2. Good Evening @Students
Checkpoint
Review the Reading
Assignment
Watch the video
The 5 S’s and the Digital
Marketing Plan
Google Hangout and
then…. Team Time –
YOUR Digital Marketing
Plan
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3. Checkpoint
• DigitalAssignments – Did you finish your Hootsuite
Certification? Did you start?
• Reading assignments – Any Questions?
• Going to try Google Hangouts again
• Regularly scheduled ones with me
• Thursday evening one scheduled with all
• Creating your Digital Marketing plan.
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4. Terms
• Internet Advertising is nonpersonal, usually
persuasive, communication about products or
ideas paid for by an identified sponsor.
• Keyword Search is the fastest growing and
most important internet advertising technique
• Display Ads are the second largest including
banners, pop-ups, and skyscraper ads.
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5. Internet Advertising Types
• Interactive, “flashy”, attracting
Rich Media Ads
immediate attention. Often tied
to a call to action … Click Here!
• While not as snappy looking as
Rich Media Ads, contextural ads
Contextural Ads serve up content relevant to the
webpage or search pattern you
have developed
• Draw from keyword search
queries to develop and place
the ad
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6. Email Advertising
E-mail advertising is the least expensive
type of online advertising.
Advertisers can purchase space in
another firm’s e-mail content, such as
newsletters.
Note that email messages sent from a
firm directly to Internet users are direct
marketing, not advertising.
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7. Promotional Offers
“get ‘em in the door offers”
Sales promotions are short-term incentives that facilitate the
movement of products to the end user.
Coupons
Rebates
Samples
Contests, sweepstakes, and games
2010 usage estimates are 6%-75% of Internet users.
Sales promotions do not help build customer relationships in
the long term.
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8. Permission Marketing
• When consumers opt-in, they are
giving permission to receive
commercial e-mail.
• Marketers
should obtain lists that
are guaranteed to be 100% opt-in.
• Opt-intechniques are part of a
bigger marketing strategy called
permission marketing or “turning
strangers into customers.”
• Also known as the “give-get”
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9. Viral Marketing
• Viral
marketing is the online equivalent of “word
of mouth” marketing.
• Viral Videos are the most often asked for but also most difficult
items to achieve.
• A company may create 15-20 videos before they find one that
“clicks” with the audience.
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10. The 5 S’s of Internet Marketing
Story Optimization
Marketing is storytelling
• I’m not talking about lying
• I’m talking about making your product compelling by breathing life and context into your
message.
The first and most important part of internet marketing is story optimization
• Telling that story in a way that really works for your online audience.
Strategy Optimization
Video or podcast? Should we blog? Is e-mail in our marketing future?
How should our site look? Should we rely solely on SEO?
You MUST have a strategy
Search Engine Optimization
75% of everything that happens online starts at a search engine. You need to be there.
• SEO is a tactic, not a strategy.
• It won’t stand on its own.
• If your web site blows, SEO won’t save you.
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11. The 5 S’s of Internet Marketing
Spend Optimization
One way or another, most businesses buy clicks.
• Usually they’re using pay per click marketing (PPC).
• More aggressive marketers tack on display ads, e-mail list sponsorships,
site sponsorships and other paid ads.
You need to optimize that spend by measuring results.
• Then you adjust what you’re buying according to performance.
Site Optimization
You’re bringing people to your web site. Are you giving them what they want?
• You need to measure everything
• How many people click that ‘buy now’ button on your home page, etc.
• You must constantly tweak your copy, your design and your site features
• It requires design, copywriting and development skills.
• And it’s the final, essential piece of the internet marketing puzzle.
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