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

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Digital Marketing Digital Marketing Presentation Transcript

  • 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
  • Digital Marketing
    • Fact: Technology allows us to market through multiple sensory channels at low cost.
    Touch Taste Smell See Hear Kinetic
  • 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
  • Digital Marketing
    • Thesis: Adopting multi-sensory digital content and media can be cost-effective and relatively painless.
  • 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
  • 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?
  • 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
  • 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
  • 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.
  • 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
  • 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.
  • 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.
  • Digital Marketing
      • Examples Review
      • UNO Executive MBA Program
        • eNewsletter vs print newsletter
  • Digital Marketing
      • Examples Review
      • UNO Executive MBA Program
        • CD Brochure vs printed brochure
    Embedded video course catalog
  • Digital Marketing
      • Examples Review
      • U. Maryland Smith School of Business
        • Mixed media
        • Multi-sensory
  • Digital Marketing
      • Examples Review
      • Michigan Ross School of Business
        • Mixed media
        • Multi-sensory
  • Digital Marketing
      • Marketing Bottom Line:
      • Try it – You’ll Like It!