Integrating Online and Traditional Marketing April 22, 2008 Amy Marshall

Historical Marketing Controlled marketing Customer only sees and hears what you present Email Customer Sales Rep Print Direct Mail Marketing

Controlled marketing

Customer only sees and hears what you present

Today’s Marketing Email Customer Review Print Blog Marketing Review Reader Reader Reader Reader Video Article Controlled by audience Targets creating own marketing mediums

Controlled by audience

Targets creating own marketing mediums

Why more is needed Traditional media is getting tougher Faith in public media is low Increased media fragmentation

Traditional media is getting tougher

Faith in public media is low

Increased media fragmentation

Importance of integrating online strategies Reach a broader audience More information is available More ways to educate target audience Harness feedback from target audience

Reach a broader audience

More information is available

More ways to educate target audience

Harness feedback from target audience

Benefits of an integrated strategy Momentum of a combined strategy increases ROI Relationship building leads to repeat business Better tracking ensures wise use of $$

Momentum of a combined strategy increases ROI

Relationship building leads to repeat business

Better tracking ensures wise use of $$

Social Media

Social Networks The study predicts that between 2007 and 2011, U.S. ad spending on social networks will grow 180% to $2.5 billion. eMarketer, May 2007

The study predicts that between 2007 and 2011, U.S. ad spending on social networks will grow 180% to $2.5 billion.

eMarketer, May 2007

Why Should I Care? Word of Mouth Marketing: $76 million in 2001 $981 million in 2006 Projected $3.7 billion by 2011

Social Marketing Spending on social media and “conversational marketing” will surpass traditional marketing spend by the end of 2012 - TWI Surveys, Inc

Spending on social media and “conversational marketing” will surpass traditional marketing spend by the end of 2012

- TWI Surveys, Inc

Obstacles… The top obstacles to increased spending on conversational marketing, according to survey respondents: Manpower restraints: 51.1% Fear of loss of control: 46.9% Inadequate metrics: 45.4% Culture of organizations: 43.5%

The top obstacles to increased spending on conversational marketing, according to survey respondents:

Manpower restraints: 51.1%

Fear of loss of control: 46.9%

Inadequate metrics: 45.4%

Culture of organizations: 43.5%

Campaign Scenario Corporate Communications Brand Awareness TV Ad Sales Teams Meet Qtrly Goals Product Demos Product Marketing Launch New Product Whitepaper-Brochure Campaign Mgrs Decide best medium for each of the goals Customer Receives Diluted Message

Return On Marketing Objectives (ROMO) Brand tracking methodology Rex Briggs, Marketing Evolution ROI of each marketing mix element (online and offline) Contribution to brand equity and sales impact How to optimize the marketing mix All the stakeholders bought into plan and the possible outcomes

Brand tracking methodology

Rex Briggs, Marketing Evolution

ROI of each marketing mix element (online and offline)

Contribution to brand equity and sales impact

How to optimize the marketing mix

All the stakeholders bought into plan and the possible outcomes

Multidimensional Marketing

Buying Process

Buying Process

Marketing Revolution Marketing 1.0 Marketing 2.0 Commercials Product placement Press releases Blog post Direct mail E-mail Push content Pull content (Search Engine Marketing) Collateral Video / podcast / vidcast Seminar Webinar / Virtual world (i.e Second Life) Mainstream media / Business generated content User generated content & product innovation Building websites Building communities / social networks

Case Study: Home Builder Exposure Billboards, Radio, Print, Direct Mail, SEO, PPC Research Site landing page, Invitation event, SEO, PPC, Videos, Podcasts Decision Direct sales, Website Loyalty Discounts, Emails

Exposure

Billboards, Radio, Print, Direct Mail, SEO, PPC

Research

Site landing page, Invitation event, SEO, PPC, Videos, Podcasts

Decision

Direct sales, Website

Loyalty

Discounts, Emails

Questions? [email_address]