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Integrated Marketing and the Web--Duane Sprague


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The basics of establishing an integrated online marketing strategy to leverage all customer touch points. Covers all inbound marketing channels and social media.

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Integrated Marketing and the Web--Duane Sprague

  1. 1. Integrated Marketing and the Web<br />
  2. 2. Push vs. Pull Marketing Inbound vs. Outbound<br />What are the consumer trends today in shopping, research and fact-finding?<br />What are the consumer trends today in media consumption patterns?<br />How does the consumer today find out about new companies, products and solutions?<br />
  3. 3. Push vs. Pull Marketing Inbound vs. Outbound<br />Push marketing is traditional one-way communication where you talk about you and your product <br />Objective: Build reach and frequency for your short, and hopefully compelling and memorable message <br />It’s about “me” (the advertiser)<br />
  4. 4. Push vs. Pull Marketing Inbound vs. Outbound<br />Pull marketing is the new digital space where you engage in a dialog using blogs, podcasts, ebooks, etc. and help solve the target audiences problems <br />Objective: Own specific search terms. Become a publisher of content. Educate, inform, build rapport and confidence, then sell <br />It’s about “You” (the consumer) <br />
  5. 5. Social Media System: Connects you to your market, and your market to your web site<br />
  6. 6. Benefits of an Integrated Strategy<br />More qualified leads with higher close ratios<br />Lower acquisition cost<br />More predictable results<br />More automated lead generation, database building and follow-up process<br />Less money spent on traditional media<br />More word of mouth sales<br />More automated/online sales<br />
  7. 7. IMC<br />
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  10. 10. As your Internet Marketing Experts, Vortex bridges this gap to provide:<br />On and Off-Page Search Visibility, Social Media Optimization, Keyword Optimization, Site Architecture, Meta and Alt Tag Integration, Analytics and Landing Pages. <br />Combining Strategy and Tactics, Code and Design for Online Results. <br />Web <br />Designer<br />(Images and Layout) Right Brain<br />Web Programmer<br />(Code) <br />Left Brain<br />
  11. 11. The Vortex Web Optimization System<br />Offline Media<br />Micro Sites<br />Blog<br />Online Newsroom<br />Web Site<br />Search Engine Optimization On-Page<br />Search Engine Optimization Off-Page<br />Social Media Optimization <br />
  12. 12. Keyword Analysis for “Intent” <br />Broad terms<br />Brand names<br />Specifics<br />
  13. 13. Keyword Analysis for “Profitability” <br />
  14. 14. Duane’s Bio<br />A California native, Duane has 18 years of experience in executive level sales, marketing, advertising and PR. Specialist in integrated marketing communications, media strategist and digital/internet marketing. Worked with very large and very small companies throughout the U.S. and Canada, including Kodak, IBM, Lexus, Toyota, Hyundai , Utah Jazz, Southwestern Bell, NASCAR, J.D. Power and Associates, ACME Communications, Citadel Communications, University of Utah, Utah Flash, Idaho Stampede, and dozens of smaller companies and start-ups.<br />Contributing author to 3 university textbooks on integrated marketing and branding, and published over 60 articles on marketing and advertising. National speaker and trainer in advertising, media and media sales. Masters in Internet Marketing, University of San Francisco, and Certified in Integrated Marketing Communication, University of Utah. Certified Focus Group Director, Media Buyer, Negotiator and Inbound Marketing Professional. <br />Award winning speaker, writer, marketer and sales professional. <br />Duane is a partner with Pete Codella, APR at Vortex Integrated Marketing. <br /> <br />
  15. 15. Duane “DJ” Sprague<br /><br /><br /><br /><br /><br /><br /><br /><br /><br />