Transferring offline marketing dollars to online campaigns can generate savings and a higher ROI at the same time. But you need a plan. This is the slide portion of a webinar that covers strategies for managing the transition. Be sure to download the audio portion from ConversationMarketing.com.

1. Moving your offline
marketing budget online.
Ian Lurie
Portent Interactive

3. No magic formula

4. You need a plan

5. You need to think

6. A primer

7. seo
ppc
e-mail
display
‘social media’

8. seo ???
ppc direct
e-mail direct
display print/display
‘social media’ pr

9. Setting the
foundation

10. The worst case

11. Audience

12. Competition

13. Infrastructure

14. Infrastructure Analytics

15. Infrastructure Iteration

16. Infrastructure Support

17. Waiting

18. Assets

19. Assets E-mail List

20. Assets Rankings

21. Assets Brand

22. Assets X

23. Set a baseline

24. Goals

25. Goals Value
value/click =
customer value x
lead conversion rate x
final conversion rate x

26. What to cut

27. What to keep

28. Online Offline

29. Descriptive Teasing

30. Timing

31. Seasonality

32. Timing, 2

33. Your brand

34. Your brand Listen

35. Your brand Let go

36. Your brand Engage

37. Results

38. Results Analytics

39. Results Value

40. Results Connect

41. Expectations

42. Expectations Timeframes

43. Expectations Iteration

44. Expectations Costs

45. Expectations Labor

46. Expectations ROI

47. The Team

48. The Team Test

49. No Miracle Cures

50. Questions?
Ian Lurie
ian@portent.com
ConversationMarketing.com
Twitter: @portentint