Evolution of Traditional Marketingto

Evolution of Traditional Marketingto

Revolution of Digital MarketingNancy Vinkler

610-650-0227

ngvinkler@wsisimplyroi.com

www.WSIsimplyROI.com

Agenda

�What History Tells Us

�How Buyers Have Evolved

�How the Marketplace Has Evolved

�The Revolution of Digital Marketing�The Revolution of Digital Marketing

�Summary

What You get from this webinar?

• An awareness of the correlation between traditional marketing and digital marketing

• A glimpse of the scope of skills required to implement digital marketing

• An understanding that you can measure your digital • An understanding that you can measure your digital marketing

• A call to action to create your digital marketing strategy

• An attentiveness to evaluate if you have the right people resources

Strategy Ground Rules

Webinar

Marketing Golden Rules

• Product is required

• Packaging has to be remarkable

• Price is right

• Place provides successful distribution• Place provides successful distribution

• Marketing Strategy is executed

– Competition

– Unique marketing message

– Target market

– Monitor, measure, adjust

Technology Golden Rules

• New technology does not replace past

technology

• New technology integrates with old technology

• Behind the efficiencies of new technology lurks • Behind the efficiencies of new technology lurks

complexity which revolutionizes how we do

things

• New technology translates to new jobs and

tasks

≠ Did Not Replace

• TV ≠ Radio

• Computer ≠ TV

• Personal Computer (PC) ≠ Mainframe Computer

• Laptop ≠ PC• Laptop ≠ PC

• iPad ≠ Laptop

• Smart Phone ≠ Laptop or iPad

• Wireless ≠ Wired

• Digital Marke0ng ≠ Tradi0onal Marke0ng

Technology Integration

• TVs have radio & computer functionality

• PCs have radio, TV & phone capabilities

• Smart phones have radio, TV, & PC features

• Software integrates• Software integrates

– Linkedin with facebook

– Facebook with twitter

– Email with website

Marketing Integration

• Tradition marketing & digital marketing

integration examples

– Landing pages

– Personal urls

– Instant chat

– Online press releases

– Online catalogs drive prospects to brick & motor

Head of Tweeting

• Social Media Community Manager

• Interactive or Digital Media Coordinator

• Director of Ecommerce

• Content Marketing Specialist or Analyst

• Search Engine Marketing Director• Search Engine Marketing Director

• Digital Marketing Manager

• VP Emerging Media

• Chief Evangelist

• Online or Web Analytics Manager

Buyers in the Cat Seat

Webinar

Buyers Changes

• Buyers are finding you

• In a different place in decision making process

• Warm prospects versus cold suspects

• Want individualized marketing messages• Want individualized marketing messages

• Need less selling more educating

• In more distribution & communications

channels

• Using more user interfaces

– Phones, PCs, Laptops, iPads

Searching & Communicating

• Traditional - printed, in-person, events, brick & motor, personal referrals

• Digital Marketing - Internet– Googling

– Browsing

– Emailing– Emailing

– Instant messaging

– Linking

– Facebooking

– Tweeting

– Social networking

Client Communications

Traditional

• Phone

• Postal mail

• User groups

Digital

• Online chat

• Email

• Online forums• User groups

• Printed newsletters

• Online forums

• Blogs

• Social networking

• Webinars

• Video conferencing

Marketplace

Webinar

Impact on Sales Cycle

Date Quarter 1 Quarter 2 Quarter 3 Quarter 4 Quarter 5

Sales Cycle

Find Suspect TraditionalFind Suspect Traditional

Cold Lead Un-Qualified Prospect Traditional

Warm Lead Qualified ProspectDigital &Traditional

Hot Lead ClientDigital &Traditional

Close Sale New ClientDigital &Traditional

Distribution Channels

Traditional

• Direct

• Resellers

• Value-Added Resellers

Digital

• Direct

• Resellers

• VARs• Value-Added Resellers

(VARs)

• Distributors

• Local and national

• VARs

• Distributors

• Affiliates

• Banner ads

• Ecommerce stores with

multiple price books

• Local, national,

international

Competitors

Traditional

• Strong distribution barriers

of entry

• Activity more stealth

Digital

• Strong marketing barriers of

entry

• Online marketing activity

can be tracked• Advertising matched up

• Tend to be local or national

can be tracked

• Advertising space taken by

non-industry competitors

• Easily can be local, national,

& international

• More of them

Target Market

Traditional

Internet -Searching

Internet -Internet -Social Networking

Marketing Resources

Traditional

• Outsource design & printing of

written marketing materials

• Pay marketing monthly

retainer for marketing

Digital

• Outsource design & implementation of digital marketing materials

• Pay marketing monthly retainer for marketing

campaigns

• Outsource writing of content

with help of in-house subject

matter experts

• Pay percent of monthly

written ad spend

• Pay marketing monthly retainer for digital marketing campaigns

• Outsource writing of optimized content with help of in-house subject matter experts

• Pay percentage of monthly digital ad spend

Digital Revolution

Webinar

Marketing Materials

Traditional

• Logo

• Letterhead

• Business cards

Digital

• Digital logo

• Email signatures

• Web design• Business cards

• Printed brochures

• Signs / banners

• Printed & postal mailed

newsletters

• Printed catalogs

• Web design

• Digital business cards

• Ebrochures

• Electronic signs / banners

• Email newsletters

• Flip catalogs

• Slide shows

• Online content

Multi-Media

Traditional

• TV ads

• Radio ads

Digital

• TV ads with Google

• Pod casts

• Online radio shows• Online radio shows

• Video streaming

• Flash

• Online animation

• CDs

Marketing Message

Traditional

• Printed industry magazines

• Printed newspapers

• Printed industry directories

Digital

• Display ads

• Pay Per Click (PPC)

• Organic optimization• Printed industry directories

• Printed yellow pages

• Organic optimization

• Banner ads

• Hundreds of online

directories

• Content – ezines, articles,

press releases, rss feeds,

video, images, slides, audio

Marketing Campaigns

Traditional

• Post Cards

• 1% - 2% return

• Value of post address list

Digital

• Email

• Open rates – 20%

• Click through rates• Value of post address list

• Ask prospect

• Click through rates

• Bounce rates

• Value of double opt-in email

address list

• Analytical & conversion

reporting

Public Relations

Traditional

• Press releases

• Analyst meetings

• Controlled by print media

Digital

• Hundreds of press release

and content engines – open

to the public

• Google alerts• Controlled by print media

editors

• Measurement - manually

count hits in white space

• Fax services

• Google alerts

• Social media

communications

• Online testimonials,

reviews, & citations

• Measurement - # of links,

keyword ranking, visits to

web page, length of visit

Reporting

Traditional

• Estimate of number of

eyeballs reading

• Manual collection of activity

Digital

• Recorded number of

impressions or click-thrus

• Keyword rankings

• Monthly ad spend

• Largest ads get the

attention

• 800 phone# calls – call

detail records

• Daily or monthly ad spend

by clicks or impressions

• Keywords get the attention

• 800 phone# calls – direct tie

to ads – less expensive

• Visits to landing pages

• Online forms captured data

Measuring

Traditional

• Word of mouth

• Marketing more of cost

• Not quite sure which

Digital

• Online analytics, tracking of

phone and webpages

• Marketing is a revenue

generator• Not quite sure which

marketing campaign drives

in prospects

• Tends to be brand

marketing

generator

• Directly measure marketing

costs & revenue from

market niches & marketing

campaigns

• Tends to be Return On

Investment (ROI) marketing

Summary

Webinar

Summary

• Are you aware of the correlation between

traditional marketing and digital marketing?

• Do you understand the scope of skills required

to implement digital marketing?to implement digital marketing?

• Do you know how to measure your digital

marketing?

• Do you have the right people resources?

• Do you have a digital marketing strategy?

Nancy VinklerNancy Vinkler

610-650-0227

ngvinkler@wsisimplyroi.com

www.WSIsimplyROI.com