email social media and search in the overall marketing mix 1233160849952233 2
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Copyright 2005, Advanced Media Productions, Inc.www.advmediaproductions.com
Email, Social Media and Search in the OverallMarketing Mix
Louise RijkVice-President of Marketing Sales!dvanced Media Productions, "nc#
"nternet Marketing
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- "nternet Marketing
- Email Marketing
- Social Marketing
- $e% Site &evelo'ment
- Online &is'la( !dvertising
- !ffiliate Marketing
Overvie)
- *e) Marketing +oolkit
- $e% Site onversion
- Landing Page O'timiation- "nternet Marketing Strateg( and Planning
- ross hannel Marketing "ntegration
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$hat is "nternet Marketing.
Strategies and +actics !''lied on the "nternet toSu''ort an Organiation/s Overall Online
Marketing O%jectives
0oals Ma( "nclude1 &riving targeted traffic to a $e% site and converting visitors to
customers at the highest rate
ustomer retention
Esta%lishing %rand-a)areness
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"nternet Marketing +rends
"nternet Marketing Revenue is 0ro)ing 2asterthan the Overall !dvertising Market- Online advertising s'ending gro)th )orld)ide 3 45561 75 %illion
45851 65 %illion 99 Source1 :effries o#, March 455;
Slo)ed 0ro)th in &irect Mail +elemarketing- ? of Small @usinesses in the A#S# !dvertiseOnline
Overall +rend1 +ransition 2rom +raditional!dvertising- More Measura%le Online !dvertising +actics
- hanging onsumer ontent onsum'tion Patterns
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"nternet Marketing @enefits
!ccurate am'aign Re'orting and RO" +rackingB !ccounta%ilit(
!llo)s for 2reCuent +esting and Duick A'dates
of *e) Online Promotions @etter +argeting Segmenting +han +raditional
Media +racks online user %ehaviors
0athers geogra'hic user information Relativel( "nex'ensive $a( to 0enerate *e)
@usiness and @uild @rand !)areness !verage customer acCuisition cost - Search !dvertising1 ;-85F
Printed Gello) Pages1 8>-4>F &irect Mail1 65-H5
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Components of Internet Marketing
E-Mail
Marketing
Search
EngineMarketing
!ffiliate
Marketing
$e%site
&evelo'ment
Online&is'la(
!d RichMedia
!dvertising
Search
EngineO'timiation
Search
Engine!dvertising
Social
Marketing
Online
Re'utationManagement
@usiness
@logMarketing
Podcasting $OMM
Social
MediaMarketing O'timiation
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Promotion of Products and Services via Email Variet( of 2ormats1 +ext Messages, 0ra'hics-
%ased !ds and *e)sletters, Rich Media
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Permission-@ased Email Marketing
Precision +argeting +hrough Email ListSegmentation
Retargeting +hrough !nal(tics "ntegration
@uilds, Retains and Strengthens ustomer
Relationshi's
@uilds @rand-a)areness
am'aign Results +racking through $e%site!nal(tics- O'en Rate, lick-through Rate, *e) Su%scri%ers, Su%scri%ers O't-out
Retargeting Visitors $ho &id *ot @u( $ith +argetedOffers
Lo)er ost and More 2lexi%le +han &irect Mail Advanced Media Productions, 200!
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$hat is Social Media.
Online tools and 'latforms that 'eo'le use to share o'inions,insights, ex'eriences and 'ers'ectives )ith each other and can %eused to %uild a communit( around
Social Media is %uilt on generated content that can take man(forms1 text, images, audio and video
Po'ular social mediums include1 %logs, message %oards, 'odcasts,vlogs
Social net)ork sites include1 M(s'ace, 2ace%ook, 2riendster,Linked-"n
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Social Media Sites
Social *e)s $e% Sites- &igg- Reddit
- *e)svine
olla%orative ontent!ggregators
- $iki'edia
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Social Media O'timiation
" "ncrease )e% site linka%ilit(1 Link%aiting" reate content on (our )e% site that cauess someone to link to
(ou 3 funn(, controversial, informative
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Online $OMM and Social MediaMarketing
Online $OMM haracteristicsSocial Media Marketing
haracteristics
Relies 'rimaril( on JinfluencersK to s'read the)ord
S'reads %( itself through the social )e% and relieson 'assing messages along from 'erson to'erson#
*ot al)a(s relevant to the %rand
Asuall( generates a short traffic s'ike
ReCuires excellent 'roduct or serviceJinfluencersK can %e excited and talk a%out#
0enerate %rand-a)areness and sustained )e% sitetraffic
Engages customers long term through the 'roductlife c(cle
Message needs to %e cool, outrageous or 'rovideexce'tional value to attract attention and %e'assed along
Online and Offline Online Onl(
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+actics AS Marketing Executives Ase or Plan toAse in 455;
Social Media Marketing $OMM$h( @other.
;5?
7?
76?
44?
48?
8?
Source1 Emarketer
Email Marketing
Product Placement
@ehavioral Marketing
@logs
Paid Search Marketing
ustomer "nfluenceN$ord ofMouth
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Social Media MarketingPutting it all +ogether
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onsumersNEvangelists - 0M
Marketers
Marketers "nform +hroughEducational Marketing-Online Press Releases@usiness @logs- PodcastsRSS 2eeds-@randNProduct $e%sites-Social *et)orking $e%site
Marketers Promote +hroughOnline !dvertising- Paid Search- &is'la( !dvertising- ontextual !dvertising- "n-0ame !dvertising
Marketers Monitor, Engage "nfluence,
On-Line @u- @log PostingsNomments- Online 2orum Postings
Marketers Promote +hroughRMNom'an( 2eed%ack- Iigh Dualit(, ustomer-centric service- ustomer &iscussion @oard- ommitment to Iigh Dualit( Products and Service
Social MediaMarketing onsumers reate @u
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om'onents of SearchEngine Marketing
SearchEngineMarketingSearch
EngineO'timiation#$ree %rganic &istings'"Conte(tua) *earch
"Image *earch"+ideo *earch"ationa)"&oca)"Internationa)
SearchEngine!dvertising#Paid P)acement'
Pa(-Per-lick"ationa)"&oca)
$e% &irectories
"-"ier /irectories"2"ier /irectories"*pecia)ty /irectories
"nternetGello)Pages
Sho''ingom'arison Engines"$ree &istings"Pay"Per"C)ic
&istings
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$e% Site &evelo'ment
"$e% Site +('es"Ecommerce, Promotion "nformation,Entertainment, ustomer Service
"$e% Site Platforms
"+em'late-%ased Off-+he-Self Iosted Suites
""ntegrated Suites from Single-Source Provider"O'en ore +echnolog( Platforms
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$e% Site &evelo'ment
"e( 2actors for @uilding Successful $e% Sites
"ontent and Messaging
"Asa%ilit( 3 *avigation, Site Search and "nformation !rchitecture
"Visual &esign
"Aser Engagement and Relationshi' @uilding
"onfidence @uilding a'a%ilit(
"ustomer ommunications and 2eed%ack
"$e% Site onversion O'timiation
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Online &is'la( !d Rich Media!dvertising
Placement of +ext !d Links, @anner !ds, Ex'anda%le @anners,Rich Media, Video !ds,
Various +argeting O'tions1 ontextual, @ehavioral,0eogra'hical
2lexi%le Price Models
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&is'la( !d Rich Media!dvertising 3 &is'la( !ds
&is'la( !ds
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!ffiliate Marketing
!ffiliates are $e% Sites +hat Send +raffic to an !nother$e% Site
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Io) "t $orks
!ffiliate Marketing
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2actors +hat !ffect$e% Site onversion
Message 3 Landing Page om'ati%ilit(
AnCualified +raffic 3 e()ords and !d +ext, Email Message
$rong e()ords 3
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2actors +hat !ffect$e% Site onversion 3 ont/d
Site ontent and Messaging- AniCue selling 'ro'osition
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2actors +hat !ffect$e% Site onversion 3 ont/d
Site Structure and *avigation Site design, information architecture and technolog(
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$e% Site onversion - "neffectiveLanding Page
&is'la( !ds
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&is'la( !ds
$e% Site onversion - "neffectiveLanding Page
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&is'la( !ds
$e% Site onversion 3 EffectiveLanding Page
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Product +itle
Large J!dd to artK
Product name and major
ke()ord in descri'tion
S'ecialied Landing Page
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$e% Site onversions 3 $e% SiteIome Page
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Landing Page O'timiation$e%-@ased !N@ S'lit +esting
+raffic Soft)areProgram
Page !
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"nternet Marketing Plan - Outline
Measura%le 0oals and O%jectives Market !nal(sis
+arget audience +arget market sie and characteristics
urrent 'osition
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Print Pu%lication!dvertising"Maga1ines
"ewspapers
"%ther
Marketing ollateral"rochures
+VNRadio"30 *econd *pots
&irect Mail"Postcards
"/irect mai) pieces
+rade Sho)s" 4egiona) and nationa)
rade show appearances
Search Marketing" Paid *earch PPC
" Conte(tua) PPC
" %rganic search
" *hopping Comparison
Email Marketing" i"month)y news)etter
" Promotion %ers
&is'la( !d RichMedia !dvertising
"anner ad p)acement" +ideo Advertising
Social Marketing" )ogging
" Podcasting"4eputation
Management
" 6%MM, *MM, *M%
!ffiliate Marketing" In"house
" Ai)iate etwors
OfflineMarketing
OnlineMarketing
ross hannel Messageonsistenc(
ross-channel "dentit(NVisual!''earance onsistenc(
@randing, &irect Res'onseMarketing and ustomer Retention
ross hannel Event +iming
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