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Evolution Of Online Marketing
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Evolution Of Online Marketing

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This graphic represents how we at Toolbox.com view the evolution of online marketing. Moving from a replication of offline, to direct results, and continuing to a destination oriented towards …

This graphic represents how we at Toolbox.com view the evolution of online marketing. Moving from a replication of offline, to direct results, and continuing to a destination oriented towards "engagement".

Published in: Business, Technology
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Transcript

  • 1. 1
    Relationship
    Direct Results
    • Value:
    Web as a relationship management platform
    • Purchasing Experience
    Collaboration through multiple channels to research and make decisions
    • Primary Goals:
    Engaging prospects and customers outside of their Web site and through numerous channels
    • Measurements:
    Cost of Sales, cost per engagement, customer acquisition and retention
    • Marketing Tactics:
    • 2. Active participation in relevant communities
    • 3. Integration of content through various channels
    • 4. Lead nurturing via social CRM
    • 5. Successful tactics from direct results
    Experimentation
    • Value:
    Web as a direct results platform
    • Purchasing Experience
    Web as chief research option with information disseminated through multiple sources and the emergence of collaboration
    • Primary Goals:
    Drive Web site traffic and generate leads to directly support sales
    • Measurements:
    Cost per lead and cost per click
    • Marketing Tactics:
    • 6. Search ads
    • 7. Lead generation - white papers, webcasts
    • 8. Branding - IMUs, microsites
    • 9. E-mail - list rentals
    • 10. Value:
    Web as a promotional vehicle
    • Purchasing Experience
    Consumption of online content begins in mass- mainly information without interaction.
    • Primary Goals:
    Trial a new media concept, gain eyeballs, replicate offline mass media strategy
    • Measurements:
    Cost per impression
    • Marketing Tactics:
    • 11. Branding – buttons, banners
    • 12. E-mail – newsletters, list rentals
    2003-2010
    2011 and Beyond
    1996-2002
    TOOLBOX.COM PERSPECTIVE: THE EVOLUTION OF ONLINE MARKETING

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