Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Online Marketing (Long)

1,304 views

Published on

My presentation at the LaGrange Troup County Chamber of Commerce Small Business Week luncheon on May 21, 2009

Published in: Business, Technology
  • Be the first to comment

Online Marketing (Long)

  1. 1. Online Marketing Modern day marketing tactics to help you reach new customers, build your brand, and improve loyalty
  2. 2. But First What type of online marketing has the highest ROI of ANY form of marketing, online or off?
  3. 3. State of the Industry
  4. 4. Industry Growth Social Media Email Marketing Search Marketing Total $60 B $45 B $30 B $15 B $0 B 2008 2009 2010 2011 2012 2013 2014
  5. 5. Rise of Social Media Mobile Marketing Social Media Email Marketing $4 B $3 B $2 B $1 B $0 B 2008 2009 2010 2011 2012 2013 2014
  6. 6. Shift in Spending Percentage of Marketing Budget in Online Marketing 20% 15% 10% 5% 0% 2008 2009 2010 2011 2012 2013 2014
  7. 7. Online Advertising
  8. 8. Benefits
  9. 9. Benefits • Measurability
  10. 10. Benefits • Measurability • Highly Targeted
  11. 11. Benefits • Measurability • Highly Targeted • Permission Marketing
  12. 12. Benefits • Measurability • Highly Targeted • Permission Marketing • Interaction
  13. 13. Types of Online Ads
  14. 14. Types of Online Ads • Text Ads
  15. 15. Types of Online Ads • Text Ads • Display Ads
  16. 16. Types of Online Ads • Text Ads • Display Ads • Video Ads
  17. 17. Types of Online Ads • Text Ads • Display Ads • Video Ads • Rich Media or Flash Ads
  18. 18. Types of Online Ads • Text Ads • Display Ads • Video Ads • Rich Media or Flash Ads • Popups and Popunders
  19. 19. Ways to Purchase • CPM - Cost per Mille • CPC - Cost per Click • CPA - Cost per Action
  20. 20. Targeting
  21. 21. Targeting • What is “qualified”?
  22. 22. Targeting • What is “qualified”? • Keyword Targeting
  23. 23. Targeting • What is “qualified”? • Keyword Targeting • Demographic Targeting
  24. 24. Targeting • What is “qualified”? • Keyword Targeting • Demographic Targeting • Behavioral Targeting
  25. 25. Targeting • What is “qualified”? • Keyword Targeting • Demographic Targeting • Behavioral Targeting • Geotargeting
  26. 26. Advertising on Search Engines
  27. 27. Example of Targeting
  28. 28. Campaign Structure • Campaign • Ad Groups • Ads • Keywords
  29. 29. Creating Text Ads • Headline • Body • Display URL
  30. 30. Writing an Effective Ad • Include Keyword Phrases • Call to Action • Brand Names • Scarcity • Third Party Validation
  31. 31. Display Ads • All Shapes and Sizes • Brand Consistency • Simple is Better
  32. 32. Online Advertising Metrics
  33. 33. Online Advertising Metrics • Cost per Conversion
  34. 34. Online Advertising Metrics • Cost per Conversion • Return on Investment
  35. 35. Online Advertising Metrics • Cost per Conversion • Return on Investment • Profitability
  36. 36. Optimizing • Click-Through Rate • Optimizing Ads • Optimizing Your Landing Page
  37. 37. Google Services • Google Analytics • Google Website Optimizer • Google Keyword Tool • Google Traffic Estimator
  38. 38. Email Marketing
  39. 39. Benefits • Cost Effective • Builds Relationships • High Return on Investment
  40. 40. Rule #1
  41. 41. Rule #1 Get Permission!
  42. 42. Building Your List • Ask Your Customers • Form on Your Website • Giveaways • Perks
  43. 43. Creating Your Email • Reply-to Email Address • From Name • Subject Line • Email Body
  44. 44. Getting Conversions • Clear Call to Action • Landing Page • Simple is Better
  45. 45. Email Best Practices • Best Times to Send • Frequency of Emails?
  46. 46. Spam and the Law • Address and Contact Information • Accurate Information • Opt-Out - Within One week • Don’t Use “Scraped” Email Addresses
  47. 47. Email Providers • MailChimp • VerticalResponse • Campaigner • Emma
  48. 48. 21st Century PR
  49. 49. What is Public Relations? The practice of managing the public image of a company, organization, or person.
  50. 50. Do I still need to write press releases? • Short answer, maybe. • What are they good for? • SEO • Traffic • Buzz • Other ways to disseminate information
  51. 51. When should you write a press release? • Announce a new product or service • Case studies with clients/customers • New employees • Awards or third party recognition
  52. 52. What to Include? • Just text?? • Logo/Photos • Video • Hyperlinks • Quotes
  53. 53. Sample Press Release Photo,Video Quotes Hyperlinks
  54. 54. Video Links Text Graphics
  55. 55. Sending Press Releases • Emailing Journalists Directly • Online Newswires • Your Website • Bloggers
  56. 56. Newswires PAID FREE • PRweb.com • PR.com • eReleases.com • PRLog.com • Marketwire.com • 24-7pressrelease.com • BusinessWire.com • PRLeap.com
  57. 57. Social Media
  58. 58. Social Media
  59. 59. Word of Mouth • Your customers are talking about you whether you participate or not.
  60. 60. Types • Blogging • Social News • Microblogging • Podcasts • Photo Sharing • Online Forums • Video Sharing • Networking/Community • Bookmarking
  61. 61. Rule #1
  62. 62. Rule #1 Be Human
  63. 63. Steps to Participation • Listen • Join • Participate • Create
  64. 64. Listen • Every social network has unspoken rules • Spamming isn’t cool • Take time to get to know your customers
  65. 65. Join • Where? • What’s appropriate? • How to maintain? • Tips...
  66. 66. Participate • When it’s appropriate? • When it’s not... • Ways to participate: • Comment • Bookmark • Post News
  67. 67. Create • Content should be appropriate to your brand and product or service • Blogs and social networking sites like Facebook are a great place to start! • Branch out to other areas as appropriate to your audience
  68. 68. Transparency... • Double-edged sword • Be cautious • Create a social media policy http://123socialmedia.com/2009/01/23/ social-media-policy-examples/ http://gretemangroup.com/blog/index.php/ 2009/01/social-media-policy/
  69. 69. Monitoring Your Brand
  70. 70. Why Should You Monitor Your Brand? • Motrin (cool to wear your baby?) • Domino’s Pizza (extra toppings?) • Dell (fiery batteries) • Amazon.com (#amazonfail)
  71. 71. And...
  72. 72. And... ... because Google sees all.
  73. 73. What to Monitor? • Mentions of your company name • Key employees’ names • Product or Trademark Names • Competitors Names
  74. 74. Monitoring Techniques • RSS - Really Simple Syndication • Google Alerts • Technorati Blog Search • Twitter Search • Trackur, Backtype, other services
  75. 75. Wrapping Up
  76. 76. Slides & Video Slides and video will be posted to brandoneley.com
  77. 77. Brandon Eley Interactive Director, Kelsey Advertising & Design brandon@kelseyads.com Online Marketing Inside Out Released May 2009 www.brandoneley.com www.kelseyads.com
  78. 78. Online Marketing Inside Out by Brandon Eley & Shayne Tilley Chapter 1: The Changing Face of Marketing Chapter 2: 21st Century PR and Media Chapter 3: Turn Page Views into Profit Chapter 4: Search Engine Optimization Chapter 5: Social Media Chapter 6: Email Marketing Chapter 7: Affiliate Marketing Chapter 8: Online Advertising Chapter 9: Tying It All Together

×