- 9. Ex. Search over the last few days “ SXSW” “ SESSF”
- 12. Should SEO’s be concerned about ranking in this little box?
- 14. MARKETING IN THE NOW
- 15. Consider this: Much of what we do “right now” shapes who and what we are for the long-term
- 16. The web is evolving into a real-time, networked, and synaptic environment
- 17. One that is acting more like a digital organism , rather than a set of connected nodes
- 18. Yet many marketers and brands are still resigned to a passive , rather than active and agile approach to marketing
- 19. While they may be connected, they are not fully alive and present
- 20. The current state of this evolution is not so much about “social networks”… … as it is about hitting a tipping point with a society that is networked
- 21. … exclusion from the network is tantamount to digital non-existence
- 23. … through active and passive publishing, there is a profoundly meaningful opportunity to connect
- 25. Networks/Social Externally & socially owned network presence Search Proprietary web site(s) or apps Traditional (Earned & paid media)
- 27. Brands and marketers must now be publishers “ Publishing” is words, thoughts, status, images, feeds, video, applications, conversation, and more
- 28. A brand’s identity must embody the spirit of its audience
- 29. As a brand, you are what is published about you That means both, “what you say about yourself,” and “what other people say about you.”
- 30. It is a marketer’s obligation to listen and act on the data that is provided and available
- 31. Your organization and audience are your primary networks
- 32. This is more than just search, social, or internet strategy. Being present and “in the moment” is about marketing strategy
- 33. THANK YOU Rob Garner Sr. Strategy Director iCrossing.com [email_address] @robgarner 214.676.2089
Notes de l'éditeur
- As a search marketer, ask “how am I relevant,” and “at what level of recency am I relevant”
- Though the writing has been on the wall for a long time, recent developments in search, social, and online marketing strategy now make it imperative for marketers to shift from a passive to an active approach.
- 2-5 year turnaround for a site relaunch, politics that put obstacles in the way of using the web to its full potential, campaign based attitudes toward social media, SEO strategies that only tap into a fraction of 1% of the available keyword space, little or no analytics, etc.
- Your audience has the power to write or communicate they want, when it happens. Brands don’t.
- A word about Manuel Castells. A word about connectedness.
- A word about Manuel Castells. A word about connectedness.
- I’m not referring to someone just searching for recent news about Michael Jackson, or Tiger Woods, but about people searching for *something* at this moment.
- A word about Manuel Castells. A word about connectedness.
- Let’s not exclude our friends in traditional media from the mix, like PR, TV, print, etc. Active, fluid, and in-the-moment strategy is the only way to succeed with this type of reciprocating relationship.
- Whether it is one of the above, or all of the elements, brands must decide which is best suited for their audience, and begin to build and publish on a massive scale.
- Enable your most authentic voices, both internally and externally. Facilitate the conversation. Relinquish the outdated perception that your company fully controls its brand, because it no longer does. Acceptance of this fact is a start. The people that represent and speak for the organization are also the same people you want to reach as an audience
- Brands must get over the idea that they control the brand. They don’t. This is a passive approach. Get it over it, and get started with an active and in-the-moment connected approach that will sustain your brand.
- Google is the exemplary example of a brand that lives by this tenet.