Introduction to Digital Marketing

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A brief introduction to digital marketing strategy and workflow. Prepared as training material for new and existing employees.

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Introduction to Digital Marketing

  1. 1. Introduction to Digital Marketing & Communications
  2. 2. What is Digital Marketing & Communications?Digital marketing and communications seeks to promote brands, reach new audiences and engage constituents through various forms of digital media. Some of AWF’s strategic goals include: – Creating a branded experience that brings visitors closer to our purpose, programs, and ultimately, the continent of Africa – Reaching new global audiences and markets – Deepening brand affinity and driving engagement – Developing innovating multi-channel fundraising strategies to drive new donor relationships and increase revenue
  3. 3. Digital Marketing Channels
  4. 4. The Conversation Prism
  5. 5. Digital Strategy and Workflow
  6. 6. Decision Multi-Channel Online Conversion IntentConsiderationAwareness Assist Last Interaction While direct response is still common, the constituent journey has grown more complex. Before taking an action, constituents may engage with a brand through many different media channels over several days.
  7. 7. 2013 eNonprofit Benchmarks 17% 2.05% 0.14 % 110%
  8. 8. Case Study: 2012 AWF Safari Sweepstakes
  9. 9. “Trip of a Lifetime” Safari Sweepstakes  Reach new audiences and generate member prospects  Create deeper engagement leading into year-end fundraising efforts  Test different methods of online acquisition Last year, AWF launched an aggressive mission-oriented campaign in order to:
  10. 10. Sweepstakes Entry
  11. 11. Campaign Promotions
  12. 12. Affiliate Promotions
  13. 13.  Total unique visitors to entry page: 18,091  Total unique email submissions: 6,889  Total new prospects acquired: 2,730  Total submissions by existing: 4,159  Total Facebook “likes” of landing page: 1,200 How did we do? The campaign ran for a total of 30 days across web, email, search, social and partner sites with the following results: Email Organic Affiliate PPC Social Web Campaign Results Visits
  14. 14. Performance & Analytics
  15. 15. Google Analytics – Site Traffic
  16. 16. Google Analytics Dashboard – Campaign Detail
  17. 17. Google Analytics Dashboard – Campaign Detail
  18. 18. Google Analytics Dashboard – Data Visualization
  19. 19. Blackbaud NetCommunity– Email Report
  20. 20. Facebook– Social Media Insights
  21. 21. Additional Resources and Documents  M+R eNonprofit Benchmark Study 2013  The Art & Science of Multi-Channel Fundraising  Care2 Best Practices for Email Marketing  Nonprofit Website Usability Study  The New Multi-Screen World  How to Generate Leads Using Facebook  Google SEO Starter Guide  Visual Content Creation Guide Curious to learn more about any of the material discussed today? The following documents are available in the “Introduction to Online Fundraising” folder:
  22. 22. Questions?

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