2013 02-25 - sait - direct marketing
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Direct Marketing @JeffxNelson #anduro
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Direct marketing strategies for 2013
Transcript of 2013 02-25 - sait - direct marketing
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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• 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)
