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Interactive Marketing for Organizations

Content. Offline. Advertising. Affiliates. Interactive Strategy. Web Site ... message online? Is there a call-to-action to drive me to the Web site? ...

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Interactive Marketing for Organizations

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    Slide 1:Interactive Marketing for Organizations Juxt Interactive March 4, 2005

    Juxt Interactive Pedigree Interactive Marketing and Technology 7 years old 1000 projects 50 Clients National and International Brands Brands Interactive Strategy Establish clear objectives Who are you talking to? What are they looking for? What is your call to action? On the site, on each page Target Audience Who is coming to the site? Donors Members Press Parent Organization (League) Benefactors of your Service Target Audience Priority of Message Special content for different groups What are they looking for on the site? How will they qualify your organization? Role of the Web The Web is Central to your Marketing & Communications Strategy Web Site Interactive Strategy Web Site Brand

    Slide 9:Interactive Strategy

    Web Site Brand Content Interactive Strategy Web Site Brand Online Direct Marketing Content Interactive Strategy Web Site Brand Online Direct Marketing Content Offline Advertising Interactive Strategy Web Site Brand Online Direct Marketing Content Offline Advertising Affiliates Interactive Strategy Web Site Brand Traffic Online Direct Marketing Content Offline Advertising Affiliates Interactive Strategy Web Site Brand Traffic Analysis Online Direct Marketing Content Offline Advertising Affiliates Interactive Strategy Branding Portion of the site should be dedicated to building the Brand or Mission Does the Brand represent the mission of the organization? Is the brand unique and ownable? If you cover up your name on the site, does it still communicate your message? Is your collateral building your brand? Must convey trust, professionalism Branding Boost Mobile Pro Boost Anthem Athlete Legacy Network Content What is the objective? What is the call to action? How is the content organized? Does the content organization lead to the objective of the site? Content Samuel Adams Beer Come Clean Hardees Low Carb Burger Consumer Interaction Online Donation Personal Fundraising Pages E-Raffles E-Invites Online Direct Marketing Extending the brand off your Web site Desktops/Screensavers Email marketing Newsletters Permission Email 67% of US email users like the companies 58% open the companies email 54% prefer these companies 53% emails affect their purchase decisions 50% can clearly remember an offer from these companies Offline Advertising Brochures, Appeals, Mailings Is there a consistent message online? Is there a call-to-action to drive me to the Web site? Offline can drive sign-ups, donations online Patagonia- 57% of shoppers had catalog in hand while on the Web site Affiliate Marketing Reach your target audience on other people’s Web sites Team Site League Site Fan Sites Provide these sites with assets, encourage linking Convey a consistent message Online Advertising Rich Media Advertising Coke Make It Real Campaign Search Engine Marketing Search Engine Optimization Pay-per-Click Marketing Site Analytics Who is coming to the site? How are people using the site? Obtain a marketing-specific analytics tool Make sense of data Identify and correct barriers to conversion Executing a Web Initiative Build a Web Team In-house Qualifying their experience Hire Specialists/Freelancers Project Management Engage an Outside Web Firm More costly, less risk Issues Developing Strategy Creating Content Getting Approvals Site Maintenance How often? How complex? Maintenance HTML/Flash Development Automated Tools Content Management Application Phased Development Brand Development Define Mission and Services Enhanced Communications Philanthropic Education Segmentation of Content Affiliate Relationships Case Studies Summary Focus on Objectives Plan your Implementation Leverage your Resources Eliminate Barriers React to Opportunities Q&A
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