Moving Your Offline Marketing Budget Online

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Moving your offline marketing budget online. Ian Lurie Portent Interactive
No magic formula
You need a plan
You need to think
A primer
seo ppc e-mail display ‘social media’
seo ??? ppc direct e-mail direct display print/display ‘social media’ pr
Setting the foundation
The worst case
Audience
Competition
Infrastructure
Infrastructure Analytics
Infrastructure Iteration
Infrastructure Support
Waiting
Assets
Assets E-mail List
Assets Rankings
Assets Brand
Assets X
Set a baseline
Goals
Goals Value value/click = customer value x lead conversion rate x final conversion rate x
What to cut
What to keep
Online Offline
Descriptive Teasing
Timing
Seasonality
Timing, 2
Your brand
Your brand Listen
Your brand Let go
Your brand Engage
Results
Results Analytics
Results Value
Results Connect
Expectations
Expectations Timeframes
Expectations Iteration
Expectations Costs
Expectations Labor
Expectations ROI
The Team
The Team Test
No Miracle Cures
Questions? Ian Lurie ian@portent.com ConversationMarketing.com Twitter: @portentint