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Integrated internet marketing Integrated internet marketing Presentation Transcript

  • INTEGRATED INTERNET MARKETING Brian Tudor - VP of Internet Marketing, InteractOne @briantudor linkedin.com/in/briantudor gplus.to/briantudor
  • Benefits of Integrated Internet Marketing Cross-channel messaging and identity consistency that delivers a continuous brand experience, boost brand awareness and credibility across a variety of touch points More efficient creative and web development process due to centralized approval of design, content, messaging, development, testing and deployment Planning, execution and managing of the entire multi-channel online marketing process to improve the ROI of multi-channel campaigns Cross-channel measurement with attribution management to understand, not only conversion beyond the last click, but also the contribution of other channels such as display, search, social, video, and mobile Improved cross-channel campaign analysis and performance optimization by sharing campaign data across various media channels
  • integrated internet marketing
  • integrated internet marketing Mobile Social Content Website Video Search eMail Display
  • websiteThe best integrated marketing plans flow though your websitegiving customers and fans a central place to find your product,message or service
  • content marketing"Whether its through the social Web, sponsored placement ona publisher site, or via others channels, readers are not searchingfor your content," Yaron Galai, CEO of Outbrain
  • content do’sDo Make It Multimedia This goes hand-in-hand with investing in design. Varying the type of content you show on your site is essential to providing an engaging, well-rounded user experience that sucks people in and keeps them clicking for more.Do Run Both Earned & Owned Media Have great press coverage or a fantastic review? This is a perfect opportunity to maximize your earned media. Adding it to the mix of your own content is a good way to engage your audience and increase your brands credibility.Do Make Sharing Easy If you create great content, theres a good chance that youll garner some fans along the way, which is why its so important to give them mechanisms to share that content with their friends.
  • content don’tDont Skimp on Design Sure, its the quality of the content that will keep your visitors coming back, but dont underestimate the power of a slick, eye-catching site. Designing your site with a high-quality screen resolution will help your viewers to think of your site as premium, as does using high- quality images that take up their entire frames.Dont Go for the Hard Sell Although the ultimate purpose of all marketing is to drive sales, content marketing employs a fairly nuanced approach. The focus is on educating, entertaining, and delivering value to the consumer, rather than giving a hard pitch for your products or services.Dont Leave Dead Ends  When it comes to content marketing, the old adage about "leave em wanting more" most definitely does not apply. The best time to engage your audience is when theyre already in content consumption mode, which is why every page on your site should offer plenty of links to further content.
  • mobileWhile the Desktop website is your hub a great mobile experienceshould be considered your star salesman in all places at all times
  • mobileWhile the Desktop website is your hub a great mobile experienceshould be considered your star salesman in all places at all times According to a Google 2010 study, 71% of smartphone users use offline media to do mobile search.
  • search Search both Paid and Organic have a lot of competition, whether it is keywords or competitors, optimization and testing is an imperativeSearch Engine Marketing Search Engine Optimization
  • displayGoogle Edges Closer to Facebook as US Display Advertising BecomesTwo-Horse Race
  • displayGoogle Edges Closer to Facebook as US Display Advertising BecomesTwo-Horse RaceThe overall US display advertising market, which includes spending on online video,sponsorships, rich media and banner advertisements, grew 25.2% to $12.4 billion in2011, eMarketer estimates, and will increase to $15.39 billion in 2012.
  • socialAn integrated social media plan will grow your SEO, contentcreation and shareablity
  • socialAn integrated social media plan will grow your SEO, contentcreation and shareablity The code on your page controls how the share snippet displays: 1. Share Blurb - your explanation about the content. 2. Title - page Title 3. Description - brief description of the page 4. Image -  a thumbnail image 5. URL - links the Title to the page
  • videoVideo is the the best tool in your Internet Marketing toolbox becauseyou can share your clear & concise message across many channels
  • videoVideo is the the best tool in your Internet Marketing toolbox becauseyou can share your clear & concise message across many channels Americans viewed 9.6 billion video ads in July 2012.
  • videoVideo is the the best tool in your Internet Marketing toolbox becauseyou can share your clear & concise message across many channels Americans viewed 9.6 billion video ads in July 2012. In July 2012 157 million unique viewers tuned into YouTube, followed by Facebook with 53 million and Yahoo sites with 48.7 million.
  • emaileMail is dead... if you believe that I have a bride I’d like to talkabout selling you.
  • emaileMail is dead... if you believe that I have a bride I’d like to talkabout selling you. Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Source: Aberdeen)
  • emaileMail is dead... if you believe that I have a bride I’d like to talkabout selling you. Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Source: Aberdeen) 61% of marketing companies plan to increase their email marketing efforts in the next year. (Source: Experian)
  • emaileMail is dead... if you believe that I have a bride I’d like to talkabout selling you. Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Source: Aberdeen) 61% of marketing companies plan to increase their email marketing efforts in the next year. (Source: Experian) 59% of B2B marketers say email is the most effective channel for generating revenue. (Source: BtoB Magazine)
  • tools to integrate your marketingGoogle Analytics (Website Analytics)Google AdWords (Paid Search and Display)Attribution Modeling (Google Linking Tool, Adometry, .etc)eMail Marketing (Mail Chimp, Exact Target, .etc)CRM (Salesforce, Merkle, IBM)Social CRM (Hootsuite, Shoutlet, Social Sprout, .etc)SEOMoz - SEO trackingListing Services (Yelp, Localeze, Google Local, Acxiom, .etc)Cloud Tools (Google Drive, Dropbox, Box.net, .etc)
  • what a successful integratedinternet marketing plan looks like Consistent cross-channel messaging and identity consistency delivering a continuous brand experience, boost brand awareness and credibility across a variety of touch points Efficient creative and web development processes to centralized approval of design, content, messaging, development, testing and deployment Planning, execution and managing multi-channel online marketing process improving the ROI of multi-channel campaigns Cross-channel measurement with attribution management tracking, not only last click conversion, but the contribution of other channels such as display, search, social, video, and mobile Improved cross-channel campaign analysis and performance optimization by sharing campaign data across various media channels