An overview of the most prominent, effective and measurable digital marketing options out there today. We’ll tackle the tough questions like: Is Paid Search and Display right for you? What is an effective budget? Where do I start?

1. Digital Marke,ng 101
Ge1ng Started
Don’t Get Overwhelmed. Get Empowered.

2. Thank You!
Stephanie Chadwick
stephanie@edgemm.com

4. Why is Digital Adver,sing Important?

5. Digital ad expenditures
surpassed TV for the first
:me in 2016, and the gap
will widen by roughly $10B
this year.

6. US digital ad spending by the
financial services industry
totaled $8.7B in 2016, an
increase of 19.5% from 2015.

7. Give Digital the AFen,on it Needs to Thrive
How To Start
Where To Get It
How To Do It Right

8. Give Digital the AFen,on it Needs to Thrive
How do I know if digital is right for me?
What is an effec:ve budget?
Where should I buy digital media?
What do all these terms mean?

9. How To Start
Take Ownership of
Your Digital Branch

10. How To Start
Take ownership of
Your Digital Branch
1. Assemble your digital team

11. Your Digital Team
! Marke:ng Strategist
! Social Media Manager
! Content Creator
! Technical Specialist
! Data Analyst

12. How To Start
Take Ownership of Your Digital Branch
1. Assemble your digital team
2. Work with Strategic Partners – NOT Vendors

13. edgemm.com/cunawebinar

14. How To Start
Take Ownership of Your Digital Branch
1. Assemble your digital team
2. Work with Strategic Partners – NOT Vendors
3. Lay a strong founda,on

15. Your Digital Founda,on
Get Access To Your Data
3rd Party Vendors

16. Your Digital Founda,on
Get Access To Your Data
Have Control of Your Analy,cs
Set up Correctly
Google Tag Manager

17. Your Digital Founda,on
Get Access To Your Data
Have Control of Your Analy:cs
Responsive
Mobile Friendly Apps
Get Your Website Ready

18. Where To Get It
Display Search

19. SEARCH

20. DISPLAY

21. Where To Get It
A layered Strategy…
1. Start with Search – Google AdWords
2. Add Display - Google AdWords or Double Click
3. Add Video - Google AdWords or Double Click
4. Add Social – Facebook

22. The Reali,es of Digital
Digital isn’t cheap

23. The Reali,es of Digital

24. The Reali,es of Digital
Digital campaigns
aren’t instant

26. Your Digital
Campaign:
Months 1-3: Baby
Months 4-6: Toddler
Months 7-12: Adolescent

29. How To Do It Right
Make sure your staff is ready.

30. How To Do It Right
Make sure your staff is ready.
Set an appropriate budget.

32. Digital made up 36.7% of
total media spend in
2016 and will account for
around half by 2021.

33. Mobile will be the main
driver of this growth,
comprising 70.3% of
digital spend in 2017.

34. How To Do It Right
Make sure your staff is ready.
Set an appropriate budget.
Measure the result, test,
experiment and repeat.

35. Thank You!
Stephanie Chadwick
stephanie@edgemm.com
Slides, Tools & Resources: edgemm.com/cunawebinar
Managing Partner, Execu:ve Vice President