The below abstract was given for the 2012 Biennial National Association of the Deaf Conference in Louisville, Kentucky.
While the Internet has enabled businesses and organizations to reach out to prospective customers, marketers are slow to understand the significance and potential of online advertising and marketing. This form of promotion enables marketers to gain a competitive edge, delivering specific marketing messages to attract customers.The presenter will discuss best practices for placement and execution of online advertising to maximize return on investment. He will also share best practices for the development and creation of online advertisements, as well as discuss optimal methodologies for monitoring and measuring results generated from advertising and marketing efforts.
2. Questions posed on
Social Media
• What is the effectiveness of online advertising
compared to other methods?
• Which is more responsive: dynamic online
advertisements or static printed advertisements?
• Do you think deaf and hearing audiences react to
ads differently? Will it be possible both audiences
react the same way?
@coreyaxelrod
3. 239,893,600
People in U.S. have
internet access
Source: Internet World Stats @coreyaxelrod
4. Online Marketing Defined
• Using the INTERNET to
advertise, communicate,
and sell goods and services
Source: Internet World Stats @coreyaxelrod
5. Online Marketing Advantages
• Highest Return on Investment (ROI)
• Continuous visibility
• Cost effectively target specific audiences
• Online experiences impact purchasing decisions
• Online shopping growing rapidly
• Strategically message your customers
• Continuously test messaging
@coreyaxelrod
7. Social Media
• Brand interacts on third party channels
– Twitter
– Facebook
– YouTube
– LinkedIn
– Google+
– Pinterest
@coreyaxelrod
8. Top Benefits of Social Media
for Small Businesses
Generated exposure for business
Increased traffic
Provided marketplace insight
Generated leads
Developed loyal fans
Improved search rankings
Grew business partnerships
Reduced marketing expenses
Improved sales
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Source: Social Media Examiner @coreyaxelrod
9. What’s in your Social
Media Toolkit?
Facebook
Twitter
LinkedIn
Blogs
YouTube or other video
Google+
Photo sharing sites
Forums
Social bookmarking
Geolocation (i.e. Foursquare)
Daily deals
0% 20% 40% 60% 80% 100%
Source: Social Media Examiner @coreyaxelrod
10. 2012 Social Media Trends
(Increase Usage)
YouTube or other video
Facebook
Twitter
Blogs
Google+
LinkedIn
Photo sharing sites
Forums
Social bookmarking
Geolocation (i.e. Foursquare)
Daily deals
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: Social Media Examiner @coreyaxelrod
11. Paid Media
• Brand pays to leverage a channel
– Display Ads
– Paid Search
– Sponsorships
Source: Google @coreyaxelrod
12. Paid Media Advantages
• Targeted
– Tailor ads based on keywords
• Generate traffic immediately
– Drive immediate results
• Cost friendly
– Specific daily budget controls cost
• Nimble
– Unmatched ability to adjust to market conditions
Source: Google @coreyaxelrod
13. Google Search Engine
Marketing Study Results
• Search Ads Supplement Organic Traffic
– 89% incremental lift in site visitors
• Decrease in Search Ads
– 80-85% average lost clicks
• Increase in Search Ads
– 78-79% average gained clicks
Source: Google @coreyaxelrod
14. U.S. Print vs. Online Ad Spending
2011-2016 (Billions)
$70
$60
$50
$40
$30
$20
$10
$-
2011 2012 2013 2014 2015 2016
Online Ad Spending Total Print Ad Spending
Source: eMarketer @coreyaxelrod
15. US Mobile Ad Spending
$12.0
$10.0
$8.0
$6.0
$4.0
$2.0
$-
2011 2012 2013 2014 2015 2016
Source: AdAge Digital @coreyaxelrod
16. Mobile Search and Ads
• ↑ smart phone owners means ↑ mobile usage
• Task completion
– 70% happens within one hour on mobile
• Mobile-specific campaigns > hybrid campaigns
– 11.5% increase in CTR
• Click-to-call campaigns
– 6 to 8 percent increase in average CTR
Source: Mashable @coreyaxelrod
17. Owned Media
• Channel a brand fully owns/controls
– Website
– Mobile Site
– Blog
– E-mail
@coreyaxelrod
18. Preferred Channel for Permission-
based Promotional Messages
% Respondents
E-mail
Direct Mail
Text Message
Facebook
% Respondents
Telephone
Twitter
Mobile App
0 20 40 60 80 100
Source: ExactTarget @coreyaxelrod
19. E-mail Marketing Advantages
• Targeted
– Tailor messages to address customers’ habits and
needs
• Drives immediate action
– Sales, downloads, inquiries, registrations, etc.
• Data-driven
– Actionable data to refine approach/messaging
• Supports sales through other channels
@coreyaxelrod
20. E-mail Marketing Works
• Effective
– ROI for 2011 at $40.56 for every $1 invested.
– Open Rate
• 40% average open rate vs. 4% for direct mail
• Affordable
– 20 times more cost effective than direct mail
Source: Direct Marketing Association @coreyaxelrod
21. Earned Media
• When customers become the channel
– Word of mouth (WOM)
– Buzz
– “Viral”
Source: Direct Marketing Association @coreyaxelrod
22. Determining Online
Marketing Mix
• Criteria to consider
– Information Bandwidth
– Frequency of Interaction
– Cost
@coreyaxelrod
23. Development of Advertising &
Marketing Plan
• Clear Marketing Direction
• Distinctive Positioning
• Customer Benefits
• Integrate All Promotional Activity
• Accountable Performance
@coreyaxelrod
24. Best Practices: Development and
Creation of Media
• KISS principle
– Customers should understand and relate
• Create a WANT and then a NEED
– “Hook, line, sinker”
• Personify your brand
• Clear and strong call-to-action
– Phone number
– Website page
– E-mail link
@coreyaxelrod
25. Best Practices: Development and
Creation of Media Cont’d
• Proofread and Revise, Revise Again!
Source: Oddee @coreyaxelrod
26. Marketing Performance
Measurement (MPM)
• Quantitative
– Results can be benchmarked, tracked over time, and
presented as number(s)
• Practical
– Aligned to existing company processes
• Directional
– to determine if improvements are being attained – or
not.
• Actionable
– Sufficiently in control to make change happen
@coreyaxelrod
28. Deaf vs. Hearing People
• Deaf people don’t see better, but differently
– Dependent on vision and touch
• Deaf people process language differently
– Individuals think in signs rather than words
Source: Gallaudet University @coreyaxelrod
29. Implications
• Test effectiveness of online marketing mix
• Video important component of marketing
initiatives
– Communicate in your customers’ language
• Vlogs, Google+ Hang-outs
@coreyaxelrod
30. Best Practices for Marketing
to Deaf Individuals
• Incorporate Deaf Space Elements
– Sensory Reach
– Space and proximity
– Mobility and proximity
– Light and color
– Acoustics
Source: Gallaudet University @coreyaxelrod
31. Sensory Reach
• Visual and tactile cues
– Movement of shadows
– Vibrations
– Reading of subtle shifts in the expression/position
of others around them.
Source: Gallaudet University @coreyaxelrod
32. Space and Proximity
• Visual Communication
– Facial Expression
– Full Dimension of “signer’s space”
• Space between two signers > spoken conversation
• Space increases as numbers of participants
increase
• Dimension of space impacts layout of
furniture/building spaces
Source: Gallaudet University @coreyaxelrod
33. Mobility and Proximity
• Visual Communication
– Maintain wide distance
– Signers shift gaze between conversation and
surroundings
• Signers need to move through space
uninterrupted
Source: Gallaudet University @coreyaxelrod
34. Light and Color
• Poor lighting conditions lead to loss of
concentration and physical exhaustion
– Glare
– Shadow patterns
– Backlighting
• Soft, diffused light necessary
• Contrast color & skin tone
Source: Gallaudet University @coreyaxelrod
35. Acoustics
• Sound does matter
– Many use assistive devices to enhance sound
– Sound processed differently
• Reduce reverberation (echolike force and effect)
and background noise
Source: Gallaudet University @coreyaxelrod
36. What did we cover today?
• As marketers, Internet marketing matters to us
because:
– Targeted, measurable communication tool
• Three things you can do TODAY to boost your
online presence:
– Integrate your marketing mix
– Constantly test and measure results
– Incorporate Deaf Space Elements
• What else should you do?
– Have fun with it!
@coreyaxelrod
