Digital Marketing Foundation Traditional vs. Online Marketing

Slides:



Advertisements
Similar presentations
How to take advantage of search engines for your local business.. THE LAST FRONTIER LOCAL and MOBILE SEARCH Take advantage with… JOAN MARIE VERBA SOCIAL.
Advertisements

How to take advantage of search engines for your local business.. THE LAST FRONTIER LOCAL and MOBILE SEARCH Take advantage with… InterCircle Marketing.
Presented by Amanda Groover Oct. 16 th, MBA- Marketing from Ashford University BBA- Management from University of North GA Previous Work Experience:
The Big Idea for the “Emerging Young Artists” is to do SMART marketing using digital marketing avenues. The idea is to create awareness and increase.
Maximise Your Online Presence SEO & Social Media Strategies For Local Business Owners.
What Is Mobile Text & SMS Marketing & How Can It Help My Local Business.
SEO Search Engine Optimization: Communicating well with search engines and with human beings. GET OUT OF YOUR SEO TIME MACHINE SEO hasn’t died, but it.
Digital Marketing Overview Tpugliese Adapted from Anton Koekemoer | April 2012.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Digital Marketing Foundation Inbound vs. Outbound Marketing.
Websites as Marketing Tools. Website: Megaphone or Hub? Megaphones – speak one to many; one-directional Hub – encourages interactivity; two-way and.
Marketing Communications Services Hayward, WI.
TechnoloyPlus Insightful Training On Using Emerging Internet Technology & Media Effectively For Business Success & Hotel Success.
Is Social Media a Fad? Social Media Revolution Social Media Presence It’s important to be participating in social media. But, participating does not.
How to take advantage of search engines for your local business.. THE LAST FRONTIER LOCAL and MOBILE SEARCH Take advantage with…
Online Marketing is Changing the Game for Local Businesses. Here’s how your company can adapt and grow. Strategic Business Solutions (SBS) | Contact Us.
Search Engine Optimization (SEO)
Top Objectives: 1.Increase web traffic and exposure 2.Become definitive authority on Coffee 3.Increase sales to coffee centric Food Service Operators 4.Engage.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com 5 Top Online Marketing Trends /26/2013ImpactOnlineMarketing.com.
24x7Social.com 24x7Social Presents: Winning with Inbound Marketing.
Micro-Site and Business Directory Customer Sales Call Presentation Explaining and Selling PLATINUM & GOLD Micro-site Business Directory Listings to the.
ELECTRONIC COMMERCE MIS E MARKETING LECTURER INCHARGE- ALM AYOOBKHAN
LaunchGuru Software Development Private Limited Digital Marketing Services Presentation by Venkatesh Sudha.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Intro to Social Media Marketing.
SOCIAL MEDIA FOR BUSINESS reqSmart. Some Facts about Social Media - I Years to reach 50 million users. Radio – 38 years Television – 13 years Internet.
Listas Locales USA ONLINE DIRECTORIO General Presentation Hispanic Local Search LLC January 2013.
Lecturer: Roxanne Bloomfield Chevanese Y. Campbell.
Social Media As Part Of The Marketing Mix Ian Crockett.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com The Importance of SEO (Search Engine Optimization) ImpactOnlineMarketing.com.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Marketing: Guerrilla vs. The Entire Jungle Presented by Karen.
Why Go Online? Website Necessities What Consumers Do Online Social Media Use is on the Rise Online Reputation Affects Consumer Decisions Agenda Consumers.
How to take advantage of search engines for your local business.. THE LAST FRONTIER LOCAL and MOBILE SEARCH Take advantage with…
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Facebook Marketing for Business ImpactOnlineMarketing.com.
Targeted Online Branding and Marketing Solutions By Kim Garst Copyright © 2012 Social Media Branding All Rights Reserved.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Keywords: Research & Optimization ImpactOnlineMarketing.com.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Marketing: Online Marketing Trends 2015 Presented by Karen Porter.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Online Marketing Foundation 2014 Presented by Karen Porter Department.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Social Media – The Nuts & Bolts ImpactOnlineMarketing.com.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Keywords: Research & Optimization Fall 2013ImpactOnlineMarketing.com.
Tactical Approach to Digital Marketing Social MediaIntegrated Approach - by Nicco Mele.
Local Internet Marketing Deciphering the vast options of Online Marketing Opportunities for Local Businesses Presented by: [Name Here]
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Grow Your Business with Social Media - Without Losing Your Mind!
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Digital Marketing and Social Media Foundation Presented by Karen.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Digital & Social Media Marketing Presented by Karen Porter Department.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Keywords: Research & Optimization ImpactOnlineMarketing.com.
Marketing in the Digital Age Presented by Karen Porter Department of Marketing School of Business Administration The University of Montana andImpactOnlineMarketing.com.
How to drive more and better quality traffic to your website.
Tom Lump Lake County Fair Kara Moon Porter County Fair.
Five Important Digital Marketing Elements To Consider For a business to succeed in today’s world, it is important to have a strong digital footprint within.
Introduction Before the internet became an integral part of our lives, advertising a business was done mainly on outdoor billboards, posters, tv ads and.
We help businesses achieve online success! © All rights reserved. 8-digital.com - Proprietary and Confidential.
Ways To Get More Traffic To Your Wordpress Ecommerce Website.
Don McClain Real Estate Marketing Ideas Guaranteed To Close More Sales EZ House Buyers.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Digital Marketing Foundation Traditional vs. Online Marketing.
بازاریابی دیجیتال در یک نگاه
Marketing: Online Marketing Trends 2015
Direct-Response and Internet Advertising
Digital Marketing Foundation Inbound vs. Outbound Marketing
Outsourcing your Social Media & Internet Marketing Jennifer Brosnan
Digital Marketing Overview
Digital Marketing Strategy
Digital Marketing Overview
What is Digital Marketing? What is the use of Digital Marketing? Strategies of Digital Marketing Opportunities Search Engine Optimization.
Key points Content :- What is Digital Marketing? What is the use of Digital Marketing? Strategies of Digital Marketing Opportunities Search Engine Optimization.
How can Digital Marketing Help for Your Business?.
DIGITAL MARKETING COMPANY Digital marketing is a broad term that encapsulates all marketing channels and methods you can use to promote.
Ellev advertising agency
DIGITAL MARKETING SERVICES FOR YOUR BUSINESS ftlmedia.com.
Presented By:- Abhinav Shashtri. Index SR.NOTitleSlide No 1Introduction: Build Awareness: Buildup Brand Image: Content Improves Website.
SEO Stats
Digital Marketing. What is Digital Marketing?  Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet.
Presentation transcript:

Digital Marketing Foundation Traditional vs. Online Marketing Presented by Karen Porter Department of Marketing School of Business Administration The University of Montana

Inbound vs. Outbound Marketing Traditional marketing is “outbound” marketing Marketers identify the consumers they want to reach and then broadcast out to them Interruptive marketing One-way communication Online marketing is primarily “inbound” marketing and lets customers find YOU 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

Before the Internet Businesses relied upon traditional media: Yellow Pages Newspapers Television Radio Magazines Telemarketing Direct Marketing Fax Marketing

Times are Changing Traditional advertising media are losing effectiveness – and here’s why…

Traditional advertising media are losing effectiveness Times are Changing Traditional advertising media are losing effectiveness Directories – (focusing primarily on Yellow Pages) Get out-of-date quickly (may be inaccurate) Expensive Multiple options (does Missoula need 3 Yellow Pages?) Does your business need to BE in all three? Huge fall-out in usership – consumers moved online

Traditional advertising media are losing effectiveness Times are Changing Traditional advertising media are losing effectiveness Print Publications Printing costs have increased Readership is skewing to older demographics Fewer readers = lower distribution = lower ad revenues Major newspapers have closed their doors

Traditional advertising media are losing effectiveness Times are Changing Traditional advertising media are losing effectiveness Television – harder to grab and hold attention Fragmentation of viewers Zipping (skipping through commercials) Channel surfing during commercials Alternative viewing – Hulu

Traditional advertising media are losing effectiveness Times are Changing Traditional advertising media are losing effectiveness Radio Background medium (hard to get undivided attention) Alternative options in vehicles Satellite radio Plug in your iPod Listen to CDs Alternatives in homes/offices Internet radio (Pandora, etc.) Cable Television music options iPods

Traditional advertising media are losing effectiveness Times are Changing Traditional advertising media are losing effectiveness Direct Mail – 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

Traditional advertising media are losing effectiveness Times are Changing Traditional advertising media are losing effectiveness Telemarketing – 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 1 Trillion + — number of web pages in the world 200+ Billion online searches each year in U.S. alone 30 % — searches that are targeted locally (city or zip )* 20 % — total online searches done by mobile phones* 37 % — small businesses without a website* 80 % — local searches done on mobile devices = buyers* 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 Recession has led to slower sales & lower profits Traditional media declining in effectiveness Consumers are searching for businesses online Business owners are confused and frustrated about how to use online marketing effectively Many businesses lack either the knowledge, the interest, or the time to learn online marketing and develop an online strategy…..

How Many Business Owners Feel

A Website is Essential But Having One isn’t Enough Websites lend credibility The business card of yesterday Is your website getting found? Know how people are searching & where your site is ranked How do you drive traffic to a website? Know what your prospective customer is doing online Is your site helping or hurting your business? Does it promote your business to best advantage? Your site should be an online HUB!

Your Website as an Online Hub

Why Being “On” Google is Vital 70% of all U.S. online searches are done on Google 80% + of intl. online searches are done on Google (with a few notable exceptions – ex: China) 60% of searchers do not typically search beyond page one of search engine results Do you know what your potential customers are searching for? – Keyword Research Need to be FOUND by those searching for the goods and services you offer – SEO (Search Engine Optimization)

Website Not Getting Found? Was the site developed strategically? 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? Did development include these 3 key elements? 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? On-page optimization Links coming into the website (quality counts more than quantity) Social validation

Keywords – Vitally Important Keywords – the combination of words that people use to search for something in the search engines The best keywords Significant search volume (i.e. enough search to drive traffic) Not too much competition (i.e. feasible to get on page 1 of Google) Determine search volume Google Keyword Planner – free tool Paid tools available Determine level of competition Various tools available to help determine this

Basics of SEO (Search Engine Optimization) More than 200 factors included in Google algorithms On-site SEO Use keywords in strategic places In “behind the scenes” code that search engines see On the pages of the website in certain places Linking into the website Quality links are more important than quantity Google has come down hard on linking “schemes” Social signals Confirmation that the website is liked/used by visitors Google placing more weight on social signals in its algorithm Social validation increasingly important

Mobile Marketing – The Next Wave 67 % of U.S. citizens now own smart phones Japan and Europe mobile are far ahead of U.S. in smart phone usage; the U.S. is sure to follow 97% of smart phone users search online by phone <20% of all sites are mobile-friendly By end of 2014, more people will access websites by smartphones and tablets than by desktops and laptops combined!

Social Media – “So many options…” Facebook Twitter LinkedIn Pinterest Google + Instagram Four Square Others…

Social Media – F.O.C.U.S. Business use of social media is not the same as personal use… Focus – on 1-2 targeted social media platforms that best align with the business target market’s use of social media One in four “rule” Calendar – plan monthly / quarterly in advance Utility – use tools to make posting easier Social – create content that is “share-worthy”

“Share-worthy” is KEY Share-worthy is NOT:

Share-worthy Content Is NOT: IS: Pitch, pitch, pitch…sell, sell, sell… Obviously self-serving all the time One-sided communication IS: Interactive – two way communication Involves your customers, fans, etc. Engaging!

Four Types of Content Informing Storytelling (most important) Product / service reminders (i.e. “selling”) General (but related) content

Informing Content What’s new in your business Updates special events New products New services New staff Updates special events Sales and promotions Special events – grand opening, holiday celebration, etc. Other “announcement” type information Awards Media coverage Etc.

Storytelling Content Stories about your customers Stories about you – personalize the business owner / managers of the business Stories about staff and why they work for you Schedule: as often as possible – will need to encourage participation!

Product & Service Reminders Product / service highlights 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 Fun, FYI-type information that is relevant to your products / services / industry Cartoons Memes Photos sent in my customers, Etc. Fun or informative FYI-type info that is universally appealing

What Does All This Mean for Biz? Marketing strategy needs to marry online and offline marketing initiatives Know specifically the words your customers are using to search – them use those words online Use online findings to market offline Use media that is right for your type of business Know what’s already working for you - continue using what works and eliminate what’s not

What Does All This Mean for Biz? continued Know your “conversion funnel” statistics – having the ability to measure gives you power Develop a STRATEGY (don’t just try a hodge-podge of ideas hoping something will work) Measure and tweak what’s working and then “rinse and repeat” to improve your results Do NOT try to do everything – start by doing several things really well and you’ll have better success Add more things as you succeed with initial efforts