Online Marketing  Session II: Strategy
Our Flight Plan
Our Flight Plan1:00 - 1:15 Review
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2...
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2...
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2...
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2...
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2...
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2...
Goals
Goals•   Defining Your Target Market
Goals•   Defining Your Target Market      •   What’s Relevant
Goals•   Defining Your Target Market      •   What’s Relevant      •   What Works (Frequency, Tools, Medium)
Goals•   Defining Your Target Market      •   What’s Relevant      •   What Works (Frequency, Tools, Medium)      •   Gener...
Goals•   Defining Your Target Market      •    What’s Relevant      •    What Works (Frequency, Tools, Medium)      •    Ge...
Goals•   Defining Your Target Market      •    What’s Relevant      •    What Works (Frequency, Tools, Medium)      •    Ge...
Goals•   Defining Your Target Market      •    What’s Relevant      •    What Works (Frequency, Tools, Medium)      •    Ge...
Goals•   Defining Your Target Market      •    What’s Relevant      •    What Works (Frequency, Tools, Medium)      •    Ge...
Goals•   Defining Your Target Market      •    What’s Relevant      •    What Works (Frequency, Tools, Medium)      •    Ge...
Goals•   Defining Your Target Market      •    What’s Relevant      •    What Works (Frequency, Tools, Medium)      •    Ge...
Goals•   Defining Your Target Market      •    What’s Relevant      •    What Works (Frequency, Tools, Medium)      •    Ge...
The Road Ahead         In 4 Classes
The Road Ahead                    In 4 ClassesResearch
The Road Ahead                       In 4 ClassesResearch   Strategy
The Road Ahead                                  In 4 ClassesResearch   Strategy   Execution
The Road Ahead                                  In 4 ClassesResearch   Strategy   Execution         Measure
Successful Marketing
Successful Marketing   Research
Successful Marketing    Strategy   Research
Successful Marketing   Execution    Strategy   Research
Successful Marketing    Measure   Execution    Strategy   Research
Successful Marketing               Version 2.0                 Adapt    Measure   Execution    Strategy   Research
Successful Marketing               Version 2.0                 Adapt    Measure   Execution    Strategy   Research
Traditional Marketing               3 Channels
Traditional Marketing               3 Channels
Traditional Marketing               3 Channels
Traditional Marketing                3 Channels  The Message
TodayInfinite Channels
TodayInfinite Channels My Message
TodayInfinite Channels My Message My Medium
TodayInfinite Channels My Message My Medium My Time
Today        Infinite Channels          My Message          My Medium          My Time...and now My Community
Persona                  ResearchThinking Like Your Target Market  Our Mantra:
Persona                  Research     Thinking Like Your Target Market       Our Mantra:We
Persona                  Research         Thinking Like Your Target Market           Our Mantra:We Are
Persona                  Research        Thinking Like Your Target Market          Our Mantra:We Are Not
Persona                  Research        Thinking Like Your Target Market          Our Mantra:We Are Not The
Persona                  Research         Thinking Like Your Target Market           Our Mantra:We Are Not The Target
Persona                  Research         Thinking Like Your Target Market           Our Mantra:We Are Not The Target Market
Persona                                   Research                                                                    Exam...
Market Research          Research           ‘Listening’
Market Research                           Research                                   ‘Listening’Primary Research: Surveys,...
Market Research                           Research                                   ‘Listening’Primary Research: Surveys,...
Principles      Research       Review
Principles              Research                                        Review1. Research is your foundation for all marke...
Principles              Research                                        Review1. Research is your foundation for all marke...
Principles              Research                                        Review1. Research is your foundation for all marke...
Principles              Research                                        Review1. Research is your foundation for all marke...
Principles              Research                                        Review1. Research is your foundation for all marke...
Market Research          Research          Tools to Use
Market Research                           Research                                   Tools to UseSecondary ResearchTrade o...
Market Research                          Research                                  Tools to UseSecondary ResearchTrade org...
Market Research                        Research                               Tools to UseSecondary ResearchTrade organiza...
Market Research                        Research                               Tools to UseSecondary ResearchTrade organiza...
Market Research                        Research                               Tools to UseSecondary ResearchTrade organiza...
Market Research                        Research                               Tools to UseSecondary ResearchTrade organiza...
StrategyStrategy
Strategy•Creators•Conversationalists•Critics•Collectors•Joiners•Spectators•Inactives      Source: http://forrester.typepad...
Strategy        exercise            What Type is Your Persona?forrester.com/empowered/tool_consumer.html
Strategy‘POST’
Strategy‘POST’People
Strategy‘POST’PeopleObjectives
Strategy‘POST’PeopleObjectivesStrategy
Strategy‘POST’PeopleObjectivesStrategyTechnology
Strategy‘POST’
Strategy‘POST’People (Persona)
Strategy‘POST’People (Persona)Objectives (Goals)
Strategy‘POST’People (Persona)Objectives (Goals)Strategy (User Experience)
Strategy‘POST’People (Persona)Objectives (Goals)Strategy (User Experience)Technology
Strategy‘POST’People (Persona)Objectives (Goals)Strategy (User Experience)Technology
Example                     Strategy                                         Clear, MeasurableOccupation: CEO of mid-size ...
Example                     Strategy                                                   Clear, Measurable          Occupati...
Example                     Strategy                                                   Clear, Measurable          Occupati...
Example                     Strategy                                                   Clear, Measurable          Occupati...
Example                     Strategy                                                   Clear, Measurable          Occupati...
Example                     Strategy                                                   Clear, Measurable          Occupati...
Example                     Strategy                                                   Clear, Measurable          Occupati...
Example              Strategy Clear, Measurable
Example                 Strategy                                Clear, MeasurableOBJECTIVES:“Provide free educational cont...
Example         Strategy   Experience
Example         Strategy              ExperienceSTRATEGY
Example         Strategy                                  ExperienceSTRATEGYSelling: Web design services
Example         Strategy                                  ExperienceSTRATEGYSelling: Web design servicesUser Experience
Example          Strategy                                   ExperienceSTRATEGYSelling: Web design servicesUser Experience‘...
Strategyexercise What’s Your Objective and Strategy?
Strategy‘POST’
Strategy‘POST’People (Persona)
Strategy‘POST’People (Persona)Objectives (Goals)
Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)
Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
Strategyexercise Now, work on your partner’s persona
Principles      Strategy       Review
Principles         Strategy                                  Review1. Research, Research, Research
Principles               Strategy                                         Review1. Research, Research, Research2. Identify...
Principles               Strategy                                         Review1. Research, Research, Research2. Identify...
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Online Marketing: Phase II - Strategy

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Montana State University: Online Marketing and Strategy overview

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Online Marketing: Phase II - Strategy

  1. 1. Online Marketing Session II: Strategy
  2. 2. Our Flight Plan
  3. 3. Our Flight Plan1:00 - 1:15 Review
  4. 4. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools
  5. 5. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research
  6. 6. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST
  7. 7. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK
  8. 8. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives
  9. 9. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives3:15 - 3:45 Small Groups - Strategy for someone else
  10. 10. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives3:15 - 3:45 Small Groups - Strategy for someone else3:45 - 4:00 Review
  11. 11. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives3:15 - 3:45 Small Groups - Strategy for someone else3:45 - 4:00 ReviewHomework - Define Strategy
  12. 12. Goals
  13. 13. Goals• Defining Your Target Market
  14. 14. Goals• Defining Your Target Market • What’s Relevant
  15. 15. Goals• Defining Your Target Market • What’s Relevant • What Works (Frequency, Tools, Medium)
  16. 16. Goals• Defining Your Target Market • What’s Relevant • What Works (Frequency, Tools, Medium) • Generating Awareness
  17. 17. Goals• Defining Your Target Market • What’s Relevant • What Works (Frequency, Tools, Medium) • Generating Awareness• Driving Traffic - Monday’s Class: Execution
  18. 18. Goals• Defining Your Target Market • What’s Relevant • What Works (Frequency, Tools, Medium) • Generating Awareness• Driving Traffic - Monday’s Class: Execution • Search (Keywords, Rankings)
  19. 19. Goals• Defining Your Target Market • What’s Relevant • What Works (Frequency, Tools, Medium) • Generating Awareness• Driving Traffic - Monday’s Class: Execution • Search (Keywords, Rankings) • Paid Search
  20. 20. Goals• Defining Your Target Market • What’s Relevant • What Works (Frequency, Tools, Medium) • Generating Awareness• Driving Traffic - Monday’s Class: Execution • Search (Keywords, Rankings) • Paid Search • Using Social Media
  21. 21. Goals• Defining Your Target Market • What’s Relevant • What Works (Frequency, Tools, Medium) • Generating Awareness• Driving Traffic - Monday’s Class: Execution • Search (Keywords, Rankings) • Paid Search • Using Social Media • International and Local Markets
  22. 22. Goals• Defining Your Target Market • What’s Relevant • What Works (Frequency, Tools, Medium) • Generating Awareness• Driving Traffic - Monday’s Class: Execution • Search (Keywords, Rankings) • Paid Search • Using Social Media • International and Local Markets
  23. 23. Goals• Defining Your Target Market • What’s Relevant • What Works (Frequency, Tools, Medium) • Generating Awareness• Driving Traffic - Monday’s Class: Execution • Search (Keywords, Rankings) • Paid Search • Using Social Media • International and Local Markets
  24. 24. The Road Ahead In 4 Classes
  25. 25. The Road Ahead In 4 ClassesResearch
  26. 26. The Road Ahead In 4 ClassesResearch Strategy
  27. 27. The Road Ahead In 4 ClassesResearch Strategy Execution
  28. 28. The Road Ahead In 4 ClassesResearch Strategy Execution Measure
  29. 29. Successful Marketing
  30. 30. Successful Marketing Research
  31. 31. Successful Marketing Strategy Research
  32. 32. Successful Marketing Execution Strategy Research
  33. 33. Successful Marketing Measure Execution Strategy Research
  34. 34. Successful Marketing Version 2.0 Adapt Measure Execution Strategy Research
  35. 35. Successful Marketing Version 2.0 Adapt Measure Execution Strategy Research
  36. 36. Traditional Marketing 3 Channels
  37. 37. Traditional Marketing 3 Channels
  38. 38. Traditional Marketing 3 Channels
  39. 39. Traditional Marketing 3 Channels The Message
  40. 40. TodayInfinite Channels
  41. 41. TodayInfinite Channels My Message
  42. 42. TodayInfinite Channels My Message My Medium
  43. 43. TodayInfinite Channels My Message My Medium My Time
  44. 44. Today Infinite Channels My Message My Medium My Time...and now My Community
  45. 45. Persona ResearchThinking Like Your Target Market Our Mantra:
  46. 46. Persona Research Thinking Like Your Target Market Our Mantra:We
  47. 47. Persona Research Thinking Like Your Target Market Our Mantra:We Are
  48. 48. Persona Research Thinking Like Your Target Market Our Mantra:We Are Not
  49. 49. Persona Research Thinking Like Your Target Market Our Mantra:We Are Not The
  50. 50. Persona Research Thinking Like Your Target Market Our Mantra:We Are Not The Target
  51. 51. Persona Research Thinking Like Your Target Market Our Mantra:We Are Not The Target Market
  52. 52. Persona Research Example Name: Bill Johnson Occupation: CEO of mid-size company. Age: 52 Company: Apartment Renovations Inc. Home: Pasadena, CA Clients: Landlords, Real estate investors Married with 3 kids Culture: Laid back, friendly, professional, quality Oldest of 4 siblingsLifestyle: Bill drives a BMW and lives in an upper middle class neighborhood in Pasadena.His wife is an attorney and they enjoy a high dual income. He dresses well, yet avoids suitsand ties.He recreates by playing golf on the weekends and occasionally surfing. He struggles tobalance his hectic work schedule (60+ hours/week) with family commitments and time withfriends. Bill is a Boomer faced with providing for his kid’s college education, yet alsosupporting his aging parents.Pain Points: Bill is busy and doesn’t have a lot of time to figure out new technologies. Heis looking for ways to get better returns on his marketing dollars, as B2B print ads are notreturning quality leads. He would like to grow his company but needs additional customersthat can appreciate the high-quality service his company provides. He competes on serviceand quality of work. Many of clients are high-end investors who want to attract qualitytenants along the Pacific Coast Highway.
  53. 53. Market Research Research ‘Listening’
  54. 54. Market Research Research ‘Listening’Primary Research: Surveys, Focus Groups
  55. 55. Market Research Research ‘Listening’Primary Research: Surveys, Focus GroupsSecondary Research: Industry Reports, KeywordAnalysis, Database
  56. 56. Principles Research Review
  57. 57. Principles Research Review1. Research is your foundation for all marketing efforts
  58. 58. Principles Research Review1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’
  59. 59. Principles Research Review1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’3. Construct a Persona
  60. 60. Principles Research Review1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’3. Construct a Persona4. Use the free tools available
  61. 61. Principles Research Review1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’3. Construct a Persona4. Use the free tools available5. Note what to measure
  62. 62. Market Research Research Tools to Use
  63. 63. Market Research Research Tools to UseSecondary ResearchTrade organizations - data on big trends
  64. 64. Market Research Research Tools to UseSecondary ResearchTrade organizations - data on big trendsKeyword - Google Trends, Keyword Tool
  65. 65. Market Research Research Tools to UseSecondary ResearchTrade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, Hoovers
  66. 66. Market Research Research Tools to UseSecondary ResearchTrade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, HooversPress - Magazines, Websites
  67. 67. Market Research Research Tools to UseSecondary ResearchTrade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, HooversPress - Magazines, WebsitesFeds Database: SBA, Census
  68. 68. Market Research Research Tools to UseSecondary ResearchTrade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, HooversPress - Magazines, WebsitesFeds Database: SBA, CensusForrester: (coming shortly...today)
  69. 69. StrategyStrategy
  70. 70. Strategy•Creators•Conversationalists•Critics•Collectors•Joiners•Spectators•Inactives Source: http://forrester.typepad.com/groundswell/
  71. 71. Strategy exercise What Type is Your Persona?forrester.com/empowered/tool_consumer.html
  72. 72. Strategy‘POST’
  73. 73. Strategy‘POST’People
  74. 74. Strategy‘POST’PeopleObjectives
  75. 75. Strategy‘POST’PeopleObjectivesStrategy
  76. 76. Strategy‘POST’PeopleObjectivesStrategyTechnology
  77. 77. Strategy‘POST’
  78. 78. Strategy‘POST’People (Persona)
  79. 79. Strategy‘POST’People (Persona)Objectives (Goals)
  80. 80. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (User Experience)
  81. 81. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (User Experience)Technology
  82. 82. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (User Experience)Technology
  83. 83. Example Strategy Clear, MeasurableOccupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
  84. 84. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real estate industry in California”
  85. 85. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real estate industry in California”“Reach decision makers in real estate in greater LA”
  86. 86. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real estate industry in California”“Reach decision makers in real estate in greater LA”“Provide free educational content to CEO’s andMarketing Officers on ways to increase theirprofitability using the web in high-end rental real estatein greater LA”
  87. 87. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real POOR estate industry in California”“Reach decision makers in real estate in greater LA”“Provide free educational content to CEO’s andMarketing Officers on ways to increase theirprofitability using the web in high-end rental real estatein greater LA”
  88. 88. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real POOR estate industry in California” BETTER“Reach decision makers in real estate in greater LA”“Provide free educational content to CEO’s andMarketing Officers on ways to increase theirprofitability using the web in high-end rental real estatein greater LA”
  89. 89. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real POOR estate industry in California” BETTER“Reach decision makers in real estate in greater LA”“Provide free educational content to CEO’s andMarketing Officers on BEST ways to increase theirprofitability using the web in high-end rental real estatein greater LA”
  90. 90. Example Strategy Clear, Measurable
  91. 91. Example Strategy Clear, MeasurableOBJECTIVES:“Provide free educational content to CEO’s andMarketing Officers on ways to increase theirprofitability using the web in high-end rental real estatein greater LA”MEASURABLE: • Increase web traffic from this geography by 30% • Develop a blog around ways to increase profitability • Grow opt-ins for monthly newsletter to 200 • Create videos on “Pain Points” and post to YouTube
  92. 92. Example Strategy Experience
  93. 93. Example Strategy ExperienceSTRATEGY
  94. 94. Example Strategy ExperienceSTRATEGYSelling: Web design services
  95. 95. Example Strategy ExperienceSTRATEGYSelling: Web design servicesUser Experience
  96. 96. Example Strategy ExperienceSTRATEGYSelling: Web design servicesUser Experience‘Our site provides tips and multi-media content thatshows how decision makers in high-end rentals can bemore profitable using the web to keep occupancy highand attract long-term tenants’
  97. 97. Strategyexercise What’s Your Objective and Strategy?
  98. 98. Strategy‘POST’
  99. 99. Strategy‘POST’People (Persona)
  100. 100. Strategy‘POST’People (Persona)Objectives (Goals)
  101. 101. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)
  102. 102. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
  103. 103. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
  104. 104. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
  105. 105. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
  106. 106. Strategyexercise Now, work on your partner’s persona
  107. 107. Principles Strategy Review
  108. 108. Principles Strategy Review1. Research, Research, Research
  109. 109. Principles Strategy Review1. Research, Research, Research2. Identify what ‘Social Technographic’ your persona is
  110. 110. Principles Strategy Review1. Research, Research, Research2. Identify what ‘Social Technographic’ your persona is3. Define Objectives, Strategy, and User Experience

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