Driving  ROI  from  your  Online  Presence

Presenter:  Erin  Whi-le,  MPub,  BA

Thank  You  to  our  Sponsors

Welcoming  our  Newest  Members

Fiona  Walsh,  Independent  ConsultantMichelle  Hassen,  planningAlliance

Katherine  Fowler,  Klohn    Crippen  Berger

What is Online Marketing?

•“E-marketing is the use of information technology in the process of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders.”

Strauss, El-Ansary, and Frost. E-Marketing. 4th Edition. Pearson Prentice Hall. c 2006

If e-marketing is just the application of technology to conventional marketing principles, why all the hype? (And why this workshop?)

15 E-Marketing Distinctions (how the Internet changes the game)

1. A power shift to buyers

2. Speed of change and time expectations

3. Not restricted by place; disintermediation

4. Global reach - borders do not exist

5. 24/7; time zones disappear

Strauss, El-Ansary, and Frost. E-Marketing. 4th Edition. Pearson Prentice Hall. c 2006

15 E-Marketing Distinctions (continued)

6. Knowledge management

7. Market deconstruction; new industries and nontraditional firms

8. Open standards

9. Interdisciplinary standards

10. Intellectual capital rules--imagination, creativity, entrepreneurship

Strauss, El-Ansary, and Frost. E-Marketing. 4th Edition. Pearson Prentice Hall. c 2006

15 E-Marketing Distinctions (continued)

11. Bits, not Atoms

12. Task automation

13. Scalability

14. Mass customization

15. Market fragmentation

Strauss, El-Ansary, and Frost. E-Marketing. 4th Edition. Pearson Prentice Hall. c 2006

E-marketing doesn’t supercede “traditional” marketing; e-marketing integrates with traditional marketing to enhance value.

Photo Credit: Louis K. via Compfight cc

How does e-marketing enhance value? Photo Credit: Guerrilla Futures | Jason Tester. via Compfight cc

8 Key e-marketing opportunities (how marketers can take advantage of the internet)

1. Lower costs

2. Trackable, measurable results

3. Global reach

4. Personalization

5. One-to-one marketing (maybe)

8 Key e-marketing opportunities

6. More interesting campaigns

7. Better conversion rates

8. Twenty-four hour marketing

We should start a blog.

Can you build me a Facebook page?

Make the ad interactive.

Can you make it go viral?

I want to rank first on Google.

Can we just email them?

Can you just automate it?

What’s the difference between good online marketing and bad online marketing?

Strategy.

What is a strategy anyway, and why do you need one?

Community

Technology

Digital Strategy Balance

Undercapitalization Frustrations

Inefficiencies

15

Organization

“Strategy is a coherent mix of policy and action designed to surmount a difficult—usually high stakes—challenge.”

Good Strategy

6 Critical Questions to Guide Strategy

1. Where are you trying to get to in the long-term? (SMART objectives/goals)

2. What are the values and expectations of stakeholders?

3. Which markets do you compete in and what kind of activities are involved in such markets? (market segmentation, targeting)

4. How can you perform better than the competition in those markets? (competitive analysis, differentiation/innovation, positioning)

5. What external, environmental factors affect the your ability to compete? (opportunities and threats)

6. What resources (skills, assets, finance, relationships, technical competence, facilities) are required in order to be able to compete?

Good Strategy

How can you execute your online marketing strategy?

1. Website Marketing

2. Content Strategy

3. Content Marketing

4. Search Engine Optimization (SEO)

5. Search Engine Marketing (SEM)

6. Online/Display Advertising

7. Social Media Marketing

8. Email Marketing

9. Mobile Marketing