Online Marketing: Phase I - Research

Online MarketingSession I: Research

Our Flight Plan

Our Flight Plan1:00 - 1:15 Welcome

Our Flight Plan1:00 - 1:15 Welcome1:15 - 1:30 Course Overview + Goals

Our Flight Plan1:00 - 1:15 Welcome1:15 - 1:30 Course Overview + Goals1:30 - 2:00 How Marketing Has Changed

Our Flight Plan1:00 - 1:15 Welcome1:15 - 1:30 Course Overview + Goals1:30 - 2:00 How Marketing Has Changed2:00 - 2:30 Exercise: Creating a Persona

Our Flight Plan1:00 - 1:15 Welcome1:15 - 1:30 Course Overview + Goals1:30 - 2:00 How Marketing Has Changed2:00 - 2:30 Exercise: Creating a Persona2:30 - 2:40 BREAK

Our Flight Plan1:00 - 1:15 Welcome1:15 - 1:30 Course Overview + Goals1:30 - 2:00 How Marketing Has Changed2:00 - 2:30 Exercise: Creating a Persona2:30 - 2:40 BREAK2:40 - 3:15 Discussion: Sharing Your Persona

Our Flight Plan1:00 - 1:15 Welcome1:15 - 1:30 Course Overview + Goals1:30 - 2:00 How Marketing Has Changed2:00 - 2:30 Exercise: Creating a Persona2:30 - 2:40 BREAK2:40 - 3:15 Discussion: Sharing Your Persona3:15 - 3:45 Exercise: Basic Market Research

Our Flight Plan1:00 - 1:15 Welcome1:15 - 1:30 Course Overview + Goals1:30 - 2:00 How Marketing Has Changed2:00 - 2:30 Exercise: Creating a Persona2:30 - 2:40 BREAK2:40 - 3:15 Discussion: Sharing Your Persona3:15 - 3:45 Exercise: Basic Market Research3:45 - 4:00 Review

Our Flight Plan1:00 - 1:15 Welcome1:15 - 1:30 Course Overview + Goals1:30 - 2:00 How Marketing Has Changed2:00 - 2:30 Exercise: Creating a Persona2:30 - 2:40 BREAK2:40 - 3:15 Discussion: Sharing Your Persona3:15 - 3:45 Exercise: Basic Market Research3:45 - 4:00 Review

Homework - Define Marketing Goals

The Road AheadIn 4 Classes


Research


Research Strategy


Research Strategy Execution


Research Strategy Execution Measure

Successful Marketing


Research


Research

Strategy


Research

Strategy

Execution


Research

Strategy

Execution

Measure


Research

Strategy

Execution

Measure

Version 2.0 Adapt


Research

Strategy

Execution

Measure

Version 2.0 Adapt

MarketingA Brief History Lesson

Speaking to CustomersTimeline: 1900’s - present


1905 Direct Mail marketing firm starts

1920 KDKA goes live in Pittsburgh, PA

1936 First Print Catalog - Neiman Marcus

1939 NBC broadcasts World Fair

1985 America Online founded

Early 1990’s Web is opened up

1997 Google founded








1997 Google founded








1997 Google founded








1997 Google founded








1997 Google founded








1997 Google founded








1997 Google founded

ʻSpray and Prayʼ“I know half my advertising dollars are wasted. I just don’t know which half.”

-John WanamakerInventor Department Store

MarketingGolden Era

1945 - 2000*Guaranteed Returns

Super Brands“Brought To You By...”

Howʼd They Do It?3 Channels




The Message

TodayInfinite Channels


My Message


Radio Rhapsody, Pandora

Television Hulu, Netflix, TiVo

Print RSS, Online News

Face to Face Social Facebook, Twitter, LinkedIn

Traditional Online

MarketingGoing Forward

*Guaranteed Data

MarketingBrave New World

Better Data = Better Decisions

Research

researchPersonas, Market Research

PersonaThinking Like Your Target Market

Research

Our Mantra:


Research

Our Mantra:

We


Research

Our Mantra:

We Are


Research

Our Mantra:

We Are Not


Research

Our Mantra:

We Are Not The


Research

Our Mantra:

We Are Not The Target


Research

Our Mantra:

We Are Not The Target Market

Persona Research

Source: http://www.hceye.org/HCInsight-Nielsen.htm

Persona Research


1. Finding the Users

Persona Research


1. Finding the Users2. Building the Hypothesis

Persona Research


1. Finding the Users2. Building the Hypothesis3. Verification

Persona Research


1. Finding the Users2. Building the Hypothesis3. Verification4. Finding Patterns

Persona Research


1. Finding the Users2. Building the Hypothesis3. Verification4. Finding Patterns5. Constructing Personas

Persona Research


Persona Research


6. Defining Situations

Persona Research


6. Defining Situations7. Validation and Buy-in

Persona Research


6. Defining Situations7. Validation and Buy-in8. Sharing Knowledge

Persona Research


6. Defining Situations7. Validation and Buy-in8. Sharing Knowledge9. Creating Scenarios

Persona Research


6. Defining Situations7. Validation and Buy-in8. Sharing Knowledge9. Creating Scenarios10. Ongoing Tweaking

PersonaExample

Research

Name: Bill JohnsonAge: 52Home: Pasadena, CAMarried with 3 kidsOldest of 4 siblings

Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality

Lifestyle: Bill drives a BMW and lives in an upper middle class neighborhood in Pasadena. His wife is an attorney and they enjoy a high dual income. He dresses well, yet avoids suits and ties.He recreates by playing golf on the weekends and occasionally surfing. He struggles to balance his hectic work schedule (60+ hours/week) with family commitments and time with friends. Bill is a Boomer faced with providing for his kid’s college education, yet also supporting his aging parents.

Paint Points: Bill is busy and doesn’t have a lot of time to figure out new technologies. He is looking for ways to get better returns on his marketing dollars, as B2B print ads are not returning quality leads. He would like to grow his company but needs additional customers that can appreciate the high-quality service his company provides. He competes on service and quality of work. Many of clients are high-end investors who want to attract quality tenants along the Pacific Coast Highway.

PersonaQuestions to Ask

Research

1. What does this person do for a living?2. What type of company do they work for?3. What is this person’s age, title, marital status4. How do they look?5. How do they recreate?6. What does their daily calendar look like?7. What keeps them up at night?

Research

exerciseWrite a Persona

ResearchMarket Research‘Listening’

Research

Primary Research: Surveys, Focus Groups

Market Research‘Listening’

Research

Primary Research: Surveys, Focus Groups

Secondary Research: Industry Reports, Keyword Analysis, Database

Market Research‘Listening’

ResearchMarket ResearchTools to Use

Research

Secondary Research

Trade organizations - data on big trends

Market ResearchTools to Use

Research

Secondary Research

Trade organizations - data on big trendsKeyword - Google Trends, Keyword Tool


Research

Secondary Research

Trade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, Hoovers


Research

Secondary Research

Trade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, HooversPress - Magazines, Websites


Research

Secondary Research

Trade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, HooversPress - Magazines, WebsitesFeds Database: SBA, Census


http://www.smallbusinessnotes.com/fedgovernment.html

http://www.smallbusinessnotes.com/fedgovernment.html

http://www.census.gov/

http://www.census.gov/

Research

exerciseAny Guinea Pigs?

PrinciplesReview

Research

PrinciplesReview

1. Research is your foundation for all marketing efforts

Research

PrinciplesReview

1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’

Research

PrinciplesReview

1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’3. Construct a Persona4. Use the free tools available

Research

PrinciplesReview

1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’3. Construct a Persona4. Use the free tools available5. Note what to measure

Research

Self Improvement

Online Marketing: Phase I - Research