Interactive Marketing Strategies
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Digital marketing strategies focus on audience engagement over interruptions. Key opportunities include email marketing, social media, and digital advertising. Successful campaigns create conversations and build relationships by providing value to customers. Marketers must balance innovation, results, and predictability while focusing on long-term marketplace results rather than individual metrics.
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Interactive Marketing Strategies
- 1. Dynamic Digital Marketing Strategies David Mullings
- 2. Fun Facts If Facebook was a country, it would be the World’s 4th largest Figures for the week ending March 13, 2010 showed that Facebook accounted for 7.1% of US web traffic, compared with Google’s 7.0%
- 3. Why Digital? “Audience on demand” - digital will allow marketers to buy an audience instead of space in media Create relationships for a new era Get invited to the consumer conversation - social
- 4. Purpose Only one part of the marketing mix “Prove that you are listening...” “Awareness is over-rated. Focus on building positive opinion” “Influencing Opinion is key”
- 5. Web 1.0 Strategy “ Pull” Strategy users website ads
- 6. Web 2.0 Strategy “ Push” Strategy users content users users
- 8. Opportunities Digital Marketing email marketing banner advertising search engine marketing social media blogging
- 9. Tim Armstrong, President, Advertising and Commerce, North America, Google “ Interrupting people is not as important as being with them”
- 10. Email Marketing
- 11. Want to know? How many people received? How many people opened? What did they click on? Did they share it?
- 12. Now You Can
- 13. Clicks
- 14. Track History
- 16. Case Studies
- 19. Relationships for a New Era
- 20. Social Advertising - Does it work? Focus on creating a conversation with consumers - value exchange is key Couponing and custom products - Levi’s/Air Jordan
- 21. Levi’s and Air Jordan 2,323 sets only US$395 per set Press release Facebook countdown widget Sold out in 30 mins
- 22. Real Campaign
- 23. Case Studies Mariah Carey Fan Club Remix competition Original song and video The RealVibez Approach Results?
- 24. Results? 45,000 views in 2 weeks Placed 20th out of 1,200 entries Secured direct link to Nick Cannon (He likes the remix) Video picked up by RE TV locally Song picked up by Zip, Fame, Hot 102 Cezar contacted numerous times for interviews Lots of blog and forum exposure
- 25. Balancing Innovation, Results & Predictability Digital age has challenges - the tyranny of ‘more’ Marketing is the only public function
- 26. Balancing Innovation, Results & Predictability Get customers to see and use you differently Ready, Fire, Aim - experience is better than planning 80/20 rule
- 27. Balancing Innovation, Results & Predictability Avoid the short-term trap Marketplace results matter most ROI total vs. Individual totals What is new vs. Last year Sometimes you just go for it
- 28. Michael Linton, SVP & CMO, eBay “ You may not need to be everywhere if it does not fit your business model”
- 29. Social Advertising - Does it work? Not ‘social media marketing’, ‘social influence marketing’ - Terry, Avenue A|Razorfish Creating a community around a brand
- 30. Sam Chadha’s Rules Director of Marketing, Deodorants, Unilever Director of Marketing, Deodorants, Unilever
- 31. The distribution strategy is just as important as the creative strategy
- 32. Viral is an outcome, not something you build
- 33. Forget about ‘cool’, ‘relevance’ is what matters
- 34. Create engaging, relevant and quality content for users in your target demographic
- 35. Social Advertising - Does it work? “If you are still measuring just CTR, get a new agency” Engagement matters and social applications and networks offer that in spades
- 36. Final Thought "Whether it's over the air or on the Internet, it's about content, and online it's our strategy to reach people wherever they are and bring our content to them." Leslie Moonves, President and CEO, CBS Corp.
- 37. Questions? David Mullings [email_address] facebook.com/david.mullings linkedin.com/davidmullings 407-513-2801