Digital Marketing Overview (for students)

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This presentation was given to a class at Art Institute of Phoenix. It covers very high-level digital marketing concepts. Students also took a quiz during the class, which is covered in slides 6-16.

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  • Five different ad concepts were tested across a myriad of sizes and placements.
  • Five different ad concepts were tested across a myriad of sizes and placements.
  • Similar creative is being utilized and the client is seeing an even greater campaign click through rate. Outdoor boards and print ads were developed on the winning creative concept.
  • Read to Write Listen to Speak Appreciate to Create Give to Get
  • Digital Marketing Overview (for students)

    1. 1. Digital Marketing Overview Art Institute of Phoenix Chris Sietsema June 2, 2010
    2. 3. The Marketing Process <ul><li>Attraction </li></ul><ul><li>Conversion </li></ul><ul><li>Retention </li></ul>
    3. 4. The Marketing Process
    4. 5. Different Tools
    5. 6. Pop Quiz <ul><li>asdf </li></ul>
    6. 7. Question #1 Source: The Nielsen Company, February 2010
    7. 8. Question #2 Hensley & Co.
    8. 9. Question #3 Here’s More Info Come Back Welcome Purchase You Might Also Like
    9. 10. Question #4
    10. 11. Question #5
    11. 12. Question #6 <ul><li>The Web was invented by English scientist and </li></ul><ul><li>MIT Professor Tim Berners-Lee </li></ul>1989
    12. 13. Question #7
    13. 14. Question #8
    14. 15. Question #9 Clicks Impressions = Clickthrough Rate
    15. 16. Question #10 2,000,000 SOLD April 3, 2010  May 31, 2010
    16. 17. Attraction <ul><li>Search </li></ul><ul><li>Display </li></ul><ul><li>Social Media </li></ul>
    17. 18. Search Engine Optimization
    18. 19. Search Engine Marketing <ul><li>Relevant & Popular Keyword Phrases </li></ul><ul><li>Ad Copy to Persuade the Correct Audience </li></ul><ul><li>A Site Experience to Encourage Conversion </li></ul><ul><li>Ability to Measure the Entire Process and Find Necessary Alterations </li></ul>
    19. 20. Online Display
    20. 21. Interactive Display Creative Placement A Creative Placement B Creative Placement C VIEW RESULTS Creative Placement C IDENTIFY WINNER C1 C2 C3 DEVELOP SIMILAR ITERATIONS & TEST AGAIN
    21. 22. Interactive Display Case Study <ul><li>Arizona State University </li></ul><ul><li>W.P. Carey School of Business </li></ul><ul><li>Round 1 Testing </li></ul>
    22. 23. Interactive Display Case Study <ul><li>Arizona State University </li></ul><ul><li>W.P. Carey School of Business </li></ul><ul><li>Round 1 Testing </li></ul>
    23. 24. Interactive Display Case Study <ul><li>Arizona State University </li></ul><ul><li>W.P. Carey School of Business </li></ul><ul><li>Round 2 Testing </li></ul><ul><li>Continued Traffic Growth </li></ul><ul><li>Concept Applied to Outdoor Boards & Print Advertising </li></ul>
    24. 25. Retargeting Traffic Generation Campaigns (search, display, social, offline) Web Site Advertising Networks & Publishers < < <
    25. 26. Conversion <ul><li>Why Most Websites Fail </li></ul><ul><li>Site Strategy </li></ul><ul><li>Design & Wireframes </li></ul><ul><li>Social Media </li></ul>
    26. 27. Why Web So Many Web Sites Fail
    27. 28. Why Web So Many Web Sites Fail
    28. 29. Why Web So Many Web Sites Fail
    29. 30. Why Web So Many Web Sites Fail <ul><li>It’s Not About You, It’s About Your Visitor </li></ul><ul><li>Do No Harm </li></ul><ul><ul><li>Fix errors </li></ul></ul><ul><ul><li>Provide every piece of information necessary </li></ul></ul><ul><ul><li>Make way for a logical flow </li></ul></ul><ul><ul><li>Test everything possible </li></ul></ul><ul><ul><li>Rely on Web analytics </li></ul></ul><ul><ul><li>Balance form with function </li></ul></ul>
    30. 31. Visitor-Focused Web Design
    31. 32. Wireframes Make Design Better
    32. 33.
    33. 34. Retention <ul><li>Email Marketing </li></ul><ul><li>Mobile </li></ul><ul><li>Social Media </li></ul>
    34. 35. <ul><li>Acquiring new customers can cost five times more than satisfying and retaining current customers. </li></ul>5
    35. 36. Anatomy of an Email From Name Subject Line Pre-Header Body Link Tracking Unsubscribe Physical Address Header
    36. 37. Email Marketing
    37. 38. Mobile Basics <ul><li>Keywords & Shortcodes </li></ul><ul><li>TEXT “WINNER” to 454545 </li></ul>
    38. 39. Campaign Types
    39. 40. Social Media Objectives
    40. 41. Metrics & Testing <ul><li>Analytics </li></ul><ul><li>Testing, Testing </li></ul>
    41. 42. “ If you cannot measure it, you cannot improve it.” - Lord Kelvin
    42. 43. Analytics <ul><li>Numbers Help Answer Common Questions </li></ul><ul><ul><li>What Happened? </li></ul></ul><ul><ul><li>Why Did It Happen? </li></ul></ul><ul><ul><li>What Should Happen Next? </li></ul></ul>
    43. 44. Analytics
    44. 45. “ He who knows best knows how little he knows.” - Thomas Jefferson
    45. 46. Testing Procedures <ul><li>Split Your List </li></ul>A B
    46. 47. Testing Procedures Promotion 1 From Line 1 Subject Line 1 Promotion 2 From Line 2 Subject Line 1 Promotion 2 From Line 1 Subject Line 2 Promotion 1 From Line 2 Subject Line 2
    47. 48. Digital Marketing as a Profession <ul><li>Strategy Creative Development Metrics </li></ul>
    48. 49. Maintaining Balance
    49. 50. Consumption Breeds Creativity
    50. 51. Questions? <ul><li>Chris Sietsema </li></ul><ul><li>Teach to Fish Digital </li></ul><ul><li>[email_address] </li></ul><ul><li>480.389.5435 </li></ul><ul><li>linkedin.com/in/sietsema </li></ul><ul><li>Twitter: @sietsema </li></ul><ul><li>slideshare.net/sietsema </li></ul>
    51. 52. Slide-ography <ul><li>Slide 42 – Lord Kelvin from Wikimedia Commons </li></ul><ul><li>Slide 45 – Thomas Jefferson from cliff1066 on flickr Creative Commons </li></ul><ul><li>Slide 50 – Caterpillar from aussiegall on flickr Creative Commons </li></ul>

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