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Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
Pulling the Marketing Plan Together.
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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.

Published in: Business, Technology
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Transcript

  • 1. 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
  • 2. 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
  • 3. 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
  • 4. Traditional Marketing Marketing Planning Advertising Promotional Telemarketing Gifts Events & Exhibitions Hospitality Public Relations Literature & Brand Market Research Direct Marketing Product Management Web & New Media
  • 5. 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”
  • 6. 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
  • 7. 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
  • 8. Sales Funnel (Sales Pipeline)
  • 9. Sales Funnel – Tracking the Sales Process
  • 10. Sales Funnel – Measuring Website Activity
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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

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