Transcript Digital Marketing Week 1

Digital Marketing Foundation
Inbound vs. Outbound Marketing
Presented by Karen Porter
Presented
by Karen Porter
Department of Marketing
UM
School of Business Administration
of Business Administration
&School
ImpactOnlineMarketing.com
The University of Montana
Course Specifics
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About the course
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About your instructor
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Hands-on & interactive
4 weeks with “homework”
First segment of 20 week OSMM certification course
impactonlinemarketing.com/sell-digital-foundation
[email protected]
406-529-8931
About YOU and why you are here
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Introductions
Student information sheets
What is Marketing?
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Astute evaluation of trends and opportunities
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Deep insights about customer needs
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Knowledge of competitors, positioning & value
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Segmentation, targeting, and positioning
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Effective use of Marketing Mix – the “4 P’s”
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Effective relationship management strategies
Inbound vs. Outbound Marketing
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Outbound marketing is traditional marketing
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Marketers identify the consumers they want to reach
and then broadcast out to them
Interruptive marketing
One-way communication
Inbound marketing lets customers find YOU
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They’re searching for what you have and locate YOU
Two-ways (or multi-way) communication
Interactive in nature
Focused on relationship building and loyalty
Who is Your Target Market?
80/20 Rule
Identify by similar characteristics: Age, Gender, Income,
Education, Interests, Occupation and Other Criteria of Relevance
Strategy Decisions
Can Be Very Difficult
Key Marketing Strategy
Decisions
Insights from
Target Customers
Target Insights >
Strategic Decisions >
The 4 P’s of Marketing
Rules of the 4 P’s
Delivering What Your
Customers Want
NOW You Can Think About
Specific Marketing Tactics
Before the Internet
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Businesses relied upon traditional media:
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Yellow Pages
Newspapers
Television
Radio
Magazines
Telemarketing
Direct Marketing
Fax Marketing
Times are Changing
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Traditional advertising media are losing
effectiveness – and here’s why!
Times are Changing
Traditional advertising media are losing effectiveness
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Directories –
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Get out-of-date quickly (may be inaccurate)
Expensive
Multiple options (does Missoula need 3 Yellow Pages?)
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(focusing primarily on Yellow Pages)
Does your business need to BE in all three?
Huge fall-out in usership – consumers moved online
Times are Changing
Traditional advertising media are losing effectiveness
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Print Publications
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Printing costs have increased
Readership is skewed to older demographics
Fewer readers = lower distribution = lower ad revenues
Major newspapers have closed their doors
Times are Changing
Traditional advertising media are losing effectiveness
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Television – harder to grab and hold attention
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Fragmentation of viewers
Zipping (skipping through commercials)
Channel surfing during commercials
Alternative viewing – Hulu
Times are Changing
Traditional advertising media are losing effectiveness
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Radio
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Background medium (hard to get undivided attention)
Alternative options in vehicles
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Satellite radio
Plug in your iPod
Listen to CDs
Alternatives in homes/offices
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Internet radio (Pandora, etc.)
Cable Television music options
iPods
Times are Changing
Traditional advertising media are losing effectiveness
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Direct Mail –
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costly / low conversion / slow
Costly on a per piece basis
MUST be tightly targeted to be cost effective
Only works for higher prices items (based on ROI)
Low conversion
Slow
Times are Changing
Traditional advertising media are losing effectiveness
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Directories –
print versions go out of date / expensive
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Print Pubs –
in decline / costs up / shifting readership
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Broadcast –
fragmentation / zipping / zapping / Hulu
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Direct Mail –
costly / low conversion / slow
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Telemarketing –
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Faxes –
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Referrals –
do not call lists / intrusion factor
mass faxing less effective / easy to overlook
ALWAYS relevant / but lack of control
Times are Changing
Traditional advertising media are losing effectiveness
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Telemarketing –
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1990’s was huge for this
Do No Call Lists
Significant reduction of registered land lines
Viewed as privacy invasion (i.e. “spammy”
New Media is Online
& Online Statistics are Astonishing
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1 Trillion + — number of web pages in the world
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200+ Billion online searches each year in U.S. alone
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30 % — searches that are targeted locally (city or zip )*
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20 % — total online searches done by mobile phones*
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37 % — small businesses without a website*
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80 % — local searches done on mobile devices = buyers*
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0%
— chance to connect with consumers who are
searching online if an organization doesn’t
have an online presence
* 2012 statistics based on U.S. data only
Business Owners Face
Marketing Challenges
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Recession has led to slower sales & lower profits
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Traditional media declining in effectiveness
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Consumers are searching for businesses online
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Business owners are confused and frustrated
about how to use online marketing effectively
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Many businesses lack either the knowledge,
the interest, or the time to learn online marketing
and develop an online strategy…..
Does This Describe You?
A Website is Essential
But Having One isn’t Enough
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Websites lend credibility
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Is your website getting found?
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Know what your prospective customer is doing online
Is your site helping or hurting your business?
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Know how people are searching & where your site is ranked
How do you drive traffic to a website?
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The business card of yesterday
Does it promote your business to best advantage?
Your site should be an online HUB!
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Does it promote your business to best advantage?
Your Website as an Online Hub
Why Being “On” Google is Vital
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70% of all U.S. online searches are done on Google
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80% + of intl. online searches are done on Google
(with a few notable exceptions – ex: China)
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60% of searchers do not typically search beyond
page one of search engine results
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Do you know what your potential customers are
searching for? – Keyword Research
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Need to be FOUND by those searching for the goods
and services you offer – SEO (Search Engine Optimization)
Website Not Getting Found?
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Was the site developed strategically?
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Did development include these 3 key elements?
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Were goals clearly defined on the front end?
Was keyword research done first to drive how and where those words
are optimized on the site?
Solid coding (the site functions as it should)
Strong design (attractive, credible & user-friendly)
Strategic marketing (solid SEO, marketing strategy done on front-end,
integrated and ongoing online marketing strategies)
Are you using best practices of SEO?
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On-page optimization
Links coming into the website (quality counts more than quantity)
Social validation
Mobile Marketing – The Next Wave
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67 % of U.S. citizens now own smart phones
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Japan and Europe mobile are far
ahead of U.S. in smart phone
usage; the U.S. is sure to follow
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97% of smart phone users search
online by phone
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<20% of all sites are mobile-friendly
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By end of 2014, more people will access
websites by smartphones and tablets
than by desktops and laptops combined!
Social Media – “Do I HAVE to use…”
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Facebook
Twitter
LinkedIn
Pinterest
Google + Local
Blogging
Instagram
Other?
Social Media KISS – F.O.C.U.S.
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Focus – on 1-2 targeted social media platforms
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One in four “rule”
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Calendar – plan monthly / quarterly in advance
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Utility – use tools to make posting easier
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Social – create content that is “share-worthy”
“Share-worthy” is KEY
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Share-worthy is NOT:
Share-worthy Content
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Is NOT:
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Pitch, pitch, pitch
Obviously self-serving all the time
One-sided communication
IS:
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Interactive – two way communication
Involves your customers, fans, etc.
Engaging!
Four Types of Content
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Informing
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Storytelling (most important)
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Product / service reminders (i.e. “selling”)
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General (but related) content
Informing Content
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What’s new in your business
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Updates special events
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New products
New services
New staff
Sales and promotions
Special events – grand opening, holiday celebration, etc.
Other “announcement” type information
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Awards
Media coverage
Etc.
Storytelling Content
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Stories about your customers
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Stories about you – personalize the business owner /
managers of the business
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Stories about staff and why they work for you
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Schedule: as often as possible – will need to encourage
participation!
Product & Service Reminders
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Product / service highlights
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Subtle “selling” of a product your carry or
service you offer
Present as problems to solutions when you can
Do NOT make it a strong sales pitch
Soft-selling in social media works much better
General Related Content
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Fun, FYI-type information that is relevant to
your products / services
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Cartoons
Memes
Photos sent in my customers,
Etc.
Fun, FYI-type info that is universally
appealing (quotes and related)
What Does All This Mean for Biz?
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Marketing strategy needs to marry online and
offline marketing initiatives
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Know specifically the words your customers are
using to search – them use those words online
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Use online findings to market offline
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Use media that is right for your type of business
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Know what’s already working for you - continue
using what works and eliminate what’s not
What Does All This Mean for Biz?
continued
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Know your “conversion funnel” statistics – having the
ability to measure gives you power
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Develop a STRATEGY (don’t just try a hodge-podge of
ideas hoping something will work)
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Measure and tweak what’s working and then “rinse and
repeat” to improve your results
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Do NOT try to do everything – start by doing several
things really well and you’ll have better success
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Add more things as you succeed with initial efforts
Karen Porter
[email protected]
[email protected]
(406) 529-8931