1. Digital Marketing
How (and why) modern-day marketers communicate in
the digital age
Duane Bailey
@duanebailey
www.linkedin.com/in/duanebailey
dbailey83@verizon.net
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2. Communication is not new…
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3. The technology we use to communicate is.
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4. Why do marketers communicate?
• Educate
• Create awareness/demand
• Show value
• Differentiate
• Close the sale
• Build relationships/loyalty
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5. Types of communication
• Advertising
– Print ads, TV/radio ads, banner ads, Google AdWords
• Direct Response
– Direct mail, telesales, email, social media
• Event Marketing
– Entertainment, sponsorships, street activities
• Public Relations
– Press releases, community activities
• Personal Selling
– Sales presentations
• Sales Promotion
– Contests, coupons, rebates
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6. Steps for communicating effectively in
the Digital Age
• Define your target audience (“ideal customer”)
• Set concrete goals
• Establish a budget
• Develop an optimal communications mix
• Test
• Implement
• Re-test/audit and adjust
• Measure results (analytics)
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7. Set concrete goals
• Increase sales
• Generate leads
• Build subscriber lists
• Expand social media reach
• Increase social media influence and engagement
• Increase site traffic
• Increase visit/customer conversion rates
• Increase profits
Return on Investment (ROI) –
“If it don’t make dollars, it don’t make sense”
- Sarah Bedrick, Program Leader, HubSpot
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8. Develop an optimal communication mix
• Advertising
• Direct Response
– Direct mail
– Telesales
– Email (e-marketing)
– Social Media (social networking)
• Event Marketing
Maximum reach and effectiveness –
Give them what they want, when they want it and
how they want it.
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Digital
Strategy

9. How technology is changing the way we
communicate…
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10. Implications to marketers
• Consumers expect brand experiences to be
seamless
– Google: 9 out of 10 people have multi-screen brand
experiences
– Litmus research: almost half of all emails are opened on
a mobile device
• Digital communications strategy is not a discrete
initiative
– Integration of traditional and digital communications
strategies for a unified effect
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11. Email…
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12. Why email?
• Consumer acquisition has quadrupled over the
last 4 years1
• Customer Lifetime Value (CLV) is 12% higher than
average1
• More effective than social media in attracting
customers to your business online2
• Subscribers are more loyal than those from
traditional websites and social media3
1 Custora E-commerce Customer Acquisition Snapshot Q2 2013
2 Forbes, ‘Why Email Is Still More Effective Than Social Media Marketing,’ October 1, 2013
3 Adweek, ‘Don’t Count Out Email Newsletters,’ April 15, 2014
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13. Email implementation & testing
• Avoid spam triggers
• Target customer segments and buying patterns
• Use a familiar return email address
• Create a call to action
• Include links to landing pages
• Add social share buttons
• Optimize for mobile
– Simple, short subject lines, scrolling, narrow width
• Test – the best email strategies evolve
– A/B Test (A=original; B=test)
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14. Email analytics
Dashboard results:
• Spam score
• Unique opens
• CTR
• Unsubscribes
• Bounces
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15. Social media…
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16. Why social media?
• Complements email:
– Email: new offers
– Facebook: personal engagement
– Twitter: news and updates
– Pinterest: brand story in pictures
– LinkedIn: connect on a professional level
• Your customers are on social media4:
– 81% visit LinkedIn every month
– 81% visit Facebook monthly
– 62% visit Twitter at least monthly
– 32% use Pinterest at least monthly
• 93% of marketers use social media for business5
4 Forrester Research Study, ‘The Social Behaviors of Your Customers,’ July 17, 2013
5 Fast Company, “10 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy,” November 18,
2013
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17. Social media implementation & testing
• Hope is not a strategy
– Concrete goals, social media policy, content calendar
• Consistent voice and messaging
• Engage and interact:
– Be human
– Hashtags, scheduling, sharing, direct messages
• Reason to click-through:
– Images, videos, infographics, links to content
• Monitor influence and engagement
• Audit strategy and execution
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18. Social media analytics
Measures of reach:
• Twitter, Facebook, LinkedIn, Pinterest
– Followers, friends, connections
– Retweets, mentions, shares, comments, profile views
– Favorites, likes, repins
• Facebook Insights
– For Facebook Pages only
– Requires 30 likes
– Demographic data:
• Gender and age
• Countries, cities
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19. Social media analytics
Measures of influence and outreach:
• Kred
• Klout
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20. Social media analytics
Deeper analysis and insight
(engagement):
• Radian6
– Sentiment analysis
– Language processing
– Online influence
– Author demographics
– Intelligent dashboards and
analytics:
– Trends and emerging
issues
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21. Measure results – ROI
Why Return on Investment (ROI)?
Among B2B marketing leaders surveyed in 20136:
• 93% say lack of ROI makes it difficult to justify future
investment.
• 35% say they can calculate the ROI of their
marketing spend most or all of the time.
6 B2B Marketing/Circle Research online survey of 100 marketing leaders, July 2013
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22. Measure results – How?
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Google Analytics (GA)

23. Measure results – ROI analytics
In the context of digital marketing, GA will tell you…
• How much traffic email and social networks send to
your website
• What visitors do
– What pages they look at
– How much time they spend on each page
– The action they take on your website (ROI)
• Purchase (ecommerce), submit form (lead generation), download PDF
(information), engage (blogs), email signup (list building)
• Conversion rate = %age of visits that complete a goal or action you
define
“If it don’t make dollars, it don’t make sense”
- Sarah Bedrick, Program Leader, HubSpot
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24. Still not sold on digital marketing…
“Today’s buyers might be
anywhere from two-thirds to
90% of the way through their
journey before they reach
out to a vendor.”
- Lori Wizdo, Principal Analyst at Forrester, 2013
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25. Digital marketing will help you…
Give them what they want, when
they want it and how they want it.
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26. The conversation continues…
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