This is the second lecture for my Interactive Global & Regional Marketing course. This presentation covers the differences between traditional and interactive marketing.

1. Traditional vs. Interactive Marketing

2. Administrative Items

3. Attendance
 We currently have 70 students registered in the course
 I have gotten feedback from some students that they are
unable to hear the lectures because of class size
 On Monday, I met with Zaki Rashidi and discussed
breaking the class into equal sessions
 He will be joining us in class today to help us figure out
the best possible day for the second session

4. Those Not Registered On IGRM Website
 Syed Wajahat Ali  Muhammad Waqas Rehman
 Agha Maaz Majeed Khan  Ravissh Hasan
 Amber Anwar  Utba Asim
 Bushra Khan  Aisha Talpur
 Irfan Madhani  Shelina Shamsuddin Alladin
 Komal  Mirza Muhammad Hussain
 Narjis Khanum  Muhammad Zeeshan Sanghani
 Reena Kewalramani  Nida Ghanchi
 Samir Noorali Dossani  Rafia Alvi
 Om Parkash  Mehreen Fareed
 Mitra Ghadini  Ali ur Rehman
 Nasir Iqbal Memon  Saba Ahmed

5. IGRM Course Website
http://www.emagine‐group.com/courses/igrm/

6. Course Project Information Not Submitted
 Amber Anwar
 Bushra Khan
 Irfan Madhani
 Komal
 Narjis Khanum
 Reena Kewalramani
 Samir Noorali Dossani
 Om Parkash
 Atif Salman
 Ali ur Rehman
 Shelina Shamsuddin Alladin

7. Email Addresses Not Submitted
 Agha Maaz Majeed Khan
 Bushra Khan
 Irfan Madhani
 Samir Noorali Dossani
 Aisha Talpur
 Nida Ghanchi
 Rafia Alvi
 Ali ur Rehman
 Shelina Shamsuddin Alladin

8. If Your Name Appeared On Any Of The
Previous Lists
– See Me During The Break

9. Course Project Overview

10. Project Overview
 As part of our Interactive Global & Regional Marketing
course, students will be asked to prepare a
comprehensive interactive marketing campaign for a
domestic Pakistani brand of their choice.
 The campaigns will bring together all the elements that
are discussed in class in a comprehensive manner to
deliver what should be a successful campaign.
 Students will be asked to combine both interactive and
traditional marketing formats to assure that their brands
are best represented to the consumers allowing for the
greatest returns in terms of brand value and sales.

11. Project Methodology
 Students will be asked to prepare project status reports
that will be submitted to the instructor every two weeks.
 These project status reports will be used to determine
whether the group is on the right track with the
campaign planning, strategy, creative and monitoring
tools.
 In addition to the project status reports, students will be
asked to take appointments with the instructor to discuss
their projects so that guidance can be provided face to
face in addition to the written assessments that will be
given.

12. Step 1 ‐ Brand Assessment
 The Brand Assessment will address the following
areas:
 A basic overview of the brand from a business and
consumer point of view.
 Students will need to define the brand in terms of:
 Characteristics
 Value
 Benefit to consumer
 Positioning in the market
 Competitor comparison

13. Step 1 – Brand Assessment
 Groups will also need to assess the current marketing
position of the brand in terms of traditional and
interactive medias.
 This will require reviewing any advertising that has
been done and any interactive campaigns that have
been implemented.
 If the brand has a Facebook page, the group will need
to provide a critical analysis of page and determine
whether the brand is achieving any value from the
page.

14. Step 1 – Brand Assessment
 Groups will need to define the scope of work and
provide it to the instructor as part of the Brand
Assessment so that it is clear what responsibilities each
group member has undertaken.

15. Step 2 – Marketing Strategy
 This strategy will need to identify how you plan to market
the brand to the public, what you expect to achieve from
each element of the strategy from new followers on
Facebook to increased brand awareness and value.
 All elements of the campaign must include calls to action
that motivate the general public to do something. Each of
the calls to action must have a measurement tools included
to determine what the actual results will be comparative to
the projected results.
 The Marketing Strategy will also need to address how each
media, traditional and interactive, will be integrated to
support the brand and the message that the group is
attempting to deliver through their campaign.

16. Step 2 – Marketing Strategy
 The strategy will also require:
 Crisis Management Plan that will be used to oversee the brand
response to any controversy or customer service issues that arise
through the campaign.
 Campaign Management plan that is monitoring the campaign and
the consumer response to determine the effectiveness.
 Monitoring system that will track all of the activities and assist in
determining the overall effectiveness.
 This monitoring system will also be used to calculate the overall
return on investment (ROI) to the brand and the bottom line.
 Since interactive marketing is a long‐term investment into
the consumer and the brand, the group must be planning
long‐term, results based, not quick hit advertising.

17. Step 3 – Project Budget
 While preparing the budget, make sure that your
group includes the costs of traditional media as well
as interactive medias.
 Most failures start at this point with companies
unwilling to set a budget and end up overspending
on a campaign that doesn’t work or under spending
on a campaign that is delivering results.

18. Step 3 – Project Budget
 Budgets should include the following:
 Creative
 Media Buys (online advertising costs money too)
 Giveaways & Gifts
 Promotional Costs (if you are offering discounts, how will it
affect the bottom line?)
 Events
 Production Costs (things need to be printed and produced
make sure to include the cost)
 Human Resources

19. Step 4 – Creative & Production
 This means that everything that is in your strategy
should be developed.
 TVCs and videos should be storyboarded. I will give extra
credit to those groups who get a video camera and produce
a video along with the storyboard.
 Creative items must be prepared so that we can see how
the visual side of the campaign will be represented.
 Event plans must be provided, if events are part of your
marketing plan. The event plan will include cities,
locations and event agendas.
 Don’t forget promotion and registration of guests if you
are offering events in your marketing strategy.

20. Project Grading
 You need to look at this project from the point of view that I,
as the instructor, am the client and your group will need to
explain and convince me that this is the best way to take the
brand forward.
 That means that all the items that you submit for review and
final grading must be of a professional standard. If you treat
this like a classroom project, your group grade will reflect
that.
 A professional standard means that images will be properly
placed on campaign graphics, spelling will be checked,
budgets and strategies will be achievable. The more effort
your group puts into getting the presentation correct, the
better your overall group grade.

21. Project Grading
 Additionally, your group projects will be added to the
course website to allow your fellow class members to
review and provide feedback on where your focus is and
how you can further improve the campaign.
 The comments and feedback will be provided online and
students will be graded on their participation in the
discussions.
 Again, this is a marketing course and like any agency,
campaigns will be discussed and critiqued but people
outside the group.

22. Questions, Queries & Concerns
 If you have any questions or problems, please feel free to
get in touch with me directly through the following
methods:
 Email: khalid@emagine‐group.com
 Phone: 0333 229 1234
(If you don’t get me on the phone, please send me an SMS and I’ll call
you back)

23. How Did Marketing Get Here?

26. A Quick Marketing Quiz

27. “The message of the brand is
sustained throughout the year
through cyclical campaigns”

29. “Visual style, tone of
communication and advertising
content are the message. The
vehicles are the paid channels that
help us take the message to the
consumer.”

31. “Digital may not be the center of
my campaign, but it’s an
increasingly important point of
contact.”

34. “Production can not consume so
much of my budget to the point of
affecting my media budget
allocation.”

37. Obviously, I get my strategies
through the marketing funnel.
Everyone does that. It still works
fine.

39. Traditional Marketing

40. Traditional/Offline Marketing
 Focus was to push a message to consumers
 There was no interaction with the consumer or
community other than sales figures
 The message was developed and controlled by the
company
 All that mattered was what image the company wanted
you to believe about their brands and products

41. Traditional Marketing is ….
 Newspaper Advertisements
 Television Commercials & Infomercials
 Billboards
 Radio Advertising
 Brochures & Flyers
 Promotional Events

45. October 2009 “Adaptive Brand Marketing”

47. What Creates Consumer Conversations?
76%
of consumers don’t believe
that companies tell the truth in
advertisements

48. Customers Don’t Trust Traditional Advertising

49. What Changed? What Is Still Changing
 Increased quantity and
sources of information
 Growing computing
power and technology
available
 Increased technological
ease‐of‐use
 Distaste with aggressive,
disruptive marketing
 Faster paced lifestyles,
shorter attention spans

64. Interactive Marketing

65. What is Interactive Marketing?
 The refined form of pull marketing that brings
consumers to brand through conversations, interactions
and electronic word of mouth
 It gives the consumer the ability to craft and control the
message
 Much more creative than traditional marketing
 It builds real relationships with consumers that provide
the brand with insights and understanding of how a
product is used
 We rely more on TECHNOGRAPHICS than demographics

66. Technographic Segmentation
 Traditionally market researchers focused on various
demographic, psychographic, and lifestyle schemes to
categorize and describe similar clusters of consumers as
target markets
 As information and communication technologies emerged as
a central focus and defining force in a wide range of
occupations and lifestyles, market researchers realized the
need for a segmentation scheme based on the role that
technology plays in consumers' lives
 Technographic segmentation was developed to measure and
categorize consumers based on their ownership, use patterns,
and attitudes toward information, communication and
entertainment technologies.

68. Conversations Start With People
THERE IS STILL
ONE TRUSTED
MEDIUM
LEFT IN THE
WORLD
MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT

69. The New Way

74. The Truth About Interactive Marketing
 It’s not about you, it’s about
your audience
 Strategy must be based on
customer behavior
 The focal point needs to be
consumer insight – How can
you add value or create a
more engaged audience?
 This is about building a
REAL relationship with your
customers; customers want
credibility

75. The 4 P’s Have Evolved!
Permission enables Proximity is more Perception – Participation –
marketers to begin about enabling big Understand the Embrace the idea
the dialog with ideas that have vantage point of the that your customers
consumers as a scalability at the customer and and prospective
true, voluntary local level. understand our customers are
relationship perception may not engaged in
be 100% accurate conversation that
affects you.

76. Consumers Control The Message
Blog
PodCast Conversation
Video Collaboration

77. I have a problem I need to solve I want to be better looking
I can save the environment I want to be more
I need to impress my boss efficient
I want to
smile
I need to
I want to
know more
laugh
I want to be
entertained
I want to be more popular
I wish I could do more to help people
I want to make my friends laugh

78. The New Rules of Engagement
One‐way communication Brand is dialogue
Brand recall is holy grail Customers determine brand value
Group customers by demographics Group customers by behavior
Content controlled by marketers Enterprise + user‐generated content
Virality driven by flash Virality based on content
Michelin Guide: expert reviews Amazon: user reviews
Publishers control channels Publishers build relationships
Top‐down strategy Bottom‐up strategy
Information hierarchy Information on demand
Emphasis on cost – CPM Invest for growth – Measurable ROI

79. Leveraging Interactive Media In Marketing
Brand Building
Lead Generation
Research and Development
Product or Service Launch
Customer Retention
Partner and Channel Communications
Thought Leadership
Internal Communications
Media Relations
Crisis Management

81. What Do I Mean When I Say Interactive
Marketing?

83. Online Communication Channels
83

84. Search Engine Marketing
Paid Search
Contextual Advertising
Search Engine Optimization
Display Advertising
Some facts:
 SEM is the fastest growing form of online marketing
 89% of US Internet Users
 63% of consumers first look to the internet
 82% say search is the most commonly used tool
 41% use geographic modifiers
 82% of local searchers follow‐up with in‐store visits, phone calls or
purchase

85. Search Engine Optimization
 Google Algorithm
 Google Instant
 Google Places
 Increased focus on SEO can begin to
decrease or eliminate the need for PPC

86. Search – Leveling the playing field
SEO
+29%
Higher
Return
PPC

87. Display/Banner Advertising
 CPM
 Rich Media
 Mobile
 Behavioral Targeting

88. Social Networks

89. User Generated Content
 Blogs
 Social Network Sites
 Wikis
 Videos & Photos
 Review Sites
 Audio Sites
 Discussion Boards & Forums

90. Email Marketing
 Fast & Easy
 Interactive
 Personalization
 Tracking
 Eliminated printing costs

91. Mobile
Mobile Websites
SMS/Texting
Smart Phones
Tablets/iPad/Kindles
Location Based Marketing
“[Google] can make more in mobile than desktop eventually. The
reason is because mobile is more targeted.” ~Eric Schmidt

92. Centralize Analytics – Multichannel Optimization

93. The Changing Role of the Marketer

94. Changing Role of Marketers
It’s not about talking at
customers and prospects

95. Changing Role of Marketers
It’s about creating &
engaging with communities

96. The Social Technographics Ladder Publish a blog
Publish your own Web pages
18% Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
25% Critics
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
12% Collectors
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
25% Joiners
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
48% Spectators Listen to podcasts
Read online forums
Read customer ratings/reviews
44% Inactives None of the above
Groups include people participating in at least
one of the activities monthly.

97. Understand All The Objectives
ADVOCACY AWARENESS
By always adding value, Find your target audience
your customers will
become advocates of your Make them aware of your
brand products and services
They will pass the word
and start the cycle over
with others
RETENTION
By always adding ENGAGEMENT
value and more
relevance to each Now they know…but do
individual, they care?
customers will come
to you, not your Entice the target’s desire
competitors to learn more
SEGMENTATION
With new data, bucket ACQUISITION
customers into different groups You’ve engaged your target,
Provide more targeted, relevant they’re willing to exchange
communications data, make a purchase, etc.

98. Listening
Learning from what
your customers are
saying

99. Talking
Two‐way
conversation,
not just shouting

100. Energizing
Helping your
best customers
to recruit others

101. Supporting
Enabling
your customers
to support
each other

102. Embracing
Involving
customers
in your
product
development

103. Tools used to accomplish objectives
Corporate Typical Appropriate
function groundswell objective social applications
Listening — gaining insights • Private communities
Research from listening to customers • Brand monitoring
• Blogs
Talking — using conversations
• Communities
Marketing with customers to promote • Social networking sites
products or services
• Video or user-generated sites
Energizing — identifying • Brand ambassador programs
Sales enthusiastic customers and using • Communities
them to persuade others • Embeddable “widgets”
Supporting — making it
• Support forums
Support possible for customers to help • Wikis
each other
Embracing — turning customers • Innovation communities
Development into a resource for innovation • “Suggestion boxes”

124. How Do You Do It Correctly?

132. Manage Expectations
 Make sure that your organization understands there are no
overnight successes
 To become a viral brand requires a great idea, make sure that you
have enough ideas to reject so that you get the great one
 Attempts to find superficial social success leads brands to create a
presence that doesn’t fit brand personality or inappropriate
campaigns in the hope that they go viral
 Don’t be greedy
 Just because you have thousands of followers or friends, doesn’t
mean that they all have something valuable to say
 Measure. Review. Revise.
 Getting social media right requires regular review to gauge what
works and what doesn’t
 Once you know what works, revise your social media strategy to
achieve results long‐term

134. Why Do Brands Fail In Social Media?
 Individuals within the organization work independently
of others as what we call silos
 Organizations fail to do any research or planning to
understand what social media is and how it operates
 Too many organizations believe that social media is
about just listening to what others say, rather than being
part of the discussion
 They fail to devise a message for the media making their
social media experience seem like an one‐off experiment
 They don’t take the time to build the strategy to succeed
assuring that they will fail