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