Corporate Marketing Integration: Merging Traditional And Digital Media

Corporate Marketing Integration:Merging Traditional And Digital MediaPart 2 February 2 2012

Integrating Digital & Traditional Use social media to SUPPORT not to REPLACE traditional media Ensure consistent messaging to your clients and customers  For example, communicate the same sales and offers via print that you do online Use digital marketing to drive traffic to your physical locations and/or your online business & services

Example: Social & Traditional

Integrating Digital & Traditional (cont.) Integrated online marketing strategy SEO, PPC, Social ads

Example: Search Engine Optimization (SEO)

Example: Pay Per Click (PPC)

Example: Social Ads

Social Media Marketing Options Facebook  Massive potential for engaging with clients and customers in a conversational tone Twitter  Great tool for market research & engagement and outreach LinkedIn  Professional network great for organizations YouTube  High search volume and great engagement potential Google+  Still researching, but growing in popularity so good to keep an eye onKey Point: Research your options & target audience to choose what is right for your firm or organization!

Online Marketing Strategy Determine marketing goals  Customer, customer, customer  Customer profile  Understand pain points  Solve problems  Experiment  Measure  Evolve & Adapt

Online Marketing Strategy: Examples Determine marketing goals  Rural & Commercial customers  Ongoing customer research  Information & advice  How-to…from homeowners to farmers  Testing various methods/vehicles  Analytics, campaign activity, social insights  Embrace change and roll with it!

Gaining Support From Employers Buy-in & strategy  Keyword data  Trending topics  Online customer opportunity

Gaining Support From Employers Getting “buy-in” from your employer  Do your research and share the facts NOT just the thoughts & opinions  Prove that your target audience is present on the social media networks you’re proposing  Brainstorm strategy for how to implement your social media marketing plan

Getting Folks On Board Understand internal/external functions Use data Focus on ROI & Opportunity Cost  Data for SEO & PPC v. Social

Social Media Time Management Hootsuite  www.hootsuite.com CoTweet  www.cotweet.com Digsby  www.digsby.com Mobile Apps  Twitter, Facebook, YouTube, LinkedIn

Research Resources Tools: Google, Yahoo, Bing News: Blogs, People, Awareness Research: Search, Ask Data: Companies  www.searchenginewatch.com/industry  www.mashable.com

Any Questions? Jesson Zafar  jesson.zafar@sscoop.com (Southern States)  804-281-1179  jessonezafar@gmail.com (Business/Personal)  804-201-7596  Twitter: @jessonzafar  LinkedIn Sara Anderson  sara.anderson@sscoop.com (Southern States)  804-281-1204  Twitter: @selrva  LinkedIn

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Corporate Marketing Integration: Merging Traditional And Digital Media

by IABCRichmond on Feb 06, 2012

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