BU Interactive Marketing 2015 Summer Class Slides - Part 1

Boston University Summer Program
Università Cattolica del Sacro Cuore @ BU, Summer 2015
Interactive Marketing
Communications
The marketing world is changing rapidly, and many businesses are
rethinking how they organize and execute the marketing function.
This course explores the evolution of interactive marketing
communications – specifically about the increasingly integrated
marketing and corporate communications roles. We’ll touch on
advertising, PR, corporate communications, SEO, social media,
interactive and digital content and many other topics. The course
also includes a final project.

THE HISTORY OF MARKETING
Day 1

Todd’s 6 Eras of
Communication
1. Illustration*
1. Spoken Word
2. Written Word
3. Printed Word
4. Mass Media
5. Social Media
http://www.flickr.com/photos/37644376@N00/34021
850/
http://www.flickr.com/photos/darwinbell/155183682
/
http://www.flickr.com/photos/burwash_calligrapher/
6478042809/
http://www.flickr.com/photos/queen_of_subtle/4462
520710/
http://www.flickr.com/photos/videocrab/116136642/
http://www.flickr.com/photos/aslanmedia_official/62
92167103/
Used under Creative Commons licensing.
* Added by Kylie Keegan

History of Marketing
A History of Advertising by Henry Sampson
• Greece: Politics, with a little commerce:
Town crier, known to announce sales
• Rome:
• Wine, with a little commerce
• Already jaded: “Vino vendibili suspensa
hedera non opus est” – “Good wine
needs no bush”
• Acta Diurna (Rome, c151BC) – Daily
Roman Gazette (Stone / Metal)
• Libelli: Bills announcing estate sales,
baths, lost & found, etc.
• London: The rise of the “billsticker” and
the “bellman”

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
A History of Advertising by Henry Sampson
• The First Newspapers:
• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court”
• Notizie Scritte (Venice, 1556) – Cost one gazetta, leading to the name
• Strasbourg Relation (Germany, 1605) – First modern newspaper
• The First Advertisement: The honor probably goes to France’s Journal Général d’Affiches,
or Petites Affiches, first published in 1612

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

http://en.wikipedia.org/wiki/Mail_order
http://www.chiefmarketer.com/direct-marketing/introduction-myths-of-direct-marketing-history-01102008
http://wayback.archive.org/web/20081211102142/http://directmag.com/history/birth-telemarketing/
• 1744: Benjamin Franklin sells scientific and
academic books by mail, offers first
guarantee
• 1872: Montgomery Ward launches first
catalog
• 1893: T.B. Russell writes article in Printer’s
Ink magazine titled “With English
Advertisers” with perhaps the first mention of
“direct mail”
• 1903: Preview of telemarketing when the
Multi-Mailing Co. of New York used
telephone directories as a source for (postal)
mailing lists
• 1905: Homer Buckley builds first direct mail
advertising business

http://wayback.archive.org/web/20090108145433/http://directmag.com/history/1121-direct-mail-ww1/
http://www.prwatch.org/prwissues/1996Q4/ewen.html
http://www.economist.com/node/17722733
• Early 20th Century: L.L. Bean & Sears
take off
• 1906: Ivy Lee issues the first press
release
• WWI: Big transition from door-to-door to
direct mail
• 1916-1935: Eddie Bernays writes
Propaganda, The Engineering of Consent
and Crystallizing Public Opinion (later
used by Goebbels in Nazi Germany)

Ivy Lee’s “Blindingly Obvious”
Idea
• Public opinion can be a very dangerous thing,
but Lee realized early on that it can be
manipulated as well
• Started as a reporter, then a publicist before
opening his own shop and taking on a long-
boiling anthracite coal strike
• Lee hit upon an idea: Send news desks a (daily)
stream of statements and facts about the strike
• While well received at first, some members of
the press complained that they were just well-
disguised (and free) ads
• As a result, he issued his “Declaration of
Principles”
http://pr.wikia.com/wiki/Ivy_Lee

Ivy Lee’s “Declaration of
Principles”
• This is not a secret press bureau. All our work is done in the open. We aim to supply news.
• This is not an advertising agency; if you think any of our matter ought properly to go to your
business office, do not use it.
• Our matter is accurate. Further details on any subject treated will be supplied promptly, and any
editor will be assisted most cheerfully in verifying directly any statement of fact.
• Upon inquiry, full information will be given to any editor concerning those on whose behalf an
article is sent out.
• In brief, our plan is, frankly and openly, on behalf of business concerns and public institutions, to
supply to the press and public of the United States prompt and accurate information concerning
subjects which it is of value and interest to the public to know about.
• Corporations and public institutions give out much information in which the news point is lost to
view. Nevertheless, it is quite as important to the public to have this news as it is to the
establishments themselves to give it currency.
• I send out only matter every detail of which I am willing to assist any editor in verifying for himself.
• I am always at your service for the purpose of enabling you to obtain more complete information
concerning any of the subjects brought forward in my copy.
Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this thinking?

The First Press Release: 1906
• Just a month after issuing his
declaration, there was a terrible
rail accident that killed 53
people
• Lee was retained to get the
word out on behalf of his client,
the Pennsylvania Railroad
Company
• He issued a “press release”
• His words made it into The
New York Times verbatim!
• His next big client was John D.
Rockefeller!
http://www.economist.com/node/17722733

From Principled to “Poison
Ivy”
• Lee’s support of Rockefeller led him to
be criticized by many on the left,
including “Mother” Jones, the liberal
magazine’s namesake
• By 1915, despite attempts to remain
behind the curtains, Lee was outed as
a highly-paid consultant ($1,000/mo in
1914!)
• By 1919, Upton Sinclair, author of The
Jungle, had him in his sights and had
labeled him “Poison Ivy.”
In 1914, Lee made $1,000 less a year than my very first job offer in 1992!
http://www.motherjones.com/about/what-mother-jones/our-history http://lamar.colostate.edu/~pr/ivylee.pdf

Enter Eddie Bernays
• Nephew of Sigmund Freud, who
shaped his world view:
Humans are easily swayed by
irrational thought and “herd
mentality,” making mani-
pulation a necessary tool
• Served on WWI Committee on
Public Information
• Saw value of controlling info
In 1914, Lee made $1,000 less a year than my very first job offer in 1992!
• Wrote Propaganda, The Engineering of Consent and Crystallizing
Public Opinion (later used by Goebbels in Nazi Germany)
http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733

PR’s Flawed Roots
• Dig deep into the technology, culture and
mindset of this dangerous combination:
– Freudian psychology
– The influence of mass media and the one-to-many
broadcast model that prevailed for most of the 20th
Century.
• PR is deeply flawed because of this…
• But we’ll wait to the “Organization Framework” to
talk about it…
http://www.flickr.com/photos/makasu/397792717/

http://www.mediabistro.com/alltwitter/social-media-1969-2012_b45869

Social Media – A History
(cont’d)

FUNDAMENTALS OF DIGITAL
MARKETING
Day 1

Digital Marketing: Then
History of Digital Marketing
• 1744: Ben Franklin launches first mail-
order guarantee
• 1903: First combination of telephone
directories and direct mail
• 1971: First email
• 1978: First email spam (from DEC)
• 1986: ACT! Contact management and
database marketing software launched
• 1994: First banner ad (in HotWired,
precursor to WIRED), first search
engine
• 1997: First social network:
SixDegrees.com
Digital Marketing Over the
Decades
 1970s: Telesales
 1980s: Contact Management
 1990s: Sales Force Automation
 2000s: Customer Relationship
Management
 2010s: Marketing Automation

Digital Marketing: Then vs
NowTHEN:
• Analog-centric
• Digital marketing was a
subset of marketing
• Print, outdoor &
broadcast accounted
for vast majority of
budget, strategic
emphasis
• Online was an add-on
NOW:
 Digital-first
 Digital marketing IS
marketing
 Digital spend catching
up with analog

What is Digital Marketing Today?
• “In simplistic terms, digital marketing is the promotion of
products or brands via one or more forms of electronic media.
Digital marketing differs from traditional marketing in that it
involves the use of channels and methods that enable an
organization to analyze marketing campaigns and understand
what is working and what isn’t – typically in real time.” – SAS
Institute
• “In its short history, digital has evolved rapidly as a push-pull
marketing channel, with marketers and consumers alike
embracing a wide range of touch points such as social media
to engage with one another. Within the past few years, digital
has shed its reputation as the nascent weak sister to offline
marketing.” – GigaOM

Which Programs Are Getting the
Biggest Budgets (2014 Data)

Where Digital Marketing is
Heading

MEASUREMENT BASICS
DAY 1 - Part 2

The Essential and Better Tools
for Measuring Effectiveness
ESSENTIAL
• Web Analytics (e.g., Google
Analytics)
(Behavior -> Site Content ->
All Pages)
BETTER
 Campaign Codes +
 Link Shortener (e.g.,
bitly.com) +
 Web Analytics (e.g., Google
Analytics)

The Best Tools for Measuring
Effectiveness: A Digital
Marketing Hub
http://www.thehubcomms.com/who-is-winning-the-marketing-cloud-
wars/article/336854/

So, You Want to Calculate
ROI?
• ROI is just 1
metric
• It may not even
be the most
important metric!

The Tangibles of ROI
(Gain from Investment – Cost of
Investment)
Cost of Investment
ROI
(%) =
 Gain: Total revenue generated that can be attributed to the
program / campaign
(If the program or campaign is not aimed at revenue generation,
you can substitute “cost savings”)
 Cost: Total cost of program / campaign, including:
 Staff time, calculated by FTE %age of salary or hourly rates
 Hard costs

Valuation is Just One of Five Key
Metric Categories
1. Inputs
2. Outputs
3. Outtakes
4.
Outcomes
5. Valuation http://bit.ly/1qMJEep *
 Hat tip (or h/t as we say in
social media) to
“Measurement Queen” Katie
Paine

What Drives You? *
AWARENESS
• Ideal for
– Feeding the top of the
sales and marketing
funnel
– Influencing the
influencers of big ticket
or long lead item
purchases
– Driving sales of impulse,
small ticket or in-store
retail items
• Top campaign/program
priorities
– Exposure
– Eyeballs
– Quick purchases
• Pair with
– Strong analytics
LEAD GENERATION
 Ideal for
 Going deeper into the
sales and marketing
funnel
 Reaching the buyer of big
ticket or long lead items
directly
 Online sales
 Top campaign/program
priorities
 Actions
 Wallets
 Pair with
 A solid email marketing
program
 Marketing automation
* And your boss

THE MARKETING PROCESS
DAY 1 – Part 3

Your Class Project
• Form a group of 5 or 6 people
1. Name a team leader
2. Assign 1 or 2 items from the list on the next page to
each member
• Pick a company to “help.” The company must:
1. Be primarily English-language
2. Have a public website
3. Have an email marketing database visible on site
4. Have a social media presence (at least two social
networks)
5. Have a blog or some form of content marketing program

Your Class Project
• Prepare and present an interactive marketing strategy
and plan addressing:
1. One primary S.M.A.R.T.* goal for the business’s social
media efforts.
2. Customer Profile
3. Web site (SEO performance suggestions)
4. Email marketing suggestions
5. Content marketing recommendations (channel and
content suggestions)
6. Social media performance & recommendations
(channel and content suggestions)
7. 2-3 KPIs (conversion indicators) along the way

Where Measurement Starts
pecific
easurable
ttainable
esults-Oriented
ime Bound
Slide courtesy of Kami Huyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives

What is a Conversion?
• A conversion is a measurable event that indicates movement through the
sales and marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate

Creating a Customer Profile
• Give them a name, e.g., “Sally Spender”
• If necessary, include
– The User
– The Decision Maker
– The Influencer
– The Buyer
• There may be more than one
• Include both
– Demographics
– Psychographics
– Socialgraphics
http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx
http://www.businessesgrow.com/2013/01/26/forget-demographics-its-all-about-the-socialgraphics/

“Get to Know Me”
• Two ways to learn about your customers:
– Observe
• Easier and easier to do
• Testable (e.g., via A/B
Testing)
– Ask
• Harder
• Intrusive (when to do it?)
• More subject to bias
• Potentially more rewarding

The Basic Questions
How do we start?
http://www.flickr.com/photos/npobre/2601582256/

The Basic Questions
Where are we going?
http://www.flickr.com/photos/tunruh/233316674/

The Basic Questions
How do we know when we get there?
http://www.flickr.com/photos/chokola/1229450683/

More Fundamental Questions
IS THIS TRIP REALLY NECESSARY?
or,
WHY SHOULD I CARE ABOUT NEW MEDIA AT
ALL?
or,
HOW DO I SELL SOCIAL MEDIA TO MY BOSS?
We’ll revisit these questions later…

Diffusion of Innovations
Theory
(or, the New Media Adoption Process)

The Marketer’s Arrow
Awareness Knowledge Interest Intent Action Repeat

The Integrated Approach
http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel

The “New Marketing” Funnel

The McKinsey Matrix
Social media enables targeted marketing responses
at individual touch points along the consumer decision journey.
http://www.mckinseyquarterly.com/Demystifying_social_media_2958

PROFILING, CRM AND DIRECT
/ DATABASE / EMAIL
MARKETING
Part 3

Two Perspectives, Same
Dream
• The brand: Wants a unified view of the
customer (“social customer relationship
management”)
• The customer: Wants a unified experience
of the brand (“social business”)
http://www.flickr.co
m/photos/huzicha/
3292538266/

Evolution of Content
Marketing
Content Creation
Monitoring & Reporting
Platform Integration
Workflow Management
Unified View of Customer
1
2
3
4
5
(The Digital Marketing Hub)
(Social CRM & Marketing Automation

“What’s in YOUR Email
Database?”
• Name (first and last –
use separate fields)
• Email (says a lot
about the contact)
– Location (based on
email domain)
– Company affiliation
(if work address)
– Social network
affiliation (via, e.g.,
MailChimp
SocialPro)
• Company Name
• Title

Opt-In vs. Opt-Out
• Opt-In = “Permission Marketing”
• Opt-Out = Minimum Requirement of CAN-SPAM
– Other Rules
1. Don’t use false or misleading header information.
2. Don’t use deceptive subject lines.
3. Identify the message as an ad.
4. Tell recipients where you’re located.
5. Tell recipients how to opt out of receiving future email
from you.
6. Honor opt-out requests promptly.
7. Monitor what others are doing on your behalf.
http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business

Opt-In vs. Opt-Out
http://mashable.com/2011/11/28/mailing-list-performance/

Opt-In vs. Opt-Out
• People who have actively opted in to receive
email open and click-through at much higher
rates than people that have been added to a
list without their knowledge
• Lately, opt-in is getting more people to open
the email, but it's not getting a significantly
higher percentage of that group to then click
on it
http://mashable.com/2011/11/28/mailing-list-performance/

BU Interactive Marketing 2015 Summer Class Slides - Part 1

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