Integrating Offline And Online Marketing Webinar

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

Today’s Marketing Email Customer Review Print Blog Marketing Review Reader Reader Reader Reader Video Article
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

Importance of integrating online strategies
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 $$

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

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

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%

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

Multidimensional Marketing

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

Questions? [email_address]

Integrating Offline And Online Marketing Webinar

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