MKTT 4003 Internet marketing campaign development

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Campaign development for U of Arkansas Marketing.

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MKTT 4003 Internet marketing campaign development

  1. 1. LinkedIN• Look for Public Profile:
  2. 2. Internet Marketing Campaign Development#InternetMarketing @AngelaBelford
  3. 3. Competitive Analysis • Decide 3 appropriate competitors • Make a spreadsheet of comparison – Website – FaceBook – Twitter – YouTube#InternetMarketing @AngelaBelford
  4. 4. Branding • Who are you? • What do you do? • Why does it matter?#InternetMarketing @AngelaBelford
  5. 5. Brand Storytelling Facts tell, stories sell - DUH#InternetMarketing @AngelaBelford
  6. 6. Target Market • Target market should be described in demographic terms – Gender – Age – Stage of Life (with or without children, retired, recent graduate) – Profession – Income – Other identifiers (homeowner, unemployed)#InternetMarketing @AngelaBelford
  7. 7. Persona Development Personas describe your target market as fictional people Persona stories refer to the pain points that can be addressed by the products or services#InternetMarketing @AngelaBelford
  8. 8. Goals • Why are you doing an internet marketing plan? – Generate leads – Increase sales – Improve top of mind awareness – Increase traffic to website – Increase social media engagement#InternetMarketing @AngelaBelford
  9. 9. Bottom line goal Increase revenue and increase conversions#InternetMarketing @AngelaBelford
  10. 10. Content Plan Having a cohesive message across a number of channels can really boost the message and help maintain top of mind awareness#InternetMarketing @AngelaBelford
  11. 11. Creativity Required • Content needs to add value – Educate – Entertain – Add personality to your brand#InternetMarketing @AngelaBelford
  12. 12. Monthly Themes There are 12 months in the year, each of them needs to address a pain point for our persona (duplicates allowed)#InternetMarketing @AngelaBelford
  13. 13. SEO – Search Engine Optimization • All content has 2 audiences – Humans – Internet robots – called spiders#InternetMarketing @AngelaBelford
  14. 14. Measurement Tools • FaceBook Insights • Google Analytics#InternetMarketing @AngelaBelford
  15. 15. Internet marketing KPIs• Total visitors to website• Total new visitors to website• Most popular website landing pages (the first page the visitors come to)• Number of new leads• Source of visitors, particularly new visitors, to website (where did they come from?)• Return on Investment (ROI)• Gross sales
  16. 16. Google Analytics – Visitors Flow
  17. 17. Social Visitors Flow
  18. 18. FaceBook Insights

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