Digital Marketing


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Using digital technologies to market your nonprofit organization

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Digital Marketing

  1. 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. 2. Digital Marketing <ul><li>Fact: Technology allows us to market through multiple sensory channels at low cost. </li></ul>Touch Taste Smell See Hear Kinetic
  3. 3. Digital Marketing <ul><li>Fact: The majority of our marketing effort and expense is still single- sensory – sight based. </li></ul><ul><ul><li>e.g. Printed mail out materials e.g. Static on-line materials </li></ul></ul>
  4. 4. Digital Marketing <ul><li>Thesis: Adopting multi-sensory digital content and media can be cost-effective and relatively painless. </li></ul>
  5. 5. Digital Marketing <ul><li>Explore the Possibilities: </li></ul><ul><ul><li>What is included in digital content & media? </li></ul></ul><ul><ul><li>What advantages does a ‘multi-sensory’ marketing approach offer? </li></ul></ul><ul><ul><li>What additional advantages does a digital approach offer? </li></ul></ul><ul><ul><li>How cost effective? </li></ul></ul><ul><ul><li>Examples review </li></ul></ul>
  6. 6. Digital Marketing <ul><ul><li>What is included in digital content & media? </li></ul></ul><ul><ul><li>eMail </li></ul></ul><ul><ul><li>eNewsletters ( ) </li></ul></ul><ul><ul><li>eBrochures ( ) </li></ul></ul><ul><ul><li>CD / DVD brochures & course catalogs </li></ul></ul><ul><ul><li>On-line and cable advertising </li></ul></ul><ul><ul><li>Other? </li></ul></ul>
  7. 7. Digital Marketing <ul><ul><li>Who goes digital? (The Pew Internet & American Life Project ) </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>29% of non-high school grads 61% of high school grads 89% of college grads </li></ul></ul>
  8. 8. Digital Marketing <ul><ul><li>What advantages does a digital, ‘multi-sensory’ marketing approach offer? </li></ul></ul><ul><ul><li>Reach potential clients through more than one sense </li></ul></ul><ul><ul><ul><li>Increased interest </li></ul></ul></ul><ul><ul><ul><li>Increased retention potential </li></ul></ul></ul><ul><ul><li>Targets market segments of interest </li></ul></ul><ul><ul><li>Interactive vs. static </li></ul></ul><ul><ul><li>Updatable at low cost </li></ul></ul>
  9. 9. Digital Marketing <ul><ul><li>What advantages does a digital, ‘multi-sensory’ marketing approach offer? </li></ul></ul><ul><ul><li>Extended reach </li></ul></ul><ul><ul><ul><li>Four basic types of learning style: </li></ul></ul></ul><ul><ul><ul><ul><li>visual (learn by seeing) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>verbal/auditory (learn by hearing) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>reading/writing (learn by processing text) (This category is not always listed.) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>kinesthetic or practical (learn by doing). </li></ul></ul></ul></ul><ul><ul><ul><li>Multi-modal learners are people who have more than one strong learning style. </li></ul></ul></ul>
  10. 10. Digital Marketing <ul><ul><li>How cost effective – UNO CD & Mailer? </li></ul></ul><ul><ul><li>Art, text and layout done in-house (no attributable cost) </li></ul></ul><ul><ul><li>CD media and publishing (ink/duplicator) </li></ul></ul><ul><ul><ul><li>$0.30 each ($14.98 for CompUSA, Verbatim 50 disk pack of inkjet printable CD-R) </li></ul></ul></ul><ul><ul><ul><li>$0.30 each for ink (could be less depending on colors, coverage) </li></ul></ul></ul><ul><ul><li>CD mailer and letter insert (includes set-up of $245.30 for die cut) </li></ul></ul><ul><ul><ul><li>$1.89 each in 500 units; $1.352 (1000); $1.0992 (1500); $1.068 (2000) </li></ul></ul></ul><ul><ul><li>Mailer letter </li></ul></ul><ul><ul><ul><li>letter insert $0.136 each </li></ul></ul></ul><ul><ul><li>Postage </li></ul></ul><ul><ul><ul><li>Single - $0.63; Bulk>200 units - $.17 (in-state), $.21 (out-state) </li></ul></ul></ul><ul><ul><li>Total delivered unit cost: $2.258 </li></ul></ul>
  11. 11. Digital Marketing <ul><ul><li>How cost effective – Cable advertising? </li></ul></ul><ul><ul><li> - Customizable ads for cable. </li></ul></ul><ul><ul><ul><li>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. </li></ul></ul></ul>
  12. 12. Digital Marketing <ul><ul><li>How cost effective – Internet Advertising? </li></ul></ul><ul><ul><li>Yahoo! Local Sponsored Search, pay per click through for respondent w/in 75 miles, based on key words selected. </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>ReachLocal. com and will select key words and do bidding for your campaign, for a monthly fee. </li></ul></ul>
  13. 13. Digital Marketing <ul><ul><li>Examples Review </li></ul></ul><ul><ul><li>UNO Executive MBA Program </li></ul></ul><ul><ul><ul><li>eNewsletter vs print newsletter </li></ul></ul></ul>
  14. 14. Digital Marketing <ul><ul><li>Examples Review </li></ul></ul><ul><ul><li>UNO Executive MBA Program </li></ul></ul><ul><ul><ul><li>CD Brochure vs printed brochure </li></ul></ul></ul>Embedded video course catalog
  15. 15. Digital Marketing <ul><ul><li>Examples Review </li></ul></ul><ul><ul><li>U. Maryland Smith School of Business </li></ul></ul><ul><ul><ul><li>Mixed media </li></ul></ul></ul><ul><ul><ul><li>Multi-sensory </li></ul></ul></ul>
  16. 16. Digital Marketing <ul><ul><li>Examples Review </li></ul></ul><ul><ul><li>Michigan Ross School of Business </li></ul></ul><ul><ul><ul><li>Mixed media </li></ul></ul></ul><ul><ul><ul><li>Multi-sensory </li></ul></ul></ul>
  17. 17. Digital Marketing <ul><ul><li>Marketing Bottom Line: </li></ul></ul><ul><ul><li>Try it – You’ll Like It! </li></ul></ul>
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