Boston University Summer ProgramUniversità Cattolica del Sacro Cuore @ BU, Summer 2014

Interactive MarketingCommunications

The marketing world is changing rapidly, and many businesses are rethinking how they organize and execute the marketing function. This course explores the evolution of interactive marketing communications – specifically about the increasingly integrated marketing and corporate communications roles. We’ll touch on advertising, PR, corporate communications, SEO, social media, interactive and digital content and many other topics. The course also includes a final project.

Who am I? Who are you?

Course Schedule

THE HISTORY OF MARKETING

Day 1

Todd’s 6 Eras of Communication

1. Illustration*

2. Spoken Word

3. Written Word

4. Printed Word

5. Mass Media

6. Social Media

http://www.flickr.com/photos/37644376@N00/34021850/

http://www.flickr.com/photos/darwinbell/155183682/

http://www.flickr.com/photos/burwash_calligrapher/6478042809/

http://www.flickr.com/photos/queen_of_subtle/4462520710/ http://www.flickr.com/photos/videocrab/116136642/

http://www.flickr.com/photos/aslanmedia_official/6292167103/

Used under Creative Commons licensing.

* Added by Kylie Keegan

History of Marketing

A History of Advertising by Henry Sampson

• Greece: Politics, with a little commerce: Town crier, known to announce sales

• Rome:• Wine, with a little commerce• Already jaded: “Vino

vendibili suspensa hedera non opus est” – “Good wine needs no bush”

• Acta Diurna (Rome, c151BC) – Daily Roman Gazette (Stone / Metal)

• Libelli: Bills announcing estate sales, baths, lost & found, etc.

• London: The rise of the “billsticker” and the “bellman”

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspxA History of Advertising by Henry Sampson

• The First Newspapers:• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court”• Notzie Scritte (Venice, 1556) – Cost one gazetta, leading to the name• Strasbourg Relation (Germany, 1605) – First modern newspaper

• The First Advertisement: The honor probably goes to France’s Journal Général d’Affiches, or Petites Affiches, first published in 1612

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://en.wikipedia.org/wiki/Mail_order http://www.chiefmarketer.com/direct-marketing/introduction-myths-of-direct-marketing-history-01102008

http://wayback.archive.org/web/20081211102142/http://directmag.com/history/birth-telemarketing/

• 1744: Benjamin Franklin sells scientific and academic books by mail, offers first guarantee

• 1872: Montgomery Ward launches first catalog

• 1893: T.B. Russell writes article in Printer’s Ink magazine titled “With English Advertisers” with perhaps the first mention of “direct mail”

• 1903: Preview of telemarketing when the Multi-Mailing Co. of New York used telephone directories as a source for (postal) mailing lists

• 1905: Homer Buckley builds first direct mail advertising business

History of Marketing

http://wayback.archive.org/web/20090108145433/http://directmag.com/history/1121-direct-mail-ww1/ http://www.prwatch.org/prwissues/1996Q4/ewen.html

http://www.economist.com/node/17722733

• Early 20th Century: L.L. Bean & Sears take off

• 1906: Ivy Lee issues the first press release

• WWI: Big transition from door-to-door to direct mail

• 1916-1935: Eddie Bernays writes Propaganda, The Engineering of Consent and Crystallizing Public Opinion (later used by Goebbels in Nazi Germany)

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

History of Marketing

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

THE MARKETING PROCESSPart 2

Your Class Project

• Form a group of 5 or 6 people1. Name a team leader2. Assign 1 or 2 items from the list on the next page

to each member• Pick a company to “help.” The company must:

1. Be primarily English-language2. Have a public website3. Have an email marketing database visible on site4. Have a social media presence (at least two social

networks)5. Have a blog or some form of content marketing

program

Your Class Project

• Prepare and present an interactive marketing strategy and plan addressing:1. One primary S.M.A.R.T.* goal for the business’s social

media efforts. 2. Customer Profile3. Web site (SEO performance suggestions)4. Email marketing suggestions5. Content marketing recommendations (channel and

content suggestions)6. Social media performance & recommendations

(channel and content suggestions)7. 2-3 KPIs (conversion indicators) along the way

Where Measurement Starts

SMART Goals–Specific

–Measurable

–Attainable

–Results-Oriented

–Time Bound

Slide courtesy of Kami Huyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives

The Basic Questions

How do we start?

http://www.flickr.com/photos/npobre/2601582256/

The Basic QuestionsWhere are we going?

http://www.flickr.com/photos/tunruh/233316674/

The Basic Questions

How do we know when we get there?

http://www.flickr.com/photos/chokola/1229450683/

More Fundamental Questions

IS THIS TRIP REALLY NECESSARY?

or,

WHY SHOULD I CARE ABOUT NEW MEDIA AT ALL?

or,

HOW DO I SELL SOCIAL MEDIA TO MY BOSS?

We’ll revisit these questions later…

Diffusion of Innovations Theory

(or, the New Media Adoption Process)

Five Stages of Tech Adoption

The Marketer’s Arrow

The Sales Funnel

The Integrated Approach

http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel

The “New Marketing” Funnel

The McKinsey MatrixSocial media enables targeted marketing responses

at individual touch points along the consumer decision journey.

http://www.mckinseyquarterly.com/Demystifying_social_media_2958

What is a Conversion?

• A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)

• Possible examples of conversions:– Follow / friend / fan a social profile– Like / +1 / favorite a post– Share / re-tweet content– Sign up for mailing list– Open email– Click-through to website– Ask for more information on offering– Purchase– Repurchase– Advocacy / evangelism

http://en.wikipedia.org/wiki/Conversion_rate

PROFILING, CRM AND DIRECT / DATABASE / EMAIL MARKETING

Part 3

Two Perspectives, Same Dream

• The brand: Wants a unified view of the customer (“social customer relationship management”)

• The customer: Wants a unified experience of the brand (“social business”)

http://www.flickr.com/photos/huzicha/3292538266/

Evolution of Content Marketing

Content Creation

Monitoring & Reporting

Platform Integration

Workflow Management

Unified View of Customer

1

2

3

4

5

(Social CRM & Marketing Automation)

(Where most people are today)

Creating a Customer Profile

• Give them a name, e.g., “Sally Spender” • If necessary, include– The User– The Decision Maker– The Influencer– The Buyer

• There may be more than one• Include both– Demographics– Psychographics– Socialgraphics

http://www.entrepreneurship.org/en/resource-center/customer-profile.aspxhttp://www.businessesgrow.com/2013/01/26/forget-demographics-its-all-about-the-socialgraphics/

“Get to Know Me”

• Two ways to learn about your customers:– Observe

• Easier and easier to do• Testable (e.g., via A/B

Testing)

– Ask• Harder• Intrusive (when to do it?)• More subject to bias• Potentially more rewarding

“What’s in YOUR Email Database?”

• Name (first and last – use separate fields)

• Email (says a lot about the contact)– Location (based on

email domain)– Company affiliation

(if work address)– Social network

affiliation (via, e.g., MailChimp SocialPro)

• Company Name• Title

Opt-In vs. Opt-Out

• Opt-In = “Permission Marketing”• Opt-Out = Minimum Requirement of CAN-SPAM– Other Rules

1. Don’t use false or misleading header information.2. Don’t use deceptive subject lines. 3. Identify the message as an ad.4. Tell recipients where you’re located.5. Tell recipients how to opt out of receiving future email

from you.6. Honor opt-out requests promptly. 7. Monitor what others are doing on your behalf.

http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business

Opt-In vs. Opt-Out

http://mashable.com/2011/11/28/mailing-list-performance/

Opt-In vs. Opt-Out

• People who have actively opted in to receive email open and click-through at much higher rates than people that have been added to a list without their knowledge

• Lately, opt-in is getting more people to open the email, but it's not getting a significantly higher percentage of that group to then click on it

http://mashable.com/2011/11/28/mailing-list-performance/

A/B Testing Basics

What Can You Test?