Last night Tony Pribyl talked about web marketing and advertising in my class. I always learn a little bit more when I hear him talk, a few things I hard last night:
One way to look at the web customer purchase funnel is General Awareness/PR (Attention) -> Content Sponsorship (Interest) -> Keyword Targeting/Offers (Action) -> CRM-Loyalty Mktg (Purchase)
The channel you use (web, magazine, TV) depends on your advertising criteria (targetability, scalability, etc.)
Depending on your goals, you can use different media providers: portals, search, ad networks, publisher sites (espn.com, etc.), and affiliates (network of smaller sites).
The Integrated Trinity Strategy as described by Avinash Kaushik in "Web Analytics--An Hour A Day" combines a user's behavior (clicks), experience (satisfaction), and outcomes (orders).
I am sure I'll learn more the next time I hear him talk.
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Aaron Burcell the VP Marketing from SmartyCard and veteran of many successful start-ups (WebTV, etc) talked about Go-To-Market planning at my class last night, great stuff. ... not establishing a product innovation and decision process - How (process and success metrics) and who (Product Manager, Product Board, CEO) makes the decision at every phase? Marty Cagan ("Inspired") spoke at my class last Thursday 2/5 Last year I went to P-Camp on the Yahoo Campus in Sunnyvale. Rich Mironov, Enthiosys, and many others all pitched in and put on a great "unconference." My Stanford class starts January 15th. It is in Stanford's Continuing Studies program and therefore in the evenings and open enrollment. Concise but Detail Rich Book Which Covers a Few Key Areas of Product Management / Product Marketing12/20/2008 Expert Product Management: Advanced Techniques, Tips & Strategies for Product Management & Product Marketing I am now famous for cracking the Twelve Days of Christmas code! Our thirst for energy will continue to grow as global populations and global economies continue to grow. The economic expansion of developing countries such as India and China and the increased globalization of the world's markets will only accelerate our needs. |
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