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Everything in the context of C21 marketing" LSBU lecture

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Sue Fidler E-Consultant [email_address] facebook.com/suefidler @suefidler www.suefidler.com www.charityemail.co.uk www.charitybuzz.net
Please - interrupt - interact Sue Fidler
“ E-verything or Nothing” in the context of 21st Century Marketing
Why is “e” so different?
 
 
All of these “technologies” are one to many
And then...
 
It is still one to many - lots of “ones” to “lots of Manys”
Web 1.0 was… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
But then the world changed again...
 
 
Web 2.0 is a many to many revolution…
MARKETING TOOLS
What makes a good website?
What makes a good website? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Most visited sites in the world?
 
 
 
 
They are all useful, clean, easy to navigate and it is obvious what they are for and how to use them People no longer have time to browse.. They don’t visit websites, they use them
Single most important point CLARITY OF PURPOSE
Email From the invention of direct marketing back in the 1970s when the first CRM systems were developed the dream has been for fast, cheap, personalised marketing with instant reporting
Email / SMS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Email / SMS ,[object Object],[object Object],[object Object],[object Object],[object Object]
Other “e” tools
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
What do we mean by social media ?
www.convio.com
[object Object],[object Object],[object Object],[object Object]
www.convio.com
[object Object],[object Object],[object Object],[object Object]
Audience
[object Object],[object Object],[object Object],[object Object],So just how popular are they? www.convio.com
In every generation more than 80% of people think friends asking them to support a charity is an acceptable means of solicitation.
BUT....
 
 
http://www.andersonanalytics.com/ Sue Fidler
www.convio.com
Facebook: 38%
Branding
Match your branding to your audience...
 
 
 
 
 
 
 
 
Advertising
To whom? Pointing at what? Where?
To Whom? Do you know your audience well enough to know which sites they are on?
Pointing at What? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where? It is very very difficult to find sites who have tightly targeted audiences.
a surprising example: Sue Fidler
 
Stardoll generated more signups than Facebook, Twitter and YouTube combined Duane Raymond - Fairsay
 
Duane Raymond - Fairsay ,[object Object]
Integrated Marketing An Example Plan
dM Ask Reminder Teaser
dM or email Ask EMAIL Teaser EMAIL Reminder dM Ask EMAIL Teaser Online users open email before post
dM Ask EMAIL Teaser EMAIL Reminder Magazine Above the line TV Shop on website Email newsletter Facebook, Twitter, YouTube
Shop on website Shop DATABASE EMAIL
Moving forwards
[object Object],[object Object],[object Object],Web
[object Object],[object Object],[object Object],email
[object Object],[object Object],[object Object],[object Object],Social networking
[object Object],[object Object],[object Object],[object Object],[object Object],advertising
So... ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
The down sides…
Problems for marketeers… ,[object Object],[object Object],[object Object]
Problems for marketeers… ,[object Object],[object Object],[object Object],[object Object]
Key issues: ,[object Object],[object Object],[object Object]
Key issues: ,[object Object],[object Object],[object Object]
Key Questions for future marketeers: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Sue Fidler E-Consultant [email_address] facebook.com/suefidler @suefidler www.suefidler.com www.charityemail.co.uk www.charitybuzz.net

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Everything in the context of C21 marketing" LSBU lecture

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  1. matures/WWII 1928-1946 baby boomers 1946-1959 Generation X 1960-1978 Generation Y 1979-1995 Generation Z 1996-2012