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Interactive Marketing Strategies


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My presentation made to an MBA class new to interactive/digital marketing

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Interactive Marketing Strategies

  1. 1. Dynamic Digital Marketing Strategies <ul><li>David Mullings </li></ul>
  2. 2. Fun Facts <ul><li>If Facebook was a country, it would be the World’s 4th largest </li></ul><ul><li>Figures for the week ending March 13, 2010 showed that Facebook accounted for 7.1% of US web traffic, compared with Google’s 7.0% </li></ul>
  3. 3. Why Digital? <ul><li>“Audience on demand” - digital will allow marketers to buy an audience instead of space in media </li></ul><ul><li>Create relationships for a new era </li></ul><ul><li>Get invited to the consumer conversation - social </li></ul>
  4. 4. Purpose <ul><li>Only one part of the marketing mix </li></ul><ul><li>“Prove that you are listening...” </li></ul><ul><li>“Awareness is over-rated. Focus on building positive opinion” </li></ul><ul><li>“Influencing Opinion is key” </li></ul>
  5. 5. Web 1.0 Strategy “ Pull” Strategy users website ads
  6. 6. Web 2.0 Strategy “ Push” Strategy users content users users
  7. 7. Digital Outposts
  8. 8. Opportunities <ul><li>Digital Marketing </li></ul><ul><ul><li>email marketing </li></ul></ul><ul><ul><li>banner advertising </li></ul></ul><ul><ul><li>search engine marketing </li></ul></ul><ul><ul><li>social media </li></ul></ul><ul><ul><li>blogging </li></ul></ul>
  9. 9. Tim Armstrong, President, Advertising and Commerce, North America, Google “ Interrupting people is not as important as being with them”
  10. 10. Email Marketing
  11. 11. Want to know? <ul><li>How many people received? </li></ul><ul><li>How many people opened? </li></ul><ul><li>What did they click on? </li></ul><ul><li>Did they share it? </li></ul>
  12. 12. Now You Can
  13. 13. Clicks
  14. 14. Track History
  15. 16. Case Studies
  16. 18. Creating Relationships
  17. 19. Relationships for a New Era
  18. 20. Social Advertising - Does it work? <ul><li>Focus on creating a conversation with consumers - value exchange is key </li></ul><ul><li>Couponing and custom products - Levi’s/Air Jordan </li></ul>
  19. 21. Levi’s and Air Jordan <ul><li>2,323 sets only </li></ul><ul><li>US$395 per set </li></ul><ul><li>Press release </li></ul><ul><li>Facebook countdown widget </li></ul><ul><li>Sold out in 30 mins </li></ul>
  20. 22. Real Campaign
  21. 23. Case Studies <ul><li>Mariah Carey Fan Club Remix competition </li></ul><ul><li>Original song and video </li></ul><ul><li>The RealVibez Approach </li></ul><ul><li>Results? </li></ul>
  22. 24. Results? <ul><li>45,000 views in 2 weeks </li></ul><ul><li>Placed 20th out of 1,200 entries </li></ul><ul><li>Secured direct link to Nick Cannon (He likes the remix) </li></ul><ul><li>Video picked up by RE TV locally </li></ul><ul><li>Song picked up by Zip, Fame, Hot 102 </li></ul><ul><li>Cezar contacted numerous times for interviews </li></ul><ul><li>Lots of blog and forum exposure </li></ul>
  23. 25. Balancing Innovation, Results & Predictability <ul><li>Digital age has challenges - the tyranny of ‘more’ </li></ul><ul><li>Marketing is the only public function </li></ul>
  24. 26. Balancing Innovation, Results & Predictability <ul><li>Get customers to see and use you differently </li></ul><ul><li>Ready, Fire, Aim - experience is better than planning </li></ul><ul><li>80/20 rule </li></ul>
  25. 27. Balancing Innovation, Results & Predictability <ul><li>Avoid the short-term trap </li></ul><ul><li>Marketplace results matter most </li></ul><ul><li>ROI total vs. Individual totals </li></ul><ul><li>What is new vs. Last year </li></ul><ul><li>Sometimes you just go for it </li></ul>
  26. 28. Michael Linton, SVP & CMO, eBay “ You may not need to be everywhere if it does not fit your business model”
  27. 29. Social Advertising - Does it work? <ul><li>Not ‘social media marketing’, ‘social influence marketing’ - Terry, Avenue A|Razorfish </li></ul><ul><li>Creating a community around a brand </li></ul>
  28. 30. Sam Chadha’s Rules Director of Marketing, Deodorants, Unilever Director of Marketing, Deodorants, Unilever
  29. 31. The distribution strategy is just as important as the creative strategy
  30. 32. Viral is an outcome, not something you build
  31. 33. Forget about ‘cool’, ‘relevance’ is what matters
  32. 34. Create engaging, relevant and quality content for users in your target demographic
  33. 35. Social Advertising - Does it work? <ul><li>“If you are still measuring just CTR, get a new agency” </li></ul><ul><li>Engagement matters and social applications and networks offer that in spades </li></ul>
  34. 36. Final Thought <ul><li>&quot;Whether it's over the air or on the Internet, it's about content, and online it's our strategy to reach people wherever they are and bring our content to them.&quot; </li></ul><ul><li>Leslie Moonves, President and CEO, CBS Corp. </li></ul>
  35. 37. Questions? <ul><li>David Mullings </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>407-513-2801 </li></ul>