Transcript Integrated Marketing - Flathead Valley Community College

Integrated Marketing
Search Engine Marketing
Chapter 1
Instructor: Dawn Rauscher
Brief Marketing History
• When Did it Begin?
– 1800’s -- Newspapers
– 1900’s -- Radio & TV
• Types of Marketing?
– Direct Marketing
– Database Marketing
– Profiling
– Clustering
– Segmentation
• Customer Lifetime Value (CLV)
– Scanner Data
– Consumer Interviews
• Web Marketing
– Banner Ads
– Bulk Email
– Portals
– Search Engine Marketing
Offline Marketing Lessons
• TV Road Blocks
– 1960’s
• 4 Ads for 2 Nights targeted 90% audience
– Today
• 85 TV Ads
• Problems
– Thousands of channels
– Newspapers
– Radio Stations
– Billboards
– Web pages
Digitization Changes
• Countless Choices
– Example: Music (MP3, ipod, ipad, Pandora)
– Example: Newspaper
• Manage Ad Campaigns
– Web allows for segmentation
– Target specific audience
• Transformation
– Few Campaigns/Year
– Thousands of Campaigns Simultaneously
• Media
– Mostly make money by displaying advertising
New Marketing Model
• Analytics
– Digital Media sends data to the analytics
– PPC, SEO, banner adds, bulk email, ect.
– Traditional Media have been added to this stream
of information
• Benefits
– Where is the traffic coming from?
– How much does it cost per lead?
– How much does it cost per sale?
– What is the value per visitor?
• Results
– What is going on?
– What can we do about it?
– Change campaigns accordingly
Google’s Role
• AdWords (Easy, popular, successful)
• Ads on AM/FM radio
• Ads on TV (CNN, MSNBC, Animal Planet)
– Upload a video, select markets, place bids
• Newspaper Market
• Mobile Device ads
Limits of Traditional Marketing
• Connections of TV ad views to sales
could not be tracked
• TV stations did not know if the show
was being watched
• Radio stations didn’t know if people
were listening
• Newspapers could only track sales and
subscriptions
Unique URL’s & Tracking Codes
• Send the customer to a webpage
• Unique URL’s included in all ads
– KoiSummer.com for TV
– KoiJuly.com for radio
• Tracking tools record visits, actions,
conversions
• Unique URL’s with a redirect to the main site
Buying Cycle
1.
2.
3.
4.
Awareness of a desire or need
Research the market
Compare products
Purchase the product
Length of Buying Cycle
•
•
•
•
Low cost products = A few days
Large purchases = Month
Industrial Equipment = Six Months
Real Estate = Years
Integrated Marketing
QuickTime™ and a
decompressor
are needed to see this picture.
Qui ckTime™ and a
decompressor
are needed to see this pictur e.
The use of two or more marketing
channels to sell a product or service.
QuickTime™ and a
decompressor
are needed to see this picture.
QuickTime™ and a
decompressor
are needed to see this picture.
Digital Marketing Tools
• Analytics --- Software to track campaigns
• PPC (pay-per-click) ---Place Ads on search results
• Multivariate Testing (MTV)
Software to test permutations of web pages
• Targeting Messaging
Databases, analytics, behavioral targeting,
customer profiles to send targeted messages
• Business Intelligence (BI)
Software that collects sales & financial activity
• CRM
Software to track customers
Integrated Marketing Strategies
– Divide up customer base into categories
– Display message at audience through
multiple channels
– Point viewers to unique URL
Enterprise Marketing Management
EMM
• Uses various tools to manage marketing
strategies and tactics
– Reduces costs
– Increases productivity
– Grows revenue
• Other Names
– Marketing Resource Management (MRM)
– Marketing Operations Management (MOM)
• Unica is the market leader
Conclusion
• Google AdWords allow marketing to be a
trackable activity
• Digitized Marketing offers new tools for
automated distribution of campaigns across
multiple channels
• Traditional Marketing and Online Marketing
have merged into one package
QuickTime™ and a
decompressor
are needed to see this picture.