email social media and search in the overall marketing mix 1233160849952233 2

8/12/2019 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

Advanced Media Productions, 200!


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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


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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email social media and search in the overall marketing mix 1233160849952233 2

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