Certificate in Online Marketing - slides from module #1

1. • Strategy
• Web Design
ONLINE • Measurement
MARKETING • e-commerce
STRATEGY
• Reputation and Social
• Planning
by Niall McKeown
• Case Studies
commodity vs value proposition
Marketing is the art of telling stories
Selling is overcoming objections

2. Strategy
strategy architect vs builder
Strategy Strategy
architect vs builder architect vs builder

3. Getting Attention
Consolidated reporting
Viral Marketing
Offline Campaigns
pushing to online Online Brand Management
Online display advertising Video/YouTube Channels
Blogging
Web Site and
Search Engine Optimisation (SEO) Permission Marketing
Affiliate Marketing
Pay Per Click Advertising (PPC)
Online PR
Webinars
Email Marketing
Mobile Marketing
Social Media Podcasting Paying Attention
THE COST OF RELATIONSHIPS
Website Content Website Design
• Ad in business magazine - !500
Email Marketing Pay Per Click
• Readers - 10,000
Social Media SEO
• Remember Ad = 700
Blogging Display Ads
• Act on call-to-action 2% = 14 people
Affiliate
Online PR Marketing • !35.71 per persons attention
Viral Campaigns Accidental Viral

4. !A written marketing/communications strategy
! Objectives
! Social media engagement policy
! List building strategy
! Resource requirements and role definitions
! Publishing schedule
! Points of integration
! Measurableoutputs;
Audience, Engagement, Loyalty, Influence,
Action
! Published review calendar
Web Design

5. journey
re
ctuwo
s tru rds
design

6. Design Winner or Relevance Winner?

7. Design Winner or Experience Winner? Design Winner or Structure Winner?
Design Winner or Content Winner? Design Winner or Usability Winner?

8. Utility versus Significance
journey
re
ctuwo
s tru rds
design
Best Practice
words
structure
journey
design

9. Measuring Your Online
Marketing Success
measurement
Open Rate Click through Unsubscribes Bounce Backs Revenues
0 150 300 450 600
Fathers Day
Back To School
Mid Season Sale
Christmas

10. Generic Search
Hotel Name
Brand Title
e-commerce
Ref & Direct
4%
18%
14%
63%

11. Consumer Consumer
e-commerce
Low Cost High Volume Model
What Counts Time Investment
Cost &
Reputation
Brand &
Attention
Cost &
Appearing
Consumer Consumer

12. Consumer Consumer
Consumer Consumer

13. Consumer Consumer
Online Reputation
& Social Media
reputation

15. Online Reputation
& Social Media
social
Creating Influence 6 DEGREES OF SEPERATION
Connectors Mavens Sales Men

16. planning
Customer Journey Planner © 2009
Objectives
Strategy Goal: Getting Attendance At An Event
Initial Broadcast Total List With Invite
Tactics
List Building
Review & Change Cleansing
Matrix Accept And Sign Up
Reject Sign Up
Offer
Those that do
nothing after 3 days
Hot Prospects
Thank You Email Email Offer to High
Other Events In
With Offer To Invite Repeat Email Scorer With Special
Future
Friend Landing Page
Publishing
Policy
Email Day Before
Campaign Layout Event With GPS
Instructions/Map,
Phone Open Email Last Minute
& Execution
Only Reminder
& Publishing
Menu and Well
Wishing
Schedule