1. Designing Digital
Media For BusinessDel Belcher – Social Media Specialist, Jackson College

2. Why is Digital Media important?
2015
• 78% of Americans live in a household with high-speed internet
• Over 91% of Americans own a cell phone
• 7.3% (8.6 million homes) are considered “cord cutters”
• More than 50% of U.S. adults multi-screen
• $50 billion will be spent on digital advertising in 2015 (x3 2007)
• Digital Marketing Spend is forecasted to increase 35% in 2016
• 28% of marketers have reduced their advertising budget to fund more
digital marketing
• Steve Carmody. Inc.com “What Ad Age;s 2015 Marketing Fact Pact Tells us about Digital Marketing” - http://www.inc.com/bill-carmody/what-ad-age-s-2015-marketing-fact-pack-tells-us-about-digital-
marketing.html
• Fastcompany.com “How did Google do in 2012?” - http://www.fastcompany.com/3005018/how-did-google-do-2012-50-billion-revenue-says-incredibly-excited-larry-page
• Business2community.com “10 Statistics on Top Digital Marketing Strategies for 2015” - http://www.fastcompany.com/3005018/how-did-google-do-2012-50-billion-revenue-says-incredibly-excited-larry-page

3. Google Spent
$2,350,000,000 on
infrastructure in 2014 -
Q1P.s. Google Made $60,000,000,000

4. Where does my business start?
Re/Assess
DiscoverEngage

5. Assess – Know What and Who you Are
•Values
•Issues
•Users
•Goals
Re/Assess
DiscoverEngage

6. Discover – Know your Audience
•WANT
•NEED
•MOTIVATES
•USE
•BENEFITS
If your business died
today, would anyone
care?
Re/Assess
DiscoverEngage

7. Engage – Know what Works
•Relevant
Content
•Timely
Messaging
•Measurable
Actions
•Tangible Value
Different Channels serve
different purposes:
Website
Email
Facebook
Twitter
Pinterest
Instagram
SnapChat
??
Re/Assess
DiscoverEngage

8. Re/Assess – Know What to do Next
Did we meet our…
•Values
•Issues
•Users
•Goals
SWOT
Re/Assess
DiscoverEngage

9. Free Tools
• CMS Analytics
• Facebook Audience
Insights
• Google
• AdWords
• Analytics
• Trends
• Adweek.com
• SocialBakers.com
• SearchEngineWatch.com
• SEMRush.com
• SocialMediaToday.com
• Spyfu.com
Re/Assess – Know What to do Next

10. Re/Assess
Do it again!

11. Website – Why?
Why a Website Works
• Clear Branding
• Relevant Content
• Timely Interaction
• Customer focused
Design
Would anyone
in their right mind
visit again…
On purpose?

12. Website – The Good. The Bad. The ¯_(ツ)_/¯
Bad Design
• Critical Path (Catalog)
• Order of Exorcists (Organization)
• The Clove Club (Restaurant)
Good Design
• Imgur
• Charity Navigator
• Grand River Brewery
Learn to identify good design by…
http://www.webpagesthatsuck.com/

13. Website – No Silver Bullet
What do your
customers want?
• Information
• Purchase
• Donation
• Entertainment
• Community
What do you want?
• Conversions
• Sales
• Boost Web Traffic
• Promotion
• Install an App
• Raise Awareness
• Offer Claim
• Video views

14. Summary
• You aren’t the most important part of this equation
• Find out what are successful/bad websites are doing
• Find the Value of Customer/Transaction/Site Visit
• Follow leaders in your field / Marketing professionals in your vertical
• Clear, Relevant, Timely, Focused Design and Content leads to Goal Completion
• Goal Completion – Cost of doing Business = Revenue
Re/Assess
DiscoverEngage

15. Questions?