online marketing: phase ii - strategy
DESCRIPTION
Montana State University: Online Marketing and Strategy overviewTRANSCRIPT
Online MarketingSession II: Strategy
Our Flight Plan
Our Flight Plan1:00 - 1:15 Review
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives3:15 - 3:45 Small Groups - Strategy for someone else
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives3:15 - 3:45 Small Groups - Strategy for someone else3:45 - 4:00 Review
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives3:15 - 3:45 Small Groups - Strategy for someone else3:45 - 4:00 Review
Homework - Define Strategy
Goals
Goals
• Defining Your Target Market
Goals
• Defining Your Target Market
• What’s Relevant
Goals
• Defining Your Target Market
• What’s Relevant
• What Works (Frequency, Tools, Medium)
Goals
• Defining Your Target Market
• What’s Relevant
• What Works (Frequency, Tools, Medium)
• Generating Awareness
Goals
• Defining Your Target Market
• What’s Relevant
• What Works (Frequency, Tools, Medium)
• Generating Awareness
• Driving Traffic - Monday’s Class: Execution
Goals
• Defining Your Target Market
• What’s Relevant
• What Works (Frequency, Tools, Medium)
• Generating Awareness
• Driving Traffic - Monday’s Class: Execution
• Search (Keywords, Rankings)
Goals
• Defining Your Target Market
• What’s Relevant
• What Works (Frequency, Tools, Medium)
• Generating Awareness
• Driving Traffic - Monday’s Class: Execution
• Search (Keywords, Rankings)
• Paid Search
Goals
• Defining Your Target Market
• What’s Relevant
• What Works (Frequency, Tools, Medium)
• Generating Awareness
• Driving Traffic - Monday’s Class: Execution
• Search (Keywords, Rankings)
• Paid Search
• Using Social Media
Goals
• Defining Your Target Market
• What’s Relevant
• What Works (Frequency, Tools, Medium)
• Generating Awareness
• Driving Traffic - Monday’s Class: Execution
• Search (Keywords, Rankings)
• Paid Search
• Using Social Media
• International and Local Markets
Goals
• Defining Your Target Market
• What’s Relevant
• What Works (Frequency, Tools, Medium)
• Generating Awareness
• Driving Traffic - Monday’s Class: Execution
• Search (Keywords, Rankings)
• Paid Search
• Using Social Media
• International and Local Markets
Goals
• Defining Your Target Market
• What’s Relevant
• What Works (Frequency, Tools, Medium)
• Generating Awareness
• Driving Traffic - Monday’s Class: Execution
• Search (Keywords, Rankings)
• Paid Search
• Using Social Media
• International and Local Markets
The Road AheadIn 4 Classes
The Road AheadIn 4 Classes
Research
The Road AheadIn 4 Classes
Research Strategy
The Road AheadIn 4 Classes
Research Strategy Execution
The Road AheadIn 4 Classes
Research Strategy Execution Measure
Successful Marketing
Successful Marketing
Research
Successful Marketing
Research
Strategy
Successful Marketing
Research
Strategy
Execution
Successful Marketing
Research
Strategy
Execution
Measure
Successful Marketing
Research
Strategy
Execution
Measure
Version 2.0 Adapt
Successful Marketing
Research
Strategy
Execution
Measure
Version 2.0 Adapt
Traditional Marketing3 Channels
Traditional Marketing3 Channels
Traditional Marketing3 Channels
Traditional Marketing3 Channels
The Message
TodayInfinite Channels
TodayInfinite Channels
My Message
TodayInfinite Channels
My MessageMy Medium
TodayInfinite Channels
My MessageMy MediumMy Time
TodayInfinite Channels
My MessageMy MediumMy Time
...and now My Community
PersonaThinking Like Your Target Market
Research
Our Mantra:
PersonaThinking Like Your Target Market
Research
Our Mantra:
We
PersonaThinking Like Your Target Market
Research
Our Mantra:
We Are
PersonaThinking Like Your Target Market
Research
Our Mantra:
We Are Not
PersonaThinking Like Your Target Market
Research
Our Mantra:
We Are Not The
PersonaThinking Like Your Target Market
Research
Our Mantra:
We Are Not The Target
PersonaThinking Like Your Target Market
Research
Our Mantra:
We Are Not The Target Market
PersonaExample
Research
Name: Bill JohnsonAge: 52Home: Pasadena, CAMarried with 3 kidsOldest of 4 siblings
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
Lifestyle: Bill drives a BMW and lives in an upper middle class neighborhood in Pasadena. His wife is an attorney and they enjoy a high dual income. He dresses well, yet avoids suits and ties.He recreates by playing golf on the weekends and occasionally surfing. He struggles to balance his hectic work schedule (60+ hours/week) with family commitments and time with friends. Bill is a Boomer faced with providing for his kid’s college education, yet also supporting his aging parents.
Pain Points: Bill is busy and doesn’t have a lot of time to figure out new technologies. He is looking for ways to get better returns on his marketing dollars, as B2B print ads are not returning quality leads. He would like to grow his company but needs additional customers that can appreciate the high-quality service his company provides. He competes on service and quality of work. Many of clients are high-end investors who want to attract quality tenants along the Pacific Coast Highway.
ResearchMarket Research‘Listening’
Research
Primary Research: Surveys, Focus Groups
Market Research‘Listening’
Research
Primary Research: Surveys, Focus Groups
Secondary Research: Industry Reports, Keyword Analysis, Database
Market Research‘Listening’
PrinciplesReview
Research
PrinciplesReview
1. Research is your foundation for all marketing efforts
Research
PrinciplesReview
1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’
Research
PrinciplesReview
1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’3. Construct a Persona
Research
PrinciplesReview
1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’3. Construct a Persona4. Use the free tools available
Research
PrinciplesReview
1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’3. Construct a Persona4. Use the free tools available5. Note what to measure
Research
ResearchMarket ResearchTools to Use
Research
Secondary Research
Trade organizations - data on big trends
Market ResearchTools to Use
Research
Secondary Research
Trade organizations - data on big trendsKeyword - Google Trends, Keyword Tool
Market ResearchTools to Use
Research
Secondary Research
Trade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, Hoovers
Market ResearchTools to Use
Research
Secondary Research
Trade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, HooversPress - Magazines, Websites
Market ResearchTools to Use
Research
Secondary Research
Trade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, HooversPress - Magazines, WebsitesFeds Database: SBA, Census
Market ResearchTools to Use
Research
Secondary Research
Trade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, HooversPress - Magazines, WebsitesFeds Database: SBA, Census Forrester: (coming shortly...today)
Market ResearchTools to Use
Strategy
Strategy
Strategy
Source: http://forrester.typepad.com/groundswell/
•Creators•Conversationalists•Critics•Collectors•Joiners•Spectators•Inactives
exercise
Strategy
What Type is Your Persona?
forrester.com/empowered/tool_consumer.html
Strategy
‘POST’
Strategy
People
‘POST’
Strategy
PeopleObjectives
‘POST’
Strategy
PeopleObjectivesStrategy
‘POST’
Strategy
PeopleObjectivesStrategyTechnology
‘POST’
Strategy
‘POST’
Strategy
People (Persona)
‘POST’
Strategy
People (Persona)Objectives (Goals)
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (User Experience)
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (User Experience)Technology
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (User Experience)Technology
‘POST’
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
“Reach decision makers in real estate in greater LA”
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
“Reach decision makers in real estate in greater LA”
“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
“Reach decision makers in real estate in greater LA”
“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”
POOR
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
“Reach decision makers in real estate in greater LA”
“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”
POOR
BETTER
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
“Reach decision makers in real estate in greater LA”
“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”
POOR
BETTER
BEST
StrategyExampleClear, Measurable
StrategyExampleClear, Measurable
OBJECTIVES:“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”
MEASURABLE:• Increase web traffic from this geography by 30%• Develop a blog around ways to increase profitability• Grow opt-ins for monthly newsletter to 200• Create videos on “Pain Points” and post to YouTube
StrategyExample Experience
StrategyExample Experience
STRATEGY
StrategyExample Experience
STRATEGYSelling: Web design services
StrategyExample Experience
STRATEGYSelling: Web design services
User Experience
StrategyExample Experience
STRATEGYSelling: Web design services
User Experience‘Our site provides tips and multi-media content that shows how decision makers in high-end rentals can be more profitable using the web to keep occupancy high and attract long-term tenants’
exercise
Strategy
What’s Your Objective and Strategy?
Strategy
‘POST’
Strategy
People (Persona)
‘POST’
Strategy
People (Persona)Objectives (Goals)
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (Experience)
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday
‘POST’
exercise
Strategy
Now, work on your partner’s persona
PrinciplesReview
Strategy
PrinciplesReview
1. Research, Research, Research
Strategy
PrinciplesReview
1. Research, Research, Research2. Identify what ‘Social Technographic’ your persona is
Strategy
PrinciplesReview
1. Research, Research, Research2. Identify what ‘Social Technographic’ your persona is3. Define Objectives, Strategy, and User Experience
Strategy