10 Digital Marketing Essentials for Technologists takes a first pass at creating a shared understanding and language for technologists and marketers around goals, measurements and capabilities. Think of this as digital marketing bootcamp 101.
This presentation is an overall summary of digital marketing, how it works, the aspects, components, and processes within digital marketing, as well as the effects of social media and how it has revolutionized digital marketing. I hope anyone who views this presentation learns a thing or two about digital marketing!
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services. Reach and convert leads into customers and retain them.
An effective digital strategy will help you take the right decisions to make a company successful online. A strategy process model provides a framework that gives a logical sequence to follow to ensure inclusion of all key activities of strategy development and implementation. We recommend the SOSTAC planning approach.
We are a visual communication company that creates effective visual elements, using Graphics, Media, Web and Print as the major communicator, using the most innovative and value-based approach, with the good support of experienced professionals from various fields in the advertising, Media, (P.R) Graphics, Web and printing industry, who make up our team.
We understand the importance of Mobile Apps developments and how it compliments the internet presence of our customers. our accomplished designers and developers through the medium of the interactive mobile applications aim to make the lives of the entrepreneurs easier and smooth. Mobile applications we develop are robust in nature, promises the required user experience and has the strength to withstand required scale up to match up with future expectations.
New research presented at Demand Metric Demand Generation Virtual Summit: http://events.demandmetric.com/
Watch the presentation: https://www.youtube.com/edit?video_referrer=watch&video_id=z1xy8lvpd3o
Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things.
This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.
This presentation is an overall summary of digital marketing, how it works, the aspects, components, and processes within digital marketing, as well as the effects of social media and how it has revolutionized digital marketing. I hope anyone who views this presentation learns a thing or two about digital marketing!
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services. Reach and convert leads into customers and retain them.
An effective digital strategy will help you take the right decisions to make a company successful online. A strategy process model provides a framework that gives a logical sequence to follow to ensure inclusion of all key activities of strategy development and implementation. We recommend the SOSTAC planning approach.
We are a visual communication company that creates effective visual elements, using Graphics, Media, Web and Print as the major communicator, using the most innovative and value-based approach, with the good support of experienced professionals from various fields in the advertising, Media, (P.R) Graphics, Web and printing industry, who make up our team.
We understand the importance of Mobile Apps developments and how it compliments the internet presence of our customers. our accomplished designers and developers through the medium of the interactive mobile applications aim to make the lives of the entrepreneurs easier and smooth. Mobile applications we develop are robust in nature, promises the required user experience and has the strength to withstand required scale up to match up with future expectations.
New research presented at Demand Metric Demand Generation Virtual Summit: http://events.demandmetric.com/
Watch the presentation: https://www.youtube.com/edit?video_referrer=watch&video_id=z1xy8lvpd3o
Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things.
This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.
Digital Marketing Presentation
DIGITAL MARKETING CONTENTS What is digital marketing? Pay per click (PPC) Search engine optimization (SEO)
See more at:- http://www.litindia.in/
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things.
This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.
Digital marketing is very helpful to learn because in digital marketing the future scope is in higher rate coming years the whole world becomes digital so that's why start learn digital marketing.
#What #is #Digital #Marketing
A beginner's guide by LIWTT.
Digital Marketing is the promotion of products and services via online medium. To know more please visit: http://www.liwtt.com/what-digital-marketing/
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach consumers. The key objective is to promote brands through various forms of digital media.
Digital marketing includes Internet marketing techniques, such as
Search Engine 0ptimization (SEO)
Search Engine Marketing (SEM)
Link Building
Social Media Marketing
Display Advertising
Online Marketiong
Visit:https://www.apponix.com/Digital-Marketing-Institute/Digital-Marketing-Training-in-Bangalore.html
Key Elements of a Digital Marketing Proposal - margari.netPaolo Margari
What elements a client expect to see in a digital marketing agency proposal for a campaign aimed at promoting a certain product? Find out the essential elements in 12 slides.
You will get a better idea about wuestions should be answered by the proposal, an ideal structure to adopt and some details that you might want to outline.
This is the slide deck that I used on the Marketing Online Latin America Summit by Eye for Pharma on March, 2010
to know more about me follow me @gzones1974
3Funnel surveyed 111 marketing executives on the software tools they use on a regular basis. The respondents were whittled down into 83 digital marketing professionals.
The respondents were mostly based in London and Dublin with a few from the US.The survey was conducted via online questionnaire between Dec 10th and 27th 2013.
Workshop delivered for the Enterprise and Innovation Academy on digital marketing for SMEs and workplace teams. The workshop is divided in five parts. Introduction, Digital Disruption, Content Marketing, Social Media and Planning.
This workshop was delivered along with practical tasks in another PowerPoint presentation. Participants were also encourage to use the internet to look for answers to the some of the tasks presented.
The aim behind this presentation is to outline the general aspects of digital marketing. I tried to make it an simple as i could ,so i hope you are gonna enjoy it :)
Digital Marketing Presentation
DIGITAL MARKETING CONTENTS What is digital marketing? Pay per click (PPC) Search engine optimization (SEO)
See more at:- http://www.litindia.in/
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things.
This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.
Digital marketing is very helpful to learn because in digital marketing the future scope is in higher rate coming years the whole world becomes digital so that's why start learn digital marketing.
#What #is #Digital #Marketing
A beginner's guide by LIWTT.
Digital Marketing is the promotion of products and services via online medium. To know more please visit: http://www.liwtt.com/what-digital-marketing/
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach consumers. The key objective is to promote brands through various forms of digital media.
Digital marketing includes Internet marketing techniques, such as
Search Engine 0ptimization (SEO)
Search Engine Marketing (SEM)
Link Building
Social Media Marketing
Display Advertising
Online Marketiong
Visit:https://www.apponix.com/Digital-Marketing-Institute/Digital-Marketing-Training-in-Bangalore.html
Key Elements of a Digital Marketing Proposal - margari.netPaolo Margari
What elements a client expect to see in a digital marketing agency proposal for a campaign aimed at promoting a certain product? Find out the essential elements in 12 slides.
You will get a better idea about wuestions should be answered by the proposal, an ideal structure to adopt and some details that you might want to outline.
This is the slide deck that I used on the Marketing Online Latin America Summit by Eye for Pharma on March, 2010
to know more about me follow me @gzones1974
3Funnel surveyed 111 marketing executives on the software tools they use on a regular basis. The respondents were whittled down into 83 digital marketing professionals.
The respondents were mostly based in London and Dublin with a few from the US.The survey was conducted via online questionnaire between Dec 10th and 27th 2013.
Workshop delivered for the Enterprise and Innovation Academy on digital marketing for SMEs and workplace teams. The workshop is divided in five parts. Introduction, Digital Disruption, Content Marketing, Social Media and Planning.
This workshop was delivered along with practical tasks in another PowerPoint presentation. Participants were also encourage to use the internet to look for answers to the some of the tasks presented.
The aim behind this presentation is to outline the general aspects of digital marketing. I tried to make it an simple as i could ,so i hope you are gonna enjoy it :)
Slides to the growth hacking workshop I recently gave for AAU students in Prague. We covered the Lean Canvas, getting to product-market fit, Wow! moment, growth marketing, and the analytics you should be focused on.
Magnet Media & Vidyard Present: Using Video At Every Step Of The Customer Jou...magnetmedia
Magnet Media & Vidyard Present: Using Video At Every Step Of The Customer Journey - Learn how to use video to grow your brand awareness, generate leads, and close business, with project examples from both companies.
How to Win the Big Bet on PersonalizationJake Borr
How often do you visit a site and are presented with content that does not pertain to your behavior and interests? While amusing at times, poorly personalized digital experiences can be frustrating for the end user, and reflect negatively on brand image.
Forrester research found that “Only 16% of marketers currently have the capability to capture customer intent and deliver real-time, behavior-based marketing across all channels.” While personalization’s slow adoption can be attributed to its perceived risk, <strong>personalization is a proven winner in terms of delivering greater engagement, sales uplift and repeat website visits
In this webinar, you will hear from Acquia and MRM on how to take the fear out of personalization, and how successful implementation can help your organization:
-Increase revenue from product recommendations
-Drive conversion rates with personalized call-to-actions (CTAs)
-Influence customer purchasing decisions
-Create a more consistent and engaging digital brand experience
Motivate and Accelerate Lead-to-Revenue Velocity
Interactive content identifies and capitalizes on buyers' points of interest to accelerate demand.
ion interactive co-founder Anna Talerico takes you through ion’s real-world demand generation program that uses interactive content to motivate buyers and shorten their journey from prospect to customer.
- Learn how to use interactive content to align with the buyer's journey.
- Go beyond theory with a peek into our nurture program's real-world examples.
- Today’s buyers are doing their research and evaluating before engaging with sales. We show you how to meet these self-guided buyers at their point of interest with your content.
Learn how to mix interactive and static content into a cohesive program.
According to Content Marketing Institute, 87% of marketers agree that interactive content is more effective than static content at grabbing attention. Learn how to use that in your demand-gen programs.
Convenience is king, with billions of products available at the push of a button, how does your business compete? Professional services, retail, wellness, and more are all being bought, sold, and delivered with more frequency than ever. Are you providing a smooth experience for your customers and clients online?
More and more people are doing all their online activities from a smartphone. With more competitive information available than ever before, consumers are better educated on the numerous providers available. Finding, building, and maintaining online client relationships is now a necessity. If your online experience does not make it easy for them, they will go elsewhere.
With a cohesive strategy, a well-designed website, and traffic generating activities including paid ads and organic social media, you can Make It Easy for your customers to find and buy from you.
Interactive Content is the New 'Content'Rapt Media
Start involving and stop ignoring. Content that engages users is proving to be much more effective than traditional advertising.
Key Takeaway 1: Technology has changed the way we communicate and consume information.
The tried and true push marketing tactics (whether you are trying to sell a product, get or engage, attract, retain or train talent) of the past decades aren’t working anymore for 2 reasons:
Technology is changing how we communicate and consume information
and we are in the midst of a societal shift driven by millennials. We have to choose the right technologies to keep up, or we're in for trouble.
Key Takeaway 2: Why the Millennial Audience is driving disruption in the marketplace
How are Millennials different and why are we feeling an ever increasing pressure or shift in the marketplace in our efforts to reach, engage and retain this generation?
1: They are the first native technologist generation and they live online
2: They are notorious skeptics, but at the same time are very idealistic
3: They are gamers. They want interactive experiences.
Key Takeaway 3: Why Traditional Push/Passive Marketing tactics are continuing to lose their effectiveness for attracting, engaging consumers.
When it comes to content, the era of “if you build it, they will come” is coming to an end. The effectiveness of content marketing is no longer improved by simply pumping out more content. It has to be good, engaging and attention grabbing!
Key Takeaway 4: What are the benefits of Interactive Content?
Conversion:
Interactive content, such as apps, assessments, calculators, configurators and quizzes, generate conversions moderately or very well 70% of the time, compared to just 36% for passive content. (DemandMetric)
Comparing interactive to passive content, interactive content is somewhat or very effective at educating the buyer (93% versus 70%), differentiating from competitors (88% versus 55%) and being shared (38% versus 17%). (DemandMetric)
Sharing:
30% share interactive content compared to 17% share passive content (DemandMetric)
Key Takeaway 5: Boombox and Rapt Media’s observations and insights into the changing marketplace.
Struggle of interactive content
- Harder to think in 4 dimensions
- Need more content: might need 10 minutes for a 2 minute experience
- Technology is hard
- Devices, browsers, operating systems
- Publication in "hostile environments"
Contact us:
info@raptmedia.com
caleb@raptmedia.com
@raptmedia
@Qzzr_
The challenge for many of today’s marketers isn’t just creating content, it’s creating content that stands out from the rest of the online clutter. Whether in the business or consumer space, content marketers want to know why they should invest in interactive content, how they can prove their investment and show ROI, and how other companies are succeeding with interactive content.
The answer lies in positioning your customer at the center of the online experience. But how do brands accomplish this?
Journey to Fully Integrated Digital Marketing By Gijs van KersenMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Juniper Networks' Journey to Integrated Digital Marketing Campaigns. PRESENTATION: Journey To Fully Integrated Digital Marketing - Given by Gijs van Kersen - @gijsvk - Senior Manager Marketing Operations EMEA - Juniper Networks. #MarTech DAY2
#1NWebinar: Forget the Funnel. Enter the Loop.One North
Learn how the world of marketing is evolving for B2B organizations in our #1NWebinar featuring CEO and One North founder, John Simpson, and Managing Director of Strategy, Kalev Peekna.
To listen to the presentation, visit http://bit.ly/1zB22eD.
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
Updated for the Vista UX/UI Summit in Dallas, TX
You can view a video of this presentation here: https://www.youtube.com/watch?v=NfASJamxjy4
User Experience has a direct impact on your bottom line, and it’s about time we start telling execs in their own language. I’m sure many of you spend a good amount of time evangelizing what it is that you do, and the value it adds. Over the past 15 years I’ve introduced User Experience to everyone from CEOs to developers — using storytelling, metrics, and case studies you can prove without a doubt the value that you bring.
In this talk I’ll explain what metrics to track, how to position your work, and stories where User Experience directly effected the bottom line.
Audience Development in the Digital AgeGuy Gonzalez
In the 10+ years since THE CLUETRAIN MANIFESTO first hit the Internet, marketers have grappled with how to leverage digital media to reach customers more effectively, and the majority have failed. Frequently, miserably, and sometimes even unapologetically. Traditional book publishers, most of whom have historically worked via intermediaries and been happy to do so, were relatively late to realizing the benefits of engaging directly with their real customers – readers – and have been playing catch up out of necessity as traditional sales channels are on the decline and new intermediaries like Amazon and Apple now know more about their readers than they ever have.
Presented by Guy LeCharles Gonzalez at Social Media Breakfast Tech Valley #8, Troy, NY on 11/12/10
How Top Brands Create Killer Omnichannel Customer ExperiencesIO Integration
How Top Brands Leverage DAM Technologies to Create Killer Customer Experiences
In this DAM Master Class, youll see how top brands are transforming their marketing through personalized, real-time, data-driven communications that reach customers at exactly the right moments. Using the latest technologies, GoPro, Red Bull, NFL, Visa, Nike, and BMW have optimized their content marketing supply chains to curate and deliver real-time, high-impact content based on individual customer behaviors. Theyve seen big gains in brand recognition, customer loyalty, and sales and your company can, too. Use your DAM to build relationships that win markets, not just another campaign!
Join IO Integration and censhare to learn how you can:
Build a cutting-edge content acquisition platform for owned, gained, and real-time media just like marketing wunderkind GoPro.
Create a content marketing exchange that simplifies the production and delivery of personalized brand communications just like luxury brand leader BMW.
Get a first look at the censhare 5 enterprise content management platform thats so intuitive you might even trust your marketing people to try it!
Dagmar Schneider, Solution Architect, censhare
Jill Talvensaari, Content Technology Strategist, IO Integration
Matt Cooper, GM at Visually, and Angela Lee Bostick, CMO at Emory University, Goizueta School of Business discuss how content marketing has become increasingly important in attracting successful higher education candidates, and how Emory University successfully strategized and executed an effective content marketing campaign, leveraging existing assets & resources.
The presentation shows a brief description of the Humancredit concept with B2B focus:
EXTRACT:
Humancredit is an non-profit digital-marketing platfom where:
WEB USERS GET EMPOWERED TO WIN THEIR DIGITAL SELF-DETERMINATION BACK:
- they control their communication channel to the web industry,
- they get only relevant advertisement,
- they do good - just browsing the web as usual.
BRANDS, ADVERTISERS & PUBLISHERS WIN A CHANNEL FOR ENGAGED CONSUMER DIALOGUE:
- they receive (anonymous) access to premium audience collections - based on voluntarily shred user data,
- they receive a feedback channel to engaged consumers - interested in talking to them,
- they receive a „BLUE POINT for socially engaged advertisement“ on their ads, because 90% of the money, they pay for the services of Humancredit does for "good causes“ chosen by the users (as individuals or as a part of a community).
NGOs and HUMANITARIAN PROJECTS WIN A NEW SOURCE OF ENGAGEMENT:
- they receive help from people, who donate with their online activity, time, feedback & expertise,
- they receive help from new communities - sharing same ideas
- they benefit from a new feedback platform also for their own activities.
Our dream:
ENGAGED HUMAN 2 BUSINESS COMMUNICATION
ADDED VALUE THROUGH COLLABORATION
VOLUNTARILY SHARED USER DATA TURNS INTO A SOCIAL CURRENCY
Status:
Developing MVP (Launch 30.01.2015)
Application for a BMBF research project "PriVaSI – Private Data in Value-Co-Creating Service In-novationton" together with SAP, University Bayreuth, Karlsruher Institute of Technology.
Testing SAP HANA
Preparing our PILOT-2015
Looking for investment / sponsoring / partners
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10 Digital Marketing Essentials For Technologists
1. @johnbrunswick
10 DIGITAL MARKETING ESSENTIALS
FOR TECHNOLOGISTS
Learn
How
Become
a
be.er
technologist
by
learning
the
basic
aspects
of
digital
marke:ng
to
enable
be.er
communica:on
between
LOBs.
2. @johnbrunswick
10 DIGITAL MARKETING ESSENTIALS
FOR TECHNOLOGISTS
Start
Learning
Now
Become
a
be.er
technologist
by
understanding
Digital
Marke:ng
basics.
3. @johnbrunswick
SOLUTION - DEVELOP SHARED UNDERSTANDING
AROUND GOALS, MEASURES AND CAPABILIES
MIND
THE
GAP
PROBLEM -
MARKETING &
DEVELOPMENT GAP
4. @johnbrunswick
WHY?
Nobody
comes
to
a
gym
to
learn
about
the
construc:on
of
the
equipment.
They
have
come
with
the
goal
of
fitness.
Technology
is
the
means
to
Digital
Marke:ng
ends.
Being
fluent
in
the
“ends”
and
their
measures,
enables
superior
results.
5. @johnbrunswick
Automa:on
+
Qualifica:on
Marke:ng
Evolu:on
Conversions
Web
Publishing
History
Loyalty
“SEO”
Social
Segmenta:on
+
Experimenta:on
Why
Measurement
BRIDGING THE GAP - CRITICAL CONCEPTS
8. @johnbrunswick
Industrial
revolu:on
&
specializa:on
made
marke:ng
necessary….
DUE TO DISTANCE
I
have
widgets
I
need
widgets
BUYERS AND SELLERS USED TO BE COLOCATED
9. @johnbrunswick
“...Planning and executing
the conception, pricing,
promotion and distribution of
ideas, goods and services ...
that satisfy individual and
organizational objectives
MORETHAN
ADVERTISING
11. @johnbrunswick
“Half
the
money
I
spend
on
adver:sing
is
wasted
-‐
the
trouble
is
I
don't
know
which
half
John
Wanamaker
(we
think)
12. @johnbrunswick
MARKETINGMIX
EVOLUTION
h.ps://en.wikipedia.org/wiki/Marke:ng_mix
h.p://extension.umd.edu/agmarke:ng/marke:ng-‐101/marke:ng-‐mix-‐4ps-‐and-‐4cs
PRODUCT
• What
you
will
sell
• Features,
look,
a.ributes
• Differen:a:on
• Customer
wants
and
usage
PRICE
• Value
of
the
product
/
service
to
the
buyer
PROMOTION
• How
and
where
will
you
reach
your
target
customers
• e.g.
–
Adver:sing,
PR
&
Sales
Promo:on
PLACE
• How
products
/
service
actually
get
into
customer
hands
• Distribu:on
Channels
4Ps
CUSTOMER
NEEDS
• What
solu:on
is
your
product
providing
to
the
customer?
COST
TO
CUSTOMER
• What
your
customer
is
willing
to
pay
• Total
cost
of
ownership
COMMUNICATION
• Adver:sing,
public
rela:ons,
personal
selling,
viral
adver:sing,
and
any
form
of
communica:on
between
the
organiza:on
and
the
consumer
CONVENIENCE
• Ease
of
buying
the
product,
finding
the
product,
finding
informa:on
about
the
product
4Cs
WELCOME TO CUSTOMER CENTRICITY
13. @johnbrunswick
MKTRESEARCH
&ANALYSIS
BEHAVIOR BASED
Forrester
Research's
Consumer
Technographics®
PSYCHOGRAPHICS
Lifestyle
Personality
Social
Class
Zipcode
Psychographics
DEMOGRAPHICS
Gender
Age
Income
Educa:on
Loca:on
Marital
Status
Culture
IS BEHAVIOR ANALYSIS > THAN
TRADITIONAL MEASURES?
14. @johnbrunswick
WHAT’S A BRAND?
See what your gut told you? This is what marketing enables with
fundamentally similar products or services.
Images
via
inautomobile.com
17. @johnbrunswick
“People
Like
Me”
Influencer
Our
Brand
is
X
Lecture
Discussion
Our
Brand
is
X
Your
Brand
is
Y
Consumer
Driven
Marke:ng
OK
OK
“These
markets
are
conversaEons”
-‐
The
Cluetrain
Manifesto
PAST PRESENT
19. @johnbrunswick
PRO
TIP
Digital
Marke:ng
isn’t
actually
about
technology
at
all
…
Technology
merely
affords
you
increasingly
diverse
and
relevant
ways
to
connect
with
people…
-‐
Understanding
Digital
Marke:ng,
2nd
Edi:on,
Damian
Ryan
&
Calvin
Jones
b
34. @johnbrunswick
• “Data
Puking”
*
• Page
Views
• Total
Visitors
• Most
Viewed
Pages
• Conversions
• Analysis
within
Segments
• Loyalty
• etc…
• Excellent
Measurement
Model
Reading
@
Occam’s
Razor
by
Avinash
Kaushik
h.p://www.kaushik.net/avinash/digital-‐marke:ng-‐and-‐measurement-‐model/
YAWN... LAME...
NO CONTEXT WITH
BUSINESS
PERFORMANCE
MEASURES
ANALYTICS2.0
b BETTER
35. @johnbrunswick
• INCREASE
the
leads
in
pipeline
by
20%
• CONVERT
10%
of
these
leads
• AQUIRE
>
30%
of
leads
from
organic
SEO
• INCREASE
repeat
visits
seeking
addi:onal
informa:on
by
10%
• INCREASE
conversion
of
Segment
X
by
10%
“OUTCOMES
OFVALUE”
Action Measure
What
36. @johnbrunswick
5MUSTKNOW
ANALYTICSTERMS
• Conversion
Rate
• %
of
visitors
conver:ng
–
segment
/
campaign
view
is
most
helpful
• Micro
Conversions
• Whitepaper
download,
webcast
signup,
etc
• Bounce
Rate
• leave
axer
only
viewing
page
landed
on
• Abandonment
Rate
• Leave
within
stage
of
a
funnel
/
process
• Cost
Per
Conversion
• Cost
of
campaign
/
conversions
resul:ng
Bonus
Hits
are
meaningless
–
never
men:on
them.
Ever.
Seriously.
38. @johnbrunswick
“U.S. consumers go online to
research electronics, computers,
books, music and movies before
buying those items in bricks-and-
mortar stores
83%
h.p://www.pwc.com/en_us/us/retail-‐consumer/publica:ons/assets/pwc-‐
us-‐mul:channel-‐shopping-‐survey.pdf
*
this
is
known
as
“Showrooming”
39. @johnbrunswick
25%
“U.S. consumers shop via at
least four channels
h.p://www.pwc.com/en_us/us/retail-‐consumer/publica:ons/assets/pwc-‐
us-‐mul:channel-‐shopping-‐survey.pdf
40. @johnbrunswick
ANALYTICS JOURNEY
read
review
site
like
fan
page
visit
web
site
check
product
price
purchase
product
hear
about
product
from
friend
men:on
brand
read
online
discussions
42. @johnbrunswick
SEO GETTING STARTED
Don’t
be
so
quick
to
reach
for
technology…
Business Goal
Qualified
Traffic
Approaches
Research
1.
What
are
your
buyer
personas?
2.
What
are
their
problems
/
needs?
3.
What
are
they
searching
for?
44. @johnbrunswick
“
B2C
Companies
that
blog
generate
88%
more
leads
per
month
than
those
who
do
not
State
of
Inbound
Marke:ng
Lead
Genera:on
Report
2010
h.p://cdn2.hubspot.net/hub/53/docs/resellers/reports/state_of_inbound_marke:ng.pdf
Tons
of
awesome,
quality
free
e-‐
books
from
these
guys
–
check
them
out!
45. @johnbrunswick
Because
Others
Say
So
(not
because
you
do)
my-‐monkey.com
GOOGLE IN A NUTSHELL
monkey-‐news.com
“Page
Rank”
is
like
one
site
vo:ng
for
another
and
passing
along
its
reputa:on
46. @johnbrunswick
“ON SITE” SEO vs “OFF SITE”
<:tle>
<heading>
<internal
links>
<author>
alt
tags
site
naviga:on
/
vanity
URLs
body
text
link
text
geo
/
:me
relevance
site
speed
/
sitemap.xml
link
a.ributes
canonical
/
nofollow
www.my-‐monkey.com
• Links
• Link
Text
• Authority
/
“Page
Rank”
25%
75%
www.monkey-‐news.com
47. @johnbrunswick
PRO
TIP
If
someone
could
get
top
lis:ngs
on
Google
for
some
$100
“SEO
offer”
or
by
coding
their
page
a
certain
way
–
Google’s
business
would
end.
There
is
no
shortcut
to
high
rankings.
b
If you believe this, I have a
bridge to sell you ;-)
48. @johnbrunswick
• DescripEon
Meta
Tag
• Might
be
used
as
snippets
for
your
pages,
as
descrip:on
meta
is
visible
in
SERPs
• Meta
Keywords
• Not
used
in
ranking
• rel="author”
–
sort
of
!
• Google
only
showing
when
contextually
relevant
now
to
the
query
• Social
/
Authority
• Definitely
used
for
rank
as
far
back
as
2010
COMMONSEO
MYTHS
49. @johnbrunswick
• Search
Engine
Result
Pages
(SERPs)
• Fancy
way
of
saying
the
results
you
see
in
Google
/
Bing,
etc
• Organic
Traffic
/
Natural
Traffic
• Organic
traffic
has
a
4x
Click
Through
Rate
(CTR)
• Paid
Search
(e.g.
Adwords)
• Payment
for
a
ad
/
banner
to
be
visible
on
a
3rd
party
site
• Keywords
• Content
editors
should
be
conscious
of
“needs
based”
:tle
and
content
crea:on
• Referral
Traffic
• Site
traffic
based
on
links
to
your
site
from
others
5CRITICALSEO
TERMS
50. @johnbrunswick
• Cost
Per
Click
(CPC)
• Price
for
click
through
on
paid
lis:ng
• Click
Through
Rate
(CTR)
• Impressions
/
end
user
click
through
• RetargeEng
• Ad
shown
on
3rd
party
site,
tailored
based
on
your
prior
browse
history
• Response
A_ribuEon
• Where
the
traffic
came
from
• Jump
Page
/
Landing
Page
• Specific
pages
visually
op:mized
to
convert
for
specific
campaigns
5KEYPAID
SEARCHTERMS
51. @johnbrunswick
IMPRESSIONS&
CLICKTHROUGH
h.p://www.youtube.com/watch?v=-‐wWB1PS8H7Q
• Pre
Click-‐through
• Behavior
analysis
within
SERPs
• Social
Proof
in
SERPs
• G+
“shares”
• G+
followers
• Profiles
of
users
• SERP
LisEng
OpEmizaEon
• Analysis
of
where
ranked
• Volume
of
views
• Click-‐through
frequency
• Copy
considera:ons
in
lis:ng
–
e.g.
Meta
Descrip:on
53. @johnbrunswick
“THE MORE LOCALIZED AND PERSONALIZED THE SOURCE OF INFORMATION, THE MORE
LIKELY IT IS TO MOVE PEOPLE IN OUR DIRECTION” - Robert Cialdini
POWER OF CONTEXTUAL RELEVANCY
IS
TRUMPED
BY
Harvard
Business
Review
Reprint
–
“The
Uses
(and
Abuses)
of
Influence”
@
h.p://hbr.org/2013/07/the-‐uses-‐and-‐abuses-‐of-‐influence/
and
influence
of
hotel
guests
to
reuse
towels
Number
of
other
guests
who
reused
their
towels
Majority
of
people
who
stayed
in
this
room
reused
their
towels
54. @johnbrunswick
• Explicit
–
profile
• Demographics
–
age,
gender,
income
• Product
/
services
owned
• Implicit
–
behavioral
• Click
stream
• Referrer
(prior
site)
• Geo
targe:ng
• Social
rela:onships
• Results
• Enhanced
cross
selling
/
upselling
• Be.er
user
experience*
SEGMENTATION
METHODS #
b*
Zogby
Analy:cs
41%
prefer
ads
targeted
to
their
interests
vs
16%
prefer
random
ads.
28%
prefer
a
mix
of
both.
h.p://www.aboutads.info/resource/image/Poll/Zogby_DAA_Poll.pdf
For
YOU
others
like
you
55. @johnbrunswick
“…in
a
20
month
period
which
increased
dona:on
conversions
by
49%
and
sign
up
conversions
by
161%
h.p://kylerush.net/blog/op:miza:on-‐at-‐the-‐obama-‐campaign-‐ab-‐tes:ng/
A/BTESTING
A/B WHO WHAT?
56. @johnbrunswick
EXPIREMENTS
• Mul:ple
pages
with
big
changes
• 2
or
>
versions
of
page
• Quick
to
get
results
• Same
page
with
small
changes
• Subtle
Changes
• Bu.ons,
banners
&
copy
• Results
take
:me
A/B
Tes:ng
Mul:variate
Tes:ng
57. @johnbrunswick
The
Importance
of
A/B
Tes:ng:
Dan
Siroker
at
TNW
Conference
h.p://www.youtube.com/watch?v=yY-‐HBW5CNcg
A/BTESTING
SMARTS
58. @johnbrunswick
• Call
to
AcEon
(CTA)
• Explicit
sugges:on
to
user
• Above
the
Fold
• Shown
without
scrolling
• Landing
Page
• Designed
for
specific
audience
• Oxen
:ed
to
campaign
• Microsite
• Narrowly
focused
site
for
specific
audience
4MUSTKNOW
LAYOUTTERMS
60. @johnbrunswick
TOSCANINI’S
• Founded
by
Gus
Rancatore
in
1981
• GQ
named
it
one
of
the
top
10
ice
cream
shops
"you
must
visit"
• In
Cambridge
near
MIT
• Focused
on
quality,
customer
service,
and
a
sense
of
place
• Cater
to
diverse
customer
culture
with
geo-‐
targeted
recipes
ALWAYS INNOVATING - LET’S EXPLORE
65. @johnbrunswick
Produces
almost
2X
the
leads
of
trade
shows,
telemarke:ng,
direct
mail
or
PPC
do
Lead
conversion
13%
higher
than
tradi:onal
leads
2X
13%
SOCIALMEDIA
h.p://www.slicktext.com/blog/2013/05/the-‐digital-‐marke:ng-‐trio-‐of-‐2013-‐infographic/
SOCIAL MEDIA INHERENTLY IMPARTS
SOME CONTEXT
IMPLICIT AFFINITY VIA
SOCIAL PROOF
66. @johnbrunswick
VALUABLE
SOCIALSIGNALS • No
longer
“Op:onal”
• Measure
of
Authority
• Speed
to
Enter
Engine
Index
• Influences
SERP
Experience
• Onsite
and
Offsite
Conversa:ons
• Nurture
Brand
Advocacy
67. @johnbrunswick
ARE YOU ON G+?
IF NOT... YOU SHOULD BE...
As
far
back
as
2010
Google
uses
Social
Signals
to
impact
search
results*
Google+
ubiquity
&
click-‐through
impact
Index
availability
*
Ma.
Cu.s
-‐
h.p://www.youtube.com/watch?v=oƒwPC-‐5Ub4
h.p://searchengineland.com/what-‐social-‐signals-‐do-‐google-‐bing-‐really-‐count-‐55389
69. @johnbrunswick
• Social
IS
Conversa:on
• Listen
&
Par:cipate
• SMM
Tools
• Google
Alerts,
Collec:ve
Intellect,
Radian6,
SproutSocial,
Hootsuite,
etc
PARTICIPATING
INSOCIAL
70. @johnbrunswick
“OMG
I
have
like
the
easiest
job
ever.
I
just
browse
the
web
all
day
and
post
pictures…
I
guess
they
call
our
group
social
media
or
something.
You
should
totally
get
this
job.
-‐
Two
young
adults
overheard
at
Starbucks
talking
to
friend
as
I
was
wri:ng
this
This isactuallypart ofInboundMarketing!
73. @johnbrunswick
CONVERSATIONECOSYSTEM
(CLUETRAINMANIFESTO)
Monkey
Owner
Enthusiast
Site
Monkey
Time
Blog
Inspired
by
Search
and
Social:
The
Defini:ve
Guide
to
Real-‐Time
Content
Marke:ng
Highly
Recommended
-‐
h.p://www.amazon.com/Search-‐Social-‐Defini:ve-‐Real-‐Time-‐Marke:ng/dp/111826438X
75. @johnbrunswick
• MarkeEng
AutomaEon
• Scheduling,
segmen:ng,
tracking
marke:ng
campaigns
• MulE-‐touch
MarkeEng
• Orchestra:ng
coordinated
marke:ng
efforts
over
a
variety
of
channels
• Integrated
MarkeEng
• Consistent
iden:ty
and
message
across
channels
• Permission
MarkeEng
• Opt-‐in
&
opt-‐out
• Open
Rate
• Email
/
messages
opened
vs
not
5KEYMARKETING
AUTOMATIONTERMS
Direct
Mail
Email
Web
76. @johnbrunswick
• Lead
Management
• Nurture,
qualify
and
capture
leads
• Intent
to
Buy
/
Stage
• Behavior
/
Geo
based
• Display
ads
when
well
qualified
• Excellent
Opportunity
to
Change
Experience
based
on
Stage
• Copy,
Offers,
Bu.ons,
CTA
Text,
etc
RELATIONSHIP&
CONVERSION
,PDF
Download
10
Points
Webinar
Signup
20
Points
Newsle.er
Subscrip:on
5
Points
[
9
79. @johnbrunswick
WHAT KPIS ARE YOU TRACKING ON YOUR
SITE TODAY?
ARE ANY MISSING THAT SHOULD BE
TRACKED?
WHAT IS ONE CHANGE YOU COULD MAKE
TO INCREASE CONVERSION?
S
:
G
80. @johnbrunswick
create
RELEVANT
content
measurement
needs
to
be
MEANINGFUL
-‐
not
vanity
based
CONVERSION
is
king
SEGMENT
for
relevancy
and
higher
conversion
EXPERIMENT
and
refine
conversion
approach
CONVERSE
in
the
right
places
SEO
is
OTHERS
saying
your
important
–
not
you
LOYALTY
pays
KEY TAKEAWAYS
83. @johnbrunswick
Understand 2012 Online Marketing Trends to make your 2013 Digital Marketing more
Effective
http://www.youtube.com/watch?v=KIn-6iJuwYo
Professor David Bell on Digital Marketing: Wharton Lifelong Learning Tour
http://www.youtube.com/watch?v=m9zowHS79xM
From Mad Men to Math Men
http://www.youtube.com/watch?v=oH87MtZuBcY
Glossary of Digital Marketing Terms
http://www.scribd.com/doc/14571090/Glossary-of-Digital-Marketing-Terms
Search and Social: The Definitive Guide to Real-Time Content Marketing
http://www.amazon.com/Search-Social-Definitive-Real-Time-Marketing/dp/111826438X
Optimizely Presentation
http://www.youtube.com/watch?feature=player_embedded&v=yY-HBW5CNcg
HELPFUL
RESOURCES
84. @johnbrunswick
The Short Answers To Every Matt Cutts Video
http://www.theshortcutts.com/
With Collective Presentations
http://www.theshortcutts.com/
Zogby Analytics - Interactive Survey of US Adults (April 2013)
http://www.aboutads.info/resource/image/Poll/Zogby_DAA_Poll.pdf
The Digital Marketing Trio - Social Media, Mobile Marketing, and Content Marketing
http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/
HELPFUL
RESOURCES