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8 Ways to Grow through Interactive Marketing

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Presentation by Tammy Katz, CEO Katz Marketing Solutions, to Mid-America Food Processors Association. How small and mid-sized food manufacturers can use interactive marketing and social media to grow their brands and businesses

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8 Ways to Grow through Interactive Marketing

  1. 1. 8 Ways to Grow through Interactive Marketing
  2. 2. <ul><li>What is it? </li></ul><ul><li>How does it affect your business? </li></ul><ul><li>What should you do? </li></ul>Interactive Marketing > Social Media Web Customer relationship management E-commerce Pay-per-click advertising Search engine optimization Video marketing Online PR Online display advertising E-mail marketing Source: JESS3
  3. 3. What is interactive marketing ?.... really… <ul><li>Harnessing Internet-based marketing technologies to sell more stuff. </li></ul><ul><li>Developing successful engagement strategies… to sell more stuff. </li></ul>
  4. 4. Fundamental shift in marketing 1 – Way Company controlled Mass market Persuade to buy 2+ – Way Consumer controlled Niche/micro-target market Engage to earn relevance
  5. 5. How does it affect my business? Your customers and consumers behave, decide, and consume differently… at an increasing rate. TV consumption + 0.4% On-line media consumption + 23% Users Facebook (US/WW) 130MM/400MM+145% LinkedIn 45MM + 22% Twitter 20MM +900% SOURCES: Nielsen, Comscore, Compete.com, Facebook, iStrategyLabs.
  6. 6. How does it affect my business? <ul><li>Your B2B buyers pre-shop via online search and website visits… </li></ul><ul><ul><li>14 billion internet searches, per month, worldwide… Google has 66% share </li></ul></ul><ul><li>Your competition is increasing its interactive marketing efforts. </li></ul><ul><ul><li>69% of businesses +$1 million have a website </li></ul></ul><ul><ul><li>84% of businesses +$10 million have a website </li></ul></ul><ul><ul><li>68% of small and mid-sized businesses will spend more on social media </li></ul></ul>SOURCE: Vertical Response; eMarketer
  7. 7. How does it affect my business? <ul><li>Your target consumer </li></ul><ul><li>- consumes less traditional media </li></ul><ul><li>spends more time online, 2+ hour per day </li></ul>64% want to learn about specials, sales 62% want to learn about new products, features, services 35% want entertainment Among those who join company fan pages: Sources: Nielsen, eMarketer.
  8. 8. Total U.S. Media Spending, 2010 Source: eMarketer … but is still highly influenced by traditional media and promotions….
  9. 9. <ul><li>What should </li></ul><ul><li>we do? </li></ul>
  10. 10. What are your marketing objectives? <ul><li>Distribution </li></ul><ul><li>Awareness </li></ul><ul><li>Trial </li></ul><ul><li>Repeat </li></ul>
  11. 11. 1. Build competitive web presence <ul><li>Appropriate website </li></ul><ul><ul><li>Appearance </li></ul></ul><ul><ul><li>Functionality </li></ul></ul><ul><li>Be objective </li></ul>
  12. 12. 1. Build competitive web presence <ul><li>Traffic </li></ul><ul><li>User-friendly </li></ul><ul><li>Search optimized (SEO) </li></ul><ul><ul><li>Keyword strategy </li></ul></ul><ul><ul><li>‘ Spider food’ </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Page Rank </li></ul></ul><ul><li>Engaging </li></ul><ul><ul><li>Lead generation </li></ul></ul><ul><ul><li>Conversion! </li></ul></ul><ul><li>Analytics </li></ul><ul><li>… . but don’t over-invest </li></ul>
  13. 13. 2. Build and harvest customer/consumer databases <ul><li>List development st rategy </li></ul><ul><li>Customer development strategy </li></ul><ul><li>Feedback harvesting </li></ul><ul><li>Collaboration </li></ul><ul><li>Social media insight! </li></ul>
  14. 14. <ul><li>53% open rate </li></ul><ul><li>40+ qualified leads </li></ul><ul><li>Accelerated active prospects and commitments </li></ul><ul><li>Two A+ prospects requested tours/meetings </li></ul>
  15. 15. 77% of online U.S. adults trust ‘emails from people they know’ more than any other media. Source: Forrester Research Inc.
  16. 16. 3. Leverage Customer service 2.0 <ul><li>Be accessible (1-800, website, packaging) </li></ul><ul><li>“ Even though it's low-tech, one of the best forms of social media is the telephone. That's why our 1-800 # is on every page.” </li></ul><ul><ul><li>- Tony Hsieh, CEO Zappos.com </li></ul></ul><ul><li>Earn loyalty: delight callers </li></ul><ul><li>Name collection </li></ul><ul><li>Online forums and Q&A </li></ul><ul><li>Embedded customer reviews </li></ul><ul><ul><li>‘ Most credible’ – 78% </li></ul></ul><ul><ul><li>10x value of other social media tactics </li></ul></ul><ul><li>E-commerce – internal and external </li></ul>SOURCE: Nielsen, Beeline Labs
  17. 17. 4. Monitor and LISTEN <ul><li>Google Alerts - market intelligence </li></ul><ul><ul><li>You, competition, industry, keywords </li></ul></ul><ul><li>News and industry aggregators (e.g. FoodNavigator.com) </li></ul><ul><li>Find and monitor conversation hubs </li></ul><ul><li>Court opinion leaders </li></ul>
  18. 18. Social media <ul><li>On strategy? </li></ul><ul><li>Priority? </li></ul><ul><li>Resources? </li></ul>
  19. 19. 5. Capitalize on personal social media Source: CMO.com, Katz Marketing Solutions Customer Communication Brand Exposure Website Traffic Search Engine Optimization Facebook Private Communities YouTube Twitter
  20. 20. Micro-target Engage Heavy users High involvement Brand relevance
  21. 21. 522,000 Fans Facebook – increase brand awareness increase brand loyalty
  22. 22. Facebook- increase brand awareness increase loyalty gain new users
  23. 23. Facebook – go TO heavy users engage in THEIR conversations
  24. 24. Private Communities go TO heavy users engage in THEIR conversations
  25. 25. Private Communities
  26. 26. YouTube – increase brand loyalty increase usage per user
  27. 27. Twitter (micro blogs) <ul><li>Objective and strategy </li></ul><ul><li>Sufficient time resources </li></ul><ul><li>Compelling and immediate? </li></ul>
  28. 28. Twitter <ul><li>700,000 followers: </li></ul><ul><li>Customer service </li></ul><ul><li>Brand loyalty </li></ul><ul><li>Consumer research </li></ul>
  29. 29. Twitter <ul><li>1.7MM followers: </li></ul><ul><li>Trade partner opportunities </li></ul><ul><li>Regional/ local/store level </li></ul>
  30. 30. 6. Network and develop business with business Social Media <ul><li>LinkedIn </li></ul><ul><li>Private communities </li></ul><ul><li>and groups </li></ul>
  31. 31.
  32. 32.
  33. 33. 7. Market consistently across media Increase brand loyalty (usage per user) Best recipe sweepstakes
  34. 34. 8. Measure and Refine <ul><li>Traffic – 76% of CMOS </li></ul><ul><li>Lead/fan generation </li></ul><ul><li>Conversion rate </li></ul><ul><li>Incremental sales </li></ul><ul><li>Return-on-investment </li></ul><ul><li>Brand awareness </li></ul><ul><li>… scalable experimentation </li></ul>
  35. 35. Strategy before Tactics!
  36. 36. Leverage Interactive Marketing <ul><li>Build competitive web presence </li></ul><ul><li>Build and harvest customer/consumer database </li></ul><ul><li>Leverage customer service 2.0 </li></ul><ul><li>Monitor and LISTEN </li></ul><ul><li>Capitalize on personal social media </li></ul><ul><li>Network and develop business </li></ul><ul><li>with business social media </li></ul><ul><li>7. Market consistently across media </li></ul><ul><li>8. Measure and refine </li></ul>
  37. 37. Any questions?
  38. 38. Strategy before Action! Source: Russell Herder and Ethos Business Law, July 2009
  39. 39. New, changing and overwhelming 67% of executive marketers consider themselves beginners when it comes to using social media for marketing purposes. SOURCE: Marketing Executives Networking Group, JESS3
  40. 40. <ul><li>Page rank </li></ul><ul><li>‘ Spider food’ </li></ul><ul><ul><li>Blog impact </li></ul></ul><ul><li>Keywords </li></ul>Manage and monitor web visibility
  41. 41. What is social media? ... officially <ul><li>Media designed to be disseminated through social interaction, created using accessible and scalable publishing tools. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. </li></ul><ul><li>Conversations made more efficient by the web </li></ul>

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