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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 …

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

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