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THE 10 COMMANDMENTS
    OF E-MARKETING
E-MARKETING 
(ee-mahr-ki-ting) noun
A part of business that uses
an electronic medium to
achieve marketing objectives
THE DIRTY LITTLE
   SECRET OF
 E-MARKETING
MARKETING FRAMEWORK
1.  SET STRATEGY: What are your higher level goals?
    What does success look like?

2.  PLAN TACTICS...
I	

Thou shall 	

 set goals
STRATEGY VS. TACTICS
II	

Thou shall track
  everything
EVERYTHING IS MEASURABLE

-  Email Metrics
   -  Google Analytics
-  Landing Pages
   -  ROI
-  Unique URLs
     -  Goals
III	

Thou shall 	

listen first
“This college cares more about school
image than students. You will be a piece of
merchandise when you get there.
Gorgeous...
“The buildings are in awful condition. I was fortunate
enough to have a private bath, but I really wish I didn't.
The room...
“I would change the way the administration is run.
A lot of times it feels despite the ridiculous tuition
that very little...
Google “{my school} sucks”
www.collegeconfidential.com
 www.studentsreview.com
 www.collegeprowler.com
 www.collegegrader.c...
IV	

Thou shall know
 your audience
“PEOPLE LIKE ME”
ONE-TO-ONE COMMUNICATION
DATA IS EVERYTHING
-  How clean is your database?
-  What percent of email address
   do you have? 
-  How easy is it to p...
WIIFM?
WHAT’S IN IT FOR ME?
V	

  Thou shall
integrate across
   mediums
THINK HOLISTICALLY
VI	

 Thou shall 	

be authentic
AUTHENTICITY: 1 OF 10 IDEAS THAT ARE
CHANGING THE WORLD.    




              -TIME Magazine, March 24, 2008
AUTHENTICITY
   MUST BE
DEMONSTRATED
VII	

Thou shall be
   timely
CREATE URGENCY
-  Deadlines: application and deposit deadline, tax-
   year end, fundraising challenges

-  Cultural Event...
VIII	

Thou shall look at
 it from a user’s
   perspective
WHAT DO YOU
WANT YOUR USERS
TO ACCOMPLISH?
IX	

Thou shall test, 	

  test, test!
DO YOUR TACTICS HIT OR MISS?
- Use email to test theories
- Split tests
- Google Analytics integration
- Survey users to s...
X	

Thou shall
experiment
70/20/10 RULE
Karlyn Morissette          www.dojo-web.com
DoJo Web Strategy     www.karlynmorissette.com
karlyn@dojo-web.com    www.twit...
10 Commandments of E-Marketing
10 Commandments of E-Marketing
10 Commandments of E-Marketing
10 Commandments of E-Marketing
10 Commandments of E-Marketing
10 Commandments of E-Marketing
10 Commandments of E-Marketing
10 Commandments of E-Marketing
10 Commandments of E-Marketing
10 Commandments of E-Marketing
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10 Commandments of E-Marketing

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My 10 Commandments of E-Marketing, geared towards higher education

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Transcript of "10 Commandments of E-Marketing"

  1. 1. THE 10 COMMANDMENTS OF E-MARKETING
  2. 2. E-MARKETING (ee-mahr-ki-ting) noun A part of business that uses an electronic medium to achieve marketing objectives
  3. 3. THE DIRTY LITTLE SECRET OF E-MARKETING
  4. 4. MARKETING FRAMEWORK 1.  SET STRATEGY: What are your higher level goals? What does success look like? 2.  PLAN TACTICS: What types of communications will we use to achieve our goals and how will we measure results? 3.  EXECUTE COMMUNICATION: Communicate with your audience using planned tactics. 4.  ASSESS RESULTS: Did we achieve our goals? What can we do better next time?
  5. 5. I Thou shall set goals
  6. 6. STRATEGY VS. TACTICS
  7. 7. II Thou shall track everything
  8. 8. EVERYTHING IS MEASURABLE -  Email Metrics -  Google Analytics -  Landing Pages -  ROI -  Unique URLs -  Goals
  9. 9. III Thou shall listen first
  10. 10. “This college cares more about school image than students. You will be a piece of merchandise when you get there. Gorgeous campus is probably where 99.999% of tuition goes.”
  11. 11. “The buildings are in awful condition. I was fortunate enough to have a private bath, but I really wish I didn't. The room was a combination of mold, rust, and water stains. I can count with my fingers how many warm (hot is totally out of the question) showers I took.”
  12. 12. “I would change the way the administration is run. A lot of times it feels despite the ridiculous tuition that very little of the money comes back to the students (ex. my physiology lab required us to buy latex gloves for dissection days, which feels like giving your little brother a $20 to go get you ice cream and him coming back with 10 Pokemon cards and saying the $20 wasn't enough).”
  13. 13. Google “{my school} sucks” www.collegeconfidential.com www.studentsreview.com www.collegeprowler.com www.collegegrader.com www.unigo.com
  14. 14. IV Thou shall know your audience
  15. 15. “PEOPLE LIKE ME”
  16. 16. ONE-TO-ONE COMMUNICATION
  17. 17. DATA IS EVERYTHING -  How clean is your database? -  What percent of email address do you have? -  How easy is it to pull information and segment your lists? -  Are you tracking contacts?
  18. 18. WIIFM?
  19. 19. WHAT’S IN IT FOR ME?
  20. 20. V Thou shall integrate across mediums
  21. 21. THINK HOLISTICALLY
  22. 22. VI Thou shall be authentic
  23. 23. AUTHENTICITY: 1 OF 10 IDEAS THAT ARE CHANGING THE WORLD. -TIME Magazine, March 24, 2008
  24. 24. AUTHENTICITY MUST BE DEMONSTRATED
  25. 25. VII Thou shall be timely
  26. 26. CREATE URGENCY -  Deadlines: application and deposit deadline, tax- year end, fundraising challenges -  Cultural Events: Christmas, Cyber Monday, Valentines Day -  Institutional “Holidays”
  27. 27. VIII Thou shall look at it from a user’s perspective
  28. 28. WHAT DO YOU WANT YOUR USERS TO ACCOMPLISH?
  29. 29. IX Thou shall test, test, test!
  30. 30. DO YOUR TACTICS HIT OR MISS? - Use email to test theories - Split tests - Google Analytics integration - Survey users to see what THEY want
  31. 31. X Thou shall experiment
  32. 32. 70/20/10 RULE
  33. 33. Karlyn Morissette www.dojo-web.com DoJo Web Strategy www.karlynmorissette.com karlyn@dojo-web.com www.twitter.com/karlynm
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