Export University Digital Marketing 101

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This presentation was a brief introduction to digital marketing for small and medium businesses in NC considering exploring international exporting, hosted and sponsored by the US Commercial Service …

This presentation was a brief introduction to digital marketing for small and medium businesses in NC considering exploring international exporting, hosted and sponsored by the US Commercial Service within the Department of Trade.

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  • http://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/

Transcript

  • 1. The Borderless Internet:Your Marketing Gateway toCustomers Home and AbroadK. Melissa KennedyInnovative Marketing PioneerEster Mae MarketingMay 16, 2013
  • 2. In This PresentationWhy Digital Marketing Matters? Both Domestic andInternationalSpeed Digital Marketing WorkshopWebsiteSearchEmailVideoSocial MediaMobileSummary
  • 3. Why Digital Marketing Matters?Both Domestic and International
  • 4. PURCHASE DECISIONSSTART ONLINE“80% of buyersresearch onlineto informpurchase.”~PWC2012
  • 5. The Borderless Internet: Your Marketing Gateway to Customers Home and Abroad
  • 6. Billions of Customers Waiting2.4 BillionInternet UsersWorldwide =2.4 Billion Prospects
  • 7. 2.2 BILLION email users; 144 BILLION email traffic per day634 MILLION Websites; 51 MILLION added in 2012 alone40 BILLION hours of video watched on YouTube per monthNow more than 1 BILLION users on Facebook – 2.7 Billion Likes a Day1.2 TRILLION Google Searches in 2012200 MILLION active users on Twitter1.1 BILLION smartphone usersGlobal Business Reality
  • 8. Digital Marketing 101
  • 9. Where to start?Well-definedBusiness Goals
  • 10. WebsiteSearchEmailVideoSocialMobileDigital Marketing Components
  • 11. Your website is the virtualfront doorTop 3 priorities for WebsiteCreate simple, easy navigationEducate thru contentCall to ActionOpen Source, Self PublishingTools & Inexpensive Hostingmake it possibleOnline Presence: Your Website
  • 12. “Google” is now a verb inthe dictionary2 Types of SearchPaidOrganicTop 3 Priorities for SearchThink like a customer/userKeyword-rich contentExperimentOnline Presence: Search
  • 13. Email is still best e-mediafor sales conversionTop 4 Priorities for EmailOpt In – Permission #1Subject line matters mostConsistency in frequencyPersonalizationOnline Presence: Email
  • 14. Video offers a dynamicvirtual introductionTop 3 considerations forVideoShorter the better – 60seconds sweet spotMore engagingHigher responsesOnline Presence: Video
  • 15. Social Media: Think onlinecocktail partyTop 4 Considerations forSocial MediaEngagement –ConversationTransparency andauthenticityConsider your audienceand prioritizeContent is kingOnline Presence: Social Media
  • 16. Tablets and smartphonescrushing itTop 3 considerations forMobileScreen size is smallerDifferent options forinteractionWhat action do you wantyour prospect/customer totake?Online Presence: Mobile
  • 17. Marathon MentalitySmallsteps tosuccess!!
  • 18. Your customers are onlineDigital Marketing solves many geographic issuesStart with business goalsWebsite is your virtual hubDrive traffic thru other channelsSearch, Email, Video, Social, MobileDon’t forget it is a conversationSummary
  • 19. K. Melissa KennedyResults-Oriented Marketing Pioneer@kmelissakennedyhttp://estermaemarketing.comkmk@estermaemarketing.comwww.linkedin.com/in/kmelissakennedy