copyright 2007 ted demopoulos, demop.com, [email protected] indirect direct marketing on the internet
TRANSCRIPT
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Indirect Direct Marketing on the
Internet
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
. . . focused on driving purchases that can be attributed to a specific "call-to-action". Direct marketing is distinguished from other marketing efforts by its emphasis on trackable, measurable results (known as "response" in the industry) regardless of medium.
… asks the prospect to take a specific action …
Direct Marketing (Wikipedia)
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
•Direct (Postal) Mail•Email to opt-in list with an offer•Email spam selling Viagra•Advertisement in newspaper with a call to action•That annoying phone call I got while writing this slide . . .
Direct Marketing Examples
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Indirect Marketing Examples•Joining a country club and its golf league and other events•Speaking at a conference•Joining and participating in professional organizations and trade groups•Networking•Sponsorships
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
•Social•Any offer is incidental, not fundamental -- perhaps more of an “invitation”•Based on (building) relationships•Emphasis on providing value•Build visibility and awareness of yourself and your organization
Characteristics of Indirect Marketing
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
•Blogs•Podcasts•Social networking sites ( MySpace, Gather, FaceBook, etc.)•Viral videos, ebooks, and other exciting “free stuff”
Indirect Marketing on The Internet
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Direct? Where does the “direct” come into play?
• Directly targeting your market, your prospects, your customers, the people you want to influence
(in general, forget about buying lists, think viral)
Direct? Indirect Marketing on The Internet
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Characteristics:Informal – not marketese or business-speak
but conversational Provide value (give until it hurts, then give
some more)Social – two way communications, perhaps by
enabling “comments” or by using pre-existing social networks to pass messages
Successful Indirect Marketing on The Internet (1)
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Successful Indirect Marketing on The Internet (2)
• Tracking metrics. How else will you know if you’re successful?– They WILL be much different than
tracking DM response rates in many ways (you may need to be creative).
– Some evangelists essentially say, “Metrics? We don’t need no Stinking Metrics. It’s just Cool.” Well, I’m not drinking the Kool-Aid.
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Blogs/Podcasts/Videoblogs
Social Networks specifics (MySpace, LinkedIn, etc.)
“Viral” content like ebooks and videos
We’ll look at:
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Communication channel to talk with your marketplace
Implemented as a simple Web site or part of a Web site
Over 70 Million blogs today on any and all topics
What is a Blog?
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Podcast? Videoblog?• Podcast – simply a blog where the majority
of the content is audio. A key characteristic is that you can subscribe to podcasts.
• Videoblog, a.k.a. vlog – no surprise, it’s video.
• Since podcasts and videoblogs ARE blogs we’ll just use the term ‘blog’ on the following pages
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Written in a personal style Frequently updated Most recently added information
shown first Allows for feedback and interaction
(comments)
Blog Characteristics
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Communicating with your marketplace
• Adding personality to fairly impersonal “Company” images
• Establishing yourself as an expert
Why Blogs?
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Driving traffic to your Web site (search engines love blogs)
• Attracting a regular following of readers as blogs are dynamic and interactive
• Building familiarity
Why Blogs (2) ?
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Most traditional marketing techniques
• Writing endlessly about your products or services
• Sales letter type material
• Any “hard sell” type anything
Blogs - What Doesn’t Work
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Providing valuable information to your marketplace
• Occasionally weaving your products and services into the discussion as appropriate
• Advertising/displaying in the sidebars
Blogs - What Does Work
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• A somewhat experienced blogger – “look before you leap”
• Planning
• Consistency
• Conversational
Successful Blogs (1)
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Honesty
• Personal
• Patience
• PASSION – the blogger(s) must be passionate on the subject and that passion must show
Successful Blogs (2)
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
• Text – easy to skim, consume at own rate
• Podcasts – can consume during free “ear time” e.g. while driving, exercising etc.
• Videoblogs – require eye and ear attention
Different people have different preferences, e.g. I love to read and listen but don’t care for video
Blogs vs. Podcasts vs. Videoblogs
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Over 70 million blogs – some of them ARE talking about you.
You can listen (and join the conversation via comments) easily using blog search engines: Technorati.com, Google Blog Search, icerocket.com, blogdigger.com, etc.
Podcasters love to do interviews – maybe of you?
Blogs for non-Bloggers
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Not as “hard” or absolute as direct (e)mail marketing metrics. Some simple ones:-Search Engine results – mine improved in 24 hours!-Traffic/visitors-Ask new customers where they came from. Did they find you through your blog? Was it a differentiating factor?
Blog Metrics (1)
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Signups to mailing list directly from blog• % of subscribers that generate revenue. • Average lifetime value of a new subscriber
Clickthroughs to salespages• Do they come from Web site or blog or
elsewhere? • What’s the conversion rate? • Is it better or worse from Web
site/blog/Google/etc? Maybe you should (or should not) test and optimize the salespage for each source?
Blog Metrics (2)
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Lots of things you CAN measureMost people measure very littleBe creative – what are your blog’s goals
and how can you determine success?
Blog Metrics (3)
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
We’ll include:Networks like MySpace, Facebook, Gather
and more-let you create a profile and connect with “friends”
Forums (aka Bulletin or Message Boards)-like a blog where any member can start a discussion
List Serves-email list that any member can mail to
Social Networks
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Similar to BlogsExplicit marketing usually STRONGLY discouraged!Provide valueBe “social”Be honestLet your personality show
Look before you leap – they are all slightly different. Learn the culture first.
Social Network Rules
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
At least not effectively!
Pick a Social Network that matches your target audience – e.g. College Students – Facebook.com
Demographics keep changing – for example more than 50% of MySpace users are over 35 now.
You can’t join them all!
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
MySpace – Oxfam, many rock groups, The Student Loan Network/Financial Aid Podcast, Aquafina, many more
Forums – Many wine retailers/importers/etc. monitor/actively post on the Mark Squires Bulletin Board on wine
ListServes – I belong to a few related to blogging and marketing
Some Examples
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Viral Content – eBooks/Videos/etc.
Viral – spreading by word of mouth/mouse
“a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily”
-Wikipedia
More art than science – no one can predict a smash hit
To some extent everything we have been discussing has a viral component.
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
“The New Rules of PR” ebook, David Meerman Scott.
• 150,000 downloads (no registration/email required)
• A dozen plus paid speaking engagements • Now a commercially available book you
should read• Soon to be a major motion picture (just
joking!)
Viral Smash Successes (1)
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Mentos/Diet Coke YouTube Videos-Tens of millions of viewings-Now thousands of different videos
What would this many advertising impressions cost?
Viral Smash Successes (2)
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Google “dull person”• first three hits are me, including two blog
posts and a press release “Google Crowns Author Ted Demopoulos Dullest Person”
• A few bloggers and other online sources linked to me
• Maybe 1000 extra visitors• Book sales slightly up, one new client in
mentor program
Viral Less Than Smash Success
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Copyright 2007 Ted Demopoulos, demop.com, [email protected]
Final Thoughts• Can’t do everything – pick one or more
techniques and concentrate• Goal is provide value to your marketplace• Unique content & (strong) opinions valued• This isn’t direct mail, but you CAN directly
communicate and engage your customers, your prospects, your market.
• What is the ROI of pants or the telephone? Not everything is measurable – but many things are.