22 virtual marketing
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VIRTUAL MARKETING
Todays trend is shifting away from traditional media to virtual media with 70% of
Americans being online. This session focused on how parks and recreation could use virtual
media more in the field. The session discussed social networking, promotion, and use of web
pages in accordance to virtual marketing. Virtual marketing is location and time independent for
the company and the user, making it more efficient and current.
Internet use was offered as a way of social networking. This type of networking includes
emails, text, blogs, and voice chat. Through these different forms of media, communicating to
consumers can be done in your desired format. Blogs are also a great way to share new
information, receive feedback, and get ideas. Blogging is a growing area because it is not
limited to time and space. Tapping into this network will open up ways to have forums and other
open communication processes.
Much of a companys marketing can be done through their main webpage. However, if
the webpage is never found it does not matter what is available to the consumers. Google
analytics gives a company the option to purchase key words that people would use to look for a
business or program. It also provides different charts on who, what, and how often these words
or a site is accessed.
Once a strong link to your webpage is created you can add more interaction on your main
webpage. This could include links, videos and podcast, and downloads. Establishing links with
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Having the ability to download forms and other paperwork not only saves the company money
but also makes people go to the website and gives them opportunity to explore it.
A great way for a company to get started with virtual marketing is by checking with staff
to see what they know and can do in relationship with virtual media. Next, a company needs to
create a virtual marketing plan. This would include what you are going to do now and goals for
the future including a timeline. These ideas can help any company including those in the park
and recreational field.
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Presented
James Parham
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reates an e vers g ta content
Engages and interacts with individuals Provides and exchanges information
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ows to g y target messages
Personalizes messages Is cost-effective
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Behind
A few statistics about digital media:
. .210,575,000 people are online
U.S. to user in the world
Retired adults spend nine hours/week
Average searches per month 77
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-, .
that integrated circuits including memory capacity
.
Since 1965 memor and s eed of a microchi
have been doubling every 18 months and are
ex ected to continue for another 10 ears.
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Virtual History
The Internet celebrated its 30th anniversary
since the first Internet transmission onNovember 22, 1977.
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Advertising
Gradual reduction of print materials r n ng o -s e y users
Cost reduction
Shift away from traditional media Highly personalized messages/promotions
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Globall
2007 global spending increased 28.2 percent
Other media grew only 3.9 percent
U.S.
Other media growth projected at 1.4 percent
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U.S. online ad spending grows 13.5 times faster than
conventional media
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g a e a ren s
Increased downloads of music and
entertainment Followed by video downloads (in 2007
36 percent of Internet users watched a TV show
or video stream online compared to 28 percentend of 2005)
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ne n ve a u ts use soc a networ ng me a
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Hand-Held
Devices
AdvancedTechnolo ies
Stationary
Computers
Portable
Computers
Digital
Marketing
Promote virtual
marketing
Are location and
time inde endent
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Wireless
Devices
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oc a ne wor ng as ecome a ey on ne
activity and is estimated to attract more than one.
600
800
1000
1200
1400
1600US - Ad
Spending in
$Mil l ion
Use regularly
Form strong relationship with the site
0
200400
2007 2008
Socialnetworks
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Adopting social networking as a digital lifestyle
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Happens Now SocialNet
Text messaging
Working
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Video
Blogs
File sharing
Voice chat Create Join Facilitate
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scuss on groups
Online chat
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ser rou s Include
By type of recreation Other types of groups
Dog park users
Runners Ethnic groups
Skate boarders
Boaters Foreign language groups
Peo le with disabilities
o ers Bikers
Demographic groups
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And many more
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Virtual Marketin Channels
Web sites
Search engine marketing
Keyword marketing
E-mail blasts
Blogs
Podcasts
Streaming video
Mobile messaging
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uppor s mos o er v r ua mar e ng e or s
Optimize navigation and organization
Create hi h visibilit throu h search en ine o timizationand search engine marketing
Examples:
Provide downloadable ma s of arks and services
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Offer access to area videos, information boards, blogs
and podcasts
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What Are SEO And SEM?earc ng ne p m za on -
The process to increase number of visitors to the site by ranking high
make the site better!
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Performance-based ads purchased in a real time auction at a pay-
er-click rate and aid inclusion to increase the ositionin and
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visibility of sites and drive traffic!
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Write appropriate titles/descriptions
Create appealing main pagesengine spiders, algorithms)
Purchase performance-based placements and ads (pay-
per-c c an pa nc us on
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Words
Consider your customers interests What keywords will
he most likely use? Optimize your Web site content, especially main/landing
page
Compare providers - (Google CPC (cost-per-click) andCTR (click-through-rate) impact rank Yahoo driven by
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on y
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e
AdWords
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Use a high quality e-mail list or better yet
Compile an opt-in list (get permission first)
Provide a clear method to opt out
Avoid buzzwords like free and act now Include a clear call to action
Keep content short and succinct
Limit links to avoid confusion
Examples:
Provide o t-in ro ram to romote new services s ecial events
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important news
Guide traffic to Web site and special features
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The blogosphere is now 70 million Web logs
wide ou , new e ogs are crea e eacday
.
1.4 new blogs are created every second
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oggers are e new n uen a s
Blogs build trust
Reporters use blogs as sources
, , Blogging builds relationships and credibility
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now your au ence
Engage your audience
Stay credible
Consistent
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User Generated Content UGC is here to sta(YouTube, MySpace, etc. are no fads)
Ad spending on UGC sites increased nearly ten times in
Provides a forum for participation and sharing, monitorand manage responses
Example:
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,opening of a pool and provide space for comment
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romo e programs
Support recruitment and retention of staff
Provide information
Reach diverse groups
Can be highly targeted
Examples:
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Provide relevant current news
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o cas ng esearc
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omp emen s o er on ne mar e ng e or s
Uses flash to create attention and drives traffic to your
site Provides highly target exposure by site and region
Create ads for special events such as festivals, parkopenings, new services
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equ res s mp e v eo equ pmen
Creates excitement
Invite visitors to contribute video footage
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eac es mo e p ones an o er an - e ev ces
Selectively targets consumers
Kee messa es short
Examples:
Create alert system to warn against ozone, fire, storms,etc.
Provide information about local services such as ool
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and park closings, up-to-date trail reports
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E-Government Research
Top four e-government countries in 2006
ava a ty o on ne n ormat on an e ectron c
services, privacy and security and public access)
1. South Korea 60.3
2. Taiwan 49.8
3. Singapore 47.54. U.S. 47.4
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scer a n u ge an s a ng capa es
Determine minimum of three strategic new
Create a strategic virtual marketing plan Choose three to four areas of online media
Develop action list for implementation
Create timeline
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Train Google Analytics
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na yzes your e s e s ra c, w o your users
are, where they come from and how they interact
.
Helps to improve ads, site traffic
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