Slides from Todd's week 1 session

1. Boston University Summer Program
Università Cattolica del Sacro Cuore @ BU, Summer 2014
Interactive Marketing
Communications
The marketing world is changing rapidly, and many businesses are
rethinking how they organize and execute the marketing function.
This course explores the evolution of interactive marketing
communications – specifically about the increasingly integrated
marketing and corporate communications roles. We’ll touch on
advertising, PR, corporate communications, SEO, social media,
interactive and digital content and many other topics. The course
also includes a final project.

2. Who am I? Who are you?

3. Course Schedule

4. THE HISTORY OF MARKETING
Day 1

5. Todd’s 6 Eras of
Communication
1. Illustration*
1. Spoken Word
2. Written Word
3. Printed Word
4. Mass Media
5. Social Media
http://www.flickr.com/photos/37644376@N00/34021
850/
http://www.flickr.com/photos/darwinbell/155183682
/
http://www.flickr.com/photos/burwash_calligrapher/
6478042809/
http://www.flickr.com/photos/queen_of_subtle/4462
520710/
http://www.flickr.com/photos/videocrab/116136642/
http://www.flickr.com/photos/aslanmedia_official/62
92167103/
Used under Creative Commons licensing.
* Added by Kylie Keegan

6. History of Marketing
A History of Advertising by Henry Sampson
• Greece: Politics, with a little
commerce: Town crier, known to
announce sales
• Rome:
• Wine, with a little commerce
• Already jaded: “Vino vendibili
suspensa hedera non opus est”
– “Good wine needs no bush”
• Acta Diurna (Rome, c151BC) –
Daily Roman Gazette (Stone /
Metal)
• Libelli: Bills announcing estate
sales, baths, lost & found, etc.
• London: The rise of the
“billsticker” and the “bellman”

7. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
A History of Advertising by Henry Sampson
• The First Newspapers:
• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court”
• Notzie Scritte (Venice, 1556) – Cost one gazetta, leading to the name
• Strasbourg Relation (Germany, 1605) – First modern newspaper
• The First Advertisement: The honor probably goes to France’s Journal Général d’Affiches,
or Petites Affiches, first published in 1612

8. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

9. History of Marketing
http://en.wikipedia.org/wiki/Mail_order
http://www.chiefmarketer.com/direct-marketing/introduction-myths-of-direct-marketing-history-01102008
http://wayback.archive.org/web/20081211102142/http://directmag.com/history/birth-telemarketing/
• 1744: Benjamin Franklin sells scientific
and academic books by mail, offers
first guarantee
• 1872: Montgomery Ward launches first
catalog
• 1893: T.B. Russell writes article in
Printer’s Ink magazine titled “With
English Advertisers” with perhaps the
first mention of “direct mail”
• 1903: Preview of telemarketing when
the Multi-Mailing Co. of New York used
telephone directories as a source for
(postal) mailing lists
• 1905: Homer Buckley builds first direct
mail advertising business

10. History of Marketing
http://wayback.archive.org/web/20090108145433/http://directmag.com/history/1121-direct-mail-ww1/
http://www.prwatch.org/prwissues/1996Q4/ewen.html
http://www.economist.com/node/17722733
• Early 20th Century: L.L. Bean &
Sears take off
• 1906: Ivy Lee issues the first press
release
• WWI: Big transition from door-to-
door to direct mail
• 1916-1935: Eddie Bernays writes
Propaganda, The Engineering of
Consent and Crystallizing Public
Opinion (later used by Goebbels in
Nazi Germany)

11. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

12. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

13. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

14. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

15. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

16. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

17. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

18. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

19. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

20. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

21. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

22. History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

23. THE MARKETING PROCESS
Part 2

24. Your Class Project
• Form a group of 5 or 6 people
1. Name a team leader
2. Assign 1 or 2 items from the list on the next page to
each member
• Pick a company to “help.” The company must:
1. Be primarily English-language
2. Have a public website
3. Have an email marketing database visible on site
4. Have a social media presence (at least two social
networks)
5. Have a blog or some form of content marketing program

25. Your Class Project
• Prepare and present an interactive marketing strategy
and plan addressing:
1. One primary S.M.A.R.T.* goal for the business’s social
media efforts.
2. Customer Profile
3. Web site (SEO performance suggestions)
4. Email marketing suggestions
5. Content marketing recommendations (channel and
content suggestions)
6. Social media performance & recommendations
(channel and content suggestions)
7. 2-3 KPIs (conversion indicators) along the way

26. Where Measurement Starts
pecific
easurable
ttainable
esults-Oriented
ime Bound
Slide courtesy of Kami Huyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives

27. The Basic Questions
How do we start?
http://www.flickr.com/photos/npobre/2601582256/

28. The Basic Questions
Where are we going?
http://www.flickr.com/photos/tunruh/233316674/

29. The Basic Questions
How do we know when we get there?
http://www.flickr.com/photos/chokola/1229450683/

30. More Fundamental Questions
IS THIS TRIP REALLY NECESSARY?
or,
WHY SHOULD I CARE ABOUT NEW MEDIA AT
ALL?
or,
HOW DO I SELL SOCIAL MEDIA TO MY BOSS?
We’ll revisit these questions later…

31. Diffusion of Innovations
Theory
(or, the New Media Adoption Process)

32. Five Stages of Tech Adoption

33. The Marketer’s Arrow
Awareness Knowledge Interest Intent Action Repeat

34. The Sales Funnel

35. The Integrated Approach
http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel

36. The “New Marketing” Funnel

37. The McKinsey Matrix
Social media enables targeted marketing responses
at individual touch points along the consumer decision journey.
http://www.mckinseyquarterly.com/Demystifying_social_media_2958

38. What is a Conversion?
• A conversion is a measurable event that indicates movement through the
sales and marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate

39. PROFILING, CRM AND DIRECT
/ DATABASE / EMAIL
MARKETING
Part 3

40. Two Perspectives, Same
Dream
• The brand: Wants a unified view of the
customer (“social customer relationship
management”)
• The customer: Wants a unified experience
of the brand (“social business”)
http://www.flickr.co
m/photos/huzicha/
3292538266/

41. Evolution of Content
Marketing
Content Creation
Monitoring & Reporting
Platform Integration
Workflow Management
Unified View of Customer
1
2
3
4
5
(Social CRM & Marketing Automation)
(Where most people are today)

42. Creating a Customer Profile
• Give them a name, e.g., “Sally Spender”
• If necessary, include
– The User
– The Decision Maker
– The Influencer
– The Buyer
• There may be more than one
• Include both
– Demographics
– Psychographics
– Socialgraphics
http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx
http://www.businessesgrow.com/2013/01/26/forget-demographics-its-all-about-the-socialgraphics/

43. “Get to Know Me”
• Two ways to learn about your customers:
– Observe
• Easier and easier to do
• Testable (e.g., via A/B
Testing)
– Ask
• Harder
• Intrusive (when to do it?)
• More subject to bias
• Potentially more rewarding

44. “What’s in YOUR Email
Database?”
• Name (first and last –
use separate fields)
• Email (says a lot
about the contact)
– Location (based on
email domain)
– Company affiliation
(if work address)
– Social network
affiliation (via, e.g.,
MailChimp
SocialPro)
• Company Name
• Title

45. Opt-In vs. Opt-Out
• Opt-In = “Permission Marketing”
• Opt-Out = Minimum Requirement of CAN-SPAM
– Other Rules
1. Don’t use false or misleading header information.
2. Don’t use deceptive subject lines.
3. Identify the message as an ad.
4. Tell recipients where you’re located.
5. Tell recipients how to opt out of receiving future email
from you.
6. Honor opt-out requests promptly.
7. Monitor what others are doing on your behalf.
http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business

46. Opt-In vs. Opt-Out
http://mashable.com/2011/11/28/mailing-list-performance/

47. Opt-In vs. Opt-Out
• People who have actively opted in to receive
email open and click-through at much higher
rates than people that have been added to a
list without their knowledge
• Lately, opt-in is getting more people to open
the email, but it's not getting a significantly
higher percentage of that group to then click
on it
http://mashable.com/2011/11/28/mailing-list-performance/

48. A/B Testing Basics

49. What Can You Test?