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The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game
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The Digital Marketing Revoution: How a Focused Digital Strategy Changes the Game

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  • 1. Launching Your Digital Marketing StrategyShane O’Neill - Director of Social MarketingFruchtman Marketing
  • 2. QuickTime™ and aH.264 decompressorare needed to see this picture.
  • 3. What you need know• The “inches” are dominated by experts• Social media is all grown up• Anyone can launch digital efforts, but few fullyunderstand function and executionDigital Marketing: A Game of Inches
  • 4. Why is digital marketing so important?• It’s targeted, scalable and trackable• Consumers search products/services online• 86% of mobile internet users are using theirdevices while watching TVDigital Marketing: A Game of Inches
  • 5. Types of digital marketing efforts• Facebook Advertising• Paid Search• Mobile Marketing• Your WebsiteDigital Marketing: A Game of Inches
  • 6. Digital Marketing: A Game of InchesFacebook AdvertisingWhat is Facebook Advertisingand how does it work?• Two Types of FBA - Ads & Sponsored Stories• Drives engagement to page and posts• Supports branding, showcasing product & events• Target based on location, age, status, etc.• Only pay for click throughs, which are a fairly engaged consumer.
  • 7. Sample Facebook AdvertisingCampaignDigital Marketing: A Game of Inches4,088 Clicks in 35 daysOnly .15 Per Click958 New Fans
  • 8. Paid Search• Nearly all consumers (97 percent) now useonline media when researching products orservices in their local area BIA/Kelsey and ConStat.• Among consumers surveyed, 90 percent usesearch engines with 67% being GoogleDigital Marketing: A Game of Inches
  • 9. Paid Search InchesBuilding a campaignDigital Marketing: A Game of InchesCampaign 3 Campaign 4BridalCampaign 1Ad Group 1Ad 2Ad 2BrandsAd 2Ad 2EngagementAd 2Ad 2Ad Group 1Ad 2Ad 2Ad Group 1Ad 2Ad 2
  • 10. Paid Search InchesDigital Marketing: A Game of InchesPhrase match"womens jewelry"your ad can show when someonesearches for your exact keyword, or yourexact keyword with additional wordsbefore or after it.buy womens jewelryExact match[womens jewelry]your ads can appear when someonesearches for your exact keyword, withoutany other terms in the search.womens hats, womens hatsNegative match-costumePrevents your ad from showing to peoplesearching for certain terms.costume jewelryMore than just keywordsBroad matchwomens jewelryYour ad may show if a search termcontains your keyword terms in anyorder, possibly along with othersbuy ladies jewelryBroad match modifier+womens +jewelryYour ads can only show whensomeones search contains thosemodified terms, or close variations of themodified termswomans jewelry
  • 11. Paid Search Inches• Drive traffic to content page• Don’t bid on your name• Mobile call extensions• Stay away from generickeywords like jewelryDigital Marketing: A Game of Inches
  • 12. Mobile MarketingSmartphone ownership hassurpassed 50 percent andgrowing.*61 percent of smartphoneusers perform local searcheson their device. (ComScore, January2012)Digital Marketing: A Game of Inches*ComScore, February 2013(Mobile Marketer 2012)
  • 13. Types of Mobile MarketingPay Per Call Mobile - A form of mobile marketing where a potentialcustomer can directly tap or click a phone number placed in the mobileadMobile Banner Ads - Like a standard banner ad but now customized tofit and cater to mobile websites such as Pandora.Mobile Applications - A from of mobile marketing that involves placingads inside of an application design.Text/SMS Marketing - Advertisers can send relevant marketingmessages in form of texts.Barcodes/QR (quick-response barcodes) - allows mobile users toeasily obtain information via the use of their mobile.Digital Marketing: A Game of Inches
  • 14. 14Your website and its importance• Is now the first exposure to YOUR brand• Content is more important than ever• Web responsive designDigital Marketing: A Game of Inches
  • 15. Why is ResponsiveDesign Important?Digital Marketing: A Game of InchesIt’s about user experience, not justfunctionality. You want to keep traffic onyour site and since most of it is mobile,ease of use is key.Pandora Radio: 80% + Mobile UsersEmail: over 50% mobilePaid Search: over 50% mobileResearch by Kentico, found that mobile users have a lowthreshold for satisfaction, with 44% saying they wouldn’t returnto a website that wasn’t mobile-optimized.
  • 16. Budgeting for digital marketing• Within the next few years digital mediaspends will account for 25% or more ofoverall marketing budget.Digital Marketing: A Game of Inches*ComScore, February 2013
  • 17. Visit the Fruchtman Booth S11876fruchtman.com

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