The Power of Traditional and Digital Marketing

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The Power of Traditional and Digital Marketing

  1. 1. Listen, Learn, and Engage<br />The Power of Traditional and Digital Marketing for Small Businesses<br />Presented by: Jeff Mello<br />Founder, Evolution of Communication<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />1<br />
  2. 2. Listen, Learn, and Engage<br />Who am I?<br />Founder of Evolution of Communication, an interactive agency based in Atlanta<br />Co-Founder of BuzzCal.com, an online sport’s calendar<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />2<br />
  3. 3. Listen, Learn, and Engage<br />Exposure I received in USA Today<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />3<br />
  4. 4. Listen, Learn, and Engage<br />Enough about me…onto why we are here!<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />4<br />
  5. 5. Listen, Learn, and Engage<br />Goal: <br />To teach the power of Traditional and Digital Marketing to attract new customers and keep existing customers.<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />5<br />
  6. 6. Listen, Learn, and Engage<br />We will cover:<br /><ul><li> The changing marketing landscape
  7. 7. How Traditional and Digital Marketing can help you attract new customers and keep existing customers </li></ul>Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />6<br />
  8. 8. Listen, Learn, and Engage<br />The changing marketing landscape<br />It used to be easy for companies to reach consumers through the Traditional Marketing channels of Newspaper, TV, Radio, Direct Mail, Yellow Pages, Billboards, etc.<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />7<br />
  9. 9. Listen, Learn, and Engage<br />The changing marketing landscape<br />That was then…this is now!<br />The Evolution of Communication has begun!<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />8<br />
  10. 10. Listen, Learn, and Engage<br />The changing marketing landscape<br />Traditional Media Audiences<br />Economic Downturn<br />Changing Consumer Media Consumption<br />Digital Media Audiences<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />9<br />
  11. 11. Listen, Learn, and Engage<br />The changing marketing landscape<br />The changing media consumption habits by consumers, the global downturn, and the continued loss of audience by Traditional Media has transformed the way companies reach their customers.<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />10<br />
  12. 12. The changing marketing landscape:<br />Newspaper<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />11<br />
  13. 13. The changing marketing landscape:<br />Network TV<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />12<br />
  14. 14. The changing marketing landscape:<br />Cable TV<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />13<br />
  15. 15. The changing marketing landscape:<br />News Talk Radio<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />14<br />
  16. 16. Listen, Learn, and Engage<br />The changing marketing landscape<br />The market research and investment banking firm Veronis Suhler projects that by 2013, after the economic recovery, three elements of old media -- newspapers, radio and magazines -- will take in 41% less in ad revenues than they did in 2006.<br />Source: Pew Research, “State of the News Media 2010” March 15, 2010<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />15<br />
  17. 17. Listen, Learn, and Engage<br />The changing marketing landscape<br />How does the decrease in audience and revenue for these Traditional Media channels benefit your business?<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />16<br />
  18. 18. Listen, Learn, and Engage<br />The changing marketing landscape<br />You now can reach your target consumer more cost effectively than in the past. Supply is up and demand is down.<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />17<br />
  19. 19. The changing marketing landscape:<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />18<br />
  20. 20. Listen, Learn, and Engage<br />The changing marketing landscape<br />The Digital Revolution is here!<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />19<br />
  21. 21. The changing marketing landscape<br />Years to reach 50 Million Users…<br /><ul><li> RADIO - 38 Years
  22. 22. TV – 13 Years
  23. 23. INTERNET – 4 Years
  24. 24. iPOD – 3 Years
  25. 25. FACEBOOK – Added 200 Million users in less than 1 year! </li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />20<br />
  26. 26. The changing marketing landscape<br />1995 Internet Users<br />45.1 Million<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />21<br />
  27. 27. The changing marketing landscape<br />2000 Internet Users<br />420 Million<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />22<br />
  28. 28. The changing marketing landscape<br />September 2009 Internet Users<br />1.73 Billion<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />23<br />
  29. 29. The changing marketing landscape<br />Number of emails sent on the Internet in 2009<br />90 Trillion<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />24<br />
  30. 30. The changing marketing landscape<br />Percent of spam email<br />81%<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />25<br />
  31. 31. The changing marketing landscape<br />Number of websites as of December 2009<br />234 Million<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />26<br />
  32. 32. The changing marketing landscape<br />Number of blogs on the Internet<br />126 Million<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />27<br />
  33. 33. The changing marketing landscape<br />As of May 2009, the number of Americans 13+ who own a mobile device<br />234 Million<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />28<br />
  34. 34. Growing Your Business<br />How Traditional and Digital Marketing can help you attract new customers and keep existing customers <br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />29<br />
  35. 35. Grow Your Business<br />Step 1: Identify Your Consumers<br />Remember the Pareto Principle better known as the 80/20 rule as applied to business…80% of your company revenue will come from 20% of your customers! We need to identify your 20%! <br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />30<br />
  36. 36. Grow Your Business<br />Step 1: Identify Your Consumer<br />Identifying the 20%:<br /><ul><li> What does your best customer look like?
  37. 37. Male/Female?
  38. 38. Age
  39. 39. Married
  40. 40. Do they have children?
  41. 41. Income level?
  42. 42. Favorite Leisurely activities?
  43. 43. Where do they live?
  44. 44. Anything else about their lifestyle?
  45. 45. How do they like receiving information from you? </li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />31<br />
  46. 46. Grow Your Business<br />Step 1: Identify Your Consumer<br />Once we know everything there is to know about your best customers we can then devise the best marketing strategy to keep them coming back to your company and not your competition.<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />32<br />
  47. 47. Grow Your Business<br />Step 2: Build your online content platform <br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />33<br />
  48. 48. Grow Your Business<br />Step 2: Build your online content platform <br />Your company needs an online content platform to engage with existing and potential customers.<br /><ul><li> Clearly define your company’s value to the viewer
  49. 49. Easy navigation
  50. 50. Uncluttered feel
  51. 51. Create ways in which the viewer can engage with your company
  52. 52. Give reason to come back to your website
  53. 53. Keyword strategy as part of your content strategy
  54. 54. Search Engine Optimized (SEO)
  55. 55. Blog
  56. 56. Include social media channels
  57. 57. Google Analytics </li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />34<br />
  58. 58. Grow Your Business<br />Step 2: Build your online content platform <br />Keyword/Content Strategy:<br /><ul><li> Identify the popular keywords within your Industry
  59. 59. Identify search volume within your target market
  60. 60. Identify keywords which you can own.
  61. 61. Build your content based on Industry keyword knowledge </li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />35<br />
  62. 62. Grow Your Business<br />Step 2: Build your online content platform <br />Blog:<br /><ul><li> One of the most powerful tools of your content platform
  63. 63. Place for viewers to get to know you and your company
  64. 64. Creates the human touch
  65. 65. Allows your company to engage consumers
  66. 66. Creates fresh content which search engines love.
  67. 67. Can drive your company’s search engine rankings
  68. 68. People do business with people…especially ones they trust
  69. 69. You can become a resource in your Industry</li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />36<br />
  70. 70. Grow Your Business<br />Step 2: Build your online content platform <br />Social Media Channels:<br /><ul><li> Include social media components on your platform
  71. 71. Allows additional ways to engage with your consumers
  72. 72. Keeps consumers in your sales funnel </li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />37<br />
  73. 73. Grow Your Business<br />Step 2: Build your online content platform <br />Monthly eNewsletter:<br /><ul><li> Way to create an email database
  74. 74. Allows you to stay in contact with your consumers
  75. 75. Can drive awareness around special events/promotions
  76. 76. Keeps them in the sales funnel
  77. 77. Revenue creation</li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />38<br />
  78. 78. Grow Your Business<br />Step 2: Build your online content platform <br />Google Analytics:<br /><ul><li> Provides actionable statistics about your website
  79. 79. Unique Page Views
  80. 80. Traffic sources
  81. 81. Popular content
  82. 82. Keywords used</li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />39<br />
  83. 83. Grow Your Business<br />Step 3: Creating the social media channels<br />Decide which social media channels your consumers are using and create those channels first.<br />You only have so much time in your day to devote towards marketing so ensure you are using the right channels to reach your consumers.<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />40<br />
  84. 84. Grow Your Business<br />Step 3: Creating the social media channels<br />When creating your social media channels ensure you use the same name, logo, and basic information whenever possible. <br />Consumers travel across multiple communication channels and you want your company to be easily identifiable. <br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />41<br />
  85. 85. Grow Your Business<br />Step 3: Creating the social media channels<br />YouTube (Video Sharing):<br /><ul><li> Hosts user-generated and professional video content
  86. 86. The second largest search engine after Google
  87. 87. Third most visited website
  88. 88. 14 Billion videos viewed in May 2010</li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />42<br />
  89. 89. Grow Your Business<br />Step 3: Creating the social media channels<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />43<br />
  90. 90. Grow Your Business<br />Step 3: Creating the social media channels<br />Facebook (Social Network):<br /><ul><li> Hosts user-generated pictures, videos, status updates, and games
  91. 91. As of February 2010 had 400 Million active users
  92. 92. Allows users to create a network of friends and companies they “Like”
  93. 93. Once a user “Likes” you then they will receive your status updates in their newsfeed
  94. 94. Fastest growing demographic…55-65 year olds</li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />44<br />
  95. 95. Grow Your Business<br />Step 3: Creating the social media channels<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />45<br />
  96. 96. Grow Your Business<br />Step 3: Creating the social media channels<br />Twitter (Social Networking/Microblogging):<br /><ul><li> Allows users to send and read short messages called “tweets” from other users
  97. 97. Messages can only be a maximum of 140 characters in length
  98. 98. Users freely share their opinions about anything in real-time
  99. 99. Unlike Facebook, on Twitter you can speak directly to anyone by using the “@” sign in front of their Twitter username
  100. 100. One of the fastest growing social networks
  101. 101. 190 Million users</li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />46<br />
  102. 102. Grow Your Business<br />Step 3: Creating the social media channels<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />47<br />
  103. 103. Grow Your Business<br />Step 3: Creating the social media channels<br />LinkedIn (Social Networking):<br /><ul><li> Professional networking site
  104. 104. Users create their profile which is similar to their online resume
  105. 105. Companies can create their profile and link to their employees LinkedIn accounts
  106. 106. Users can provide status updates similar to Facebook, Twitter, and other social networking sites
  107. 107. Can start or join groups with similar professional interests
  108. 108. Great source for recruitment of new employees
  109. 109. An online rolodex of business contacts
  110. 110. 70 Million users</li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />48<br />
  111. 111. Grow Your Business<br />Step 3: Creating the social media channels<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />49<br />
  112. 112. Grow Your Business<br />Step 3: Creating the social media channels<br />Flickr (Image Hosting):<br /><ul><li> Users host and share their photos
  113. 113. As of October 2009 claimed to host 4 billion images
  114. 114. Users can comment on photos
  115. 115. Good for your website’s SEO </li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />50<br />
  116. 116. Grow Your Business<br />Step 3: Creating the social media channels<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />51<br />
  117. 117. Grow Your Business<br />Step 3: Creating the social media channels<br />Foursquare (Location Based Networking):<br /><ul><li> Mobile application in which users “check-in” to venues on their mobile phones and get rewarded points
  118. 118. Have the most “check-ins” and become Mayor of a venue
  119. 119. Companies can offer specials to the users of Foursquare to encourage visits
  120. 120. As of June 2010 has almost 1.4 million users and growing quickly</li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />52<br />
  121. 121. Grow Your Business<br />Step 3: Creating the social media channels<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />53<br />
  122. 122. Grow Your Business<br />Step 4: Start Engaging<br />Your content platform is set so now go and engage with consumers on the social media channels you have setup and drive them back to your content. Be proactive not reactive!<br /><ul><li> Creates awareness for your company
  123. 123. Creates revenue opportunities
  124. 124. Helps with Search Engine Optimization</li></ul>Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />54<br />
  125. 125. Grow Your Business<br />How Digital and Traditional Marketing work together<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />55<br />
  126. 126. Grow Your Business<br />How Digital and Traditional Marketing work together<br />Digital and Traditional Marketing can both be used to pull new consumers into your sales funnel. <br />Once you create a new customer you can utilize the strength of your digital marketing to keep your customers coming back <br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />56<br />
  127. 127. Grow Your Business<br />How Digital and Traditional Marketing work together<br />The Traditional Marketing methods of TV, Radio, Print, Billboards, etc. create an awareness for your company to drive consumers but they are one way message mediums! <br />Consumers cannot interact with these messages.<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />57<br />
  128. 128. Grow Your Business<br />How Digital and Traditional Marketing work together<br />Once you create a new customer you can utilize your content platform to constantly engage with them and keep them from choosing your competition.<br />Consumers can interact with these messages and take ownership.<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />58<br />
  129. 129. Grow Your Business<br />This presentation is available for download at the following:<br />http://www.slideshare.net/evolutionofcommunication<br />Listen, Learn, and Engage<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />59<br />
  130. 130. Listen, Learn, and Engage<br />For more details on Evolution of Communication please contact:<br />Jeff Mello<br />Founder, Evolution of Communication<br />p: 404-579-0911<br />e:jeffmello@evolutionofcommunication.com<br />w: http://evolutionofcommunication.com<br />f: http://www.facebook.com/evolutionofcommunication<br />t: @eoc_jeff<br />Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended client only<br />60<br />

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