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Lecture - Internet Marketing Planning & Strategy
 

Lecture - Internet Marketing Planning & Strategy

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Short presentation on the keys to effective planning for internet marketing in an age of engagement and community-focused campaigns.

Short presentation on the keys to effective planning for internet marketing in an age of engagement and community-focused campaigns.

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    Lecture - Internet Marketing Planning & Strategy Lecture - Internet Marketing Planning & Strategy Presentation Transcript

    • TONIGHT’S FIRST QUESTION WHY DO PEOPLE HATE INTERNET MARKETING? ... PREPARE TO DISCUSS
    • WHY WE HATE MARKETING + INTERRUPTIVE + INTRUSIVE + IRRELEVANT + UNATTRACTIVE + SALESY
    • WHY WE HATE MARKETING INSENSITIVE
    • TRADITIONAL MKTG MODEL + IDENTIFY + ENGAGE + CONVERT
    • INTERNET MKTG DEFINED Using the online channel to identify, understand, collaboratively create & meet A SEGMENT OF INDIVIDUAL + SOCIAL NEEDS, WANTS, WISHES AND DESIRES.
    • WHY WE LOVE MARKETING + INTERRUPTIVE + EMPOWERING + INTRUSIVE + CONVENIENT + IRRELEVANT + SENSITIVE + UNATTRACTIVE + BEAUTIFUL + SALESY + PASSIONATE
    • GRASSHOPPER
    • OUR TASK AS MARKETERS IDENTIFY, UNDERSTAND + COLLABORATIVELY CREATE A SEGMENT OF INDIVIDUAL + SOCIAL NEEDS, WANTS, WISHES AND DESIRES.
    • STEP ONE IDENTIFY + UNDERSTAND: WHOSE NEEDS, WANTS, WISHES AND DESIRES FIT WITH OUR BRAND?
    • STEP ONE IDENTIFICATION METHODS + STUDY EXISTING RESEARCH + ORGANIZE RESEARCH GROUPS + IDENTIFY ARCHETYPES + LISTEN 2 ONLINE COMMUNITIES
    • STEP ONE: ARCHETYPES
    • STEP ONE : “LISTENING”
    • STEP ONE
    • STEP TWO CREATE: HOW DO WE COLLABORATIVELY CREATE A SEGMENT OF INDIVIDUALS + SOCIETY THAT COMBINES THESE NEEDS, WANTS, WISHES AND DESIRES WITH OUR BRAND?
    • STEP TWO COLLABORATIVELY = + OPT-IN + INTERACTIVE + 2-WAY COMMUNICATION + FEEDBACK RESPONSE
    • STEP TWO SEGMENT CREATION METHODS + INVITATIONS + SIGN-UP FORMS + COMMUNITIES
    • STEP TWO 5,000 CHOCOLATE COVERED GRASSHOPPERS 5,000 INFLUENTIAL BLOGGERS
    • STEP THREE MEET: HOW CAN WE ADDRESS THE NEEDS, WANTS, WISHES AND DESIRES OF A SEGMENT OF INDIVIDUALS + SOCIETY IN OUR MARKETING?
    • STEP THREE METHODS OF MEETING NEEDS + PRICE BREAKS + ENTERTAINMENT + INSPIRATION + CONVENIENCE + INFORMATION / CONTENT
    • STEP THREE TOOLS FOR MARKETING + SOCIAL MEDIA + WORD OF MOUTH + WEBSITE + E-MAIL + VIDEO
    • STEP THREE GRASSHOPPER http://www.youtube.com/watch?v=T6MhAwQ64c0&feature=player_embedded#t=134
    • RESULTS 183,000: YouTube video views 51,700: Landing page views 2,959: Referrals from Twitter 1,664: Referrals from Facebook 170: Blog posts $68,103: Total campaign cost
    • STEP THREE OASIS http://work.canneslions.com/titanium/index.cfm? award=101&sort=0&order=1&winners_only=1&keywords=BBH&submit.x =0&submit.y=0&submit=Go
    • IN-CLASS ASSIGNMENT WE WILL BE SPLITTING INTO 2 GROUPS. EACH GROUP WILL HAVE ONE HOUR TO CREATE A BASIC ONLINE MARKETING PLAN FOR A PRODUCT.
    • IN-CLASS ASSIGNMENT GROUP 1: #2 + 5 “NINJA”
    • IN-CLASS ASSIGNMENT GROUP 2: #1 + 3 + 4 “SOUND JACKET”
    • DELIVERABLES IDENTIFY + UNDERSTAND WHOSE NEEDS, WANTS, WISHES AND DESIRES FIT WITH THE BRAND. DETAIL A PLAN TO COLLABORATIVELY CREATE A SEGMENT OF INDIVIDUALS + SOCIETY DETAIL A PLAN TO USE FORMS OF ONLINE MARKETING TO MEET THE NEEDS OF THE SEGMENT YOU HAVE CHOSEN
    • THE BLOG TAMPASOCIALMEDIA.COM