Digital Marketing Trends-ethology-Inntopia2011


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This essential workshop will showcase tools and tricks for online marketers that are effectively growing top-line revenues as well as building brand equity impacting the top line. Mike Rosenberg, Strategic Development Lead at ethology, will touch on both the theory and practice as he guides attendees through the art of online marketing, combining tried and true tactics with today’s innovative technology.

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  • Digital Marketing Trends-ethology-Inntopia2011

    1. 1. Marketing Online<br />Tools & Strategies to Grow Top-Line Revenue<br />Inntopia User Group<br />Tuesday, May 10th<br />
    2. 2. Introduction & Agenda<br />Agenda<br />Shameful Brand Plug <br />Verbal Laser Release & Warm-up<br />Digital Marketing State of the Nation<br />Opportunities to Up-level Your Digital Marketing Performance<br />Mike Rosenberg<br />Strategic Development Lead, ethology<br />@mikerosenberg<br />
    3. 3. About ethology strategic digital marketing<br />ethology is a digital marketing firm that believes earned and owned media is as important as paid. Redefining industry standards and strategies, ethology evolves its efforts in real-time, based on market intelligence, emerging trends and competitive insight, to propel its clients forward towards digital success. <br />the ethosystem<br />
    4. 4. ethology: Client Sampling<br />
    5. 5. Laser Fine Print<br />
    6. 6. Medical Release<br />I (insert name) swear that I will not shoot the presenter, other attendees, or anyone else for that matter, in the eye with my laser.<br />I Accept<br />
    7. 7. WARM UP<br />
    8. 8.
    9. 9.
    10. 10. Digital MarketingState ofthe Nation<br />
    11. 11. We employ a full suite of digital marketing tactics (website, search, social, email…)<br />YES<br />NO<br />
    12. 12. “Yep, we’re already doing that”<br />
    13. 13. When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it!<br />YES<br />NO<br />
    14. 14. Which Tactic Produces the Best ROI?<br />Social <br />Media<br />Display Advertising<br />Search<br />Email<br />Affiliate Marketing<br />Mobile<br />
    15. 15. Per the DMA, It’s Email Followed By Search<br />Search<br />Email<br />2x the return of search<br />Leading the rest of the pack<br />Source: Direct Marketing Association (DMA) “The Power of Direct Marketing” 2010<br />
    16. 16. I have an integrated digital marketing plan that aligns budget with ROI …<br />YES<br />NO<br />
    17. 17. I am a publisher<br />YES<br />NO<br />
    18. 18. Why Yes You Are (We All Are): Random Content Publishing Statistics<br /><ul><li>3 trillion web pages indexed by Google (+50 Billion unique)
    19. 19. 90 trillion emails sent annually
    20. 20. 3.5 billion conversations occurring daily
    21. 21. 4 billion images on Flickr
    22. 22. 2.5 billion images uploaded to Facebook each month
    23. 23. And on and on and on</li></li></ul><li>Authoritative and Relevant Content Growing More Important by the Minute<br />
    24. 24. The Most Common Digital Marketing Opportunities for ethology Clients<br />Digital Marketing Health: Measuring Performance of ROI Producers In Relation to the Marketplace and Adjusting Efforts Accordingly<br />Listening: Understanding What Your Target Audience Wants To Improve Relevance and Success<br />Content Marketing: Moving from Advertiser to Authority<br />Digital Marketing Strategy and Planning: Creating a Measurable Plan Built for Success<br />
    25. 25. Digital marketing health<br />
    26. 26. Earning and Owning Digital SuccessContent, Search, Social & Lifecycle<br />Optimizing your search, social and content marketing efforts with a unified, truly holistic strategy.<br />Contentdrives consumers to your brand and affects every aspect of the decision making process. A successful content strategy will consider all forms of content, contextual & media-driven<br />Searchaddresses the accessibility and strategic focus of your content, ensuring your brand is visible and answering your targets’ questions<br />Social ensures content and conversations are relevant and engaging, appear in the right venues, and support consumer intent<br />Lifecycle (email and mobile) helps brands build long-term relationships by keeping their engaged audiences informed, connected, and ready to repeat desired behaviors<br />
    27. 27. High-Level Competitive Tactical Assessments<br />Example: ethology Digital Opportunity Report<br />Input: 4 competing site URLs and inclusion on your email list<br />FYI –we can do this for you – see me after<br />Concentrating on tactics with the highest potential for return<br />Content<br />Social Media<br />Search<br />
    28. 28. Step 1: Search Engine Optimization (SEO) <br />Understand the effectiveness of your SEO efforts v. the competition<br />Data Sources and Tools:<br /><ul><li> Google Webmaster Tools
    29. 29. Sycara
    30. 30. SEM Rush
    31. 31. Web Position Gold
    32. 32. Raven Tools
    33. 33. SEO Moz</li></li></ul><li>Step 1: PPC (Paid Search)<br />Understand the efforts of your competitors in paid search for planning and testing purposes<br />Data Sources:<br /><ul><li> SpyFu
    34. 34. SEM Rush
    35. 35. Google Adwords</li></li></ul><li>Step 2: Content and Authority<br />Measure content quantity (potential for relevance and traffic attraction) and site authority for planning purposes<br />Data Sources:<br /><ul><li>Google Webmaster Tools
    36. 36. Yahoo! Site Explorer
    37. 37. Sycara
    38. 38. SEM Rush
    39. 39. Web Position Gold
    40. 40. Raven Tools
    41. 41. SEO Moz</li></li></ul><li>Step 3: Social Media Reach/Engagement<br />Compare reach and engagement in the marketplace on the major networks<br />Data Sources:<br /><ul><li>Facebook and twitter (elbow grease)</li></li></ul><li>Email Assessment<br />Assess ROI, deliverability, creative rendering, and overall segmentation and execution plan<br />Data Sources:<br /><ul><li>Litmus
    42. 42. ExactTarget</li></li></ul><li>Other Assessment Opportunities<br />Conversion Rate – Shooting for +2% <br />Usability – Optimize and test for all: time on site, page views, bounce rate <br />Competitive Link Analysis – What links are common and uncommon in the competitive set (see aforementioned SEO tools)<br />Competitive Traffic Assessment –, Hitwise<br />Demographic Assessment - Quantcast<br />Social Media Engagement – What messaging and activities create the most buzz and drive the most traffic to your conversion points<br />Content Consumption – What content is most consumed and how can more be produced, curated, and distributed<br />Testing, Measurement – More of a question, do you religiously test, measure, and adjust your digital marketing efforts?<br />
    43. 43. As for those shiny new objects…<br />Don’t be first to market – learn from others and increase your chances for success <br />Don’t be last to market – leads can really become insurmountable<br />Social – At a minimum, manage your reputation (check out Revinate), distribute content and divert media budget to Facebook advertising (the best deal online)<br />Mobile – View your site on a smartphone. If you can’t see it, 15% of your site visitors can’t either. Create a web friendly version with contact info, directions, popular content (images and text), and booking abilities <br />
    44. 44. Laser Break!<br />
    45. 45. I’d like to take a 10 second break for a FUN Laser-Related activity before moving on…<br />YES<br />NO<br />
    46. 46. Laser Tattoo Removal<br />
    47. 47. Listening<br />
    48. 48. I listen to what my customers want online<br />YES<br />NO<br />
    49. 49. Build Relevance by Understanding Consumer Vernacular<br />2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE!<br />2010: 2x<br />
    50. 50. Understand Content Demand in Relation to Your Business<br /> Beyond brand, develop a keyword target list to guide your content planning and distribution efforts:<br /> Search<br /> What keywords perform best beyond brand phrases?<br /> What phrases are you targeting?<br /> What content is of interest to the public?<br /> Your Assets (Website / Microsites / Social / email)<br /> What content is most highly consumed?<br /> Offline/Brand<br /> What are you known for?<br />
    51. 51. Understand Content Demand in Relation to Your Business<br /> Take topical interest related to your business and listen to consumer conversations for:<br /> Points of interest<br /> Types of popular content<br /> Location of conversations<br /> Identify influencers<br />
    52. 52. Content Marketing<br />
    53. 53. How many journalists/copywriters do you have on staff?<br />Yeah Right<br />+2<br />1<br />
    54. 54. Content Planning Process and Insights<br />Research Topical Areas of Interest Available for Brand Connection<br />Your “One Thing” – What’s Your Brand Promise<br />Outline Your Goals<br />Identify the Team<br />Analyze Target Audience<br />Audit Existing Content For Quality and Demand<br />Strategy and Plan: Create Authoritative Content For Consumption and Conversation Starting, News for Industry and Public Awareness, Engage, and Create Interactive Promotions<br />Select Outposts According to Research and Plan Needs<br />Create a Content Calendar Across All Channels<br />Create, Optimize and Distribute Content<br />Measure, Test, Do It Again<br />
    55. 55. Social Content Distribution<br />Offsite Content<br />Video: Keyword & Geo-targeted<br />Images: Keyword & Geo-targeted<br />Podcast: Downloadable Audio<br />PPT Presentations: Slide Sharing<br />E-book: PDF of Whitepapers<br />Articles: Content Syndication<br />Press Releases & Newsletters<br />Infographics: Industry Charts<br />Research Reports & Surveys<br />Widgets:Links Embedded<br />Blog Posts: Links Embedded<br />
    56. 56. Ongoing Listening, Reporting and Guidance<br />Radian6<br />Brand Monitoring<br />Reputation Management<br />Topical Trends<br />Content Types<br />Outpost Identification<br /> Influencer Identification<br />Social Outpost Reporting<br />Followers<br />Engagement<br />Google Analytics & Offline<br />Site Traffic and Usage<br />Inbound Calls/Contracts<br />
    57. 57. Digital MarketingStrategy and Plan<br />
    58. 58. How’s your plan looking now?<br />GREAT, THANKS FOR WASTING MY TIME<br />WE’VE GOT SOME WORK TO DO<br />
    59. 59. Strategy and Plan Development Process<br />Identify your goals and objectives and create KPIs<br />Note areas of outstanding and substandard performance in the marketplace<br />Audit your efforts<br />Understand your audiences, their likely behaviors, and content demand<br />Record offline activities and note for online support<br />Develop a strategy to support your brand promise in a consistent way across all channels<br />Create a tactical plan across channels (attraction, engagement, conversion, retention)<br />
    60. 60. Other Planning Tips – Audience Behavior<br />As critical as understanding consumer demand, understanding likely consumer behavior is paramount to any plan. For Social Media, check out Forrester’s Technographic tool:<br /><br />
    61. 61. Other Planning Tips – Usage Trends<br />Especially for new technologies and opportunities, always spend time understanding what common consumer behavior looks like.<br />Example, when building a mobile presence, make sure information gathering is the top priority, booking second<br />(Again, you probably don’t need an app, make a mobile friendly version of your site first)<br />
    62. 62. Other Planning Tips – Budgeting<br />Budgets have yet to follow consumer time spent with various media<br />Align budgets with time allocations, and then prioritize for return<br />
    63. 63. Other Planning Tips – Local Marketing<br />
    64. 64. Other Planning Tips - Organize Internally for Success<br /><ul><li> Roles and Responsibilities (Hire a Community Manager!)
    65. 65. Empower Subject Matter Experts With Training and a Plan
    66. 66. Armed with Content Demand Insights
    67. 67. With Measurable Goals and Frequent Check-ins</li></ul><br />
    68. 68. Pro-Tip: Utilize Remarketing to Relevantly Extend the Conversation Beyond the Social Network (Display, Paid Search, Email)<br />
    69. 69. Relevance Case Study from Online Marketing Summit 2010<br />Social<br />Banners<br />Search and Social Interest<br />Locations – GC, Sedona, cities<br />Activities – outdoor<br />Images<br />Website<br />
    70. 70. Thank You!<br />Mike Rosenberg<br />Strategic Development Lead<br /><br />503.222.6378<br />@mikerosenberg<br /><br />Find This Presentation On SlideShare<br /><br />