Regis University MBA Event- Marketing in a Tough Economy


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Regis University MBA Event- Marketing in a Tough Economy

  1. 1. Regis MBA Networking Event Marketing in a down economy
  2. 2. What we’ll talk about <ul><li>Why I founded the company </li></ul><ul><li>Internet Marketing Overview </li></ul><ul><li>Current Marketing Trends </li></ul><ul><li>What next? </li></ul>
  3. 3. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. ~David Ogilvy
  4. 4. Why did I start iMarketing? <ul><li>Passion for growing business </li></ul><ul><li>More than just design with “sizzle” </li></ul><ul><li>Entrepreneurs want to see measurable ROI- based on a plan </li></ul><ul><li>Saw a need for true Strategic Marketing Plans </li></ul><ul><ul><li>Intentionality </li></ul></ul><ul><ul><li>Timelines </li></ul></ul><ul><ul><li>Testing </li></ul></ul>
  5. 5. Why did I start iMarketing? (cont.) <ul><li>There are still businesses experiencing growth </li></ul><ul><ul><li>Health Care (up 27,000 jobs in 2/09 according to BLS) </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Non-profits </li></ul></ul><ul><ul><li>Social Media/Internet Based Companies </li></ul></ul><ul><ul><li>Entertainment- Box offices experiencing record year </li></ul></ul><ul><ul><li>Industrial </li></ul></ul><ul><ul><li>Alternative Energy </li></ul></ul><ul><ul><li>Other Startups </li></ul></ul>
  6. 6. Why did I start iMarketing? (cont.) <ul><li>Marketing is crucial for survival and success </li></ul><ul><li>Companies must : </li></ul><ul><ul><li>Thwart off competition </li></ul></ul><ul><ul><li>Capitalize on fewer competitors </li></ul></ul><ul><ul><li>Attract customers who are actually still buying </li></ul></ul><ul><ul><li>Position for the next economic upswing </li></ul></ul>
  7. 7. Internet Marketing Overview
  8. 8. Internet Marketing Overview <ul><li>Websites </li></ul><ul><ul><li>Traditional </li></ul></ul><ul><ul><ul><li>Text heavy (for searchability) </li></ul></ul></ul><ul><ul><ul><li>Flash heavy </li></ul></ul></ul><ul><ul><li>In 2009 </li></ul></ul><ul><ul><ul><li>Migration to CMS (Content Management Systems)- </li></ul></ul></ul><ul><ul><ul><ul><li>Blogging </li></ul></ul></ul></ul><ul><ul><ul><ul><li>RSS (Really Simple Syndication/Newsfeeds) </li></ul></ul></ul></ul><ul><ul><ul><li>Hybrid of imbedded Flash with searchable text </li></ul></ul></ul><ul><ul><ul><li>Mobile Friendly </li></ul></ul></ul>
  9. 9. Internet Marketing Overview (cont.) <ul><li>SEO (Search Engine Optimization)- Text on a site that gets it “ranked” with the search engines. </li></ul><ul><li>PPC (Pay Per Click)- bidding on keywords to “buy space” on Google, Yahoo!, MSN, etc. </li></ul>
  10. 10. Internet Marketing Overview (cont.) <ul><li>Web 2.0 (as defined by … refers to the transition from static HTML Web pages to a more dynamic Web that is more organized and is based on serving Web applications to users. </li></ul><ul><li>In other words … utilizing blogs, RSS feeds and other content on a site in conjunction with social media to virally promote a business on the web. </li></ul>
  11. 11. Internet Marketing Overview (cont.) <ul><li>Banner Advertising </li></ul><ul><ul><li>Social Media Sites </li></ul></ul><ul><ul><li>Partner Sites </li></ul></ul><ul><ul><li>Other related business’ sites </li></ul></ul>
  12. 12. Current Marketing Trends
  13. 13. Current Marketing Trends <ul><li>Internet Marketing is Booming </li></ul><ul><li>Managed Content is crucial to more traffic </li></ul><ul><li>Some estimates indicate that nearly 95% of consumers look online FIRST </li></ul><ul><li>Web 2.0 and Social Media are the HOT medium right now </li></ul><ul><ul><li>Inexpensive </li></ul></ul><ul><ul><li>Viral </li></ul></ul>
  14. 14. Current Marketing Trends (cont.) <ul><li>Web Presence in 2009- Like a Casino in Vegas </li></ul><ul><ul><li>Best Casinos have a strong presence on the strip (web) </li></ul></ul><ul><ul><ul><li>Location (It’s everything) </li></ul></ul></ul><ul><ul><ul><li>Marketing efforts get you there- deals, events, etc. </li></ul></ul></ul><ul><ul><ul><li>Lights and Design </li></ul></ul></ul><ul><ul><ul><li>Entertainment Value-add- other than gambling, why would you stay while in Vegas and keep coming back? </li></ul></ul></ul>
  15. 15. Current Marketing Trends (cont.) <ul><li>Web Presence in 2009- Like a Casino in Vegas </li></ul><ul><ul><li>Strong Web Campaigns </li></ul></ul><ul><ul><ul><li>Location- The Domain Name or URL </li></ul></ul></ul><ul><ul><ul><li>Marketing efforts get you there </li></ul></ul></ul><ul><ul><ul><ul><li>PPC, SEO and Web 2.0 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>creating interest in the ads online and the content </li></ul></ul></ul></ul><ul><ul><ul><li>Lights and Design- “the sizzle” </li></ul></ul></ul><ul><ul><ul><ul><li>attractive, yet functional </li></ul></ul></ul></ul><ul><ul><ul><ul><li>found by search engine spiders </li></ul></ul></ul></ul><ul><ul><ul><li>Entertainment Value-add- “the sizzle” sells it and gets you there </li></ul></ul></ul><ul><ul><ul><ul><li>Why do you stay? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Lots to do and see with an opportunity for feedback/interactivity </li></ul></ul></ul></ul>
  16. 16. Current Marketing Trends (cont.) <ul><li>Direct Mail </li></ul><ul><ul><li>USPS Has blown the doors open </li></ul></ul><ul><ul><li>Expensive but effective if: </li></ul></ul><ul><ul><ul><li>Targeted Demographics </li></ul></ul></ul><ul><ul><ul><li>Utilize mix of design and copy </li></ul></ul></ul><ul><ul><ul><li>Unique look/Strong message </li></ul></ul></ul><ul><ul><ul><li>Strong Call to Action </li></ul></ul></ul><ul><ul><ul><li>Timing of Drop </li></ul></ul></ul><ul><ul><ul><li>Consistent </li></ul></ul></ul>
  17. 17. Current Marketing Trends (cont.) <ul><li>TV & Radio </li></ul><ul><ul><li>Not as prominent any more </li></ul></ul><ul><ul><li>TV has suffered- </li></ul></ul><ul><ul><ul><li>DVRs </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Radio has suffered </li></ul></ul><ul><ul><ul><li>Satellite Radio </li></ul></ul></ul><ul><ul><ul><li>MP3 Players </li></ul></ul></ul><ul><ul><ul><li>Cell Phones </li></ul></ul></ul>
  18. 18. Current Marketing Trends (cont.) <ul><li>Print </li></ul><ul><ul><li>Dying off </li></ul></ul><ul><ul><li>Rocky Mountain News Closed </li></ul></ul><ul><ul><li>Local Directories have migrate to online </li></ul></ul><ul><ul><li>Web 2.0 has opened the news’ doors </li></ul></ul>
  19. 19. Great, Now What? <ul><li>Reality </li></ul><ul><ul><li>Still have clients to reach- who are they? </li></ul></ul><ul><ul><li>Companies should still invest 3-5% of revenue back into marketing </li></ul></ul><ul><ul><li>Unique products exist- how to get the word out? </li></ul></ul><ul><ul><li>“ Necessity… the mother of invention” ~Plato </li></ul></ul><ul><ul><li>Look at marketing like an investment strategy- </li></ul></ul><ul><ul><ul><li>Set a budget </li></ul></ul></ul><ul><ul><ul><li>Diversify Media </li></ul></ul></ul><ul><ul><ul><li>Measure results and adjust accordingly </li></ul></ul></ul><ul><ul><ul><li>Re-invest </li></ul></ul></ul>
  20. 20. Questions??
  21. 21. THANK YOU!!!