Evolution of Online Marketing

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Visual depiction of the evolution of online marketing highlighting the next wave-- relationship management.

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Evolution of Online Marketing

  1. 1. Direct Results 2003-2010 2011 and Beyond Experimentation  Value: Web as a promotional channel  Customer Experience Consumption of online content begins in mass- mainly information without interaction.  Primary Goals: Trial a new media concept, gain eyeballs, replicate offline mass media strategy  Measurements: Cost per impression  Popular Tactics: – Branding – buttons, banners – E-mail – newsletters, list rentals 1996-2002  Value: Web as a direct results channel  Purchasing Experience Web as chief research option with information disseminated through multiple sources and the emergence of collaboration  Primary Goals: Drive Web site traffic and generate leads to directly support sales  Measurements: Cost per lead and cost per click  Popular Tactics: – Search ads – Lead generation - white papers, webcasts – Branding - IMUs, microsites – E-mail - list rentals  Value: Web as a relationship management channel  Purchasing Experience Collaboration through multiple platforms to research and make workplace decisions  Primary Goals: Engaging prospects and customers outside of the company’s Web site and through numerous platforms  Measurements: Cost per customer acquisition, client retention, content creation, company mentions, and advocates nurtured  Popular Tactics: – Employee participation in relevant communities – Integration of company IP into various platforms – Lead nurturing via social CRM – Successful direct tactics Relationship VISION: THE EVOLUTION OF ONLINE MARKETING

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