19. NEW CUSTOMER RETURNING CUSTOMER
Goal Lead Loyalty
Asset
Awareness-Traffic
Motivation-Reputation
Engagement-Trust
Relationship (Feedback)
PAID MEDIA (ADVERTISING)
Search Marketing/PPC,
Affiliation/PPL, Buzz&Viral,
Display Adv, Mail Marketing
60% 0%
OWNED MEDIA (CONTENT)
Site, Blog & Social Media
Marketing, Content Marketing, SEO
40% 40%
EARNED MEDIA (CONVERSATION)
Reputatation Management, sCRM,
Newsletter
0% 60%
The perfect mix?
20. Ma lo scenario si complica
SOCIAL O
SEARCH?
SEARCH O
SOCIAL?