Telligent: Media Suggestions and Strategies

8/14/2019 Telligent: Media Suggestions and Strategies

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Media suggestions and strategies January 30, 2008By Penny Kim


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Objectives The goal


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3

Objectives

The understood goal of Telligent was to build brand awareness andpromote the launch of your new consumer-level website buildingsoftware.


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Recommendations The research


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Recommendations

Search is still the top source for consumers to find sites.


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$0

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

Online display ads

Emerging channelsOnline video marketing

Search engine marketing

$6,126

$2,710

$1,040

$471

$8,0562007

$7,656

$3,189

$2,130

$989

$10,4322008

$9,354

$3,588

$3,534

$1,859

$13,3102009

$11,137

$3,892

$5,301

$3,198

$16,7752010

$12,745

$4,130

$7,519

$4,875

$20,9932011

$13,988

$4,256

$10,610

$7,153

$25,3232012

Digitalmarketingspend(US $ millions) Online

display

Email marketing

Emergingchannels

Online video

Searchengine

CAGR26%

18%

9%

59%

72%

marketing

ads

Recommendations

Digital marketing continues to grow rapidly as it becomes moresophisticated.

Email marketing


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$0

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

Mobile marketing

Social media

In-game advertising

Emerging channelsmarketing

spend(US$ millions)

2007

$600

$200

$240

2008

$1,500

$270

$360

2009

$2,625

$405

$504

2010

$3,938

$709

$655

2011

$5,316

$1,418

$786

2012

$6,910

$2,835

$865

In-game advertisingMobile marketingSocial media

Recommendations

Social media specifically will drive growth in emerging marketingchannels.


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Strategies The approach


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Search has proven to significantly boost brand awareness, especially in the PPCarena.Search and Display together provide a 22% conversion rate lift over Search alone.

(Atlas Institute, 2006)

Online users exposed to both the search and display advertising campaigns

purchased the advertiser's products and services 244% more online and89% more offline compared with users not shown the ads.(Close the Loop: Understanding Search and Display Synergy a Yahoo report by comScore, 2007)

The study also states that the users exposed to both types of ads increased their

share of page views relative to competitive sites by 68%, and timespent by 66% .

Search is a valuable and essential part to your marketing strategy.

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Strategies


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The search engines along with their respective content networks are the channelsto utilize.

Strategies


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Strategies

Digital marketing and display advertising includes communication and interactivityvia blogs, banner ad campaigns, video clips, email blasts and newsletters, widgetsand mobile messages just to name a few.

Ideas :

- Build out the Telligent blog

- Optimize Telligent video clips

- Consider ad placements on relevant sites


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Customer listening and collaborationListen aggressively, and respond to what theyre saying, and involvethem in helping you to improve your products or services, or

make new ones

Customer evangelismGet them excited about your products or services, expose them to earlyversions, or betas, educate them, and excite them into becoming anextension of your marketing efforts

Proactive customer servicingEquip dedicated staff to monitoring conversations, looking for servicingissues, and proactively take knowledge and solutions to thoseconversations

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1

2

3

Strategies

Social media engagement is easily becoming the hotspot arena for marketerstoday. Social media engagement includes:


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Your ad couldbe here

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Strategies

So how do we do this? By being smart about where to place the ads to reach theright customers.


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And here

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Strategies

By dominating your targets space and securing the sweet spots in adplacements across different sites.


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Strategies

By actively participating in social networking sites and blogging forums whereyou audience exists.


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Strategies

And finally, by using the research tools available as resources, trend reporters andmarketing guidelines.


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Thank you.Penny Kim

Documents

Telligent: Media Suggestions and Strategies