bizpower inbound outbound_4
TRANSCRIPT
Business-‐ul viitorului va creste cu inbound marke4ng
Outbound marke4ng vs Inbound marke4ng Workshop, BizPower 2014 -‐ Chisinau, R. Moldova
May 1, 2014 EMANUEL GRIGORCEA © 2014
Business-‐ul viitorului va creste cu inbound marke4ng?
Outbound marke4ng & Inbound marke4ng
May 1, 2014 EMANUEL GRIGORCEA © 2014
Cine sunt eu
Emanuel Grigorcea • Vezi profilul pe LinkedIN (IDS) • Vezi ce scriu pe www.fireverzi.ro
!Toate afirma4ile din acest material reprezenta un punct de vedere personal
May 1, 2014 EMANUEL GRIGORCEA © 2014
-‐
2013 2008 2000 1995
1992
May 1, 2014 EMANUEL GRIGORCEA © 2014
Despre ce vorbim/ Ce aflam
• Modern si post-‐modern in marke4ng • Metode care definesc cele doua abordari
perspec4va -‐ Mass-‐market, niche market
May 1, 2014 EMANUEL GRIGORCEA © 2014
Cum aplicam
Exemple
May 1, 2014 EMANUEL GRIGORCEA © 2014
May 1, 2014 EMANUEL GRIGORCEA © 2014
Outbound Marke4ng
(OUTBOUND=INTERRUPTION MARKETING) Intrerupe o ac4une pentru a pune in
evidenta mesajul.
Comunicarea este mono-‐direc4onala.
May 1, 2014 EMANUEL GRIGORCEA © 2014
Inbound marke4ng
Comunicarea este bi-‐direc4onala. Cas4ga aten4a in mod organic, nu intrerupe ac4unile sau ac4vita4le obisnuite ale unei audiente. Gaseste audienta ta (persoana, companie) pe web in mod natural.
May 1, 2014 EMANUEL GRIGORCEA © 2014
May 1, 2014 EMANUEL GRIGORCEA © 2014
Media s-‐a transformat
May 1, 2014 EMANUEL GRIGORCEA © 2014
Metode ‘clasice’, deja
OUTBOUND
• TV, Radio • OOH/ Billboards • S-‐M Adver4sing • Public Rela4ons • Targuri si Expozi4i
INBOUND • Websites/LP • Mobile&Web apps • Content Marke4ng • Community Building • Blogging • Viral Marke4ng • Events sponshorship
May 1, 2014 EMANUEL GRIGORCEA © 2014
Metode ’sub4le’
OUTBOUND • Pop-‐Ups, Contextual Ads, Banners, Display Ads
• Outbound Sales Calls • Inters44al pages • Video Ads (YouTube)
INBOUND • Thought Leadership • Influencer Outreach • Authoring Books • Public Speaking • Earned Social Media
May 1, 2014 EMANUEL GRIGORCEA © 2014
Metode ’tehnice’
OUTBOUND • Search Spam • Paid/Rented Email
List • Forums, Comments • Paid apps review
INBOUND • SEO and PPC • Opt-‐In Email List • Organic App Store Visibility • Video Content
May 1, 2014 EMANUEL GRIGORCEA © 2014
Media se transforma, in con4nuare
May 1, 2014 EMANUEL GRIGORCEA © 2014
May 1, 2014 EMANUEL GRIGORCEA © 2014
Inbound marke4ng
Esen4al – cercetarea de piata si intelegerea comportamentului consumatorului/clientului.
Inbound marke4ngul func4oneaza foarte bine pentru B2B si pentru IT&C
May 1, 2014 EMANUEL GRIGORCEA © 2014
Metodologie
May 1, 2014 EMANUEL GRIGORCEA © 2014
source -‐ hjp://www.hubspot.com
May 1, 2014 EMANUEL GRIGORCEA © 2014
In loc sa prezentam clien4lor tot felul de ‘tenta4i’
May 1, 2014 EMANUEL GRIGORCEA © 2013
… ii invitam in ‘bucataria noastra’ ca sa aflam ce le-‐ar placea sa ‘manance’.
intrebari?
May 1, 2014 EMANUEL GRIGORCEA © 2014
Cum folosim
Exemple www.iceefest.com/academy/presenta4ons/ www.hubspot.com Timisoreana www.slideshare.net/ICEEFEST2013/4misoreana-‐make-‐it-‐funky-‐make-‐it-‐fun-‐by-‐marius-‐deak-‐all-‐things-‐facebook Samsung www.slideshare.net/ICEEFEST2013/samsung-‐case-‐study-‐by-‐lauren4u-‐dumitrescu-‐all-‐things-‐facebook May 1, 2014 EMANUEL GRIGORCEA © 2014
? inbound sau outbound
May 1, 2014 EMANUEL GRIGORCEA © 2014
Outbound&Inbound Marke4ng
May 1, 2014 EMANUEL GRIGORCEA © 2014
Outbound & Inbound Marke4ng
Un exemplu www.youtube.com/watch?v=Go9rf9GmYpM
May 1, 2014 EMANUEL GRIGORCEA © 2014
‘Marke4ngul’ este unul singur: Segmentare-‐Pozi4onare-‐Promovare.
Fiecare companie face marke4ng, difera doar nivelul la care il face cat si bugetul cu care il face.
May 1, 2014 EMANUEL GRIGORCEA © 2014
MULTUMESC!
Dar voi ce crede4?
May 1, 2014 EMANUEL GRIGORCEA © 2014
-‐
Emanuel Grigorcea [email protected]
• Vezi profilul pe LinkedIN • Vezi ce scriu pe www.fireverzi.ro May 1, 2014 EMANUEL GRIGORCEA © 2014