This document discusses the importance of digital marketing and compares traditional and digital marketing channels. It outlines various digital marketing tactics including SEO, PPC, media buys, email marketing, affiliate marketing, and social media. For each tactic, it provides the pros and cons. It emphasizes that businesses should evaluate which digital marketing mix is right for them based on their goals and considers emerging digital trends like data-driven marketing and a shift to mobile.

1. Digital Marketing 101
November 5th, 2014

2. Why is digital
marketing
important?

3.  Supports an integrated approach
 Reinforces branding and differentiation
 Expands reach to prospective customer base
 Adapts to trends in user behaviour and preferences
 Enables targeting and segmentation
 Provides complete tracking and reporting transparency

4. Comparing traditional (offline) and digital marketing channels
Traditional (Offline)
Marketing
Digital Marketing
 Print (newspaper,
magazine)
 Direct Mail
 Out-of-Home
(OOH) advertising
(billboards, etc.)
 TV
 Radio
 Event
 SEO
 PPC
 Media Buys
 Email Marketing
 Affiliate/Performance
Marketing
 Social Media

5. The importance of a balanced digital
marketing mix

6. SEO
Search Engine Optimization (SEO) is the use of various
techniques to improve a website’s ranking on search engines
through organic means, ultimately to attract more visitors.
On-Site Off-Site
 Activities that make it
easier for search engines
and bots to find, index and
navigate a website
 Should allow users to find a
website and what they’re
looking for once they get
there
 User experience
 Navigation
 Activities that focus on
content development,
relationship building with
other webmasters and
content exposure
opportunities
 Aim is to drive traffic to a
website
 Content and distribution
should be about the human
experience

7. Pros:
 Low cost
 Permanence
 Cross-channel impact
 High customer values
 Long standing return
Cons:
 Requires continuous ongoing maintenance
 Time consuming
 Vulnerability to changes made in search engine algorithms
 Can be the tactic that needs the most time to see results
 Off-site SEO can require back-linking budget to secure exposure on high quality websites

8. PPC
Pay per click (PPC) is an advertising model, or online campaign, wherein a
website pays a set amount (bid price) whenever someone clicks on their ad.
Pros:
 Speed
 Reach
 High customer values
 Back-fills SEO vulnerability
Cons:
 Temporary benefit
 Can be very costly

9. Media Buys
Media buys in this context are the purchase of digital advertising space; traditionally,
media buying is the purchase of advertising space across newspaper, TV, billboard,
radio.
Pros:
 Targeting
 High volume traffic
 Brand building
Cons:
 Lack of transparency on media placement
 Risk of low value traffic
 Ad blocking

10. Email Marketing
Email marketing involves sending your affiliates a direct (via email), personalized
communication, with their specific needs in mind. Emails can be sent to owned or
outsourced (paid for) databases.
Pros:
 Simple
 Quick results
 Low Cost
Cons:
 Can be marked as SPAM which risks blacklisting if not properly operated; this can
have a negative impact on subscribe rates and the ability to use a database for
marketing in the future
 Risk in working with third party databases

11. Affiliate/Performance Marketing
Involves working with third party marketers (affiliates) on a
performance-based model for referred traffic.
Pros:
 Shares the risk and cost of acquiring
customers
 Helps fill in gaps and blind spots
 Offers access to large pools of, ideally,
relevant traffic
 Creates “buzz” through impressions
 Acts as a third party endorsement
Cons:
 Long term tactic that requires time and
effort to grow results
 Affiliate management requires ongoing
support
 Requires the provision of transparency
to partners
 Requires reliable tracking and reporting

12. Social Media
Involves using social networking websites/platforms
as a marketing tools with the goal of engaging
communicates and encouraging social sharing.
A look at social media consumption and user
trends…

14. Pros:
 Provides global reach to 1 billion people +
 Access to peer groups through social sharing and can result in referral marketing
 Highly effective at communicating a brand story and creating a positive brand
experience
 Contributes to improved customer retention and brand loyalty through increased
accessibility to a brand
 Encourages user-generated content in engaging content mediums, and
contributes positively to SEO ranking
 Social media consumption means you’re reaching users when and where they
choose to engage with content, and is very conducive to a mobile user experience
 Improved customer insight through social “listening”

15. Cons:
 Brand reputation vulnerability
 Demands on time investment
 A poor social media brand presence can impact more
negatively than none at all – there are arguably more
brands that do social media poorly than those who do it
well

16. How do
businesses
evaluate the
digital marketing
mix that is right
for them?

18. Digital trends to watch
 A platform agnostic experience
 Data, data, data!
 Predictive and adaptive marketing
 Native advertising
 Real time marketing
 Evolving ad formats
 Shift to mobile as primary platform/device