Direct MarketingDirect Marketing

@JeffxNelson#anduro

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Today’s Topics

• Outbound vs inbound marketing• Acquisition strategies and channels• Retention strategies and channels• Segmenting and targeting• Customer profiling and targeting• Messaging and testing• Managing customer related data• Data analysis and ROI

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Outbound vs Inbound

Outbound:• buying attention• cold-calling• direct paper mail• radio• TV advertisements• sales flyers • eMail spam• telemarketing• traditional advertising

Inbound:• blogs• podcasts• webinars• video• eBooks• eNewsletters• whitepapers• SEO• social media

Inbound Marketing http://en.wikipedia.org/wiki/Inbound_marketing

Inbound Marketing vs. Outbound Marketinghttp://blog.hubspot.com/blog/tabid/6307/bid/2989/Inbound-Marketing-vs-Outbound-Marketing.aspx

What is SAIT using?

Exponential

4Marketing Communications Integrating Offline and Online with Social Media by P. R. Smith Ze Zookhttp://faculty.mu.edu.sa/public/uploads/1358138379.314MarComms_5th-ed-sample_chapter-7-MAY-1.pdf

Sarnoff NetworkDavid Sarnoff – broadcasting

• Viewers – 20• Math – 20*1• Network - 20

Metcalf NetworkBob Metcalf – Ethernet

• Viewers – 20• Math - 202

• Network - 400

Reed NetworkDavid Reed – social networks

• Viewers – 20• Math - 220

• Network – 1,000,000

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You Oughta Know Inbound Marketing

You Oughta Know Inbound Marketinghttp://youtu.be/4-lGe5MnBlY

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Hubspot`s All in One Software

The 2012 State of Inbound Marketinghttp://blog.hubspot.com/Portals/249/docs/ebooks/the_2012_state_of_inbound_marketing.pdf

Best Practices

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Measures:• www.Alexa.com• www.SEMRush.com•

http://marketing.grader.com• # Facebook Likes• # Twitter Followers• # Blog Feed(s)

Institutions:• www.sait.ca • www.ucalgary.ca • www.uwo.ca • www.harvard.edu • www.usfca.edu• www.mit.edu• www.cam.ac.uk

Let’s do some research

Univ of Western Ont

8University of Western Ontariohttp://www.UWO.ca

Harvard University

9Harvard Universityhttp://www.Harvard.edu

RSS and Google Reader

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Advantages:• Less email overload• Quick to read• Less clutter (consolidated)• All news in one place• Subscribe to what you

want• Another place for

searching• Access anywhere• Easy to unsubscribe

RSS Feeds Advantages and Disadvantageshttp://www.samirkamble.com/rss-feeds-advantages-and-disadvantages/

Subscribe to 1 blog

Existing Customers

115 Ways Social Media Can Increase Your Revenue From Existing Customershttp://www.socialmediaexaminer.com/turn-customers-into-increased-revenue/

Tip #1: Give Customers Incentives for Making More Frequent Purchases

Tip #2: Give Customers a Reason to Spend More at Each Purchase

Tip #3: Combine Email Marketing Offers

Tip #4: Educate Your Customers about Your Other Products and Services

Tip #5: Provide Consistent Value

Email Opt-in

12Amy Porterfieldhttp://www.amyporterfield.com

List Building

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List Building With Social Media: How to Grow Your Email List By Michael Stelznerhttp://www.socialmediaexaminer.com/list-building-with-social-media-how-to-grow-your-email-list/

Facebook Marketing for Dummies by Amy Porterfieldwww.amazon.com/Facebook-Marketing-All-One-Dummies/dp/0470942304https://www.facebook.com/AmyPorterfield

• Don’t rely on social media only; use email• Feature opt-in box on web page• Pop-up offer (free chapter of book)• Give away free info – exchange for email (11:00)

• Quarterly webinars• eBooks (free is time limited)

• Opt-in at end of blog post• Create video on YouTube• Post video on Facebook and link to opt-in page• Promote posts on Facebook

Promoted Post

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Facebook Offer

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LinkedIn

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• Message via 2nd connections• Upgrade and connect• Co-branded message with LinkedIn

Send me a message

Co-Brand Message

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AuthorRank

18Google Author Rank: Has Google Chairman Eric Schmidt Now Confirmed It?http://www.virante.org/blog/2013/02/06/google-author-rank-has-google-chairman-eric-schmidt-now-confirmed-it/

AuthorRank:• Photo shows up by results• One more signal• Connected to Google+• Trust and authenticity

Rel=Author

19Rel=Author : How To Do Google Rel=Author in WordPress by Elizabeth Jamiesonhttp://www.youtube.com/watch?v=YyIQzHD8rBY http://www.devonwebdesigners.com/3278/relauthor-step-by-step-for-wordpress/

Rel=Author:• Head shots• Your Google+ profile• Contributor to...• Adding your bio to

WordPress

What is your Google+ ID?

Profiling Differently

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New:• Social profile• Behavioral data• Lifecycle• Recently bought• Self selecting?

Old:• Age• Sex• Marital status• Postal code• Income• What bucket?

The End of Demographics: How Marketers Are Going Deeper With Personal Datahttp://mashable.com/2011/06/30/psychographics-marketing/

Facebook Graphic Searchhttps://www.facebook.com/about/graphsearch

Acquisition Funnel

21Developed by Joanne O`Connell and Jeff Nelson

Attributes

22Attribution Solutions with Google Analytics by CardinalPathhttp://youtu.be/Es_JDC4KJMo

Google URL Builder

23Attribution Solutions with Google Analytics by CardinalPathhttp://youtu.be/Es_JDC4KJMo

• Google URL Builder Tool (15 min)

Email Campaign Tracking

24Attribution Solutions with Google Analytics by CardinalPathhttp://youtu.be/Es_JDC4KJMo

• Email Campaign Tracking (20 min)

Offline Tracking

25Attribution Solutions with Google Analytics by CardinalPathhttp://youtu.be/Es_JDC4KJMo

• Offline Tracking (23 min)

Multi-Channel Funnels

26Attribution Solutions with Google Analytics by CardinalPathhttp://youtu.be/Es_JDC4KJMo

• Multi-Channel Funnels (31 min)

Monitoring – Mention.net

27www.Mention.net

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Jeff Nelson, MBA403-410-3803

jeff.nelson@anduro.com@JeffxNelson

Questions?