Presentation highlighting opportunities to cut costs and improve marketing return in a down economy.
Here's where I crowd sourced my topic (choose your own presentation from the 3) gp.offmadisonave.net
2. 3/25/2009
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It takes more than just good ideasβ¦
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Opportunity 1 β Review Budget Allocation
90% Traditional - 10%Online At Least 20% Online (growing)
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Opportunity 2 β Prioritize Expenditures
β’ Rank activities based on
likely ROI
β Maximize exposure for
most likely pay-offs first
β’ Search, email, relationship
building
β Ask questions:
β’ Will this new βxβ move the
results needle further than
smarter tactical execution?
β’ Is data available to prove
demand?
β’ What can be done
effectively in house?
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Opportunity 3 β Reduce Reliance on Paid Media
β’ Make your budget work
as hard as possible for
as long as possible
β Allocate budget to create
assets that will last
beyond the campaign
β’ SEO, landing pages,
microsites, relationships
β Make sure the media
you do purchase is
highly targeted and
converts
β’ Landing pages, rich media
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Opportunity 4 β Audience Understanding
β’ Relevant communication
converts best
β’ Explore your clientβs
customer knowledge:
β Why have they converted
in the past?
β What do they want? What
are they saying?
β Behavior trends?
β’ Questions remain?
β Survey, mine databases
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Listen To The Target Audiences
Social communications findings are tremendously
helpful, but what about search data?
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Opportunity 5 β True Marketing Integration
β’ Create consistent
experiences across
mediums:
β Is your client ready to
nab interest created?
β Does offline creative
and messaging match
online?
β Do calls to action work
efficiently together?
β Can assets be
repurposed across
mediums to save $?
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Opportunity 6 β Test Everything
(including offline creative before production)
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Opportunity 7 β Lifecycle Marketing
β’ Segment lists and communicate with current and
potential customers based on:
β Past behavior
β Stated interests
β Desired communication methods (direct mail, email,
mobile, etc)
β Loyalty level
β’ Added benefit β costs are often reduced and
responses increase
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Opportunities 8 - x
β’ What are we missing? (added from audience
participation)
β Agile Web development that allows for easy/swift site
changes and testing
β Teach clients how to fish (especially with social)
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Predictions for Client Demand
(when larger budgets return-within 2 yrs)
β’ Branding and design
resurgence
β Holding budgets back now
β’ Blurring of disciplines
β’ The expected norm:
β Prioritization for ROI
β Multi-channel integration
β Testing
β Cross discipline strategy including
direct communication
β’ More agency consulting, less
agency βdoingβ
Thanks for your time
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