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collateral damage Do Tech Comms and Marketing have to fight when - - PowerPoint PPT Presentation

Nov 01, 2022 152 likes •613 views

collateral damage Do Tech Comms and Marketing have to fight when users get informed? www.flickr.com/photo yell at me here @ RMH40 Roger.Hart@red-gate.com The world is driven by money and we all have a role to play. Gordon Dennis.

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collateral damage

Do Tech Comms and Marketing have to fight when users get informed?

www.flickr.com/photo

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@RMH40

Roger.Hart@red-gate.com

yell at me here

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“The world is driven by money

and we all have a role to play.”

Gordon Dennis. Here, yesterday.

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Bad information is Marketing’s fault problem Good information is Tech Comms’ specialty

Let’s do the maths together

Spoilers:

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www.flickr.com/photos/digitalexistence/191327395

https://www.flickr.com/photos/rmh40/15488225735

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Why is there so much crap on the internet?

this one weird question:

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Ambient information has gone nuts

(it’s scary/awesome)

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“The first casualty

  • f war is truth”

Boake Carter, 1930s Hiram Johnson, 1928 Samuel Johnson, 1758 Aeschylus, c5 BC Sun Tzu, c5 BC

Fuck it. Wikiquote.

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Why is there so much crap on the internet?

again,

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Alberto Brandolini - @ziobrando

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because capitalism

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The purpose of Marketing

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Customer acquisition

Awareness Discovery Validation Purchase

Trigger event Retention, “brand advocacy”, buzzwords

The “funnel”

(it isn’t a funnel)

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Customer acquisition

Awareness Discovery Validation Purchase

Expensive stuff like support

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shiny things

costs

Business is made of:

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The traditional purpose of Tech Comms

shiny things

costs

You are here. Now make this number smaller

  • r you’re fired
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…but this model is bullshit shiny things

costs

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The “Zero Moment of Truth”

Content marketing about content marketing

www.flickr.com/photos/gadl/279433682

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http://www.thinkwithgoogle.com/collections/zero-moment-truth.html

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http://www.thinkwithgoogle.com/collections/zero-moment-truth.html

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Anatomy of ZMOT

iStockphoto

Other people's user experiences All findable information

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What’s in it for Google? What is the purpose of ZMOT?

Or Android, for that matter…

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Or this?

2013 Google & Microsoft paper http://is.gd/nearimpossible

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Jobs To Be Done

www.flickr.com/photos/betsyweber/6276847468

Another framework

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sound familiar?

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Understanding a purchase

http://www.heavywinter.com/2013/11/eager-sellers-stony-buyers-the-four-progress-making-forces/

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it’s basically the funnel

http://www.heavywinter.com/

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It's funnels all the way down

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Inbound marketing

awareness discovery validation purchase

The “champagne saucer”

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Inbound marketing

awareness discovery validation purchase

you are here

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important and formative a mess when it goes wrong but going to happen anyway and fantastic when it works out well

Quick recap - user information is:

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An example: HubSpot

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They sell Inbound Marketing

(it’s another funnel)

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lots of simple how-to

no reference

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Inbound at Red Gate

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massive content tart

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It’s not just us

  • r:

Three cherry-picked graphs

Data from: 2014 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

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Lead intelligence

Documentation use as a purchase signal

yes, I know it’s creepy

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It’s horrible, but maybe we need each other

Maybe it’s grimly inevitable

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You're a revenue centre, take the credit.

And help. Look at us – we need it.

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?

Questions?

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References

  • Kathy Sierra at Business of Software - If you do nothing else, watch this
  • The Zero Moment of Truth
  • The near impossibility of measuring returns to advertising (PDF)
  • The Jobs To Be Done framework website
  • HubSpot on Inbound Marketing
  • B2C Content Marketing, benchmarks, budgets, and trends study, 2014 (PDF)
  • The Innovator’s Dilemma
  • Good Strategy, Bad Strategy
  • The Lean Start-up
  • Every Grain of Rice
  • Mapo Tofu, my inauthentic ad-hoc recipe
  • The Killing Joke
  • Bill Hicks on marketing