2013 10-17 - sait - online direct marketing techniques
DESCRIPTION
Different online methods for connecting with customers and your community directlyTRANSCRIPT
Online Direct Marketing
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Today’s Topics
• Outbound vs inbound marketing• Acquisition vs Retention• RSS vs email•
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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
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Exponential
Marketing 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
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RSS and Google Reader
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/
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Boost Post
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Facebook Offer
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LinkedIn• Message via 2nd connections
• Upgrade and connect• Co-branded message with
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Co-Brand Message
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AuthorRank
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AuthorRank
Google 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
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Rel=Author
Rel=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?
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Profiling Differently
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
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Acquisition Funnel and Retention Diamond
Developed by Joanne O`Connell and Jeff Nelson
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Attributes
Attribution Solutions with Google Analytics by CardinalPathhttp://youtu.be/Es_JDC4KJMo
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Google URL Builder
Attribution Solutions with Google Analytics by CardinalPathhttp://youtu.be/Es_JDC4KJMo
• Google URL Builder Tool (15 min)
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Email Campaign Tracking
Attribution Solutions with Google Analytics by CardinalPathhttp://youtu.be/Es_JDC4KJMo
• Email Campaign Tracking (20 min)
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Offline Tracking
Attribution Solutions with Google Analytics by CardinalPathhttp://youtu.be/Es_JDC4KJMo
• Offline Tracking (23 min)
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Multi-Channel Funnels
Attribution Solutions with Google Analytics by CardinalPathhttp://youtu.be/Es_JDC4KJMo
• Multi-Channel Funnels (31 min)
