This document provides an overview of digital marketing and how its various components work together. It breaks digital marketing down into two main components: traffic generation and traffic conversion. Traffic generation involves getting customers to engage through various digital channels like search marketing, display marketing, affiliate marketing, email/SMS marketing, and social media marketing. Traffic conversion is about getting site visitors to interact in a valuable way, such as making a purchase, by optimizing the user experience on websites, landing pages, and through mobile apps.

1. THE ANATOMY OF
DIGITAL MARKETING
How all the pieces fit and work together

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Digital marketing is…
.. too many things to even mention in a
1 hour presentation. So we will be
focusing on aspects of digital marketing
that have the greatest opportunity to
impact small and mid sized businesses’
ability to compete.
I break digital marketing into two
fundamental components; Traffic
Generation and Traffic Conversion.

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Traffic Generation
Getting customers to engage with you
begins with the visit. The following
are the most utilized digital channels
for generating that visit.
• Search Marketing
• Display Marketing & Retargeting
• Affiliate Marketing
• Lead Generation
• Email/SMS Marketing
• Social media Marketing

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Search Marketing
Paid Search Marketing is the process of gaining
traffic by purchasing ads on search engines. It is
sometimes referred to as CPC (cost-per-click) or PPC
(pay-per-click) marketing, because most search ads
are sold on a CPC / PPC basis.
Search Engine Optimization is the process of
getting traffic from the “free,” “organic,” or
“natural” listings on search engines. All major
search engines (Google, Yahoo and Bing) have such
results, where web pages and other content such as
videos or local listings are shown and ranked based
on what the search engine considers most relevant
to users.

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Display Marketing
Display advertising is graphical advertising on the World
Wide Web that appears next to content on web pages, IM
applications, email, etc. These ads are generally paid for on
a cpm (cost per thousand impressions) basis but can be paid
for in other ways/
These ads, often referred to as banners, come in
standardized ad sizes, and can include text, logos, pictures,
or more recently, rich media.
Rich media, synonymous for interactive multimedia, is
enhanced media that utilizes a combination of text, audio,
still images, animation, video, and interactivity content for
active participation from the recipient of the ad.
DISPLAY AD
DISPLAY AD

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Retargeting

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Affiliate Marketing
In many ways affiliate marketing resembles
display. The difference lies in the relationship
between advertisers and publishers, and
performance based costing.
An advertiser is a company selling a product
or service.
A publisher is an individual or company that
promotes an advertiser’s product or service
in exchange for earning a commission.
Advertisers contractually agree to work with
a publisher, then the publisher incorporates
creative from the advertiser into their
website.

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Lead Generation
A lead is a person who has in some way, shape, or
form indicated interest in your company's product
or service. To describe the channel most simply, in
a lead generation program you pay someone to
provide you with a lead.
Less simply, lead generation describes the
marketing process of stimulating and capturing
interest in a product or service for the purpose of
developing a sales pipeline.
Lead generation often uses digital channels, and
has been undergoing substantial changes in recent
years from the rise of new online and social
techniques.

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Email & SMS Marketing
Email marketing is an efficient way to stay connected with
your clients and to promote your business. In my experience,
email marketing, when done correctly, generally has the
highest ROI of the digital channels. Email marketing, like SMS,
marketing tend to be more retention oriented than
acquisition oriented.
SMS marketing is done using a mobile device to transfer
marketing information to consumers. It's an area that is
gaining a great deal of interest by businesses both small and
large. Currently 70% of the world population now have a
mobile phone. In the United States, 9 out of 10 people carry a
mobile device.

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Social Media
Social media marketing programs
usually center on efforts to create
content that attracts attention and
encourages readers to share it with
their social networks. A corporate
message spreads from user to user
and presumably resonates because
it appears to come from a trusted,
third-party source, as opposed to
the brand or company itself.
This can be a low cost channel to
“dabble” in but can also be difficult
to determine the value of, and
validate ROI.

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Traffic Conversion
Traffic conversion is about getting site visitors to interact with you in
a manner that you deem valuable. In most cases that means
engaging in a commercial transaction, in others it could simply mean
filling out a form or signing up for an email list. You define what is
valuable to you.
The discipline of traffic conversion optimization begins with
developing an experience for the user that is enjoyable, intuitive, and
effectively delivers the information that they are in search of. In no
small way is this effected by the device that they are using to access
these assets
The most common starting point for these activities is the company
website but extends out to include landing pages, micro-sites, and
the business’ social pages.

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Websites and Landing Pages
Keys to Effective Digital Assets
• Good visual design
• Phone and tablet friendly
• Solid content strategy
• Intuitive Navigation
• Calls to action
• Credible
Common Mistakes
• Too little or too much content
• Stale content
• No photos or bad photos
• Looking illegitimate
• Poor or boring visual appeal

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Mobile Apps
A mobile app, short for mobile application, or just app,
is application software designed to run on smartphones, tablet
computers and other mobile devices. Development costs for apps
can be as little as $2500 but can be more than $100k.
Apps are available through distribution platforms, which began
appearing in 2008 and are typically operated by the owner of
the mobile operating system, such as the Apple App Store, Google
Play, Windows Phone Store, and BlackBerry App World. Some apps
are free, while others must be bought. For apps with a price,
generally a percentage, 20-30%, goes to the distribution provider
(such as iTunes), and the rest goes to the producer of the app.

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Questions

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Get in touch
Martin Pippin – Digital Cusp
Websites, SEO, Design & Digital Marketing for YOUR Business
email | social | web | video | branding | print | SEO | training | strategy
www.digitalcusp.com
@digitalcusp
linkedin.com/in/martin.pippin
plus.google.com/107010650465447539533
Martin Pippin is a University of Tennessee MBA, with extensive online experience. He has worked in the digital
trenches in Consumer Products Goods, “Big” Ecommerce, and Consumer Finance, as well as other industries to
lesser extents. He has managed 8 figure digital sales portfolios and 7 figure digital marketing budgets.