Online Marketing: Theory and Practice Integrated Media Fellowship November 2001 Agenda Introductions Why online Marketing strategy Marketing mix Examples Questions and answers Internet Users in U.S. (in millions) 127 121 113 70 59 10.7 14.1 17.8 25 7.6 1997 1998 1999 2000 2001 Red = Internet Users in U.S (Harris Interactive); Blue = Public Radio Listeners (Spring 2001 Arbitron Nationwide) Online Marketing Strategy Integrated marketing Part of overall marketing planning Online opportunities Clear purpose Know what you do well Unique selling proposition Types of Sites Informational – www.kera.org Selling - www.prms.org Service – www.wellsfargo.com Company/brand sites – www.pri.org Web Rules No field of dreams Give first, then sell Trust Pull and push Niche Types of Internet Promotion Search engines Linking strategies Viral strategies Public relations Traditional media Email publishing Networking Paid advertising Specific Examples Write a title page Use META data (keywords, page description) Submit page to search engines and directories Promote using traditional media Develop a free service Request links Issue news releases Capture visitor email (permission marketing) Email newsletters, signatures, lists Ask visitors to bookmark site, or make it home page Research viral marketing techniques Online Marketing Categories Initial Contact Return Visits Participation Loyalty and Trust Online Marketing Categories: Initial Contact Search Engines Write a page title; make use of META tags (keywords and description); Submit to search engines and directories <title>Minnesota Public Radio - MPR's Home Page</title> …<meta name="description" content= "Minnesota Public Radio's home page with MPR News, MPR Music, MPR Membership, MPR Talk, radio broadcast schedules, and links to its productions including A Prairie Home Companion with Garrison Keillor, Marketplace, Sound Money, The Savvy Traveler, The Splendid Table, Saint Paul Sunday, Writer's Almanac, American RadioWorks, Classical 24, Pipedreams, Midmorning, Midday, the Morning Show, and more."> <meta name="keywords" content="Minnesota Public Radio, MPR, mpr, www.mpr.org, mpr.org, MPR Membership, ,join MPR,MPR News,news,MPR Music,classical music,MPR Forum,MPR talk,radio broadcasts,radio stations,A Prairie Home Companion,Garrison Keillor,Marketplace,Sound Money,The Savvy Traveler,The Splendid Table,Saint Paul Sunday,Writer's Almanac,American RadioWorks,Classical 24, Pipedreams,Mainstreet Radio,Midmorning,Midday, Morning Show,American Public Media Group,public radio,Minnesota radio,your home for the classics"> Online Marketing Categories Revisits: On-Air Forward promotion depends on scope of campaign (two weeks is typical) Heaviest promotion near deadline of offer Revisits: Email Publish an email newsletter Capture visitor email addresses (request to send updates) Install a signature in your email program Buy a text ad in an email newsletter Online Marketing Categories Participation Loyalty and trust Find out what visitors like best Use open-ended questions Consider a reward mechanism Privacy statement Terms of use Measuring response Use your ISP’s statistical package Purchase Web traffic analysis software Holiday Programming @ MPR Live concert at the Mall of America Online components (postcards, content, calendar) Print promotion (member guide, holiday card) Membership email (18,000) Stay Informed E-mail discussion lists - www.clickz.com Newsletters – www.iconocast.com Online publications – www.channelseven.com Search engines – www.searchenginewatch.com Market research – www.cyberatlas.com Newsgroups – www.deja.com Using the Internet to Market Membership Nothing Works In A Vacuum All Promotions work together On-air Online Renewals Direct Mail, Email Telemarketing Events, etc. MPR On-Air Strategies Stress the value of the service No premiums under $120 (as of Nov-00) Promote $1000 (& above) in almost every break Continue to mention levels by monthly payment amount ($10 a mo/$20 a mo) Offer combo thank you gifts at higher levels Online Follows On-air lead & uses the pledge form the same way it is used in the phone room Offers standard premiums with pictures and detailed description On-air, mail and email drive people to website Make it as simple as possible and you can lead them to where you want to go Streaming Audio Pop-up box MPR Website Previous Sign-Up Method Average Gift $59 Current Method Average Gift Upon Changeover $93 with new On-air strategies $146. Renewals Mailings continue normally around drive Pledge premiums the same for all – new, renewal or additional gift Included in any special mailings done for drive November 2001 – 993 with an average gift of $149.32 Lapsed Mail Longer lapsed, selected names using Target Analysis Short term lapsed, sent simple invoice Mailed before drive with follow-up phone. 208 responded during drive with an average gift of $160.25 Additional/Challenge Gifts Additional Gift mailing with follow-up phone During the drive 218 of those mailed responded with an average gift of $137.90 Challenge message both in phone and mail Emailing and Pre-Drive Mail Gather member Email addresses on pledge form for newsletter Email to 18,438 members, 621 responded, average gift $155.14 and 4,175 lapsed members, 136 responded, average gift $132.75. Emailing and Pre-Drive Mail Pre-drive Keepers postcard. Mailed to 17,779 Morning Show interest listeners and Keepers owners. 686 responders, with average gift of $141.60