Developing The Ideal Digital Marketing Plan


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For best results driving marketing ROI, integrate proven technologies / tactics with new social media techniques. But, adjusting demand generation and maturation to the stage of the product in its market is critical to effective utilization of resources.

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  • of thumb 5% revenue for marketing, 15% marketing budget to digital
  • Developing The Ideal Digital Marketing Plan

    1. 1. Social Marketing for Small Business<br />Developing the Ideal Marketing Plan<br />presented by<br />Mike Cichon<br />Digital Marketing Practice Director<br />November 17, 2009<br />
    2. 2. Snapshot: Advertising and PR spending<br />Internet advertising (Q1’09)1<br />Online ads on news-owned sites (Q1’09)2<br />PR spending(Q1’09)<br />Radio advertising(1Q’09)3<br />Television advertising(2009)4<br />News print Ad Spending (Q2’09)2<br />Email marketing (CAGR ’09 -’14)5<br />5%<br />13%<br />10%<br />24%<br />20%<br />30%<br />11%<br />2 -- Newspaper Association of America<br />1 -- IAB / PwC <br />3 -- Radio Advertising Bureau.<br />4 -- BIA Advisory Services <br />5-- Forrester Research, June ‘09<br />
    3. 3. Social media impact on Email<br /><ul><li>Social media platforms utilize email
    4. 4. Connections made cross interaction channels</li></li></ul><li>Snapshot: On-line social participation<br />Facebook: 65.7m monthly visits (200m+ users)<br />Twitter: 4.5m monthly visits<br />Blogs: 346m readers (77% of active Web users) <br />Social Networks: 35-49 age group up +11.3 million (2008)*<br />Mobile: Social network access up 156% (19% overall)*<br />Video: Audience growth up 339% (since 2003)*<br />Search: Up 50% (since 2003)*<br />* – Neilsen On-Line<br />
    5. 5. Forrester weighs in on business buyers<br />
    6. 6. Getting found on the Web<br />Web-PR<br />Blog / Micro-Blog<br />Other Social Media<br />Website<br />Wikis / Directories<br />Social Networks<br />Forums<br />Social Bookmarking<br />Associate expertise, authenticity and transparency with your brand<br />
    7. 7. Digital marketing opportunity map <br />Improve Blog<br />High<br />Monitor and respond to blog / comment mentions<br />Manage Twitter presence<br />Web programs<br />Programmatic email<br />Off-page SEO<br />On-page SEO<br />eBook<br />Business Impact<br />Web PR<br />Video / podcast<br />Mobile ads<br />Maintain business / social directories<br />Placed ads<br />Paid search<br />Low<br />Resources Required<br />High<br />Low<br />
    8. 8. Digital marketing self assessment<br />Are my messages and products interesting to my target audience?<br />How does my web traffic / trends compare to the competition?’<br />Is my website an effective vehicle for demand generation?<br />What is being said on-line about my company, competition and market?<br />What are my most promisingdigital marketing “outposts?”<br />
    9. 9. Creating great content …<br />… the type people will want to share<br />Great content should be<br />Simple and easily understood<br />Controversial or note worthy<br />Trust worthy and believable<br />Multi-dimensional<br />Emotionally appealing<br />Wrapped in a story<br />Why Some Ideas Survive and Others Die<br />By Chip Heath and Dan Heath<br />Random House, 2007<br />
    10. 10. The Classic Sales Funnel<br />New Product in a New or Re-segmented Market<br />Awareness /<br />Demand Generation<br />Testing / Validation<br />Awareness /<br />Demand Generation<br />Branding<br />Inquiries<br />Marcom Focus<br />Leads<br />Paid Advertising<br />Prospects<br />Opportunities<br />Deals<br />Early<br />Stage<br />Mid<br />Stage<br />Late Stage<br />
    11. 11. Social media vs PR /paid advertising<br />New Product in a New or Re-segmented Market<br />Testing / Validation<br />Awareness /<br />Demand Generation<br />Branding<br />Marcom Focus<br />Social Marketing<br />Paid Advertising<br />Early<br />Stage<br />Mid<br />Stage<br />Late Stage<br />
    12. 12. Starting “small” with social media<br />Incorporate social into your daily routine<br />Listen and respond<br />Share links to great content<br />Encourage key staff to do the same<br />Share on Twitter<br />Bookmark on the Web<br />Subscribe to Feeds<br />
    13. 13. <ul><li>Articles
    14. 14. Links
    15. 15. News</li></ul>Blog<br />Website<br />Thank You!<br />(Content)<br />Thank You!<br />(Event)<br />Favorites<br />Going “big” with social media<br />To augment market monitoring, branding and demand generation<br />
    16. 16. Avoid the social media “black hole”<br />Know what you want to measure<br />Web traffic and click streams<br />Twitter follows, retweets, favorable mentions<br />Facebook fans and interactions<br />Blog subscriptions and 3rd party blog mentions<br />Lead volume and quality (median score)<br />Inbound leads, queries<br />Establish a corporate social media policy<br />Don’t just generate leads, nurture leads<br />
    17. 17. Thank You!<br /><br />