Click to edit Master title style Click to edit Master text styles Second level Third level Fourth level Fifth level Prepared for company name here | date here Page Pedro Laboy, Partner Best Practices in Digital Marketing Part 1 of 2

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Part I The New Digital Medium Defining Your Digital Footprint Understanding Your Media Mix Usability Essentials A Word On Digital Branding Website Development Part II Display Ads Email Marketing Landing Pages Search Engine Marketing Targeting and Media Tools Presentation Outline

Part I

The New Digital Medium

Defining Your Digital Footprint

Understanding Your Media Mix

Usability Essentials

A Word On Digital Branding

Website Development

Part II

Display Ads

Email Marketing

Landing Pages

Search Engine Marketing

Targeting and Media Tools

We are brand, marketing, and innovation consultants

Innovation

Engagement

Measurement

Value

A selection of our B2B clients Selected Clients

change at the speed of light

1 Billion internet users 2 Billion web pages 2.6 Billion mobile phones 500 Billion gigabytes of digital data created daily 3 Billion web searches

duck cover ignore wish it away

"It is not necessary to change. Survival is not mandatory " W. Edwards Deming

From the web to a new digital medium

Web

Mobile

Out of Home

interactive TV

Digital Universe

Web Evolution

Digital Landscape

what are your goals?

what you want

what you need

what you can afford

who are your consumers ?

them?

them?

them?

or them?

Adoption rate participation rate aging rate

Digital Consumer Universe

what is the competition doing?

look at industries with similar business models

Defining your digital footprint

each organization leaves a unique digital footprint

Digital Brand Universe

Types of digital properties

Amazon

Subservient chicken

Defining your media mix

Media Mix

Amazon

Amazon

WebMD

WebMD

Usability

user experience degrades in 3-second intervals

under 3 seconds

3 to 6 seconds

6 to 9 seconds

keep it simple

angry baby

happy baby

happy baby

What am I doing here?

users do not read; they scan

F

F

Where am I?

Designing for your audience

why should I be here? what can I do here? what do they have here? what is this?

why should I be here?

what can I do here?

what do they have here?

what is this?

Engagement

A word on digital branding

Website planning

Interactive Development Approach

Presentation outline strategy

Presentation outline

Transition should be slowed. Use fade in/out I recommend using a more appealing photograph here. Slow down transition and use fade in/out. Also, the graphics should be on a “note” like the rest of the page. I would keep the graphic and copy on the “post it.” Do not use “click here.” Don’t get the microphone. I would use a graphic that portraits teamwork. Remove. Having two manus is confusing Remove “view the case study.” Just add a hot link to the copy. Do not use the term “full-service” This should be more descriptive of what the company does (I.e. Brand Strategy and Design, Brand Consultants, etc)

Presentation outline

Presentation outline

Presentation outline

HTML vs. Flash HTML FLASH VS

PHP vs. .Net Open Source .Net VS

Part I The New Digital Medium Defining Your Digital Footprint Understanding Your Media Mix Website Development Usability A Word On Digital Branding Part II Display Ads Email Marketing Landing Pages Search Engine Marketing Targeting and Media Tools Presentation Outline

Part I

The New Digital Medium

Defining Your Digital Footprint

Understanding Your Media Mix

Website Development

Usability

A Word On Digital Branding

Part II

Display Ads

Email Marketing

Landing Pages

Search Engine Marketing

Targeting and Media Tools

Presentation outline Pedro Laboy [email_address] 212-268-4800 ext. 208