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.

1. Bridging the Digital Divide:
The New Era in Digital Marketing
Shane O’Neill - Vice President - Fruchtman Marketing

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. 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. 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. 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. Bridging the Digital Divide
HugeGenerationalGapRelatingtoBrands
Respondents who say brands play essential role in their lives (%)
#1 Most important brand characteristic: Hight-quality products

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. 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. Bridging the Digital Divide
So What’s Your Message?

10. Bridging the Digital Divide
So What’s Your Message?
Not Available At

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. 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. Bridging the Digital Divide
Your Website Hub

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. 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. Synergize Your Online Platform
Facebook Creative
and Message

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. 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. Bridging the Digital Divide
Big Change in AdWords

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. 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. 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. Bridging the Digital Divide

24. Bridging the Digital Divide

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. Thank You for Attending!
See what we can do for you at:
fruchtman.com