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Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
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Digital Marketing

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Using digital technologies to market your nonprofit organization

Using digital technologies to market your nonprofit organization

Published in: Business, News & Politics
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  • 1. Digital Marketing Makes Sense Multi-Sense Curt Bayer Director Executive Education Programs College of Business Administration University of Nebraska at Omaha [email_address] Marketing Tools
  • 2. Digital Marketing
    • Fact: Technology allows us to market through multiple sensory channels at low cost.
    Touch Taste Smell See Hear Kinetic
  • 3. Digital Marketing
    • Fact: The majority of our marketing effort and expense is still single- sensory – sight based.
      • e.g. Printed mail out materials e.g. Static on-line materials
  • 4. Digital Marketing
    • Thesis: Adopting multi-sensory digital content and media can be cost-effective and relatively painless.
  • 5. Digital Marketing
    • Explore the Possibilities:
      • What is included in digital content & media?
      • What advantages does a ‘multi-sensory’ marketing approach offer?
      • What additional advantages does a digital approach offer?
      • How cost effective?
      • Examples review
  • 6. Digital Marketing
      • What is included in digital content & media?
      • eMail
      • eNewsletters ( http://emba.unomaha.edu/EMBANews.pdf )
      • eBrochures ( http://cba.unomaha.edu/it/derek/EMBA2006_Final/EMBA2006_Final.htm )
      • CD / DVD brochures & course catalogs
      • On-line and cable advertising
      • Other?
  • 7. Digital Marketing
      • Who goes digital? (The Pew Internet & American Life Project )
      • 26% of Americans age 65 and older go online, 67% of those age 50-64, 80% of those age 30-49, 84% of those age 18-29
      • 29% of non-high school grads 61% of high school grads 89% of college grads
  • 8. Digital Marketing
      • What advantages does a digital, ‘multi-sensory’ marketing approach offer?
      • Reach potential clients through more than one sense
        • Increased interest
        • Increased retention potential
      • Targets market segments of interest
      • Interactive vs. static
      • Updatable at low cost
  • 9. Digital Marketing
      • What advantages does a digital, ‘multi-sensory’ marketing approach offer?
      • Extended reach
        • Four basic types of learning style:
          • visual (learn by seeing)
          • verbal/auditory (learn by hearing)
          • reading/writing (learn by processing text) (This category is not always listed.)
          • kinesthetic or practical (learn by doing).
        • Multi-modal learners are people who have more than one strong learning style.
  • 10. Digital Marketing
      • How cost effective – UNO CD & Mailer?
      • Art, text and layout done in-house (no attributable cost)
      • CD media and publishing (ink/duplicator)
        • $0.30 each ($14.98 for CompUSA, Verbatim 50 disk pack of inkjet printable CD-R)
        • $0.30 each for ink (could be less depending on colors, coverage)
      • CD mailer and letter insert (includes set-up of $245.30 for die cut)
        • $1.89 each in 500 units; $1.352 (1000); $1.0992 (1500); $1.068 (2000)
      • Mailer letter
        • letter insert $0.136 each
      • Postage
        • Single - $0.63; Bulk>200 units - $.17 (in-state), $.21 (out-state)
      • Total delivered unit cost: $2.258
  • 11. Digital Marketing
      • How cost effective – Cable advertising?
      • SpotRunner.com - Customizable ads for cable.
        • In LA, The Barking Lot kennel, for $1700, received 144 30-second exposures over three weeks on ABC Family, Lifeline, and Animal Planet. Saw a 20-30% increase in inquires. Rates vary by channel, time slot, market. e.g. $228 per 30 second exposure on CNN Headline News in Manhatten to $8 in North Dallas.
  • 12. Digital Marketing
      • How cost effective – Internet Advertising?
      • Yahoo! Local Sponsored Search, pay per click through for respondent w/in 75 miles, based on key words selected.
      • Nov 05 survey by Boston’s Yankee Group found 3o% of business with 20-99 employees and 40% with 2-19 staffers were using local search engine advertising.
      • About 55% of consumers used a search engine to find information about a local business last year, up from 47% in 2003, according to Kelsey Group, a Princeton research company.
      • www.searchmarketing.yahoo.com/local
      • www.adwordgoogle.com
      • ReachLocal. com and LocalLaunch.com will select key words and do bidding for your campaign, for a monthly fee.
  • 13. Digital Marketing
      • Examples Review
      • UNO Executive MBA Program
        • eNewsletter vs print newsletter
  • 14. Digital Marketing
      • Examples Review
      • UNO Executive MBA Program
        • CD Brochure vs printed brochure
    Embedded video course catalog
  • 15. Digital Marketing
      • Examples Review
      • U. Maryland Smith School of Business
        • Mixed media
        • Multi-sensory
  • 16. Digital Marketing
      • Examples Review
      • Michigan Ross School of Business
        • Mixed media
        • Multi-sensory
  • 17. Digital Marketing
      • Marketing Bottom Line:
      • Try it – You’ll Like It!

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