M S. Marketing Services. Online Marketing Tactics that Work (and Resources List)

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From this document you will learn the answers to the following questions:

  • What does lead generation do to increase engagement?

  • What type of marketing plan does a website have?

  • What do you do to track your success metrics?

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1 Online Marketing Tactics that Work (and Resources List) 1

2 Develop your best marketing practices Trust & Respect (a two-way street) 1 Understand your customers who are they? How do they want to marketed to where, when? Design an integrated marketing plan Maximize online marketing tools ~ develop a digital marketing strategy 5 Create your best marketing practices. Determine success metrics, track results, test, revise, roll out ~ accountability 2

3 The world of online marketing tools Sales Activities Advertising (print, broadcast, radio, outdoor) Customer Relationship Mgmt. & Ongoing Marketing Database Marketing Direct Mail Events & Trade Shows Internet - Online Marketing Tools Marketing Communications Marketing Research - Quantitative & Qualitative Promotions - Special offers, sales promotions, advertising specialties Public Relations Sales, Direct - Sales, Resellers/Distributors/VARs Advergaming Affiliate marketing Blogs - personal publishing, wikis collaborative publishing Community - online ecommerce - products, services, paid content marketing Integrated campaigns (with print, broadcast) Internet advertising (banners, boxes, links, newsletter ads) Pay-per-click (PPC), Cost-per-click (CPC), Cost-per-acquisition or action (CPA), CPM cost per 1,000 impressions Podcasts Portal strategy Promotions Research - Surveys RSS feeds (content distribution) Search Engine Marketing (SEM) Search Engine Optimization (SEO) Sponsorships Viral Marketing Website Webinars 3

4 Search is a major driver, but not the only way to drive traffic to your site. Traffic Drivers Newsletters Affiliate Partnerships Search Marketing: paid and organic Online Advertising Viral Referrals Your website: the cornerstone of your digital marketing strategy ~ Offline Marketing Blogs & Articles, PR Returning Visitors Directories Trade & Associations Portal Strategy Syndicated Content Website Home Page Content Pages Promotion Landing Page(s) ecommerce Data Capture Lead Generation Encourage engagement Sample website activities: Opt-in Opportunities Forums, Community Online Classes Customized, personalized Assessments Auctions Classifieds Sponsorships Onsite Advertising Product Information Product Reviews Testimonials Dealer Locators RSS Feeds D/B Qualification, Sales & CRM (Customer Relationship Mgmt.) Establish a two-way relationship with customers 4

5 Resources: marketing, media, online AdAge Advertising Research Foundation American Marketing Association American Association of Advertising Agencies Apple itunes - podcasting Arbitron Association of National Advertisers Audit Bureau of Circulations Bloglines Bobby - tests quality, accessibility, and privacy of sites ClickZ.com comscore Direct Marketing Association Direct Magazine DM News EMarketer Interactive Advertising Bureau Marketing Sherpa Media Life Magazine Media Week Media Post Media Rating Council Nielsen Media Research Nielsen//Net Ratings Outdoor Advertising Association of America Pew Internet & American Life Promo Magazine Promotion Marketing Association SearchEngineWatch Search Engine Guide Technology Marketing Technorati - the authority on what's going on in the world of weblogs Wikipedia Books Search Engine Visibility, Shari Thurow 5

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