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Integrating Offline And Online Marketing Webinar


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Amy Marshall, partner of Webbed Marketing, presents a free webinar on Integrating Offline And Online Marketing.

Published in: Business

Integrating Offline And Online Marketing Webinar

  1. 1. Integrating Online and Traditional Marketing April 22, 2008 Amy Marshall
  2. 2. Historical Marketing <ul><li>Controlled marketing </li></ul><ul><li>Customer only sees and hears what you present </li></ul>Email Customer Sales Rep Print Direct Mail Marketing
  3. 3. Today’s Marketing Email Customer Review Print Blog Marketing Review Reader Reader Reader Reader Video Article <ul><li>Controlled by audience </li></ul><ul><li>Targets creating own marketing mediums </li></ul>
  4. 4. Why more is needed <ul><li>Traditional media is getting tougher </li></ul><ul><li>Faith in public media is low </li></ul><ul><li>Increased media fragmentation </li></ul>
  5. 5. Importance of integrating online strategies <ul><li>Reach a broader audience </li></ul><ul><li>More information is available </li></ul><ul><li>More ways to educate target audience </li></ul><ul><li>Harness feedback from target audience </li></ul>
  6. 6. Benefits of an integrated strategy <ul><li>Momentum of a combined strategy increases ROI </li></ul><ul><li>Relationship building leads to repeat business </li></ul><ul><li>Better tracking ensures wise use of $$ </li></ul>
  7. 7. Social Media
  8. 8. Social Networks <ul><li>The study predicts that between 2007 and 2011, U.S. ad spending on social networks will grow 180% to $2.5 billion. </li></ul><ul><ul><li>eMarketer, May 2007 </li></ul></ul>
  9. 9. Why Should I Care? Word of Mouth Marketing: $76 million in 2001 $981 million in 2006 Projected $3.7 billion by 2011
  10. 10. Social Marketing <ul><li>Spending on social media and “conversational marketing” will surpass traditional marketing spend by the end of 2012 </li></ul><ul><li>- TWI Surveys, Inc </li></ul>
  11. 11. Obstacles… <ul><li>The top obstacles to increased spending on conversational marketing, according to survey respondents: </li></ul><ul><li>Manpower restraints: 51.1% </li></ul><ul><li>Fear of loss of control: 46.9% </li></ul><ul><li>Inadequate metrics: 45.4% </li></ul><ul><li>Culture of organizations: 43.5% </li></ul>
  12. 12. Campaign Scenario Corporate Communications Brand Awareness TV Ad Sales Teams Meet Qtrly Goals Product Demos Product Marketing Launch New Product Whitepaper-Brochure Campaign Mgrs Decide best medium for each of the goals Customer Receives Diluted Message
  13. 13. Return On Marketing Objectives (ROMO) <ul><li>Brand tracking methodology </li></ul><ul><ul><li>Rex Briggs, Marketing Evolution </li></ul></ul><ul><li>ROI of each marketing mix element (online and offline) </li></ul><ul><li>Contribution to brand equity and sales impact </li></ul><ul><li>How to optimize the marketing mix </li></ul><ul><li>All the stakeholders bought into plan and the possible outcomes </li></ul>
  14. 14. Multidimensional Marketing
  15. 15. Buying Process
  16. 16. Buying Process
  17. 21. Marketing Revolution Marketing 1.0 Marketing 2.0 Commercials Product placement Press releases Blog post Direct mail E-mail Push content Pull content (Search Engine Marketing) Collateral Video / podcast / vidcast Seminar Webinar / Virtual world (i.e Second Life) Mainstream media / Business generated content User generated content & product innovation Building websites Building communities / social networks
  18. 22. Case Study: Home Builder <ul><li>Exposure </li></ul><ul><ul><li>Billboards, Radio, Print, Direct Mail, SEO, PPC </li></ul></ul><ul><li>Research </li></ul><ul><ul><li>Site landing page, Invitation event, SEO, PPC, Videos, Podcasts </li></ul></ul><ul><li>Decision </li></ul><ul><ul><li>Direct sales, Website </li></ul></ul><ul><li>Loyalty </li></ul><ul><ul><li>Discounts, Emails </li></ul></ul>
  19. 23. Questions? [email_address]