Interactive Marketing Push and Pull
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Discussion of interactive marketing and how it is better to be the target than the archer.
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Interactive Marketing Push and Pull
- 1. PUSH vs. PULL Interactive B2B Marketing Brian Joosse Director, Interactive Initiatives ARENDS Chicago
- 2. Go Cubs!
- 11. a web site is more like…
- 15. Can’t Do This
- 16. This is more likely to work serve it to the right users and they will eat it
- 28. On the Web, WE CAN MEASURE SUCCESS!
- 30. PULL Tactics Can Still Actively Help B2B Sales here’s an example
- 31. Let us Consider the Sales Cycle
- 32. …or Funnel
- 33. BUY Cycle
- 38. User-Centered Web Content Start Page: Job Shop Owner UNAWARE Learn About The Problem RESEARCHING Learn About Solutions DETERMINING Why We Are the Right Solution DECIDING Value, Price, Peer Acceptance AWAITING/ USING Support Related items
- 49. One Other Example of PULL Thanks!
- 50. Radio Advertising Prince Golden Egg Noodles From Stan Freberg
Notas do Editor
- Introduce myself, mention Arends is based in Chicago area
- How did this slide get here? Apologies to people from Milwaukee and St Louis, props to Tim from Arizona
- Since this is the last presentation of the conference, and it’s right after lunch, I have a few rules
- Let’s talk about some internet facts of life
- We use the phrase “sticky” and call it the web but that’s not really right either
- A target
- A target might be for pistols, or bows and arrows, or darts; don’t have to score a bullseye to get points but the bullseye is best. The web site is very passive…
- Clients don’t like to think of themselves as targets; like to think of themselves as the hunters. Consider the kind of vocabulary used with push tactics.
- Can only put it in front of the people who come to your table, and you can’t make them eat it
- Orbitz golfing game is my latest addiction
- Yadda yadda yadda; same old thing
- To use Jeff Chesbro’s term from yesterday, “paradigm”; bravo to us all for not using it repeatedly
- Those of us who are usability proponents treat Nielsen’s book “Designing Web Usability” like the Bible or the Quran
- Simplistic example of ours, content pathways geared towards target audiences Some of you have familiarity with steel joists and decking—used in large scale construction for roof structure
- Other aspects of pull
- Some qualifications about pull and why it is not necessarily better than push, but different in many positive ways
- Or as we like to call it at Arends…
- As fine as you can parse the target, and serve up segmented data, the best it will be
- For example…