Copyright 2007 Ted Demopoulos, demop.com, [email protected] Indirect Direct Marketing on the Internet.
-
Upload
aubrie-banks -
Category
Documents
-
view
212 -
download
1
Transcript of Copyright 2007 Ted Demopoulos, demop.com, [email protected] Indirect Direct Marketing on the Internet.
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Indirect Direct Marketing on the
Internet
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
. . . focused on driving purchases that can be attributed to a specific "call-to-action". Direct marketing is distinguished from other marketing efforts by its emphasis on trackable, measurable results (known as "response" in the industry) regardless of medium.
… asks the prospect to take a specific action …
Direct Marketing (Wikipedia)
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
•Direct (Postal) Mail•Email to opt-in list with an offer•Email spam selling Viagra•Advertisement in newspaper with a call to action•That annoying phone call I got while writing this slide . . .
Direct Marketing Examples
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Indirect Marketing Examples•Joining a country club and its golf league and other events•Speaking at a conference•Joining and participating in professional organizations and trade groups•Networking•Sponsorships
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
•Social•Any offer is incidental, not fundamental -- perhaps more of an “invitation”•Based on (building) relationships•Emphasis on providing value•Build visibility and awareness of yourself and your organization
Characteristics of Indirect Marketing
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
•Blogs•Podcasts•Social networking sites ( MySpace, Gather, FaceBook, etc.)•Viral videos, ebooks, and other exciting “free stuff”
Indirect Marketing on The Internet
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Direct? Where does the “direct” come into play?
• Directly targeting your market, your prospects, your customers, the people you want to influence
(in general, forget about buying lists, think viral)
Direct? Indirect Marketing on The Internet
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Characteristics:Informal – not marketese or business-speak
but conversational Provide value (give until it hurts, then give
some more)Social – two way communications, perhaps by
enabling “comments” or by using pre-existing social networks to pass messages
Successful Indirect Marketing on The Internet (1)
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Successful Indirect Marketing on The Internet (2)
• Tracking metrics. How else will you know if you’re successful?– They WILL be much different than
tracking DM response rates in many ways (you may need to be creative).
– Some evangelists essentially say, “Metrics? We don’t need no Stinking Metrics. It’s just Cool.” Well, I’m not drinking the Kool-Aid.
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Blogs/Podcasts/Videoblogs
Social Networks specifics (MySpace, LinkedIn, etc.)
“Viral” content like ebooks and videos
We’ll look at:
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Communication channel to talk with your marketplace
Implemented as a simple Web site or part of a Web site
Over 70 Million blogs today on any and all topics
What is a Blog?
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Podcast? Videoblog?• Podcast – simply a blog where the majority
of the content is audio. A key characteristic is that you can subscribe to podcasts.
• Videoblog, a.k.a. vlog – no surprise, it’s video.
• Since podcasts and videoblogs ARE blogs we’ll just use the term ‘blog’ on the following pages
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Written in a personal style Frequently updated Most recently added information
shown first Allows for feedback and interaction
(comments)
Blog Characteristics
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
A Typical Blog
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Communicating with your marketplace
• Adding personality to fairly impersonal “Company” images
• Establishing yourself as an expert
Why Blogs?
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Driving traffic to your Web site (search engines love blogs)
• Attracting a regular following of readers as blogs are dynamic and interactive
• Building familiarity
Why Blogs (2) ?
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Most traditional marketing techniques
• Writing endlessly about your products or services
• Sales letter type material
• Any “hard sell” type anything
Blogs - What Doesn’t Work
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Providing valuable information to your marketplace
• Occasionally weaving your products and services into the discussion as appropriate
• Advertising/displaying in the sidebars
Blogs - What Does Work
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• A somewhat experienced blogger – “look before you leap”
• Planning
• Consistency
• Conversational
Successful Blogs (1)
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Honesty
• Personal
• Patience
• PASSION – the blogger(s) must be passionate on the subject and that passion must show
Successful Blogs (2)
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Text – easy to skim, consume at own rate
• Podcasts – can consume during free “ear time” e.g. while driving, exercising etc.
• Videoblogs – require eye and ear attention
Different people have different preferences, e.g. I love to read and listen but don’t care for video
Blogs vs. Podcasts vs. Videoblogs
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Over 70 million blogs – some of them ARE talking about you.
You can listen (and join the conversation via comments) easily using blog search engines: Technorati.com, Google Blog Search, icerocket.com, blogdigger.com, etc.
Podcasters love to do interviews – maybe of you?
Blogs for non-Bloggers
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Not as “hard” or absolute as direct (e)mail marketing metrics. Some simple ones:-Search Engine results – mine improved in 24 hours!-Traffic/visitors-Ask new customers where they came from. Did they find you through your blog? Was it a differentiating factor?
Blog Metrics (1)
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Signups to mailing list directly from blog• % of subscribers that generate revenue. • Average lifetime value of a new subscriber
Clickthroughs to salespages• Do they come from Web site or blog or
elsewhere? • What’s the conversion rate? • Is it better or worse from Web
site/blog/Google/etc? Maybe you should (or should not) test and optimize the salespage for each source?
Blog Metrics (2)
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Lots of things you CAN measureMost people measure very littleBe creative – what are your blog’s goals
and how can you determine success?
Blog Metrics (3)
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
We’ll include:Networks like MySpace, Facebook, Gather
and more-let you create a profile and connect with “friends”
Forums (aka Bulletin or Message Boards)-like a blog where any member can start a discussion
List Serves-email list that any member can mail to
Social Networks
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Similar to BlogsExplicit marketing usually STRONGLY discouraged!Provide valueBe “social”Be honestLet your personality show
Look before you leap – they are all slightly different. Learn the culture first.
Social Network Rules
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
At least not effectively!
Pick a Social Network that matches your target audience – e.g. College Students – Facebook.com
Demographics keep changing – for example more than 50% of MySpace users are over 35 now.
You can’t join them all!
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
MySpace – Oxfam, many rock groups, The Student Loan Network/Financial Aid Podcast, Aquafina, many more
Forums – Many wine retailers/importers/etc. monitor/actively post on the Mark Squires Bulletin Board on wine
ListServes – I belong to a few related to blogging and marketing
Some Examples
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Viral Content – eBooks/Videos/etc.
Viral – spreading by word of mouth/mouse
“a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily”
-Wikipedia
More art than science – no one can predict a smash hit
To some extent everything we have been discussing has a viral component.
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
“The New Rules of PR” ebook, David Meerman Scott.
• 150,000 downloads (no registration/email required)
• A dozen plus paid speaking engagements • Now a commercially available book you
should read• Soon to be a major motion picture (just
joking!)
Viral Smash Successes (1)
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Mentos/Diet Coke YouTube Videos-Tens of millions of viewings-Now thousands of different videos
What would this many advertising impressions cost?
Viral Smash Successes (2)
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Google “dull person”• first three hits are me, including two blog
posts and a press release “Google Crowns Author Ted Demopoulos Dullest Person”
• A few bloggers and other online sources linked to me
• Maybe 1000 extra visitors• Book sales slightly up, one new client in
mentor program
Viral Less Than Smash Success
Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Final Thoughts• Can’t do everything – pick one or more
techniques and concentrate• Goal is provide value to your marketplace• Unique content & (strong) opinions valued• This isn’t direct mail, but you CAN directly
communicate and engage your customers, your prospects, your market.
• What is the ROI of pants or the telephone? Not everything is measurable – but many things are.