22 Virtual Marketing

8/12/2019 22 Virtual Marketing

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VIRTUAL MARKETING

Todays trend is shifting away from traditional media to virtual media with 70% of

Americans being online. This session focused on how parks and recreation could use virtual

media more in the field. The session discussed social networking, promotion, and use of web

pages in accordance to virtual marketing. Virtual marketing is location and time independent for

the company and the user, making it more efficient and current.

Internet use was offered as a way of social networking. This type of networking includes

emails, text, blogs, and voice chat. Through these different forms of media, communicating to

consumers can be done in your desired format. Blogs are also a great way to share new

information, receive feedback, and get ideas. Blogging is a growing area because it is not

limited to time and space. Tapping into this network will open up ways to have forums and other

open communication processes.

Much of a companys marketing can be done through their main webpage. However, if

the webpage is never found it does not matter what is available to the consumers. Google

analytics gives a company the option to purchase key words that people would use to look for a

business or program. It also provides different charts on who, what, and how often these words

or a site is accessed.

Once a strong link to your webpage is created you can add more interaction on your main

webpage. This could include links, videos and podcast, and downloads. Establishing links with


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Having the ability to download forms and other paperwork not only saves the company money

but also makes people go to the website and gives them opportunity to explore it.

A great way for a company to get started with virtual marketing is by checking with staff

to see what they know and can do in relationship with virtual media. Next, a company needs to

create a virtual marketing plan. This would include what you are going to do now and goals for

the future including a timeline. These ideas can help any company including those in the park

and recreational field.


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Presented

James Parham


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reates an e vers g ta content

Engages and interacts with individuals Provides and exchanges information

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ows to g y target messages

Personalizes messages Is cost-effective

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Behind

A few statistics about digital media:

. .210,575,000 people are online

U.S. to user in the world

Retired adults spend nine hours/week

Average searches per month 77

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-, .

that integrated circuits including memory capacity

.

Since 1965 memor and s eed of a microchi

have been doubling every 18 months and are

ex ected to continue for another 10 ears.

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Virtual History

The Internet celebrated its 30th anniversary

since the first Internet transmission onNovember 22, 1977.

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Advertising

Gradual reduction of print materials r n ng o -s e y users

Cost reduction

Shift away from traditional media Highly personalized messages/promotions

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Globall

2007 global spending increased 28.2 percent

Other media grew only 3.9 percent

U.S.

Other media growth projected at 1.4 percent

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U.S. online ad spending grows 13.5 times faster than

conventional media


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g a e a ren s

Increased downloads of music and

entertainment Followed by video downloads (in 2007

36 percent of Internet users watched a TV show

or video stream online compared to 28 percentend of 2005)

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ne n ve a u ts use soc a networ ng me a


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Hand-Held

Devices

AdvancedTechnolo ies

Stationary

Computers

Portable

Computers

Digital

Marketing

Promote virtual

marketing

Are location and

time inde endent

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Wireless

Devices


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oc a ne wor ng as ecome a ey on ne

activity and is estimated to attract more than one.

600

800

1000

1200

1400

1600US - Ad

Spending in

$Mil l ion

Use regularly

Form strong relationship with the site

0

200400

2007 2008

Socialnetworks

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Adopting social networking as a digital lifestyle


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Happens Now SocialNet

Text messaging

Working

-

Video

Blogs

File sharing

Voice chat Create Join Facilitate

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scuss on groups

Online chat


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ser rou s Include

By type of recreation Other types of groups

Dog park users

Runners Ethnic groups

Skate boarders

Boaters Foreign language groups

Peo le with disabilities

o ers Bikers

Demographic groups

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And many more


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Virtual Marketin Channels

Web sites

Search engine marketing

Keyword marketing

E-mail blasts

Blogs

Podcasts

Streaming video

Mobile messaging

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uppor s mos o er v r ua mar e ng e or s

Optimize navigation and organization

Create hi h visibilit throu h search en ine o timizationand search engine marketing

Examples:

Provide downloadable ma s of arks and services

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Offer access to area videos, information boards, blogs

and podcasts


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What Are SEO And SEM?earc ng ne p m za on -

The process to increase number of visitors to the site by ranking high

make the site better!

-

Performance-based ads purchased in a real time auction at a pay-

er-click rate and aid inclusion to increase the ositionin and

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visibility of sites and drive traffic!


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Write appropriate titles/descriptions

Create appealing main pagesengine spiders, algorithms)

Purchase performance-based placements and ads (pay-

per-c c an pa nc us on

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Words

Consider your customers interests What keywords will

he most likely use? Optimize your Web site content, especially main/landing

page

Compare providers - (Google CPC (cost-per-click) andCTR (click-through-rate) impact rank Yahoo driven by

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on y


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e

AdWords

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-

Use a high quality e-mail list or better yet

Compile an opt-in list (get permission first)

Provide a clear method to opt out

Avoid buzzwords like free and act now Include a clear call to action

Keep content short and succinct

Limit links to avoid confusion

Examples:

Provide o t-in ro ram to romote new services s ecial events

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important news

Guide traffic to Web site and special features


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The blogosphere is now 70 million Web logs

wide ou , new e ogs are crea e eacday

.

1.4 new blogs are created every second

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oggers are e new n uen a s

Blogs build trust

Reporters use blogs as sources

, , Blogging builds relationships and credibility

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now your au ence

Engage your audience

Stay credible

Consistent

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User Generated Content UGC is here to sta(YouTube, MySpace, etc. are no fads)

Ad spending on UGC sites increased nearly ten times in

Provides a forum for participation and sharing, monitorand manage responses

Example:

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,opening of a pool and provide space for comment


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romo e programs

Support recruitment and retention of staff

Provide information

Reach diverse groups

Can be highly targeted

Examples:

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Provide relevant current news


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o cas ng esearc

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omp emen s o er on ne mar e ng e or s

Uses flash to create attention and drives traffic to your

site Provides highly target exposure by site and region

Create ads for special events such as festivals, parkopenings, new services

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equ res s mp e v eo equ pmen

Creates excitement

Invite visitors to contribute video footage

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eac es mo e p ones an o er an - e ev ces

Selectively targets consumers

Kee messa es short

Examples:

Create alert system to warn against ozone, fire, storms,etc.

Provide information about local services such as ool

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and park closings, up-to-date trail reports


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E-Government Research

Top four e-government countries in 2006

ava a ty o on ne n ormat on an e ectron c

services, privacy and security and public access)

1. South Korea 60.3

2. Taiwan 49.8

3. Singapore 47.54. U.S. 47.4

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scer a n u ge an s a ng capa es

Determine minimum of three strategic new

Create a strategic virtual marketing plan Choose three to four areas of online media

Develop action list for implementation

Create timeline

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Train Google Analytics


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na yzes your e s e s ra c, w o your users

are, where they come from and how they interact

.

Helps to improve ads, site traffic

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Documents

22 Virtual Marketing