This digital marketing guide covers how traditional marketers can integrate digital tactics into their strategies. It discusses how Procter & Gamble successfully used digital marketing to boost their Old Spice campaign. The guide then outlines how to set up a customer funnel by defining top, middle, and bottom goals. It also provides an overview of key digital marketing tactics like paid media, landing pages, email marketing, and social media that can be used at different stages of the funnel to maximize impressions, conversions and retention.

1. A Digital Marketing Guide for
Traditional Marketers
Digital Marketing Strategy and
Tactics

2. I'm Eric Metelka, founder and CEO of the Digital
Media Certification, the standard of professional
excellence for digital marketers. I am a former
management consultant and the former digital
marketing manager at BestVendor.

3. What I Am Going to Cover
☐ Introduction
☐ What Is Digital Marketing?
☐ How To Set Up Your Customer Funnel
☐ Tactics to Maximize Conversions

4. Proctor & Gamble
launched their TV
campaign for Old
Spice on
February 9th, 2010

5. Google Searches for
‘Old Spice’
And over 10 million
YouTube views by April

6. YouTube video Response campaign
July 12th-14th - 205 30 second videos

7. Google Searches for
‘Old Spice’

8. Subscribers Followers
231% 2700%
Fans Visits
60% 300%

9. Sales
125%

10. What did P&G learn?
• Digital is additive to traditional
campaigns
• Viral traffic is short-lived
• Increased top of funnel
distribution due to increased
followers/subscriptions
• Still need to convert to
purchase
Integrate digital
into brand strategy

11. Why Digital?

15. You Can
Measure It

16. You Can
Measure It

17. Types of Digital Marketing

25. How To Set Up Your Customer
Funnel

26. Traditional Customer Funnel

27. Different Tactics to
Acquire and
Convert Customers

28. Google Analytics - free
KISSmetrics - paid
Mixpanel -piad

29. 1. Define Top of Funnel
(who is your customer?)

30. 1. Define Top of Funnel
(who is your customer?)
2. Define Bottom of Funnel
(what is your end goal?)

31. 3. Define Middle of Funnel

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33. Clearly Define
Goals

34. Clearly Define
Goals
Make Goals
Actionable

35. Tactics to Maximize Impressions

37. Paid vs. Free Media

38. ONLY 18% OF CLICKS GO HERE
82% GO HERE

39. Do the Math!
CPC < Price * Conversion % ?

41. How Google Works

43. Digital Marketing
Tactics Work
Together!

45. Go where your
customer is

46. Tactics to Maximize Conversions

47. Landing Pages
Call-to-Action
Capture Email

50. Know What Your
Customer Wants

51. Know What Your
Customer Wants
Test What Works

52. Onboarding
Emails
Convert
Sign-Ups to
Activation

53. Email
Reminders
Convert to
Engagement
& Purchase

54. Tactics to Maximize Retention

55. Social Media
Ask questions

56. Pictures Engage 50%+ More on Facebook

57. Talk to Your
Customers

58. Talk to Your
Customers
Provide Excellent
Content

59. Newsletters
Provide
Personal &
High Quality
Content

60. Have a Re-
Engagement
Email Flow for
Lost Customers

61. Customers will come
back if they love you

62. Digital Marketing Reading List
• Kissmetrics Blog -http://blog.kissmetrics.com/
• Andrew Chen – http://andrewchen.co
• Danielle Morrill – http://distributionhacks.com
• Rand Fishkin – http://moz.com/rand
• SEOMoz blog – http://SEOmoz.org/blog
• Inbound – http://inbound.org

63. Email: e.metelka@gmail.com
Twitter: @eric3000
LinkedIn: /in/emetelka
Facebook: /e.metelka
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