This document summarizes a presentation by Julian Mills on emerging marketing trends. Some of the key points from the presentation include: 1. Mills discussed the importance of understanding and using social media as part of an integrated marketing strategy. 2. He emphasized that activities like newsletters, websites, blogs, and social media should be coordinated to maintain relationships with customers at different stages. 3. One of the main takeaways was to understand how customers perceive your business and ensure your activities are solving their problems.

1. Emerging Marketing Trends
Julian Mills, Prescient Digital Media

2. Who is this guy?
• Work with clients to plan, deliver & measure
successful intranet and Internet sites
• Experience with a number of organizations
2

3. Who is this guy?
“Too many printers
have failed to
communicate the
following important
information about our
business:…
transferring data
from a raw state onto
a piece of paper is a
knowledge-driven,
high-tech process.”

4. Session Take-aways
1. Know what you are authentically good at doing
2. Perception = permission
3. Understand and use social media
4. Integrate your activities
5. Act on the good ideas
4 Converging Marketing Trends 22.09.10

5. Perception?

6. Change your unit of business*
• From pure product to product-service mix
• Money being wasted on printed materials that were
displayed badly or not at all.
• Stopped selling individual print jobs.
• Began to print promotional material and manage
installation of materials onsite.
*Harvard Business Review, March, 2005

7. Customer value/permission
• Madden focused on a few companies willing to
pay for the enhanced service.
Harvard Business Review, March, 2005

8. Business results
• “Madden’s revenues grew from $10 million in
1990 to $133 million in 2004, in an industry
thought by many to be hopelessly mature.”
Harvard Business Review, March, 2005

9. Core competencies

10. Permission
• Conventional printing companies couldn’t
respond
• Lacked capacity to connect with customers at a
senior level.
Harvard Business Review, March, 2005

11. Solutions have no inherent value
• “Solutions only derive value from the problems
they solve and/or the results they produce.
Understanding this guides everything else we do
with clients.”
Mahan Khalsa, Let’s Get Real

12. Web 2.0 (thanks to Shel Holtz)‫‏‬
Conversation-enabled publishing platforms
• Blogs, podcasts, Technorati
Social networks
• Facebook, LinkedIn, MySpace
Social bookmarking
• Delic.io.us, Digg, StumbleUpon
Democratized content networks
• Wikipedia, Yahoo! Groups, MyStarbucksIdea
Presence networks (micro-blogging)‫‏‬
• Twitter, YouAre
Content sharing sites
• YouTube, Flickr, ePinions.com
Virtual networking platforms
• Second Life, There.com

13. Social media’s impact
75% of Americans use social technology (Forrester)
66% of the global intranet population visits social networks (Nielsen)
1,382% monthly growth rate of Twitter users from Jan. to Feb. 2009
5 billion minutes spent on Facebook every day
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14. Traffic Growth
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15. Who is using social media?
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16. Social Media in Action
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17. Social Media in Action
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18. Social Media in Action
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19. Social Media in Action
© 2009
Prescient

20. Integrate your activities
Awareness/Lead Needs Analysis Maintain Relationship
• Newsletter • Blog • Website
• Webinars • Website (validation) • Webinar
• Events • Newsletter
• Blog • Blog
• Website (downloads) • LinkedIn
• Blog
• Facebook
• LinkedIn
• Twitter
• YouTube
• SlideShare
• Public Relations

21. Integrated Marketing
• Print
• Database-driven
• Individually
targeted
• Online
• Social Media
21 Converging Marketing Trends 22.09.10

22. Key messages
• Understand and use social media yourself!

23. Session Take-aways
1. Know what you are authentically good at doing
• Bring your team together and ask them
2. Perception = permission
• Ask the most senior contact at your 10 largest
customers how they perceive you and what
problems you solve
3. Understand and use social media
4. Integrate your activities
5. Act on the good ideas
• Assign an individual and a deadline for getting them
done
23 Converging Marketing Trends 22.09.10

24. Julian Mills, Prescient Digital Media
jmills@prescientdigital.com
www.PrescientDigital.com
http://getstrategic.blogware.com
www.Twitter.com/millsj007
Strictly Confidential © 2010 Prescient Digital Media Not For Distribution