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Online Marketing
 Session I: Research
Our Flight Plan
Our Flight Plan
1:00 - 1:15 Welcome
Our Flight Plan
1:00 - 1:15 Welcome
1:15 - 1:30 Course Overview + Goals
Our Flight Plan
1:00 - 1:15 Welcome
1:15 - 1:30 Course Overview + Goals
1:30 - 2:00 How Marketing Has Changed
Our Flight Plan
1:00 - 1:15 Welcome
1:15 - 1:30 Course Overview + Goals
1:30 - 2:00 How Marketing Has Changed
2:00 - 2:30 Exercise: Creating a Persona
Our Flight Plan
1:00 - 1:15 Welcome
1:15 - 1:30 Course Overview + Goals
1:30 - 2:00 How Marketing Has Changed
2:00 - 2:30 Exercise: Creating a Persona
2:30 - 2:40 BREAK
Our Flight Plan
1:00 - 1:15 Welcome
1:15 - 1:30 Course Overview + Goals
1:30 - 2:00 How Marketing Has Changed
2:00 - 2:30 Exercise: Creating a Persona
2:30 - 2:40 BREAK
2:40 - 3:15 Discussion: Sharing Your Persona
Our Flight Plan
1:00 - 1:15 Welcome
1:15 - 1:30 Course Overview + Goals
1:30 - 2:00 How Marketing Has Changed
2:00 - 2:30 Exercise: Creating a Persona
2:30 - 2:40 BREAK
2:40 - 3:15 Discussion: Sharing Your Persona
3:15 - 3:45 Exercise: Basic Market Research
Our Flight Plan
1:00 - 1:15 Welcome
1:15 - 1:30 Course Overview + Goals
1:30 - 2:00 How Marketing Has Changed
2:00 - 2:30 Exercise: Creating a Persona
2:30 - 2:40 BREAK
2:40 - 3:15 Discussion: Sharing Your Persona
3:15 - 3:45 Exercise: Basic Market Research
3:45 - 4:00 Review
Our Flight Plan
1:00 - 1:15 Welcome
1:15 - 1:30 Course Overview + Goals
1:30 - 2:00 How Marketing Has Changed
2:00 - 2:30 Exercise: Creating a Persona
2:30 - 2:40 BREAK
2:40 - 3:15 Discussion: Sharing Your Persona
3:15 - 3:45 Exercise: Basic Market Research
3:45 - 4:00 Review

Homework - Define Marketing Goals
The Road Ahead
         In 4 Classes
The Road Ahead
                    In 4 Classes




Research
The Road Ahead
                       In 4 Classes




Research   Strategy
The Road Ahead
                                  In 4 Classes




Research   Strategy   Execution
The Road Ahead
                                  In 4 Classes




Research   Strategy   Execution         Measure
Successful Marketing
Successful Marketing




   Research
Successful Marketing




    Strategy

   Research
Successful Marketing



   Execution

    Strategy

   Research
Successful Marketing


    Measure

   Execution

    Strategy

   Research
Successful Marketing
               Version 2.0
                 Adapt
    Measure

   Execution

    Strategy

   Research
Successful Marketing
               Version 2.0
                 Adapt
    Measure

   Execution

    Strategy

   Research
Marketing
A Brief History Lesson
Speaking to Customers
          Timeline: 1900’s - present
Speaking to Customers
                              Timeline: 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
Speaking to Customers
                              Timeline: 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
Speaking to Customers
                              Timeline: 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
Speaking to Customers
                              Timeline: 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
Speaking to Customers
                              Timeline: 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
Speaking to Customers
                              Timeline: 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
Speaking to Customers
                              Timeline: 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
ʻSpray and Prayʼ
 “I know half my
 advertising dollars
 are wasted. I just
 don’t know which
 half.”

 -John Wanamaker
 Inventor Department Store
Marketing
          Golden Era




1945 - 2000
*Guaranteed Returns
Super Brands
   “Brought To You By...”
Howʼd They Do It?
            3 Channels
Howʼd They Do It?
            3 Channels
Howʼd They Do It?
            3 Channels
Howʼd They Do It?
              3 Channels




The Message
Today
Infinite Channels
Today
             Infinite Channels




My Message
Today
                                           Infinite Channels
  Traditional          Online

             Radio    Rhapsody, Pandora


         Television   Hulu, Netflix, TiVo


              Print   RSS, Online News

                      Facebook, Twitter,
Face to Face Social
                          LinkedIn
Marketing
              Going Forward




*Guaranteed Data
Marketing
                       Brave New World




Better Data = Better Decisions
Research




research
   Personas, Market Research
Persona                  Research
Thinking Like Your Target Market




  Our Mantra:
Persona                  Research
     Thinking Like Your Target Market




       Our Mantra:

We
Persona                  Research
         Thinking Like Your Target Market




           Our Mantra:

We Are
Persona                  Research
        Thinking Like Your Target Market




          Our Mantra:

We Are Not
Persona                  Research
        Thinking Like Your Target Market




          Our Mantra:

We Are Not The
Persona                  Research
         Thinking Like Your Target Market




           Our Mantra:

We Are Not The Target
Persona                  Research
         Thinking Like Your Target Market




           Our Mantra:

We Are Not The Target Market
Persona   Research




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




                                                     1. Finding the Users




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




                                                     1. Finding the Users
                                                     2. Building the Hypothesis




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




                                                     1. Finding the Users
                                                     2. Building the Hypothesis
                                                     3. Verification




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




                                                     1. Finding the Users
                                                     2. Building the Hypothesis
                                                     3. Verification
                                                     4. Finding Patterns




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




                                                     1. Finding the Users
                                                     2. Building the Hypothesis
                                                     3. Verification
                                                     4. Finding Patterns
                                                     5. Constructing Personas




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




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




                                                     6. Defining Situations




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




                                                     6. Defining Situations
                                                     7. Validation and Buy-in




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




                                                     6. Defining Situations
                                                     7. Validation and Buy-in
                                                     8. Sharing Knowledge




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




                                                     6. Defining Situations
                                                     7. Validation and Buy-in
                                                     8. Sharing Knowledge
                                                     9. Creating Scenarios




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




                                                     6. Defining Situations
                                                     7. Validation and Buy-in
                                                     8. Sharing Knowledge
                                                     9. Creating Scenarios
                                                     10. Ongoing Tweaking




Source: http://www.hceye.org/HCInsight-Nielsen.htm
Persona                                   Research
                                                                    Example
           Name: Bill Johnson      Occupation: CEO of mid-size company.
           Age: 52                 Company: Apartment Renovations Inc.
           Home: Pasadena, CA      Clients: Landlords, Real estate investors
           Married with 3 kids     Culture: Laid back, friendly, professional, quality
           Oldest of 4 siblings
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.
Persona                Research
                               Questions to Ask



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 status
4. 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




exercise
   Write a Persona
Market Research          Research
           ‘Listening’
Market Research                           Research
                                   ‘Listening’


Primary Research: Surveys, Focus Groups
Market Research                           Research
                                   ‘Listening’


Primary Research: Surveys, Focus Groups

Secondary Research: Industry Reports, Keyword
Analysis, Database
Market Research          Research
          Tools to Use
Market Research                           Research
                                   Tools to Use



Secondary Research

Trade organizations - data on big trends
Market Research                          Research
                                  Tools to Use



Secondary Research

Trade organizations - data on big trends
Keyword - Google Trends, Keyword Tool
Market Research                        Research
                               Tools to Use



Secondary Research

Trade organizations - data on big trends
Keyword - Google Trends, Keyword Tool
Database - EBSCO Host, LexusNexus, Hoovers
Market Research                        Research
                               Tools to Use



Secondary Research

Trade organizations - data on big trends
Keyword - Google Trends, Keyword Tool
Database - EBSCO Host, LexusNexus, Hoovers
Press - Magazines, Websites
Market Research                        Research
                               Tools to Use



Secondary Research

Trade organizations - data on big trends
Keyword - Google Trends, Keyword Tool
Database - EBSCO Host, LexusNexus, Hoovers
Press - Magazines, Websites
Feds Database: SBA, Census
Research




exercise
   Any Guinea Pigs?
Principles      Research
       Review
Principles              Research
                                        Review




1. Research is your foundation for all marketing efforts
Principles              Research
                                        Review




1. Research is your foundation for all marketing efforts
2. ‘We Are Not the Target Market’
Principles              Research
                                        Review




1. Research is your foundation for all marketing efforts
2. ‘We Are Not the Target Market’
3. Construct a Persona
4. Use the free tools available
Principles              Research
                                        Review




1. Research is your foundation for all marketing efforts
2. ‘We Are Not the Target Market’
3. Construct a Persona
4. Use the free tools available
5. Note what to measure

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Online Marketing: Phase I - Research

  • 3. Our Flight Plan 1:00 - 1:15 Welcome
  • 4. Our Flight Plan 1:00 - 1:15 Welcome 1:15 - 1:30 Course Overview + Goals
  • 5. Our Flight Plan 1:00 - 1:15 Welcome 1:15 - 1:30 Course Overview + Goals 1:30 - 2:00 How Marketing Has Changed
  • 6. Our Flight Plan 1:00 - 1:15 Welcome 1:15 - 1:30 Course Overview + Goals 1:30 - 2:00 How Marketing Has Changed 2:00 - 2:30 Exercise: Creating a Persona
  • 7. Our Flight Plan 1:00 - 1:15 Welcome 1:15 - 1:30 Course Overview + Goals 1:30 - 2:00 How Marketing Has Changed 2:00 - 2:30 Exercise: Creating a Persona 2:30 - 2:40 BREAK
  • 8. Our Flight Plan 1:00 - 1:15 Welcome 1:15 - 1:30 Course Overview + Goals 1:30 - 2:00 How Marketing Has Changed 2:00 - 2:30 Exercise: Creating a Persona 2:30 - 2:40 BREAK 2:40 - 3:15 Discussion: Sharing Your Persona
  • 9. Our Flight Plan 1:00 - 1:15 Welcome 1:15 - 1:30 Course Overview + Goals 1:30 - 2:00 How Marketing Has Changed 2:00 - 2:30 Exercise: Creating a Persona 2:30 - 2:40 BREAK 2:40 - 3:15 Discussion: Sharing Your Persona 3:15 - 3:45 Exercise: Basic Market Research
  • 10. Our Flight Plan 1:00 - 1:15 Welcome 1:15 - 1:30 Course Overview + Goals 1:30 - 2:00 How Marketing Has Changed 2:00 - 2:30 Exercise: Creating a Persona 2:30 - 2:40 BREAK 2:40 - 3:15 Discussion: Sharing Your Persona 3:15 - 3:45 Exercise: Basic Market Research 3:45 - 4:00 Review
  • 11. Our Flight Plan 1:00 - 1:15 Welcome 1:15 - 1:30 Course Overview + Goals 1:30 - 2:00 How Marketing Has Changed 2:00 - 2:30 Exercise: Creating a Persona 2:30 - 2:40 BREAK 2:40 - 3:15 Discussion: Sharing Your Persona 3:15 - 3:45 Exercise: Basic Market Research 3:45 - 4:00 Review Homework - Define Marketing Goals
  • 12. The Road Ahead In 4 Classes
  • 13. The Road Ahead In 4 Classes Research
  • 14. The Road Ahead In 4 Classes Research Strategy
  • 15. The Road Ahead In 4 Classes Research Strategy Execution
  • 16. The Road Ahead In 4 Classes Research Strategy Execution Measure
  • 19. Successful Marketing Strategy Research
  • 20. Successful Marketing Execution Strategy Research
  • 21. Successful Marketing Measure Execution Strategy Research
  • 22. Successful Marketing Version 2.0 Adapt Measure Execution Strategy Research
  • 23. Successful Marketing Version 2.0 Adapt Measure Execution Strategy Research
  • 25. Speaking to Customers Timeline: 1900’s - present
  • 26. Speaking to Customers Timeline: 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
  • 27. Speaking to Customers Timeline: 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
  • 28. Speaking to Customers Timeline: 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
  • 29. Speaking to Customers Timeline: 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
  • 30. Speaking to Customers Timeline: 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
  • 31. Speaking to Customers Timeline: 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
  • 32. Speaking to Customers Timeline: 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
  • 33. ʻSpray and Prayʼ “I know half my advertising dollars are wasted. I just don’t know which half.” -John Wanamaker Inventor Department Store
  • 34. Marketing Golden Era 1945 - 2000 *Guaranteed Returns
  • 35. Super Brands “Brought To You By...”
  • 36. Howʼd They Do It? 3 Channels
  • 37. Howʼd They Do It? 3 Channels
  • 38. Howʼd They Do It? 3 Channels
  • 39. Howʼd They Do It? 3 Channels The Message
  • 41. Today Infinite Channels My Message
  • 42. Today Infinite Channels Traditional Online Radio Rhapsody, Pandora Television Hulu, Netflix, TiVo Print RSS, Online News Facebook, Twitter, Face to Face Social LinkedIn
  • 43. Marketing Going Forward *Guaranteed Data
  • 44. Marketing Brave New World Better Data = Better Decisions
  • 45. Research research Personas, Market Research
  • 46. Persona Research Thinking Like Your Target Market Our Mantra:
  • 47. Persona Research Thinking Like Your Target Market Our Mantra: We
  • 48. Persona Research Thinking Like Your Target Market Our Mantra: We Are
  • 49. Persona Research Thinking Like Your Target Market Our Mantra: We Are Not
  • 50. Persona Research Thinking Like Your Target Market Our Mantra: We Are Not The
  • 51. Persona Research Thinking Like Your Target Market Our Mantra: We Are Not The Target
  • 52. Persona Research Thinking Like Your Target Market Our Mantra: We Are Not The Target Market
  • 53. Persona Research Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 54. Persona Research 1. Finding the Users Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 55. Persona Research 1. Finding the Users 2. Building the Hypothesis Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 56. Persona Research 1. Finding the Users 2. Building the Hypothesis 3. Verification Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 57. Persona Research 1. Finding the Users 2. Building the Hypothesis 3. Verification 4. Finding Patterns Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 58. Persona Research 1. Finding the Users 2. Building the Hypothesis 3. Verification 4. Finding Patterns 5. Constructing Personas Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 59. Persona Research Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 60. Persona Research 6. Defining Situations Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 61. Persona Research 6. Defining Situations 7. Validation and Buy-in Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 62. Persona Research 6. Defining Situations 7. Validation and Buy-in 8. Sharing Knowledge Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 63. Persona Research 6. Defining Situations 7. Validation and Buy-in 8. Sharing Knowledge 9. Creating Scenarios Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 64. Persona Research 6. Defining Situations 7. Validation and Buy-in 8. Sharing Knowledge 9. Creating Scenarios 10. Ongoing Tweaking Source: http://www.hceye.org/HCInsight-Nielsen.htm
  • 65. Persona Research Example Name: Bill Johnson Occupation: CEO of mid-size company. Age: 52 Company: Apartment Renovations Inc. Home: Pasadena, CA Clients: Landlords, Real estate investors Married with 3 kids Culture: Laid back, friendly, professional, quality Oldest of 4 siblings 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.
  • 66. Persona Research Questions to Ask 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 status 4. How do they look? 5. How do they recreate? 6. What does their daily calendar look like? 7. What keeps them up at night?
  • 67. Research exercise Write a Persona
  • 68. Market Research Research ‘Listening’
  • 69. Market Research Research ‘Listening’ Primary Research: Surveys, Focus Groups
  • 70. Market Research Research ‘Listening’ Primary Research: Surveys, Focus Groups Secondary Research: Industry Reports, Keyword Analysis, Database
  • 71. Market Research Research Tools to Use
  • 72. Market Research Research Tools to Use Secondary Research Trade organizations - data on big trends
  • 73. Market Research Research Tools to Use Secondary Research Trade organizations - data on big trends Keyword - Google Trends, Keyword Tool
  • 74. Market Research Research Tools to Use Secondary Research Trade organizations - data on big trends Keyword - Google Trends, Keyword Tool Database - EBSCO Host, LexusNexus, Hoovers
  • 75. Market Research Research Tools to Use Secondary Research Trade organizations - data on big trends Keyword - Google Trends, Keyword Tool Database - EBSCO Host, LexusNexus, Hoovers Press - Magazines, Websites
  • 76. Market Research Research Tools to Use Secondary Research Trade organizations - data on big trends Keyword - Google Trends, Keyword Tool Database - EBSCO Host, LexusNexus, Hoovers Press - Magazines, Websites Feds Database: SBA, Census
  • 77. Research exercise Any Guinea Pigs?
  • 78. Principles Research Review
  • 79. Principles Research Review 1. Research is your foundation for all marketing efforts
  • 80. Principles Research Review 1. Research is your foundation for all marketing efforts 2. ‘We Are Not the Target Market’
  • 81. Principles Research Review 1. Research is your foundation for all marketing efforts 2. ‘We Are Not the Target Market’ 3. Construct a Persona 4. Use the free tools available
  • 82. Principles Research Review 1. Research is your foundation for all marketing efforts 2. ‘We Are Not the Target Market’ 3. Construct a Persona 4. Use the free tools available 5. Note what to measure