Your Online Marketing Strategy: Converging

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1 Your Online Marketing Strategy: Converging Tim Callen, MBA, MA Sr. Technical Instructor, Kofax, Inc. Instructor for UC Irvine Extension Managing Partner, RBT Agency

2 You can t do marketing without knowing Web marketing; you can t do Web marketing without knowing social media; you must now

3 The Web: From Static to Dynamic We see a tendency toward interactivity with our audience, Consumer Generated Content (CGC), and crowdsourcing -- leveraging the collective input from the community. Our Web marketing strategy migrates from one represented by a static oneway Web site, to one which is a

4 Think in terms of a Web presence versus a static and independent Web site. Your Web presence represents your digital footprint and should consist of multiple strategies and tactics that include: Your primary Web site(s) Your microsite(s)

5 Your presence on the WWW should consist of multiple interconnected and branded points-of-presence.

6 All these points-of-presence should interconnect on the WWW.

7 Use your branded points-of-presence along with your promotional efforts to build a relationship with your audience and cast a "net" to snag your target audience. Use your corporate Web site as a hub for your audience to learn more and respond to a call-to-action to complete the conversion process.

8 Your promotion and branded points-of-presence should build a relationship with your audience and act as a net to bring your prospects back to your corporate Web site (your hub ) where conversion can occur.

9 Your Web Marketing Should: Involve a number of different channels: PC-based, mobile, social media. Evolve with your audience. Be participative: the audience is encouraged to be part of the

10 Developing Your Social Media Strategy On the social Web, both consumer and marketer have an equal voice. The key is: participation. Social media gives a face to your business online. Viral marketing is not by accident -- it is built.

11 Mobile Marketing Using mobile devices, networks, and experiences to achieve marketing objectives in acquisition, conversion, and retention.

12 The mobile device is becoming the computer. Mobile is the new normal. Enable mobile as part of your online strategy to engage your audience on their mobile devices. Mobile represents a multi-channel experience for your audience.

13 Mobile has become a transactional device not just an entertainment or informational tool (think about banking and mortgage). PayPal and Square are changing the way we exchange money for goods and services. Customers have been reported to choose and switch financial institutions just to gain access to

14 When developing your mobile strategy, ask: What functions will your mobile site visitors want or need to perform? What actions would you like them to take? Will they need the inherent features of the device: GPS, camera, or orientation (use of the accelerometer)? What is the best way to display

15 Market drivers for mobile adoption include: an increase in smartphone adoption, an increase in downloads from mobile app stores, and increased consumer engagement (mobile ecommerce).

16 1Smartphone adoption rate & emerging devices Market drivers for mobile adoption include: an increase in smartphone adoption, an increase in downloads from mobile app stores, and increased consumer engagement (mobile ecommerce).

17 1Smartphone adoption rate & emerging devices 2 Downloads from mobile app stores Market drivers for mobile adoption include: an increase in smartphone adoption, an increase in downloads from mobile app stores, and increased consumer engagement (mobile ecommerce).

18 1Smartphone adoption rate & emerging devices 2 Downloads from mobile app stores 3 Consumer engagement of mobile content Market drivers for mobile adoption include: an increase in smartphone adoption, an increase in downloads from mobile app stores, and increased consumer engagement (mobile ecommerce).

19 Your mobile marketing strategy might include one or more of the following: Mobile Optimized Website Mobile Applications Mobile Messaging and Display Ads

20 Mobile Optimized Website Increasingly our audience is turning to mobile devices to access information and perform tasks. Target the platforms that provide the best results for you usually a platform that targets a niche market or one that shows the highest saturation of your market (ios or Android ).

21 The Home Depot website home page as viewed on a laptop.

22 The Home Depot mobile website. Notice the branding is consistent, but the physical layout differs to match the format of the viewing device and puts focus on those activities sought by a mobile user.

23 Consider a responsive design: the site will be determined by a script which detects the visitor s viewing platform and then loads the appropriate format laptop/computer or mobile.

24 Mobile Applications Mobile applications represent another opportunity to engage your audience and extend your brand.

25 A variety of tactics are emerging to give enhanced value to mobile applications: Location or camera-based functionality Quick Response (QR) codes Augmented reality

26 Mobile Messaging and Display Ads Mobile can be used to communicate and engage your audience wherever they are in real time. Tactics include: Text messaging (Short Message Service)

27 Text messaging can be informational only or, better yet, can have a call to action which might include a link to the mobile web site.

28 Here is an example of a Starbucks promotional message delivered directly to the customer s Starbuck s mobile app. Can include graphics, rich media, and calls-to-action, and can be personalized.

29 Mobile ads can display on other mobile locations (web sites and apps) and appear when users access that mobile web site or app.

30 Mobile ads can display on other mobile locations (web sites and apps) and appear when users access that mobile web site or app.

31 Mobile ads can display on other mobile locations (web sites and apps) and appear when users access that mobile web site or app.

32 Convergence of Technology Social Media and Mobile Marketing With increasing velocity, computing and Internet technologies are converging. Provides the ability to use computing capability without a predefined location or connection. Connect with your audience where they are!

33 Tout, Vine, Instagram, and MixBit combine social networking with the power of video to share real-time experiences in a visual format. Social media platforms that allow users to shoot 15-second video or post pictures directly from smartphones and webcams are taking the online world by storm.

34 These channels represent a convergence of technologies including Web, video, social media, and mobile.

35 Tips and Best Practices Don t start until you re ready to commit the resources (time, people, money). Don t get overwhelmed implement in phases as your resources allow. Constantly measure and adapt.

36 Tim Callen