Online Marketing for Smart Entrepreneurs

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The rise of the Internet and the popularity of social media has changed the consumer decision making and, as such, the purchase path. Today, a company’s value proposition translates into a “What’s in it for me?” mentality for consumers. You might think this would be problematic but studies show brand awareness still translates into leads. Online or digital marketing is not synonymous w interactive marketing, all though interactive is MOSTLY facilitated by online technology. Engagement marketing (sometimes called experiential marketing) involves consumer participation for longer-term connections. Interactive and engagement marketing, which are philosophies and not tactics, are key in today's marketplace as we move out of the Information Age and into the Relationship Age.

This presentation, which includes common concepts, tactics best practices for interactive and engagement marketing is from my presentation at Social Media Week Lagos 2013 event Online Marketing for Smart Entrepreneurs.

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Online Marketing for Smart Entrepreneurs

  1. 1. Online Marketing for Smart Entrepreneurs Social Media Week Lagos 2013 Meredith Pruden | Mer-itocracy Creative @mer_creative | www.mer-creative.comThursday, March 28, 13
  2. 2. Why Online Marketing? • 2.4B Internet users worldwide • 4.5M in Africa • 67% of online adults use social networkingThursday, March 28, 13
  3. 3. Why Online Marketing? • The Consumer Purchase PathThursday, March 28, 13
  4. 4. What is Online Marketing? • Online/Digital Marketing • Interactive Marketing • Engagement/Experiential MarketingThursday, March 28, 13
  5. 5. Online Marketing at its Best • is interactive NOT transactional • is a 2-way conversation NOT a barrage of marketing messages • is a philosophy NOT a set of tacticsThursday, March 28, 13
  6. 6. And so, we move on to Interactive Marketing!Thursday, March 28, 13
  7. 7. The Tool Kit • Crowdsourcing • Reviews & Reputation Management • Geo Targeting • Email Marketing • Live Chat & Tweet • Infographics • Memes • Banner Ads • Blogs • Content Marketing (opt in to eBooks & whitepapers) • Guerrilla Marketing • Webinars • SEO & SEM • eCommerceThursday, March 28, 13
  8. 8. Real-Time Interactive• Oreo • Power goes out at this year’s Super Bowl • Quick thinkers on Oreo’s #sm team Tweet this ad with the tagline, “Power out? No problem.” • RT 15K times and garnered more attention than the TV adThursday, March 28, 13
  9. 9. Real-Time Interactive • More Oreo • Just a week later • Justin Timberlake performs at The Grammy’s in a bow tie and Oreo Tweets this...Thursday, March 28, 13
  10. 10. Concepts • Gamification • Shareability • Virality • Attention Economy • User experience (UX)Thursday, March 28, 13
  11. 11. Best Practices • Tie communication, marketing and social strategies to business objectives!Thursday, March 28, 13
  12. 12. Best Practices • Content is King • Automation • Listen! • Be transparent • 70/20/10 rule • CAN-SPAM actThursday, March 28, 13
  13. 13. Quick Tips • Multimedia • Secure brand names • UX across devicesThursday, March 28, 13

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