nline marketing campaign:
-to fit with the internet: does the personality of the product align well with the internet?
-fit with the target audience: internet usage characteristics of the target audience?
Action oriented steps:
è Is it info/purchase? What action you want them to take?
è How do they interact? Email? Feeds?
Advertising model: Fixed cost and time component important
Web marketingàtarget marketàunderstand what they careà connect with the right message(improve brand image and drive sales)
Active medium
Permission from customers: search, email opt in, subscribe blogs…. Shows interest
Search successàkeywordsàget seen(in search engine index)àget ranks(the higher the better)àget clicked(more visits brings rank higher)
Reviews: customer talks back… gives feedback… share info with other consumers
Customer service representatives should go on those reviews and reply to the post so they can show that they care about their customers… change/fix the problem and make the negative impression go away
Direct marketing= web marketing… persuade someone to do something à opportunity to test out ideas and see response, which ideas do customers favor the most?
Elementsàmessageàtestingàresponse (companies can track responses on the internet and understand how customers behave… and which messages should they use to target the right customers)
Drive demand up by increasing conversion rate and increasing site traffic (how many people viewed and responded?)
Conversion tracked through online sales, store/dealer/partner, phone calls, affiliate line, download white paper, fill out contact forms… design to get viewers to do something (land pagesàlearn-àshopàbuyàgetà use)
Offline conversion: print coupon (dealers can track sales and see how many people actually saw the ad and took action), call special number dedicated to that specific deal
Connectà social media marketà message passed around, linksà be responsive (hear customer comments and ratings and try to fix problem)
Change, build, improve à make things better and more attractive
Multi variant testing: different combinations and randomly selected to show customers on site and test their response rate(this helps in deciding which combination works best and can get the highest response rate)
Agile development: experiment as you go, try/add/change at anytime