This document outlines a presentation on digital marketing trends, analytics, and tactics. The presentation covers emerging digital trends like the shift from focusing on customers to users. It also discusses analyzing audience data with Google Analytics, including fundamental metrics and behavioral insights. Finally, it proposes developing tactics to drive engagement and conversion, using frameworks like marketing mixology that blend different channels. The presentation aims to provide an overview of key concepts in digital marketing.

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

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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

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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)
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Audience describes people
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Acquisition describes sources
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Let’s explore a higher-volume site…
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Real-Time Tracking
20

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Behavior describes content
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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

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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…
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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
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Social: network effects
40

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Email: timing + relevance
41

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The art of timing
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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)