moving your offline marketing budget online
Post on 21-Oct-2014
3.273 views
DESCRIPTION
Transferring offline marketing dollars to online campaigns can generate savings and a higher ROI at the same time. But you need a plan. This is the slide portion of a webinar that covers strategies for managing the transition. Be sure to download the audio portion from ConversationMarketing.com.TRANSCRIPT
Moving your offline marketing budget online.
Ian LuriePortent Interactive
No magic formula
You need a plan
You need to think
A primer
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e-maildisplay
‘social media’
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‘social media’
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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?
ConversationMarketing.comTwitter: @portentint