This document discusses the evolution from traditional to digital marketing. It notes that while new technologies do not replace old ones, they integrate with existing technologies and revolutionize how tasks are performed. The document outlines how buyers, competitors, distribution channels, and marketing have changed in the digital age. Key points include how marketing can now be measured more accurately using digital analytics, the importance of having the right skills for digital strategies, and asking whether your company has a digital marketing strategy in place.

1. Evolution of Traditional Marketing
to
Revolution of Digital Marketing
Nancy Vinkler
610-650-0227
ngvinkler@wsisimplyroi.com
www.WSIsimplyROI.com

2. Agenda
What History Tells Us
How Buyers Have Evolved
How the Marketplace Has Evolved
The Revolution of Digital Marketing
Summary

3. What You get from this webinar?
• An awareness of the correlation between traditional
marketing and digital marketing
• A glimpse of the scope of skills required to implement
digital marketing
• An understanding that you can measure your digital
marketing
• A call to action to create your digital marketing
strategy
• An attentiveness to evaluate if you have the right
people resources

4. Webinar
Strategy Ground Rules

5. Marketing Golden Rules
• Product is required
• Packaging has to be remarkable
• Price is right
• Place provides successful distribution
• Marketing Strategy is executed
– Competition
– Unique marketing message
– Target market
– Monitor, measure, adjust

6. Technology Golden Rules
• New technology does not replace past
technology
• New technology integrates with old technology
• Behind the efficiencies of new technology lurks
complexity which revolutionizes how we do
things
• New technology translates to new jobs and
tasks

7. ≠ Did Not Replace
• TV ≠ Radio
• Computer ≠ TV
• Personal Computer (PC) ≠ Mainframe Computer
• Laptop ≠ PC
• iPad ≠ Laptop
• Smart Phone ≠ Laptop or iPad
• Wireless ≠ Wired
• Digital Marke ng ≠ Tradi onal Marke ng

8. Technology Integration
• TVs have radio & computer functionality
• PCs have radio, TV & phone capabilities
• Smart phones have radio, TV, & PC features
• Software integrates
– Linkedin with facebook
– Facebook with twitter
– Email with website

9. Marketing Integration
• Tradition marketing & digital marketing
integration examples
– Landing pages
– Personal urls
– Instant chat
– Online press releases
– Online catalogs drive prospects to brick & motor

10. Head of Tweeting
• Social Media Community Manager
• Interactive or Digital Media Coordinator
• Director of Ecommerce
• Content Marketing Specialist or Analyst
• Search Engine Marketing Director
• Digital Marketing Manager
• VP Emerging Media
• Chief Evangelist
• Online or Web Analytics Manager

11. Webinar
Buyers in the Cat Seat

12. Buyers Changes
• Buyers are finding you
• In a different place in decision making process
• Warm prospects versus cold suspects
• Want individualized marketing messages
• Need less selling more educating
• In more distribution & communications
channels
• Using more user interfaces
– Phones, PCs, Laptops, iPads

13. Searching & Communicating
• Traditional - printed, in-person, events, brick &
motor, personal referrals
• Digital Marketing - Internet
– Googling
– Browsing
– Emailing
– Instant messaging
– Linking
– Facebooking
– Tweeting
– Social networking

14. Client Communications
Traditional Digital
• Phone • Online chat
• Postal mail • Email
• User groups • Online forums
• Printed newsletters • Blogs
• Social networking
• Webinars
• Video conferencing

15. Webinar
Marketplace

16. Impact on Sales Cycle
Date Quarter 1 Quarter 2 Quarter 3 Quarter 4 Quarter 5
Sales Cycle
Find Suspect Traditional
Cold Lead Un-Qualified Prospect Traditional
Digital &
Warm Lead Qualified Prospect Traditional
Digital &
Hot Lead Client Traditional
Digital &
Close Sale New Client Traditional

17. Distribution Channels
Traditional Digital
• Direct • Direct
• Resellers • Resellers
• Value-Added Resellers • VARs
(VARs) • Distributors
• Distributors • Affiliates
• Local and national • Banner ads
• Ecommerce stores with
multiple price books
• Local, national,
international

18. Competitors
Traditional Digital
• Strong distribution barriers • Strong marketing barriers of
of entry entry
• Activity more stealth • Online marketing activity
• Advertising matched up can be tracked
• Tend to be local or national • Advertising space taken by
non-industry competitors
• Easily can be local, national,
& international
• More of them

19. Target Market
Traditional
Internet -
Searching
Internet -
Social
Networking

20. Marketing Resources
Traditional Digital
• Outsource design & printing of • Outsource design &
written marketing materials implementation of digital
marketing materials
• Pay marketing monthly
retainer for marketing • Pay marketing monthly
retainer for digital marketing
campaigns campaigns
• Outsource writing of content • Outsource writing of
with help of in-house subject optimized content with help of
matter experts in-house subject matter
• Pay percent of monthly experts
written ad spend • Pay percentage of monthly
digital ad spend

21. Webinar
Digital Revolution

22. Marketing Materials
Traditional Digital
• Logo • Digital logo
• Letterhead • Email signatures
• Business cards • Web design
• Printed brochures • Digital business cards
• Signs / banners • Ebrochures
• Printed & postal mailed • Electronic signs / banners
newsletters • Email newsletters
• Printed catalogs • Flip catalogs
• Slide shows
• Online content

23. Multi-Media
Traditional Digital
• TV ads • TV ads with Google
• Radio ads • Pod casts
• Online radio shows
• Video streaming
• Flash
• Online animation
• CDs

24. Marketing Message
Traditional Digital
• Printed industry magazines • Display ads
• Printed newspapers • Pay Per Click (PPC)
• Printed industry directories • Organic optimization
• Printed yellow pages • Banner ads
• Hundreds of online
directories
• Content – ezines, articles,
press releases, rss feeds,
video, images, slides, audio

25. Marketing Campaigns
Traditional Digital
• Post Cards • Email
• 1% - 2% return • Open rates – 20%
• Value of post address list • Click through rates
• Ask prospect • Bounce rates
• Value of double opt-in email
address list
• Analytical & conversion
reporting

26. Public Relations
Traditional Digital
• Press releases • Hundreds of press release
• Analyst meetings and content engines – open
• Controlled by print media to the public
editors • Google alerts
• Measurement - manually • Social media
count hits in white space communications
• Fax services • Online testimonials,
reviews, & citations
• Measurement - # of links,
keyword ranking, visits to
web page, length of visit

27. Reporting
Traditional Digital
• Estimate of number of • Recorded number of
eyeballs reading impressions or click-thrus
• Manual collection of activity • Keyword rankings
• Monthly ad spend • Daily or monthly ad spend
• Largest ads get the by clicks or impressions
attention • Keywords get the attention
• 800 phone# calls – call • 800 phone# calls – direct tie
detail records to ads – less expensive
• Visits to landing pages
• Online forms captured data

28. Measuring
Traditional Digital
• Word of mouth • Online analytics, tracking of
• Marketing more of cost phone and webpages
• Not quite sure which • Marketing is a revenue
marketing campaign drives generator
in prospects • Directly measure marketing
• Tends to be brand costs & revenue from
marketing market niches & marketing
campaigns
• Tends to be Return On
Investment (ROI) marketing

29. Webinar
Summary

30. Summary
• Are you aware of the correlation between
traditional marketing and digital marketing?
• Do you understand the scope of skills required
to implement digital marketing?
• Do you know how to measure your digital
marketing?
• Do you have the right people resources?
• Do you have a digital marketing strategy?

31. Nancy Vinkler
610-650-0227
ngvinkler@wsisimplyroi.com
www.WSIsimplyROI.com