Integrated Marketing Search Engine Marketing Chapter 1 Instructor: Dawn Rauscher Brief Marketing History • When Did it Begin? • Customer Lifetime Value (CLV) – 1800’s -- Newspapers – Scanner Data – 1900’s -- Radio & TV – Consumer Interviews • Types of Marketing? • Web Marketing – Direct Marketing – Banner Ads – Database Marketing – Bulk Email – Profiling – Portals – Clustering – Search Engine Marketing – Segmentation Offline Marketing Lessons • TV Road Blocks – 1960’s • 4 Ads for 2 Nights targeted 90% audience – Today • 85 TV Ads • Problems – Thousands of channels – Newspapers – Radio Stations – Billboards – Web pages Digitization Changes • Countless Choices – Example: Music (MP3, ipod, ipad, Pandora) – Example: Newspaper • Manage Ad Campaigns – Web allows for segmentation – Target specific audience • Transformation – Few Campaigns/Year – Thousands of Campaigns Simultaneously • Media – Mostly make money by displaying advertising New Marketing Model • Analytics – Digital Media sends data to the analytics – PPC, SEO, banner adds, bulk email, ect. – Traditional Media have been added to this stream of information • Benefits – Where is the traffic coming from? – How much does it cost per lead? – How much does it cost per sale? – What is the value per visitor? • Results – What is going on? – What can we do about it? – Change campaigns accordingly Google’s Role • AdWords (Easy, popular, successful) • Ads on AM/FM radio • Ads on TV (CNN, MSNBC, Animal Planet) – Upload a video, select markets, place bids • Newspaper Market • Mobile Device ads Limits of Traditional Marketing • Connections of TV ad views to sales could not be tracked • TV stations did not know if the show was being watched • Radio stations didn’t know if people were listening • Newspapers could only track sales and subscriptions Unique URL’s & Tracking Codes • Send the customer to a webpage • Unique URL’s included in all ads – KoiSummer.com for TV – KoiJuly.com for radio • Tracking tools record visits, actions, conversions • Unique URL’s with a redirect to the main site Buying Cycle 1. Awareness of a desire or need 2. Research the market 3. Compare products 4. Purchase the product Length of Buying Cycle • Low cost products = A few days • Large purchases = Month • Industrial Equipment = Six Months • Real Estate = Years Integrated Marketing QuickTime™ and a decompressor are needed to see this picture. Qui ckTi me™ and a decompresso r are nee ded to se e th is p icture . The use of two or more marketing channels to sell a product or service. QuickTime™ and a QuickTime™ and a decompressor decompressor are needed to se e this picture. are need ed to see this picture. Digital Marketing Tools • Analytics --- Software to track campaigns • PPC (pay-per-click) ---Place Ads on search results • Multivariate Testing (MTV) Software to test permutations of web pages • Targeting Messaging Databases, analytics, behavioral targeting, customer profiles to send targeted messages • Business Intelligence (BI) Software that collects sales & financial activity • CRM Software to track customers Integrated Marketing Strategies – Divide up customer base into categories – Display message at audience through multiple channels – Point viewers to unique URL Enterprise Marketing Management EMM • Uses various tools to manage marketing strategies and tactics – Reduces costs – Increases productivity – Grows revenue • Other Names – Marketing Resource Management (MRM) – Marketing Operations Management (MOM) • Unica is the market leader Conclusion • Google AdWords allow marketing to be a trackable activity • Digitized Marketing offers new tools for automated distribution of campaigns across multiple channels • Traditional Marketing and Online Marketing have merged into one package QuickTime™ and a decompressor are neede d to see this picture.
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