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Email, Social Media and Search in the Overall Marketing Mix   Louise Rijk Vice-President of Marketing & Sales Advanced Media Productions, Inc. Internet Marketing
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Overview - New Marketing Toolkit - Web Site Conversion - Landing Page Optimization - Internet Marketing Strategy and Planning - Cross Channel Marketing Integration
What is Internet Marketing? ,[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Internet Marketing Trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Internet Marketing Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Components of Internet Marketing   E-Mail  Marketing Search Engine Marketing Affiliate  Marketing Website Development Online Display Ad & Rich Media Advertising Search Engine Optimization Search Engine Advertising Social Marketing Online Reputation Management Business Blog Marketing Podcasting WOMM Social Media Marketing & Optimization © Advanced Media Productions, 2007
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Permission-Based Email Marketing © Advanced Media Productions, 2007
Permission-Based Email Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
What is Social Media? ,[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Social Media Sites Social News Web Sites - Digg - Reddit - Newsvine Collaborative Content Aggregators - Wikipedia (text) - Flickr (photos) - YouTube (video) - PodcastAlley (podcasts) - iPodder.org (podcasts) Blog Search Engines - Technorati Shared Bookmarks - Del.icio.us - Furl - Shadow - Diigo © Advanced Media Productions, 2007
Social Media Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Online WOMM and Social Media Marketing Online WOMM Characteristics Social Media Marketing Characteristics Relies primarily on “influencers” to spread the word Spreads by itself through the social web and relies on passing messages along from person to person. Not always relevant to the brand Usually generates a short traffic spike Requires excellent product or service “influencers” can be excited and talk about. Generate brand-awareness and sustained web site traffic Engages customers long term through the product life cycle Message needs to be cool, outrageous or provide exceptional value to attract attention and be passed along Online and Offline Online Only © Advanced Media Productions, 2007
[object Object],Social Media Marketing & WOMM  Why Bother? 70%   43% 36% 22% 21% 19% Source: Emarketer Email Marketing Product Placement Behavioral Marketing Blogs Paid Search Marketing Customer Influence/Word of Mouth © Advanced Media Productions, 2007
Social Media Marketing Putting it all Together © Advanced Media Productions, 2007 Consumers/Evangelists - CGM Marketers Marketers Inform Through Educational Marketing -Online Press Releases Business Blogs - Podcasts RSS Feeds -Brand/Product Websites -Social Networking Website Marketers Promote Through  Online Advertising - Paid Search - Display Advertising - Contextual Advertising - In-Game Advertising Marketers Monitor, Engage Influence,  On-Line Buzz - Blog Postings/Comments - Online Forum Postings Marketers Promote Through CRM/Company Feedback - High Quality, Customer-centric service - Customer Discussion Board - Commitment to High Quality Products and Service Social Media Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Components of Search  Engine Marketing Search Engine Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Search Engine Advertising (Paid Placement) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Internet Yellow Pages ,[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Web Site Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Web Site Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Online Display Ad & Rich Media Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Display Ad & Rich Media Advertising – Display Ads Display Ads
Affiliate Marketing   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
[object Object],Affiliate Marketing © Advanced Media Productions, 2007
The New Marketing Tool Kit Traditional Marketing Tool Kit Internet Marketing Tool Kit © Advanced Media Productions, 2007 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Factors That Affect  Web Site Conversion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Factors That Affect  Web Site Conversion – Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Factors That Affect  Web Site Conversion – Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Web Site Conversion - Ineffective Landing Page Display Ads
Web Site Conversion - Ineffective Landing Page Display Ads
Web Site Conversion – Effective Landing Page Display Ads
Specialized Landing Page (PPC) Product Title Large “Add to Cart” Product name and major keyword in description
Web Site Conversions – Web Site Home Page
Landing Page Optimization Web-Based A/B Split Testing ,[object Object],[object Object],[object Object],© Advanced Media Productions, 2007 Traffic Software Program Page A (old version) Page B (new version) Conversion Conversion
Internet Marketing Plan - Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007
Print Publication Advertising -Magazines -Newspapers -Other Marketing Collateral -Brochures TV/Radio -30 Second Spots Direct Mail -Postcards -Direct mail pieces Trade Shows - Regional and national  Trade show appearances   Search Marketing - Paid Search PPC - Contextual PPC - Organic search - Shopping Comparison Email Marketing - Bi-monthly newsletter - Promotion Offers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Affiliate Marketing - In-house - Affiliate Networks Offline Marketing Online  Marketing Cross Channel Message Consistency Cross-channel Identity/Visual Appearance Consistency Branding, Direct Response Marketing and Customer Retention  Cross Channel Event Timing (Marketing Calendar Cross Channel Marketing Integration Offline Online Internet Marketing © Advanced Media Productions, 2007
Thank You ,[object Object],[object Object],[object Object],[object Object],[object Object],© Advanced Media Productions, 2007

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Internet Marketing -Email, Social Media and Search in the Overall Marketing Mix

  • 1. Email, Social Media and Search in the Overall Marketing Mix Louise Rijk Vice-President of Marketing & Sales Advanced Media Productions, Inc. Internet Marketing
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  • 6. Components of Internet Marketing E-Mail Marketing Search Engine Marketing Affiliate Marketing Website Development Online Display Ad & Rich Media Advertising Search Engine Optimization Search Engine Advertising Social Marketing Online Reputation Management Business Blog Marketing Podcasting WOMM Social Media Marketing & Optimization © Advanced Media Productions, 2007
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  • 10. Social Media Sites Social News Web Sites - Digg - Reddit - Newsvine Collaborative Content Aggregators - Wikipedia (text) - Flickr (photos) - YouTube (video) - PodcastAlley (podcasts) - iPodder.org (podcasts) Blog Search Engines - Technorati Shared Bookmarks - Del.icio.us - Furl - Shadow - Diigo © Advanced Media Productions, 2007
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  • 12. Online WOMM and Social Media Marketing Online WOMM Characteristics Social Media Marketing Characteristics Relies primarily on “influencers” to spread the word Spreads by itself through the social web and relies on passing messages along from person to person. Not always relevant to the brand Usually generates a short traffic spike Requires excellent product or service “influencers” can be excited and talk about. Generate brand-awareness and sustained web site traffic Engages customers long term through the product life cycle Message needs to be cool, outrageous or provide exceptional value to attract attention and be passed along Online and Offline Online Only © Advanced Media Productions, 2007
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  • 19. Display Ad & Rich Media Advertising – Display Ads Display Ads
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  • 26. Web Site Conversion - Ineffective Landing Page Display Ads
  • 27. Web Site Conversion - Ineffective Landing Page Display Ads
  • 28. Web Site Conversion – Effective Landing Page Display Ads
  • 29. Specialized Landing Page (PPC) Product Title Large “Add to Cart” Product name and major keyword in description
  • 30. Web Site Conversions – Web Site Home Page
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