1. We b , PR & S o c ial Me dia Marke ting Pulling the Marke ting Plan To g e the r Je ff Bartle tt

2. Introduction Marke t Tre nds & Co nditio ns Traditio nal Marke ting On -line Marke ting De vis ing 21 s t Ce ntury Marke ting Plans 3. Market Trends & Conditions On -line has be c o me pre tty muc h c o mmo n plac e De fac to to have a we bs ite ; ris e o f s o c ial me dia ; mo bile s & iPho ne s Ec o no mic Pre s s ure s Re c e s s io n ; s c rutinis ing o f Budg e ts ; no c o s t marke ting pro mis e Glo bal e c o no my ; g re ate r c ho ic e fo r B 2 B & B 2 C Inte rac tio n & dialo g ue S c e ptic al c us to me rs ; marke ting pro mis e s no t be ing me t; c us to me r o pt-in Gre e n ag e nda Pre s s ure o n print me dia , trave l, exhibitio ns e tc 4. Traditional MarketingMarketingPlanning AdvertisingPromotionalTelemarketingGifts Events & ExhibitionsHospitality Public RelationsLiterature& BrandMarket Research Direct MarketingProduct Management Web & New Media 5. Traditional Marketing Adve rtis ing Campaig n Mag azine adve rts .PR s uppo rt.S ale s Co llate ral Po S Dire c t Marke ting Dire c t Mail.Te le marke ting S ale s Co llate ral.S pe c ific Offe r Exhibitio n /Eve nt Eve nt its e lf Dire c t mail..adve rtis ing Is s ue s Co s ts & Re s o urc e s Me as uring Effe c tive ne s s is Diffic ult Inte rac tio n & Dialo g ue is c o ld 6. On-Line MarketingWEBSITESearch EngineOn-line Pay Per ClickOptimisation Directories AdvertisingBusiness Social Consumer Social On-line Public Media (LinkedIn) Media (Facebook) RelationsBroadcast SocialMedia (Twitter) Customer Insight (Market Research)Email Marketing Viral (YouTube)Banner Advertising 7. On-line Marketing We bs ite is the c o re to all yo ur ac tivity Ce ntral re po s ito ry g athe rs info rmatio n g ive s ins ig ht to c us to me rs Mo re e le me nts c an be linke d to g e the r fo r g re ate r impac t Email/ne ws le tte r o ffe r we bs ite do wnlo ad c apture info rmatio n Re s e arc h ..inte g rate s with CRM..pic ture o f c us to me r S o c ial Me dia & PR Gro ups ..Inte re s ts Marke t re s e arc h & c us to me r ins ig ht Whe re e ls e to adve rtis e plac e PR artic le s ....ho w to c o mbine o ffe rs Cus to me r o pts -in & le ads the dialo g ue 8. Sales Funnel (Sales Pipeline) 9. Sales Funnel Tracking the Sales Process 10. Sales Funnel Measuring Website Activity 11. S ale s Funne l S tag e s and Traditio nal Marke ting Me tho ds S ale sAdve rtis ing PR Eve ntsDire c t Mail Te le marke ti S ale sFunne l ng Co llate ralS tag e s Aware ne s s4422 2 1Enquirie s3244 4 2Dialo g ue2133 3 2Lo ng Lis t 2233 3 2Pro po s al 1122 1 3S ho rt Lis t 1322 2 4ORDER 1211 1 4Manag e & 2222 2 2 Re tain www .inc is ive - Inc is ive Marke ting Limite d marke ting .c o m 2009 12. S ale s Funne l S tag e s and On -line Marke ting Me tho ds S ale s We bs ite On -line PREmailOn -lineS o c ial S e arc hFunne lAdve rtis ing Me diaEng ine sS tag e s Aware ne s s 44 33 33Enquirie s 43 44 44Dialo g ue 33 43 34Lo ng Lis t22 33 33Pro po s al22 22 22S ho rt Lis t22 22 22ORDER41 43 12Manag e &33 32 42 Re tain www .inc is ive - Inc is ive Marke ting Limite d marke ting .c o m 2009 13. S ale s Funne l S tag e s and S OCIAL MEDIA S ale s Fac e bo o k Linke dIn Twitte rMyS pac e Yo uTube Be boFunne lS tag e s Aware ne s sEnquirie sDialo g ueLo ng Lis tPro po s alS ho rt Lis tORDERManag e & Re tain www .inc is ive - Inc is ive Marke ting Limite d marke ting .c o m2009 14. Benefits of On-line Marketing Re duc e d Co s ts .but s till ne e d pe o ple s time Initiate a dialo g ue in a le s s intrus ive fas hio nGive s yo u re al ins ig ht into c us to me rs like s , inte re s ts Me as ure & trac k S pe e d to marke t with ne ws , o ffe rs e tcInflue nc e audie nc e s far & wide Co mbine diffe re nt e le me nts quite e as ilyS c o re s mo re hig hly o n mo re e le me nts than Traditio nal 15. Integrating On & Off-line Marketing PR On & Off-lineAdve rtis ing SEO & PPC & S po ns o rs hip Advertising WEBSITEEvents & S o c ial Me dia NetworkingDirect MarketingSalesEmail &Literature, Telemarketing & Proposals 16. Summary On -line Marke ting De fac to s tandard inc re as e furthe r with iPho ne e tc Me as ure .trac k..inte rac t.dialo g ue Co s t e ffe c tive .fle xible quic k Inte g rating Traditio nal Marke ting Email ove rlo ad dire c t mail c an s till be e ffe c tive Adve rts as pro mo tio ns & with a c all to ac tio n us e yo ur we bs ite S ale s Funne l as a Marke ting Planning to o l Me as ure the o utc o me s & adjus t