CMA Calgary_Internet Marketing and Strategy

CMA E-Marketing “ Strategy & The Internet” October 17, 2009

Topics… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why is an online marketing strategy vital? Hardest hit will be newspapers, magazines, terrestrial radio and print yellow pages, each expected to experience at least 9% decreases.

Why is an online (including social) marketing strategy vital?

Why is an online (including social) marketing strategy vital? ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Creating a Marketing Strategy

Models and Audits – Media Agnostic, User-Centred

Models and Audits > Conversion Funnel

Models and Audits > Strategic Integrated Marketing

Models and Audits > PEST Model Critical Success Factors Top Management Vision Mission Strategy Directing Controlling Planning Organizing Stakeholders Internal Marketing Operations Finance Human Resources Social External Economic Political Technological Social

Models and Audits > POST Model P eople O bjectives S trategies T echnology

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Models and Audits > Competitive Analysis P eople O bjectives S trategies T echnology

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Models and Audits > Competitive Analysis P eople O bjectives S trategies T echnology

Models and Audits > Competitive Analysis P eople O bjectives S trategies T echnology

[object Object],[object Object],[object Object],[object Object],[object Object],Corporate vs. User Goals Organization Users ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Corporate vs. User Goals > Persona Creation P eople O bjectives S trategies T echnology 28 years old, married, expecting her first child, HR manager, Calgary, Alberta First – Timer My name is Janice Chu and my husband’s name is Tom. We both grew up in Calgary and went to university here. We’ve been married for two years. I’m an HR manager for an Oil & Gas company and Tom is a pharmaceutical sales representative. We feel that Calgary is a great place to live and raise children, but we are having trouble finding a home in Calgary’s marketplace. Since we are expecting our first child, we are now looking at the world through the eyes of our children. This includes where and how we live . After renting an apartment downtown, we are looking to buy our first home . Since we are first – time buyers , we are a little nervous about purchasing. We also don’t know a lot about maintaining a house, so we are looking for something brand new with few hassles. We began our search for a new home on the web, and we look for trustworthy sources, such as www.mls.ca . We have been in touch with a real estate agent who is a friend of Tom’s dad, but we are also doing our own research. We find the whole process overwhelming , so we are looking for information that is easy to understand. We both grew up in the suburbs, so we are comfortable living outside the city center. We’ve heard some good things about McKenzie Towne , so we’re looking to buy there. “ I want to feel confident knowing that we’re making the right decision” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Other brands in Janice’s life: Everyday brands: ‘ Aspirational’ brands:

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Online Marketing > ‘Field of Dreams’ is not enough

Suggested Readings Contact Me: [email_address] twitter: @john_hutchings http://www.linkedin.com/in/johnhutchings www.consultconiferous.ca Strategic Integrated Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],User Experience Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],728x90 300x250 160x600 ,[object Object],[object Object],[object Object],[object Object],[object Object],Display Advertising

Banners Served via Third Party Server Banner Ads Uploaded Campaign Live Non-Biased/Independent Campaign Stats Publishers Held Accountable for Delivery and Invoicing Based on Third Party Ad Server How do you set up a Display Campaign Third Party Ad Server Publisher Websites Publisher Reported Campaign Stats Third Party Ad Server

In Theory… " Social software is a trend that cannot be ignored. It is bringing about fundamental change to the way people expect to communicate with one another. Companies cannot use social tools with their customers and not also allow their employees to utilize them. " Jakob Neilsen

In Practice?… " Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better. ” Avinash Kashick, Analytics Evangilist, Google

Which tactics are most trusted?

ECM, E 2.0 and Social Networking…

P eople O bjectives S trategies T echnology We have no Clue!

Employees Blessed for Social

CMA Calgary_Internet Marketing and Strategy

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