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Tom Snyder
Trivera
@triveraguy
#bizexpo
5 Digital Marketing Mistakes
You’re Probably Making
May 21, 2014
Digital MarketingDigital Marketing
WebsiteWebsite
Organic SEOOrganic SEO
SEM/PPCSEM/PPC
Paid PlacementPaid Placement
Email MarketingEmail Marketing
Social MediaSocial Media
Mobile Web/AppsMobile Web/Apps
Traditional>DigitalTraditional>Digital
Brand
Characteristics
• Value Proposition
• Brand Personality
• Archetype
• Mission
• Consistency
Tactics without strategyTactics without strategy
is theis the
noise before defeat…noise before defeat…
-Sun Tzu-Sun Tzu
5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, NotThinking Tactically, Not
StrategicallyStrategically
Brand
Strategy
• Setting your Goals
• Identifying your Target
• Defining Your Roles
• Committing to
Consistency
• Measuring and
Improving
1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically
5 Digital Marketing Successes:5 Digital Marketing Successes:
““50% of my marketing50% of my marketing
money is well spent…money is well spent…
50% of my marketing50% of my marketing
money is wasted…money is wasted…
I just need to figure outI just need to figure out
which is which!”which is which!”
5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, NotThinking Tactically, Not
StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results
Measurement
• Identify Measurement Points
• Measure against Your Goals
• Develop Improvement Plans
• Demand Accountability
1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically
2.2. Measuring and Improving YourMeasuring and Improving Your
ResultsResults
5 Digital Marketing Successes:5 Digital Marketing Successes:
5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, NotThinking Tactically, Not
StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results
3.3. Lack of Continuity andLack of Continuity and
ConsistencyConsistency
Consistency
• Develop Editorial Calendars
• Divide and Conquer
• Stop Efforts ONLY for Lack of
Results
• Have Patience
• Demand Accountability
1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically
2.2. Measuring and Improving YourMeasuring and Improving Your
ResultsResults
3.3. Committing to Continuity andCommitting to Continuity and
ConsistencyConsistency
5 Digital Marketing Successes:5 Digital Marketing Successes:
5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, NotThinking Tactically, Not
StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results
3.3. Lack of Continuity andLack of Continuity and
ConsistencyConsistency
4.4. Ignoring Changing CustomerIgnoring Changing Customer
PreferencesPreferences
Know Your
Customer
• Ignore Your Biases
• Rely on Research
• Overcome Your Fears
• Focus on Your Brand
Experience
“Skate to where the
puck is GOING,
not to
WHERE IT IS.
It ain’t where the
puck IS,
it’s where the puck
WILL BE.”
1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically
2.2. Measuring and Improving YourMeasuring and Improving Your
ResultsResults
3.3. Committing to Continuity andCommitting to Continuity and
ConsistencyConsistency
4.4. Paying Attention To CustomerPaying Attention To Customer
PreferencesPreferences
5 Digital Marketing Successes:5 Digital Marketing Successes:
5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, NotThinking Tactically, Not
StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results
3.3. Lack of Continuity andLack of Continuity and
ConsistencyConsistency
4.4. Ignoring Changing CustomerIgnoring Changing Customer
PreferencesPreferences
5.5. Not Knowing What You Don'tNot Knowing What You Don't
KnowKnow
Newspaper Ads
Direct Mail
TV Spots
Radio Ads
Trade Shows
Mobile Web
Infomercials
Web
Email
Networking
Outdoor
Sponsorships
Telemarketing
Referrals
Social Media
PR
Pay Per Click
Blogs
Panda
Banner Ads
Videos
PURLs
Click Thru Rate
Measurement
Penguin
ROI
Edge Rank
Conversion
Filling
The Gaps
• Constant Education May Still
Not Be Enough
• Respect YOUR Value
• Don’t become a Victim of Free
• Don’t Fear Asking…
and Paying…for Help
1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically
2.2. Measuring and Improving YourMeasuring and Improving Your
ResultsResults
3.3. Committing to Continuity andCommitting to Continuity and
ConsistencyConsistency
4.4. Paying Attention To CustomerPaying Attention To Customer
PreferencesPreferences
5.5. Finding a Partner Who Has YourFinding a Partner Who Has Your
BackBack
5 Digital Marketing Successes:5 Digital Marketing Successes:
June 11June 11thth
- Potawatomi Hotel & Casino- Potawatomi Hotel & Casino
SocialMediaMilwaukee.comSocialMediaMilwaukee.com
@GoSMUM@GoSMUM
trivera.comtrivera.com
5 Digital Marketing Mistakes You're Probably Making

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5 Digital Marketing Mistakes You're Probably Making

  • 1. Tom Snyder Trivera @triveraguy #bizexpo 5 Digital Marketing Mistakes You’re Probably Making May 21, 2014
  • 2.
  • 3. Digital MarketingDigital Marketing WebsiteWebsite Organic SEOOrganic SEO SEM/PPCSEM/PPC Paid PlacementPaid Placement Email MarketingEmail Marketing Social MediaSocial Media Mobile Web/AppsMobile Web/Apps Traditional>DigitalTraditional>Digital
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. Brand Characteristics • Value Proposition • Brand Personality • Archetype • Mission • Consistency
  • 16. Tactics without strategyTactics without strategy is theis the noise before defeat…noise before defeat… -Sun Tzu-Sun Tzu
  • 17. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes: 1.1. Thinking Tactically, NotThinking Tactically, Not StrategicallyStrategically
  • 18.
  • 19.
  • 20.
  • 21. Brand Strategy • Setting your Goals • Identifying your Target • Defining Your Roles • Committing to Consistency • Measuring and Improving
  • 22. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically 5 Digital Marketing Successes:5 Digital Marketing Successes:
  • 23. ““50% of my marketing50% of my marketing money is well spent…money is well spent… 50% of my marketing50% of my marketing money is wasted…money is wasted… I just need to figure outI just need to figure out which is which!”which is which!”
  • 24. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes: 1.1. Thinking Tactically, NotThinking Tactically, Not StrategicallyStrategically 2.2. Not Measuring Your ResultsNot Measuring Your Results
  • 25. Measurement • Identify Measurement Points • Measure against Your Goals • Develop Improvement Plans • Demand Accountability
  • 26.
  • 27. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically 2.2. Measuring and Improving YourMeasuring and Improving Your ResultsResults 5 Digital Marketing Successes:5 Digital Marketing Successes:
  • 28.
  • 29. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes: 1.1. Thinking Tactically, NotThinking Tactically, Not StrategicallyStrategically 2.2. Not Measuring Your ResultsNot Measuring Your Results 3.3. Lack of Continuity andLack of Continuity and ConsistencyConsistency
  • 30.
  • 31. Consistency • Develop Editorial Calendars • Divide and Conquer • Stop Efforts ONLY for Lack of Results • Have Patience • Demand Accountability
  • 32. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically 2.2. Measuring and Improving YourMeasuring and Improving Your ResultsResults 3.3. Committing to Continuity andCommitting to Continuity and ConsistencyConsistency 5 Digital Marketing Successes:5 Digital Marketing Successes:
  • 33.
  • 34. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes: 1.1. Thinking Tactically, NotThinking Tactically, Not StrategicallyStrategically 2.2. Not Measuring Your ResultsNot Measuring Your Results 3.3. Lack of Continuity andLack of Continuity and ConsistencyConsistency 4.4. Ignoring Changing CustomerIgnoring Changing Customer PreferencesPreferences
  • 35.
  • 36.
  • 37. Know Your Customer • Ignore Your Biases • Rely on Research • Overcome Your Fears • Focus on Your Brand Experience
  • 38. “Skate to where the puck is GOING, not to WHERE IT IS. It ain’t where the puck IS, it’s where the puck WILL BE.”
  • 39. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically 2.2. Measuring and Improving YourMeasuring and Improving Your ResultsResults 3.3. Committing to Continuity andCommitting to Continuity and ConsistencyConsistency 4.4. Paying Attention To CustomerPaying Attention To Customer PreferencesPreferences 5 Digital Marketing Successes:5 Digital Marketing Successes:
  • 40.
  • 41. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes: 1.1. Thinking Tactically, NotThinking Tactically, Not StrategicallyStrategically 2.2. Not Measuring Your ResultsNot Measuring Your Results 3.3. Lack of Continuity andLack of Continuity and ConsistencyConsistency 4.4. Ignoring Changing CustomerIgnoring Changing Customer PreferencesPreferences 5.5. Not Knowing What You Don'tNot Knowing What You Don't KnowKnow
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48. Newspaper Ads Direct Mail TV Spots Radio Ads Trade Shows Mobile Web Infomercials Web Email Networking Outdoor Sponsorships Telemarketing Referrals Social Media PR Pay Per Click Blogs Panda Banner Ads Videos PURLs Click Thru Rate Measurement Penguin ROI Edge Rank Conversion
  • 49. Filling The Gaps • Constant Education May Still Not Be Enough • Respect YOUR Value • Don’t become a Victim of Free • Don’t Fear Asking… and Paying…for Help
  • 50.
  • 51. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically 2.2. Measuring and Improving YourMeasuring and Improving Your ResultsResults 3.3. Committing to Continuity andCommitting to Continuity and ConsistencyConsistency 4.4. Paying Attention To CustomerPaying Attention To Customer PreferencesPreferences 5.5. Finding a Partner Who Has YourFinding a Partner Who Has Your BackBack 5 Digital Marketing Successes:5 Digital Marketing Successes:
  • 52. June 11June 11thth - Potawatomi Hotel & Casino- Potawatomi Hotel & Casino SocialMediaMilwaukee.comSocialMediaMilwaukee.com @GoSMUM@GoSMUM trivera.comtrivera.com