SlideShare a Scribd company logo
1 of 12
Download to read offline
Digital Marketing
Building and executing a digital strategy

Clay Schossow, New Media Campaigns
Tweet at @newmediaclay
New Media Campaigns
● 11 Person Agency in Carrboro

● Full-service digital agency

● Work with political campaigns, non-profits,
  companies, & partner with agencies

● Startups and Local Clients to Fortune 500
  ○ UNC, Boeing, Cisco, Rhodes Scholars, etc.
Developing a Digital Strategy
● How is it different than traditional?

● Important Steps:
   ○ Ranking Audiences
   ○ Ranking conversions
   ○ Choosing and testing message

● Difference of Strategy vs. Tactics

● Choosing tactics to execute through
Key Digital Tactics
● Paid Online Advertising

● Social Media

● Inbound Marketing

● Earned/WOM

● All complements
Paid Ads
● CPM vs. CPC

● Display/Contextual vs. Search
  ○ Longtail in Search

● Ad Exchanges
  ○ Consumer data and targetting

● A/B Testing
Social Media
● Facebook
  ○ Cheap $: Like Ads, Display Ads, Games
  ○ Pages and Share Campaigns
  ○ Give users something, then keep them engaged

● Twitter
  ○ New Ads, sponsored tweets
  ○ Viral campaigns: Hunger Games vs. McDonalds

● YouTube/Flickr/LinkedIn/Pinterest

● Email
Inbound Marketing
● Inbound vs. Outbound

● Organic vs. Paid results

● Consistently create quality content: blogging,
  social media, email campaigns

● Only cost is time

● Focus on longtail
Complements
● Rare that one tactic stands alone

● Each tactic is for different audience/media

● Mix of paid and earned

● Always testing and monitoring to double
  down
Around the Corner
● Shiny new thing

● Wait for critical mass before recommending
  to a client

● Watch industry trends through blogs, social
  media, influencers
Takeaways
● One medium made up of multiple media

● Cost effective to work on fly

● Always Be Testing

● Content Creation
What You Can Do?
● Employers are looking to millenials

● Try this stuff: Blog, Tweet, Run an Ad
  Campaign

● Interact with leaders in the space
Thanks!

Clay Schossow
www.newmediacampaigns.com

clay@newmediacampaigns.com
@newmediaclay

More Related Content

What's hot

Adverto advertising promo
Adverto advertising promoAdverto advertising promo
Adverto advertising promoAnup Kulkarni
 
Digital marketing
Digital marketingDigital marketing
Digital marketingHindujaG1
 
Stride gum final nmdl
Stride gum final nmdlStride gum final nmdl
Stride gum final nmdlKlingsten
 
Stride Gum Digital Strategy
Stride Gum Digital StrategyStride Gum Digital Strategy
Stride Gum Digital StrategyEmer Smith
 
Storytellers Case Studies (Update: Dec 2013)
Storytellers Case Studies (Update: Dec 2013)Storytellers Case Studies (Update: Dec 2013)
Storytellers Case Studies (Update: Dec 2013)Storytellers
 
Cremalab Sales and Marketing Internship
Cremalab Sales and Marketing Internship Cremalab Sales and Marketing Internship
Cremalab Sales and Marketing Internship Vanessa Gonzales
 
Team Chapter Presentation
Team Chapter Presentation Team Chapter Presentation
Team Chapter Presentation mliberti5
 
Working in a Niche Industry: How to Tackle the Acquisition of Mainstream Affi...
Working in a Niche Industry: How to Tackle the Acquisition of Mainstream Affi...Working in a Niche Industry: How to Tackle the Acquisition of Mainstream Affi...
Working in a Niche Industry: How to Tackle the Acquisition of Mainstream Affi...Affiliate Summit
 
Suddenly found treasures marketing plan
Suddenly found treasures marketing planSuddenly found treasures marketing plan
Suddenly found treasures marketing planMinty Chen
 
Digital Marketing @ GA HK
Digital Marketing @ GA HKDigital Marketing @ GA HK
Digital Marketing @ GA HKAllison Baum
 
Crowdfunding for Impact
Crowdfunding for ImpactCrowdfunding for Impact
Crowdfunding for ImpactYTH
 
18608 confidential1pgr
18608 confidential1pgr18608 confidential1pgr
18608 confidential1pgrDanIonesco
 
Social Media Integration for Small Business
Social Media Integration for Small BusinessSocial Media Integration for Small Business
Social Media Integration for Small BusinessRey Baguio
 

What's hot (20)

Adverto advertising promo
Adverto advertising promoAdverto advertising promo
Adverto advertising promo
 
DUO breakfast 22 November 2016
DUO breakfast 22 November 2016DUO breakfast 22 November 2016
DUO breakfast 22 November 2016
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 
Stride gum final nmdl
Stride gum final nmdlStride gum final nmdl
Stride gum final nmdl
 
Stride Gum Digital Strategy
Stride Gum Digital StrategyStride Gum Digital Strategy
Stride Gum Digital Strategy
 
Storytellers Case Studies (Update: Dec 2013)
Storytellers Case Studies (Update: Dec 2013)Storytellers Case Studies (Update: Dec 2013)
Storytellers Case Studies (Update: Dec 2013)
 
Cremalab Sales and Marketing Internship
Cremalab Sales and Marketing Internship Cremalab Sales and Marketing Internship
Cremalab Sales and Marketing Internship
 
Team Chapter Presentation
Team Chapter PresentationTeam Chapter Presentation
Team Chapter Presentation
 
Team Chapter Presentation
Team Chapter Presentation Team Chapter Presentation
Team Chapter Presentation
 
Sm group 4 presentation
Sm group 4 presentationSm group 4 presentation
Sm group 4 presentation
 
Sm group 4 presentation
Sm group 4 presentationSm group 4 presentation
Sm group 4 presentation
 
Working in a Niche Industry: How to Tackle the Acquisition of Mainstream Affi...
Working in a Niche Industry: How to Tackle the Acquisition of Mainstream Affi...Working in a Niche Industry: How to Tackle the Acquisition of Mainstream Affi...
Working in a Niche Industry: How to Tackle the Acquisition of Mainstream Affi...
 
Facebook marketing
Facebook marketingFacebook marketing
Facebook marketing
 
Pj part 5 team2
Pj part 5 team2Pj part 5 team2
Pj part 5 team2
 
Suddenly found treasures marketing plan
Suddenly found treasures marketing planSuddenly found treasures marketing plan
Suddenly found treasures marketing plan
 
Digital Marketing @ GA HK
Digital Marketing @ GA HKDigital Marketing @ GA HK
Digital Marketing @ GA HK
 
Crowdfunding for Impact
Crowdfunding for ImpactCrowdfunding for Impact
Crowdfunding for Impact
 
18608 confidential1pgr
18608 confidential1pgr18608 confidential1pgr
18608 confidential1pgr
 
One Bad Buick
One Bad BuickOne Bad Buick
One Bad Buick
 
Social Media Integration for Small Business
Social Media Integration for Small BusinessSocial Media Integration for Small Business
Social Media Integration for Small Business
 

Similar to Digital Marketing Strategy and Tactics

Sm group 4 chapter 5 ppt
Sm group 4 chapter 5 pptSm group 4 chapter 5 ppt
Sm group 4 chapter 5 ppttracitodd123
 
SampleSizeMe Pitch
SampleSizeMe PitchSampleSizeMe Pitch
SampleSizeMe PitchLevi Saada
 
Best Buy Digital Strategy
Best Buy Digital StrategyBest Buy Digital Strategy
Best Buy Digital StrategyBailey McClure
 
Inbound marketing & Lead Generation - Kalyan Chandra
Inbound marketing & Lead Generation - Kalyan ChandraInbound marketing & Lead Generation - Kalyan Chandra
Inbound marketing & Lead Generation - Kalyan ChandraKalyan Chandra
 
Copy of 11. Multi-Touch Digital Marketing Strategy.pptx
Copy of 11. Multi-Touch Digital Marketing Strategy.pptxCopy of 11. Multi-Touch Digital Marketing Strategy.pptx
Copy of 11. Multi-Touch Digital Marketing Strategy.pptxopeyemiolagoke1
 
How to Use Social Media for Fundraising
How to Use Social Media for FundraisingHow to Use Social Media for Fundraising
How to Use Social Media for FundraisingBobbie Rathjens
 
Final Marketing Plan
Final Marketing PlanFinal Marketing Plan
Final Marketing PlanJoel Miller
 
The Basics of Digital Marketing
The Basics of Digital MarketingThe Basics of Digital Marketing
The Basics of Digital MarketingRiley Waugh
 
Political Web design and Development
Political Web design and DevelopmentPolitical Web design and Development
Political Web design and Developmentnewmediaclay
 
Business development presentation2
Business development presentation2Business development presentation2
Business development presentation2Nagendra Acharya
 
Group presentation
Group presentationGroup presentation
Group presentationSpais12
 
Group presentation (1)
Group presentation (1)Group presentation (1)
Group presentation (1)rodrmic2
 
Manchester HUG March 2017
Manchester HUG March 2017Manchester HUG March 2017
Manchester HUG March 2017Paul Mortimer
 
Improve the ROI of Your Drupal Site
Improve the ROI of Your Drupal SiteImprove the ROI of Your Drupal Site
Improve the ROI of Your Drupal SiteMediacurrent
 
what is Digital marketing (1).pptx
what is Digital marketing       (1).pptxwhat is Digital marketing       (1).pptx
what is Digital marketing (1).pptxglamcouture338
 
How to Increase Nonprofit Revenue with a Marketing Plan
How to Increase Nonprofit Revenue with a Marketing PlanHow to Increase Nonprofit Revenue with a Marketing Plan
How to Increase Nonprofit Revenue with a Marketing PlanBloomerang
 
Zero-to-One - Building a Marketing Plan for Your Small Business
Zero-to-One - Building a Marketing Plan for Your Small BusinessZero-to-One - Building a Marketing Plan for Your Small Business
Zero-to-One - Building a Marketing Plan for Your Small BusinessAnalytive
 
Power point creating a social_media_plan
Power point creating a social_media_planPower point creating a social_media_plan
Power point creating a social_media_planeswhfitness
 

Similar to Digital Marketing Strategy and Tactics (20)

Sm group 4 chapter 5 ppt
Sm group 4 chapter 5 pptSm group 4 chapter 5 ppt
Sm group 4 chapter 5 ppt
 
SampleSizeMe Pitch
SampleSizeMe PitchSampleSizeMe Pitch
SampleSizeMe Pitch
 
Best Buy Digital Strategy
Best Buy Digital StrategyBest Buy Digital Strategy
Best Buy Digital Strategy
 
Inbound marketing & Lead Generation - Kalyan Chandra
Inbound marketing & Lead Generation - Kalyan ChandraInbound marketing & Lead Generation - Kalyan Chandra
Inbound marketing & Lead Generation - Kalyan Chandra
 
Copy of 11. Multi-Touch Digital Marketing Strategy.pptx
Copy of 11. Multi-Touch Digital Marketing Strategy.pptxCopy of 11. Multi-Touch Digital Marketing Strategy.pptx
Copy of 11. Multi-Touch Digital Marketing Strategy.pptx
 
How to Use Social Media for Fundraising
How to Use Social Media for FundraisingHow to Use Social Media for Fundraising
How to Use Social Media for Fundraising
 
Final Marketing Plan
Final Marketing PlanFinal Marketing Plan
Final Marketing Plan
 
The Basics of Digital Marketing
The Basics of Digital MarketingThe Basics of Digital Marketing
The Basics of Digital Marketing
 
Creating a Seamless Customer Experience: Omnichannel Marketing - Robin Dimond...
Creating a Seamless Customer Experience: Omnichannel Marketing - Robin Dimond...Creating a Seamless Customer Experience: Omnichannel Marketing - Robin Dimond...
Creating a Seamless Customer Experience: Omnichannel Marketing - Robin Dimond...
 
Political Web design and Development
Political Web design and DevelopmentPolitical Web design and Development
Political Web design and Development
 
Business development presentation2
Business development presentation2Business development presentation2
Business development presentation2
 
Group presentation
Group presentationGroup presentation
Group presentation
 
Group presentation (1)
Group presentation (1)Group presentation (1)
Group presentation (1)
 
Manchester HUG March 2017
Manchester HUG March 2017Manchester HUG March 2017
Manchester HUG March 2017
 
B2B Lead Generation - Driving Sales from Marketing - Anet (de Kock) van Stade...
B2B Lead Generation - Driving Sales from Marketing - Anet (de Kock) van Stade...B2B Lead Generation - Driving Sales from Marketing - Anet (de Kock) van Stade...
B2B Lead Generation - Driving Sales from Marketing - Anet (de Kock) van Stade...
 
Improve the ROI of Your Drupal Site
Improve the ROI of Your Drupal SiteImprove the ROI of Your Drupal Site
Improve the ROI of Your Drupal Site
 
what is Digital marketing (1).pptx
what is Digital marketing       (1).pptxwhat is Digital marketing       (1).pptx
what is Digital marketing (1).pptx
 
How to Increase Nonprofit Revenue with a Marketing Plan
How to Increase Nonprofit Revenue with a Marketing PlanHow to Increase Nonprofit Revenue with a Marketing Plan
How to Increase Nonprofit Revenue with a Marketing Plan
 
Zero-to-One - Building a Marketing Plan for Your Small Business
Zero-to-One - Building a Marketing Plan for Your Small BusinessZero-to-One - Building a Marketing Plan for Your Small Business
Zero-to-One - Building a Marketing Plan for Your Small Business
 
Power point creating a social_media_plan
Power point creating a social_media_planPower point creating a social_media_plan
Power point creating a social_media_plan
 

Recently uploaded

The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptxThe-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptxmbikashkanyari
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaoncallgirls2057
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024Adnet Communications
 
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxFinancial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxsaniyaimamuddin
 
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu MenzaYouth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menzaictsugar
 
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdfNewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdfKhaled Al Awadi
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMVoces Mineras
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Anamaria Contreras
 
Digital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdfDigital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdfJos Voskuil
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Pereraictsugar
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy Verified Accounts
 
Annual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesAnnual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesKeppelCorporation
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...ssuserf63bd7
 
Chapter 9 PPT 4th edition.pdf internal audit
Chapter 9 PPT 4th edition.pdf internal auditChapter 9 PPT 4th edition.pdf internal audit
Chapter 9 PPT 4th edition.pdf internal auditNhtLNguyn9
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckHajeJanKamps
 
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607dollysharma2066
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Americas Got Grants
 
Marketplace and Quality Assurance Presentation - Vincent Chirchir
Marketplace and Quality Assurance Presentation - Vincent ChirchirMarketplace and Quality Assurance Presentation - Vincent Chirchir
Marketplace and Quality Assurance Presentation - Vincent Chirchirictsugar
 
8447779800, Low rate Call girls in Rohini Delhi NCR
8447779800, Low rate Call girls in Rohini Delhi NCR8447779800, Low rate Call girls in Rohini Delhi NCR
8447779800, Low rate Call girls in Rohini Delhi NCRashishs7044
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfRbc Rbcua
 

Recently uploaded (20)

The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptxThe-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024
 
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxFinancial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
 
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu MenzaYouth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
 
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdfNewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
 
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQMMemorándum de Entendimiento (MoU) entre Codelco y SQM
Memorándum de Entendimiento (MoU) entre Codelco y SQM
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.
 
Digital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdfDigital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdf
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
 
Annual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesAnnual General Meeting Presentation Slides
Annual General Meeting Presentation Slides
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
 
Chapter 9 PPT 4th edition.pdf internal audit
Chapter 9 PPT 4th edition.pdf internal auditChapter 9 PPT 4th edition.pdf internal audit
Chapter 9 PPT 4th edition.pdf internal audit
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
 
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...
 
Marketplace and Quality Assurance Presentation - Vincent Chirchir
Marketplace and Quality Assurance Presentation - Vincent ChirchirMarketplace and Quality Assurance Presentation - Vincent Chirchir
Marketplace and Quality Assurance Presentation - Vincent Chirchir
 
8447779800, Low rate Call girls in Rohini Delhi NCR
8447779800, Low rate Call girls in Rohini Delhi NCR8447779800, Low rate Call girls in Rohini Delhi NCR
8447779800, Low rate Call girls in Rohini Delhi NCR
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
 

Digital Marketing Strategy and Tactics

  • 1. Digital Marketing Building and executing a digital strategy Clay Schossow, New Media Campaigns Tweet at @newmediaclay
  • 2. New Media Campaigns ● 11 Person Agency in Carrboro ● Full-service digital agency ● Work with political campaigns, non-profits, companies, & partner with agencies ● Startups and Local Clients to Fortune 500 ○ UNC, Boeing, Cisco, Rhodes Scholars, etc.
  • 3. Developing a Digital Strategy ● How is it different than traditional? ● Important Steps: ○ Ranking Audiences ○ Ranking conversions ○ Choosing and testing message ● Difference of Strategy vs. Tactics ● Choosing tactics to execute through
  • 4. Key Digital Tactics ● Paid Online Advertising ● Social Media ● Inbound Marketing ● Earned/WOM ● All complements
  • 5. Paid Ads ● CPM vs. CPC ● Display/Contextual vs. Search ○ Longtail in Search ● Ad Exchanges ○ Consumer data and targetting ● A/B Testing
  • 6. Social Media ● Facebook ○ Cheap $: Like Ads, Display Ads, Games ○ Pages and Share Campaigns ○ Give users something, then keep them engaged ● Twitter ○ New Ads, sponsored tweets ○ Viral campaigns: Hunger Games vs. McDonalds ● YouTube/Flickr/LinkedIn/Pinterest ● Email
  • 7. Inbound Marketing ● Inbound vs. Outbound ● Organic vs. Paid results ● Consistently create quality content: blogging, social media, email campaigns ● Only cost is time ● Focus on longtail
  • 8. Complements ● Rare that one tactic stands alone ● Each tactic is for different audience/media ● Mix of paid and earned ● Always testing and monitoring to double down
  • 9. Around the Corner ● Shiny new thing ● Wait for critical mass before recommending to a client ● Watch industry trends through blogs, social media, influencers
  • 10. Takeaways ● One medium made up of multiple media ● Cost effective to work on fly ● Always Be Testing ● Content Creation
  • 11. What You Can Do? ● Employers are looking to millenials ● Try this stuff: Blog, Tweet, Run an Ad Campaign ● Interact with leaders in the space