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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
             ConversationMa...
Moving Your Offline Marketing Budget Online
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Moving Your Offline Marketing Budget Online

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Transferring offline marketing dollars to online campaigns can generate savings and a higher ROI at the same time. But you need a plan. This is the slide portion of a webinar that covers strategies for managing the transition. Be sure to download the audio portion from ConversationMarketing.com.

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Transcript of "Moving Your Offline Marketing Budget Online"

  1. 1. Moving your offline marketing budget online. Ian Lurie Portent Interactive
  2. 2. No magic formula
  3. 3. You need a plan
  4. 4. You need to think
  5. 5. A primer
  6. 6. seo ppc e-mail display ‘social media’
  7. 7. seo ??? ppc direct e-mail direct display print/display ‘social media’ pr
  8. 8. Setting the foundation
  9. 9. The worst case
  10. 10. Audience
  11. 11. Competition
  12. 12. Infrastructure
  13. 13. Infrastructure Analytics
  14. 14. Infrastructure Iteration
  15. 15. Infrastructure Support
  16. 16. Waiting
  17. 17. Assets
  18. 18. Assets E-mail List
  19. 19. Assets Rankings
  20. 20. Assets Brand
  21. 21. Assets X
  22. 22. Set a baseline
  23. 23. Goals
  24. 24. Goals Value value/click = customer value x lead conversion rate x final conversion rate x
  25. 25. What to cut
  26. 26. What to keep
  27. 27. Online Offline
  28. 28. Descriptive Teasing
  29. 29. Timing
  30. 30. Seasonality
  31. 31. Timing, 2
  32. 32. Your brand
  33. 33. Your brand Listen
  34. 34. Your brand Let go
  35. 35. Your brand Engage
  36. 36. Results
  37. 37. Results Analytics
  38. 38. Results Value
  39. 39. Results Connect
  40. 40. Expectations
  41. 41. Expectations Timeframes
  42. 42. Expectations Iteration
  43. 43. Expectations Costs
  44. 44. Expectations Labor
  45. 45. Expectations ROI
  46. 46. The Team
  47. 47. The Team Test
  48. 48. No Miracle Cures
  49. 49. Questions? Ian Lurie ian@portent.com ConversationMarketing.com Twitter: @portentint
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