Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intro to Online Marketing (Donegal CEB / Ion Online Marketing / LYIT)
1. • Strategy
• Web Design
ONLINE • Measurement
MARKETING • e-commerce
STRATEGY
• Reputation and Social
• Planning
by Niall McKeown
• Case Studies
commodity vs value proposition
Marketing is the art of telling stories
Selling is overcoming objections
2. Strategy
strategy architect vs builder
Strategy Strategy
architect vs builder architect vs builder
3. Getting Attention
Consolidated reporting
Viral Marketing
Offline Campaigns
pushing to online Online Brand Management
Online display advertising Video/YouTube Channels
Blogging
Web Site and
Search Engine Optimisation (SEO) Permission Marketing
Affiliate Marketing
Pay Per Click Advertising (PPC)
Online PR
Webinars
Email Marketing
Mobile Marketing
Social Media Podcasting Paying Attention
THE COST OF RELATIONSHIPS
Website Content Website Design
• Ad in business magazine - !500
Email Marketing Pay Per Click
• Readers - 10,000
Social Media SEO
• Remember Ad = 700
Blogging Display Ads
• Act on call-to-action 2% = 14 people
Affiliate
Online PR Marketing • !35.71 per persons attention
Viral Campaigns Accidental Viral
4. !A written marketing/communications strategy
! Objectives
! Social media engagement policy
! List building strategy
! Resource requirements and role definitions
! Publishing schedule
! Points of integration
! Measurableoutputs;
Audience, Engagement, Loyalty, Influence,
Action
! Published review calendar
Web Design
9. Measuring Your Online
Marketing Success
measurement
Open Rate Click through Unsubscribes Bounce Backs Revenues
0 150 300 450 600
Fathers Day
Back To School
Mid Season Sale
Christmas
10. Generic Search
Hotel Name
Brand Title
e-commerce
Ref & Direct
4%
18%
14%
63%
11. Consumer Consumer
e-commerce
Low Cost High Volume Model
What Counts Time Investment
Cost &
Reputation
Brand &
Attention
Cost &
Appearing
Consumer Consumer