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The Essential Guide to Digital Marketing - Rad Paluszak

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The Essential Guide to Digital Marketing - Rad Paluszak

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This talk took place at Bristol University on 30th April 2019.

In this talk, we will present different components of a digital marketing campaign and their impact on business. We will introduce elements of Brand Awareness, Social Media, Pay-Per-Click (PPC) campaigns and, especially, advantages of SEO (Search Engine Optimisation). We will also look at the examples of user behaviour and perception in terms of a company's digital marketing activities.

This talk took place at Bristol University on 30th April 2019.

In this talk, we will present different components of a digital marketing campaign and their impact on business. We will introduce elements of Brand Awareness, Social Media, Pay-Per-Click (PPC) campaigns and, especially, advantages of SEO (Search Engine Optimisation). We will also look at the examples of user behaviour and perception in terms of a company's digital marketing activities.

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  1. 1. eMarketing: The Essential Guide to Digital Marketing Rad Paluszak
  2. 2. eMarketing: The Essential Guide to Digital Marketing • Traditional Marketing vs Digital • The Website & Monetisation • Brand Awareness • Channels • Social Media • PPC • Video • Email Marketing • Mobile Marketing - Apps • SEO • Customer Reviews as Trust Signals • Conversion Rate Optimisation (CRO) What am I talking about? eMarketing: The Essential Guide to Digital Marketing
  3. 3. Rad Paluszak • “SEO” birthday - 2010 (Caffeine update) • Web developer “at heart” • Algorithms <3 • Machine Learning <3 • Data Mining <3 • “Technical SEO Artist” @radpaluszak 📧 rad@paluszak.me 📧 rad@susodigital.com Director of SEO
  4. 4. Traditional Marketing vs Digital eMarketing: The Essential Guide to Digital Marketing Traditional Marketing Digital Marketing “The Old” • Print • Broadcast • Direct Mail • Telephone • Outdoor “The New” • Social Media • Email Marketing • Paid Search (PPC) • Search Engine Optimisation • Blogs and Content Marketing • Mobile • Online Brochures • Video Marketing • Influencer Marketing • Brand Awareness
  5. 5. eMarketing: The Essential Guide to Digital Marketinghttps://www.lyfemarketing.com/blog/digital-marketing-vs-traditional-marketing/
  6. 6. Digital Marketing – Main Advantages eMarketing: The Essential Guide to Digital Marketing 1. Instant
  7. 7. Digital Marketing – Main Advantages eMarketing: The Essential Guide to Digital Marketing 1. Instant 2. Shareable
  8. 8. Digital Marketing – Main Advantages eMarketing: The Essential Guide to Digital Marketing 1. Instant 2. Shareable 3. Cheap
  9. 9. Digital Marketing – Main Advantages eMarketing: The Essential Guide to Digital Marketing 1. Instant 2. Shareable 3. Cheap 4. Measurable
  10. 10. Digital Marketing – Main Advantages eMarketing: The Essential Guide to Digital Marketing 1. Instant 2. Shareable 3. Cheap 4. Measurable 5. Interactive
  11. 11. The Website eMarketing: The Essential Guide to Digital Marketing Online Presence • Company Website • Corporate Portal • E-commerce / Online Shop • Personal Blog • Affiliate Website • Landing Page • Social Media Profile • Google My Business • Mobile App • // …
  12. 12. eMarketing: The Essential Guide to Digital Marketing
  13. 13. Brand Awareness eMarketing: The Essential Guide to Digital Marketing Digital Marketing … ? • Website • Social Media Profile • Facebook • Twitter • Google My Business • Mobile App • Brand Persona • Blogging & Content Marketing • Podcasts • Paid Ads • SEO • // …
  14. 14. Monthly active Facebook users worldwide https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ eMarketing: The Essential Guide to Digital Marketing
  15. 15. Monthly active Facebook users worldwide https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/c 2.375B eMarketing: The Essential Guide to Digital Marketing
  16. 16. eMarketing: The Essential Guide to Digital Marketinghttps://www.statista.com/statistics/280295/market-share-held-by-the-leading-social-networks-in-the-united-kingdom-uk/
  17. 17. eMarketing: The Essential Guide to Digital Marketinghttps://real923la.iheart.com/content/2019-01-24-this-is-why-burger-king-liking-your-old-random-tweets/
  18. 18. eMarketing: The Essential Guide to Digital Marketinghttps://real923la.iheart.com/content/2019-01-24-this-is-why-burger-king-liking-your-old-random-tweets/
  19. 19. eMarketing: The Essential Guide to Digital Marketinghttps://real923la.iheart.com/content/2019-01-24-this-is-why-burger-king-liking-your-old-random-tweets/
  20. 20. eMarketing: The Essential Guide to Digital Marketinghttps://real923la.iheart.com/content/2019-01-24-this-is-why-burger-king-liking-your-old-random-tweets/ 100% free advertisement to millions 👌
  21. 21. eMarketing: The Essential Guide to Digital Marketinghttps://thetakeout.com/burger-king-gibberish-twitter-stunt-1830772000 Social Media Brand Interaction
  22. 22. eMarketing: The Essential Guide to Digital Marketinghttps://thetakeout.com/burger-king-gibberish-twitter-stunt-1830772000 Social Media Brand Interaction
  23. 23. eMarketing: The Essential Guide to Digital Marketinghttps://thetakeout.com/burger-king-gibberish-twitter-stunt-1830772000 Social Media Brand Interaction
  24. 24. eMarketing: The Essential Guide to Digital Marketinghttps://thetakeout.com/burger-king-gibberish-twitter-stunt-1830772000 Social Media Brand Interaction
  25. 25. eMarketing: The Essential Guide to Digital Marketinghttps://www.msn.com/en-us/foodanddrink/restaurantsandnews/burger-king-tweeted-something-super-weird-and-people-are-kind-of-concerned/ar-BBLZ3o6 Social Media Brand Interaction
  26. 26. eMarketing: The Essential Guide to Digital Marketinghttps://www.foxnews.com/food-drink/burger-king-trolls-president-trump-with-hamberder-tweet Social Media … Interaction Originally posted as “hamberders”
  27. 27. eMarketing: The Essential Guide to Digital Marketinghttps://www.foxnews.com/food-drink/burger-king-trolls-president-trump-with-hamberder-tweet Social Media … Interaction
  28. 28. eMarketing: The Essential Guide to Digital Marketinghttps://www.foxnews.com/food-drink/burger-king-trolls-president-trump-with-hamberder-tweet
  29. 29. eMarketing: The Essential Guide to Digital Marketing
  30. 30. eMarketing: The Essential Guide to Digital Marketinghttps://www.fastcompany.com/90262565/burger-king-got-in-a-sick-twitter-burn-on-kanye-because-thats-how-things-work-now
  31. 31. eMarketing: The Essential Guide to Digital Marketing 100% free advertisement to millions 👌 https://www.fastcompany.com/90262565/burger-king-got-in-a-sick-twitter-burn-on-kanye-because-thats-how-things-work-now
  32. 32. eMarketing: The Essential Guide to Digital Marketinghttps://trends.google.com/trends/explore?date=all&q=ppc,adwords,google%20ads Pay Per Click
  33. 33. eMarketing: The Essential Guide to Digital Marketinghttps://martechtoday.com/despite-ongoing-criticism-facebook-generates-16-6-billion-in-ad-revenue-during-q4-up-30-yoy-230261 Facebook Ad Revenue
  34. 34. eMarketing: The Essential Guide to Digital Marketinghttps://qz.com/1334369/alphabet-q2-2018-earnings-google-is-more-than-just-advertising-now/ Google Ad Revenue
  35. 35. eMarketing: The Essential Guide to Digital Marketing Google Ad Example
  36. 36. eMarketing: The Essential Guide to Digital Marketing Facebook Ad Examples
  37. 37. eMarketing: The Essential Guide to Digital Marketinghttps://www.statista.com/statistics/296227/us-youtube-reach-age-gender/ Video Marketing
  38. 38. eMarketing: The Essential Guide to Digital Marketinghttps://blog.hootsuite.com/youtube-stats-marketers/ Video Marketing 1. 1.9 billion logged-in users visit YouTube every month 2. 96 percent of 18- to 24-year-old American internet users use YouTube 3. Half of American internet users aged 75 and over use YouTube 4. YouTube is the 2nd most-visited website in existence (data by alexa.com 5. 70 percent of views are on mobile 6. YouTube is the top iOS app of 2018 7. YouTube reaches more American 18- to 34-year-olds than any TV network
  39. 39. eMarketing: The Essential Guide to Digital Marketing YouTube Ad Examples
  40. 40. eMarketing: The Essential Guide to Digital Marketing YouTube Ad Examples
  41. 41. eMarketing: The Essential Guide to Digital Marketinghttps://blog.hubspot.com/marketing/email-marketing-stats & https://techjury.net/stats-about/gmail-statistics/ Email Marketing 1. 93% of B2B marketers use email to distribute content. 2. Active email accounts are expected to hit 6 billion in 2019. 3. 83% B2B companies use e-newsletters as part of their content marketing program. 4. 40% of B2B marketers say email newsletters are most critical to their content marketing success. 5. It's estimated that the U.S. will spend over $350 million on email advertising in 2019. 6. *) Gmail holds 20% of the global email market with 1.2 billion monthly active users.
  42. 42. eMarketing: The Essential Guide to Digital Marketinghttps://www.statista.com/statistics/271644/worldwide-free-and-paid-mobile-app-store-downloads/
  43. 43. eMarketing: The Essential Guide to Digital Marketinghttps://mindsea.com/app-stats/ Mobile Marketing - Apps 1. Desktop internet usage is falling & mobile internet usage is rising. 2. Consumers downloaded 178 billion apps in 2017—and that number is climbing. 3. Mobile apps are projected to hit $188.9 billion in revenue by 2020. 4. Nearly 25 percent of all mobile apps are game apps—2.5 times the number of business apps. 5. The top 3 mobile apps millennials can’t live without are Amazon, Gmail, and Facebook. 6. In 2017, 18- to 24-year-olds spent 66 percent of their digital media time using smartphone apps.
  44. 44. eMarketing: The Essential Guide to Digital Marketinghttps://www.similarweb.com/blog/mobile-messaging-app-map-january-2019
  45. 45. Browser Market Share Worldwide eMarketing: The Essential Guide to Digital Marketinghttp://gs.statcounter.com/browser-market-share
  46. 46. Search Engine Market Share Worldwide eMarketing: The Essential Guide to Digital Marketinghttp://gs.statcounter.com/search-engine-market-share
  47. 47. SEO eMarketing: The Essential Guide to Digital Marketing
  48. 48. Google Search Results eMarketing: The Essential Guide to Digital Marketing • Over 70k searches every SECOND • 15% of queries have never been seen by Google • =500 million brand new queries a day https://www.cnet.com/news/google-search-scratches-its-brain-500-million-times-a-day/
  49. 49. Rank Brain 3rd Most Important & Confirmed Ranking Signal „Black Box” Deep Machine Learning System eMarketing: The Essential Guide to Digital Marketing
  50. 50. Rank Brain in Search Results Results Post process ing Relevance Matching Intent AnalysisNLPQuery Parsing User Query Results Satisfaction Analysis (CTR, BR) eMarketing: The Essential Guide to Digital Marketing
  51. 51. Rank Brain in Search Results eMarketing: The Essential Guide to Digital Marketing
  52. 52. eMarketing: The Essential Guide to Digital Marketinghttps://www.brightlocal.com/research/local-consumer-review-survey/
  53. 53. Customer Reviews as Trust Signals eMarketing: The Essential Guide to Digital Marketinghttps://www.brightlocal.com/research/local-consumer-review-survey/
  54. 54. Customer Reviews as Trust Signals eMarketing: The Essential Guide to Digital Marketinghttps://www.brightlocal.com/research/local-consumer-review-survey/
  55. 55. Customer Reviews as Trust Signals eMarketing: The Essential Guide to Digital Marketinghttps://www.brightlocal.com/research/local-consumer-review-survey/
  56. 56. eMarketing: The Essential Guide to Digital Marketing
  57. 57. eMarketing: The Essential Guide to Digital Marketing
  58. 58. Customer Reviews as Trust Signals eMarketing: The Essential Guide to Digital Marketing
  59. 59. Customer Reviews as Trust Signals eMarketing: The Essential Guide to Digital Marketing
  60. 60. Customer Reviews as Trust Signals eMarketing: The Essential Guide to Digital Marketing
  61. 61. 01 02 03 04 Conversion Rate Optimisation (CRO) Conclude & Implement Create A/B Experiment Split TestAssume you know nothing about your visitors eMarketing: The Essential Guide to Digital Marketing
  62. 62. CRO: Call-To-Action (CTA) Button eMarketing: The Essential Guide to Digital Marketing
  63. 63. +85% +71.3% +89.1% CRO: Call-To-Action (CTA) Button eMarketing: The Essential Guide to Digital Marketing
  64. 64. Case Study Source: https://diggitymarketing.com/content-for-seo-and-conversion/ CRO: Product Review eMarketing: The Essential Guide to Digital Marketing
  65. 65. Case Study Source: https://diggitymarketing.com/content-for-seo-and-conversion/ +42.9% CRO: Product Review eMarketing: The Essential Guide to Digital Marketing
  66. 66. Thank You! RAD PALUSZAK Director of SEO at SUSO Digital rad@paluszak.me @radpaluszak Email Subject: Bristol eMarketing Talk 2019 The Future of Customer Engagement

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