THE 10 COMMANDMENTS OF E-MARKETING

E-MARKETING �(ee-mahr-ki-ting) noun

A part of business that uses an electronic medium to achieve marketing objectives

THE DIRTY LITTLE SECRET OF

E-MARKETING

MARKETING FRAMEWORK

1.  SET STRATEGY: What are your higher level goals? What does success look like?

2.  PLAN TACTICS: What types of communications will we use to achieve our goals and how will we measure results?

3.  EXECUTE COMMUNICATION: Communicate with your audience using planned tactics.

4.  ASSESS RESULTS: Did we achieve our goals? What can we do better next time?

I Thou shall set goals

STRATEGY VS. TACTICS

II Thou shall track

everything

EVERYTHING IS MEASURABLE

- Google Analytics - ROI

- Goals

- Email Metrics - Landing Pages

- Unique URLs

III Thou shall listen first

“This college cares more about school image than students. You will be a piece of merchandise when you get there. Gorgeous campus is probably where 99.999% of tuition goes.”

“The buildings are in awful condition. I was fortunate enough to have a private bath, but I really wish I didn't. The room was a combination of mold, rust, and water stains. I can count with my fingers how many warm (hot is totally out of the question) showers I took.”

“I would change the way the administration is run. A lot of times it feels despite the ridiculous tuition that very little of the money comes back to the students (ex. my physiology lab required us to buy latex gloves for dissection days, which feels like giving your little brother a $20 to go get you ice cream and him coming back with 10 Pokemon cards and saying the $20 wasn't enough).”

Google “{my school} sucks” www.collegeconfidential.com

www.studentsreview.com

www.collegeprowler.com

www.collegegrader.com

www.unigo.com

IV Thou shall know your audience

“PEOPLE LIKE ME”

ONE-TO-ONE COMMUNICATION

DATA IS EVERYTHING

- How clean is your database?

- What percent of email address do you have?

- How easy is it to pull information and segment your lists?

- Are you tracking contacts?

WIIFM?

WHAT’S IN IT FOR ME?

V Thou shall

integrate across mediums

THINK HOLISTICALLY

VI Thou shall

be authentic

AUTHENTICITY: 1 OF 10 IDEAS THAT ARE CHANGING THE WORLD.

-TIME Magazine, March 24, 2008

AUTHENTICITY MUST BE

DEMONSTRATED

VII Thou shall be timely

CREATE URGENCY

- Deadlines: application and deposit deadline, tax-year end, fundraising challenges

- Cultural Events: Christmas, Cyber Monday, Valentines Day

-  Institutional “Holidays”

VIII Thou shall look at

it from a user’s perspective

WHAT DO YOU WANT YOUR USERS TO ACCOMPLISH?

IX Thou shall test, test, test!

DO YOUR TACTICS HIT OR MISS?

- Use email to test theories

- Split tests

- Google Analytics integration

- Survey users to see what THEY want

X Thou shall experiment

70/20/10 RULE

Karlyn Morissette www.dojo-web.com

DoJo Web Strategy www.karlynmorissette.com karlyn@dojo-web.com www.twitter.com/karlynm