Boston University Summer Program Università Cattolica del Sacro Cuore @ BU, Summer 2014 Interactive Marketing Communications 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.
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Interactive Marketing Communications Summer 2014 Week 1 TV
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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.
• 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
• 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
• 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
• 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.
• 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