Traditional vs Interactive Marketing - Part II

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Lecture 3 of my Interactive Marketing course - Traditional vs. Interactive Marketing.

Lecture 3 of my Interactive Marketing course - Traditional vs. Interactive Marketing.

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  • 1. Traditional
vs.
Interactive
Marketing

 –
Part
II

  • 2. Interactive
Marketing

  • 3. What
is
Interactive
Marketing?
  The
refined
form
of
pull
marketing
that
brings
 consumers
to
brand
through
conversations,
interactions
 and
electronic
word
of
mouth
  It
gives
the
consumer
the
ability
to
craft
and
control
the
 message
  Much
more
creative
than
traditional
marketing
  It
builds
real
relationships
with
consumers
that
provide
 the
brand
with
insights
and
understanding
of
how
a
 product
is
used
  We
rely
more
on
TECHNOGRAPHICS
than
demographics

  • 4. Technographic
Segmentation
  Traditionally
market
researchers
focused
on
various
 demographic,
psychographic,
and
lifestyle
schemes
to
 categorize
and
describe
similar
clusters
of
consumers
as
 target
markets
  As
information
and
communication
technologies
emerged
as
 a
central
focus
and
defining
force
in
a
wide
range
of
 occupations
and
lifestyles,
market
researchers
realized
the
 need
for
a
segmentation
scheme
based
on
the
role
that
 technology
plays
in
consumers
lives
  Technographic
segmentation
was
developed
to
measure
and
 categorize
consumers
based
on
their
ownership,
use
patterns,
 and
attitudes
toward
information,
communication
and
 entertainment
technologies.

  • 5. Conversations
Start
With
People
 THERE
IS
STILL
 ONE
TRUSTED
 MEDIUM
 LEFT
IN
THE
 WORLD
 MY
FRIENDS
–
THEIR
FRIENDS
–
AND
ALL
THOSE
WE
COLLECTIVELY
RESPECT

  • 6. The
New
Way

  • 7. The
Truth
About
Interactive
Marketing
  It’s
not
about
you,
it’s
about
 your
audience
  Strategy
must
be
based
on
 customer
behavior
  The
focal
point
needs
to
be
 consumer
insight
–
How
can
 you
add
value
or
create
a
 more
engaged
audience?
  This
is
about
building
a
 REAL
relationship
with
your
 customers;
customers
want
 credibility

  • 8. The
4
P’s
Have
Evolved!
 Permission
enables
 Proximity
is
more
 Perception
–
 Participation
–
 marketers
to
begin
 about
enabling
big
 Understand
the
 Embrace
the
idea
 the
dialog
with
 ideas
that
have
 vantage
point
of
the
 that
your
customers
 consumers
as
a
 scalability
at
the
 customer
and
 and
prospective
 true,
voluntary
 local
level.
 understand
our
 customers
are
 relationship
 perception
may
not
 engaged
in
 be
100%
accurate
 conversation
that
 affects
you.


  • 9. Consumers
Control
The
Message
 Blog
 PodCast
 Conversation
 Video
 Collaboration

  • 10. I have a problem I need to solve I want to be better looking I can save the environment I want to be more I need to impress my boss efficient I want to smile I need to I want to know more laugh I want to be entertained I want to be more popular I wish I could do more to help people I want to make my friends laugh
  • 11. The
New
Rules
of
Engagement
 One‐way
communication
 Brand
is
dialogue
 Brand
recall
is
holy
grail
 Customers
determine
brand
value
 Group
customers
by
demographics
 Group
customers
by
behavior
 Content
controlled
by
marketers
 Enterprise
+
user‐generated
content
 Virality
driven
by
flash
 Virality
based
on
content
 Michelin
Guide:
expert
reviews
 Amazon:
user
reviews
 Publishers
control
channels
 Publishers
build
relationships
 Top‐down
strategy
 Bottom‐up
strategy
 Information
hierarchy
 Information
on
demand
 Emphasis
on
cost
–
CPM
 Invest
for
growth
–
Measurable
ROI

  • 12. Leveraging
Interactive
Media
In
Marketing
 Brand
Building
 Lead
Generation
 Research
and
Development 
 Product
or
Service
Launch
 Customer
Retention
 Partner
and
Channel
Communications
 Thought
Leadership
 Internal
Communications
 Media
Relations
 Crisis
Management 

  • 13. What
Do
I
Mean
When
I
Say
Interactive
 Marketing?

  • 14. Online
Communication
Channels
 21
  • 15. Search
Engine
Marketing
 Paid Search Contextual Advertising Search Engine Optimization Display Advertising
 
 Some
facts:
   SEM
is
the
fastest
growing
form
of
online
marketing
   89%
of
US
Internet
Users
   63%
of
consumers
first
look
to
the
internet
   82%
say
search
is
the
most
commonly
used
tool
   41%
use
geographic
modifiers
   82%
of
local
searchers
follow‐up
with
in‐store
visits,
phone
calls
or
 purchase

  • 16. Search
Engine
Optimization
  Google
Algorithm
  Google
Instant
  Google
Places
  Increased
focus
on
SEO
can
begin
to

 decrease
or
eliminate
the
need
for
PPC

  • 17. Search
–
Leveling
the
playing
field
 SEO +29% Higher Return PPC
  • 18. Display/Banner
Advertising
  CPM
(Cost
per
Thousand
Impressions)
  CPC
(Cost
per
Click)
  CPA
(Cost
per
Action/Acquisition)
  CPL
(Cost
per
Lead)
  Rich
Media
  Mobile
  Behavioral
Targeting

  • 19. Social
Networks

  • 20. User
Generated
Content
  Blogs
  Social
Network
Sites
  Wikis
  Videos
&
Photos
  Review
Sites
  Audio
Sites
  Discussion
Boards
&
Forums

  • 21. Email
Marketing
 
 
  Fast
&
Easy
  Interactive
  Personalization
  Tracking
  Eliminated
printing
costs

  • 22. Mobile
 Mobile Websites SMS/Texting Smart Phones Tablets/iPad/Kindles Location Based Marketing
  • 23. Centralize
Analytics
–
Multichannel
Optimization

  • 24. The
Changing
Role
of
the
Marketer

  • 25. Changing
Role
of
Marketers
 It’s
not
about
talking
at
 customers
and
prospects

  • 26. Changing
Role
of
Marketers
 It’s
about
creating
&
 engaging
with
communities

  • 27. The
Social
Technographics
Ladder
 Creators
 Publish
a
blog
 Publish
your
own
Web
pages
 Creators
 18%
 Upload
video
you
created

 Upload
audio/music
you
created
 Write
articles
or
stories
and
post
them
 Critics
 Post
ratings/reviews
of
products/services
 Comment
on
someone
else’s
blog
 Critics
 25%
 Contribute
to
online
forums
 Contribute
to/edit
articles
in
a
wiki
 Collectors
 Use
RSS

feeds
 12%
 Collectors
 Add
“tags”
to
Web
pages
or
photos
 “Vote”
for
Web
sites
online
 Joiners
 Maintain
profile
on
a
social
networking
site
 Joiners
 25%
 Visit
social
networking
sites
 Read
blogs
 Spectators
 Watch
video
from
other
users
 Spectators
 48%
 Listen
to
podcasts
 Read
online
forums
 Read
customer
ratings/reviews
 Inactives
 Inactives
 None
of
the
above
 44%
 Groups
include
people
participating
in
at
least

 one
of
the
activities
monthly.

  • 28. Understand
All
The
Objectives
 ADVOCACY
 AWARENESS
 By
always
adding
value,
 Find
your
target
audience
 your
customers
will
 become
advocates
of
your
 Make
them
aware
of
your

 brand
 products
and
services
 They
will
pass
the
word

 and
start
the
cycle
over
 with
others
RETENTION
By
always
adding
 ENGAGEMENT
value
and
more

relevance
to
each
 Now
they
know…but
do

individual,

 they
care?
customers
will
come
to
you,
not
your
 Entice
the
target’s
desire

competitors
 to
learn
more
 SEGMENTATION
 With
new
data,
bucket

 ACQUISITION
 customers
into
different
groups
 You’ve
engaged
your
target,

 Provide
more
targeted,
relevant

 they’re
willing
to
exchange

 communications
 data,
make
a
purchase,
etc.

  • 29. Listening
Learning
from
what
your
customers
are
saying

  • 30. Talking
Two‐way

conversation,
not
just
shouting

  • 31. Energizing
Helping
your

best
customers
to
recruit
others

  • 32. Supporting
Enabling
your
customers
to
support
each
other

  • 33. Embracing
Involving
customers
in
your
product

development

  • 34. Tools
used
to
accomplish
objectives
 Corporate Typical Appropriate function groundswell objective social applications Listening — gaining insights • Private communities Research from listening to customers • Brand monitoring • Blogs Talking — using conversations • Communities Marketing with customers to promote • Social networking sites products or services • Video or user-generated sites Energizing — identifying • Brand ambassador programs Sales enthusiastic customers and using • Communities them to persuade others • Embeddable “widgets” Supporting — making it • Support forums Support possible for customers to help • Wikis each other Embracing — turning customers • Innovation communities Development into a resource for innovation • “Suggestion boxes”
  • 35. Getting
The
Strategy
Right

  • 36. Manage
Expectations
  Make
sure
that
your
organization
understands
there
are
no
 overnight
successes
   To
become
a
viral
brand
requires
a
great
idea,
make
sure
that
you
 have
enough
ideas
to
reject
so
that
you
get
the
great
one
   Attempts
to
find
superficial
social
success
leads
brands
to
create
a
 presence
that
doesn’t
fit
brand
personality
or
inappropriate
 campaigns
in
the
hope
that
they
go
viral
  Don’t
be
greedy
   Just
because
you
have
thousands
of
followers
or
friends,
doesn’t
 mean
that
they
all
have
something
valuable
to
say
  Measure.
Review.
Revise.
   Getting
social
media
right
requires
regular
review
to
gauge
what
 works
and
what
doesn’t
   Once
you
know
what
works,
revise
your
social
media
strategy
to
 achieve
results
long‐term

  • 37. Why
Do
Brands
Fail
In
Social
Media?
  Individuals
within
the
organization
work
independently
 of
others
as
what
we
call
silos
  Organizations
fail
to
do
any
research
or
planning
to
 understand
what
social
media
is
and
how
it
operates
  Too
many
organizations
believe
that
social
media
is
 about
just
listening
to
what
others
say,
rather
than
being
 part
of
the
discussion
  They
fail
to
devise
a
message
for
the
media
making
their
 social
media
experience
seem
like
an
one‐off
experiment
  They
don’t
take
the
time
to
build
the
strategy
to
succeed
 assuring
that
they
will
fail