The Digital Tradesman: How the Internet Fuels the Marketing Machine effective emarketing Susan Bratton September 30, 2003
Download ReportTranscript The Digital Tradesman: How the Internet Fuels the Marketing Machine effective emarketing Susan Bratton September 30, 2003
The Digital Tradesman:
How the Internet Fuels the Marketing Machine
e ffective e marketing
Susan Bratton September 30, 2003
Point of View Marketing is a collection of areas of expertise becoming increasingly more technical It’s not just enough to be a master of your brand Vast, wide-ranging disciplines – success is measured by how well you integrate
How Quickly Things Change
Rich Media
- Before: Unicast, Enliven, Eyeblaster - After: Flash
Search
- Before: Keyword targeting - After: CPC, CPA, Paid Inclusion, Organic Search
- Before: Click through rates, Open Rates - After: Double opt-in, spam scrapes, bonded sender
Websites
- Before: flat HTML, brochure ware - After: tools to help plumb the depths of multi-layered sites
The Tools • Advertising – Media – Rich Media – Affiliates – Promotions – Advertainment • Viral • Email – Co-Registration • Search • Web sites – Blogs
Advertising - Media • Demographics/Targets
• Traffic – Nielsen/NetRatings • Attitudinal Surveys – Dynamic Logic • Competition – AdRelevance • Conversion – DART, Atlas DMT
Advertising - Rich Media • Macromedia Flash • Unicast • Eyeblaster “Rich media is the story of online advertising and at current growth rates will be equal with more static forms (GIFs/JPEGs) by 2005.” -- DoubleClick, Q2, 2003 Source: DART for Advertisers Ad Serving Data Q2 2003
Rich Media Impacts Conversion Rich media generates a higher rate of post-impression activity and higher rates of sales per activity than non-rich media
Rich Media Non-Rich Media Post impression activity per impression: .76% Post impression activity per impression: .55% Post impression sales per activity: 3.07% Post impression sales per activity: 1.02%
Note: conversion data here represents only DART for Advertisers data in which advertisers tracked conversions through Spotlight tags.
Source: DART for Advertisers Ad Serving Data Q2 2003
Advertising - Affiliates Commission Junction BeFree Linkshare
Promotions/Sampling
• Coupons.com
• StartSampling.com
•
• Softcoin
ePrize
Skyworks Wild Tangent YaYa Advertainment
BzzAgent Viral
• DoubleClick
• Digital Impact
Co-Registration • Value Click • Cool Savings • My Points
Paid Search Marketplace
July 2003 provided by
did-it
Search
• SEM • Contextual Search • Paid Inclusion/Paid Placement • SEO • Organic Search
Web Sites • Design • Usability – Sachs Institute/Jakob Nielsen • eMetrics – Target Marketing, NetTracker, Mercury 7, Keynote • Customer Satisfaction – Planet Feedback, SatMetrix,
Wrigley & Assoc.
Blogger.com
MoveableType Marketing Wonk Blogs
Nirvana
What Can You Do?
• Your business is a Funnel • Find:
– Feeders – Optimizers – Converters
• Leverage tech vendor talent
Questions?
Thank You Susan Bratton VP, Sales & Marketing [email protected]
Gas Pedal • Opt-in Everywhere • Use the Buddy System • Show Them All You’ve Got • Sell It with a Signature • Write Back at ‘Em • Share the Love • Let’s Make a Deal • Give It Away • Tell the World • Take It Offline • Make It A Lifestyle
Online Marketing Tools Email Goals • Drive sales and increase awareness • Needed to quickly create and send campaigns • Increase their in-house list size Execution • Website redesign • Used Silverpop solution tool to create, send and track campaigns • Aggressively marketed email offering via catalogs • Ran approximately 2-4 campaigns per month • Shortened email content for easier communication
Email - Bombay
Results
• 40% open rates and 16% click through rates • Increased in-house e-mail marketing list by 1000%
Integration
Volvo
• Broadcast, iTV, Internet and Wireless, Email and PDA • Leaving no touch-point unturned • Allocated 20% of media budget ($20MM) • Spent 2001 and 2002 testing "We know that integration works," Phil Bienert, Volvo