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Synergize Your Online Platforms


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A consistent message across platforms, especially your website and Facebook business page makes all the difference in reaching potential and returning clients. There is value in creating an online strategy to accurately reflect the experience which you offer customers in your brick & mortar store. Platforms such as Google Business and other social channels will also be discussed.

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Synergize Your Online Platforms

  1. 1. Synergize Your Online Platform Shane O’Neill - Vice President - Fruchtman Marketing
  2. 2. Synergize Your Online Platform 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 Go effect.
  3. 3. Synergize Your Online Platform Why Online Is So Important The Growth of Online Marketing is Light Speed • Up to 25% of marketing budgets are digital and increasing. • Scalable and trackable ... proven ROI. • US smartphone users grew by 24% in 2014. • Nearly all consumers (97 percent) now use online media when researching products or* BIA/Kelsey and ConStat
  4. 4. Synergize Your Online Platform 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. Synergize Your Online Platform Let’s Case Study Millennials • • • • • • •
  6. 6. Synergize Your Online Platform Huge Generational Gap Relating to Brands
  7. 7. Synergize Your Online Platform What You Should Focus On • Reaching new consumers online • Custom Design? • A constantly changing and upgraded website experience with pricing. • Web surfing at the counter. • Building up your reviews online. • Integrating celebrities with in-case signage and other visual methods of communications, like eblasts.
  8. 8. Synergize Your Online Platform 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. Synergize Your Online Platform 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.
  10. 10. Synergize Your Online Platform 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.
  11. 11. 11 Synergize Your Online Platform Your Website Hub
  12. 12. Synergize Your Online Platform 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.
  13. 13. Synergize Your Online Platform 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.
  14. 14. 14 Synergize Your Online Platform Facebook Creative and Message
  15. 15. Synergize Your Online Platform 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
  16. 16. Synergize Your Online Platform 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
  17. 17. 17 Synergize Your Online Platform Retargeting 98% of visitors leave your site without converting. Retargeting let’s you re-connect to those visitors with ads as they browse other websites.
  18. 18. Synergize Your Online Platform The Art of Being Found As customer loyalty has eroded over the years, giving way to pricing and trust, 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.
  19. 19. Synergize Your Online Platform 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.
  20. 20. 20 Synergize Your Online Platform
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  22. 22. 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.
  23. 23. Thank You for Attending! Visit me at the Idea Center from 4:00-6:00 pm See what we can do for you at: