How to Start Your Marketing Plan – Part 2: The “Dreaded Marketing Objectives”

How to Start Your Marketing Plan – Part 2: The “Dreaded Marketing Objectives”

Great! So, here we are. We have done our initial homework and really have wrapped ourselves in our customers skin (well, not literally, that would be very creepy and take away some of the people we could sell our “Cool Thing” to). We have a great understanding of who our customers are and what they are really in need of. We may have done interviews and even come up with some very detailed personas. (See Part 1: Know your audience!)

Now, I’m going to skip defining our branding and unique value proposition, as I’m going to pretend we already have those little bits of business goodness already completed. They each deserve a post of their own anyway, so let’s just move….

on to our business and marketing objectives!

Now (and this can be done while you are still working on your customer research) we get to do the fun stuff! We get to map out the goals and outcomes we are looking to accomplish and create a timeline as to when we expect to meet them. Let’s not forget that we need to create the right KPIs (Key Point Indicators for our newer marketing friends) that will allow us to really track if we are on the right path and able to hit those targets.

What does that mean?

For example, if we want to sell 1000 “Cool Things” a month to start, we might consider “conversions by channel” strong KPIs to watch. In turn we need to track what we are doing for marketing those channels. This way we can adjust what we are doing as we need to try to hit our goals. Are we lagging on getting affiliates signed up? Is our email list way too small? Is our SEM (Search Engine Marketing) budget too low for the keywords we are targeting? Are we using retargeting to our best advantage? (More to come on that, my friends, in a later post.)

We then need to plan out exactly what has to happen for each of the best marketing areas to get the fastest result as well as the long-term gains. Pre-build and automate as much as possible with the understanding that we will need to adjust accordingly based on market conditions, industry changes and testing results.

Now Get Busy!

After that, it’s a matter of doing the work – and it can be a lot of work depending on what you have put in that marketing plan! All the while tracking, analyzing, testing, tweaking and going back around again with our new knowledge to keep hitting and exceeding the goals we set for ourselves.

We get to set up our paid search, display, SEO (Search Engine Optimization) strategy, social marketing, email and whatever else we think we need. First do the things we think will work easiest and fastest with the lowest cost to enter the game. Then move on to the more complicated. All the while watching those KPIs and tweaking as you go. A great thing about the digital space is that it’s easy to make changes very quickly, so as soon as you see something not working, you can move on it.

Some basic steps to come up with the marketing plan.

  1. Define our target audience (using demographic and psychographic research, surveying and market research, personas, etc.)
  2. Define our brand
  3. Define our complete value proposition (usually taken from business plan)
  4. Define our business goals (usually taken from business plan)
  5. Define our marketing goals (ie: goals, desired outcomes, timeline)
  6. Define our marketing channels (online and offline and changeable based on target/persona demographic/psychographic differences)
  7. Decide on the highest marketing return opportunities and create strategies surrounding them
  8. Create an annual marketing calendar
  9. Build out and automate as much in advance as possible for each channel (with the understanding it will change as events unfold and technology and the business model evolves)
  10. Create a plan for ongoing requirements and steps to track and test each marketing area
  11. Adjust and tweak based on testing

Your marketing plan may need or call for more or fewer steps depending on a variety of things like budget, product or service and timeline, but you get the idea.

Just make sure when you are starting your marketing plan, you have your customer in mind and you are going in the right direction!

(See also:Part 1: Know your audience!)

How to Start Your Marketing Plan – Part 1: Know your audience!

How to Start Your Marketing Plan – Part 1: Know your audience!

I really can’t emphasize this enough… KNOW YOUR AUDIENCE!

You have a business – a GREAT business, a fabulous product and the most amazing idea that everyone will totally love – so what now? How do you get that amazing “Cool Thing” in front of the eyes of the amazing, cool people who will want it?

You need a plan… a solid strategy and an actionable plan for the marketing of your amazing “cool thing”!

Well, we know what our “Cool Thing” is. We worked hard on our “Cool Thing’sbusiness model. We filled in all the spaces… dotted the i’s and crossed the t’s. We know our value proposition, target customer segments, distribution channels, core capabilities, cost structure and how we will make our profit. But, how will we market our “Cool Thing” over the course of time? What steps will we take? What is the best way to get to the word out… and even more importantly, get the money in?

Who is your audience?

We need to really figure out our customer (typically begun in the business model) and understand what their need is and where we fill the void.

Ask yourself:

  • Do we have different types of customers? If so, who are they?
  • What do our customers want and need?
  • What are their challenges?
  • What will we give them to solve their problems or fill their desires?
  • Why will we matter to our customers?
  • Why do they need us or more importantly “want” us?
  • What is our true value proposition?
  • What is it that makes us special to our customer?

  • Now we have to find out how to reach them. How do we get to each of these potential customers and really talk to them? Remember, we need to have a conversation with them about how we will solve their problems… how we help make their lives better. We need to know each specific segment of our customer to understand where to speak with them and just as importantly, “how” to speak with them.

    We should know the basics from the research we have already done in the business model and have made some assumptions based on our own knowledge, but we need to flesh it out further and really find out how to reach our customer.

    They won’t magically find us. We need to find them. Be wherever they are!

    So, now ask yourself:

  • Where do our customers go?
  • What are their interests?
  • How do they typically find what they need?
  • What are they searching for?
  • How do our customers search for and get information?
  • How can we be there at every possible consumer touch-point?
  • Where is the lowest hanging fruit that will cost us the least in money, time and upkeep to start?

  • Create some personas if you can. Marketo has a good “persona cheat sheet” for you to get started. It pretty much relies on you conducting actual interviews, but to be fair… that is really a good place to start.

    You can also check out this nice little persona recipe from the UX Lady. It’s a bit more user friendly than Marketo’s and it really gets into the heart of your customer as well.

    You have to do your research to make the magic happen. Don’t rely just on your gut because a lot of time the ego will get in the way and you can easily make incorrect assumptions not based in fact. It’s not about YOU it’s about THEM! Keep that in mind!

    Start with asking WHY! And then ask WHO!

    Let’s get busy on that for this week. Next week we move on to “Part 2: The Dreaded Marketing Objectives”.

    UX? What’s That?

    UX? What’s That?

    We recently spoke about UIs (User Interfaces for those who were not privy to my fabulous blog post of yore). Well now I’m going to take you back another step and try to hit on the whole User Experience (Get it? UX) – which is really the first step.

    You can’t make a great UI without first understanding what a great User Experience should be.

    Sometimes it’s easy… super easy. Doorknobs for example, offer a great user experience. Somebody needs/wants to get through a door to the inside/outside, they walk up… turn the handle and – wahlah! They get what they wanted/needed! Success!

    Usually it’s not that easy. But whether the UX is easy or more difficult to design, it can still be amazing to the end-user. You just have to think of them first!

    So how do we think of the user first? Here is the way I initially approach it.

    The UX process:
    When I try to create an amazing customer-centric user experience, my first task is to really get to know the audience. Who are the people we talking to and what are their goals and needs?

    It all starts there. We ask the users, we go through previous data we might have, we do our research.

    Then we break those users down into more distinct personas. We more than likely have a variety of users who have the same (or very similar) need or desire, but are not the same in how they would typically get to them. They think differently and interact with things differently based on a variety of factors.

    There are also customers who have a different need, but what we do or the product we provide will also solve for that as well. So we try to break those down as well so we can begin mapping the best possible way to allow them to get to where they ultimately desire to be.

    Once we have that laid out we can begin looking at the touch-points (and channels) it will take to get them there and map out a way to make it as easy and beneficial as possible to get to that goal.

    Now it’s a matter of making sure to build this principle and thought process into each channel of consumer interaction (on and offline). It’s not just about the web or the shop or the smart phone, but all the pieces together that give the truly valuable user experience.

    And we test. We test with customer conversations, surveys, usability and whatever other ways we feel have validity with this particular user.

    Once you have that, you can begin building and creating the products/ processes/ layouts across all channels (or even just one). And here we get to test it some more, because as people and their interaction with new technology as well as media changes, so will these touch-points.

    Nothing ever stays the same for long. Everything is evolving and the more we test and evolve with it the more we give the user the best experience they can get… and isn’t that the goal?

    Isn’t that what you would want for yourself?

    Make an amazing UI

    Make an amazing UI

    That’s User Interface for those of you still learning the ins and outs of all things Interactive.

    I’m working with a client who has this amazing product. It fills a void, it services a whole sub-industry of people who have nothing like it now and it is a transparent overlay for many existing products that hundreds of thousands of people use currently.

    Here is the issue… nobody will ever use it. Why? The UI.

    Today we are all used to things being amazingly easy. Apple was the first to give us products that although perhaps not truly easy to use, looked and felt easy to use! That’s the key. Make life easier for somebody! Make it simple… or at least FEEL simple AND fill their need and you will have won them over.

    You can give somebody the most powerful, chock-full-of-ingredients tool in the world, but if they can’t get it rolling without an instruction booklet or how-to video, you have lost them… Ikea furniture and Christmas morning tricycles not-withstanding since those are obligatory items we must have no matter the inescapable difficulty.

    But, when it comes to online products there are just way too many of them out there (I know, I know… nothing is as good as yours!) to offer people something that isn’t incredibly intuitive and easy to use. They will just install something else as soon as they become frustrated. It’s just that easy with digital products at an ever-growing high and today’s super speedy download times.

    So what makes a great UI?

    Well, we talked a bit about the KISS factor (keep it simple, stupid) already, but what does that mean? Yes, there really are standards, but everything varies from product to product and audience to audience. What will work with one target group may not work with another (this also holds true in the same industries with slightly different target audiences – think Pepsi and Coke for example), so don’t read this or any article (although 7 unbreakable laws of user interface design is a very good go-to for UI tidbits) and think you can build the perfect UI on your own!

    Also, remember TIME CHANGES EVERYTHING! People interact with all things digital very differently now than they did even 6 months ago. Don’t get stuck! Grow, change and evolve! Everything is in beta when it comes to Interactive!

    For now though, here are a few things that should help:

    • Noticeable call to action buttons in stand-out colors for the main “actions” a person needs to take to get what they need
    • Make sure those CTAs (calls to action) are at the point of action
    • Also make sure those CTAs are actual ACTIONS (eg: Buy Now, Save and Exit, DO IT NOW!, etc.)
    • Simple fonts and focus
    • Make it visually attractive (but stylish based on brand, message and audience)
    • Keep icons obvious (don’t make people click around until they figure it out)
    • Break it down when there are more than a few steps (especially important for purchasing, shopping carts, registrations, etc.)
    • Don’t ask too much! The fewer questions, requirements the better
    • Add social for virality but do it AFTER the user gets what they need
    • Make it even easier for your user by using Google or facebook login options, if possible (no, I’m not promoting Vimeo – they don’t need me for that), just showing you their login options)

    This is far from a complete set of items that you may or may not incorporate into your Interactive products design, but it’s a start.

    Here are a few more good places for more thoughts and ideas:

    What the Heck is Branding?

    What the Heck is Branding?

    I had a chat with a friend recently who is looking to take his business to the next level. We were talking about websites and marketing and standing out from the crowd. I asked him about his brand. What makes it special – different from the rest of the competition? Who is his customer and what is it that draws them to that brand – his shop? He didn’t know. He wasn’t really sure what I meant by “brand”.

    Let’s just take a look for a second at this concept of “branding”. He like many people, think of branding as the logo, website, marketing or advertising when actually your brand has much less to do with those “outward-in” business tools and much more of an “inward-out” story about who and what compromises the essence of the business. It’s the sum of experiences and messaging about your shop, products, services, value… all of it. It comes from the inside of the company structure, not from the last cool commercial you created (although cool commercials might be a part of your brand). It’s who you are and what you stand for. It’s the promise to your customer that you are something special.

    If you are a shop selling jewelry, for example what is it that makes you special or unique to the market? Are you the highest quality gemstones or one of a kind jewelry design? Do you sell reasonably priced jewelry with loads of selection? Are you experts in your specific niche of the jewelry industry? Do you have the market on black pearls or Hawaiian styles? Do you have the best customer service in the industry? Do you give back and are environmentally caring? What is it about you that makes you – you?

    Once you have that, then you can work on the rest of the “outward-in” stuff like your logo and your website design. All those things like your business cards, digital marketing strategies and campaigns, content and voice have got to come after you know who you are on the inside. Then you follow through in all areas of your business with that story. Emphasize it, shout it from the rooftops! Make sure that voice and message is in every single point of contact with that consumer.

    All the best brands in the world have that. Brands on the down slide have lost that focus.

    Think about Apple. Apple screams who they are in every ad, web page, store front and commercial. Of course we may not all like what they are screaming, but it’s crystal clear. And the people who are their target like it, which is what they are aiming for. Good branding is about knowing who you are and who your target audience is. Then getting that conversation going with them in the words they want to hear.

    Keep in mind, it has to be real. If you tout yourself as having the best customer service, you better have it. If you say you serve the best seafood in town, it better be true. If you promise the best quality merchandise then your customer better not be getting knock-offs and inferiors. Keep your brand real and pure and those people who have an affinity for it will stay true and loyal to your products.

    Take a look at Seth Godin’s brand definition which I think really nails it.

    Looking Up

    Looking Up

    I’ve been starting this new C25K thing that a trainer at my gym told me about. It’s a cool little app that helps you get your body from cookie eating on the couch into the kind of shape you need to do a real 5K. It’s been a struggle for me, but I’m slowly but surely moving forward with it. It’s a goal that I am very excited about.

    So, as I was huffing and puffing on the path the other morning, I noticed something interesting about myself. It seems that the days where I have perhaps not gotten enough sleep or perhaps overindulged a tad the night before, I have a tendency to keep my face down and watch my feet and the actual path I am jogging (OK, mostly “walking” in my case, so far). I find that on the days I am well rested and really excited about doing the run and making it to the finish and how great I am going to feel once I can actually do, I have a tendency to look up and watch where I am headed to my actual goal and the view along the way.

    It seems like that is the way it happens with business for me as well.

    I notice when I am not happy with what I am doing or the direction it is taking, I have a tendency to look at the tasks and just try and put one foot in front of the other to get it done. On the other hand, when I am excited about a project, where it is headed, what we are achieving… something very different seems to happen. I’m looking ahead. I look to the goal – the “win” – and I find myself flying passed the hurdles in the way.

    Same as I do with the C25k.

    Because I am so thrilled with the prospect of the outcome and I can see that goal within my reach, I can whip through the tasks needed to get there. I enjoy them, and yes, even thrive on them.

    Be motivated by the idea and promise of what you are achieving and your eyes are on the goal.

    So the question is, what do we need to make sure our eyes are on the “win” How can we keep our heads up and looking at the where we are headed and not slogging along watching our feet? What do you do to keep motivated and moving forward?

    I know for me, it’s about just taking a breath and looking up. Once I do and see the beauty of what is surrounding me and how my goal is not just possible but ahead of me, it is so much easier to move those feet forward and get there! It’s also a lot easier to steer clear of the trees along the way!

    Quick SEO Tips for Content

    Quick SEO Tips for Content

    I get asked about search engine optimization all the time.

    People get really crazy about bringing new eyes to their website. I’ve had many conversations about it with other Interactive people, business owners and marketers. The really important question here that hardly anybody ever asks is “Are we ready for new site traffic?”

    I can send a million people to your site, but who cares if they leave right away or don’t convert because the experience is bad. Make sure you are ready for those eyes before you spend oodles of money on getting them there.

    OK, so let’s just say you have the best user experience in the world on your site and you are ready for business… now what? You can’t pull together a budget for paid search or display ads right now, but you want to get some new organic viewers to come by and see the magic you have created. You know once they get there they will absolutely fall madly in love with your fabulous false eyelash trimmers if they just knew that you had them.

    What do you do?

    First of all stick with the timeless things to start. The things that don’t have an expiration date by the name of “When Google finds out this will all end”.

    Let’s talk about content!

    1. Content, content, content: I’m not talking about re-posting somebody else’s articles or keyword stuffed pages of nothing of value. Spend a few minutes thinking about the person you are trying to have a conversation with – your audience. Now talk to them. Help them. Fill whatever void or need they have with that content.

      What questions do they normally ask? What are they looking for? How can you solve their problem? And don’t keyword stuff! It doesn’t work anymore, people!

      Write for your audience first, Google after!

    2. Keywords: Now we get a little technical in the sense that yes, you do need to use keywords in your content to really optimize your pages. Use terms, not just keywords. What does your audience need and what do you do to help? If you are selling “fabulous false eyelash trimmers” chances are not that many people will be searching for those words, so don’t get crazy with them.

      Think of the typical words people use, not the ones you WANT them to use. If you are selling those awesome lash trimmers, you are never going to rank well for “cosmetic surgery”, so stop trying! I’ve seen clients (and agencies) come up with terms that are so far-fetched they make no sense at all, but somebody at the C level thought they were the ones to go for or some tool spit out the term as being important. Just say no!

      Think about the need your customer has and how they would search for a solution. Sure, you can use one of the myriad keyword suggestion tools out there, but use your common sense as well. You know your customer, so use the real language terms they would use when searching. Don’t get crazy putting them in your page, but use them appropriately. Remember, you are writing for a person, not just a spider. Keep is simple and keep on topic!

      A little technical now – trust me, it’s not that bad and you can use this as a checklist:

      • Best keywords and terms should go in the title of the page
      • H1 tags are awesome to surround the titles with, but make sure you only have one set of H1s per page! Sometimes you get a bad WordPress template or a developer who doesn’t know anything about SEO and next thing you know there are 3 or 4 H1 tags floating around a single page. Not good.
      • The higher on the page, the better for the keywords SEO.
      • Use links to important pages on your site (and don’t be afraid to link out to other sites if it seems right) and when you do, don’t use URLs as your links. Use actionable text with keywords in them such as “Be sure you don’t knock over the person you are dancing with the next time you are at Liv by trimming your false eyelashes before you go out!” Link to a how-to or your product page or something else that fits.
      • Only use one link to the same URL per page. Google will only notice the first link, so make it a good keyword term.
      • The higher on the page, the better for the links.
      • Don’t put an image as a link above a text link. Again, Google pays attention to the first link to a specific URL and if it isn’t text, the keyword term won’t get the credit for your SEO.
      • Don’t use the same keyword terms over and over. It’s faking it – you’re trying to write for the bots and not the people. Keyword density is an outdated convention and irrelevant.
      • Keep writing. Update your content as needed if you don’t blog (and don’t feel like you HAVE to blog, if it doesn’t fit your business). Write new information if it is relevant to your user. Freshness is important.

    Now you have a bit of homework to take back to your own website today and you can give yourself a little SEO boost along the way. I hope it helps!

    And, if I missed anything, don’t hesitate to let me know!

    How to Stay on Top of the Technology

    How to Stay on Top of the Technology

    Technology – and let’s be clear, I am talking about all technology, but ESPECIALLY technology in the Interactive space – is always in a never-ending state of change. It is in continuous flux and always undergoing a metamorphosis of one type or another. It’s not only in that constant state of motion and re-creation, but it’s also really the one thing these days that truly has the capability to disrupt the way things are done all over the world.

    It’s all about paying attention to your market and the new technology and seeing ways to fit them together “WHERE IT MAKES SENSE”.

    Nothing makes me crazier than hearing about some company that comes out with a mobile app that does nothing but act as brochureware or similar just because somebody told them they should have one… because all the cool kids are doing it. UGH!

    For example, what did I do before I had my smart phone? How did I find out what time it was or how to get from point A to point B? How did I ever know what the exact temperature and what was that big bulky machine next to my bed that I needed to get up in the morning? I have replaced at least a dozen products with my one now… and it fits in my purse. Joy!

    Now, I’m sure we could debate at length if this speed of new technology makes us better off or worse (I vote better), but that’s not the point. That ship has sailed. Technology changes are happening with every keystroke I type and you and your business can’t be left behind or somebody else will be right there to take your place (or recreate your business in a better way – Say goodbye, MySpace and Alta Vista).

    So what are you to do?

    As somebody in Interactive strategy, production and marketing; I have a deep passion for this emerging technology and change. I want to be a part of this magic and really create something amazing that will disrupt the way we do things in the future. As a business owner or employee in another field, it is hard enough to make your own magic happen in whatever industry or position you are in much less keep up with what crazy new “thing” is going on in the digital space.

    You know you should have an idea what new things are coming down the road. You know you need to understand enough of what is going on to know what may be able to move along your business or help make your job easier and better. You know how important it is to keep improving and growing.

    Take Amazon for example. They saw the changes in the way people absorb information and the ease of how people can get digital information and read from anywhere at any time. They created easier ways for people to get this information and now Amazon sells more e-books than printed books.

    OK, so where can you go to get information that may be important to you about emerging technology and Interactive marketing, strategy and production?

    • TechCrunch: What can you say about the king of all tech blogs. It has it – all and in doses that will not make your brain explode if you are not a die-hard techie.
    • Wired: Also a leader in the tech field. It has future forward thinking and a lot of great in-depth articles on the latest and greatest in all areas of technology including science and business.
    • Mashable: One of my personal favs although it has a lot more than current and upcoming Internet related information. You ca also check out US & World, Watercooler and Entertainment.
    • The Next Web: A hot colorful look into what is and will be in today’s Internet. I like it.
    • The Verge: A newer to the game upstart with lots of cool kid information on not only emerging technology; but also business, design and culture and more.
    • WSJD : Do you like reading a lot of stuff and have a love of verbiage? If so this might just work for you! It’s the Wall Street Journal’s tech section of their blog. It’s got a lot of information, in the fun-filled WSJ style. Enjoy.
    • ZDNet: A classic, but still chock full of information. OK, mostly for true IT and IS types, but still has some nuggets.
    • ThinkGeek: And this one is just my gift to you… ThinkGeek is a tried and true paradise of fun stuff that any of us geeks would love to have ( you might want to take notes for my upcoming birthday). They offer things for every geek flavor in your life such as A Feast of Ice & Fire – Official Game of Thrones Cookbook, Star Trek Enterprise Bottle Opener, Doctor Who Adipose Stress Toy or the ever useful Death Star Ice SPHERE Mold.

    Now, there are a lot of newsletters and Linkedin groups and other things that do have value, but I’m intentionally not going into that in this post. I hope you find some of these useful and if I have forgotten any that should be added, make sure to let me know!

    What is an Interactive Strategist / Producer / Marketer?

    What is an Interactive Strategist / Producer / Marketer?

    I get asked what I do pretty much daily and I used to have a hard time explaining it.

    I say I’m an “Interactive Director” and I get a blank stare back and a comment like “Oh, you do websites”? I then would try to go into the nuances of what “Interactive” really means. How digital marketing differs from traditional marketing. How the new world digital marketplace is a continually growing and evolving beast where you always have to be paying attention – keeping up – or else you get devoured. How the space includes all your standard interactive things like web and mobile, but also amazing new things like interactive billboards, packaging, and one of my favorite cool disruptive technologies as it focuses on ecommerce – virtual subway shopping (yes, an actual virtual wall of products you can look through and buy from as you are waiting for a train – Say what?)… and let’s not even forget interactive paper!

    Well, as you can tell, this kind of explanation can take a while and get into a lot of detail that not everyone is as passionate about as I am (don’t get me started on “emerging and disruptive technology” – No really… DON’T!). What most people are truly asking is “What is it that you do that can help me”. So instead of going into all the ins and outs of the digital landscape today and where I think it’s going tomorrow when they ask me what I do, I have learned to narrow it down to this (now I warn you – this is not for the squeamish):

    I make (sh)it happen online… and I (try to) make it amazing!

    That’s basically it in a nutshell.

    Anyone in the Digital or Interactive strategy, production or marketing space makes (sh)it happen online, in mobile and in any other digital medium they are lucky enough to work in. We look at the business goals and we come up with ways to accomplish them in the Interactive space. We combine a knowledge of tech and marketing. We are part business strategist, part project manager, part tech geek and part marketing whiz if we are to do it right. We need to really “get” what the goals are (sell more widgets), who are target audience is (widget lovers around the world) and then come up with the plans to make that happen… mainly in the digital space.

    It’s really an easy 11 step formula:

    1) What is the goal?
    2) Who is the audience?
    3) How do we get the audience what they want/need?
    4) Come up with the strategies needed for #3.
    5) Create a plan based on #4.
    6) Gather the resources, organize, move forward.
    7) Tweak and adjust as things change around you!!!!
    Always remember technology changes will not wait for you to finish your product/project! Be ready to spin on a dime if you need to! Change is a part of growth. Get used to it!!
    8) Test and analyze
    9) Back to #7 (for the record, #7 and #8 can go around a few times… be ready!)
    10) Launch…..

    wait for it

    11) AND back to #1

    We run the race in a never-ending circle of strategy and creation to try to make the most amazing digital product that fills a void and accomplishes a goal. Piece of cake.

    What You Need for Your Business

    What You Need for Your Business

    Cover all areas of web and digital for your business!

    What more do you need? My career has grown over the years into something that has moved the needle for multiple businesses, grown client bases, increased revenue and lead generation and enhanced user experiences. With experience in strategy and planning all the way through production and marketing, I merge all elements of design, development, social media, search engine optimization, email and cross-channel marketing.

    How will that help you?

    It’s really pretty simple. I take a look at the business goals (What do you really need) and the target audience (who has a need) and translate that into viable and amazing Interactive and digital experiences that fills the void.

    We all need to focus more on the real reasons behind why we create anything online… websites, applications, mobile, widgets, games and whatever other cutting-edge digital technology all need to be built with a purpose in mind. To create amazing products and experiences for the consumer that are also profitable.

    Interactive, the web and what we build in all its related emerging media channels is about growth and change and truly keeping in touch with the way people interact with the new technologies around them now and as we move forward. It’s about being fully consumer focused and continuously delivering. It’s a moving target that we need to really keep forward focus on.

    Having managed the official ecommerce shops for multi-million dollar brands such as Harry Potter, Warner Bros., Looney Tunes and Cartoon Network and others; I helped strategize, develop and manage the complete ecommerce process to increase retail revenue year over year by over 20%. I have also recently worked at an entrepreneurially-driven, Interactive division of a leading entertainment company, a company who worked on reinventing the way South East Asia sells online and for a boutique ad agency in South Florida running their Interactive Department.

    Take a look at some of my Interactive projects.

    Every day I need to strategize, produce, market and manage multiple brands online vision and growth strategy. To get those goals realized, we incorporate a variety of Interactive elements, such as:

    • Ecommerce and alternate revenue generation
    • Email and other opt-in push marketing
    • Mobile technologies, apps, marketing
    • Web including micro-sites, landing pages, content marketing
    • Cross-channel marketing
    • Freelance and internal resources, partners and vendors
    • Cutting edge technology
    • A/B and multi variant testing and analytics
    • SEO/SEM/Display
    • Social media

    I’ve been in Interactive for a long time now and I can tell you it’s a never-ending, Lamborghini fast, spin like a top, crazy Interactive ride on the information highway where we need to pay close attention and adjust on the fly as needed. If you are not paying attention, you are going to get run over. My job is to make sure we are paying attention and figure out the best way to get from the start to the never-finished line!

    Let’s keep moving forward and see what amazing things we can make happen.

    Laura Medley's Inner Workings and Resume

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