An overview for KQED · August 26, 2015

1. an overview of
Digital Marketing
trends · analytics · tactics
a presentation for KQED // August 26, 2015
insights + interfaces
for digital business

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

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A bit about you
3
‣ Your name
‣ Primary role/responsibility
‣ Experience with marketing
‣ One thing you’d like to learn

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‣ Emerging Trends
in the digital media landscape
‣ Analyzing Audience
with Google Analytics
‣ Developing Tactics
to drive engagement + conversion
Schedule for today
4
9:15a
10:15
11:15
15 min break
15 min break

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

6. © 2015 · all rights reserved
User
More Users
Indirectly
engages
Indirectly
engage
Customers v. users
6
Customer
More Customers
The
Brand
Revenues
Engagement

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Customer understanding
7
Afternoon w/Kids Date Night Personal Research

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Different value props often compete for “fit”
8
Date Night

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Customer understanding
9

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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

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Inbound v. outbound
11
source:http://mashable.com/2011/10/30/inbound-outbound-marketing/

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The best brands are functional and emotional
12
Google Maps
Get there.
Apple Maps
Maybe get there?
Waze
Help each other
get there!

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‣ Emerging Trends
in the digital media landscape
‣ Analyzing Audience
with Google Analytics
‣ Developing Tactics
to drive engagement + conversion
Schedule for today
13
9:15a
10:15
11:15
15 min break
15 min break

14. an overview of
Digital Marketing
Part 2
Analyzing Audience
with Google Analytics

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How Google Analytics (GA) works
15

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Fundamental Traffic Metrics (7 total)
16

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Audience describes people
17

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Acquisition describes sources
18

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Let’s explore a higher-volume site…
19

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Real-Time Tracking
20

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Behavior describes content
21

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Spike Analysis via Traffic Source/Medium
22

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Spike Analysis via Traffic Source/Medium
23

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‣ Emerging Trends
in the digital media landscape
‣ Analyzing Audience
with Google Analytics
‣ Developing Tactics
to drive engagement + conversion
Schedule for today
24
9:15a
10:15
11:15
15 min break
15 min break

25. an overview of
Digital Marketing
Part 3
Developing Tactics
to drive engagement + conversion

26. © 2015 · all rights reserved
Remember the Loop
26
“Funnel” “Loop”
source: https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places

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One tactical framework…
27

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Another Tactical Framework…
28

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Marketing Mixology
29
+
vegasseven.com/2013/10/02/
mixology-awards-2/
+ +

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Proceed with caution.
30
+
http://vegasseven.com/
2013/10/02/mixology-awards-2/
+ +

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Useful tools
31
planning
Search Engine Marketing (SEM) analytics
social/viral lift
destination
segmented emails sponsored posts

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Staying on top of the trends
32

33. an overview of
Digital Marketing
Part 4
Q&A
about anything we’ve discussed

34. an overview of
Digital Marketing
And scene.
Thank you!
let’s keep in touch
seth@familian1.com // @sfam

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Digital channels proliferate
35

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SEM: Targeting + precision + budget
36

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SEO: strength in coding + creative
37

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Retargeting: tracking technology
38

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Affiliates: inbound monetization
39

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Social: network effects
40

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Email: timing + relevance
41

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The art of timing
42

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What day is best for sending?
43http://customer.io/blog/timing-week-day-email-sending-schedule.html
Tuesdays—or earlier in the week

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What time is best?
44http://customer.io/blog/timing-week-day-email-sending-schedule.html
Brand Image
Earlier in the day (10a)
Click Actions
Later in the day (7p)