The Importance and Function of Your Website in Digital Marketing

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Welcome to the Digital Marketing Revolution. In the past few years we have seen digital marketing efforts increase dramatically for the retail jeweler. Scalability, data tracking and low costs have made digital media the marketing topic du jour. There is serious money and business at stake for those who enter the fray, but digital efforts can’t survive alone. There are detailed aspects that can significantly alter successful outcomes, and most revolve around your website. Find out how programs like paid search, retargeting and mobile advertising work and, more importantly, what you are risking in time and money if you don’t have the proper foundation. Your website is arguably the most important asset you posses to drive new business. It is also the most frequently neglected. The introduction to countless digital marketing and social media opportunities combined with the rise of the smartphone have changed the game forever. Explore why it is vital to understand the how and why of the digital landscape and what it means for your business.

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The Importance and Function of Your Website in Digital Marketing

  1. 1. Shane O’Neill Vice President - Fruchtman Marketing | Booth S11876 The Importance and Function of Your Website in Digital Marketing
  2. 2. There’s a Revolution Going On Your Website and Digital Media A digital revolution... and it’s like the wild west. •Digital media is one of the biggest disruptors in the jewelry industry in decades. •Has fundamentally changed how people shop. *Morgan Stanley
  3. 3. What is The Digital Revolution Your Website and Digital Media One could argue it all started with the introduction of the iPhone in 2007... • YouTube launched in • Facebook open to the public • Mobile web will overtake desktop internet use by 2015* *Morgan Stanley 2005 Late 2006
  4. 4. The Digital Revolution Your Website and Digital Media The Growth of Digital Marketing is Light Speed • Up to 25% of marketing budgets are digital • Highly scalable, trackable and sophisticated • Drives traffic and connects to your website like never before... what will you do when they get there? *Morgan Stanley
  5. 5. The Importance of Digital Media Your Website and Digital Media If content is King (Arthur), then data is Merlin. Digital media is chock-full of revealing information from where visits come from to the type of device being used. However, it’s not just digital. Things like Google Analytics can help track traditional marketing too!
  6. 6. The Central Hub: Your Website Your Website and Digital Media Your website is arguably your greatest asset. Gone are the days of one dimensional, static websites. Today your website is the cornerstone of new and repeat business. It requires constant attention. Just like your store.
  7. 7. Your website and its importance • Is now the first exposure to YOUR brand • Content is more important than ever • Consumers expect a robust online experience • The most important factor in successful digital marketing Your Website and Digital Media
  8. 8. What Consumers are Doing • 65% of U.S. shoppers browsed online and bought in store over the holidays • 4 out of 5 consumers use smartphones to shop • 35% of smartphone owners in Q2 2013 used their device to locate a store Your Website and Digital Media
  9. 9. 9 How’s this for eye opening? Research by Kentico, found that mobile users have a low threshold for satisfaction, with 44% saying they wouldn’t return to a website that wasn’t mobile-optimized. Your Website and Digital Media
  10. 10. The Big Shift in Website Design Your Website and Digital Media It’s called responsive web design and it’s the most important digital initiative you can undertake. In layman’s terms, responsive design provides different views of your website based on the size and shape of the device on which it is displayed: smartphone, tablet, laptop or desktop.
  11. 11. The Big Shift in Website Design Your Website and Digital Media
  12. 12. Why is Responsive Design Important? It’s about user experience, not just functionality. You want to keep traffic on your site and since most of it is mobile, ease of use is key... Your Website and Digital Media
  13. 13. Types of Digital Media we will be Discussing Your Website and Digital Media Paid Search Retargeting & Digital Banner Advertising Email Marketing
  14. 14. Your Website and Digital Media Your Website & Paid Search • Paid Search: over 50% mobile • Drives active traffic to website • Drive traffic to bridal galleries • Think of spend & potential waste... remember the 44% •Track Mobile Clicks to Call
  15. 15. Your Website and Digital Media Your Website & Paid Search •Schedule mobile ads & bids for action (Mobile Marketer)
  16. 16. Your Website and Digital Advertising Your Website and Digital Media 46% of smartphone owners have viewed a mobile ad and 64% of those have made a purchase as a result. Pandora Radio: 80% + Mobile Users Retargeting brings them back...
  17. 17. Who Knew? Digital marketing can surprise you. Your Website and Digital Media
  18. 18. Your Website and Email Marketing Your Website and Digital Media Email: over 50% mobile. We are seeing up to 80% Link content to website to help gauge interest 72% of people read their emails in bed (MailChimp) Smartphone owners are more likely to use their device for email than for making phone calls.
  19. 19. Your Website and Email Marketing Your Website and Digital Media
  20. 20. The First Step... Your Website Your Website and Digital Media As you can see, there are many ways to drive traffic to your website using digital media. However, as with all marketing, execution is more important than ever. The consumer is online but, if you want to use digital marketing, you must re-think your online presence.
  21. 21. Thank You for Attending! FREE One-on-one Consultations: Visit us at booth: S11876

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