Here is the foundation of what you need to know in order to create a viable digital strategy. Stop flooding the internet, then start listening and feed the demand. It all has to do with permission!

1. Have you forgotten what it's all about?
Andreas Batsis, Digital Strategist

2. Internet = Permission Marketing

4. Distraction: It used to be like this…
Traditional marketing was used to
distract the spectator and attract
his attention and, it NEVER served
his current interests.

5. Distraction: It used to be like this…
• TV
• Newspaper
• Radio
• Magazine
• Poster
• Flyer
etc.

6. Permission: Nowadays, it is like this!
Someone uses the internet to
search or follow his favorite
sources of information!

7. Permission: Nowadays, it is like this!
Google, Blog, Facebook, Google
Plus, Twitter, Pinterest, Instagram,
RSS, #hashtags, Email, Quora, Tin
Eye, Flickr, Medium, Refind,
Reddit, YouTube, Feedly,
MailChimp, StumbleUpon, Diigo,
Snapchat, Google Analytics,
Facebook Messenger, Google
Images, Vimeo, Linkedin, PRWeb,
Aweber, Creative Commons, Stack
Overflow, Get Response…

8. Distraction VS Permission
The difference?
~0.06 - 0.08% VS ~20 - 70%

10. Sorry pal, not interested.

11. Hello, I am looking to buy a…

12. Distraction VS Permission
~0.06 - 0.08% VS ~3 - 7% VS ~20 - 50%
What are these numbers anyway?
CTR aka Click-Through Rate
(as we move from distraction to permission
and the difference is due to…)

13. Permission
Someone uses the internet to
search or follow his favorite
information sources in social
media.
… the fact that in both cases
(searchers or followers),
SOMEONE HAS GIVEN US
PERMISSION to keep him
informed.

14. Permission
STOP feeding flooding
the internet.

15. Permission
START listening and
feed the demand!

16. Permission
Most platforms grew up on permission and now offer countless
distracting options to advertisers, in order to multiply their revenue.
Don’t fall into this trap. Let the others annoy!

17. Digital 4 Business

18. Digital 4 Everyone: Why?
Digital Advantages
• It’s Massive (we communicate with many at the same time)
• It’s Targeted (we communicate with a relevant audience)
• It’s Cheap (an internet connection, a domain and a hosting service
can start a business)
• It’s Measurable (we can track data for everything)
• It’s Social (we built relationships)
• It’s Versatile (income, entertainment, branding, news, relax,
oppostunities...)

19. Digital 4 Everyone: Uniqueness
Digital Characteristics
Time Pressure
• When someone reads a flyer, a magazine or a newspaper, or when he
watches TV, he is committed to spend at least some time. It might be
minutes or hours.
• When someone is on the internet, he will spare us 3 seconds or less
in order to decide whether to spend time with our content, watch a
video on Youtube, chat with someone or reply to a comment he was
tagged in.

20. calls 2 action
mobile friendly
landing pages
conversions
google analytics
Here is what really matters…
blogging

21. calls 2 action
mobile friendly
landing pages
conversions
google analytics
… and here is what identifies the genuine expert!
attribution window
ctr
goal completion rate
utm parameters
split testing – a/b testing
blogging
thank-you pages

22. Digital 4 Everyone: Uniqueness
Digital Characteristics
Two-way
• We are not just transmitters. We are also receivers. A claim without
a clear and legitimate message can get us exposed since anyone can
reply and debunk what why say!

23. Digital 4 Everyone: Uniqueness
RECEIVER
Seek information
=
Search Engines & Social Media
TRANSMITTER
Create and share information
=
Websites (static content), Blogs
(dynamic content) & Social Media

24. On the internet,
there is constant filtering
and continuous evaluation
with the long-term effect of
downgrading the crap
and
upgrading expert content!

25. Digital 4 Business
Two basic categories of content:
• Written Content
• Multimedia Content
The usual case…
Written content = Permission (I know how frustrating this sounds for many
marketers!)
Multimedia content = Permission + Distraction (It depends on where we use
it.)

26. Written VS Multimedia Content
It’s not that easy to hunt users with text content. The opposite stands
for images, banners and videos!

27. Needs
Off Website: Distraction inside
Feeds and Search Results
• Titles
• Unusual design
• Great copy (based on benefits)
Website: We’ve got Permission!
• Minimal
• Great copy (based on benefits
and support with features)
• The deeper the content, the less
the options
• Multimedia content (helps the
decision)
• Analytics

28. Digital 4 Business: The Essence
Website = Our place!
Website = It’s a window to the internet through which we serve
content.
Website = An in-between stop in the customer journey.
Website = Information.

29. Our website
is our personal space!
We hold the keys,
we control it,
we set the terms and conditions
and we use it to serve content.
Digital 4 Business = Website

30. Content Marketing = Solving Problems
I explain to others
how to do something
easily, quickly,
cheap or the right way!
It’s also OK to serve a 10-20% of our content
just to have fun.

31. audience
website
behavior
conversions
client-centric and viable approach

32. Internet is a
global information bank
where we have the luxury
to supply content to a given demand.
In most cases, Awareness
is still a TV case.

33. Digital! Have you forgotten what
it's all about?
Andreas Batsis AKA @batcic