2. trans·for·ma·tion
-noun"
"
A change or alteration, "
especially a radical one."
2! SOURCE: WORLD ENGLISH DICTIONARY!
3. “ …the Internet has turned what used
to be a controlled, one-way
message into "
a real-time dialogue
with millions. !
DANIELLE SACKS!
THE FUTURE OF ADVERTISING!
FAST COMPANY, NOVEMBER 17, 2010!
3!
4. 79% "
of adult Americans use the Internet.
4!
4! SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
5. 78% "
of Internet users conduct product research online.
5! SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
6. 10.3 Billion! searches are conducted "
every month on Google.!
6! SOURCE: COMSCORE, AUGUST 2010
7. The average US Internet user"
2,750!
views"
web pages per month.
7! SOURCE: THE NIELSEN COMPANY, JANUARY 2011
8. 1/3
of US consumers spend "
three or more hours !
online every day.!
8! SOURCE: THE MEDIA AUDIT, OCTOBER 2010
9. 24% "
of adults have posted comments "
or reviews online about the things
they buy.!
9! SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
10. Your customers are relying more & more on
social. 9 out of 10!
9 out of 10 Internet users visited "
a social networking site each month in 2010.!
10! SOURCE: COMSCORE, FEBRUARY 2011
11. 1 out of every 8 "
minutes online "
is spent on Facebook.!
11! SOURCE: COMSCORE, FEBRUARY 2011
12. Twitter’s active !
user base generates!
90 Million
tweets per day.!
12! SOURCE: RJMETRICS, JANUARY 2010
13. More than half "
of all Internet users "
read blogs at least monthly.!
13! SOURCE: EMARKETER, AUGUST 2010
14. US Internet users spend "
3x more minutes on blogs "
& social networks "
than on email.!
= 1 MINUTE
SOCIAL NETWORKS/BLOGS ONLINE ! EMAIL PORTALS VIDEOS/MOVIES
GAMES
14! SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
15. 40% "
of Facebook’s "
user base is "
age 35+.!
15! SOURCE: ISTRATEGY LABS, JANUARY 2010
16. 64% "
of Facebook "
users have "
become “fans” "
of at least "
one company.!
16! SOURCE: EXACTTARGET, 2011
17. Web-based email usage "
is on!
the dec
line. 28%!
22%!
AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54
-1%! AGE 55-64 AGE 65+
-8%!
-12%!
-18%!
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
-59%!
17! SOURCE: COMSCORE, DECEMBER 2010
18. “ Search engines, blogging & other
Internet trends have
fundamentally transformed "
the way people & businesses
purchase products, "
but most small businesses still use outdated "
& inefficient marketing methods—like print
advertising, telemarketing & trade shows"
—that people increasingly find intrusive "
& screen out."!
BRIAN HALLIGAN!
CO-FOUNDER & CEO!
HUBSPOT!
18!
19. 70 %"
of t
rch users " aid.!
he links sea anic—not p
click on are org
19! SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
20. 78% !
of business people "
use their mobile device "
to check email.!
20!
20! SOURCE: AT&T, MARCH 2011
21. 40%!
of US smartphone owners compare prices "
on their mobile device while in-store, "
shopping for an item.!
21! SOURCE: COMSCORE, JANUARY 2011
22. 1 in 5!
US adult mobile phone owners "
have used their device!
to make a purchase "
in the past month.!
22! SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
23. 40% !
of US households have a DVR.!
23! SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010
24. 200 Million!
Americans have registered on the Federal Trade Commission’s "
“Do Not Call” list.!
24! SOURCE: FTC, JULY 2010
25. 46%.!
The decline in spending "
on tech trade shows in 2009.!
25! SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009
26. 91%!
of email users have "
unsubscribed "
from a company email "
they previously opted-in to.!
26! SOURCE: EXACTTARGET, , 2011
27. 84%!
of 25-34 year-olds have left "
a favorite website because of "
intrusive or irrelevant advertising.!
27! SOURCE: HOWTO.TV, APRIL 2008
28. “ Audiences everywhere are tough.
They don’t have time to be bored
or brow beaten by orthodox, "
old-fashioned advertising.
We need to stop interrupting
what people are interested in &"
be what people "
are interested in.” !
CRAIG DAVIS!
CHIEF CREATIVE OFFICER, WORLDWIDE!
J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)!
28!
29. new
–adjective"
"
Markedly different from what
was before; changed,
especially for the better."
29! SOURCE: WORLD ENGLISH DICTIONARY!
31. This " OUTBOUND!
is "
your "
new "
marketing "
mix.!
INBOUND!
31!
32. Be helpful.!
Helpful is the new viral.!
ask yourself how you can be of service to
Helpful! your current and potential customers. What
problems can you solve? What questions
Relevant! can you answer? What knowledge can you
share?
Remarkable!
Read more: http://blog.hubspot.com/blog/
Frequent! tabid/6307/bid/10291/Helpful-is-the-New-
Viral.aspx#ixzz1GsSghdGN
32!
32!
33. Generous !
is the !
new !
cautious !
& controlled.!
33!
39. “ If you don’t like change, "
you’re going to like "
irrelevancy even less.”!
GENERAL ERIC SHINSEKII, 2003!
39!
40. in·bound mar·ket·ing"
-noun"
Any marketing tactic that relies "
on earning people’s interest "
instead of buying it; "
a.k.a. the key to marketing "
transformation."
40! SOURCE: WIKIPEDIA!
41. Inbound marketing "
in a nutshell.!
1: GET FOUND ONLINE
3: ANALYZE & IMPROVE
2: CONVERT VISITORS & LEADS
41!
42. More than 1/3 of US companies "
use blogs for marketing purposes.!
42! SOURCE: UM, OCTOBER 2010
43. Companies that blog get "
55% more
website visitors.!
43! SOURCE: HUBSPOT, 2010
44. Inbound marketing costs 62% less "
per lead than traditional, outbound marketing.!
AVG COST/LEAD: $373!
AVG COST/LEAD: $143!
OUTBOUND! INBOUND !
44! SOURCE: HUBSPOT, 2011
45. 67% o
f B2C
and 4
have 1% o comp
acqu f B2B c anies
ired ompa "
throu a custo nies!
gh Fa mer
cebo "
ok.!
45! SOURCE: HUBSPOT, 2011
47. 2/3 "
of marketers say
their company blog "
is “critical” or
“important” "
to their business.!
48! SOURCE: HUBSPOT, 2011!
48. The number "
of marketers "
who say !
Facebook "
is “critical” "
or “important”"
to their business "
has increased
83%!
in just two years.!
49! SOURCE: HUBSPOT, 2011!
49. 51% "
of Facebook fans "
are more likely to buy"
the brands they fan.!
50! SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
50. 79% "
of Twitter followers"
are more likely "
to recommend "
the brands they follow.!
51! SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
51. The average budget spent on company blogs "
& social media has nearly doubled in two years.!
2009
$! $!$!$!$!$!$!
$! $!
2011
$! $!$!$!$!$!$! $!$!$!$!$!$!$! !
$! $! $
$!= 1% OF ANNUAL MARKETING BUDGET
52! SOURCE: HUBSPOT, 2011! !
52. “ What we really need is "
a mindset shift that will make us
relevant to today’s consumers, "
a mindset shift from "
‘telling & selling’ "
to building relationships.”!
JIM STENGEL!
FORMER GLOBAL MARKETING OFFICER "
FOR PROCTER & GAMBLE!
53!
53. how·to
–noun"
"
A set of step-by-step instructions
for accomplishing a certain task
or reaching a certain objective."
54! SOURCE: RANDOM HOUSE DICTIONARY!
54. 1 Make "
stuff "
people "
want. !
• EDUCATIONAL EBOOKS!
• HOW-TO VIDEOS!
• ONLINE CALCULATORS!
• PLANNING TOOLS!
• ANSWERS TO COMMON QUESTIONS!
55!
55. • THE MORE YOU
GIVE, THE MORE "
YOU GET!
2 Be !
generous.!
• BUILD TRUST,
CREDIBILITY, "
& GOOD WILL!
• INCREASE # "
OF PAGES"
& INBOUND LINKS!
56!
56. 3 Rock " • HTTP://WWW.HUBSPOT.COM/INTERNET-
MARKETING-TIPS/DETAILED-KEYWORD-
your " TIPS/!
keywords.! • HTTP://WEBSITEGRADER.COM/
57!
57. 4 Give "
great "
directions.!
• RELEVANT LANDING PAGES!
• CLEAR CALLS TO ACTION!
• COMPELLING OFFERS!
58!
58. 5 Invest "
wisely.!
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
59!
59. “ It no longer makes
economic sense to send
an advertising message
to the many, in hopes "
of persuading the few.!
M. LAWRENCE LIGHT"
FORMER CHIEF MARKETING OFFICER!
MCDONALDS!
60!
