The Ideal Digital Marketing Mix

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Discover through C.L.O.S.E and A.I.D how to build and engage online audiences.

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  • “You have to treat social media, especially Twitter, like a networking event. If you walk up to every person and just pitch your product, you’re going to get thrown out. Or ignored,” said Scott Stratten, president of Toronto-based Un-Marketing, which focuses on what it calls authentic marketing. “Social media is not just another broadcast platform for you to send out your crappy ads,” he added. In fact, “the click-through rates are horrible. The ROI is horrible. But it’s great for conversations. It’s great for customer service. And it’s great for networking.”
  • “You have to treat social media, especially Twitter, like a networking event. If you walk up to every person and just pitch your product, you’re going to get thrown out. Or ignored,” said Scott Stratten, president of Toronto-based Un-Marketing, which focuses on what it calls authentic marketing. “Social media is not just another broadcast platform for you to send out your crappy ads,” he added. In fact, “the click-through rates are horrible. The ROI is horrible. But it’s great for conversations. It’s great for customer service. And it’s great for networking.”
  • The Ideal Digital Marketing Mix

    1. 1. We Hearts The Arts *
    2. 2. Part 1: Introduction The Digital Marketing Mix Social. Search. Mobile.
    3. 3. Part 1: Introduction: Social Media Social Media
    4. 4. Part 1: Introduction: Social Media now use social media, up from 40% in 2012. 57%%of small businesses
    5. 5. Part 1: Introduction: Social Media 92% of small business owners say that social media is an effective marketing tool E-Strategy Trends 92%
    6. 6. The Focus is on Relationships •relationship building •customer service It’s about relationships Part 1: Introduction: Social Media
    7. 7. Relationship Building Part 1: Introduction: Social Media
    8. 8. Customer Service Part 1: Introduction: Social Media
    9. 9. Part 1: Introduction: Social Media Brand Relationship Building Customer Service Social Media
    10. 10. Part 1: Social Media What it’s not about Part 1: Introduction: Social Media
    11. 11. Part 1: Social Media Selling Part 1: Social Media
    12. 12. Part 1: Social Media C.L.O.SE Part 1: Introduction: Social Media compel. listen. observe. seek. educate.
    13. 13. Part 1: Social Media COMPEL Part 1: Introduction: Social Media building a memorable presence on multiple platforms
    14. 14. Part 1: Social Media Facebook Part 1: Introduction: Social Media Let’s be friends and have fun, here’s my #nomakeup shot I nominate Jenny and Sherrie
    15. 15. Part 1: Social Media LinkedIn Part 1: Introduction: Social Media Networking - You seem cool maybe we can work together i.e; you don’t know me but add me!
    16. 16. Part 1: Social Media Twitter Part 1: Introduction: Social Media I am in a hurry! This is what I am doing, who I am talking to and this is what it’s pertaining to..
    17. 17. Part 1: Social Media Google+ Part 1: Introduction: Social Media Where is everyone? I was told they are giving away free stuff.
    18. 18. Part 1: Social Media Other considerations Part 1: Introduction: Social Media Instagram pinterest foursquare Flickr behance
    19. 19. Listen and Observe Action Is Taken Fanpage Is ‘liked’ People Call Foot Traffic Increase Track Results ( Facebook insights ) Step 3: Consumers respond and results are tracked Interpret Results & Develop New Strategy Part 1: Introduction: Social Media
    20. 20. Part 1: Social MediaPart 1: Introduction: Social Media Seeking Warm Connections
    21. 21. Part 1: Social MediaPart 1: Introduction: Social Media Example of a Warm Connection
    22. 22. Part 1: Social MediaPart 1: Introduction: Social Media Example of a Warm Connection
    23. 23. Part 1: Social MediaPart 1: Introduction: Social Media Educating your prospects
    24. 24. Part 1: Social MediaPart 1: Introduction: Social Media Educating your prospects
    25. 25. Part 1: Social Media Who’s doing it well, Locally? Part 1: Introduction: Social Media
    26. 26. Tiffany Butt - Hanlon Realtor
    27. 27. What is she doing well? 1. Using local trending content to start conversations and she’s on multiple platforms ( C ) 2. Creating content relevant to her primary audience ( O and L ) 3. Using hash tags to give context to content ( S, O and L ) 4. Real-Time Marketing ( S ) 5. Blogging ( E )
    28. 28. She’s utilizing content that is trending, local and relevant to a Newfoundland audience
    29. 29. Her content appeals to her Facebook following. 80% of her users are woman aged 24-35.
    30. 30. Using Hashtags to give context to her social content
    31. 31. Real-time Marketing
    32. 32. Blogging
    33. 33. Search Part 1: Search Engine Marketing
    34. 34. Types Of Search Part 1: Search Engine Marketing
    35. 35. Organic Part 1: Search Engine Marketing
    36. 36. Paid Part 1: Introduction: Social Media Text
    37. 37. Search Engines Part 1: Search Engine Marketing
    38. 38. Paid Key Terms Part 2: Search Engine Marketing
    39. 39. Cost-Per-Click ( CPC ) Price-Per-Click ( PPC ) Display Network Advertising Search Advertising Video Campaigns Part 1: Search Engine Marketing
    40. 40. Web Images Video News Maps more>> Google Search I’m Feeling Lucky Relevant Search term Results 1-10 of about 6,340,000 for Masters In Education (0.16 seconds) Sponsored Links Relevant Search Term Connect with consumers looking for what you’re offering. Your Title Here Dynamic and engaging sales pitch To get consumers to click. www.buymenow.ca Your Title Here Dynamic and engaging sales pitch based on description and keywords. To get consumers to click. www.buymenow.ca Sponsored Links Part 1: Search Engine Marketing Search Advertising: PPC, CPC
    41. 41. Web Images Video News Maps more>> Google Search I’m Feeling Lucky Relevant Search term Results 1-10 of about 6,340,000 for Masters In Education (0.16 seconds) Sponsored Links Relevant Search Term Connect with consumers looking for what you’re offering. Your Title Here Dynamic and engaging sales pitch To get consumers to click. www.buymenow.ca Your Title Here Dynamic and engaging sales pitch based on description and keywords. To get consumers to click. www.buymenow.ca Sponsored Links Part 1: Search Engine Marketing Search Advertising: PPC, CPC
    42. 42. Part 1: Search Engine Marketing Display Network Advertising
    43. 43. Part 1: Search Engine Marketing Google Adwords
    44. 44. Are you feeling like this? Part1: Search Engine Marketing
    45. 45. Part1: Search Engine Marketing Call Google Customer Support 1-866-2GOOGLE 9am - 8pm est
    46. 46. Action. Insights. Developing Strategy Part 1: Search Engine Marketing
    47. 47. Part1: Search Engine Marketing Google Search I’m Feeling Lucky Relevant Search term Your Title Here Dynamic and engaging sales pitch To get consumers to click. www.bymenow.ca Paid Search Paid Placement Actions
    48. 48. 49 Part1: Search Engine Marketing
    49. 49. Part 2: Search Engine MarketingPart1: Search Engine Marketing Traffic is directed to your digital channels
    50. 50. Audience Insights: Google Analytics Part1: Search Engine Marketing
    51. 51. Audience Insights: Facebook Insights Part1: Search Engine Marketing
    52. 52. Content Insights: Klout.com Part1: Search Engine Marketing
    53. 53. Develop Strategy - Dr. Yaremchuk Part1: Search Engine Marketing
    54. 54. Traffic was down by 45% from last year observing analytics Part1: Search Engine Marketing
    55. 55. Why? Part 1: Search Engine Marketing
    56. 56. Competitors are developing more content than Dr. Y Part1: Search Engine Marketing
    57. 57. Develop More Website Content and post more often Part 1: Search Engine Marketing
    58. 58. Use Google+ to gain rankings Part1: Search Engine Marketing
    59. 59. Authorship and Posting Content Part1: Search Engine Marketing
    60. 60. Because Sergey says content from your website to Google+ Will rank better Part1: Search Engine Marketing
    61. 61. Geo Local SEO Marketing If you’re not on page one, you’re not relevant Google has moved local searches to the top of local results along with a map on the side of the page Part1: Search Engine Marketing Signup for a Google Places Account
    62. 62. Search Overview: Types of Search: Organic and Paid ( CPC, PPC ) Action. Insights. Developing Strategy Part1: Search Engine Marketing
    63. 63. Mobile Part1: Mobile
    64. 64. 70% of all internet users Part1: Mobile are mobile China is 83% - ZDNet
    65. 65. Responsive Web Design Part1: Mobile
    66. 66. Part 1 The Digital Marketing Mix Social. Search. Mobile.
    67. 67. Part 2: Tools and Tips Insights and Analytics
    68. 68. Facebook Insights Part2: Insight and Analytics
    69. 69. HootSuite hootsuite.com Part2: Insight and Analytics

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