Eight ways to Market Your Brand Online

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This presentation contains an overview on the 8 main online marketing channels businesses use to increase brand awareness, develop leads, and generate sales. These digital marketing channels include:

- Search Engine Optimization
- Search Engine Marketing / PPC Advetising
- Display Advertising
- Social Media Marketing
- Influencer Marketing
- Content Marketing
- Email Marketing
- Mobile Advertising

*Presentation was prepared by our Director of Media & Strategy, Jonathan Berthold.

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Eight ways to Market Your Brand Online

  1. 1. EIGHT WAYS TO MARKET YOUR BRAND ONLINE Prepared by: Rank Media Agency
  2. 2. Online Marketing Channels 2 • Search Engine Optimization • Display Advertising • Influencer Marketing • Email Marketing • Search Engine Marketing • Social Media Marketing • Content Marketing • Mobile Advertising
  3. 3. Online Marketing Trends • $135 Billion is estimated to be spent on digital marketing in 2014 • Digital advertising will make up 25% of total advertising spending by 2015 • Global ecommerce sales will reach $1.3 Trillion by 2016 3 WebDAM Solutions http://www.webdam.com/2014-marketing-statistics-infographic/ Digital Information Worlds http://www.digitalinformationworld.com/2014/02/future-of-how-we-shop-infographic.html
  4. 4. Search Engine Optimization
  5. 5. Search Engine Optimization • 61% of Internet users research products online • 44% of online shoppers begin by using a search engine • 75% of users will not scroll past the first page of search results • 33% of organic traffic goes to 1st listing on search engines 5 HubSport http://www.hubspot.com/marketing-statistics#Lead Generation WebDam Solutions  http://www.webdamsolutions.com/2014-marketing-statistics-infographic/
  6. 6. Main Benefits of SEO • Cost-effective when strategy is executed efficiently • Provides a better overall user experience • Search engines drive the most traffic • Builds brand awareness and branding opportunities 6
  7. 7. Search Engine Marketing
  8. 8. Search Engine Marketing (PPC) • Total advertising spend on mobile grew 23% in Q4 2013 compared to the previous quarter • Global spend on pay-per-click (PPC) advertising has increased by 13% from Q3 2013 and 7% year-on-year • Google continues to dominate with 84% of the world's paid search market share • Mobile advertising now represents 20% of total search spending worldwide 8 eConsultancy http://econsultancy.com/blog/64144-global-paid-search-spend-increased-in-2013-stats
  9. 9. Benefits of Search Advertising • Google and Bing are the major platforms for search advertising • Mobile search advertising is on the rise • Click-to-call and local campaigns • Generates immediate leads and/or sales • Complements SEO efforts: having both paid and organic listings can increase click-through rates (CTR) • Google Shopping allows brands to create product-based ads 9
  10. 10. Display Advertising
  11. 11. Display Advertising • Traditional Banner Display Advertising • Fixed-fee (CPM rate or Flat Fee) vs. real-time bidding (RTB) • Social Media Advertising • Facebook, Twitter, LinkedIn, Foursquare, etc. (and soon Pinterest & Instagram) • Retargeting via Display Advertising • Web retargeting & social (Facebook and Twitter) retargeting • Contextual Display Advertising • Pop-ups/pop-unders and text link advertising • Mobile Display Advertising 11 CMO by Adobe: http://www.cmo.com/content/cmo-com/home/articles/2013/7/29/_15_mind_blowing_sta.html http://www.cmo.com/content/cmo-com/home/articles/2013/11/20/15_Stats_Retargeting.html
  12. 12. Power of Retargeting • The average person sees more than 1,700 banner ads/month • An estimated 60% U.S. online consumers notice ads for products they looked up on other sites • The average CTR for display ads is ~0.07%, whereas the average CTR for retargeted ads is ~0.7% • Retargeted visitors are 70% more likely to convert than non- retargeted web users 12
  13. 13. Social Media Marketing
  14. 14. Social Media Marketing • 93% of marketing professionals leverage social media for their businesses • 72% of all web users are active on social media platforms • 71% of users access social media from mobile devices • 70% of marketers have used Facebook to acquire customers • 34% have generated leads from Twitter 14 Hubspot  http://www.hubspot.com/marketing-statistics#Lead Generation Jeff Bullas  http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/#XJWOB9DrEUeAJYWE.99
  15. 15. The Right Social Platforms • Choose the right social media platforms based on key factors: • Target audience: B2B or B2C? • Location: local marketing, national, or international? • Main objectives: to increase awareness, community engagement, leads, or sales (ecommerce)? • Community building activities: will you launch contests? Hold group discussions? 15
  16. 16. Benefits of Social Media • Increases brand awareness • Helps build active communities and brand advocates • You can target niche audiences • Social media can help convert users into customers • Sophisticated advertising platforms provide huge potential 16
  17. 17. Influencer Marketing
  18. 18. Influencer Marketing • 92% of consumers have more trust for a peer recommendation than a message coming directly from a brand • 33% more sales are driven via brand ambassadors than average customers • 78% of online users will research a product, service, or company before making a final purchase decision 18 Nielsen http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html Zuberance  http://www.zuberance.com/resources/resourcesStats.php
  19. 19. Influencer Marketing • Ability to access attentive niche target audiences • Earned media has a better reputation than paid advertising • Lower CPM than banner ads and traditional advertising • Creates brand ambassadors that will follow your business and promote your products & services 19
  20. 20. Content Marketing
  21. 21. Content Marketing • 90% of CMOs believe that custom content has a positive effect on audience attitudes • 61% of people are more likely to buy from companies that produce custom content • Content marketing tactics are most often executed through the use of: Articles (79%), Blogs (65%), Newsletters (63%), Case Studies (58%), Whitepapers (51%), 21 Unbounce http://unbounce.com/content-marketing/content-marketing-stats/
  22. 22. Content Marketing Vehicles 22 • Blogs • E-Newsletter • White Papers • Online Articles • Online PR and News Releases • E-Books • Case Studies • Testimonials • Webinars • Videos • Digital Magazine • Teleseminars • Podcasts • Infographics • Online Surveys • Discussion Forms
  23. 23. Content Marketing Benefits • More branded content leads to more exposure • Allows your brand to tell its own story • Engaging content breaks through clutter • Custom content can help you build dedicated subscribers • Videos and press releases can generate a significant buzz 23
  24. 24. Email Marketing
  25. 25. Email Marketing • 74% of consumers prefer to receive commercial communications via email • Email marketing has an ROI of 4,300% • 59% of companies are integrating email and social channels together • 76% of email opens occur in the first two days after an email is sent 25 Hubspot http://blog.hubspot.com/marketing/email-marketing-stats-list
  26. 26. Email Marketing • Integral aspect in audience development – goes hand in hand with social media marketing • Strategic email remarketing can help you segment users into different subscriber baskets • You can continuously drive traffic back to your site with an active newsletter 26
  27. 27. Mobile Advertising
  28. 28. Mobile Advertising • 57% of users won’t recommend companies with poor mobile sites • 25% of all online searches are done from mobile devices • Total mobile advertising revenue will hit $24.5 Billion by 2016 • Social media ad revenues expected to hit $11 Billion by 2017 • 85% of users prefer native mobile apps to mobile sites 28 Search Engine Journal http://www.searchenginejournal.com/2014-mobile-landscape-25-statistics-will-drive-future-mobile-marketing-infographic/89507/
  29. 29. Conclusion
  30. 30. Conclusion • Choose the right marketing channels based on your objectives • Base your strategy on your target audience’s online behaviours • Build the right foundation and invest in a clean, marketing-driven website • Make sure your brand messaging is consistent across all types of online marketing 30

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