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Connecting the Dots from Offline to Online Marketing
This document discusses how print and digital media are converging. It notes that audiences now get information from many sources and recommends cross-media marketing. New technologies like mobile devices, responsive design, augmented reality, and NRF allow print to be made more interactive. The document provides tips on using tools like social media, content marketing, and analytics to improve online marketing efforts and measure success.
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Connecting the Dots from Offline to Online Marketing
- 2. Intro: John Foley,Jr. Grow Socially I love • Marketing from start to finish. Mar(H)keting! • Websites, strategic planning, online marketing, social, mobile. interlinkONE – Software (SaaS) • Enterprise Marketing Management Software. • Warehouse, order management, sales, CRM, fulfillment
- 3.
- 4. The Book: Specific ForEmerging Marketing Tools Strategies, Tools, Campaign Ideas, and More! A guide to help you market your newspaper! NewPathToProfit.com
- 5. Keep Your PhoneOn! Feel free to Tweet, Post, Update, Email, take notes, photos, and more! @JohnFoleyJr
- 6. Today’s Overview • Brief Introduction • Convergence of Traditional Print and Digital Media • Tools to Use • Marketing Your Business • Final Thoughts and Questions
- 7. The Convergence of TraditionalPrint and Electronic Media
- 8. Why Cross-Media Marketing? •It’s a multi-channel world – We’re just living in it. • Disruption is the name of the game • Is everyone interested in the same type of communication? – Absolutely not!
- 9. How much mediadoes any one person consumes each day? inMobi
- 10. How does youraudiences get their information? Magazines Email Social Search Results Videos Mobile Images What types of information do they like?
- 11. Communications Today • “KitchenTable Effect” • Generational Differences • Everyone looks for information differently • Information delivered to multiple medias
- 12. The Plight OfPrint
- 13. US Major MediaAd Spending, by Media, 2009-2015 billions eMarketer
- 14. Digital Grows asSource for News Percentage of Respondents Who Got News “Yesterday” From Each Platform Pew Research Center
- 15. Diversification of Media Trust in Information Sources 2011 Informed Public 2012 Informed Public Marketingland.com
- 16. Converting Offline Viewersto Online Purchasers 63% of purchasers convert offline Online Search • Magazines & • Purchase AWARENESS CONVERSION RESEARCH Newspapers • Search Engines • Conversion • TV • Online Reviews Offline Media Offline Store Consumption 42% motivated to begin an online search after viewing
- 17. Making Print InteractiveWith These Technologies
- 18. Online & Mobile:Disrupters www.yourwebsite.com
- 19.
- 20. Smartphones Are Just About Everywhere! 50% Smartphone Adoption Nielson
- 21. US Smartphone Users,2009-2015 millions and % change Note: individuals of any age who use a smartphone at least once a month eMarketer, Dec 2010
- 22. Mobile Internet Usage MorganStanley
- 23. Opportunities For You •Responsive web design • Make Print Interactive: QR, NFC, etc. • Integrate SMS/Text Into Your Capabilities
- 24. Mobile Websites: Build& Host Mobile Websites Mobile Commerce Morgan Stanley
- 25.
- 26. Key Resource forYou Free White Paper on Mobile Marketing and Content Distribution! Get it at http://ilink.me/content101
- 27. Near Field Communication(NFC) • A set of standards for smartphones and similar devices to establish radio communication with each other by touching them together or bringing them into close proximity, usually no more than a few centimeters. Wikipedia
- 28.
- 29. Augmented Reality • Augmentedreality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. Wikipedia
- 30.
- 31. Responsive Web Design •Responsive web design (often abbreviated to RWD) is an approach to web design in which a site is crafted to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices. Wikipedia
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- 33. Responsive Results Free WhitePaper on Responsive Web Design! http://ilnk.me/RWD101
- 34. Online Marketing Opportunities 1. Improve your own marketing! 2. Attract and nurture existing customers and new prospects! 3. Be accessible at all times!
- 35. Walk the Talk • Follow Your Marketing Plan • Self Promote • Multi-Channel • Multi-Media • E-Newsletters • Campaigns • Nurture • Personalize 1 to 1 • Etc…
- 36. State of SocialMedia Today 1 400 MILLION BILLION tweets users daily 400 80 12 MILLION MILLION MILLION users users users 72 hours of 2 MILLION videos uploaded searches each minute each minute 36
- 37. Why use SOCIALMEDIA? • Your audience is there • Loyalty • More prospects to sell to • Position your • Generate interest company • Build your brand • Customer Service • Another Channel Countless Opportunities Social Ads Limitless Videos
- 38. Optimize / SocialFriendly Get Noticed eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Engage and Nurture Engage and Integrated Multi-Channel Marketing Nurture Start with MKTG Action - Publish - Engage - Converse - Share - Social Media - Blogging - Analytics - Plan Content Mgmt - SEO Product? Service? Asset? $ Questions or Comments? Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 2011 Phone 1.800.948.0113 Email Support@GrowSocially.com
- 39. Strategy before Tactics! •Step 1: Describe the Business • Step 2: Business Goal • Step 3: Where Is the Audience Cyclically? • Step 4: How Does the Audience Use Social Media? • Step 5: The One Thing • Step 6: How Will You Humanize the Brand • Step 7: Content Resource and Distribution Strategy • Step 8: How Will You Measure Success?
- 40. Tools You ShouldUse • Twitter • Facebook • YouTube • LinkedIn • Google+? • Pinterest?
- 41. Fundamentals for AllNetworks 1. Build your network 2. Engage with the network you have built 3. Be relevant 4. Be consistent 5. Track and analyze
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- 43. How to MeasureSuccess? • How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweets – Followers – Site Traffic
- 44. Measure Inbound &Outbound Together WEBSITE Social Whitepapers Media & eBooks 3500 SEO Visitors eNewsletter Sign-Ups Printed Copy 2000 Visitors Blog CRM E-mail Comments 800 Visitors Links Inquiries 100 Visitors Other Webinar Sign-Ups
- 45. Marketing Calendar, Take1 Call for Announce eBlast contributors on website Phone Calls eNewsletter Press release Send printed version Send thank you cards Enter new contacts in CRM
- 46. Marketing Calendar, Take2 Call for Create Announce Announce on eBlast contributors Post, Link on website & back to website Phone Calls Comment on Connect with Share event Email event’s Keynote article on eNewsletter page Speakers on (Announce) Announce Tell Share event Join in on Send printed booth # colleagues article on event’s version with you’re hashtag video post attending Send thank Enter new Follow-Up Share Friend new you cards contacts in with speaking contacts on Excel Post & Post presentation Pictures on
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- 48. Growing Awareness withContent Marketing Capture Content Share Content Increase Awareness Website Photo Social Media Email Blog Post Related Promotion
- 49. Create a ContentLibrary • Constant access to resources. Infographics • Allow advertisers to contribute content. Webinars • Store past content here. Articles Bookstore • Attach email captures to content. Surveys • Enhance SEO with longer, more frequent website visits. Videos Photos • Organize all past content.
- 50. Create Awareness ThroughContributors Contributor Contributor’s The content Publish networks shares content continues to be contributor’s share with with their shared with content online. their networks. networks. more people. Your Website Ultimately, this strategy will bring more visits to your website.
- 51. Why Should YouCare?
- 52. Automated Marketing: Trigger-Based/Closed Loop • Based on inquiry need, assign track • Auto step through timed events • Lead Generation – Nurturing – Qualification – Close • Sales
- 53. Landing Pages •Compelling title • Few but essential information fields • Automatic email fulfillment • Contact information automatically entered into CRM • Sales team receives a notification
- 54. How Can YouBenefit? • Use social media to build awareness of your Key Resource for You Free White Paper on Inbound Marketing! business • Use content to increase SEO, generate interest, and grow inquiries • Reach more prospects! InboundMarketingWhitePaper.com
- 55.
- 56. 2013-2014 Tools • AutomatedMarketing • Content Marketing • Mobile Marketing – AR/QR/NFC • Advanced Personalization • Web to Anything • Product Fulfillment • Digital Color • Dimensional Mailers
- 57.
- 58. Final thoughts… Commitment leadsto action, Action Leads to brings your dream closer . …Marcia Wieder Date unknown In business, commitment and action raises your probability of success. …(ME) John Foley, Jr. – 9/20/2012
- 59. Q & A/ Contact Me!: QR Code iFlyMobi.com http://ilink.me/JR
- 60. Learn More http://interlinkONE.com http://GrowSocially.com http://QReateAndTrack.com http://iFlyMobi.com
- 61.
Editor's Notes
- #20 Let’s talk bit now about hardware is changing the worlds of marketing and communications…..The iPad… the iPhone… Kindle… Android devices… Windows Phones… and more.
- #24 Mobile Website Building: Corporate Sites, Landing Pages, Surveys, Event Information, and More!Make Print Interactive: QR Codes, Intelligent Print, NFCIntegrate SMS/Text Into Your Capabilities
- #25 Design options… There are pre-defined color schemes to make life easier for you… but you obviusly have the ability to define your own colors!
- #26 First, what does it stand for?Quick Response… So.. On the most basic level – think of it this way. Your mobile audience can save time by scanning the QR Code to go to your website rather than remembering and typing in the URL.Yes, it’s a call to action that can help increase response rates… strike while he iron is hot.
- #36 I spoke to my attorney (mind you for a short time as they are the best at billing). I'm always afraid to ask how his family is as it costs me $175 for 30 minutes of listening). But I asked him as he is a partner of the firm. His first response was, I really don’t care who like the game last night or that Susie went to dinner at Abe & Louies… I responded with Larry there are many uses for this in your business you should at least take a look to understand. You need to marketing and communicate someway right? There is a way that can argument what you do today. I don’t have the time to twitter or put up pictures all day. “ I responded I hope you have time to save your business against the competition then…..
- #38 I spoke to my attorney (mind you for a short time as they are the best at billing). I'm always afraid to ask how his family is as it costs me $175 for 30 minutes of listening). But I asked him as he is a partner of the firm. His first response was, I really don’t care who like the game last night or that Susie went to dinner at Abe & Louies… I responded with Larry there are many uses for this in your business you should at least take a look to understand. You need to marketing and communicate someway right? There is a way that can argument what you do today. I don’t have the time to twitter or put up pictures all day. “ I responded I hope you have time to save your business against the competition then…..
- #44 Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
- #57 trigger based marketing2. Content marketing3. Hyper perosnaliztion. individual call to action that gets people to act!4. Substrates - synthetic papers. hospitals5. pre die cut dimensional malilers
- #59 There is not a silver bullet – Rome was not built in a dayPlan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you serveSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure