2013 10-17 - sait - online direct marketing techniques

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

LinkedIn

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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)

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Monitoring – Mention.net

www.Mention.net

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Jeff Nelson, MBA403-410-3803

jeff.nelson@anduro.com@JeffxNelson

Questions?