Integrating Offline And Online Marketing Webinar

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    Integrating Offline And Online Marketing Webinar - Presentation Transcript

    1. Integrating Online and Traditional Marketing April 22, 2008 Amy Marshall
    2. Historical Marketing
      • Controlled marketing
      • Customer only sees and hears what you present
      Email Customer Sales Rep Print Direct Mail Marketing
    3. Today’s Marketing Email Customer Review Print Blog Marketing Review Reader Reader Reader Reader Video Article
      • Controlled by audience
      • Targets creating own marketing mediums
    4. Why more is needed
      • Traditional media is getting tougher
      • Faith in public media is low
      • Increased media fragmentation
    5. Importance of integrating online strategies
      • Reach a broader audience
      • More information is available
      • More ways to educate target audience
      • Harness feedback from target audience
    6. Benefits of an integrated strategy
      • Momentum of a combined strategy increases ROI
      • Relationship building leads to repeat business
      • Better tracking ensures wise use of $$
    7. Social Media
    8. 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
    9. Why Should I Care? Word of Mouth Marketing: $76 million in 2001 $981 million in 2006 Projected $3.7 billion by 2011
    10. Social Marketing
      • Spending on social media and “conversational marketing” will surpass traditional marketing spend by the end of 2012
      • - TWI Surveys, Inc
    11. 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%
    12. 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
    13. 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
    14. Multidimensional Marketing
    15. Buying Process
    16. Buying Process
    17.  
    18.  
    19.  
    20.  
    21. 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
    22. 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
    23. Questions? [email_address]

    + Webbed MarketingWebbed Marketing, 9 months ago

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    Amy Marshall, partner of Webbed Marketing, presents more

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