Lecture - Internet Marketing Planning & Strategy

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Short presentation on the keys to effective planning for internet marketing in an age of engagement and community-focused campaigns.

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Lecture - Internet Marketing Planning & Strategy

  1. 1. TONIGHT’S FIRST QUESTION WHY DO PEOPLE HATE INTERNET MARKETING? ... PREPARE TO DISCUSS
  2. 2. WHY WE HATE MARKETING + INTERRUPTIVE + INTRUSIVE + IRRELEVANT + UNATTRACTIVE + SALESY
  3. 3. WHY WE HATE MARKETING INSENSITIVE
  4. 4. TRADITIONAL MKTG MODEL + IDENTIFY + ENGAGE + CONVERT
  5. 5. INTERNET MKTG DEFINED Using the online channel to identify, understand, collaboratively create & meet A SEGMENT OF INDIVIDUAL + SOCIAL NEEDS, WANTS, WISHES AND DESIRES.
  6. 6. WHY WE LOVE MARKETING + INTERRUPTIVE + EMPOWERING + INTRUSIVE + CONVENIENT + IRRELEVANT + SENSITIVE + UNATTRACTIVE + BEAUTIFUL + SALESY + PASSIONATE
  7. 7. GRASSHOPPER
  8. 8. OUR TASK AS MARKETERS IDENTIFY, UNDERSTAND + COLLABORATIVELY CREATE A SEGMENT OF INDIVIDUAL + SOCIAL NEEDS, WANTS, WISHES AND DESIRES.
  9. 9. STEP ONE IDENTIFY + UNDERSTAND: WHOSE NEEDS, WANTS, WISHES AND DESIRES FIT WITH OUR BRAND?
  10. 10. STEP ONE IDENTIFICATION METHODS + STUDY EXISTING RESEARCH + ORGANIZE RESEARCH GROUPS + IDENTIFY ARCHETYPES + LISTEN 2 ONLINE COMMUNITIES
  11. 11. STEP ONE: ARCHETYPES
  12. 12. STEP ONE : “LISTENING”
  13. 13. STEP ONE
  14. 14. STEP TWO CREATE: HOW DO WE COLLABORATIVELY CREATE A SEGMENT OF INDIVIDUALS + SOCIETY THAT COMBINES THESE NEEDS, WANTS, WISHES AND DESIRES WITH OUR BRAND?
  15. 15. STEP TWO COLLABORATIVELY = + OPT-IN + INTERACTIVE + 2-WAY COMMUNICATION + FEEDBACK RESPONSE
  16. 16. STEP TWO SEGMENT CREATION METHODS + INVITATIONS + SIGN-UP FORMS + COMMUNITIES
  17. 17. STEP TWO 5,000 CHOCOLATE COVERED GRASSHOPPERS 5,000 INFLUENTIAL BLOGGERS
  18. 18. STEP THREE MEET: HOW CAN WE ADDRESS THE NEEDS, WANTS, WISHES AND DESIRES OF A SEGMENT OF INDIVIDUALS + SOCIETY IN OUR MARKETING?
  19. 19. STEP THREE METHODS OF MEETING NEEDS + PRICE BREAKS + ENTERTAINMENT + INSPIRATION + CONVENIENCE + INFORMATION / CONTENT
  20. 20. STEP THREE TOOLS FOR MARKETING + SOCIAL MEDIA + WORD OF MOUTH + WEBSITE + E-MAIL + VIDEO
  21. 21. STEP THREE GRASSHOPPER http://www.youtube.com/watch?v=T6MhAwQ64c0&feature=player_embedded#t=134
  22. 22. RESULTS 183,000: YouTube video views 51,700: Landing page views 2,959: Referrals from Twitter 1,664: Referrals from Facebook 170: Blog posts $68,103: Total campaign cost
  23. 23. STEP THREE OASIS http://work.canneslions.com/titanium/index.cfm? award=101&sort=0&order=1&winners_only=1&keywords=BBH&submit.x =0&submit.y=0&submit=Go
  24. 24. IN-CLASS ASSIGNMENT WE WILL BE SPLITTING INTO 2 GROUPS. EACH GROUP WILL HAVE ONE HOUR TO CREATE A BASIC ONLINE MARKETING PLAN FOR A PRODUCT.
  25. 25. IN-CLASS ASSIGNMENT GROUP 1: #2 + 5 “NINJA”
  26. 26. IN-CLASS ASSIGNMENT GROUP 2: #1 + 3 + 4 “SOUND JACKET”
  27. 27. DELIVERABLES IDENTIFY + UNDERSTAND WHOSE NEEDS, WANTS, WISHES AND DESIRES FIT WITH THE BRAND. DETAIL A PLAN TO COLLABORATIVELY CREATE A SEGMENT OF INDIVIDUALS + SOCIETY DETAIL A PLAN TO USE FORMS OF ONLINE MARKETING TO MEET THE NEEDS OF THE SEGMENT YOU HAVE CHOSEN
  28. 28. THE BLOG TAMPASOCIALMEDIA.COM

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