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Digital Marketing Final Presentation

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  • 1. New Media Marketing: Discount Tire Customer Conversion & Meaningful Consumer Relationships A New Media Success Story Bill Dunwoodie New Media Drivers License Summer 2009
  • 2. Traditional Media Marketing Purchase Funnel * Purchase Funnel Courtesy Steve Cissel CEO Media Inc
    • Traditional Media Marketing Primarily Focused on Upper Funnel:
      • Awareness
      • Consideration
  • 3. Traditional Media Marketing Creativity Awareness
  • 4. New Media Marketing Purchase Funnel * Purchase Funnel Courtesy Steve Cissel CEO Media Inc
    • Upper Funnel Focus is not enough
      • Sales Conversion
      • Meaningful Consumer Relationships
  • 5. Discount Tire Leading Tire retailer $2.5 Billion Sales* Over 700 Retail Locations Embraces New Media Marketing New Media Marketing Tire Industry Success Story * Tire Business Feb 2009
  • 6. Traditional Media Marketing Website
    • Traditional Web Sites are relatively simple
      • Awareness
      • Contact information
      • On line paper Catalog
  • 7. New Media Marketing Step 1: Website
    • New Media Websites Focus on Conversion
    • Awareness
    • How to Buy
  • 8. New Media Marketing Step 1: Website
    • New Media Websites Focus on Conversion
    • Purchase
  • 9. New Media Marketing Step 2: Google & Search Optimization Smart New Media Marketing Companies: Provide Timely Marketing Message focused on conversion Google Search Example: Purchase Tires
  • 10. New Media Marketing Step 3: Google Maps Smart New Media Marketing Companies: Provide Timely Marketing Message focused on conversion Google Maps Search Example: Purchase Tires
  • 11. New Media Marketing Step 4: Social Networking: Facebook Creating Meaningful Customer and Employee Relationships Discount Tire 4 th of July Event Facebook
  • 12. New Media Marketing Step 4: Social Networking: Facebook Discount Tire uses Facebook to educate consumers on rotating tires Good for consumers Good for Discount Tire
  • 13. New Media Marketing Step 5: Social Networking: You Tube Discount Tire Uses You Tube for Meaningful Customer Relationships Famous “old lady commercial” Educational Videos
  • 14. New Media Marketing Step 6 & 7: Social Networking: Discount Tire is currently not leveraging LinkedIn Twitter
  • 15. New Media Marketing Purchase Funnel Success at Discount Tire * Purchase Funnel Courtesy Steve Cissel CEO Media Inc
      • Sales Conversion
      • Meaningful Relationships with Consumers
  • 16. Bill Dunwoodie New Media Drivers License Summer 2009