interactive marketing communications summer 2014 week 1 tv
TRANSCRIPT
Boston University Summer ProgramUniversità Cattolica del Sacro Cuore @ BU, Summer 2014
Interactive MarketingCommunications
The marketing world is changing rapidly, and many businesses are rethinking how they organize and execute the marketing function. This course explores the evolution of interactive marketing communications – specifically about the increasingly integrated marketing and corporate communications roles. We’ll touch on advertising, PR, corporate communications, SEO, social media, interactive and digital content and many other topics. The course also includes a final project.
Todd’s 6 Eras of Communication
1. Illustration*
2. Spoken Word
3. Written Word
4. Printed Word
5. Mass Media
6. Social Media
http://www.flickr.com/photos/37644376@N00/34021850/
http://www.flickr.com/photos/darwinbell/155183682/
http://www.flickr.com/photos/burwash_calligrapher/6478042809/
http://www.flickr.com/photos/queen_of_subtle/4462520710/ http://www.flickr.com/photos/videocrab/116136642/
http://www.flickr.com/photos/aslanmedia_official/6292167103/
Used under Creative Commons licensing.
* Added by Kylie Keegan
History of Marketing
A History of Advertising by Henry Sampson
• Greece: Politics, with a little commerce: Town crier, known to announce sales
• Rome:• Wine, with a little commerce• Already jaded: “Vino
vendibili suspensa hedera non opus est” – “Good wine needs no bush”
• Acta Diurna (Rome, c151BC) – Daily Roman Gazette (Stone / Metal)
• Libelli: Bills announcing estate sales, baths, lost & found, etc.
• London: The rise of the “billsticker” and the “bellman”
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspxA History of Advertising by Henry Sampson
• The First Newspapers:• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court”• Notzie Scritte (Venice, 1556) – Cost one gazetta, leading to the name• Strasbourg Relation (Germany, 1605) – First modern newspaper
• The First Advertisement: The honor probably goes to France’s Journal Général d’Affiches, or Petites Affiches, first published in 1612
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://en.wikipedia.org/wiki/Mail_order http://www.chiefmarketer.com/direct-marketing/introduction-myths-of-direct-marketing-history-01102008
http://wayback.archive.org/web/20081211102142/http://directmag.com/history/birth-telemarketing/
• 1744: Benjamin Franklin sells scientific and academic books by mail, offers first guarantee
• 1872: Montgomery Ward launches first catalog
• 1893: T.B. Russell writes article in Printer’s Ink magazine titled “With English Advertisers” with perhaps the first mention of “direct mail”
• 1903: Preview of telemarketing when the Multi-Mailing Co. of New York used telephone directories as a source for (postal) mailing lists
• 1905: Homer Buckley builds first direct mail advertising business
History of Marketing
http://wayback.archive.org/web/20090108145433/http://directmag.com/history/1121-direct-mail-ww1/ http://www.prwatch.org/prwissues/1996Q4/ewen.html
http://www.economist.com/node/17722733
• Early 20th Century: L.L. Bean & Sears take off
• 1906: Ivy Lee issues the first press release
• WWI: Big transition from door-to-door to direct mail
• 1916-1935: Eddie Bernays writes Propaganda, The Engineering of Consent and Crystallizing Public Opinion (later used by Goebbels in Nazi Germany)
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
Your Class Project
• Form a group of 5 or 6 people1. Name a team leader2. Assign 1 or 2 items from the list on the next page
to each member• Pick a company to “help.” The company must:
1. Be primarily English-language2. Have a public website3. Have an email marketing database visible on site4. Have a social media presence (at least two social
networks)5. Have a blog or some form of content marketing
program
Your Class Project
• Prepare and present an interactive marketing strategy and plan addressing:1. One primary S.M.A.R.T.* goal for the business’s social
media efforts. 2. Customer Profile3. Web site (SEO performance suggestions)4. Email marketing suggestions5. Content marketing recommendations (channel and
content suggestions)6. Social media performance & recommendations
(channel and content suggestions)7. 2-3 KPIs (conversion indicators) along the way
Where Measurement Starts
SMART Goals–Specific
–Measurable
–Attainable
–Results-Oriented
–Time Bound
Slide courtesy of Kami Huyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives
The Basic Questions
How do we know when we get there?
http://www.flickr.com/photos/chokola/1229450683/
More Fundamental Questions
IS THIS TRIP REALLY NECESSARY?
or,
WHY SHOULD I CARE ABOUT NEW MEDIA AT ALL?
or,
HOW DO I SELL SOCIAL MEDIA TO MY BOSS?
We’ll revisit these questions later…
The McKinsey MatrixSocial media enables targeted marketing responses
at individual touch points along the consumer decision journey.
http://www.mckinseyquarterly.com/Demystifying_social_media_2958
What is a Conversion?
• A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)
• Possible examples of conversions:– Follow / friend / fan a social profile– Like / +1 / favorite a post– Share / re-tweet content– Sign up for mailing list– Open email– Click-through to website– Ask for more information on offering– Purchase– Repurchase– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate
Two Perspectives, Same Dream
• The brand: Wants a unified view of the customer (“social customer relationship management”)
• The customer: Wants a unified experience of the brand (“social business”)
http://www.flickr.com/photos/huzicha/3292538266/
Evolution of Content Marketing
Content Creation
Monitoring & Reporting
Platform Integration
Workflow Management
Unified View of Customer
1
2
3
4
5
(Social CRM & Marketing Automation)
(Where most people are today)
Creating a Customer Profile
• Give them a name, e.g., “Sally Spender” • If necessary, include– The User– The Decision Maker– The Influencer– The Buyer
• There may be more than one• Include both– Demographics– Psychographics– Socialgraphics
http://www.entrepreneurship.org/en/resource-center/customer-profile.aspxhttp://www.businessesgrow.com/2013/01/26/forget-demographics-its-all-about-the-socialgraphics/
“Get to Know Me”
• Two ways to learn about your customers:– Observe
• Easier and easier to do• Testable (e.g., via A/B
Testing)
– Ask• Harder• Intrusive (when to do it?)• More subject to bias• Potentially more rewarding
“What’s in YOUR Email Database?”
• Name (first and last – use separate fields)
• Email (says a lot about the contact)– Location (based on
email domain)– Company affiliation
(if work address)– Social network
affiliation (via, e.g., MailChimp SocialPro)
• Company Name• Title
Opt-In vs. Opt-Out
• Opt-In = “Permission Marketing”• Opt-Out = Minimum Requirement of CAN-SPAM– Other Rules
1. Don’t use false or misleading header information.2. Don’t use deceptive subject lines. 3. Identify the message as an ad.4. Tell recipients where you’re located.5. Tell recipients how to opt out of receiving future email
from you.6. Honor opt-out requests promptly. 7. Monitor what others are doing on your behalf.
http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
Opt-In vs. Opt-Out
• People who have actively opted in to receive email open and click-through at much higher rates than people that have been added to a list without their knowledge
• Lately, opt-in is getting more people to open the email, but it's not getting a significantly higher percentage of that group to then click on it
http://mashable.com/2011/11/28/mailing-list-performance/