This document provides an overview of digital marketing trends, channels, tactics and tools. It is presented in four parts: emerging trends in the digital landscape, key digital marketing channels, tactics for driving engagement and conversion, and useful tools for digital marketing efforts. The presentation covers topics such as the shift from outbound to inbound marketing, the proliferation of digital channels, how to leverage search engine marketing, social media, email and other channels, and how tools like Google Analytics can be used to track metrics and analyze traffic. The overall message is the importance of staying aware of emerging trends and being curious to continuously improve digital marketing strategies.

1. an overview of
Digital Marketing
trends · channels · tactics · tools
a presentation for Impact HUB San Francisco // July 30, 2015
insights + interfaces
for digital business

2. © 2015 · all rights reserved
A bit about me
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corporate strategyBusiness Strategy Web Presence DesignProduct Development + Mgmt
Growth Hacking Teaching + Education Procraftination

3. an overview of
Digital Marketing
Part 1
Emerging trends
in the digital marketing landscape

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The best brands are functional and emotional
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Google Maps
Get there.
Apple Maps
Maybe get there?
Waze
Help each other
get there!

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User
More Users
Indirectly
engages
Indirectly
engage
Customers v. users
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Customer
More Customers
The
Brand
Revenues
Engagement

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Customer understanding
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Afternoon w/Kids Date Night Personal Research

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Inbound v. outbound
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source:http://mashable.com/2011/10/30/inbound-outbound-marketing/

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Conversation-driven lifecycles
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“Funnel” “Loop”
source: https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places

9. an overview of
Digital Marketing
Part 2
Key Channels
in the digital marketing landscape

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Digital channels proliferate
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SEM: Targeting + precision + budget
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SEO: strength in coding + creative
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Retargeting: tracking technology
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Affiliates: inbound monetization
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Social: network effects
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Email: timing + relevance
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The art of timing
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What day is best for sending?
18http://customer.io/blog/timing-week-day-email-sending-schedule.html
Tuesdays—or earlier in the week

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What time is best?
19http://customer.io/blog/timing-week-day-email-sending-schedule.html
Brand Image
Earlier in the day (10a)
Click Actions
Later in the day (7p)

20. an overview of
Digital Marketing
Part 3
Leveraging Tactics
to drive engagement + conversion

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One tactical framework…
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Another Tactical Framework…
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Marketing Mixology
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+
vegasseven.com/2013/10/02/
mixology-awards-2/
+ +

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Proceed with caution.
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+
http://vegasseven.com/
2013/10/02/mixology-awards-2/
+ +

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++
Plan like a pro
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+

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Labels = (funnel) goals
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Sequencing labeled cards
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28. an overview of
Digital Marketing
Part 4
Useful Tools
to drive your marketing efforts

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Marketing Tools
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planning
Search Engine Marketing (SEM) analytics
social/viral lift
destination
segmented emails sponsored posts

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How Google Analytics (GA) works
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How Google Analytics (GA) works
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Fundamental Traffic Metrics (7 total)
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Audience describes people
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Acquisition describes sources
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Behavior describes content
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Spike Analysis via Traffic Source/Medium
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Spike Analysis via Traffic Source/Medium
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Staying on top of the trends
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Be endlessly curious!
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40. an overview of
Digital Marketing
Annnnnd done.
Thank you!
and let’s keep in touch
seth@familian1.com // @sfam