• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
The Power of Traditional and Digital Marketing
 

The Power of Traditional and Digital Marketing

on

  • 994 views

Goal:

Goal:
To teach the power of Traditional and Digital Marketing to attract new customers and keep existing customers.

Statistics

Views

Total Views
994
Views on SlideShare
994
Embed Views
0

Actions

Likes
0
Downloads
15
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The Power of Traditional and Digital Marketing The Power of Traditional and Digital Marketing Presentation Transcript

    • Listen, Learn, and Engage
      The Power of Traditional and Digital Marketing for Small Businesses
      Presented by: Jeff Mello
      Founder, Evolution of Communication
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      1
    • Listen, Learn, and Engage
      Who am I?
      Founder of Evolution of Communication, an interactive agency based in Atlanta
      Co-Founder of BuzzCal.com, an online sport’s calendar
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      2
    • Listen, Learn, and Engage
      Exposure I received in USA Today
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      3
    • Listen, Learn, and Engage
      Enough about me…onto why we are here!
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      4
    • Listen, Learn, and Engage
      Goal:
      To teach the power of Traditional and Digital Marketing to attract new customers and keep existing customers.
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      5
    • Listen, Learn, and Engage
      We will cover:
      • The changing marketing landscape
      • How Traditional and Digital Marketing can help you attract new customers and keep existing customers
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      6
    • Listen, Learn, and Engage
      The changing marketing landscape
      It used to be easy for companies to reach consumers through the Traditional Marketing channels of Newspaper, TV, Radio, Direct Mail, Yellow Pages, Billboards, etc.
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      7
    • Listen, Learn, and Engage
      The changing marketing landscape
      That was then…this is now!
      The Evolution of Communication has begun!
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      8
    • Listen, Learn, and Engage
      The changing marketing landscape
      Traditional Media Audiences
      Economic Downturn
      Changing Consumer Media Consumption
      Digital Media Audiences
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      9
    • Listen, Learn, and Engage
      The changing marketing landscape
      The changing media consumption habits by consumers, the global downturn, and the continued loss of audience by Traditional Media has transformed the way companies reach their customers.
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      10
    • The changing marketing landscape:
      Newspaper
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      11
    • The changing marketing landscape:
      Network TV
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      12
    • The changing marketing landscape:
      Cable TV
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      13
    • The changing marketing landscape:
      News Talk Radio
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      14
    • Listen, Learn, and Engage
      The changing marketing landscape
      The market research and investment banking firm Veronis Suhler projects that by 2013, after the economic recovery, three elements of old media -- newspapers, radio and magazines -- will take in 41% less in ad revenues than they did in 2006.
      Source: Pew Research, “State of the News Media 2010” March 15, 2010
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      15
    • Listen, Learn, and Engage
      The changing marketing landscape
      How does the decrease in audience and revenue for these Traditional Media channels benefit your business?
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      16
    • Listen, Learn, and Engage
      The changing marketing landscape
      You now can reach your target consumer more cost effectively than in the past. Supply is up and demand is down.
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      17
    • The changing marketing landscape:
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      18
    • Listen, Learn, and Engage
      The changing marketing landscape
      The Digital Revolution is here!
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      19
    • The changing marketing landscape
      Years to reach 50 Million Users…
      • RADIO - 38 Years
      • TV – 13 Years
      • INTERNET – 4 Years
      • iPOD – 3 Years
      • FACEBOOK – Added 200 Million users in less than 1 year!
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      20
    • The changing marketing landscape
      1995 Internet Users
      45.1 Million
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      21
    • The changing marketing landscape
      2000 Internet Users
      420 Million
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      22
    • The changing marketing landscape
      September 2009 Internet Users
      1.73 Billion
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      23
    • The changing marketing landscape
      Number of emails sent on the Internet in 2009
      90 Trillion
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      24
    • The changing marketing landscape
      Percent of spam email
      81%
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      25
    • The changing marketing landscape
      Number of websites as of December 2009
      234 Million
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      26
    • The changing marketing landscape
      Number of blogs on the Internet
      126 Million
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      27
    • The changing marketing landscape
      As of May 2009, the number of Americans 13+ who own a mobile device
      234 Million
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      28
    • Growing Your Business
      How Traditional and Digital Marketing can help you attract new customers and keep existing customers
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      29
    • Grow Your Business
      Step 1: Identify Your Consumers
      Remember the Pareto Principle better known as the 80/20 rule as applied to business…80% of your company revenue will come from 20% of your customers! We need to identify your 20%!
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      30
    • Grow Your Business
      Step 1: Identify Your Consumer
      Identifying the 20%:
      • What does your best customer look like?
      • Male/Female?
      • Age
      • Married
      • Do they have children?
      • Income level?
      • Favorite Leisurely activities?
      • Where do they live?
      • Anything else about their lifestyle?
      • How do they like receiving information from you?
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      31
    • Grow Your Business
      Step 1: Identify Your Consumer
      Once we know everything there is to know about your best customers we can then devise the best marketing strategy to keep them coming back to your company and not your competition.
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      32
    • Grow Your Business
      Step 2: Build your online content platform
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      33
    • Grow Your Business
      Step 2: Build your online content platform
      Your company needs an online content platform to engage with existing and potential customers.
      • Clearly define your company’s value to the viewer
      • Easy navigation
      • Uncluttered feel
      • Create ways in which the viewer can engage with your company
      • Give reason to come back to your website
      • Keyword strategy as part of your content strategy
      • Search Engine Optimized (SEO)
      • Blog
      • Include social media channels
      • Google Analytics
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      34
    • Grow Your Business
      Step 2: Build your online content platform
      Keyword/Content Strategy:
      • Identify the popular keywords within your Industry
      • Identify search volume within your target market
      • Identify keywords which you can own.
      • Build your content based on Industry keyword knowledge
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      35
    • Grow Your Business
      Step 2: Build your online content platform
      Blog:
      • One of the most powerful tools of your content platform
      • Place for viewers to get to know you and your company
      • Creates the human touch
      • Allows your company to engage consumers
      • Creates fresh content which search engines love.
      • Can drive your company’s search engine rankings
      • People do business with people…especially ones they trust
      • You can become a resource in your Industry
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      36
    • Grow Your Business
      Step 2: Build your online content platform
      Social Media Channels:
      • Include social media components on your platform
      • Allows additional ways to engage with your consumers
      • Keeps consumers in your sales funnel
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      37
    • Grow Your Business
      Step 2: Build your online content platform
      Monthly eNewsletter:
      • Way to create an email database
      • Allows you to stay in contact with your consumers
      • Can drive awareness around special events/promotions
      • Keeps them in the sales funnel
      • Revenue creation
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      38
    • Grow Your Business
      Step 2: Build your online content platform
      Google Analytics:
      • Provides actionable statistics about your website
      • Unique Page Views
      • Traffic sources
      • Popular content
      • Keywords used
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      39
    • Grow Your Business
      Step 3: Creating the social media channels
      Decide which social media channels your consumers are using and create those channels first.
      You only have so much time in your day to devote towards marketing so ensure you are using the right channels to reach your consumers.
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      40
    • Grow Your Business
      Step 3: Creating the social media channels
      When creating your social media channels ensure you use the same name, logo, and basic information whenever possible.
      Consumers travel across multiple communication channels and you want your company to be easily identifiable.
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      41
    • Grow Your Business
      Step 3: Creating the social media channels
      YouTube (Video Sharing):
      • Hosts user-generated and professional video content
      • The second largest search engine after Google
      • Third most visited website
      • 14 Billion videos viewed in May 2010
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      42
    • Grow Your Business
      Step 3: Creating the social media channels
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      43
    • Grow Your Business
      Step 3: Creating the social media channels
      Facebook (Social Network):
      • Hosts user-generated pictures, videos, status updates, and games
      • As of February 2010 had 400 Million active users
      • Allows users to create a network of friends and companies they “Like”
      • Once a user “Likes” you then they will receive your status updates in their newsfeed
      • Fastest growing demographic…55-65 year olds
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      44
    • Grow Your Business
      Step 3: Creating the social media channels
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      45
    • Grow Your Business
      Step 3: Creating the social media channels
      Twitter (Social Networking/Microblogging):
      • Allows users to send and read short messages called “tweets” from other users
      • Messages can only be a maximum of 140 characters in length
      • Users freely share their opinions about anything in real-time
      • Unlike Facebook, on Twitter you can speak directly to anyone by using the “@” sign in front of their Twitter username
      • One of the fastest growing social networks
      • 190 Million users
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      46
    • Grow Your Business
      Step 3: Creating the social media channels
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      47
    • Grow Your Business
      Step 3: Creating the social media channels
      LinkedIn (Social Networking):
      • Professional networking site
      • Users create their profile which is similar to their online resume
      • Companies can create their profile and link to their employees LinkedIn accounts
      • Users can provide status updates similar to Facebook, Twitter, and other social networking sites
      • Can start or join groups with similar professional interests
      • Great source for recruitment of new employees
      • An online rolodex of business contacts
      • 70 Million users
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      48
    • Grow Your Business
      Step 3: Creating the social media channels
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      49
    • Grow Your Business
      Step 3: Creating the social media channels
      Flickr (Image Hosting):
      • Users host and share their photos
      • As of October 2009 claimed to host 4 billion images
      • Users can comment on photos
      • Good for your website’s SEO
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      50
    • Grow Your Business
      Step 3: Creating the social media channels
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      51
    • Grow Your Business
      Step 3: Creating the social media channels
      Foursquare (Location Based Networking):
      • Mobile application in which users “check-in” to venues on their mobile phones and get rewarded points
      • Have the most “check-ins” and become Mayor of a venue
      • Companies can offer specials to the users of Foursquare to encourage visits
      • As of June 2010 has almost 1.4 million users and growing quickly
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      52
    • Grow Your Business
      Step 3: Creating the social media channels
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      53
    • Grow Your Business
      Step 4: Start Engaging
      Your content platform is set so now go and engage with consumers on the social media channels you have setup and drive them back to your content. Be proactive not reactive!
      • Creates awareness for your company
      • Creates revenue opportunities
      • Helps with Search Engine Optimization
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      54
    • Grow Your Business
      How Digital and Traditional Marketing work together
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      55
    • Grow Your Business
      How Digital and Traditional Marketing work together
      Digital and Traditional Marketing can both be used to pull new consumers into your sales funnel.
      Once you create a new customer you can utilize the strength of your digital marketing to keep your customers coming back
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      56
    • Grow Your Business
      How Digital and Traditional Marketing work together
      The Traditional Marketing methods of TV, Radio, Print, Billboards, etc. create an awareness for your company to drive consumers but they are one way message mediums!
      Consumers cannot interact with these messages.
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      57
    • Grow Your Business
      How Digital and Traditional Marketing work together
      Once you create a new customer you can utilize your content platform to constantly engage with them and keep them from choosing your competition.
      Consumers can interact with these messages and take ownership.
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      58
    • Grow Your Business
      This presentation is available for download at the following:
      http://www.slideshare.net/evolutionofcommunication
      Listen, Learn, and Engage
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      59
    • Listen, Learn, and Engage
      For more details on Evolution of Communication please contact:
      Jeff Mello
      Founder, Evolution of Communication
      p: 404-579-0911
      e:jeffmello@evolutionofcommunication.com
      w: http://evolutionofcommunication.com
      f: http://www.facebook.com/evolutionofcommunication
      t: @eoc_jeff
      Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only
      60