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Bill Balderaz, President of Webbed Marketing, talks to a BGSU Marketing class about Internet Marketing.
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IT and MarketingBill BalderazFounder and Chief Optimism OfficerWebbed Marketing
Online Marketing• Digital marketing will account for 24% of overall marketing
spend this year• 28% of firms are shifting at least some of their overall
marketing budgets from traditional to digital channels• 42% say they are planning to keep this budget the same as it
was in 2009. Only 13% say they are planning to decrease overall marketing budget
• 64% plan to increase budgets for search engine optimization• 51% plan to increase budgets for paid search marketing• 70% are planning to increase their budgets for off-site social
media such as Facebook and Twitter
Traditional and Broadcast Advertising
• This year, just 17% say they are increasing their print media budgets, compared to 41% who are decreasing spending
• In the first half of 2009, the average marketing budget was cut 15% (IDC) aditional media (Marketing Profs)
Agenda
• What is integrated marketing?
• Approaches to measuring online marketing
• Online marketing case studies
• Summary
Webbed Marketing
• Using the Internet to grow organizations• Provide goal-oriented online marketing, advertising and public
relations• 65+ clients across the US and Europe• Based in Columbus,OH
Integrated Marketing
What is Integrated Marketing
• Start with the Goal• Define your Customer• Develop your Message• Let Customer and Message drive your Channel and Creative
Brand Focused vs Social Media Focused
Brand Focused VS Social Media Focused
Brands telling their story Joining a conversation
Carefully defined and controlled Consumers defining your brand
Being perfect Being genuine
Brand Focused vs. Social Media Focused
“Yes, it generated 2 MM impressions, 400 leads and 50 sales, but it has the wrong color blue in the logo.”
The Preacher vs. The Cab Driver
Assumption #1: Yes, This Matters in B2B
Source: Forrester Research
Assumption #2: Yes, This Matters in the Consumer Space
Source: BrandWeek
Measuring Online Marketing Campaigns
Clear Goals
Can’t measure “more buzz”
Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%
Take baseline metrics before campaign starts
• SEO metrics, social media metrics
Break metrics down into quantifiable goals
• Mentions in blogs, social networks, links to the site…
You can quantify metrics
The Webbed Marketing Scorecard
The Webbed Marketing Scorecard
Tracks “micro goals” that funnel into strategic goals
In bound links, blog mentions, presence on social networks, traffic numbers, Web mentions and other measurable metrics funnel into strategic goals
Provide real evidence of measurable improvement
Provide direction on where to focus efforts
Spiderfly
Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate volume, demographics, tonality and velocity of social media?
Internet Marketing Team: How do I diagnose key social media and search metrics for my Web site and my competitors’ sites?
Public Relations: What is my real-time blogger buzz, and how does that benchmark against my historical performance and competitors?
CEO: Just give me one number!
Just Give Me A Number
Just Give Me A Number (OK, now I need more details)
Case Studies Measuring ROI
Case Study #1 - Moochie & Co.
• A specialty Web and mall pet gift and accessories retailer
• Highly-targeted market, highly-competitive industry, limited advertising budget
• Consumers and influencers are heavy Web users
Case Study #1 - Moochie & Co.
• Press releases timed with high search volume, high media attention topics• “I Love My Mommy” t-shirt near Mother’s Day
• “Take Your Dog to Work” campaign
• “I Have Two Daddies” campaign
• “MySpace for Cats & Dogs”
• Highly-targeted market, highly=competitive industry, limited advertising budget
Case Study #1 - Moochie & Co.
Case Study #1 - Moochie & Co.
Case Study #2 - Shizuka New York
• Located in Midtown Manhattan
• Cosmetology & skin care with “Eastern Holistic Knowledge”
• Featured in international media including Marie Claire, Shape, Vogue and Harpers Bazaar
Case Study #2 - Shizuka New York
• Following Word of Mouth program:• Mention on Jay Leno• Mention on CNN• Home page of CNN.com• E! “The Soup”• The Hollywood Reporter
Case Study #2 - With a Compelling Hook
• Highlighting “Bird Poop Facials”
Case Study #2 - Setting Goals
• Branding and awareness
• Increased site traffic
• New clients
Case Study #2 - SEO Press Release
Case Study #2 - Blogger Outreach
Case Study #2 - Video
The YouTube Geisha Facial video – 20,000+ views
Case Study #3 – Romantic Makeover
Case Study #3 – Romantic Makeover
Case Study #3 – Press Release• #1 on Google News for “Hocking Hills”• #1 on Google News for “outdoors getaway”• #1 on Google News for “vacation contest”• #1 on Google News for “worst gift ever”• #2 on Google News for “makeover”• #5 on Google News for “outdoor vacation”
Case Study #3 – Online Promotion• Contest on Facebook page to promote contest and host entries
and votes• 887 fans• 151 Total wall posts• 139 Contest submissions• 559 Total likes/votes• 4,242 Total pageviews
Case Study #4 – National Council (non-profit)
• A national organization representing mental and behavioral health
• Goals around media coverage, awareness and membership recruitment and retention
• Partnering with internal team and other partners
Case Study #4 – Media Relations/Awareness
• Let traditional media drive online efforts
Case Study #4 – Media Relations/Awareness
• The campaign generated a large volume of traffic looking for sources
• A media alert was drafted and posted on The National Council Web site, and sent to traditional media
Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search
Case Study #4 – Online Programs Drive Traditional Media Coverage• When The National Council built a presence on SecondLife, we
pitched it to bloggers• Posted to online newswires• Communicated via social networks• All while the public relations group pitched to traditional media
Case Study #4 – Widespread Media Coverage
Summary
• Focus on the goal first• Define the end consumer, think beyond the buyer• Determine a compelling message• Don’t pre-determine channel and creative• Measure, measure, measure
Be The Cab Driver!
Take Aways
Listening is more important than talking
Don’t think about numbers for the sake of numbers, correlate numbers to business objectives
Influence the influencers
Join the conversation; remember it’s a dialogue, not a monologue!
Bill BalderazWebbed Marketingwww.webbedmarketing.com@bbalderaz
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