Presentation for an eMarketing primer at Millersville University.

1. CHOOSING THE
RIGHT TOOLS.
With so many options the
online medium presents to
us, how do we decide which
options to use?
Presented by Doug Logan

2. CHOOSING THE RIGHT TOOLS:
INTRODUCTION
Here are the topics we are going to cover today:
Your Website
(low risk)
Internet Marketing
Email Marketing
Blogging
Social Networking
(high risk)
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4. CHOOSING THE RIGHT TOOLS:
SOCIAL NETWORKING
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5. CHOOSING THE RIGHT TOOLS:
SOCIAL NETWORKING
Let’s focus on just the ones that are applicable
to businesses and professionals.
• LinkedIn
• Facebook
• Twitter
• Digg
• YouTube
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6. CHOOSING THE RIGHT TOOLS:
SOCIAL NETWORKING
PRO’s: CON’s:
• It’s direct and it’s • Younger users
personal • Time consuming
• Usually free and addictive
• A lot of users • Not just for
professionals
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7. CHOOSING THE RIGHT TOOLS:
SOCIAL NETWORKING
You should consider using social networking if:
• Your customers are using it
• Your competitors are using it (or not)
• You can handle criticism
• You have the time to be active on it and
can respond quickly to questions
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8. There are over 691 million
people on the internet that
use some form of social
networking.
comSource, November 2008
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10. CHOOSING THE RIGHT TOOLS:
BLOGGING
There are several options for blogging, below
are the big players:
• WordPress
• Blogger
• Expression Engine
• Movable Type
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11. CHOOSING THE RIGHT TOOLS:
BLOGGING
PRO’s: CON’s:
• Can make you a • Forces you to
professional in write good well
your industry • Takes research
• Great for SEO • Needs to be
updated a lot
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12. CHOOSING THE RIGHT TOOLS:
BLOGGING
You should be blogging if:
• You can talk about your industry forever
• You can write an article/post a week
• There’s not a lot of information/blogs
about your industry
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13. “Blogs represent the best
chance for companies to
inform the conversation.”
Richard Edelman, President and CEO, Edelman
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15. CHOOSING THE RIGHT TOOLS:
EMAIL MARKETING
There are a lot of email marketing solutions out
there, but lets look at some of the big ones:
• Constant Contact
• MailChimp
• Listrak
• Emma
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16. CHOOSING THE RIGHT TOOLS:
EMAIL MARKETING
PRO’s: CON’s:
• Easy to target and • SPAM
track it • It’s easy to make
• It’s direct mistakes
• It’s cheap • Can turn off
customers
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17. CHOOSING THE RIGHT TOOLS:
EMAIL MARKETING
You should utilize email marketing if:
• You are doing conventional mailings and
want to save on printing
• You run specials or discounts
• You have a large repeat customer basis
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18. Consumers who
subscribed to our
email newsletter
generated 34.25%
more product
sales.
Marketing Sherpa in association with ConAgra Foods (2007)
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20. CHOOSING THE RIGHT TOOLS:
INTERNET MARKETING
There are a couple of different types of internet
marketing, for the most part they are:
• Text/Banner/Video ads
• Lead generators
• Search Engine Optimization
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21. CHOOSING THE RIGHT TOOLS:
INTERNET MARKETING
There are a lot of places to consider using
internet marketing tactics.
• Search Engines • Chamber websites
• Industry resource • Online directories
websites • Email newsletters
• Online Magazines
• Social websites
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22. CHOOSING THE RIGHT TOOLS:
INTERNET MARKETING
PRO’s: CON’s:
• • There's a lot of
It’s accurate
competition
• Very controllable
• Quality of leads
• Target by location
• Lot’s of tracking
• Easy to track
and testing
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23. CHOOSING THE RIGHT TOOLS:
INTERNET MARKETING
You should be using internet marketing if:
• You want more traffic to your website
• You have some form of conversion on your
website, such as an ecommerce site
• You have time to commit to tracking your
visitors, making changes to campaigns, and
evaluating the outcome
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24. “Interactive advertising
continues to be the most
measurable and cost-effective
way to reach consumers, and
we see more and more
marketers seeking to harness its
power.”
Randall Rothenberg, President and CEO of the IAB
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26. CHOOSING THE RIGHT TOOLS:
YOUR WEBSITE
There is absolutely no reason why you should
not have a website. But what should it do?
• Quickly on the homepage tell who you are
• Have enough information so that a user
can determine whether they want you
have to offer/sell
• Have some form of conversion(s)
• Track everything
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27. CHOOSE YOUR
TOOLS WISELY.
Doug Logan
doug@inovat.com
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