Want to know just what goes into making a successful interactive marketing campaign?

INTERNETONLINEWEBSITE.COM

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INTRODUCTION


We know what you’re thinking: Great! Another slideshow presentation.

But fear not, intrepid business person, this is a slide show about the Internet! Specifically, about what goes into making all the different aspects of a successful interactive marketing campaign.

We know this Internet stuff can be tough. It’s hard to know what you need, let alone who you have to hire to get it done. We also know you’re busy, so we went ahead and put this little slide show together to fill you in on some of the big bits. See, we’re Aquent, and if there’s anything we know, it’s filling in the knowledge gaps. With access to some of the best creative talent in the world, we’re there to help you make sense of this newfangled world.

So sit back, relax, and enjoy the plethora of sound effects we’ve crammed into this thing. Of course, you can also visit InternetOnlineWebsite.com to interact with this information in its natural environment, without any of the star wipes.


Brings complex animation and interactivity to web pages.

Creates face-melting (in a good way) banners and integrates sound and video to develop rich Internet applications.

Can be used to create anything from banners to full sites.

If you’re looking to make an impact online, you’re going to need Flash talent.

FLASH MEDIA



For truly effective Flash work, you’re going to need:

Flash Designer:Designs engaging interactive experiences that utilize everything Flash can offer.

Flash Animator:Takes your static brand elements and transforms them into a dynamic, cinematic presence.

Flash Developer:Uses next-level tech and ActionScript to make designs come to life.


MEET THE TALENT!


Smart Direct Marketing can find, keep and delight customers to make sure they think of you first.

Encompasses an arsenal of different marketing strategies, from direct mail, catalogs, and collateral to email, websites, and telemarketing.

Strategically formulate plans to create marketing relevant to your customer base.

To achieve all this however, you’re first going to need some CRM talent.


DATABASE MARKETING & CRM


To implement expert marketing strategies you’ll need:

CRM Program Manager:Unifies all the ways a company interacts with its customers: face-to-face, by email, through sales, customer service, etc.

CRM Database Analyst:Designs pre-direct marketing campaign analyses, test designs, and segmentation to

determine who is most likely to respond.


MEET THE TALENT!


Graphic Design is an immensely powerful skill set—when done well, it delivers a clear message and creates an emotional response to something as intangible as a brand.

Whatever you’re cooking up–an online presence, direct mail, annual reports, catalogs, presentations, brochures, or publications–Graphic Design will make it more effective.

A good eye doesn’t come naturally, so you’ll be needing some Design talent.

GRAPHIC DESIGN



MEET THE TALENT!

The people you’ll need to get your message out loud and clear:

Graphic Designer:They exist to make you look good–they live by brand standards, style sheets, templates, and kerning.

Production Artist:Perfectionists who live to make your design come to life properly.

Copywriter:Developer of comprehensive copy strategies and concepts, and write all sorts of things, like ad campaigns, promotional materials, press releases, even content copy.

Production Manager:Manages all aspects of print production–project planning, workflow management, vendor negotiations–the list is endless.



Interactive Design is the process by which an idea is nurtured and cultivated to become a truly awesome online experience. Any experience, from a Web app to a full site, depends on it.

The key to this winning formula is equal parts beauty, functionality and practicality, built on a solid layer of code to make it accessible and engaging.

Good interactive experiences take a lot of know-how, so you need good

Interactive talent.

INTERACTIVE DESIGN



MEET THE TALENT!

The people you’ll need to create the perfect online experience:

Interactive Designer:Knows what the latest tech can do, and utilizes every last drop of designer-y goodness to deliver an easy to use and totally gorgeous online experience.

Front End Developer:Utilizes the latest Web development standards and solid hands-on technical skills to create sites that function properly across a wide variety of browsers and platforms.

Interactive Copywriter:Understands the intricacies of writing for the online world - how to write something as simple as a killer tagline, or as complex as an entire blog’s worth of content.

Project Manager:Coordinates the details of design and development, working directly with clients and resources to ensure on-time delivery.

User Experience:Master of many things: user research, interaction design, information architecture and usability testing, all to make your website or application more engaging and intuitive.



Search engine marketing (SEM) is the magical process of marketing a website via search engines.

Organic listings, search engine optimization, pay per inclusion, pay per click, and banner ads are all part of what often makes this online alchemy the most cost-and results-effective online marketing medium.

Optimizing your search potential is a veritable science, so you’re going to

need SEO talent.


SEARCH


The magical people who will get your site found:

SEM Manager:Possesses an in-depth understanding of keyword advertising and direct marketing while managing and executing operations across various interactive channels.

SEO Manager:Has complex ownership with tons of responsibility. Defines SEO standards and guidelines for URLs, links, page titles, meta tags, keywords, headings, anchor text, and site maps.


MEET THE TALENT!


Brands have come a long way from the hot irons for cows.

Brand/Product Management is the practice of applying marketing techniques to a product, product line, or entire brand to increase the product’s perceived value and equity.

A strategic approach is needed to keep your brand at the front of the herd (if you’ll forgive the pun).

For any real results, you’re going to need to get some Brand Management talent.


BRAND / PRODUCT MANAGEMENT


The people you’ll need to keep your brand at the front of the herd(if you’ll forgive the pun)

Marketing Director:Conceives and leads strategy for both marketing and advertising to get your brand where you want it to be.

Brand Manager:Makes sure everything involving your brand is designed to raise the awareness and value of the brand.

Assistant Brand Manager:Helps the business team unit on assigned brands, typically managing individual projects that support the much larger brand strategy.

Marketing Coordinator:Stays on top of the administrative duties related to brand activity, manage multiple timelines, and ensure that deadlines are met.


MEET THE TALENT!


Whether your medium is online, mobile, or print, you need content or you’ve just got empty pages. It doesn’t happen on its own.

It takes someone smart to write it so that it tells a story, strikes a chord and sometimes even encourages interaction.

Above all, it must deliver on your brand promise with a consistent brand voice.

That’s a big job! You’re going to need to get some Content Development and

Management talent.


CONTENT DEVELOPMENT AND MANAGEMENT


Stringing words into sentences is just the beginning:

Content Writers:Have the chops to tackle a meaty writing job in any medium and has solid experience doing just that.

Taxonomist:From indexing to search engine optimization and metadata strategy, gives users an easier way to process large amounts of information.

Instructional Designer:Can tell you all about curriculum design, development, instruction, and performance measurement. Makes teaching easier and learning more compelling and effective.

Copy Editors:They enforce correctness, consistency, and accuracy in documents, online and offline.


MEET THE TALENT!


Were you just checking Facebook? Don’t be ashamed, we were too. Sites like Facebook, YouTube, Twitter and LinkedIn have become the nexus of the social Web, and essential places for your brand to live.

From tweeting to linking to blogging, Social Media allows you to communicate directly with the people that matter most: your customers.

To get the conversation going, you’re going to need Social Media talent.


SOCIAL MEDIA


The person you’re going to need to make the most of social media:

Social Media Manager:A Web 2.0 guru who collaborates with the Internet marketing team to set up, monitor, and analyze social media activity and make recommendations based on insights and trends.


MEET THE TALENT!


The messages and the media used to communicate those messages to a market—that’s MarCom.

To do it right, you need a talented person who knows his or her way around advertising, branding, direct marketing, packaging, promotion, publicity, sponsorship, PR, sales, sales promotion, and online marketing. Whew!

To get all those bases covered, you’re going to need Marketing

Communications talent.

MARKETING COMMUNICATIONS


To get your message out loud and clear, you’re going to need:

Public Relations Manager:

In charge of one thing: putting your best face forward. They convey carefully crafted messages to stockholders, employees, and the general public.

Blogger:

Makes sure the blog captures the interest of your audience while promoting your brand’s message, and even provide you with measured results.

Marketing Communications Manager:

Provides support to the organization by coordinating with vendors to produce promotional materials, websites and collateral.


MEET THE TALENT!

Even if you’re not thinking about mobile marketing, it’s a safe bet that your competitors are.

Whether you’re looking to build in-house teams or just to tailor your existing interactive strategy for mobile, we can help.

To hit the mobile Web running, you’re going to need Mobile Site Design talent.


MOBILE SITE DESIGN

The people with the mobile know-how to get the job done:

Mobile Interface/UI Designer:An expert at smart design for limited bandwidth and screen space, understands what’s possible (and desirable) on mobile browsers and platforms, and delivers impactful, useful mobile Web solutions.

Mobile Internet Developer:Keenly aware of the differences between browsers, platforms, and devices, and uses that awareness to deliver a consistent experience.

Mobile Project Manager:Keeps the team straight, interacting directly with clients and teammates to make sure your project is delivered on time and on budget.

Mobile Content Specialist:Understands both space and time constraints—that when you’re on the go, only the most relevant information is needed.


MEET THE TALENT!

Brings complex animation and interactivity to web pages.

Creates face-melting (in a good way) banners and integrates sound and video to develop rich Internet applications.

Can be used to create anything from banners to full sites.

If you’re looking to make an impact online, you’re going to need Flash talent.

FLASH DESIGN AND DEVELOPMENT


For truly effective Flash work, you’re going to need:

Flash Designer:Designs engaging interactive experiences that utilize everything Flash can offer.

Flash Animator:Takes your static brand elements and transform them into a dynamic, cinematic presence.

Flash Developer:Uses next-level tech and ActionScript to make designs come to life.


MEET THE TALENT!

Direct Marketing is exciting! It reaches out and engages with people on a very personal level, making them BFFs with your brand.

Direct Marketing uses things like planning, analysis, and tracking of your customer’s behavior to develop “relational marketing strategies” that make sense for your brand.

Also, people love t-shirts.

To spread the love, you’re going to need Direct Marketing/Promotions talent.


DIRECT MARKETING/PROMOTIONS

Who you’ll need to start making people BFFs with your brand:

Direct Marketing Manager:Controls your outreach–they do important things like develop and execute direct programs, including specific knowledge of mailing considerations and restrictions, database, and CRM.

Promotions Manager:They knock out promotions and added-value programs; not the yawn-inducing kind, the kind that bring you more business and a mintier brand image.

Art Director:The overseer of the artistic development of a project, they’re concerned with one goal: making the final product awesome.

Copywriter:Develops comprehensive copy strategies and concepts and writes all sorts of things, like ad campaigns, promotional materials, press releases, even content copy.


MEET THE TALENT!

There’s so much of the bad out there it’s sometimes hard to remember it can actually be good, if only we let it.

You need equal parts timing, placement, and messaging (all of the “good” variety of course).

We’ve spent years amassing a cadre of professionals who have just those skills. You’re very welcome.

To start spreading the “good” you’ll be needing some Online Advertising/

Promotion talent.

ONLINE ADVERTISING/PROMOTION


MEET THE TALENT!

Who you’ll need to spread the word:

Flash Animator:

Takes your static brand elements and transform them into a dynamic, cinematic presence.

Flash Designer:

Designs engaging interactive experiences that utilize everything Flash can offer.

Flash Developer:

Uses next-level tech and ActionScript to make designs come to life.

Interactive Copywriter:Understands the intricacies of writing for the online world–how to write something as simple as a killer tagline, or as complex as an entire blog’s worth of content.


Developing fantastic user experience (UX) requires: user research, interaction design, information architecture, visual design, and usability testing.

Good UX will make your website or application engaging, useful, and intuitive.

This helps increase sales, create better conversation, and reduce call center calls.

Developing good UX takes a lot of know-how, you’ll need Information Architect/ User Experience talent.

INFORMATION ARCHITECT/USER EXPERIENCE


MEET THE TALENT!

The people you’ll need to create the perfect online experience:

User Researcher:Creates a deep, almost psychic insight into the customer’s wants and needs–creating unique outreach opportunities along the way (trench coats not included).

Interaction Designer:Makes sure your project draws users in with a design approach using keys to success: resonating with customers, meeting business objectives, and knowing what’s technically possible in the real world.

Information Architect:Organizes, labels and arranges critical aspects of your site to make sure it’s dead simple for visitors to find things and an intuitive experience to use.

Visual Designer:Creates emotional connections with customers through visual branding, graphic elements, iconography, and typography.

Usability Analyst:By observing how users interact with your website or application, uncovers critical usability defects and recommends fixes which will greatly benefit your users and your business.


Want to know just what goes into making a successful interactive marketing campaign?

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Transcript of Want to know just what goes into making a successful interactive marketing campaign?