The document discusses how digital marketing has changed consumer purchase decisions and the importance of inbound marketing strategies. It provides tips on using metrics to measure marketing performance and ensure data drives meaningful action. Key recommendations include knowing the target audience, using a holistic inbound approach, and collaborating on an iterative strategy with defined metrics.

1. Defining Digital
Joseph Orlando
TorchLite Group

2. Consider this!
With all the information available online, as much as
70% of the purchase decision is made BEFORE ever
contacting the company who sells the product or
service.
Online opinions from strangers carry more
weight than input from experts and industry pundits
Online opinions carry more weight and are
believed more than comments and claims made by a
company or its sales personnel

3. Digital Dialog
• Inbound v Outbound
– Content v. gimmick
• Omni channel
• Content Draw
– Engage!
– Consistent!
– Concise!
• Retargeting
• Pixel
• BackLinks
• Permission based-audience coverts
at a 750% higher rate than
interruption-based marketing.
– Examples: subscription based email
marketing, social media, blog
subscribers, webinar attendees, etc.
• Metrics
• Analytics
• SEO
• Permission based examples of SEO,
keyword targeting, landing page
strategy, content/blog strategy, etc.
–
• Content as “bait” – don’t try to tell
everyone everything right away
– Conversational
– Use visuals
– Call to action
– Persistent key words
– Infographics
– White Paper and News Resource
– Forums

4. Linear Outbound

5. Holistic Approach - Inbound
SEO
PPC
Blog
eMail
Mobile
Forums
Content
YouTube
PodCasts
Webinars
Proximity
Back Links
Q&A Sites
Retargeting
Social Media
Omnichannel
Research Resource
Real Time Impressions

6. Hash email
DMP
Facebook
Website
Automation
RTB
Dialing Up Digital

7. KNOW WHO YOU WANT TO REACH!

8. Every
man
and
woman
Ages One
to One
Hundred
MASS
DISTRIBUTION

9. 30-40 year
old males
in zip
code
xxxxx
Every
man
and
woman
Ages One
to One
Hundred
MASS
DISTRIBUTION
35-55 year
old small
business
owner
Parents with
children
getting
ready for
college
16-25 year
old new
parents

10. Retargeting

11. $20…..$18……..$12………..$9……….$6……..$4………$2……….$.048
Display Ad Exchanges

12. Real Time Dashboard

13. Real Time Dashboard

14. Real Time Dashboard

15. UTM Code
Urchin Tracking Module
Custom URL to track source, medium and campaign – even for offline campaigns!

16. Simply HAVING the
information is NOT
enough… if the
data doesn’t drive
action…
it is wasted!

17. Metrics
• MQL versus SQL
• SQL to Quote
• Quote to Close
• Lifetime Customer Value (LTV)
• Customer Acquisition Cost (COCA)
• CPC
• Click Through Rate (CTR)
• CTA Success
• CVR
• Bounce Rates
• Page Views & Per Session
• Cost Per Impression
• Variant Landing Page Performance
• Unique Visits (Traffic to Lead Ratio)
• Link Back Quality
Key Performance Indicators

18. Information - an A$$et Worth Protecting
• Hash eMail
• Unstructured Databases
• Secure Data Management
Platforms
• Well Managed GRC
• Monitoring and Alerts on
Anomalies
• Don’t Ignore Unknown and/or
Encrypted Network Traffic
• Maintain Chain of Custody
Logs

19. Digital Delight
Steps to Success
• Distill Clear Objectives
• KNOW YOUR TARGET!
• Set Reasonable Expectations
• Collaborate on an Iterative
Holistic Strategy
• Well Defined and Relevant
Metrics
• Stay the Course
• Exploit Real Experience
Digital Danger
• “How do you know when you
arrive if you don’t know where
you are going?”
• “The web is a game changer!”
• “This is a Marketing thing! This is
an IT thing!”
• “Can’t manage what you can’t
measure.”
• “Let’s try It for awhile.”
• “Let’s give it to someone who has
the spare time to focus on this.”

20. If it were easy –
everyone would be
doing it!
Let experience be
your guide.
Questions?
Joe@jgorlando.com
352-409-5869
TORCHLITE
GROUP