Creating An Affordable and Targeted - Online Marketing Plan

Integrated Marketing For A Digital World

June 5, 2014

Burleson, Texas - Chamber of Commerce and Library Services

Most Important Questions To Ask Before Creating Any Marketing Plan

What is my budget?

Who Is Your Target Market/Best Customer?

Where Can They Be Found? Online? Radio? TV? BillBoards?

Are You Asking The Right Questions For Online Marketing ?

• Some Questions We Have Asked Ourselves In The Past

• Will The Name Fit On A Bumper Sticker?• How Will My Logo Look On A T-Shirt?• Is My Tag Line Too Long For My Brochure? • Should I Spend More on Print or Radio/TV?

• New Questions To Ask Today.• How Many Characters Is The Company Name?• Will The Logo Be Recgognizable As A Profile Picture?• What Does My Company/Tag Line Name Mean In Other Languages?• What Websites Do My Best Customers Read?• What Social Media Platforms Are Most Popular For My Best Customers?• What Is the Open Rate on Emails for My Best Customers?

Internet and Social Media Users

•74% of Internet Users are Using Social Media•279 Million Internet Users in the U.S.•3 Billion Worldwide Internet Users•8 in 10 Whites, African Americans, Latinos & Asians Are On 1 of 5 Social Media Platforms

Arlington, Texas

• Total Population – 379,644•White 167,741 (44.7%) –Latino 104,802 (27.9%) – African

American 71,335 (19.0%)– Asian 23,677 (6.3%) -  Two + Races 6,561 (1.7%)•Over 50% of Population is in Southeast and East Arlington• Fastest Growing Sector is Southeast Arlington• 32 Years Old – Median Age – Highest % age group 20-29•Housing Units – 145,886 (Both Single-Family and Multi-

Family)

Arlington, Texas

•$52,000 Median Household Income•72,680 residents are foreign born•35% of residents speak a language other than English at home•36% over age 25 have an Associates Thru Graduate Degree.•Media Age – Whites 42 – African American 33 – Latinos 27 –

Facebook 1.2 Billion World Wide

65% Of Users 35+ 60% Female

Used by: 76% of Blacks 73% of Latinos, 72% of Asians, 71% of Whites

Twitter 271 Million Users31% Age 18-29 18% of Women

Used by: 29% of Blacks16% of Latinos16% Whites

Instagram 200 Million Users 37% Age 18-29, 68% Females

Used by:34% of Blacks23% of Hispanic12% of Whites

LinkedIn 300 Million UsersWhite CollarBalanced Between Genders27% Age 30-49

Used by:30% of Blacks22% of Whites13% of Hispanics

Pinterest 70 Million Users79% are Female

Used by:21% of Whites 20% of Blacks 18% of Hispanics

Arlington, Texas – Proud To Call It HomeArlington Texas - Es un orgullo vivir aqui !