Channels

Social, Mobile, and Digital Marketing#RecallMarketing strategy to outline objectives and goalsBusiness environment toolsCDSTEP, 5 Cs, Porters Five Forces, SWOTAssessing the environmentBetter strategic plans

Today:Internet marketing: connecting the marketplacehttps://www.youtube.com/watch?v=hWX56YyyWKU #What is the internet?Understanding the internetHistory/structure of the internet20 years of WWWDomain Name System

Understanding companiesLong-term goals, strategyWeb 1.0/2.0E-business commitmentE-business modelsVALUE PROPOSITIONINFORMATION EXCHANGE

#In teams of 3-4, research the internet in discovery of how GrubHub uses the internet

Remember what marketing is

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#But whats the point of all this internet stuff for marketing?

#Transformational Change

Power Shift!#

#ContextCompanyCompetitorsCollaboratorsCustomersMarketSegmentationTarget MarketSelectionPositioningand BrandingProductPricePlacePromotionCustomer AcquisitionCustomer RetentionCRMProfitsMarketing AnalysisCreatingValueCapturingValueSustainingValueINTERNETMarketing ProgramProductDistributionPriceMarketing MixBusiness Mission StatementSituation SWOT AnalysisObjectivesImplementationEvaluationControlPromotionScanning the marketing environmentCompany AnalysisCompetitor AnalysisCustomer AnalysisPoints of DifferenceSegmentationMarket TargetingPositioningThe Strategic Marketing PlanINTERNET#10

2-11The 4 PsINTERNET#11How the average person views the internet

#Web sites (function)Attract new customersDrive customers who had previously not heard about the company to your website.Build a brand

Convince browsers to become customers. TrustDemonstrate expertise: tutorials, whitepapers, other content.

Communicate with existing customersAnnouncements, reminders, incentives, promotions, events.

#13

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http://xkcd.com/773/#Web sites (form)Make sure site reflects strategy and goals of company Smash test, F-test, above fold

UsabilityStructure, ease of use, navigationBrandingCustomer Experience/customization/personalizationContentSEO, built-in

Respect privacy, ensure secure website

#How I feel when I see a badly designed website

#SearchHistory of search

Purpose of searchHow it works/IndexingAlgorithms v. directories

Optimize website (SEO) to rank high on search engines Select KeywordsMetatagsMeta descriptionsTitlesContent copywriting

http://www.colbertnation.com/the-colbert-report-videos/373135/february-02-2011/bing-gets-served#

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#Search Engine MarketingQuantity, Quality, Relevance of in/outbound linksPaid and Unpaid Search (AdWords)MetricsClickthrough rate (CTR)Conversion rateCost per click (CPC)Cost per thousand impressions (CPM)ROIBanner advertisementsSearch Engines, Vertical SearchDirectories

#Social MediaSocial network theoriesSocial media historySocial networksEngagement modelsPaid modelsFacebookBlogsTwitterGoogle+Social Curation

#Medium is the message

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http://xkcd.com/802/#An undeveloped social media strategy

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#Mobile MarketingSMSMobile-optimized sitesAdMobThird-party platformsBranded appsGeolocationQRAugmented realityhttp://www.colbertnation.com/the-colbert-report-videos/425905/april-29-2013/yelp-prison-reviews

#Watch out, we got a bad app over here

http://xkcd.com/1174/

#CRM and PrivacyDatabasingMobile/SocialLong term relationshipsProtection of customer dataFair Information Practice PrinciplesDMCA and copyright/fraud/scamsCISPA passes House of Representatives

#Why we bother with CRM

#What about those who dont have?

http://www.pewglobal.org/2014/02/13/emerging-nations-embrace-internet-mobile-technology

http://www.pewinternet.org/2013/09/25/main-report-2 15% of U.S. adults do not use the internet#What about those who dont have?

http://youtu.be/wyaN6gQ5Drs

#RecapThe internet overlays marketing planningThe internet overlays the marketing mixCompanies must balance bringing value to the consumer with spending money on internet strategyCompanies should consider global internet strategy when/where necessaryNext Time (Apr 15)Ethics and MarketingWWL Journal 2#