This week I reviewed the class sales genie assignment. The assignment was to search salesgenie and download not more than 100 leads of companies that might be of interest for a career search.
Although some had trouble with the search interface to begin with, students were favorably impressed with the amount of information that could be downloaded in a short period of time. Almost everyone said the biggest challenge was figuring out what they wanted to do, what kind of company they wanted to target, not the tool itself.
We have been talking about strategy in class regarding marketing technology and I would ask you to think about yourselves in this context as you enter the job market. That is to say, what makes you unique and what can you offer?
There will be some more sales genie sign up times as we work on the project. Let me know if you want to do some more searches. You have a unique opportunity to use your salesforce.com login to manage your job search this semester. We loaded the salesgenie leads into salesforce and you can add others manually or through the uploading process.
So what makes you unique?
Wednesday, February 2, 2011
Thursday, January 27, 2011
Restaurant.com project
Restaurant.com is a web-based ecommerce site that sells discounted gift certificates to local restaurants and we are doing a project with them. We will act as affiliates and drive traffic to their site. A portion of the proceeds will be then donated to charity. Restaurant.com uses most of the media channels we have talked about in class in driving traffic to its site.
In the project we ask you to plan, implement and measure the results of two media channels. What types of media channels are most effective today? We will see next week that companies are working to integrate information across channels so marketers can measure more effectively.
In the project we ask you to plan, implement and measure the results of two media channels. What types of media channels are most effective today? We will see next week that companies are working to integrate information across channels so marketers can measure more effectively.
Salesgenie.com and salesforce.com
This week we used both salesgenie.com and salesforce.com to pull down leads (salesgenie) and upload them into a contact management software (salesforce). Leads can be purchased or just acquired through natural interaction. I meet a lot of people and save their business cards so I can contact them later. I talked about how in my program I then transfer information into Exact Target, send emails and track back to salesforce.
These types of marketing automation programs often require transferring files in CSV (comma separated values) and we showed how to create those files in excel and work with them. This process may seem like a thankless task but is often how we get set up to do the marketing programs that we need to implement. Is there a better way?
These types of marketing automation programs often require transferring files in CSV (comma separated values) and we showed how to create those files in excel and work with them. This process may seem like a thankless task but is often how we get set up to do the marketing programs that we need to implement. Is there a better way?
Demand Generation
Marketing has evolved from just a few media channels to many and the customer is the focus as marketers move from push to pull. Demand generation refers to getting high quality leads into the top of the sales funnel. Leads may come from search, social, trade shows, in other words, a variety of marketing channels. Effective demand generation fuels growth.
In B2C, Dreamfield's Pasta uses SEO, PPC and WOM to attract customers and then uses email and social to continue involvement. The result has been growth in what might be considered a commodity product line, pasta.
B2B buyers are increasingly using search and word-of-mouth to make their purchasing decisions and involving the sales force at the end of the sales process. In this type of scenario, it becomes Marketing's responsibility to nurture the leads via multiple interactions and get the 'ripe' lead to the sales person at the right time. Sales and Marketing must work closer together than ever. How can companies overcome the traditional rivalry between the two groups?
In B2C, Dreamfield's Pasta uses SEO, PPC and WOM to attract customers and then uses email and social to continue involvement. The result has been growth in what might be considered a commodity product line, pasta.
B2B buyers are increasingly using search and word-of-mouth to make their purchasing decisions and involving the sales force at the end of the sales process. In this type of scenario, it becomes Marketing's responsibility to nurture the leads via multiple interactions and get the 'ripe' lead to the sales person at the right time. Sales and Marketing must work closer together than ever. How can companies overcome the traditional rivalry between the two groups?
Branding and positioning to create value
Marketing has evolved from mass to direct to interactive communication. However, the future is definitely in collaborative interaction with customers. Customers are interacting with us in many new and different media channels, which makes the issue of branding even more important to marketers. Customers search first, interact and then purchase and are more likely to work with a brand that they know or hear about from frineds. Companies that are going out of business today are those that most likely have not been able to demonstrate a clear point of difference. Think Circuit City vs. Best Buy or Kmart/Sears vs. Walmart.
The best way to make money is stil to offer new/existing benefits by which we are differentiated fromt he competition and offer benefits that are valued by the consumer. Branding positioning is the specific, intended meaning of your brand in the mind of the customer and we looked at a specific format for the brand psoitioning statement: To the Target Customer, our brand is the Category that Point-of-Difference. Although both low-cost and differentiation are ways to position a brand, low-cost is hard to sustain and even Wal-Mart appears to be moving away from that strict low-cost positioning.
We looked at four retail web sites, Wal-Mart, KMart, Nordstrom and Target and analyzed if the web site was consistent with their brand positioning. Do you have any other examples of web sites where the brand positioning and the web site are in synch?
The best way to make money is stil to offer new/existing benefits by which we are differentiated fromt he competition and offer benefits that are valued by the consumer. Branding positioning is the specific, intended meaning of your brand in the mind of the customer and we looked at a specific format for the brand psoitioning statement: To the Target Customer, our brand is the Category that Point-of-Difference. Although both low-cost and differentiation are ways to position a brand, low-cost is hard to sustain and even Wal-Mart appears to be moving away from that strict low-cost positioning.
We looked at four retail web sites, Wal-Mart, KMart, Nordstrom and Target and analyzed if the web site was consistent with their brand positioning. Do you have any other examples of web sites where the brand positioning and the web site are in synch?
Monday, November 15, 2010
Wednesday, November 10, 2010
Event highlighted successful IM grads!
November 2, 2010 Interactive Marketing Student Advisory Board Inaugural Event Summary
Thanks to Will Johnson for this great event summary!
On November 2nd, 2010, the Interactive Marketing program played host to a packed house of aspiring interactive marketers. Four successful interactive marketing program students shared their stories on how they found their first positions outside of college and shared the skills that they had learned from the program.
Tara Vanderheyden Invitations By Design (Class of '05):
Tara found her first position from networking with the professionals who frequently enter Barsema Hall to guest lecture for interactive marketing students. During her time at Restaurant.com, she was able to use her professional communication skills and knowledge of online marketing to develop a stronger relationship with Restaurant.com partners.
From there Tara founded her own company, Invitations By Design. She admits that without her college of business training, she would not have been able to even fathom the idea of starting her own business. She is a strong proponent of networking with not only businesspeople, but with friends and family, as anyone can lead to a new opportunity.
Courtney Danner ARS Interactive (Class of '06):
Courtney, armed with her knowledge of Search Engine Optimization and Paid Search, entered into a small agency right out of school. As the agency grew, so did her responsibilities and she quickly took up an account executive position. She now works with her clients to meet their business objectives using online channels. Courtney's work-life in an agency has been the most appealing for her and she encouraged the students to not rule out small companies and to instead, feel if a position is right for them and decide based on whether they could enjoy going to work everyday.
Ryan Eugene IT Supplies Class of '09):
Ryan graduated on a Saturday and started his job on the very next Monday. His overnight success was really a culmination of his studies in interactive marketing and then receiving a graduate degree in OM & IS from NIU as well. Ryan sought out a greater understanding of how data flows and is a strong proponent of life-long learning as he continues to improve his knowledge of technology. He found his position through the interactive marketing advisory board and has continued to take on responsibilities as he tacks on paid search campaigns and managing additional websites as a e-commerce webmaster for a mid-sized IT Supplies company.
Will Johnson Uline (Class of '10, degree expected in December)
Will found his position before he graduated. He received an SEO internship at Zebra Technologies through the interactive marketing program and then found a position at Uline, a large shipping supply company, performing paid search management. Will discovered Uline first through the many companies that students are exposed to in the program. His well-rounded knowledge of online marketing made him an ideal candidate even though he could only work part-time while completing his degree.
The career night gave students an idea of what to expect when entering the marketing world and allowed them to network with already successful alumni. After the event, amidst pizza and conversation, the current students shared their career hopes and the alumni gave a great deal of encouragement to these bright, future marketers.
This event was the first in a series of guest speaker events being held by the Interactive Marketing Student Advisory Board. Students on the advisory board meet with professionals who support the interactive marketing program and attend networking events from several marketing organizations.
Thanks to Will Johnson for this great event summary!
On November 2nd, 2010, the Interactive Marketing program played host to a packed house of aspiring interactive marketers. Four successful interactive marketing program students shared their stories on how they found their first positions outside of college and shared the skills that they had learned from the program.
Tara Vanderheyden Invitations By Design (Class of '05):
Tara found her first position from networking with the professionals who frequently enter Barsema Hall to guest lecture for interactive marketing students. During her time at Restaurant.com, she was able to use her professional communication skills and knowledge of online marketing to develop a stronger relationship with Restaurant.com partners.
From there Tara founded her own company, Invitations By Design. She admits that without her college of business training, she would not have been able to even fathom the idea of starting her own business. She is a strong proponent of networking with not only businesspeople, but with friends and family, as anyone can lead to a new opportunity.
Courtney Danner ARS Interactive (Class of '06):
Courtney, armed with her knowledge of Search Engine Optimization and Paid Search, entered into a small agency right out of school. As the agency grew, so did her responsibilities and she quickly took up an account executive position. She now works with her clients to meet their business objectives using online channels. Courtney's work-life in an agency has been the most appealing for her and she encouraged the students to not rule out small companies and to instead, feel if a position is right for them and decide based on whether they could enjoy going to work everyday.
Ryan Eugene IT Supplies Class of '09):
Ryan graduated on a Saturday and started his job on the very next Monday. His overnight success was really a culmination of his studies in interactive marketing and then receiving a graduate degree in OM & IS from NIU as well. Ryan sought out a greater understanding of how data flows and is a strong proponent of life-long learning as he continues to improve his knowledge of technology. He found his position through the interactive marketing advisory board and has continued to take on responsibilities as he tacks on paid search campaigns and managing additional websites as a e-commerce webmaster for a mid-sized IT Supplies company.
Will Johnson Uline (Class of '10, degree expected in December)
Will found his position before he graduated. He received an SEO internship at Zebra Technologies through the interactive marketing program and then found a position at Uline, a large shipping supply company, performing paid search management. Will discovered Uline first through the many companies that students are exposed to in the program. His well-rounded knowledge of online marketing made him an ideal candidate even though he could only work part-time while completing his degree.
The career night gave students an idea of what to expect when entering the marketing world and allowed them to network with already successful alumni. After the event, amidst pizza and conversation, the current students shared their career hopes and the alumni gave a great deal of encouragement to these bright, future marketers.
This event was the first in a series of guest speaker events being held by the Interactive Marketing Student Advisory Board. Students on the advisory board meet with professionals who support the interactive marketing program and attend networking events from several marketing organizations.
Tuesday, October 19, 2010
Mary Aurich gets full-time job from internship at Lever Interactive
Mary Aurich writes, "The internship at Lever Interactive went great! I am still there, and they offered me a full-time position upon graduation. I learned and am still currently learning a lot. I am currently working on my Google certification for the company and learning such tools as Google Ad Words and Analytics. I have learned so much and have used my knowledge from the Interactive Marketing Program! I am enhancing my understanding and skills in Microsoft Access (used for database analysis), SEO, Paid Search as well as enhancing my knowledge in programs such as Google Adwords and Analytics and other software such as Miva (ecommerce), and Merchant advantage.
I use these programs on a daily basis for pulling and creating customized reports for different clients. These reports all differ and consist of analysis on the performance from all the search engines, shopping comparisons, keywords, and adgroups the client uses for paid search as well as CPA, CPC and much much more! The solid foundation from the IM program gave me something to build upon at my job.
Depending on what client I am assisting, my roles and duties change.I have also assisted in some email marketing campaigns, new ad launches in new regions/markets, and assisted in the creation of new ad copy for some clients.I am also learning more about html and the backend of things. These are just the basics but the environment at Lever is constantly changing (depending on the clients needs), and this has helped me to stay up-to-date in an ever-changing world."
Learn more at http://www.leverinteractive.com/
I use these programs on a daily basis for pulling and creating customized reports for different clients. These reports all differ and consist of analysis on the performance from all the search engines, shopping comparisons, keywords, and adgroups the client uses for paid search as well as CPA, CPC and much much more! The solid foundation from the IM program gave me something to build upon at my job.
Depending on what client I am assisting, my roles and duties change.I have also assisted in some email marketing campaigns, new ad launches in new regions/markets, and assisted in the creation of new ad copy for some clients.I am also learning more about html and the backend of things. These are just the basics but the environment at Lever is constantly changing (depending on the clients needs), and this has helped me to stay up-to-date in an ever-changing world."
Learn more at http://www.leverinteractive.com/
Tuesday, October 12, 2010
Amy Obert uses her IM skills at Dex One!
Amy Obert reports that she works for Dex One and the says the company focus is to simplify the complex task of local search marketing for businesses. Dex One publishes the AT&T Yellow Pages and offers businesses advice and internet SEM/SEO solutions, direct mail, websites, and mobile solutions as well, both B2B and B2C.
Amy focuses on working with firms as a marketing consultant to their business. By learning about the business and its focus, their customers, their needs, and most importantly the volume they can handle over the coming year, she builds them a message and program that best fits their business needs, including websites, profiles, and print.
Amy says "Dex One is able to track activity on almost all key areas of their advertising solutions so we know where people are looking most frequently for the business. Based on budget and growth needs, we place the customers message accurately and try to ensure their ROI will be a positive.
I am regularly looking at what works best in the market, staying up to date on building brand recognition, awareness, and where people are searching locally. Facebook, twitter, & YouTube, are great ways for small business to network and promote themselves and improve their customer touch points. (without extending a large amount of time) Plus, these tools extend the reach of their paid advertising programs. "
Amy provided a link that tells more about Dex: http://www.dexknows.com/info/index.asp
and says that the firm offers business seminars to help in learning good ways to stay ahead of competitors. http://kmcontent.quris.com/dex/?xL4V.HPc.HXrNUUfqkoEYLoM0s70Rho2x
Thanks Amy for all the good info. Glad to see you are doing so well.
Amy focuses on working with firms as a marketing consultant to their business. By learning about the business and its focus, their customers, their needs, and most importantly the volume they can handle over the coming year, she builds them a message and program that best fits their business needs, including websites, profiles, and print.
Amy says "Dex One is able to track activity on almost all key areas of their advertising solutions so we know where people are looking most frequently for the business. Based on budget and growth needs, we place the customers message accurately and try to ensure their ROI will be a positive.
I am regularly looking at what works best in the market, staying up to date on building brand recognition, awareness, and where people are searching locally. Facebook, twitter, & YouTube, are great ways for small business to network and promote themselves and improve their customer touch points. (without extending a large amount of time) Plus, these tools extend the reach of their paid advertising programs. "
Amy provided a link that tells more about Dex: http://www.dexknows.com/info/index.asp
and says that the firm offers business seminars to help in learning good ways to stay ahead of competitors. http://kmcontent.quris.com/dex/?xL4V.HPc.HXrNUUfqkoEYLoM0s70Rho2x
Thanks Amy for all the good info. Glad to see you are doing so well.
Wednesday, September 29, 2010
Wen Long used her database skills and visited China this summer!
Wen Long reports that she was a Digital Solutions Summer Intern, ADP Dealer Services, Hoffman Estates, IL this summer. She used her database marketing projects to help her get the job by showing she could do quantitative analysis.
She then performed qualitative analysis on marketing efforts for the Customer Touch Team, rebuilt and formatted collected data to concise meaningful campaign reports, analyzed dealer campaign reports to determine overall effectiveness and the ROI for clients and identified the effectiveness of Dealer Direct Mail Campaigns vs. Email Campaigns through a rebuilt and redesigned report.
Wen also said that she was exposed to numerous digital advertising platforms and worked with Customer Touch Team and Management to develop statistics to prove program trends and benchmarks. She also fit in some volunteer work for Chicago Care this summer and some international experience, by visiting the ADP office in Shanghai, China. What a great summer internship!
She then performed qualitative analysis on marketing efforts for the Customer Touch Team, rebuilt and formatted collected data to concise meaningful campaign reports, analyzed dealer campaign reports to determine overall effectiveness and the ROI for clients and identified the effectiveness of Dealer Direct Mail Campaigns vs. Email Campaigns through a rebuilt and redesigned report.
Wen also said that she was exposed to numerous digital advertising platforms and worked with Customer Touch Team and Management to develop statistics to prove program trends and benchmarks. She also fit in some volunteer work for Chicago Care this summer and some international experience, by visiting the ADP office in Shanghai, China. What a great summer internship!
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