Online Direct Marketing
Today’s Topics
• Outbound vs inbound marketing
• Acquisition vs Retention
• RSS vs email
•

2
Outbound vs Inbound
Outbound:

Inbound:

• buying attention
• cold-calling
• direct paper mail
• radio
• TV advertisements...
Exponential
Sarnoff Network

Metcalf Network

David Sarnoff – broadcasting

Bob Metcalf – Ethernet

• Viewers – 20
• Math ...
You Oughta Know Inbound Marketing

You Oughta Know Inbound Marketing
http://youtu.be/4-lGe5MnBlY

5
Hubspot’s All in One Software

The 2012 State of Inbound Marketing
http://blog.hubspot.com/Portals/249/docs/ebooks/the_201...
RSS and Google Reader
Advantages:
• Less email overload
• Quick to read
• Less clutter (consolidated)
• All news in one pl...
Boost Post

8
Facebook Offer

9
LinkedIn
• Message via 2nd connections
• Upgrade and connect
• Co-branded message with LinkedIn

10
Co-Brand Message

11
AuthorRank

12
AuthorRank
AuthorRank:
• Photo shows up by results
• One more signal
• Connected to Google+
• Trust and authenticity

Goog...
Rel=Author

Rel=Author:
• Head shots
• Your Google+ profile
• Contributor to...
• Adding your bio to WordPress

What is yo...
Profiling Differently
Old:
• Age
• Sex
• Marital status
• Postal code
• Income
• What bucket?

New:
• Social profile
• Beh...
Acquisition Funnel and Retention Diamond

Developed by Joanne O`Connell and Jeff Nelson

16
Attributes

Attribution Solutions with Google Analytics by CardinalPath
http://youtu.be/Es_JDC4KJMo

17
Google URL Builder
• Google URL Builder Tool (15 min)

Attribution Solutions with Google Analytics by CardinalPath
http://...
Email Campaign Tracking
• Email Campaign Tracking (20 min)

Attribution Solutions with Google Analytics by CardinalPath
ht...
Offline Tracking
• Offline Tracking (23 min)

Attribution Solutions with Google Analytics by CardinalPath
http://youtu.be/...
Multi-Channel Funnels
• Multi-Channel Funnels (31 min)

Attribution Solutions with Google Analytics by CardinalPath
http:/...
Monitoring – Mention.net

www.Mention.net

22
Questions?

Jeff Nelson, MBA
403-410-3803
jeff.nelson@anduro.com
@JeffxNelson

23
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2013 10-17 - sait - online direct marketing techniques

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Different online methods for connecting with customers and your community directly

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2013 10-17 - sait - online direct marketing techniques

  1. 1. Online Direct Marketing
  2. 2. Today’s Topics • Outbound vs inbound marketing • Acquisition vs Retention • RSS vs email • 2
  3. 3. Outbound vs Inbound Outbound: Inbound: • buying attention • cold-calling • direct paper mail • radio • TV advertisements • sales flyers • eMail spam • telemarketing • traditional advertising • blogs • podcasts • webinars • video • eBooks • eNewsletters • whitepapers • SEO • social media Inbound Marketing http://en.wikipedia.org/wiki/Inbound_marketing Inbound Marketing vs. Outbound Marketing http://blog.hubspot.com/blog/tabid/6307/bid/2989/Inbound-Marketing-vs-Outbound-Marketing.aspx 3
  4. 4. Exponential Sarnoff Network Metcalf Network David Sarnoff – broadcasting Bob Metcalf – Ethernet • Viewers – 20 • Math – 20*1 • Network - 20 • Viewers – 20 • Math - 202 • Network - 400 Reed Network David Reed – social networks • Viewers – 20 • Math - 220 • Network – 1,000,000 Marketing Communications Integrating Offline and Online with Social Media by P. R. Smith Ze Zook http://faculty.mu.edu.sa/public/uploads/1358138379.314MarComms_5th-ed-sample_chapter-7-MAY-1.pdf 4
  5. 5. You Oughta Know Inbound Marketing You Oughta Know Inbound Marketing http://youtu.be/4-lGe5MnBlY 5
  6. 6. Hubspot’s All in One Software The 2012 State of Inbound Marketing http://blog.hubspot.com/Portals/249/docs/ebooks/the_2012_state_of_inbound_marketing.pdf 6
  7. 7. RSS and Google Reader Advantages: • Less email overload • Quick to read • Less clutter (consolidated) • All news in one place • Subscribe to what you want • Another place for searching • Access anywhere • Easy to unsubscribe RSS Feeds Advantages and Disadvantages http://www.samirkamble.com/rss-feeds-advantages-and-disadvantages/ 7
  8. 8. Boost Post 8
  9. 9. Facebook Offer 9
  10. 10. LinkedIn • Message via 2nd connections • Upgrade and connect • Co-branded message with LinkedIn 10
  11. 11. Co-Brand Message 11
  12. 12. AuthorRank 12
  13. 13. AuthorRank AuthorRank: • Photo shows up by results • One more signal • Connected to Google+ • Trust and authenticity Google Author Rank: Has Google Chairman Eric Schmidt Now Confirmed It? http://www.virante.org/blog/2013/02/06/google-author-rank-has-google-chairman-eric-schmidt-now-confirmed-it/ 13
  14. 14. Rel=Author Rel=Author: • Head shots • Your Google+ profile • Contributor to... • Adding your bio to WordPress What is your Google+ ID? Rel=Author : How To Do Google Rel=Author in WordPress by Elizabeth Jamieson http://www.youtube.com/watch?v=YyIQzHD8rBY http://www.devonwebdesigners.com/3278/relauthor-step-by-step-for-wordpress/ 14
  15. 15. Profiling Differently Old: • Age • Sex • Marital status • Postal code • Income • What bucket? New: • Social profile • Behavioral data • Lifecycle • Recently bought • Self selecting? Facebook Graphic Search https://www.facebook.com/about/graphsearch The End of Demographics: How Marketers Are Going Deeper With Personal Data http://mashable.com/2011/06/30/psychographics-marketing/ 15
  16. 16. Acquisition Funnel and Retention Diamond Developed by Joanne O`Connell and Jeff Nelson 16
  17. 17. Attributes Attribution Solutions with Google Analytics by CardinalPath http://youtu.be/Es_JDC4KJMo 17
  18. 18. Google URL Builder • Google URL Builder Tool (15 min) Attribution Solutions with Google Analytics by CardinalPath http://youtu.be/Es_JDC4KJMo 18
  19. 19. Email Campaign Tracking • Email Campaign Tracking (20 min) Attribution Solutions with Google Analytics by CardinalPath http://youtu.be/Es_JDC4KJMo 19
  20. 20. Offline Tracking • Offline Tracking (23 min) Attribution Solutions with Google Analytics by CardinalPath http://youtu.be/Es_JDC4KJMo 20
  21. 21. Multi-Channel Funnels • Multi-Channel Funnels (31 min) Attribution Solutions with Google Analytics by CardinalPath http://youtu.be/Es_JDC4KJMo 21
  22. 22. Monitoring – Mention.net www.Mention.net 22
  23. 23. Questions? Jeff Nelson, MBA 403-410-3803 jeff.nelson@anduro.com @JeffxNelson 23
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