WELCOME
Today’s Agenda
• An Overview of Why Digital
Marketing is Important for your
Business
• Understand How Each Type of Digital...
Belfast Telegraph
Social
Media
Streaming Video
Audience Targeted Display
Search: SEM & SEO
Mobile
Awareness
Favorability
C...
DISPLAY
TYPES OF DIGITAL MARKETING
Premium Display Advertising
Amplify your message with premium ad
units:
• Standard – Leaderboard, MPU, Sky
• Billboard / B...
Bel Tel
Amazon
Ebay
MSN
Network Digital Display
• Access the largest
marketplace of premium
ad inventory and leverage
prem...
Targeting Solutions
• Focused on eliminating ad waste by serving to a targeted audience
Content Targeting
Targeting groups of content allows you to narrow the audience you are looking for
based upon the content...
Behavioural Targeting
Targeting a users based upon their behavior and interest online.
 Shoppers
 Family Oriented
 Food...
Re-engage with customers
who started a shopping
cart, but didn’t finish
Target customers based
on products they
searched f...
MOBILE
TYPES OF DIGITAL MARKETING
Mobile Advertising
What 3 things do people never leave the
house without?
1. Keys
2. Wallet
3. Mobile Phone
70% of smartph...
Second and Third Screen Viewing
• 40% of people use a second screen while watching TV daily
Premium App Advertising
App Downloads
• Propertynews: 78,346
• Nijobfinder: 23,563
• Nicarfinder: 24,771
• Belfast Telegra...
Mobile / In-App Advertising
• Geo Aware Technology • Interstitials
• Expandable Banners • Video
Mobile / In-App Capabilities
• Click to call • Click to email
• Click to map • Click to Video
 Country
 City
 Post Codes
Place your message on news & interest mobile sites, giving you the ability to target users:
...
Case Study: Toland House
• Excellent performance:
CTR%
Blended property
apps and extended
network
Total: 2.13%
SOCIAL MEDIA
TYPES OF DIGITAL MARKETING
Social Media History
600 million users log into
Facebook each day
- The Social Skinny 2012
Social Media Value
Mobile – A Key to Facebook Success!
• 600 Million
active Facebook users on Mobile
• 60%+
of all users access Facebook only...
Facebook – A Competitive Landscape
Facebook Offers
Tracking options:
• In Store, Online
• Integrate with systems
• When a user claims the offer, they
automat...
Facebook Contests
Sponsored Engagement
To Who?What?
Fans
1. Retain
2. Transform from
users, to fans, to
Brand Advocates
Non-Fans
Like Acquis...
Sponsored StoriesPromoted Posts Facebook Ads
Promoted Posts ensure your posts get seen
by keeping them at the top of the
n...
Case Study: Embassy Steakhouse
• Sligo restaurant launched a free
bottle of house wine with dinner
promotion last week
• O...
SEARCH
TYPES OF DIGITAL MARKETING
Maximize 100% of the SERP
• 100 % Market Reach:
There are 2 core components to Search Marketing required to reach
• 100% o...
Did you know?
• 62% reduction in churn when
campaigns include search!
• 52% lift in display ad conversions
when search is ...
SEO – Search Engine Optimisation
Search Engine Optimisation:
• The act of enhancing web pages so they rank higher on Googl...
Fundamental Elements of SEO
There are 3 Fundamental Elements of SEO:
1. Site Structure & Optimisation
• Review site issues...
Local Search Marketing
• 82% of all users use the internet to search for products or services.
• 35% of searches have loca...
SEM – Search Engine Marketing
Search Engine Marketing:
• Renting ads on the front page of Google on per click basis.
Advan...
Fundamental Elements of SEM
There are 4 Fundamental Elements of SEM:
1. Keyword Research and optimisation
2. Text Ad Compo...
SEM Tactics
Optimal Results Tactics:
– Keyword knowledge – research and experience in industry specific search
behaviour; ...
Case Study: SERE
• Maximum impact with immediate
traffic to your website!
• Week one of PPC campaign
resulted in an impres...
GOOGLE ANALYTICS, CONVERSIONS, SALES
Metrics & Optimisation
Campaign Implementation & Management
Campaign Management Process
• Strategy
• Execution
• Optimization
• Metrics
Account T...
Phases of Optimisation
1. Pre-Sale optimisation:
a) Platforms Choice
b) Targeting Choice
c) Geo Targeting Choice
d) Impres...
Our Customers
Testimonial
“We have beenworkingwithAdtaxionourFacebookadvertisingandcompetitionoverthe last3
monthsand since thenwe have ...
‘’INMhave beenmanagingourdigital marketingforthe lastthree monthsandthe resultswe’ve seen
have beenveryimpressive.Ourcampa...
THANK YOU!
Questions?
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Belfast Telegraph Digital Clinic Tues 24th Sept 2013

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  • Belfast Telegraph Digital Clinic Tues 24th Sept 2013

    1. 1. WELCOME
    2. 2. Today’s Agenda • An Overview of Why Digital Marketing is Important for your Business • Understand How Each Type of Digital Marketing is a Piece of a Marketing Puzzle • Answers to Any Questions You Have About How This Marketing Works • Leave Today With Tangible Next Steps for Growing Your Business
    3. 3. Belfast Telegraph Social Media Streaming Video Audience Targeted Display Search: SEM & SEO Mobile Awareness Favorability Consideration Shopping Purchase Intent to Purchase 1) Local.com Banners 2) Facebook Promo 3) Mobile Banners 4) Pre-Roll 5) Behavioral Targeting 6) Search This model can be applied to a thorough clients needs assessment to create a custom digital marketing campaign. Consumer Purchasing Funnel Digital Product Pyramid Client Proposal Building successful marketing solutions
    4. 4. DISPLAY TYPES OF DIGITAL MARKETING
    5. 5. Premium Display Advertising Amplify your message with premium ad units: • Standard – Leaderboard, MPU, Sky • Billboard / Bellybuster • Expandable/Pushdown • Rich Media Floating • Rich Media Takeover • Video • Wallpaper • Peel Back Ads (please see packs for examples)
    6. 6. Bel Tel Amazon Ebay MSN Network Digital Display • Access the largest marketplace of premium ad inventory and leverage premium data targeting to minimize wasted views. • Access to more than 10 - 15 Billion impression each day from more than 800 publishers. • Targeting – Demographic – Behavioural – Geographic – Frequency Capping – Retargeting
    7. 7. Targeting Solutions • Focused on eliminating ad waste by serving to a targeted audience
    8. 8. Content Targeting Targeting groups of content allows you to narrow the audience you are looking for based upon the content they are digesting.  Fashion  Education  Family  Finance  Politics  Shopping  Science  Gadgets  Motors  Weather  Dating  Holidays  Jobs  Music  Pets  Home Improvement  Sports  Business  Health  Moms  Travel  Cultural  Property  Games
    9. 9. Behavioural Targeting Targeting a users based upon their behavior and interest online.  Shoppers  Family Oriented  Food Craver  Sports Fans  Entertainment Craver  Gamers  Business Savvy  Makes and Models of Cars  Travel Destinations  Healthcare Needs  Educational Seeker  Property Buyers  Job Seekers  Fashion Passionate
    10. 10. Re-engage with customers who started a shopping cart, but didn’t finish Target customers based on products they searched for Re-engage with customers interested in high-margin products Increase retention by targeting “Shop-A-Likes”    Retarget Users Based on Site Engagement
    11. 11. MOBILE TYPES OF DIGITAL MARKETING
    12. 12. Mobile Advertising What 3 things do people never leave the house without? 1. Keys 2. Wallet 3. Mobile Phone 70% of smartphone users say “I won’t leave home without it.”
    13. 13. Second and Third Screen Viewing • 40% of people use a second screen while watching TV daily
    14. 14. Premium App Advertising App Downloads • Propertynews: 78,346 • Nijobfinder: 23,563 • Nicarfinder: 24,771 • Belfast Telegraph: 18,448 iphone, 19,457 ipad Advertising available within all Apps • Fantastic click through rates at average of 0.20% • All apps are also available for exclusive sponsorship
    15. 15. Mobile / In-App Advertising • Geo Aware Technology • Interstitials • Expandable Banners • Video
    16. 16. Mobile / In-App Capabilities • Click to call • Click to email • Click to map • Click to Video
    17. 17.  Country  City  Post Codes Place your message on news & interest mobile sites, giving you the ability to target users: Geo- Target Content- Target Device- Target  News  Sports  Business  Finance  Gaming  Food  Entertainment  Travel  iPhone  Android  Blackberry  Windows Mobile Network Mobile
    18. 18. Case Study: Toland House • Excellent performance: CTR% Blended property apps and extended network Total: 2.13%
    19. 19. SOCIAL MEDIA TYPES OF DIGITAL MARKETING
    20. 20. Social Media History 600 million users log into Facebook each day - The Social Skinny 2012
    21. 21. Social Media Value
    22. 22. Mobile – A Key to Facebook Success! • 600 Million active Facebook users on Mobile • 60%+ of all users access Facebook only on their mobile device • 33 minutes: average time smartphone owners spend on Facebook every day via their device. • 2x higher click-through-rate on FB mobile vs. desktop • 76% more clicks on FB mobile vs. desktop
    23. 23. Facebook – A Competitive Landscape
    24. 24. Facebook Offers Tracking options: • In Store, Online • Integrate with systems • When a user claims the offer, they automatically receive and email with the offer
    25. 25. Facebook Contests
    26. 26. Sponsored Engagement To Who?What? Fans 1. Retain 2. Transform from users, to fans, to Brand Advocates Non-Fans Like Acquisition to Gain  Geo  Connections  Interests (Brands)  Workplace  Education  Age  Gender  Relationship Status  Device Targeting • Sponsored engagement is a strategic blend of content and paid Facebook advertising • Delivered to highly-targeted users on mobile and desktop • Types of sponsored engagement: ̶ Marketplace Ads ̶ Promoted Posts ̶ Sponsored Stories
    27. 27. Sponsored StoriesPromoted Posts Facebook Ads Promoted Posts ensure your posts get seen by keeping them at the top of the newsfeed. Sponsored stories alert friends of your fans when your fans engage with your brand. • Page Likes and Comments • Check-Ins • Events Joined • Apps & Games Played • Apps Shared • Posts, Likes & Comments Facebook Ads appear live on the right side of the page and are served to your target market. Sponsored Engagement Ad Types
    28. 28. Case Study: Embassy Steakhouse • Sligo restaurant launched a free bottle of house wine with dinner promotion last week • Over 200 people claimed the offer in 1 day
    29. 29. SEARCH TYPES OF DIGITAL MARKETING
    30. 30. Maximize 100% of the SERP • 100 % Market Reach: There are 2 core components to Search Marketing required to reach • 100% of the advertisers potential customers: Paid listings or PPC, and organic listings or SEO
    31. 31. Did you know? • 62% reduction in churn when campaigns include search! • 52% lift in display ad conversions when search is included in the campaign. • 50% of advertisers digital budget is spent on search!
    32. 32. SEO – Search Engine Optimisation Search Engine Optimisation: • The act of enhancing web pages so they rank higher on Google, Yahoo!, and Bing in the Organic Listings. Advantages: • Up to 80% of people spend time in the organic results • High Google Ranking • Long-Term Results • Link Building • Content and Coding optimisation
    33. 33. Fundamental Elements of SEO There are 3 Fundamental Elements of SEO: 1. Site Structure & Optimisation • Review site issues (coding, linking, content, navigation, HTML and XML sitemap, etc.) • Optimise a variety of static HTML pages; including creation of keyword-rich titles, meta descriptions and image alt text 2. Content Creation & Optimisation • Re-write and optimise Website marketing copy on targeted pages to attract traffic, convert site visitors and add value for users. 3. Link Development & Optimisation • Directory and Search Engine Submissions • Article writing and distribution services • Social Bookmarking
    34. 34. Local Search Marketing • 82% of all users use the internet to search for products or services. • 35% of searches have local intent. • 89% of users will not leave the first page to find a local business.
    35. 35. SEM – Search Engine Marketing Search Engine Marketing: • Renting ads on the front page of Google on per click basis. Advantages: • Fast Traffic • Exposure in Sponsored Links • Precision Targeting • A/B Testing • Universal Monitoring
    36. 36. Fundamental Elements of SEM There are 4 Fundamental Elements of SEM: 1. Keyword Research and optimisation 2. Text Ad Composition and optimisation 3. Landing Page Selection and optimisation 4. Ad Extension Selection and optimisation
    37. 37. SEM Tactics Optimal Results Tactics: – Keyword knowledge – research and experience in industry specific search behaviour; keywords that align with your business strengths/focus – Long tail – building out lists of long-tail search terms for better ROI – A/B testing - of text ads – Geographic targeting – pinpoint-targeted campaigns based on consumer behaviour – Location extensions – ads featuring business locations – Site-link extensions – deep linking from ads to accommodate specific searcher interests – Call tracking – measure results from search campaigns – Offers/promotions – ads featuring specific offers and promotions – Seasonal tactics – adjusting budgets, keywords, based on product/service seasonality – ROI-based optimisation – adjusting bids & budgets to maximise leads/sales
    38. 38. Case Study: SERE • Maximum impact with immediate traffic to your website! • Week one of PPC campaign resulted in an impressive 4.4% click through rate.
    39. 39. GOOGLE ANALYTICS, CONVERSIONS, SALES Metrics & Optimisation
    40. 40. Campaign Implementation & Management Campaign Management Process • Strategy • Execution • Optimization • Metrics Account Takeover Checklist • “Kick-Off” call with client contact, local contact & Campaign Management team • Implement/execute campaign based on client’s goals/targets • Monthly reporting call to review the previous month’s data and execute any adjustments for next 30 days
    41. 41. Phases of Optimisation 1. Pre-Sale optimisation: a) Platforms Choice b) Targeting Choice c) Geo Targeting Choice d) Impression Level 2. Pre-Flight optimisation Ops a) Verifying Platform Targets b) Verifying and Clarifying Targets c) Verifying Geo Targets d) Quantifying Impression Targets 3. Mid Flight optimisation a) Line optimisation b) Platform optimisation c) Geo optimisation d) Size 4. Post Sale/Reporting optimisation – Examination & New Buysheet a) Platform & Line Evaluation b) CTR & CPC c) Impressions Delivery d) Size
    42. 42. Our Customers
    43. 43. Testimonial “We have beenworkingwithAdtaxionourFacebookadvertisingandcompetitionoverthe last3 monthsand since thenwe have achievedanincrease inlikesinline withourobjectives.The teamhave beenveryefficientatrespondingtoemailsandassistingwithanyqueriesIhave had,as well asmaking suggestionswherenecessary.Adtaxiwillnowbe helpingusdevelopoursocial mediastrategyacross otherplatforms.” Michele Ryan CIMA
    44. 44. ‘’INMhave beenmanagingourdigital marketingforthe lastthree monthsandthe resultswe’ve seen have beenveryimpressive.Ourcampaignconsistsof searchengine marketing,adtaxi display,re- targeting,independent.ieandsearchengine optimisation.Thishashelpedussignificantlyintargeting our keyaudiencesinIrelandandthe UnitedStates. Overall Iwouldhave nohesitationinrecommendingINMforany digital marketingcampaign’’. AndrewNolan Testimonial
    45. 45. THANK YOU! Questions?
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