Online Marketing 101: How to Grow Your Audience in a Digital Age


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Online Marketing 101: How to Reach Your Audience in a Digital Age. This is a presentation prepared to explain some of the major channel of online marketing and how marketers and businesses alike can leverage some of the growing trends in the industry. This presentation provides some basic facts and figures on eight channels in particular: search engine optimization, search engine marketing (SEM / PPC), display advertising, social media marketing, influencer marketing, content marketing, email marketing, and mobile advertising.

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Online Marketing 101: How to Grow Your Audience in a Digital Age

  1. 1. Online Marketing 101: How to Reach Your Audience in a Digital Age Prepared by: Jonathan Berthold
  2. 2. Online Marketing Trends • An estimated $135 Billion will be spent on digital marketing in 2014 • Internet advertising will make up 25% of total advertising spending by 2015 • By 2016, global ecommerce sales will reach $1.3 Trillion Sources: WebDAM Solutions Digital Information Worlds
  3. 3. Online Marketing Channels • Search Engine Optimization • Search Engine Marketing • Display Advertising • Social Media Marketing • Influencer Marketing • Content Marketing • Email Marketing • Mobile Advertising
  4. 4. Search Engine Optimization
  5. 5. Search Engine Optimization  61% of global Internet users research products online  44% of online shoppers begin by using a search engine  75% of users never scroll past the first page of search results  33% of organic traffic goes to 1st search engine listing Sources: HubSport Generation WebDam Solutions 
  6. 6. More paid listings Paid listings advertisers bid for through Google Adwords platform (PPC Advertising) Organic listings earned by websites through Search Engine Optimization
  7. 7. Search Engine Optimization  Google and other search engines such as Bing and Yahoo! rank websites based on a number of factors, but it boils down to three main points: Site Structure Relevancy Domain Authority  Search Engine Optimization (SEO) is the foundation of online marketing
  8. 8. Search Engine Optimization  Site Structure  Optimized URLs, robots.txt, site map, logical breadcrumb structure, etc.  Relevancy  Content optimization – optimized H1 and H2 tags, engaging content, one focal keyword per page (not including home page), etc.  Domain Authority  Building authoritative backlinks to push traffic and juice back to your site
  9. 9. Main Benefits of SEO  Cost-effective when done properly  Provides a better overall user experience  Search engines drive the most traffic  Builds brand awareness and branding opportunities
  10. 10. Search Engine Marketing
  11. 11. Search Engine Marketing (PPC)  Total advertising spend on mobile grew 23% in Q4 2013 from Q3  Global spend on pay-per-click (PPC) advertising has increased by 13% from Q3 2013 and 7% year-on-year  Google continues to dominate with 84% of the world's paid search market share  Mobile now represents 20% of total search spending worldwide Sources: eConsultancy
  12. 12. Headline Display URL Description You can also enhance ads with extensions to increase clickthrough rates. Google Adwords: Sitelinks, Ratings, Location, Call, Social, etc. Bing Ads: Location, Call, Sitelinks.
  13. 13. Optimize Ads and Landing Pages  Ads:  Landing Page Elements:  Headline  Home Page vs. Campaign Page  Description  Calls to Action  Display URL  Phrasing  Dynamic Keyword Insertion  Number of Fields for Lead Gen Forms  Week Parting  Banner Images  Day Parting  Colours and Other Web Elements  Broad vs. Phrase vs. Exact Match  Pricing (eg: $40 to $39.99) A/B testing is key: gather data and then optimize!
  14. 14. Benefits of Search Advertising  Google and Bing are the major platforms for search advertising  Mobile search advertising is on the rise  Click-to-call and local campaigns  Generates immediate leads and/or sales  Complements SEO efforts: having both paid and organic listings can increase click-through rates (CTR) Source: MOZ 
  15. 15. Display Advertising
  16. 16. Type of Display Advertising  Traditional Banner Display Advertising  Fixed-fee (CPM rate or flat-fee) vs. real-time bidding (RTB)  Social Media Advertising  Facebook, Twitter, LinkedIn, and soon Pinterest & Instagram  Retargeting via Display Advertising  Web retargeting & social (Facebook and Twitter) retargeting  Contextual Display Advertising  Pop-ups/pop-unders and text link advertising  Mobile Display Advertising
  17. 17. Power of Retargeting  The average person is served more than 1,700 banner ads/month  ~60% U.S. online consumers notice ads for products they looked up on other sites  Average CTR for display ads is ~0.07% - average CTR for retargeted ads is ~0.7%  Retargeted visitors are 70% more likely to convert than non- retargeted web users Sources: CMO by Adobe:
  18. 18. Social Media Marketing
  19. 19. Social Media Marketing  93% of marketing professionals leverage social media for their businesses  72% of all web users are active on social media platforms  71% of users access social media from mobile devices  70% of marketers have used Facebook to acquire customers  34% have generated leads from Twitter Sources: Hubspot  Generation Jeff Bullas 
  20. 20. The Right Social Platforms  Choose the right social media platforms based on key factors:  Target audience: B2B or B2C?  Location: local marketing or national / international?  Main objectives: to increase awareness, leads, and/or sales (ecommerce)?  Community building activities: will you launch contests? Hold group discussions?
  21. 21. Benefits of Social Media  Increases brand awareness  Helps build active communities and brand advocates  You can target niche audiences  Social media can help generate leads and/or sales  Sophisticated advertising platforms provide huge potential
  22. 22. Influencer Marketing
  23. 23. Influencer Marketing  92% of consumers have more trust for a peer recommendation than a message coming directly from a brand  33% more sales are driven via brand ambassadors than average customers  78% of online users will research a product, service, or company before making a final purchase decision Sources: Nielsen Zuberance 
  24. 24. Influencer Marketing Benefits  Ability to access attentive niche target audiences  Earned media has a better reputation than paid advertising  Lower CPM than banner ads and traditional advertising  Creates brand ambassadors that will follow your business and promote your products & services
  25. 25. Content Marketing
  26. 26. Content Marketing  90% of CMOs believe that custom content has a positive effect on audience attitudes  61% of people are more likely to buy from companies that produce custom content  Content marketing tactics are most often executed through the use of: Articles (79%), Blogs (65%), Newsletters (63%), Case Studies (58%), Whitepapers (51%), Sources: Unbounce
  27. 27. Content Marketing Vehicles  Blogs  Webinars  E-Newsletter  Videos  White Papers  Digital Magazine  Online Articles  Teleseminars  Online PR and News Releases  Podcasts  E-Books  Infographics  Case Studies  Online Surveys  Testimonials  Discussion Forms
  28. 28. Content Marketing Benefits  More branded content leads to more exposure  Allows your brand to tell its own story  Engaging content breaks through clutter  Custom content can help you build dedicated subscribers  Videos and press releases can generate a significant buzz
  29. 29. Email Marketing
  30. 30. Email Marketing  74% of consumers prefer to receive commercial communications via email  Email marketing has a positive ROI of 4,300%  59% of companies are integrating email and social channels together  76% of email opens occur in the first two days after an email is sent Sources: Hubspot
  31. 31. Email Marketing  Integral aspect in audience development – goes hand in hand with social media marketing  Strategic email remarketing can help you segment users into different subscriber baskets  You can continuously drive traffic back to your site with an active newsletter
  32. 32. Mobile Advertising
  33. 33. Mobile Advertising  57% of users won’t recommend companies with poor mobile sites  25% of all online searches are done from mobile devices  Total mobile advertising revenue will hit $24.5 Billion by 2016  Social media ad revenues expected to hit $11 Billion by 2017  85% of users prefer native mobile apps to mobile sites Sources: Search Engine Journal
  34. 34. Conclusion
  35. 35. Conclusion  Choose the right marketing channels based on your objectives  Base your strategy on your target audience’s search and online behaviours  Build the right foundation and invest in a clean, marketing-driven website  Make sure your brand messaging is consistent across all types of online marketing
  36. 36. • Speaker Information  Jonathan Berthold  Director of Digital Media for Rank Media Agency  Email: /  LinkedIn Profile: