Digital Marketing Final Presentation

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Digital Marketing Final Presentation

  1. 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. 2. Traditional Media Marketing Purchase Funnel * Purchase Funnel Courtesy Steve Cissel CEO Media Inc <ul><li>Traditional Media Marketing Primarily Focused on Upper Funnel: </li></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Consideration </li></ul></ul>
  3. 3. Traditional Media Marketing Creativity Awareness
  4. 4. New Media Marketing Purchase Funnel * Purchase Funnel Courtesy Steve Cissel CEO Media Inc <ul><li>Upper Funnel Focus is not enough </li></ul><ul><ul><li>Sales Conversion </li></ul></ul><ul><ul><li>Meaningful Consumer Relationships </li></ul></ul>
  5. 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. 6. Traditional Media Marketing Website <ul><li>Traditional Web Sites are relatively simple </li></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Contact information </li></ul></ul><ul><ul><li>On line paper Catalog </li></ul></ul>
  7. 7. New Media Marketing Step 1: Website <ul><li>New Media Websites Focus on Conversion </li></ul><ul><li>Awareness </li></ul><ul><li>How to Buy </li></ul>
  8. 8. New Media Marketing Step 1: Website <ul><li>New Media Websites Focus on Conversion </li></ul><ul><li>Purchase </li></ul>
  9. 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. 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. 11. New Media Marketing Step 4: Social Networking: Facebook Creating Meaningful Customer and Employee Relationships Discount Tire 4 th of July Event Facebook
  12. 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. 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. 14. New Media Marketing Step 6 & 7: Social Networking: Discount Tire is currently not leveraging LinkedIn Twitter
  15. 15. New Media Marketing Purchase Funnel Success at Discount Tire * Purchase Funnel Courtesy Steve Cissel CEO Media Inc <ul><ul><li>Sales Conversion </li></ul></ul><ul><ul><li>Meaningful Relationships with Consumers </li></ul></ul>
  16. 16. Bill Dunwoodie New Media Drivers License Summer 2009

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