Mktg On $5 Per Day

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Presentation by Bob Boucher, Cole Creative, Boston, at the annual meeting of the Digital Solutions Cooperative (Dscoop), February 21, 2009, Orlando, FL

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  • The title of today’s presentation is Marketing…on $5 a day. Some of you may be old enough to remember the Frommer book series that taught us how to travel around various parts of the world for $5 a day. So, it’s a bit of a take off on that idea. I want to talk about some new low-cost Web 2.0 tools for taking your business in new directions, to find new markets. Many of which you’ve probably heard about, and maybe even used. And looking at the agenda, I think this years meeting could be called the Web 2.0 Dscoop. Many of the marketing sessions will be touching on these themes.
  • Mktg On $5 Per Day

    1. 1. Marketing on $5 a Day Bob Boucher Cole Creative Boston
    2. 2. Cost per piece Purchase-Stan Financial-vania Marketonia Agency Island
    3. 3. You! Digital print Variable data printing PURLs Web-to-print Short-run printing Offset quality Print on demand Generate more leads Increase customer loyalty Produce Literature & DM more efficiently Reinforce brand Attract new customers Deliver marketing ROI Improve database Save money Marketing Solutions Build retail presence
    4. 4. China
    5. 6. “ Ron” Short-run printing VDP PURLs Web-to-print Offset quality Fast turnaround Digital printing Full-color short runs
    6. 7. Ron the Avatar
    7. 8. Marketonia Agency Island
    8. 9. Web 2.0 "In good times people want to advertise. In bad times, they have to.”
    9. 10. Social Networking Paid Search marketing Blogs Viral marketing PPC CTR SEO RSS PPC: Pay per click CTR: Click through rate SEO: Search engine optimization RSS: Really simple syndication Or, Rich Site Summary Organic Search marketing Web 2.0
    10. 11. among human beings.” <ul><li>Marketers agree: Social Networks… </li></ul><ul><li>Create trusted conversations with prospects (70%) </li></ul><ul><li>Build brands (90%) </li></ul><ul><li>Increase web traffic (90%) </li></ul><ul><li>(MarketingSherpa) </li></ul>More personal relationships “ Web-based activities, tools and environments for sharing and discussing information ... Social Networking
    11. 13. Web Strategy Director Internet Presence Manager Online Reputation Strategist PAT SMITH SEO/SEM Consultants
    12. 14. <ul><li>Blogoids: </li></ul><ul><li>Technorati: 133 million blogs tracked </li></ul><ul><li>US: 26.4 million blog readers </li></ul><ul><li>WW: 346 million blog readers </li></ul><ul><li>74% of Internet users read blogs </li></ul><ul><li>Excellent communication tool for: </li></ul><ul><li>Establishing trust and authority </li></ul><ul><li>Lead generation </li></ul><ul><li>Sales </li></ul><ul><li>Online commentary on specific topics </li></ul><ul><li>Regular entries </li></ul><ul><li>2-way communication </li></ul>
    13. 15. Marketing Blogs
    14. 16. Hours spent per day on computer searching blog sites 12” 18” 24” 30” 36” 42” 48” Size of butt 1 hr. 2 hr. 4 hr. 8 hr. 16 hr. 20+ hr.
    15. 21. “ Best ROI” for Web 2.0 Marketing Tools MarketingSherpa 1. Paid search 2. Email 3. SEO
    16. 22. Search Engines Natural, or “organic” search results
    17. 23. 2008 $10b $20b $30b $40b $50b $60b 2011 Source: SearchEngineWatch.com Paid Search Marketing
    18. 24. “ Lights! Camera! Action!” Source: (permissionTV) <ul><li>67% of marketers will use online video in 2009 for: </li></ul><ul><li>Product demos </li></ul><ul><li>Education </li></ul><ul><li>Case studies </li></ul><ul><li>Image quality on the rise for business applications </li></ul>Online Video
    19. 25. Viral Marketing SNP - Social Networking Potential Using social networks to spread brand or product awareness rapidly around the net.
    20. 26. What type of content do marketers want? Case studies on how a company used a product to improve a business process Top 10 lists of ways to improve business New industry research Interviews with top industry analysts Interviews with top industry executives How-to Guide for using a product/service to better advantage Case studies on how a company used a product to learn something new #1 #2 #3 #4 #7 #6 #5 Marketing Sherpa, 2008
    21. 27. Source: MarketingSherpa 2009 Marketers’ priorities in 2009 Resource/ Expertise Challenge Priority Level Low High Low High Social Media Development/Integration Developing Web 2.0 content Developing traditional content Map Content to funnel Marketing Analytics Retention Marketing Identifying new audiences & quality lists Produce Literature & DM more efficiently Generate more leads Increase customer loyalty Reinforce brand Attract new customers Deliver marketing ROI Improve database
    22. 28. Marketonia MU
    23. 29. 30 million users WW Increased 20% since 12/08
    24. 30. Marketing MU
    25. 31. Marketing Groups
    26. 33. Desperately Seeking Solutions!
    27. 35. Develop your contact list with permission
    28. 36. Email Marketing
    29. 37. Top 3 Marketer Priorities for 2009? Find out more about Measuring ROI at RonsWorld.com
    30. 38. Marketing solutions ROI?
    31. 39. Landing Page Optimization Improving the visitor's perception of your website
    32. 40. Measure ROI for your marketing services www.Ron’s World.com Organic Search Results Organic Search Results ROI Marketing services in Phoenix Ron’s Listing
    33. 41. Search Engine Optimization (SEO) Improve the volume and quality of traffic to your site driven by search engines.
    34. 42. Source code Content volume Industry Link popularity Keyword presence
    35. 43. Paid Search Results
    36. 44. Highly targeted Cost-efficient Effective at lead generation and brand building Can be measured instantly Stop, start or refine anytime
    37. 45. Select keywords Establish a budget and maximum “bid” Create your text ad
    38. 46. <ul><li>Clicks </li></ul><ul><li>Impressions </li></ul><ul><li>Click through rate </li></ul><ul><li>Average cost per click </li></ul><ul><li>Average position on results page </li></ul><ul><li>“ Google” results </li></ul><ul><li>“ Search partners” results </li></ul><ul><li>“ Content” results </li></ul>Content Results?
    39. 47. Text ads Image ads Contextual Ads
    40. 48. Conversions x x x 333-555-5555 Identify your campaign goals
    41. 49. Thank you for your order! Here’s your printable receipt. Confirmation/tracking number. Download complete. Tracking Acknowledgement Pages
    42. 50. Links to in-house lead funnel system
    43. 51. Social network and microblog Send messages up to 140 characters Stay in touch with communities vs. individuals
    44. 53. <ul><li>Increase website traffic </li></ul><ul><li>Grow sales </li></ul><ul><li>Enhance customer service </li></ul><ul><li>Monitor brand references </li></ul>
    45. 54. First impressions count Offer a welcome Say Thank You Responsive Be authentic Express personality Share Web 2.0 version
    46. 55. <ul><li>Social media expands your potential customer base </li></ul><ul><li>Best Web 2.0 Marketing ROI value: </li></ul><ul><li>Paid Search Marketing </li></ul><ul><li>Email to house lists </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Online video booming </li></ul><ul><li>Marketers’ priorities </li></ul><ul><li>Attract new customers </li></ul><ul><li>Retain current customers </li></ul><ul><li>Marketing metrics </li></ul>Takeaways
    47. 56. YOU are Web 2.0! Hello! We’re printers ! Where are the pages? Dude?!
    48. 57. Green! Digital Printing Solutions: Measurability Relevance Authenticity Personality Use social networking to: - Expand contacts - Introduce brands - Establish relationships

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