moving your offline marketing budget online
Post on 21-Oct-2014
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Moving your offline marketing budget online.
Ian LuriePortent Interactive
No magic formula
You need a plan
You need to think
A primer
seoppc
e-maildisplay
‘social media’
seoppc
e-maildisplay
‘social media’
???directdirectprint/displaypr
Setting the foundation
The worst case
Audience
Competition
Infrastructure
InfrastructureAnalytics
Infrastructure Iteration
InfrastructureSupport
Waiting
Assets
AssetsE-mail List
AssetsRankings
AssetsBrand
AssetsX
Set a baseline
Goals
GoalsValuevalue/click =
customer value x lead conversion rate x final conversion rate x
What to cut
What to keep
OnlineOffline
DescriptiveTeasing
Timing
Seasonality
Timing, 2
Your brand
Your brandListen
Your brandLet go
Your brandEngage
Results
ResultsAnalytics
ResultsValue
ResultsConnect
Expectations
ExpectationsTimeframes
Expectations Iteration
ExpectationsCosts
ExpectationsLabor
ExpectationsROI
The Team
The TeamTest
No Miracle Cures
Questions?
Ian Lurieian@portent.com
ConversationMarketing.comTwitter: @portentint
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