Transcript Into to MarCom PowerPoint Presentation

Marketing in the
Digital Age
Presented by Karen Porter
Department of Marketing
School of Business Administration
The University of Montana
and
ImpactOnlineMarketing.com
Before the Internet
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Businesses relied upon traditional media:
Yellow Pages
 Newspapers
 Television
 Direct Mail
 Telemarketing
 Magazines
 Radio
 Billboards
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Times are Changing
Traditional advertising media are losing effectiveness
 Yellow Pages – now skewed to older consumers / expensive
Times are Changing
Traditional advertising media are
losing effectiveness
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Yellow Pages – skewed to older consumers / expensive
Magazine – in decline / long lead time / shifting readership
Newspapers – in decline / skews older / day old news
Television – fragmentation / zipping / zapping / Hulu
Radio – audio only/ high freq needs / market fragmentation
Direct Mail – costly / low conversion / slow / “junk mail”
Billboards – limited locations / limited messaging
New Media is Online
Online Statistics
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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 a sufficient online presence
* 2012 statistics based on U.S. data only
Online Marketing Should
Not Be an Afterthought
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Most Marcom texts treat it online generically
Texts focus much more on traditional media
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Why? It doesn’t continually change!
Online marketing needs to be integrated with
offline marketing for best marketing results
Needed: An Integrated Media Mix
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Offline and online marketing needs to work
together to reinforce brand and messaging
strategies
One is not “better” than the other
Use each to compliment the other
Need to meet needs / habits of the target market
Evaluate effectiveness of each media (online or off)
and spend where you’re getting results
Eliminate what is not working
Align Media with Target Audiences
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Learn about your media options – costs,
demographics, other information
Select media vehicles to reach each target most
efficiently and cost effectively
Avoid wasted coverage (i.e. don’t pay to reach
people who are not in your target market)
Plan media schedule to match budget / needs
Track effectiveness of each vehicle used
Fine tune media plan based on analytics & results
Leveraging Offline Media
for Online Impact
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Promote business website on everything – let the
website do the heavy lifting
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Track / monitor offline ad effectiveness
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Calculate return on investment and make future
decisions accordingly
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Find what works best – then “rinse & repeat!”
A Website is Essential
But Having One isn’t Enough
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Websites lend credibility
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Is the website getting found?
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Know how consumers are searching & where the site is ranked
How do you drive traffic to a website?
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The business card of yesterday
Know what prospective customers are doing online
Is the web presence helping or hurting the
business?
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Develop a cohesive online / offline marketing strategy
Does a Business HAVE to Use…
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Google Places?
Facebook?
Twitter?
LinkedIn?
Blogging?
Mobile Marketing?
Other?
Mobile Marketing – The Next Huge Wave
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49 % of U.S. citizens now own smart phones
Smart phone purchases up by 58% last year alone
Internet access via mobile devices is expected
to surpass access by laptops
& desktops in 2013/14
97% of smart phone users
search online by phone
Mobile searches have
quadrupled in past year
<5% of all sites are
mobile-friendly
What is “Mobile” Marketing?
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Mobile websites
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SMS text marketing
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QR codes
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Mobile apps
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Mobile websites becoming essential – the rest
may/may not be appropriate for a given business
BMKT343 “Remixed”
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Beyond the standard text
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Integration of online and offline marketing
Exposure to online marketing in this course is just
a beginning – but a vitally important beginning
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The target market remains the driver of all
marketing decisions
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All elements of the marketing mix MUST be
congruent – with target market & each other