A Game of Inches

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A Game of Inches

  1. 1. The Digital Marketing Revolution: A Game of Inches Shane O’Neill - Director of Social Marketing Fruchtman Marketing
  2. 2. QuickTime™ and a H.264 decompressor are needed to see this picture.
  3. 3. What you need know • The “inches” are dominated by experts • Social media is all grown up • Anyone can launch digital efforts, but few fully understand function and execution Digital Marketing: A Game of Inches
  4. 4. Why is digital marketing so important? • It’s targeted, scalable and trackable • Consumers search products/services online • 86% of mobile internet users are using their devices while watching TV Digital Marketing: A Game of Inches
  5. 5. Types of digital marketing efforts • Facebook Advertising • Paid Search • Mobile Marketing • Your Website Digital Marketing: A Game of Inches
  6. 6. Digital Marketing: A Game of Inches Facebook Advertising What is Facebook Advertising and how does it work? • Two Types of FBA - Ads & Sponsored Stories • Drives engagement to page and posts • Supports branding, showcasing product & events • Target based on location, age, status, etc. • Only pay for click throughs, which are a fairly engaged consumer.
  7. 7. Sample Facebook Advertising Campaign Digital Marketing: A Game of Inches 4,088 Clicks in 35 days Only .15 Per Click 958 New Fans
  8. 8. Paid Search • Nearly all consumers (97 percent) now use online media when researching products or services in their local area BIA/Kelsey and ConStat. • Among consumers surveyed, 90 percent use search engines with 67% being Google Digital Marketing: A Game of Inches
  9. 9. Paid Search Inches Building a campaign Building a campaign Building a campaign Digital Marketing: A Game of Inches Campaign 3 Campaign 4BridalCampaign 1 Ad Group 1 Ad 2 Ad 2 Brands Ad 2 Ad 2 Engagement Ad 2 Ad 2 Ad Group 1 Ad 2 Ad 2 Ad Group 1 Ad 2 Ad 2
  10. 10. Paid Search Inches Digital Marketing: A Game of Inches Phrase match "women's jewelry" your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. buy women's jewelry Exact match [women's jewelry] your ads can appear when someone searches for your exact keyword, without any other terms in the search. women's hats, women's hats Negative match -costume Prevents your ad from showing to people searching for certain terms. costume jewelry More than just keywords Broad match women's jewelry Your ad may show if a search term contains your keyword terms in any order, possibly along with others buy ladies jewelry Broad match modifier +women's +jewelry Your ads can only show when someone's search contains those modified terms, or close variations of the modified terms woman's jewelry
  11. 11. Paid Search Inches • Drive traffic to content page • Don’t bid on your name • Mobile call extensions • Stay away from generic keywords like jewelry Digital Marketing: A Game of Inches
  12. 12. Mobile Marketing Smartphone ownership has surpassed 50 percent and growing.* 61 percent of smartphone users perform local searches on their device. (ComScore, January 2012) Digital Marketing: A Game of Inches *ComScore, February 2013 (Mobile Marketer 2012)
  13. 13. Types of Mobile Marketing Pay Per Call Mobile - A form of mobile marketing where a potential customer can directly tap or click a phone number placed in the mobile ad Mobile Banner Ads - Like a standard banner ad but now customized to fit and cater to mobile websites such as Pandora. Mobile Applications - A from of mobile marketing that involves placing ads inside of an application design. Text/SMS Marketing - Advertisers can send relevant marketing messages in form of texts. Barcodes/QR (quick-response barcodes) - allows mobile users to easily obtain information via the use of their mobile. Digital Marketing: A Game of Inches
  14. 14. 14 Your website and its importance • Is now the first exposure to YOUR brand • Content is more important than ever • Web responsive design Digital Marketing: A Game of Inches
  15. 15. Why is Responsive Design Important? Design Important? Digital Marketing: A Game of Inches It’s about user experience, not just functionality. You want to keep traffic on your site and since most of it is mobile, ease of use is key. Pandora Radio: 80% + Mobile Users Email: over 50% mobile Paid Search: over 50% mobile Research by Kentico, found that mobile users have a low threshold for satisfaction, with 44% saying they wouldn’t return to a website that wasn’t mobile-optimized.
  16. 16. Budgeting for digital marketing • Within the next few years digital media spends will account for 25% or more of overall marketing budget. Digital Marketing: A Game of Inches *ComScore, February 2013
  17. 17. Visit the Fruchtman Booth S11876 fruchtman.com

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