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Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
Eight ways to Market Your Brand Online
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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 …

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

Published in: Marketing
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  • 1. EIGHT WAYS TO MARKET YOUR BRAND ONLINE Prepared by: Rank Media Agency
  • 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. 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. Search Engine Optimization
  • 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. 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. Search Engine Marketing
  • 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. 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. Display Advertising
  • 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. 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. Social Media Marketing
  • 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. 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. 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. Influencer Marketing
  • 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. 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. Content Marketing
  • 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. 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. 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. Email Marketing
  • 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. 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. Mobile Advertising
  • 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. Conclusion
  • 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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