Mastering the Art of Online Marketing

 

 

 

The Decision Process For Online Marketing

Buying a motorcycle, more so than buying a car, is a very personal process, and there are many factors, apart from price, that affect that buying decision:

 

 

 

  • Personal style (Crotch-rocket or Harley?)
  • Stage in life (Young and beginner? Married with children?)
  • Previous experience (First bike? Fourth one?)
  • Product features (Horsepower, reliability, service…)
  • Design features (Will it blow away your neighbor? Your golfing buddy?)
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Because of these factors, purchasing conversations aren’t at all simple.

So what’s a small-business owner to do?

 

Medium Effectiveness Key issues
Email  

High

 

  • Need a proprietary data base
  • No effort required in emailing
  • No cost
  • Email fatigue can be a problem; creativity needs to be kept fresh
  • Need to clean the base: purging duplicates, removing unsubscribers, removing dead emails
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Direct Mail  

High

 

  • Need a proprietary data base
  • Expensive: must create a mailer piece, print, put in envelopes and mail
  • Harder to keep track of and quantify
  • Need to clean the base: purging duplicates, removing unsubscribers, removing dead emails
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Web  

Medium/Low

 

  • Need to advertise on industry-specific websites to zero in on targets
  • Hard to identify and negotiate on a piecemeal basis
  • Need to create dozens of creative executions to ensure results
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Medium Effectiveness Key issues
Facebook  

Low

 

  • Not transactional (won’t track clicks on your website)
  • Relatively high cost to advertise
  • While having a page is free, it requires constant work to keep messaging interesting to encourage customers to come back
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Twitter  

Low/Medium

 

  • More transactional
  • Requires time and labor-intensive involvement to keep content fresh and engaging to encourage viewers to come back
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LinkedIn  

Low

 

  • There are no groups for custom-made motorcycles
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Instagram  

Low

 

  • Nothing except post pictures and events
  • No real actionable response tool
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Pinterest  

Low

 

  • Nothing except post pictures and events
  • No real actionable response tool
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Medium Effectiveness Key issues
Events  

Medium

 

  • If the event appeals to a targeted group or if there can be a fit between the group and the product, this is a great opportunity to deliver sales messages one on one, using brochures, business cards, promotional discounts and more
  • Events are expensive, and require a table/counter, brochures and people to manage the stand; they also take management time away from selling
  • Can Tweet and Facebook from the actual event
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Radio  

Medium

 

  • Radio can go beyond spots: a program or promotion can be sponsored, and a personality can be sponsored
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Newspaper  

Medium

 

  • Specific sections in papers can target very specific groups
  • CPM (cost per thousand) is the most expensive
  • Good production is not cheap
  • Needs several response devices, such as phone, web, email, SMS, others
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Mobile  

Medium/High

 

  • Many ways to address this medium
  • SMS included in every other communication in order to obtain quick responses and build a database
  • Advertising on mobile websites
  • Advertising on local maps (e.g., local Google)
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The range of available tools is huge and gets even bigger when one adds in consumer insight tools (e.g., online surveys, focus groups) and creative tools (including HTML5, online video and more).

Marcelo Salup
Marcelo Salup
Marcelo Salup's 30+ years career in advertising covers a wide range of everything. A wide range of roles -he began his career on the creative side, won 2 Addies, changed to media, included strategic planning and consumer insight and has been an agency owner several times. A wide range of venues: Spain, Latin America, International and the U.S.  A wide range of clients that go from automotive through banking, electronics, fast food, soft drinks and much more. His professional philosophy can be summed up in four words: “Only performance is real”. Today, he runs a successful strategic planning consulting,  Website

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