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Digital marketing 101



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Digital marketing 101

  1. 1. Digital Marketing 101 November 5th, 2014
  2. 2. Why is digital marketing important?
  3. 3.  Supports an integrated approach  Reinforces branding and differentiation  Expands reach to prospective customer base  Adapts to trends in user behaviour and preferences  Enables targeting and segmentation  Provides complete tracking and reporting transparency
  4. 4. Comparing traditional (offline) and digital marketing channels Traditional (Offline) Marketing Digital Marketing  Print (newspaper, magazine)  Direct Mail  Out-of-Home (OOH) advertising (billboards, etc.)  TV  Radio  Event  SEO  PPC  Media Buys  Email Marketing  Affiliate/Performance Marketing  Social Media
  5. 5. The importance of a balanced digital marketing mix
  6. 6. SEO Search Engine Optimization (SEO) is the use of various techniques to improve a website’s ranking on search engines through organic means, ultimately to attract more visitors. On-Site Off-Site  Activities that make it easier for search engines and bots to find, index and navigate a website  Should allow users to find a website and what they’re looking for once they get there  User experience  Navigation  Activities that focus on content development, relationship building with other webmasters and content exposure opportunities  Aim is to drive traffic to a website  Content and distribution should be about the human experience
  7. 7. Pros:  Low cost  Permanence  Cross-channel impact  High customer values  Long standing return Cons:  Requires continuous ongoing maintenance  Time consuming  Vulnerability to changes made in search engine algorithms  Can be the tactic that needs the most time to see results  Off-site SEO can require back-linking budget to secure exposure on high quality websites
  8. 8. PPC Pay per click (PPC) is an advertising model, or online campaign, wherein a website pays a set amount (bid price) whenever someone clicks on their ad. Pros:  Speed  Reach  High customer values  Back-fills SEO vulnerability Cons:  Temporary benefit  Can be very costly
  9. 9. Media Buys Media buys in this context are the purchase of digital advertising space; traditionally, media buying is the purchase of advertising space across newspaper, TV, billboard, radio. Pros:  Targeting  High volume traffic  Brand building Cons:  Lack of transparency on media placement  Risk of low value traffic  Ad blocking
  10. 10. Email Marketing Email marketing involves sending your affiliates a direct (via email), personalized communication, with their specific needs in mind. Emails can be sent to owned or outsourced (paid for) databases. Pros:  Simple  Quick results  Low Cost Cons:  Can be marked as SPAM which risks blacklisting if not properly operated; this can have a negative impact on subscribe rates and the ability to use a database for marketing in the future  Risk in working with third party databases
  11. 11. Affiliate/Performance Marketing Involves working with third party marketers (affiliates) on a performance-based model for referred traffic. Pros:  Shares the risk and cost of acquiring customers  Helps fill in gaps and blind spots  Offers access to large pools of, ideally, relevant traffic  Creates “buzz” through impressions  Acts as a third party endorsement Cons:  Long term tactic that requires time and effort to grow results  Affiliate management requires ongoing support  Requires the provision of transparency to partners  Requires reliable tracking and reporting
  12. 12. Social Media Involves using social networking websites/platforms as a marketing tools with the goal of engaging communicates and encouraging social sharing. A look at social media consumption and user trends…
  13. 13. Pros:  Provides global reach to 1 billion people +  Access to peer groups through social sharing and can result in referral marketing  Highly effective at communicating a brand story and creating a positive brand experience  Contributes to improved customer retention and brand loyalty through increased accessibility to a brand  Encourages user-generated content in engaging content mediums, and contributes positively to SEO ranking  Social media consumption means you’re reaching users when and where they choose to engage with content, and is very conducive to a mobile user experience  Improved customer insight through social “listening”
  14. 14. Cons:  Brand reputation vulnerability  Demands on time investment  A poor social media brand presence can impact more negatively than none at all – there are arguably more brands that do social media poorly than those who do it well
  15. 15. How do businesses evaluate the digital marketing mix that is right for them?
  16. 16. Digital trends to watch  A platform agnostic experience  Data, data, data!  Predictive and adaptive marketing  Native advertising  Real time marketing  Evolving ad formats  Shift to mobile as primary platform/device