5 Digital Marketing Mistakes You're Probably Making

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Presented at 2014 BizTimes #BizExpo - Milwaukee

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5 Digital Marketing Mistakes You're Probably Making

  1. 1. Tom Snyder Trivera @triveraguy #bizexpo 5 Digital Marketing Mistakes You’re Probably Making May 21, 2014
  2. 2. Digital MarketingDigital Marketing WebsiteWebsite Organic SEOOrganic SEO SEM/PPCSEM/PPC Paid PlacementPaid Placement Email MarketingEmail Marketing Social MediaSocial Media Mobile Web/AppsMobile Web/Apps Traditional>DigitalTraditional>Digital
  3. 3. Brand Characteristics • Value Proposition • Brand Personality • Archetype • Mission • Consistency
  4. 4. Tactics without strategyTactics without strategy is theis the noise before defeat…noise before defeat… -Sun Tzu-Sun Tzu
  5. 5. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes: 1.1. Thinking Tactically, NotThinking Tactically, Not StrategicallyStrategically
  6. 6. Brand Strategy • Setting your Goals • Identifying your Target • Defining Your Roles • Committing to Consistency • Measuring and Improving
  7. 7. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically 5 Digital Marketing Successes:5 Digital Marketing Successes:
  8. 8. ““50% of my marketing50% of my marketing money is well spent…money is well spent… 50% of my marketing50% of my marketing money is wasted…money is wasted… I just need to figure outI just need to figure out which is which!”which is which!”
  9. 9. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes: 1.1. Thinking Tactically, NotThinking Tactically, Not StrategicallyStrategically 2.2. Not Measuring Your ResultsNot Measuring Your Results
  10. 10. Measurement • Identify Measurement Points • Measure against Your Goals • Develop Improvement Plans • Demand Accountability
  11. 11. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically 2.2. Measuring and Improving YourMeasuring and Improving Your ResultsResults 5 Digital Marketing Successes:5 Digital Marketing Successes:
  12. 12. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes: 1.1. Thinking Tactically, NotThinking Tactically, Not StrategicallyStrategically 2.2. Not Measuring Your ResultsNot Measuring Your Results 3.3. Lack of Continuity andLack of Continuity and ConsistencyConsistency
  13. 13. Consistency • Develop Editorial Calendars • Divide and Conquer • Stop Efforts ONLY for Lack of Results • Have Patience • Demand Accountability
  14. 14. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically 2.2. Measuring and Improving YourMeasuring and Improving Your ResultsResults 3.3. Committing to Continuity andCommitting to Continuity and ConsistencyConsistency 5 Digital Marketing Successes:5 Digital Marketing Successes:
  15. 15. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes: 1.1. Thinking Tactically, NotThinking Tactically, Not StrategicallyStrategically 2.2. Not Measuring Your ResultsNot Measuring Your Results 3.3. Lack of Continuity andLack of Continuity and ConsistencyConsistency 4.4. Ignoring Changing CustomerIgnoring Changing Customer PreferencesPreferences
  16. 16. Know Your Customer • Ignore Your Biases • Rely on Research • Overcome Your Fears • Focus on Your Brand Experience
  17. 17. “Skate to where the puck is GOING, not to WHERE IT IS. It ain’t where the puck IS, it’s where the puck WILL BE.”
  18. 18. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically 2.2. Measuring and Improving YourMeasuring and Improving Your ResultsResults 3.3. Committing to Continuity andCommitting to Continuity and ConsistencyConsistency 4.4. Paying Attention To CustomerPaying Attention To Customer PreferencesPreferences 5 Digital Marketing Successes:5 Digital Marketing Successes:
  19. 19. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes: 1.1. Thinking Tactically, NotThinking Tactically, Not StrategicallyStrategically 2.2. Not Measuring Your ResultsNot Measuring Your Results 3.3. Lack of Continuity andLack of Continuity and ConsistencyConsistency 4.4. Ignoring Changing CustomerIgnoring Changing Customer PreferencesPreferences 5.5. Not Knowing What You Don'tNot Knowing What You Don't KnowKnow
  20. 20. Newspaper Ads Direct Mail TV Spots Radio Ads Trade Shows Mobile Web Infomercials Web Email Networking Outdoor Sponsorships Telemarketing Referrals Social Media PR Pay Per Click Blogs Panda Banner Ads Videos PURLs Click Thru Rate Measurement Penguin ROI Edge Rank Conversion
  21. 21. Filling The Gaps • Constant Education May Still Not Be Enough • Respect YOUR Value • Don’t become a Victim of Free • Don’t Fear Asking… and Paying…for Help
  22. 22. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically 2.2. Measuring and Improving YourMeasuring and Improving Your ResultsResults 3.3. Committing to Continuity andCommitting to Continuity and ConsistencyConsistency 4.4. Paying Attention To CustomerPaying Attention To Customer PreferencesPreferences 5.5. Finding a Partner Who Has YourFinding a Partner Who Has Your BackBack 5 Digital Marketing Successes:5 Digital Marketing Successes:
  23. 23. June 11June 11thth - Potawatomi Hotel & Casino- Potawatomi Hotel & Casino SocialMediaMilwaukee.comSocialMediaMilwaukee.com @GoSMUM@GoSMUM trivera.comtrivera.com

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