1 / 16

Integrated Marketing

Integrated Marketing. Search Engine Marketing Chapter 1 Instructor: Dawn Rauscher. Brief Marketing History. When Did it Begin? 1800’s -- Newspapers 1900’s -- Radio & TV Types of Marketing? Direct Marketing Database Marketing Profiling Clustering Segmentation.

catherine-sallas
Download Presentation

Integrated Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Integrated Marketing Search Engine Marketing Chapter 1 Instructor: Dawn Rauscher

  2. Brief Marketing History • When Did it Begin? • 1800’s -- Newspapers • 1900’s -- Radio & TV • Types of Marketing? • Direct Marketing • Database Marketing • Profiling • Clustering • Segmentation • Customer Lifetime Value (CLV) • Scanner Data • Consumer Interviews • Web Marketing • Banner Ads • Bulk Email • Portals • Search Engine Marketing

  3. Offline Marketing Lessons • TV Road Blocks • 1960’s • 4 Ads for 2 Nights targeted 90% audience • Today • 85 TV Ads • Problems • Thousands of channels • Newspapers • Radio Stations • Billboards • Web pages

  4. Digitization Changes • Countless Choices • Example: Music (MP3, ipod, ipad, Pandora) • Example: Newspaper • Manage Ad Campaigns • Web allows for segmentation • Target specific audience • Transformation • Few Campaigns/Year • Thousands of Campaigns Simultaneously • Media • Mostly make money by displaying advertising

  5. New Marketing Model • Analytics • Digital Media sends data to the analytics • PPC, SEO, banner adds, bulk email, ect. • Traditional Media have been added to this stream of information • Benefits • Where is the traffic coming from? • How much does it cost per lead? • How much does it cost per sale? • What is the value per visitor? • Results • What is going on? • What can we do about it? • Change campaigns accordingly

  6. Google’s Role • AdWords (Easy, popular, successful) • Ads on AM/FM radio • Ads on TV (CNN, MSNBC, Animal Planet) • Upload a video, select markets, place bids • Newspaper Market • Mobile Device ads

  7. Limits of Traditional Marketing • Connections of TV ad views to sales could not be tracked • TV stations did not know if the show was being watched • Radio stations didn’t know if people were listening • Newspapers could only track sales and subscriptions

  8. Unique URL’s & Tracking Codes • Send the customer to a webpage • Unique URL’s included in all ads • KoiSummer.com for TV • KoiJuly.com for radio • Tracking tools record visits, actions, conversions • Unique URL’s with a redirect to the main site

  9. Buying Cycle • Awareness of a desire or need • Research the market • Compare products • Purchase the product

  10. Length of Buying Cycle • Low cost products = A few days • Large purchases = Month • Industrial Equipment = Six Months • Real Estate = Years

  11. Integrated Marketing The use of two or more marketing channels to sell a product or service.

  12. Digital Marketing Tools • Analytics --- Software to track campaigns • PPC (pay-per-click) ---Place Ads on search results • Multivariate Testing (MTV) Software to test permutations of web pages • Targeting Messaging Databases, analytics, behavioral targeting, customer profiles to send targeted messages • Business Intelligence (BI) Software that collects sales & financial activity • CRM Software to track customers

  13. Integrated Marketing Strategies • Divide up customer base into categories • Display message at audience through multiple channels • Point viewers to unique URL

  14. Enterprise Marketing ManagementEMM • Uses various tools to manage marketing strategies and tactics • Reduces costs • Increases productivity • Grows revenue • Other Names • Marketing Resource Management (MRM) • Marketing Operations Management (MOM) • Unica is the market leader

  15. Conclusion • Google AdWords allow marketing to be a trackable activity • Digitized Marketing offers new tools for automated distribution of campaigns across multiple channels • Traditional Marketing and Online Marketing have merged into one package

More Related