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Marketing Roundtable - April 9, 2013 - Advertising Isn't Dead


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In this era of social media, SEO, and mobile many seem to think advertising is somehow passé. Hear from a panel of industry experts how you can harness the latest advertising strategies to achieve solid marketing ROI. We’ll explore best practices for advertising programs, and even turn some of your thinking about advertising on its head with new options you might not be aware of.

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Marketing Roundtable - April 9, 2013 - Advertising Isn't Dead

  1. 1. Marketing Roundtable:Advertising Isn’t Dead April 9, 2013 © Ann Arbor SPARK
  2. 2. Advertising Isn’t Dead… Ann Arbor SPARK 9 April, 2013
  3. 3. What is advertising?
  4. 4. What is advertising?
  5. 5. What is advertising?
  6. 6. What is advertising?
  7. 7. What is advertising?
  8. 8. What is advertising?
  9. 9. The answer?It all is!
  10. 10. Why advertise?
  11. 11. Waste not, want not…“Half the money I spendon advertising is wasted;the trouble is I dont knowwhich half.”John Wanamaker, (attributed)US department store merchant (1838 - 1922)
  12. 12. The ROI multiplierSpend X Creative = ROI
  13. 13. So do something cool…
  14. 14. And not something lame…
  15. 15. Or get creative with media…
  16. 16. Advertising is…• Viable• Scalable• Relevant• Strategic
  17. 17. Outdoor Advertising
  18. 18. Marketing Roundtable Adams Outdoor Advertising
  19. 19. That was then…Marketing Roundtable Adams Outdoor Advertising
  20. 20. This is now… Marketing Roundtable Adams Outdoor Advertising
  21. 21. Outdoor is now immediate… Marketing Roundtable Adams Outdoor Advertising
  22. 22. Then Now Simple Visual and Creative Static Static Tri-Vision Digital Billboard BillboardA billboard will always be a billboard. Marketing Roundtable Adams Outdoor Advertising
  23. 23. Marketing Roundtable Adams Outdoor Advertising
  24. 24. Marketing Roundtable Adams Outdoor Advertising
  25. 25. Marketing Roundtable Adams Outdoor Advertising
  26. 26. Outdoor is… • Trendy, hip and NOW • Always on, never avoidable • Visual, interactive and directional • Used by other mediumsOutdoor can… • Reach everyone, every day • Target specific demographics • Be customized to suite any budget • Make your message larger than life Marketing Roundtable Adams Outdoor Advertising
  27. 27. Want to grow your business?Put your message in front ofpotential customers rightwhen theyre searching forwhat you have to offer.
  28. 28. *
  29. 29. 1. Type in search (keyword or phrase)2. Get results (Ads)3. Click Thru to Landing Page
  30. 30. *
  31. 31. Paid Search / Pay-Per Click*Scalable*Targeted*Timely*Measurable / Reportable*Flexible
  32. 32. *Choose Your Budget – Any amount*Expand with little additional time & effort
  33. 33. *Select Specific Keywords and Phrases – “Denny’s Baconalia”*Restrict Specific Keywords and Phrases*Specific Calls to Action*Narrow or Broaden Audience Location*Audience Demographics & Interests*Time of Day, Day of Week
  34. 34. *Appears exactly when your potential customer is looking*Tie to seasonal sales, events, trade shows, webinars, social media push - Baconalia
  35. 35. * 80% of all web searches are done on Google* YouTube is second largest search engine* Bing / Yahoo / Microsoft* Your competitors are there* On page – auction & quality determines placement
  36. 36. Optimize Using Key Insights from click-through-rate (CTR) and conversions (definable)* Keywords most likely to gain “click-through”* Ad wording most likely to gain “click-through”* Landing pages most likely to convert (sale, phone call, download, time on site)* Can be integrated with marketing automation programs for tracking and lead scoringConstantly developing and testing to optimizeclick-throughs and conversions.
  37. 37. Change any settings now, tomorrow, next month* Budgets* Keywords* Ads* Landing Pages* Entire campaigns
  38. 38. *Use most popular and powerfulkeywords and ads to inform yourother marketing*Enhances & informs organicsearch & social campaigns*Requires maintenance
  39. 39. * Am I turning someone toward a product?*Am I reaching the target market and convincing them to buy?
  40. 40. Advertise:early 15c., "to take notice of,"(12c.), from Latin advertere "turn toward," fromad- "toward" (ad-) + vertere "to turn" (versus).Promotion:Reaching the target market and convincingthem to buy
  41. 41.
  42. 42. Adwords.Google.ComBud Gibson EMU - I.S. DeptKim Brown – kim@sensiblevision.comLocal Agencies – PWB, TWBG
  43. 43. Next Marketing Roundtable: Go Mobile or Go Home May 14, 2013 © Ann Arbor SPARK