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IACC Understanding Digtial Marketing
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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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  • 1. Find Us Online
  • 2. The Evolution of Marketing Channels
    Courtesy of Exact Target
  • 3. 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
  • 4. Overview
    Social Marketing
    Paid Advertising
    Email Campaigns
    Mobile Strategy
    Search Optimization
    Google Analytics
    Great Website
    Solid Hosting
  • 5. Elements of Digital Marketing
    Search Marketing
  • 6. Elements of Digital Marketing
    Paid Placement
  • 7. Elements of Digital Marketing
    Email Marketing
  • 8. Elements of Digital Marketing
    • SMS text message marketing
    Mobile Marketing
    • Mobile website strategy
    • 9. Mobile friendly design
    • 10. Mobile platform
  • Elements of Digital Marketing
    Social Media Marketing
  • 11. Elements of Digital Marketing
  • 12. Digital gains larger portion of marketing budget
    Traditional budgets shrink
    Elements of Digital Marketing
  • 13. Elements of Digital Marketing
  • 14. 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
  • 15. Break!!!!
  • 16. Case Study
    Graylyn International Conference Center
    Winston-Salem, NC
  • 17. 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.
  • 18. 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.
  • 19. Case Study
    Bookings attributed to Internet increased from 80 in 2009 to 219 in 2010.
  • 20. Case Study
    Continued increase in organic and non-branded search traffic.
  • 21. 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.
  • 22. Questions?
    Questions ?
  • 23. Stay Connected
  • 24. The End