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University of Washington Guest Lecture - Entrepreneurial Marketing

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Jordan Mitchell
Jordan Mitchell

Guest lecture by Jordan Mitchell at Deb Hagen's UW class on Entrepreneurial Marketing.

BusinessTechnology
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Online Marketing – Version 2.0 Marketing your business across the new landscape of the Web.
Today I’ll Talk About ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Online Marketing Version 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
US Online Ad Market Size Actual Estimated
Display vs. Search Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Growth lies in targeting people and behaviors. Search Display
Overall Trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The People-Driven Web ,[object Object],[object Object],[object Object]
Earned Media ,[object Object],[object Object],[object Object],[object Object],[object Object],Media attention earned the hard way, not bought.
Challenges and Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Paid Media Online Advertising 101
Online Advertising Eco-System Advertisers want to reach people. Web sites are the proxy. 80% of ad inventory flows thru networks. Advertisers / Agencies Publishers Ad Networks Optimizers Online Consumers
Rate Structures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Targeting Options ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where to Buy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Elements of a Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object]
Tracking and Measuring ROI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Optimizing Your Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tools to Use ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Earned” Media
Earned Media is “Linkbait” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Earned Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example: KogiBBQ ,[object Object],[object Object]
Example: Seattle 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example: Monk-e-mail
The Monk-e-mail Pitch ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Earned Media Advice ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New Forms of Measurement
“Buzz” and Sentiment Measurement ,[object Object],[object Object],[object Object],[object Object]
Friends, Followers, Votes, Retweets
The Power of Passed Links ,[object Object],[object Object],[object Object],[object Object],http://meteorsolutions.com/?fbid=TY2Xsky3p5I
Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Jordan Mitchell ,[object Object],[object Object]

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