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Boston University Summer Program
Università Cattolica del Sacro Cuore @ BU, Summer 2014
Interactive Marketing
Communicatio...
Who am I? Who are you?
Course Schedule
THE HISTORY OF MARKETING
Day 1
Todd’s 6 Eras of
Communication
1. Illustration*
1. Spoken Word
2. Written Word
3. Printed Word
4. Mass Media
5. Social Med...
History of Marketing
A History of Advertising by Henry Sampson
• Greece: Politics, with a little
commerce: Town crier, kno...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://en.wikipedia.org/wiki/Mail_order
http://www.chiefmarketer.com/direct-marketing/introduction-my...
History of Marketing
http://wayback.archive.org/web/20090108145433/http://directmag.com/history/1121-direct-mail-ww1/
http...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INF...
THE MARKETING PROCESS
Part 2
Your Class Project
• Form a group of 5 or 6 people
1. Name a team leader
2. Assign 1 or 2 items from the list on the next ...
Your Class Project
• Prepare and present an interactive marketing strategy
and plan addressing:
1. One primary S.M.A.R.T.*...
Where Measurement Starts
pecific
easurable
ttainable
esults-Oriented
ime Bound
Slide courtesy of Kami Huyse of Zoetica (@k...
The Basic Questions
How do we start?
http://www.flickr.com/photos/npobre/2601582256/
The Basic Questions
Where are we going?
http://www.flickr.com/photos/tunruh/233316674/
The Basic Questions
How do we know when we get there?
http://www.flickr.com/photos/chokola/1229450683/
More Fundamental Questions
IS THIS TRIP REALLY NECESSARY?
or,
WHY SHOULD I CARE ABOUT NEW MEDIA AT
ALL?
or,
HOW DO I SELL ...
Diffusion of Innovations
Theory
(or, the New Media Adoption Process)
Five Stages of Tech Adoption
The Marketer’s Arrow
Awareness Knowledge Interest Intent Action Repeat
The Sales Funnel
The Integrated Approach
http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel
The “New Marketing” Funnel
The McKinsey Matrix
Social media enables targeted marketing responses
at individual touch points along the consumer decisi...
What is a Conversion?
• A conversion is a measurable event that indicates movement through the
sales and marketing process...
PROFILING, CRM AND DIRECT
/ DATABASE / EMAIL
MARKETING
Part 3
Two Perspectives, Same
Dream
• The brand: Wants a unified view of the
customer (“social customer relationship
management”)...
Evolution of Content
Marketing
Content Creation
Monitoring & Reporting
Platform Integration
Workflow Management
Unified Vi...
Creating a Customer Profile
• Give them a name, e.g., “Sally Spender”
• If necessary, include
– The User
– The Decision Ma...
“Get to Know Me”
• Two ways to learn about your customers:
– Observe
• Easier and easier to do
• Testable (e.g., via A/B
T...
“What’s in YOUR Email
Database?”
• Name (first and last –
use separate fields)
• Email (says a lot
about the contact)
– Lo...
Opt-In vs. Opt-Out
• Opt-In = “Permission Marketing”
• Opt-Out = Minimum Requirement of CAN-SPAM
– Other Rules
1. Don’t us...
Opt-In vs. Opt-Out
http://mashable.com/2011/11/28/mailing-list-performance/
Opt-In vs. Opt-Out
• People who have actively opted in to receive
email open and click-through at much higher
rates than p...
A/B Testing Basics
What Can You Test?
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Interactive Marketing Communications Summer 2014 Week 1 TV

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  • Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
  • Not sure what that makes you…
  • It starts with SMART Objectives

    http://overtonecomm.blogspot.com/2010/10/commonsense-social-media-measurement.html

    In order to get results from your marketing and public relations programs, you have to have a clear vision of what you want to achieve. We call these SMART Objectives. They are:

    Specific: not vague
    Measurable: have numbers attached to them
    Attainable: Are not too easy, or too hard to achieve
    Results-Oriented: they are tied to business goals
    Time Bound: They have a time frame by which they can be accomplished

    Another way to think of this, is by asking yourself:

    How many/much of X results to I hope to achieve by X date? How many, by when?

    Let’s look at an example of a SMART Objective…
  • Transcript of "Interactive Marketing Communications Summer 2014 Week 1 TV"

    1. 1. Boston University Summer Program Università Cattolica del Sacro Cuore @ BU, Summer 2014 Interactive Marketing Communications The marketing world is changing rapidly, and many businesses are rethinking how they organize and execute the marketing function. This course explores the evolution of interactive marketing communications – specifically about the increasingly integrated marketing and corporate communications roles. We’ll touch on advertising, PR, corporate communications, SEO, social media, interactive and digital content and many other topics. The course also includes a final project.
    2. 2. Who am I? Who are you?
    3. 3. Course Schedule
    4. 4. THE HISTORY OF MARKETING Day 1
    5. 5. Todd’s 6 Eras of Communication 1. Illustration* 1. Spoken Word 2. Written Word 3. Printed Word 4. Mass Media 5. Social Media http://www.flickr.com/photos/37644376@N00/34021 850/ http://www.flickr.com/photos/darwinbell/155183682 / http://www.flickr.com/photos/burwash_calligrapher/ 6478042809/ http://www.flickr.com/photos/queen_of_subtle/4462 520710/ http://www.flickr.com/photos/videocrab/116136642/ http://www.flickr.com/photos/aslanmedia_official/62 92167103/ Used under Creative Commons licensing. * Added by Kylie Keegan
    6. 6. History of Marketing A History of Advertising by Henry Sampson • Greece: Politics, with a little commerce: Town crier, known to announce sales • Rome: • Wine, with a little commerce • Already jaded: “Vino vendibili suspensa hedera non opus est” – “Good wine needs no bush” • Acta Diurna (Rome, c151BC) – Daily Roman Gazette (Stone / Metal) • Libelli: Bills announcing estate sales, baths, lost & found, etc. • London: The rise of the “billsticker” and the “bellman”
    7. 7. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx A History of Advertising by Henry Sampson • The First Newspapers: • Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court” • Notzie Scritte (Venice, 1556) – Cost one gazetta, leading to the name • Strasbourg Relation (Germany, 1605) – First modern newspaper • The First Advertisement: The honor probably goes to France’s Journal Général d’Affiches, or Petites Affiches, first published in 1612
    8. 8. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    9. 9. History of Marketing http://en.wikipedia.org/wiki/Mail_order http://www.chiefmarketer.com/direct-marketing/introduction-myths-of-direct-marketing-history-01102008 http://wayback.archive.org/web/20081211102142/http://directmag.com/history/birth-telemarketing/ • 1744: Benjamin Franklin sells scientific and academic books by mail, offers first guarantee • 1872: Montgomery Ward launches first catalog • 1893: T.B. Russell writes article in Printer’s Ink magazine titled “With English Advertisers” with perhaps the first mention of “direct mail” • 1903: Preview of telemarketing when the Multi-Mailing Co. of New York used telephone directories as a source for (postal) mailing lists • 1905: Homer Buckley builds first direct mail advertising business
    10. 10. History of Marketing http://wayback.archive.org/web/20090108145433/http://directmag.com/history/1121-direct-mail-ww1/ http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733 • Early 20th Century: L.L. Bean & Sears take off • 1906: Ivy Lee issues the first press release • WWI: Big transition from door-to- door to direct mail • 1916-1935: Eddie Bernays writes Propaganda, The Engineering of Consent and Crystallizing Public Opinion (later used by Goebbels in Nazi Germany)
    11. 11. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    12. 12. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    13. 13. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    14. 14. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    15. 15. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    16. 16. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    17. 17. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    18. 18. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    19. 19. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    20. 20. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    21. 21. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    22. 22. History of Marketing http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
    23. 23. THE MARKETING PROCESS Part 2
    24. 24. Your Class Project • Form a group of 5 or 6 people 1. Name a team leader 2. Assign 1 or 2 items from the list on the next page to each member • Pick a company to “help.” The company must: 1. Be primarily English-language 2. Have a public website 3. Have an email marketing database visible on site 4. Have a social media presence (at least two social networks) 5. Have a blog or some form of content marketing program
    25. 25. Your Class Project • Prepare and present an interactive marketing strategy and plan addressing: 1. One primary S.M.A.R.T.* goal for the business’s social media efforts. 2. Customer Profile 3. Web site (SEO performance suggestions) 4. Email marketing suggestions 5. Content marketing recommendations (channel and content suggestions) 6. Social media performance & recommendations (channel and content suggestions) 7. 2-3 KPIs (conversion indicators) along the way
    26. 26. Where Measurement Starts pecific easurable ttainable esults-Oriented ime Bound Slide courtesy of Kami Huyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives
    27. 27. The Basic Questions How do we start? http://www.flickr.com/photos/npobre/2601582256/
    28. 28. The Basic Questions Where are we going? http://www.flickr.com/photos/tunruh/233316674/
    29. 29. The Basic Questions How do we know when we get there? http://www.flickr.com/photos/chokola/1229450683/
    30. 30. More Fundamental Questions IS THIS TRIP REALLY NECESSARY? or, WHY SHOULD I CARE ABOUT NEW MEDIA AT ALL? or, HOW DO I SELL SOCIAL MEDIA TO MY BOSS? We’ll revisit these questions later…
    31. 31. Diffusion of Innovations Theory (or, the New Media Adoption Process)
    32. 32. Five Stages of Tech Adoption
    33. 33. The Marketer’s Arrow Awareness Knowledge Interest Intent Action Repeat
    34. 34. The Sales Funnel
    35. 35. The Integrated Approach http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel
    36. 36. The “New Marketing” Funnel
    37. 37. The McKinsey Matrix Social media enables targeted marketing responses at individual touch points along the consumer decision journey. http://www.mckinseyquarterly.com/Demystifying_social_media_2958
    38. 38. What is a Conversion? • A conversion is a measurable event that indicates movement through the sales and marketing process (funnel) • Possible examples of conversions: – Follow / friend / fan a social profile – Like / +1 / favorite a post – Share / re-tweet content – Sign up for mailing list – Open email – Click-through to website – Ask for more information on offering – Purchase – Repurchase – Advocacy / evangelism http://en.wikipedia.org/wiki/Conversion_rate
    39. 39. PROFILING, CRM AND DIRECT / DATABASE / EMAIL MARKETING Part 3
    40. 40. Two Perspectives, Same Dream • The brand: Wants a unified view of the customer (“social customer relationship management”) • The customer: Wants a unified experience of the brand (“social business”) http://www.flickr.co m/photos/huzicha/ 3292538266/
    41. 41. Evolution of Content Marketing Content Creation Monitoring & Reporting Platform Integration Workflow Management Unified View of Customer 1 2 3 4 5 (Social CRM & Marketing Automation) (Where most people are today)
    42. 42. Creating a Customer Profile • Give them a name, e.g., “Sally Spender” • If necessary, include – The User – The Decision Maker – The Influencer – The Buyer • There may be more than one • Include both – Demographics – Psychographics – Socialgraphics http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx http://www.businessesgrow.com/2013/01/26/forget-demographics-its-all-about-the-socialgraphics/
    43. 43. “Get to Know Me” • Two ways to learn about your customers: – Observe • Easier and easier to do • Testable (e.g., via A/B Testing) – Ask • Harder • Intrusive (when to do it?) • More subject to bias • Potentially more rewarding
    44. 44. “What’s in YOUR Email Database?” • Name (first and last – use separate fields) • Email (says a lot about the contact) – Location (based on email domain) – Company affiliation (if work address) – Social network affiliation (via, e.g., MailChimp SocialPro) • Company Name • Title
    45. 45. Opt-In vs. Opt-Out • Opt-In = “Permission Marketing” • Opt-Out = Minimum Requirement of CAN-SPAM – Other Rules 1. Don’t use false or misleading header information. 2. Don’t use deceptive subject lines. 3. Identify the message as an ad. 4. Tell recipients where you’re located. 5. Tell recipients how to opt out of receiving future email from you. 6. Honor opt-out requests promptly. 7. Monitor what others are doing on your behalf. http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
    46. 46. Opt-In vs. Opt-Out http://mashable.com/2011/11/28/mailing-list-performance/
    47. 47. Opt-In vs. Opt-Out • People who have actively opted in to receive email open and click-through at much higher rates than people that have been added to a list without their knowledge • Lately, opt-in is getting more people to open the email, but it's not getting a significantly higher percentage of that group to then click on it http://mashable.com/2011/11/28/mailing-list-performance/
    48. 48. A/B Testing Basics
    49. 49. What Can You Test?
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