1. Online & New Media
Tools of Digital Marketing
SNC-MKTG350
September 11, 2013

2. Tonight’s Agenda:
Digital Marketing Tools, continued
• Read Chapter 2 in Analytics text
• Read some blog posts:
– Alden: Does email still work?
– Megan: What do you do with Pinterest?
• Tools of Digital Marketing
• Next blog posts due: Mon., Sept 16

3. Does Email Still Work?
• Blog criteria:
 300-500 words
 Has 1-4 images
Has links to other articles
Takes a position/opinion
Tagged the post with relevant categories
Used a systematic research process?
What did you learn?

4. What in the world do you do with
Pinterest?
• Blog criteria:
 300-500 words
 Has 1-4 images
Has links to other articles
Takes a position/opinion
Tagged the post with relevant categories
Used a systematic research process?
What did you learn?

5. Key Points: Analytics
• 3 things to always document in your goals:
– Desired behavior changes
– Volume of change
– Timeframe to achieve goals
• Specific metrics available in social media
platforms
– Facebook, Twitter, YouTube, Pinterest, SlideShare
, Flikr, Google+
• Earned Conversations vs. In-Network
Conversations

6. Key Points: Analytics
• Web analytics: Visits, Pageviews,
Traffic Sources, Conversion
• Search metrics: Cost per Click,
Clickthru Rate, Impressions
• Organic vs. Paid Search
• Aligning metrics for online and
traditional media

7. Tools of Digital Marketing
• Social:
– Facebook
– Twitter
– Pinterest
– FourSquare
– Hundreds more…

8. Tools of Digital Marketing
1 B
900 M
500 M
100 M

9. Tools of Digital Marketing
• Deals:
– GroupOn
– LivingSocial
– SaveWithMe
– Google Offers
• System requirements
– Users in an email database, signed up
– Merchants willing to discount to get new clients
– Marketplace to connect buyers with sellers
– Popular among women
– Share revenue on “back-end” with merchant

10. Tools of Digital Marketing - Video

11. Source: Wisteria Video Sharing: http://columnfivemedia.com/work-items/wistia-infographic-one-nation-under-video/

12. Next session:
• Quiz 4
• Read Chapter 2 in Don’t Make Me Think text
• 3 Blog posts to review
• More digital marketing tools:
– Web and mobile apps
– Apple and Android stores as distribution channels
– Mobile devices
– Podcasts, syndication and RSS
– Database marketing
• Business Department Chair Kendra Wong will visit