1. Launching Your Digital Marketing Strategy
Shane O’Neill - Director of Social Marketing
Fruchtman Marketing

2. QuickTime™ and a
H.264 decompressor
are needed to see this picture.

3. Digital Marketing: A Game of Inches
What you need know
• The “inches” are dominated by experts
• Social media is all grown up
• Anyone can launch digital efforts, but few fully
understand function and execution

4. Digital Marketing: A Game of Inches
Why is digital marketing so important?
• It’s targeted, scalable and trackable
• Consumers search products/services online
• 86% of mobile internet users are using their
devices while watching TV

5. Digital Marketing: A Game of Inches
Types of digital marketing efforts
• Facebook Advertising
• Paid Search
• Mobile Marketing
• Your Website

6. Digital Marketing: A Game of Inches
Facebook Advertising
What is Facebook Advertising
and how does it work?
• Two Types of FBA - Ads & Sponsored Stories
• Drives engagement to page and posts
• Supports branding, showcasing product & events
• Target based on location, age, status, etc.
• Only pay for click throughs, which are a fairly engaged consumer.

7. Digital Marketing: A Game of Inches
Sample Facebook Advertising
Campaign
4,088 Clicks in 35 days
Only .15 Per Click
958 New Fans

8. Digital Marketing: A Game of Inches
Paid Search
• Nearly all consumers (97 percent) now use
online media when researching products or
services in their local area BIA/Kelsey and ConStat.
• Among consumers surveyed, 90 percent use
search engines with 67% being Google

9. Digital Marketing: A Game of Inches
Paid Search Inches
Building a campaign
Campaign 1 Bridal Campaign 3 Campaign 4
Ad Group 1 Engagement Brands Ad Group 1 Ad Group 1
Ad 2 Ad 2 Ad 2 Ad 2 Ad 2
Ad 2 Ad 2 Ad 2 Ad 2 Ad 2

10. Digital Marketing: A Game of Inches
Paid Search Inches Phrase match
"women's jewelry"
your ad can show when someone
More than just keywords searches for your exact keyword, or your
exact keyword with additional words
Broad match before or after it.
women's jewelry buy women's jewelry
Your ad may show if a search term
contains your keyword terms in any Exact match
order, possibly along with others [women's jewelry]
buy ladies jewelry your ads can appear when someone
searches for your exact keyword, without
Broad match modifier any other terms in the search.
+women's +jewelry women's hats, women's hats
Your ads can only show when
someone's search contains those Negative match
modified terms, or close variations of the -costume
modified terms Prevents your ad from showing to people
woman's jewelry searching for certain terms.
costume jewelry

11. Digital Marketing: A Game of Inches
Paid Search Inches
• Drive traffic to content page
• Don’t bid on your name
• Mobile call extensions
• Stay away from generic
keywords like jewelry

12. Digital Marketing: A Game of Inches
Mobile Marketing
Smartphone ownership has surpassed 50
percent and growing.*
•70 percent ofsearches. (Mobile Marketer 2012) action
within an hour, mobile searches lead to
from desktop in comparison to 30 percent
•61 percent of smartphone users January 2012)local
searches on their device. (ComScore, perform
*ComScore, February 2013

13. Digital Marketing: A Game of Inches
Types of Mobile Marketing
Pay Per Call Mobile - A form of mobile marketing where a potential
customer can directly tap or click a phone number placed in the mobile
ad
Mobile Banner Ads - Like a standard banner ad but now customized to
fit and cater to mobile websites.
Mobile Applications - A from of mobile marketing that involves placing
ads inside of an application design.
Text/SMS Marketing - Advertisers can send relevant marketing
messages in form of texts.
Barcodes/QR (quick-response barcodes) - allows mobile users to
easily obtain information via the use of their mobile.

14. Digital Marketing: A Game of Inches
Your website and its importance
• Is now the first exposure to YOUR brand
• Content is more important than ever
• Web responsive design
14

15. Digital Marketing: A Game of Inches
Budgeting for digital marketing
• Within the next few years digital media
spends will account for 25% or more of
overall marketing budget.
*ComScore, February 2013

16. Visit the Digital Marketing Smart Station #5
Or Fruchtman Booth 2530
fruchtman.com