How to manage and measure digital marketing progess

1. Joe Orlando Digital Marketing Solutions 1
Digital Marketing Solutions
For over a decade, coaching and enabling global enterprises to adopt as much, or as little, digital
enablement as their internal processes can manage. From social media presence and community
building at the low end to real time bidding on ad exchanges with multi variant landing pages
and offers with relevant KPIs to include acquisition cost; click through; drop off rates; positive
and negative key words; backlinks and more...depending on what the internal organizational
processes can support.
Today, over 70 % of purchase decisions are made based on an individual’s online research. A
digital presence plays a critical role in ensuring awareness, education, content and compelling
value propositions reach the right market segments with timely messages.
Two specific examples where this is never been clearer are independent business owners and
small independent retailers. The keys to success include buying traffic.
Small independent retailers have much of the same needs to be successful as national chain
retailers. How can we compete with loyalty programs; mobile payment; couponing; queue
busting; ecommerce; localized and targeted advertising; customer nurturing and much much
more. Major retailers compile an army of tools and resources that would include Aviva;
Microsoft Dynamics; Constant Contact; Global Payments and a broad portfolio, smaller retailers
have the same needs without the comparable budgets. Additionally, due to their respective size,
few solutions providers even venture to their doors as they aren’t large enough to warrant
account based attention.
In order to differentiate; reach opportunities with shorter sales cycles; refine targeted marketing
and sales efforts; fulfill unmet market needs and build multi tenant volume as a basis for SaaS
based offers, DigiPOS Store Solutions developed a partnership with Microsoft to become one of
three ePOS providers, globally, to partner with Microsoft Dynamics for the SMB segment. In
addition to designing innovations in the ePOS platforms (self service maintenance; purpose built;
scalable), DigiPOS partnered with a number of solution providers under a master contract to be
able to offer things to include couponing; ecommerce; mobile payments; loyalty programs and
more to the SMB space.
In addition, smaller retailers appreciated every opportunity to discover the benefits from online
community building; blogging and vlogging; webinars; localized and targeted merchandising and
advertising; promotions and bundling; product reviews; data driven advertising to promote
variant landing pages, test offers, email distribution lists, timing and more with regard to their
limited ad spend.
Given the dynamic nature of ad exchanges, DigiPOS SaaS customers were able to create
campaigns and promotions and executive them through a variety of avenues including Constant
Contact; Mail Chimp; Facebook and Google analytics; and so much more transparency than they
ever imagined was possible. The add exchange approach enabled retailers to leverage geofencing
techniques to reach only local prospects that fit a certain profile during a stated time of the day…
and see the cost per conversion; acquisition costs; click throughs; search traffic and so much

2. Joe Orlando Digital Marketing Solutions 2
more with additional expert support into areas to include negative key words; long key words;
page rankings and conversion rates.
A bicycle store owner. A pet store owner. A spa owner. It would not be difficult to see their eyes
glaze over when you brought up topics to include lead generation; retention rates; click throughs;
cost per conversion; back links; and bounced visits. Taking it further, none refused to recognize
the advantages from mastering web traffic; search engine optimization; social media presence;
lead nurturing; integrated advertising; and building communities through content. Simply, they
didn’t know how to do these things.
By utilizing a scaled approach, retailers were offered a spectrum of services, along with
recommended processed required to ensure the business gained all the available benefits,
including metrics they could see and rely on.
To distill things into easily managed strategies, one could look at strategies and tactics in terms
of
Web Site
o Monthly new visitor
o Monthly return visits
o Channel visits
o Conversion rates
o Click through to offers
o Lead Capture
Social Media
o Facebook
o Twitter
o Instagram
o Pinterest
o SnapChat
o Reddit
o Tumblr
o Persicope
o Communities
o VLOG/BLOG
Integrated Advertising
o Cost per lead
o Cost per conversion
o Acquisition Cost
o Click through rates
o Digital, print, email, and events
Search Engine Optimization

3. Joe Orlando Digital Marketing Solutions 3
o Inbound links
o Search traffic
o Page authority
o Page rank
o Key words (extended length and negative key words)
Lead Generation/Nurture
o Cost per lead
o Conversion cost
o Retention rates
o Net promoter scoring
o Retargeting
o eMail nurturing
o Surveys
o Content development
Sales Enablement
o Collateral
o Whitepapers
o Interactive tools
o Events/webinars
o Blogs and Vlogs
Not having the need nor budgets for dedicated resources to design, develop and deliver on any or
all of these means that retailers can seize an opportunity to have a web design resource to call
upon; campaign managers; promotions experts and content developers that they can work with
the highlight their unique requirements.
Unless someone builds their business purely on lowest cost hoping for exceedingly unrealistic
volumes, all of the above are critical differentiators and the means to win profitable business.
The message to the target market is clear. You do what you do best and we do our best for you.
This means you have more time to focus on what you got into business to do… serve your
customers.