Online & New MediaTools of Digital Marketing

SNC-MKTG350September 9, 2013

Tonight’s Agenda: Communication Pathways in Marketing• Read Chapter 1 in Analytics text• Quiz 3• Tools of Digital Marketing– Websites and blogs– Search: Google, Bing & Yahoo

• Organic results• Paid results

– Email – Automated marketing tools

• Eloqua, HubSpot, etc.

• First blog post due: Wed., Sept 11

Key Points: Analytics• Paid vs. Owned

– Paid can be banners, pay-per-click, sponsorships– Owned means advertiser owns it: website, email, Facebook, Twitter pages

• Earned Media– Public relations, ie., placed stories in news or reviews– Going “viral”

• No digital strategy can succeed based on only one media type.• Targeting is done thru combo of first- and third-party data• Cookies are yummy things, filled with crunchy data• A funnel is used to sell things…more efficiently• User feedback tells a richer story about the sale, products, user

Pathways of Communication

• Advertising:One to Many

• Social/Online Media:Many to Many

Online is more nuanced than just two simple models

Websites

• A website, also written as Web site,[1] web site, or simply site,[2] is a set of related web pages served from a single web domain.

• A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet address.

• All publicly accessible websites collectively constitute the World Wide Web.

Websites

Websites – What Can You With Them?

• Communicate your brand, products, position and location

• Provide in-depth information and news in text, videos, testimonials, PDFs

• Generate leads• Make sales• Get feedback• Create a marketplace for products or info

Websites – What Can’t You With Them?

• Compensate for running a business poorly• Replace customer service• Make your products better• Find people who don’t want to know about

you or your product• Follow your clients around until they buy

Why not just use Facebook?

• Your audience might leave Facebook• Facebook is not under your control• You can’t do all functions in Facebook that you

can on your own site:– Transactions– In-depth information– Gather systematic feedback

Which model?• One-to-one communication?• One-to-many communication?• Two-way communication?• Many-to-many communication?

Websites = Mostly one-to-many+ Limited two-way communication

Blogs

• A specific kind of website• May only have the blog content, may have more• Content is constantly evolving• Content can be words/opinions, photos, videos• Possible to comment on blog contents and other

comments

• Header• Content area• Sidebar area• Footer area

Blog Must-Haves

Which model?• One-to-one communication?• One-to-many communication?• Two-way communication?• Many-to-many communication?

Blogs = Mostly one-to-many + many-to-many communication

engine

site

reader

Search

• Using the structure and content of your site to show up favorably in search results

• Using the tools of the search algorithms to provide relevant content to reader

• Search engines are a third party in your messaging = distributor

Search

Search

• How Google’s improvements have changed your readers’ relationship with your site

http://www.google.com/insidesearch/howsearchworks/algorithms.html

Which model?• One-to-one communication?• One-to-many communication?• Two-way communication?• Many-to-many communication?

Search = “Filtered” two-way communication

Email

• Sending a message to many readers at one time about your product, could be:– Straight-up ads/offers– Newsletters– Invitations– Surveys

• Usually part of a schedule of messages• Most effective with “house lists”, people who asked to

be sent messages, updates

Email Does Work!

Source: Custora E-Commerce Customer Acquisition Snapshot, June 2013

Which model?• One-to-one communication?• One-to-many communication?• Two-way communication?• Many-to-many communication?

Email = One-to-Many communication

Automated Marketing Tools

• Using software to systematically and automatically deliver marketing messages

• Often follow-up messages:– “Please review your purchase of…”– “Your 10-day trial is about to expire…”

• Repetitive tasks• Allows greater analysis• Can be confused with customer service

Automated Marketing Tools

• After a download or a trial period (aka, lead qualification)• After a purchase (capturing reviews, feedback)• Event RSVP’s• Scheduled increments before a predictable future

purchase (ensuring future revenue):– domain expiring– oil change is due

• Often emails, could be posts or site messages• A certain response triggers other automated messages

INTELLIG

E

NCE

Automated Marketing PlayersProvider Employees Client # Software Integration Cost

Eloqua 300+ ~1,200 Oracle/Siebel, SalesForce, Microsoft Dynamics

$2000-4000/mo

Marketo 350+ ~2,000 Microsoft Dynamics, SalesForce

$1795-2995/mo

HubSpot 500+ ~8,000 SalesForce, AdWords, Analytics

$200-1400/mo

Pardot 60+ ~1,000 SalesForce, ExactTarget, AdWords, other CRMs

$1000-2000/mo

Source: MarketingMattersInbound.com, June 2013

Which model?• One-to-one communication?• One-to-many communication?• Two-way communication?• Many-to-many communication?

Automation = Manufactured two-way communication

Next session:• Read Chapter 2 in Analytics text• Social:

– Facebook, Twitter, Mashable & Pinterest, FourSquare• Deals:

– Living Social, GroupOn• Videos:

– YouTube, Hulu, Vine• Web and mobile apps

– Apple and Android stores as distribution channels• Mobile devices• Podcasts, syndication and RSS• Database marketing• First blog post due: Wed., Sept 11