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Pulling the Marketing Plan Together.
 

Pulling the Marketing Plan Together.

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Presentation given by Jeff Bartlett (Incisive Marketing) at the seminar on 02/07/2009.

Presentation given by Jeff Bartlett (Incisive Marketing) at the seminar on 02/07/2009.

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    Pulling the Marketing Plan Together. Pulling the Marketing Plan Together. Presentation Transcript

    • We b , PR & S o c ial Me dia Marke ting Pulling the Marke ting Plan To g e the r Je ff Bartle tt
    • Introduction  Marke t Tre nds & Co nditio ns  Traditio nal Marke ting  On -line Marke ting  De vis ing 21 s t Ce ntury Marke ting Plans
    • Market Trends & Conditions  On -line has be c o me pre tty muc h c o mmo n plac e – De fac to to have a we bs ite ; ris e o f s o c ial me dia ; mo bile s & iPho ne s  Ec o no mic Pre s s ure s – Re c e s s io n ; s c rutinis ing o f Budg e ts ; “no c o s t” marke ting pro mis e – Glo bal e c o no my ; g re ate r c ho ic e fo r B 2 B & B 2 C  Inte rac tio n & dialo g ue – S c e ptic al c us to me rs ; marke ting pro mis e s no t be ing me t; c us to me r o pt-in  Gre e n ag e nda – Pre s s ure o n print me dia , trave l, exhibitio ns e tc
    • Traditional Marketing Marketing Planning Advertising Promotional Telemarketing Gifts Events & Exhibitions Hospitality Public Relations Literature & Brand Market Research Direct Marketing Product Management Web & New Media
    • Traditional Marketing  Adve rtis ing Campaig n – Mag azine adve rts …….PR s uppo rt…….S ale s Co llate ral…… Po S  Dire c t Marke ting – Dire c t Mail…….Te le marke ting …… S ale s Co llate ral…….S pe c ific Offe r  Exhibitio n /Eve nt – Eve nt its e lf…… Dire c t mail…..adve rtis ing  Is s ue s ……… – Co s ts & Re s o urc e s – Me as uring Effe c tive ne s s is Diffic ult – Inte rac tio n & Dialo g ue is “c o ld”
    • On-Line Marketing WEBSITE Search Engine On-line Pay Per Click Optimisation Directories Advertising Business Social Consumer Social On-line Public Media (LinkedIn) Media (Facebook) Relations Broadcast Social Media (Twitter) Customer Insight (Market Research) Email Marketing Viral (YouTube) Banner Advertising
    • On-line Marketing  We bs ite is the “c o re ” to all yo ur ac tivity – Ce ntral re po s ito ry …… g athe rs info rmatio n …… g ive s ins ig ht to c us to me rs  Mo re e le me nts c an be linke d to g e the r fo r g re ate r impac t – Email/ne ws le tte r… o ffe r… we bs ite do wnlo ad … c apture info rmatio n – Re s e arc h …..inte g rate s with CRM…..pic ture o f c us to me r  S o c ial Me dia & PR – Gro ups …..Inte re s ts …… Marke t re s e arc h & c us to me r ins ig ht – Whe re e ls e to “adve rtis e ”…… plac e PR artic le s …....ho w to c o mbine o ffe rs  Cus to me r “o pts -in” & le ads the dialo g ue
    • Sales Funnel (Sales Pipeline)
    • Sales Funnel – Tracking the Sales Process
    • Sales Funnel – Measuring Website Activity
    • S ale s Funne l S tag e s and Traditio nal Marke ting Me tho ds S ale s Adve rtis ing PR Eve nts Dire c t Mail Te le marke ti S ale s Funne l ng Co llate ral S tag e s Aware ne s s 4 4 2 2 2 1 Enquirie s 3 2 4 4 4 2 Dialo g ue 2 1 3 3 3 2 Lo ng Lis t 2 2 3 3 3 2 Pro po s al 1 1 2 2 1 3 S ho rt Lis t 1 3 2 2 2 4 ORDER 1 2 1 1 1 4 Manag e & 2 2 2 2 2 2 Re tain www .inc is ive - © Inc is ive Marke ting Limite d marke ting .c o m 2009
    • S ale s Funne l S tag e s and On -line Marke ting Me tho ds S ale s We bs ite On -line PR Email On -line S o c ial S e arc h Funne l Adve rtis ing Me dia Eng ine s S tag e s Aware ne s s 4 4 3 3 3 3 Enquirie s 4 3 4 4 4 4 Dialo g ue 3 3 4 3 3 4 Lo ng Lis t 2 2 3 3 3 3 Pro po s al 2 2 2 2 2 2 S ho rt Lis t 2 2 2 2 2 2 ORDER 4 1 4 3 1 2 Manag e & 3 3 3 2 4 2 Re tain www .inc is ive - © Inc is ive Marke ting Limite d marke ting .c o m 2009
    • S ale s Funne l S tag e s and S OCIAL MEDIA S ale s Fac e bo o k Linke dIn Twitte r MyS pac e Yo uTube Be bo Funne l S tag e s Aware ne s s Enquirie s Dialo g ue Lo ng Lis t Pro po s al S ho rt Lis t ORDER Manag e & Re tain www .inc is ive - © Inc is ive Marke ting Limite d marke ting .c o m 2009
    • Benefits of On-line Marketing  Re duc e d Co s ts ……….but s till ne e d pe o ple ’s time  Initiate a dialo g ue in a le s s intrus ive fas hio n  Give s yo u re al ins ig ht into c us to me rs like s , inte re s ts  Me as ure & trac k  S pe e d to marke t with ne ws , o ffe rs e tc  Influe nc e audie nc e s far & wide  Co mbine diffe re nt e le me nts quite e as ily  S c o re s mo re hig hly o n mo re e le me nts than Traditio nal
    • Integrating On & Off-line Marketing PR On & Off-line Adve rtis ing SEO & PPC & S po ns o rs hip Advertising WEBSITE Events & S o c ial Me dia Networking Direct Marketing Sales Email & Literature, Telemarketing & Proposals
    • Summary  On -line Marke ting – De fac to s tandard …… inc re as e furthe r with iPho ne e tc – Me as ure ….trac k…..inte rac t….dialo g ue – Co s t e ffe c tive ….fle xible …… quic k  Inte g rating Traditio nal Marke ting – Email ove rlo ad …… dire c t mail c an s till be e ffe c tive – Adve rts as pro mo tio ns & with a c all to ac tio n …… us e yo ur we bs ite  S ale s Funne l as a Marke ting Planning to o l – Me as ure the o utc o me s & adjus t