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Bridging the Digital Divide


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In the past 6-8 years, the jewelry industry has seen the biggest fundamental shift in decades in how consumers shop. Brought on by the digital revolution and the proliferation of mobile devices, this shift has drastically changed the business landscape. Adaptation is key for ongoing business success and requires a strategic plan that helps navigate potential customers from an online world to an in-store experience. We’ll take a look at a variety of key digital mediums and outline ways to develop an online strategy and message for todays consumer.

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Bridging the Digital Divide

  1. 1. Bridging the Digital Divide: The New Era in Digital Marketing Shane O’Neill - Vice President - Fruchtman Marketing
  2. 2. Bridging the Digital Divide Why Online Is So Important • Consumers are engaging with digital media across an increasing number of platforms, with mobile being the single most significant change in this landscape since the invention of the internet. • As digital platforms continue to emerge, media fragmentation will only accelerate, creating the defining marketing challenge of this era. • The HBO Now effect.
  3. 3. Bridging the Digital Divide Why Online Is So Important The Growth of Online Marketing is Light Speed • 25% or more of marketing budgets are digital and increasing. • Scalable and trackable ... proven ROI. • Ecommerce will become next disruptor. • Nearly all consumers (97 percent) now use online media when researching products or services in their local area.* * BIA/Kelsey and ConStat
  4. 4. Bridging the Digital Divide The Growth in Mobile Since the introduction of the iPhone in 2007, mobile devices and the way consumers shop have been the primary driver of the explosive growth seen in digital marketing. • They allow consumers to be online like never before. • Created new opportunities to capture the consumer through digital branding. • Allows retailers to develop relationships no matter what stage of the buying cycle the consumer is in.
  5. 5. Bridging the Digital Divide Let’s Case Study Millennials • Around 15 - 34 years of age • Ok engaging with ads, as long as not deceptive • They connect via digital and social media • Expectations are high • Luxury represents what they “can” achieve, not what they “have” achieved. • They are waiting longer to get married. • About 33% want custom (The Knot Survey)
  6. 6. Bridging the Digital Divide HugeGenerationalGapRelatingtoBrands Respondents who say brands play essential role in their lives (%) #1 Most important brand characteristic: Hight-quality products
  7. 7. Bridging the Digital Divide What You Should Focus On • Reaching new consumers online • Custom Design / Bridal? • A constantly changing and upgraded website experience with pricing. • Ecommerce will be a must in the next 5 years • Building up your reviews online.
  8. 8. Bridging the Digital Divide So What’s Your Message? • First, figure out who you are and what you do best. • Website SEO has a lot to do with content. Optimize to message. • How do you set yourself apart with your marketing? • Are you consistent in your messaging? • For our session today, we’ll focus on Custom.
  9. 9. Bridging the Digital Divide So What’s Your Message?
  10. 10. Bridging the Digital Divide So What’s Your Message? Not Available At
  11. 11. Bridging the Digital Divide So What’s Your Message? Not Available At Main Street Jewelers You can't buy this Palladium diamond and sapphire ring at Main Street Jewelers. That's because it was custom made for Liana Vandenberg from her old rings into something new! Find out what we can custom design for you; not available anywhere else.
  12. 12. Bridging the Digital Divide Your Website “Storefront” As consumers connect like never before, expectations have skyrocketed. They demand content and a seamless viewing experience regardless of the device they are using. • In most cases, first exposure to your store. • Want to browse, shop and price. • Decision to visit the store can be determined.
  13. 13. Bridging the Digital Divide Your Website Hub
  14. 14. Bridging the Digital Divide Remember to Consider Mobile It’s important remember that the mobile experience is vital consideration and makes up half or more of online viewing. • 70% of calls, store visits, or purchases happen within 1 hour from consumers who search via mobile. • Emails are opened from 55% - 85% on mobile devices. • Think about how it effects media placement.
  15. 15. Bridging the Digital Divide Facebook & Other Social Channels Understand that social media opportunities typically revolve around branding and that’s why message is important. • What does the social channel do and who does it reach? • Focus on most effective channels. • Very similar to print or billboard advertising... eyeballs. • Think about moving categories. Consistency of message. • Realize success usually involves media buys. • Understand buying cycles and capitalizing on message.
  16. 16. Synergize Your Online Platform Facebook Creative and Message
  17. 17. Bridging the Digital Divide Paid Search Campaign 3 Campaign 4CustomCampaign 1 Ad Group 1 Ad 2 Ad 2 Fashion Ad 2 Ad 2 Engagement Ad 2 Ad 2 Ad Group 1 Ad 2 Ad 2 Ad Group 1 Ad 2 Ad 2
  18. 18. Bridging the Digital Divide Paid Search Phrase match "custom jewelry design" your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. local custom jewelry design Exact match [custom jewelry design] your ads can appear when someone searches for your exact keyword, without any other terms in the search. custom jewelry design Negative match -costume Prevents your ad from showing to people searching for unwanted terms. costume jewelry More than just keywords Broad match custom jewelry design Your ad may show if a search term contains your keyword terms in any order, possibly along with others lost jewelry was custom design Broad match modifier custom +jewelry +design Your ads can only show when someone's search contains those modified terms, or close variations of the modified terms local jeweler custom design
  19. 19. Bridging the Digital Divide Big Change in AdWords
  20. 20. Bridging the Digital Divide Geo-Fencing Uses the global positioning system (GPS) or radio frequency identification (RFID) to define geographical boundaries and deliver messaging.
  21. 21. Bridging the Digital Divide The Art of Being Found As customer loyalty has eroded over the years, giving way to pricing, trust and customer service, the ability to be found online has become essential in acquiring new customers. Most retailers have multiple digital assets other than their website, including social media or other online profiles. Connecting and building out these other assets are also important.
  22. 22. Bridging the Digital Divide A Word on Local SEO Each year, Google changes its search algorithm around 500– 600 times. Most small. Google still controls around 67% of online search. Here a a few things YOU can focus on. • Starts with a well built site. •Create Original, Quality Content. • Claim and connect your Google business page. Also, utilize Google Analytics and Webmaster Tools • Mobile optimization.
  23. 23. Bridging the Digital Divide
  24. 24. Bridging the Digital Divide
  25. 25. Synergize Your Online Platform To Wrap It All Up • Times are changing and so are customers. • What worked in the past might not work in the future. Adapt. • Find your own unique voice and message. • Be strategic, digital media channels all have unique functions. • Understand the vital importance of your website. • Connect all your digital assets.
  26. 26. Thank You for Attending! See what we can do for you at: