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Integrated Marketing

Integrated Marketing. Search Engine Marketing Chapter 1 Instructor: Dawn Rauscher. Brief Marketing History. When Did it Begin? 1800’s -- Newspapers 1900’s -- Radio & TV Types of Marketing? Direct Marketing Database Marketing Profiling Clustering Segmentation.

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Integrated Marketing

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  1. Integrated Marketing Search Engine Marketing Chapter 1 Instructor: Dawn Rauscher

  2. Brief Marketing History • When Did it Begin? • 1800’s -- Newspapers • 1900’s -- Radio & TV • Types of Marketing? • Direct Marketing • Database Marketing • Profiling • Clustering • Segmentation • Customer Lifetime Value (CLV) • Scanner Data • Consumer Interviews • Web Marketing • Banner Ads • Bulk Email • Portals • Search Engine Marketing

  3. Offline Marketing Lessons • TV Road Blocks • 1960’s • 4 Ads for 2 Nights targeted 90% audience • Today • 85 TV Ads • Problems • Thousands of channels • Newspapers • Radio Stations • Billboards • Web pages

  4. Digitization Changes • Countless Choices • Example: Music (MP3, ipod, ipad, Pandora) • Example: Newspaper • Manage Ad Campaigns • Web allows for segmentation • Target specific audience • Transformation • Few Campaigns/Year • Thousands of Campaigns Simultaneously • Media • Mostly make money by displaying advertising

  5. New Marketing Model • Analytics • Digital Media sends data to the analytics • PPC, SEO, banner adds, bulk email, ect. • Traditional Media have been added to this stream of information • Benefits • Where is the traffic coming from? • How much does it cost per lead? • How much does it cost per sale? • What is the value per visitor? • Results • What is going on? • What can we do about it? • Change campaigns accordingly

  6. Google’s Role • AdWords (Easy, popular, successful) • Ads on AM/FM radio • Ads on TV (CNN, MSNBC, Animal Planet) • Upload a video, select markets, place bids • Newspaper Market • Mobile Device ads

  7. Limits of Traditional Marketing • Connections of TV ad views to sales could not be tracked • TV stations did not know if the show was being watched • Radio stations didn’t know if people were listening • Newspapers could only track sales and subscriptions

  8. Unique URL’s & Tracking Codes • Send the customer to a webpage • Unique URL’s included in all ads • KoiSummer.com for TV • KoiJuly.com for radio • Tracking tools record visits, actions, conversions • Unique URL’s with a redirect to the main site

  9. Buying Cycle • Awareness of a desire or need • Research the market • Compare products • Purchase the product

  10. Length of Buying Cycle • Low cost products = A few days • Large purchases = Month • Industrial Equipment = Six Months • Real Estate = Years

  11. Integrated Marketing The use of two or more marketing channels to sell a product or service.

  12. Digital Marketing Tools • Analytics --- Software to track campaigns • PPC (pay-per-click) ---Place Ads on search results • Multivariate Testing (MTV) Software to test permutations of web pages • Targeting Messaging Databases, analytics, behavioral targeting, customer profiles to send targeted messages • Business Intelligence (BI) Software that collects sales & financial activity • CRM Software to track customers

  13. Integrated Marketing Strategies • Divide up customer base into categories • Display message at audience through multiple channels • Point viewers to unique URL

  14. Enterprise Marketing ManagementEMM • Uses various tools to manage marketing strategies and tactics • Reduces costs • Increases productivity • Grows revenue • Other Names • Marketing Resource Management (MRM) • Marketing Operations Management (MOM) • Unica is the market leader

  15. Conclusion • Google AdWords allow marketing to be a trackable activity • Digitized Marketing offers new tools for automated distribution of campaigns across multiple channels • Traditional Marketing and Online Marketing have merged into one package

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