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10 Digital Marketing Essentials For Technologists
 

10 Digital Marketing Essentials For Technologists

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10 Digital Marketing Essentials for Technologists takes a first pass at creating a shared understanding and language for technologists and marketers around goals, measurements and capabilities. Think ...

10 Digital Marketing Essentials for Technologists takes a first pass at creating a shared understanding and language for technologists and marketers around goals, measurements and capabilities. Think of this as digital marketing bootcamp 101.

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    10 Digital Marketing Essentials For Technologists 10 Digital Marketing Essentials For Technologists Presentation Transcript

    • @johnbrunswick 10 DIGITAL MARKETING ESSENTIALS FOR TECHNOLOGISTS Learn  How   Become  a  be.er  technologist  by   learning  the  basic  aspects  of  digital   marke:ng  to  enable  be.er   communica:on  between  LOBs.  
    • @johnbrunswick 10 DIGITAL MARKETING ESSENTIALS FOR TECHNOLOGISTS Start  Learning  Now   Become  a  be.er  technologist  by   understanding  Digital  Marke:ng  basics.  
    • @johnbrunswick SOLUTION - DEVELOP SHARED UNDERSTANDING AROUND GOALS, MEASURES AND CAPABILIES MIND  THE  GAP   PROBLEM - MARKETING & DEVELOPMENT GAP
    • @johnbrunswick WHY? Nobody  comes  to  a  gym  to  learn  about   the  construc:on  of  the  equipment.     They  have  come  with  the  goal  of  fitness.     Technology  is  the  means  to  Digital   Marke:ng  ends.    Being  fluent  in  the   “ends”  and  their  measures,  enables   superior  results.  
    • @johnbrunswick Automa:on  +   Qualifica:on   Marke:ng  Evolu:on   Conversions   Web  Publishing  History   Loyalty   “SEO”   Social   Segmenta:on  +   Experimenta:on   Why   Measurement   BRIDGING THE GAP - CRITICAL CONCEPTS
    • @johnbrunswick SQUISHY! WE MUST OVERCOME OUR FEARS THAT marketing is SO... [ T  
    • @johnbrunswick MARKETING h O O O O O ;ART + SCIENCE “…something  of  a  hybrid  of  Alchemist,   Snake-­‐oil  Salesman  and  slightly-­‐mad-­‐ Crea:ve  –  with  a  predictable  hint  of   wizardry     David  Hood  "The  Marke:ng  Manifesto”,  What  the  hell  is  a  marketer?  
    • @johnbrunswick Industrial  revolu:on  &  specializa:on  made   marke:ng  necessary….   DUE TO DISTANCE I  have   widgets   I  need   widgets   BUYERS AND SELLERS USED TO BE COLOCATED
    • @johnbrunswick “...Planning and executing the conception, pricing, promotion and distribution of ideas, goods and services ... that satisfy individual and organizational objectives MORETHAN ADVERTISING
    • @johnbrunswick HOW WE GOT HERE HOW DIGITAL FITS IN M
    • @johnbrunswick “Half  the  money  I  spend  on   adver:sing  is  wasted  -­‐  the   trouble  is  I  don't  know  which   half     John  Wanamaker    (we  think)  
    • @johnbrunswick MARKETINGMIX EVOLUTION h.ps://en.wikipedia.org/wiki/Marke:ng_mix   h.p://extension.umd.edu/agmarke:ng/marke:ng-­‐101/marke:ng-­‐mix-­‐4ps-­‐and-­‐4cs   PRODUCT   • What  you  will  sell   • Features,  look,  a.ributes   • Differen:a:on   • Customer  wants  and   usage   PRICE   • Value  of  the  product  /   service  to  the  buyer   PROMOTION   • How  and  where  will  you   reach  your  target   customers   • e.g.  –  Adver:sing,  PR  &   Sales  Promo:on   PLACE   • How  products  /  service   actually  get  into   customer  hands   • Distribu:on  Channels   4Ps   CUSTOMER  NEEDS   • What  solu:on  is  your   product  providing  to  the   customer?   COST  TO   CUSTOMER   • What  your  customer  is   willing  to  pay   • Total  cost  of  ownership   COMMUNICATION   • Adver:sing,  public  rela:ons,   personal  selling,  viral   adver:sing,  and  any  form  of   communica:on  between  the   organiza:on  and  the   consumer   CONVENIENCE   • Ease  of  buying  the   product,  finding  the   product,  finding   informa:on  about  the   product   4Cs   WELCOME TO CUSTOMER CENTRICITY
    • @johnbrunswick MKTRESEARCH &ANALYSIS BEHAVIOR BASED Forrester  Research's  Consumer  Technographics®   PSYCHOGRAPHICS   Lifestyle   Personality   Social  Class   Zipcode  Psychographics   DEMOGRAPHICS   Gender   Age   Income   Educa:on   Loca:on   Marital  Status   Culture   IS BEHAVIOR ANALYSIS > THAN TRADITIONAL MEASURES?
    • @johnbrunswick WHAT’S A BRAND? See what your gut told you? This is what marketing enables with fundamentally similar products or services. Images  via  inautomobile.com
    • @johnbrunswick Marketing TV Radio Merchandisi ng Packaging Trade Shows Telephone Sponsorship Billboard Catalogue Brochure Magazine Newspaper Film Digital Marketing Web Search PPC Email SMS Streaming Video Images Streaming Audio Social Community DIGITAL MARKETING EVOLUTION            push  /  outbound                pull  /  inbound   Direct  Mail  
    • @johnbrunswick DORM ROOMS CRYSTAL  BALL  OF  DIGITAL  FUTURE?   sans  tv  &  sans  radio   photo  courtesy  amylovesyah  /  flickr.com  
    • @johnbrunswick “People  Like  Me”   Influencer   Our  Brand  is  X   Lecture   Discussion   Our  Brand  is  X   Your  Brand  is  Y   Consumer  Driven   Marke:ng   OK   OK   “These  markets  are  conversaEons”  -­‐  The  Cluetrain  Manifesto     PAST PRESENT
    • @johnbrunswick “Of consumers don’t believe that companies tell truth in advertisements - Yankelowich h.p://www.futurelab.net/blogs/marke:ng-­‐strategy-­‐innova:on   76%
    • @johnbrunswick PRO  TIP   Digital  Marke:ng  isn’t  actually  about  technology   at  all  …     Technology  merely  affords  you  increasingly   diverse  and  relevant  ways  to  connect  with   people…       -­‐  Understanding  Digital  Marke:ng,  2nd  Edi:on,  Damian  Ryan  &  Calvin  Jones   b
    • @johnbrunswick <HISTORY> OF WEB PUBLISHING 9…and  why  it  is  important  in  the  context  of  Digital  Marke:ng  
    • @johnbrunswick •  Created  and  maintained   by  Technologists   •  Inaccessible  to  business   users   •  Required  FTP  access  /   Unix  knowledge   WEBMASTERS
    • @johnbrunswick MY MOM CAN DO THAT NOW oh  snap...  content  crea:on  has   been  democra:zed!  
    • @johnbrunswick CONVERSIONS r signup bounce PSSST... IF YOU TAKE AWAY ONE THING FROM THIS PRESENTATION – THIS IS THE ONE!
    • @johnbrunswick WEB SITES DON’T EXIST FOR PAGE VIEWS WEB SITES EXIST FOR CONVERSIONS! S
    • @johnbrunswick WELCOMETO INBOUNDMARKETING CONVERSION Partner   Customer   Prospect   TRAFFIC THIS IS THE GOAL OF USER ENGAGEMENT
    • @johnbrunswick WHATISA CONVERSIONANYWAY? CONVERSION   Purchase   Sales  Lead   White   Paper   Download   Webinar   Signup   Email  list   Signup   Social   Media   Follower  /   Fan   Repeat   Visitor   Social   Echo   Blog   Comment   Template   Download  
    • @johnbrunswick PRO  TIP   As  technologists  we  need  to  provide  the   op:mal  engine  to  CONVERT,  focused  on   Conversion  Rate  OpEmizaEon  (CRO)  b
    • @johnbrunswick “Humans don’t want to be leads, they want relationships Dharmesh Shah, Chief Technology Officer & Co-Founder Hubspot http://www.youtube.com/watch?v=rA-8WuI1ZwY
    • @johnbrunswick AUTHENTICITY IS ESSENTIAL FOR REPEAT BUSINESS Intense focus on conversion can sacrifice repeat business. Be mindful of the relationship.
    • @johnbrunswick MEASUREMENT Q
    • @johnbrunswick NUMBERS & CHARTS & PAGE VIEWS OMG ANALYTICS ARE AWESOME!
    • @johnbrunswick MOVE PAST THE PAGE VIEW LOVE AFFAIR... THOSE ARE VANITY METRICS
    • @johnbrunswick I DID 37! AWESOME, RIGHT? Context is EVERYTHING. What’s the measure telling us against our goals?
    • @johnbrunswick •  “Data  Puking”  *   •  Page  Views   •  Total  Visitors   •  Most  Viewed  Pages  •  Conversions   •  Analysis  within   Segments   •  Loyalty   •  etc…   •  Excellent  Measurement  Model  Reading  @  Occam’s  Razor  by  Avinash  Kaushik                h.p://www.kaushik.net/avinash/digital-­‐marke:ng-­‐and-­‐measurement-­‐model/   YAWN... LAME... NO CONTEXT WITH BUSINESS PERFORMANCE MEASURES ANALYTICS2.0 b BETTER  
    • @johnbrunswick •  INCREASE  the  leads  in  pipeline  by  20%   •  CONVERT  10%  of  these  leads   •  AQUIRE  >  30%  of  leads  from  organic   SEO   •  INCREASE  repeat  visits  seeking   addi:onal  informa:on  by  10%   •  INCREASE  conversion  of  Segment  X  by   10%   “OUTCOMES OFVALUE” Action Measure What
    • @johnbrunswick 5MUSTKNOW ANALYTICSTERMS •  Conversion  Rate   •  %  of  visitors  conver:ng  –  segment  /   campaign  view  is  most  helpful   •  Micro  Conversions   •  Whitepaper  download,  webcast  signup,  etc   •  Bounce  Rate   •  leave  axer  only  viewing  page  landed  on   •  Abandonment  Rate   •  Leave  within  stage  of  a  funnel  /  process   •  Cost  Per  Conversion   •  Cost  of  campaign  /  conversions  resul:ng   Bonus  Hits  are  meaningless  –  never  men:on  them.  Ever.  Seriously.  
    • @johnbrunswick ADVANCED ANALYTICS THINK ABOUT OUR NATURAL BEHAVIORS ACROSS CHANNELS
    • @johnbrunswick “U.S. consumers go online to research electronics, computers, books, music and movies before buying those items in bricks-and- mortar stores 83% h.p://www.pwc.com/en_us/us/retail-­‐consumer/publica:ons/assets/pwc-­‐ us-­‐mul:channel-­‐shopping-­‐survey.pdf   *  this  is  known  as  “Showrooming”  
    • @johnbrunswick 25% “U.S. consumers shop via at least four channels h.p://www.pwc.com/en_us/us/retail-­‐consumer/publica:ons/assets/pwc-­‐ us-­‐mul:channel-­‐shopping-­‐survey.pdf  
    • @johnbrunswick ANALYTICS JOURNEY   read  review   site   like  fan  page   visit  web   site   check   product   price   purchase   product   hear  about   product  from   friend   men:on     brand   read  online   discussions  
    • @johnbrunswick THE SEO THING Is your site the proverbial “Billboard in the Dessert?”
    • @johnbrunswick SEO GETTING STARTED Don’t  be  so  quick  to  reach  for  technology…   Business Goal Qualified Traffic Approaches Research 1.  What  are  your  buyer   personas? 2.  What  are  their   problems  /  needs?   3.  What  are  they   searching  for?  
    • @johnbrunswick PRO  TIP   SEO  is  Web  1.0,  Inbound  Marke:ng  is  Web  3.0.     Inbound  Market  or  bust!   b
    • @johnbrunswick “  B2C  Companies  that  blog  generate   88%  more  leads  per  month  than   those  who  do  not           State  of  Inbound  Marke:ng  Lead  Genera:on  Report  2010   h.p://cdn2.hubspot.net/hub/53/docs/resellers/reports/state_of_inbound_marke:ng.pdf   Tons  of  awesome,   quality  free  e-­‐ books  from  these   guys  –  check  them   out!  
    • @johnbrunswick Because  Others  Say  So  (not    because  you  do)   my-­‐monkey.com   GOOGLE IN A NUTSHELL monkey-­‐news.com   “Page  Rank”  is  like  one  site  vo:ng  for  another  and  passing  along  its  reputa:on  
    • @johnbrunswick “ON SITE” SEO vs “OFF SITE” <:tle>   <heading>   <internal  links>   <author>   alt  tags   site  naviga:on  /  vanity  URLs     body  text   link  text   geo  /  :me  relevance   site  speed  /  sitemap.xml   link  a.ributes  canonical  /  nofollow   www.my-­‐monkey.com   •  Links   •  Link  Text   •  Authority  /  “Page   Rank”   25%   75%   www.monkey-­‐news.com  
    • @johnbrunswick PRO  TIP   If  someone  could  get  top  lis:ngs  on  Google  for   some  $100  “SEO  offer”  or  by  coding  their  page   a  certain  way  –  Google’s  business  would  end.     There  is  no  shortcut  to  high  rankings.  b If you believe this, I have a bridge to sell you ;-)
    • @johnbrunswick •  DescripEon  Meta  Tag   •  Might  be  used  as  snippets  for   your  pages,  as  descrip:on   meta  is  visible  in  SERPs   •  Meta  Keywords   •  Not  used  in  ranking   •  rel="author”  –  sort  of  !   •  Google  only  showing  when   contextually  relevant  now  to   the  query   •  Social  /  Authority   •  Definitely  used  for  rank  as  far   back  as  2010   COMMONSEO MYTHS
    • @johnbrunswick •  Search  Engine  Result  Pages  (SERPs)   •  Fancy  way  of  saying  the  results  you  see  in  Google  /  Bing,   etc   •  Organic  Traffic  /  Natural  Traffic   •  Organic  traffic  has  a  4x  Click  Through  Rate  (CTR)   •  Paid  Search  (e.g.  Adwords)   •  Payment  for  a  ad  /  banner  to  be  visible  on  a  3rd  party  site   •  Keywords   •  Content  editors  should  be  conscious  of  “needs  based”   :tle  and  content  crea:on   •  Referral  Traffic   •  Site  traffic  based  on  links  to  your  site  from  others   5CRITICALSEO TERMS
    • @johnbrunswick •  Cost  Per  Click  (CPC)   •  Price  for  click  through  on  paid  lis:ng   •  Click  Through  Rate  (CTR)   •  Impressions  /  end  user  click  through   •  RetargeEng   •  Ad  shown  on  3rd  party  site,  tailored  based  on   your  prior  browse  history   •  Response  A_ribuEon   •  Where  the  traffic  came  from   •  Jump  Page  /  Landing  Page   •  Specific  pages  visually  op:mized  to  convert  for   specific  campaigns   5KEYPAID SEARCHTERMS
    • @johnbrunswick IMPRESSIONS& CLICKTHROUGH h.p://www.youtube.com/watch?v=-­‐wWB1PS8H7Q   •  Pre  Click-­‐through   •  Behavior  analysis  within  SERPs   •  Social  Proof  in  SERPs   •  G+  “shares”   •  G+  followers   •  Profiles  of  users   •  SERP  LisEng  OpEmizaEon   •  Analysis  of  where  ranked   •  Volume  of  views   •  Click-­‐through  frequency   •  Copy  considera:ons  in  lis:ng  –  e.g.   Meta  Descrip:on  
    • @johnbrunswick SEGMENTATION & EXPERIMENTTION ” o
    • @johnbrunswick “THE MORE LOCALIZED AND PERSONALIZED THE SOURCE OF INFORMATION, THE MORE LIKELY IT IS TO MOVE PEOPLE IN OUR DIRECTION” - Robert Cialdini POWER OF CONTEXTUAL RELEVANCY  IS  TRUMPED  BY   Harvard  Business  Review  Reprint  –  “The  Uses  (and  Abuses)  of  Influence”  @  h.p://hbr.org/2013/07/the-­‐uses-­‐and-­‐abuses-­‐of-­‐influence/   and  influence  of  hotel  guests  to  reuse  towels   Number  of  other  guests   who  reused  their  towels   Majority  of  people  who   stayed  in  this  room   reused  their  towels  
    • @johnbrunswick •  Explicit  –  profile   •  Demographics  –  age,  gender,  income   •  Product  /  services  owned   •  Implicit  –  behavioral   •  Click  stream   •  Referrer  (prior  site)   •  Geo  targe:ng   •  Social  rela:onships   •  Results   •  Enhanced  cross  selling  /  upselling   •  Be.er  user  experience*   SEGMENTATION METHODS # b*  Zogby  Analy:cs  41%  prefer  ads  targeted  to  their  interests  vs  16%  prefer  random  ads.    28%  prefer  a  mix  of  both.        h.p://www.aboutads.info/resource/image/Poll/Zogby_DAA_Poll.pdf     For   YOU   others   like   you  
    • @johnbrunswick “…in  a  20  month  period   which  increased  dona:on   conversions  by  49%  and  sign   up  conversions  by  161%   h.p://kylerush.net/blog/op:miza:on-­‐at-­‐the-­‐obama-­‐campaign-­‐ab-­‐tes:ng/   A/BTESTING A/B WHO WHAT?
    • @johnbrunswick EXPIREMENTS • Mul:ple  pages  with  big  changes   • 2  or  >  versions  of  page   • Quick  to  get  results   • Same  page  with  small  changes   • Subtle  Changes   • Bu.ons,  banners  &  copy   • Results  take  :me   A/B  Tes:ng   Mul:variate   Tes:ng  
    • @johnbrunswick                   The  Importance  of  A/B  Tes:ng:  Dan  Siroker  at  TNW  Conference   h.p://www.youtube.com/watch?v=yY-­‐HBW5CNcg   A/BTESTING SMARTS
    • @johnbrunswick •  Call  to  AcEon  (CTA)   •  Explicit  sugges:on  to  user   •  Above  the  Fold   •  Shown  without  scrolling   •  Landing  Page   •  Designed  for  specific   audience   •  Oxen  :ed  to  campaign   •  Microsite   •  Narrowly  focused  site  for   specific  audience   4MUSTKNOW LAYOUTTERMS
    • @johnbrunswick LOYALTY ;+  Genera:ng  Addi:onal  Revenue     +  Loyalty  &  Incen:ves   Leveraging  card  Linked  Offers,  Frequent  Flyer,  etc     +  Advocacy  Behaviors   Driving  addi:onal  customer  acquisi:on  
    • @johnbrunswick TOSCANINI’S •  Founded  by  Gus  Rancatore  in  1981   •  GQ  named  it  one  of  the  top  10  ice  cream   shops  "you  must  visit"   •  In  Cambridge  near  MIT   •  Focused  on  quality,  customer  service,  and  a   sense  of  place   •  Cater  to  diverse  customer  culture  with  geo-­‐ targeted  recipes     ALWAYS INNOVATING - LET’S EXPLORE
    • @johnbrunswick SOCIAL ANALYSIS DRIVING LOYALTY
    • @johnbrunswick 2 KEY LOYALTY METRICS •  LifeEme  Customer  Value  (LTV)   •  Revenue  over  life:me  of  customer   rela:onship     •  Incremental  Revenue   •  Addi:onal  revenue  a.ributable  to  loyalty  
    • @johnbrunswick SOCIAL ENGAGEMENT
    • @johnbrunswick SOCIAL PROOF Level of Trust Your  FB   Friend   Adver:sement   “Try  our  amazing   French  toast”   BETTER   BEST  
    • @johnbrunswick Produces  almost  2X  the  leads  of  trade   shows,  telemarke:ng,  direct  mail  or  PPC  do   Lead  conversion  13%  higher  than   tradi:onal  leads   2X 13% SOCIALMEDIA h.p://www.slicktext.com/blog/2013/05/the-­‐digital-­‐marke:ng-­‐trio-­‐of-­‐2013-­‐infographic/   SOCIAL MEDIA INHERENTLY IMPARTS SOME CONTEXT IMPLICIT AFFINITY VIA SOCIAL PROOF
    • @johnbrunswick VALUABLE SOCIALSIGNALS • No  longer  “Op:onal”   • Measure  of  Authority   • Speed  to  Enter  Engine  Index   • Influences  SERP  Experience   • Onsite  and  Offsite  Conversa:ons   • Nurture  Brand  Advocacy  
    • @johnbrunswick ARE YOU ON G+? IF NOT... YOU SHOULD BE... As  far  back  as  2010  Google  uses  Social  Signals  to   impact  search  results*     Google+  ubiquity  &  click-­‐through  impact     Index  availability     *  Ma.  Cu.s  -­‐  h.p://www.youtube.com/watch?v=oƒwPC-­‐5Ub4        h.p://searchengineland.com/what-­‐social-­‐signals-­‐do-­‐google-­‐bing-­‐really-­‐count-­‐55389  
    • @johnbrunswick SOCIALCHANNEL CHARATERITICS Facebook •  B2C •  Granular Targeting Capabilities LinkedIn •  B2B •  2x Content Engagement •  Educated Pinterest •  B2C •  Female Audience •  All ages Twitter •  Urban •  Younger Google+ •  Little time on site •  Male •  Technical h.p://pewinternet.org/Reports/2013/Social-­‐media-­‐users/Social-­‐Networking-­‐Site-­‐Users/Demo-­‐portrait.aspx   h.p://www.onlinemba.com/  
    • @johnbrunswick • Social  IS  Conversa:on   • Listen  &  Par:cipate   • SMM  Tools   •  Google  Alerts,  Collec:ve   Intellect,  Radian6,   SproutSocial,  Hootsuite,  etc   PARTICIPATING INSOCIAL
    • @johnbrunswick “OMG  I  have  like  the  easiest   job  ever.    I  just  browse  the   web  all  day  and  post   pictures…  I  guess  they  call  our   group  social  media  or   something.    You  should   totally  get  this  job.     -­‐  Two  young  adults  overheard  at  Starbucks  talking  to  friend  as  I   was  wri:ng  this   This isactuallypart ofInboundMarketing!
    • @johnbrunswick PRETTY FUNNY, RIGHT? WE MAY END UP WORKING FOR THEM What is your Klout score btw?
    • @johnbrunswick CREATIVESOCIAL ASSETSEO 2nd Largest Search Engine! THESE CHANNELS ALL ENABLE PEOPLE TO CONNECT WITH YOUR BRAND. GET CREATIVE & START USING THEM WHERE RELEVANT!
    • @johnbrunswick CONVERSATIONECOSYSTEM (CLUETRAINMANIFESTO) Monkey   Owner   Enthusiast   Site   Monkey   Time   Blog   Inspired  by  Search  and  Social:  The  Defini:ve  Guide  to  Real-­‐Time  Content  Marke:ng   Highly  Recommended  -­‐  h.p://www.amazon.com/Search-­‐Social-­‐Defini:ve-­‐Real-­‐Time-­‐Marke:ng/dp/111826438X  
    • @johnbrunswick MARKETING AUTOMATION & LEAD QUALIFICATION [ O +
    • @johnbrunswick •  MarkeEng  AutomaEon   •  Scheduling,  segmen:ng,   tracking  marke:ng  campaigns   •  MulE-­‐touch  MarkeEng   •  Orchestra:ng  coordinated   marke:ng  efforts  over  a  variety   of  channels   •  Integrated  MarkeEng   •  Consistent  iden:ty  and   message  across  channels   •  Permission  MarkeEng   •  Opt-­‐in  &  opt-­‐out   •  Open  Rate   •  Email  /  messages  opened  vs  not   5KEYMARKETING AUTOMATIONTERMS Direct Mail Email Web
    • @johnbrunswick •  Lead  Management   •  Nurture,  qualify  and  capture  leads     •  Intent  to  Buy  /  Stage   •  Behavior  /  Geo  based   •  Display  ads  when  well  qualified     •  Excellent  Opportunity  to  Change   Experience  based  on  Stage   •  Copy,  Offers,  Bu.ons,  CTA  Text,  etc   RELATIONSHIP& CONVERSION ,PDF  Download   10  Points   Webinar  Signup   20  Points   Newsle.er   Subscrip:on   5  Points   [ 9
    • @johnbrunswick YOUR CHALLENGE x x o o
    • @johnbrunswick LOOK AT YOUR BRAND + CURRENT WEB / SOCIAL PRESCENCE & THINK ABOUT THE FOLLOWING...
    • @johnbrunswick WHAT KPIS ARE YOU TRACKING ON YOUR SITE TODAY? ARE ANY MISSING THAT SHOULD BE TRACKED? WHAT IS ONE CHANGE YOU COULD MAKE TO INCREASE CONVERSION? S : G
    • @johnbrunswick create  RELEVANT  content   measurement  needs  to  be  MEANINGFUL  -­‐  not  vanity  based   CONVERSION  is  king   SEGMENT  for  relevancy  and  higher  conversion   EXPERIMENT  and  refine  conversion  approach   CONVERSE  in  the  right  places   SEO  is  OTHERS  saying  your  important  –  not  you   LOYALTY  pays   KEY TAKEAWAYS
    • @johnbrunswick LET’S CONNECT @johnbrunswick     www.johnbrunswick.com     www.linkedin.com/in/johnbrunswick     youtube.com/johnbrunswick     profiles.google.com/johnbrunswick   WWW  
    • @johnbrunswick KEY RESOURCES$
    • @johnbrunswick Understand 2012 Online Marketing Trends to make your 2013 Digital Marketing more Effective http://www.youtube.com/watch?v=KIn-6iJuwYo Professor David Bell on Digital Marketing: Wharton Lifelong Learning Tour http://www.youtube.com/watch?v=m9zowHS79xM From Mad Men to Math Men http://www.youtube.com/watch?v=oH87MtZuBcY Glossary of Digital Marketing Terms http://www.scribd.com/doc/14571090/Glossary-of-Digital-Marketing-Terms Search and Social: The Definitive Guide to Real-Time Content Marketing http://www.amazon.com/Search-Social-Definitive-Real-Time-Marketing/dp/111826438X Optimizely Presentation http://www.youtube.com/watch?feature=player_embedded&v=yY-HBW5CNcg HELPFUL RESOURCES
    • @johnbrunswick The Short Answers To Every Matt Cutts Video http://www.theshortcutts.com/ With Collective Presentations http://www.theshortcutts.com/ Zogby Analytics - Interactive Survey of US Adults (April 2013) http://www.aboutads.info/resource/image/Poll/Zogby_DAA_Poll.pdf The Digital Marketing Trio - Social Media, Mobile Marketing, and Content Marketing http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/ HELPFUL RESOURCES