Your Online Marketing Strategy: Converging

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Your Online Marketing

Strategy: Converging

Tim Callen, MBA, MA

Sr. Technical Instructor, Kofax, Inc. Instructor for UC Irvine Extension

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You can’t do marketing

without knowing Web

marketing; you can’t do Web

marketing without knowing

social media; you must now

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The Web: From Static to Dynamic • We see a tendency toward

interactivity with our audience,

Consumer Generated Content (CGC),

and crowdsourcing -- leveraging the collective input from the community .

• Our Web marketing strategy migrates from one represented by a static one-way Web site, to one which is a

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• Think in terms of a Web presence

versus a static and independent Web site.

• Your Web presence represents your

digital footprint and should consist

of multiple strategies and tactics that include:

 Your primary Web site(s)

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• Use your branded points-of-presence along with your promotional efforts to build a relationship with your audience and cast a "net" to snag your target

audience.

• Use your corporate Web site as a “hub” for your audience to learn more and

respond to a call-to-action to

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Your Web Marketing Should:

 _{Involve a number of di}_ff_erent

channels: PC-based, mobile, social

media.

 Evolve with your audience.

 _{Be participative}_{: the “audience” is}

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Developing Your Social Media Strategy

• On the social Web, both consumer and marketer have an equal voice. The key

is: participation.

• Social media gives a “face” to your business online.

• Viral marketing is not by accident --

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Mobile Marketing

• Using mobile devices, networks, and experiences to achieve marketing

objectives in acquisition, conversion, and retention.

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• The mobile device is becoming the computer.

• Mobile is the new “normal”.

• Enable mobile as part of your online strategy to engage your audience on their mobile devices.

• Mobile represents a multi-channel experience for your audience.

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•

Mobile has become a transactional

device – not just an entertainment or informational tool (think about

banking and mortgage).

•

PayPal and Square are changing the way we exchange money for goods and services.

•

Customers have been reported to choose and switch financial

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•

When developing your mobile strategy, ask:

•

What functions will your mobile site visitors want or need to perform?

•

What actions would you like them to take?

•

Will they need the inherent features of the device: GPS, camera, or orientation (use of the accelerometer)?

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Smartphone adoption rate & emerging devices

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1

Downloads from mobile app stores

2

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1

Consumer engagement of mobile content

3

Downloads from mobile app stores

2

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• Your mobile marketing strategy might include one or more of the following:

• Mobile Optimized Website

• Mobile Applications

• Mobile Messaging and Display

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•

Mobile Optimized Website

•

Increasingly our audience is turning to mobile devices to access information and perform tasks.

•

Target the platforms that provide the

best results for you – usually a platform that targets a niche market or one that shows the highest saturation of your market (iOS or Android…).

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•

Consider a responsive design: the site will be determined by a script which detects the visitor’s viewing platform

and then loads the appropriate format – laptop/computer or mobile.

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•

Mobile Applications

•

Mobile applications represent

another opportunity to engage your audience and extend your brand.

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•

A variety of tactics are emerging to give enhanced value to mobile

applications:

•

Location or camera-based

functionality

•

Quick Response (QR) codes

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•

Mobile Messaging and Display Ads

•

Mobile can be used to communicate and engage your audience wherever they are in real time.

•

Tactics include:

•

Text messaging (Short Message Service)

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• With increasing velocity, computing and Internet technologies are converging.

• Provides the ability to use computing

capability without a predefined location or connection.

• Connect with your audience where they are!

Convergence of Technology – Social Media and Mobile Marketing

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• Tout, Vine, Instagram, and MixBit combine social networking with the power of video to share real-time experiences in a visual format.

• Social media platforms that allow users to shoot 15-second video or post pictures directly from

smartphones and webcams are taking the online world by storm.

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• These channels represent a

convergence of technologies

including Web, video, social media,

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Tips and Best Practices

 Don’t start until you’re ready to

commit the resources (time, people, money).

 _{Don’t get overwhelmed – implement}

in phases as your resources allow.

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Your Online Marketing Strategy: Converging