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IACC Understanding Digtial Marketing
 

IACC Understanding Digtial Marketing

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An overview of the digital marketing landscape especially as it applies to IACC, Conference Centers

An overview of the digital marketing landscape especially as it applies to IACC, Conference Centers

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    IACC Understanding Digtial Marketing IACC Understanding Digtial Marketing Presentation Transcript

    • Find Us Online
      www.BEMgroupinc.com
      @BEMinteractive
    • The Evolution of Marketing Channels
      Courtesy of Exact Target
    • Digital MarketingAn Executive Overview
      At the IACC-Americas 30th Annual Conference
      March 23-25, 2011
      Part of the BĒM Group
      Digital Marketing Series
      Presented by Kim E. Williams
      @WilliamsKim
    • Overview
      Social Marketing
      Paid Advertising
      Email Campaigns
      Mobile Strategy
      Search Optimization
      Google Analytics
      Great Website
      Solid Hosting
    • Elements of Digital Marketing
      Search Marketing
    • Elements of Digital Marketing
      Paid Placement
    • Elements of Digital Marketing
      Email Marketing
    • Elements of Digital Marketing
      • SMS text message marketing
      Mobile Marketing
      • Mobile website strategy
      • Mobile friendly design
      • Mobile platform
    • Elements of Digital Marketing
      Social Media Marketing
    • Elements of Digital Marketing
    • Digital gains larger portion of marketing budget
      Traditional budgets shrink
      Elements of Digital Marketing
    • Elements of Digital Marketing
    • Barriers to Success
      Staff lacks knowledge of social marketing(or knows the pieces, but not how they fit together)
      Staff lacks time “for one more thing”
      Management lacks understanding of social marketing & appreciation of benefits to bottom line
      Management has HUGE fear of loosing control
      Absence overall of a Social Marketing Strategy
      3
      4
      2
      1
      5
    • Break!!!!
    • Case Study
      Graylyn International Conference Center
      Winston-Salem, NC
    • Case Study
      Graylyn International Conference Center
      In 2009, BĒM was contacted by Graylyn International Conference center. Graylyn had their website redesigned the previous calendar year and had been hoping to get some increased lead generation with their new online presence. Lack of results and difficulties getting site maintenance perfomred with their current website designer sent them looking for help.
      BĒM Group, Inc. conducted a Search Engine Optimization (SEO) report card on the site and recommended aggressive SEO set up and monthly SEO management. Pay per click advertising was also recommended for short term or seasonal programs.
      BĒM Group, Inc. conducted a SEO key phrase analysis for both SEO and PPC campaigns. Following the analysis, key phrases were selected and initial adjustments were made to the site. Monthly monitoring and continued site adjustments were made from late 2009 through 2010.
    • Case Study
      1. SEO Visibility increased across all three tiers
      2. Non Branded Traffic increased
      3. Organic Traffic Increased
      Increase, year over year, in conversions with largest increases shown in 2011.
    • Case Study
      Bookings attributed to Internet increased from 80 in 2009 to 219 in 2010.
    • Case Study
      Continued increase in organic and non-branded search traffic.
    • Conclusions and Future Direction
      Increase in search visibility positively impacts lead generation and bookings.
      Online conversion totals do not tend to reflect the full impact of increased visibility. Tracking offline is critical.
      Positive results from SEO are long term. Consistent visibility has a cumulative affect.
      Be patient.
      Early indicators are that PPC can positively affect SEO/Conversion.
      Graylyn began and adjusted some Social Media and Email Marketing efforts. Pursuing best practices across these and all Digital Marketing channels will results in continued positive outcome.
    • Questions?
      Questions ?
    • Stay Connected
      Blog
      www.BEMgroupinc.com
      @WilliamsKim
      Facebook
    • The End