Marketing in The Digital Age

Marketing in The Digital Age

Joaquin Erazo, Jr.Vice-President of MarketingCase Design/Remodeling, Inc.

Agenda

• The internet• Building a top website • Getting people to your site• Other technology marketing• Q&A

I’m a Marketing Guy,Not a tech guy!

• Marketing has changed!• Technology makes marketing easier• If you don’t adapt, you’ll be left behind

Dominant Marketing by Remodelers

Is this good?

Savvy Remodeling Marketing

The Web

Traditional Marketing is Declining

Changing Demographics• Boomers still represent the

majority of remodeling expenditures…

• Boomers have crossed the internet threshold

• Generation X – The new targets?– Will be more affluent– Will have higher disposable income– Has a higher net worth than their

parents at their age.– Have much higher expectations

Planning Your Website

Planning your website

• The internet is a great way to appear larger than you really are

• The web can be inexpensive or expensive• Navigation and traffic matter most• Write copy for non-readers• Don’t create an online brochure

Domain Name

• Select it Carefully• Use your company name• Memorable• Error resistant• Avoid unusual characters• Include searchable words

Your Home Page

About Your Company

Highlight Differentiators - Process

Awards - quality

Thumbnails – for ideas

Testimonials - confidence

Streaming Audio - dimension

Make sure they accomplish something

Service Areas – we can help them

Frequently Asked Questions

Employment Application

Affiliations and Alliances - pro

Newsroom - branding

Provide Resources - answers

Website Lessons Learned• Start with the architecture - strategically!• There are still people using dial-up• Position your site as a resource• Use Flash or iPIX carefully• Nobody reads long copy on the web• Create printer-friendly options• Avoid sending them away from your site

How to get people to your site

Driving Traffic

• Domain name everywhere

• Search Engine Optimization (SEO)

• Pay-per-Click• Local Directories• Link Partnerships

SEO - Google can be Friend or Foe• Keyword research - Think

about the words and descriptions your clients will use

• Create content - Create content to include your keywords. Search engines and visitors like this

• Improve your link popularity• Create keyword-rich titles

Search Engine Advertising• Sponsored links

appear next to or above search results

• Sites such as Google and Yahoo

• Ads can be targeted to certain keywords or geographic areas

Banner Ads• Be careful about selecting

where to place banner ads• Teaser messages are best• Insist on weekly traffic

reports• Pay for time or conversion

Get Legitimate Links Out There

Referral Services

Other ways to leverage Technology in Marketing

Database Marketing

• Your past clients are key• Keep your client database in order• Use off-the-shelf contact management

software or build your own• Use RFM to determine your best clients-

Recent(cy) – Frequency – Monetary Value• Communicate with them!

Database Marketing

Build TOMA

Leveraging E-mail

•Review other sites•Keep it simple•Get the basics on your site•Make it easy to navigate•Create a clear next step•Web and technology should only be part of your marketing mix

Web Baby Steps

Maintain Your Balance!

Questions