Digital marketing tactics will increasingly focus on mobile as mobile users are expected to exceed 5 billion by 2019. New mobile payment methods like Apple Pay provide opportunities for online businesses. Marketers should optimize conversions by acquiring traffic and designing persuasive websites and calls to action. Website loading speed should not be compromised as slow sites lose visitors. The future of digital marketing involves adapting tactics to the growing mobile environment and leveraging new technologies like mobile payments.
Future of Digital Marketing.
Marketers and management should focus on a long-term, integrated/holistic online marketing approach instead of a short-term, direct response driven ROI calculation.
In this presentation we round up important market data about internet usage, online shopping and use of social media in The Netherlands and provide tips for successful online marketing strategies in 2009.
Digital marketing presentation - Overview, myths and factssaranshjain50
This presentation covers the overview of myths and facts about digital marketing. It covers the concept of PPC, ADWORDS, SEO, SEM, AFFILIATE MARKETING, EMAIL MARKETING ETC.
It also covers the trend of digital marketing in 2020 and 2021.
Register on the Best freelancing website
www.freelancemantra.com
Get the best digital marketing services from
www.ainitosh.com
Future of Digital Marketing.
Marketers and management should focus on a long-term, integrated/holistic online marketing approach instead of a short-term, direct response driven ROI calculation.
In this presentation we round up important market data about internet usage, online shopping and use of social media in The Netherlands and provide tips for successful online marketing strategies in 2009.
Digital marketing presentation - Overview, myths and factssaranshjain50
This presentation covers the overview of myths and facts about digital marketing. It covers the concept of PPC, ADWORDS, SEO, SEM, AFFILIATE MARKETING, EMAIL MARKETING ETC.
It also covers the trend of digital marketing in 2020 and 2021.
Register on the Best freelancing website
www.freelancemantra.com
Get the best digital marketing services from
www.ainitosh.com
Is your digital marketing strategy well defined? There's no denying we are firmly in the digital era and nearly every company needs a solid online presence to grow. This webinar is designed for experienced and new marketers starting out in digital marketing. In this slideshare, you will learn how to plan your digital marketing strategies with an overview on: budgeting, planning, channels, lists and segmentation (CRM), tools and tactics.
Digital Marketing is a very important topic in the world of internet. This presentation includes some of the basic things which is useful for a beginner who wants to learn. Do share this presentation and all sort of queries are welcomed.
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
a lot of business owners and marketers in Indonesia haven't not know comprehensively about digital marketing. whereas all the activities of marketing, promotion and branding can be done with a more interactive through digital channels. So this is the introduction that i've made for them. please enjoy.
Did you know that according to the Sensis 2015 social media report, the average Australian owns three internet enabled devices (laptops, smartphones and tablets) and 79% of Australians access the internet daily?
In such a digitally connected world it has become even more important for businesses to understand and leverage digital marketing in order to connect and engage with their customers, supporters and global audience. Skilled digital marketers have become a valuable asset to any business or organisation.
This Introduction to Digital Marketing presentation will provide an overview of the skill areas that are important to becoming successful digital marketers.
You will learn:
1. The core principles of digital marketing.
2. The most popular channels for engaging with an online audience.
3. Examples of good and bad digital marketing practises.
This is intended for complete beginners, and will give you your first step towards learning more about the digital marketing world.
The challenge for retailers is no longer how to lure shoppers online, but how to add value for their existing customer base. Examine critical business functions for online commerce success, as well as best-in-class factors — transpromo, crosschannel campaigns and deep-dive personalization. Learn the “four Cs” of staying alive — conversion, clarity of messaging, channel crossings and cooperative communications with third parties. Also, learn several key software and cycle management tools that incorporate analytics and printed literature.
Presentation for Creative Exchange introduction to digital marketing course including overview of SEO, paid advertising, social media and online content.
Digital Strategy, Consumer Insights & Target AudienceArdian Atmaka
Disclaimer:
This slide is heavily inspired by Bud Caddell’s Digital Strategy 101.
I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...Hugues Rey
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
Is your digital marketing strategy well defined? There's no denying we are firmly in the digital era and nearly every company needs a solid online presence to grow. This webinar is designed for experienced and new marketers starting out in digital marketing. In this slideshare, you will learn how to plan your digital marketing strategies with an overview on: budgeting, planning, channels, lists and segmentation (CRM), tools and tactics.
Digital Marketing is a very important topic in the world of internet. This presentation includes some of the basic things which is useful for a beginner who wants to learn. Do share this presentation and all sort of queries are welcomed.
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
a lot of business owners and marketers in Indonesia haven't not know comprehensively about digital marketing. whereas all the activities of marketing, promotion and branding can be done with a more interactive through digital channels. So this is the introduction that i've made for them. please enjoy.
Did you know that according to the Sensis 2015 social media report, the average Australian owns three internet enabled devices (laptops, smartphones and tablets) and 79% of Australians access the internet daily?
In such a digitally connected world it has become even more important for businesses to understand and leverage digital marketing in order to connect and engage with their customers, supporters and global audience. Skilled digital marketers have become a valuable asset to any business or organisation.
This Introduction to Digital Marketing presentation will provide an overview of the skill areas that are important to becoming successful digital marketers.
You will learn:
1. The core principles of digital marketing.
2. The most popular channels for engaging with an online audience.
3. Examples of good and bad digital marketing practises.
This is intended for complete beginners, and will give you your first step towards learning more about the digital marketing world.
The challenge for retailers is no longer how to lure shoppers online, but how to add value for their existing customer base. Examine critical business functions for online commerce success, as well as best-in-class factors — transpromo, crosschannel campaigns and deep-dive personalization. Learn the “four Cs” of staying alive — conversion, clarity of messaging, channel crossings and cooperative communications with third parties. Also, learn several key software and cycle management tools that incorporate analytics and printed literature.
Presentation for Creative Exchange introduction to digital marketing course including overview of SEO, paid advertising, social media and online content.
Digital Strategy, Consumer Insights & Target AudienceArdian Atmaka
Disclaimer:
This slide is heavily inspired by Bud Caddell’s Digital Strategy 101.
I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...Hugues Rey
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
With the twitch of the internet and explosion of social media, B2B marketing and lead generation has changed intensely in the last few years.
In this case study, we’ve defined what has changed in the recent years and additionally, a few B2B marketing strategies to increase lead generation.
NewsCred's Ultimate Guide to Content Marketing ROIstu.Dio
"You need a process and analytical framework to support your content strategy and tie it to your company’s bottom line. Building your content strategy around your key performance indicators (KPIs) before you dive into content production, will build greater credibility and focus amongst all team members."
Via NewsCred
https://www.pixenite.com/comprehensive-guide-on-digital-marketing/
Any opportunity that can help to connect with the targeted audience is the opportunity to acquire a lead. Digital marketing strategy is all about trial and error and demands patience. But with an effective digital marketing strategy, timely analysis, and reworking on mistakes can help to get the most organic and fruitful results. If you are not sure how to do the right digital marketing for your business, hire a Digital Marketer Ahmedabad for effective results. Book your consultation call today.
How to plan your ideal Digital Marketing strategy?raghbatdm
There Are A Few Key Tricks To Executing The Perfect Digital Marketing Strategy in 2019. Checkout Our Latest Blog & Find Out How Can You Plan Your Ideal Digital Marketing Strategy For 2019
Team Samrat Multiventure was established in 2016 with the main objective to serve their services for Training and Development, Travel & Tourism, Website Development and Digital Marketing. Team Samrat Multiventure is one of the fastest growing ventures in the field of service provider activities. We have a dedicated team of young and energetic individuals who put their heart, soul and mind in their respective fields. Our expert team and excellent work ethics has helped us in becoming favorite of our valuable clients.
Digital marketing formulas That You
The modern shopper marketer faces numerous tasks in their day-to-day, none more daunting than trying to navigate the ever-changing digital media landscape.It's easy for even the most knowledgeable marketer to get bogged down with the endless complexities and subtle nuances of the digital media space. There isn't a simple and easy way for shopper marketers to become digital media experts overnight. However, the truth is that you don't need to be an expert to execute expertly designed digital plans for your shopper marketing campaigns
Help You to get more high potential clients and how we generate 5 figure
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5. What is Digital PR?
• Digital PR is a tactic used by brands to increase their online presence
through building relationships with key content writers and online
journalists to gain ‘press hits’, or citations, and high quality
backlinks.
• Digital PR, when done properly, increases a brand’s reach and
visibility and in turn has a positive effect on search engine
visibility through effective onsite SEO, driving increased referral
traffic.
• Digital PR increases trust and credibility, conversion rates and ROI
and brand equity a concept that’s explained nicely in this PR
Metrics infographic.
6. How to measure the success of Digital PR?
• Effective Digital PR can be measured by annotating the PR hits in Google
Analytics and measuring how much referral traffic has been gained from
those Digital PR hits. By analysing and tracking how well the site’s landing
pages rank for targeted keywords also assists in determining the success of a
brand’s Digital PR strategy.
• Annotate your PR hits in Google Analytics to measure the spikes in referral
traffic metric generated by PR hits. Also take note of increases in organic
search traffic, as the keywords included in your PR pieces are likely to unlock
even more traffic and conversions.
• Use the Google URL Builder to tag your PR campaign links. This allows you to
get a view on bounce rate, conversion data and all other standard Google
Analytics data and metrics.
• Use Open Site Explorer or similar tools (Majestic SEO) to monitor your
website’s backlink profile. Effective Digital PR should result in your site
gaining additional backlinks.
• Use SharedCount to track URL shares, likes, tweets and more, of your press
hits to gauge the success of your hits and content on social media.
8. What makes a good PR hit?
• A good PR hit is a hit within a site that has a high domain authority
and that includes a natural link to the brand’s site with relevant brand
anchor text included. The key to a great PR hit is to make sure that
the reader is directed to something he/ she is expecting to see. How
you pitch your content to online journalists is the key to getting your
message conveyed in the way that you intend it to be received.
• Traditional PR uses high circulation, readership, and viewer ratings to
determine who to approach when selling in content to media houses
and publishers. Even traditional PR’s who claim to ‘do digital’ still use
this this method.
• Digital PR doesn’t exclusively focus on the number of followers on
social media sites and readers before approaching them. It also
focuses on evaluating domain authority and non-paid opportunities
for link citations. The success of Digital PR is, as a result, more
measurable than Traditional PR.
9. How does Digital PR fit into the marketing strategy?
• Digital PR should follow closely with your SEO and digital marketing
strategies for maximum effect.
• Digital PR can strengthen weaker landing pages and increase the site traffic
of slower moving stock – even if it does not directly follow your overall
marketing objective.
• When used with SEO, Digital PR can take advantage of key search term
trends and maximise coverage on what people are already searching for on
the Internet.
10. How to Boost Your Digital Marketing With PR
1 ) Wrapping your head around the symbiosis
• Many people who start businesses are “product” people or “finance”
people and don’t necessarily have marketing backgrounds. If you find the
whole marketing landscape confusing, you’ll likely outsource it without
fully recognizing all the nuances involved in attracting customers and
keeping them happy.
Say you have $10,000 -- which function should you invest in? If you have to
ask that question, you may not yet realize that they are not
interchangeable.
The answer is both; it’s the combination of PR and marketing that drives
growth. And, yes, both are possible to do, even on a limited budget.
11. 2 ) Make sure the right hand knows what the left is doing.
• The biggest hurdle to overcome is that sometimes one agency believes that the
other is taking money out of its pocket: If you didn’t spend so much on digital,
you’d spend more on PR, and vice versa.
• To beat this obstacle, hire agencies that are willing to cooperate and
communicate openly with each other. Right now, almost 60 percent of CMOs do
not believe social media is linked closely enough with their organization’s
marketing strategies. To avoid that issue, appoint someone either within your
business or at an agency to make sure the digital team leverages the PR team’s
efforts.
• Here's a related story: Our client goTenna created an antenna that connects two
cellphones through Bluetooth, allowing communication even if there’s no
service. Originally, that connection was pitched as an outdoor camping
accessory, but when Fox News spun it as being potentially useful for a terrorist
attack, we knew we had to turn that press mention into an asset.
• That's how we came to upload a video of the Fox News broadcast to Facebook
and run ads targeting similar like-minded people. Doomsday preppers and other
people worried about Armageddon shared it widely, and we saw one of our
most successful holiday ad campaigns, thanks to one piece of PR.
12. 3 ) Leverage PR in your digital marketing.
• This is a must. When you’re analyzing ROI, you have to think of both in
conjunction, not in a vacuum. But remember: Some of the best-performing
advertising comes from leveraging PR. If you run Facebook ads using an article
from PR and see a high return, for example, that benefit does not occur
entirely thanks to Facebook.
• American Giant has mastered leveraging PR, starting with an
article Slate published just 10 months after the company launched. The article
proclaimed one of the company's products to be “the greatest hoodie ever
made.” Wisely, American Giant ran with it. Using that article and others, the
brand centered all its marketing efforts on PR. From ads to customer emails, it
utilized great press to build credibility; and reports suggested that its revenue
skyrocketed to tens of millions of dollars.
• Having your digital team boost a positive piece of press -- not the
way Facebook boosts posts, but by actually putting money behind it and using
it as an advertising asset -- can create incredible momentum.
13. 4 ) "Have patience, Grasshopper."
• I know: That’s not what you want to hear. But PR and marketing aren’t
silver bullets. Both efforts require a long-term commitment. They’ll mature
over time but should be seen as augmenting current initiatives in the early
days.
• As ESSE PR principal Jessica Engholm explained it, “When all is said and
done, the value of PR is in the name. It is the practice of building a
relationship with your public audiences. Brand attachment begets a more
inclined customer, creating predisposed buyers from which your marketing
efforts can then benefit.”
• An example? Ethical fashion retailer Zady understands the long-term
commitment required for an effective PR and digital marketing strategy.
After a year of preparation, it launched a project called “The New
Standard,” a platform providing information to consumers and the global
community about the negative effects that certain practices in the apparel
industry have on people and the environment.
14.
15.
16. How To Measure ROI For Your Digital Marketing Campaign
• The marketing department is increasingly being asked what the return on
investment (ROI) is from their digital marketing campaign. How do you
report that the digital marketing campaign is working, what the return on
investment (ROI) is.
• To understand what the ROI is, we need to understand what the goals or
aims of the company are, what they wish to get from a digital marketing
campaign and then measure these goals. For this we need to look at the
Key Performance Indicators (KPIs) and the goals for each one.
Here are some types of key performance indicators:
1. General Performance - Traffic, leads, Reach
2. Channel Based - Website, blog, social networks, search engines
3. Source based performance - Direct traffic, Organic search, referrals,
email, PPC
4. Campaign based performance - Lead generation, click throughs,
conversions, conversion rates
5. Setting realistic and measurable goals
17. • Once you are agreed on the KPIs, the next stage is to measure these,
• what style of report and how these are presented.
• It may be necessary to change the KPIs over time and thus the goals too.
• The report can simply be an excel spreadsheet with incoming enquiries
that result in sales hence collaboration between the sales department and
marketing is a clear indicator here.
• There are methods by which a digital marketing campaign can present
bespoke telephone numbers to independent IP addresses, so that calls
can be monitored, which backs up the results produced from a campaign
to support the return on investment report.
18. Methods a digital marketing campaign
• Monitor Your Goals
• It is important to measure your goals on a frequent basis, for instance website traffic could be
on a daily or weekly basis, not on a monthly basis as this tends to draw a straight line graph in
Google Analytics. You will need to see what causes fluctuations in your visitor numbers, why
are your conversion goals different - is it due to a national holiday, are Mondays notoriously
busy, or quiet; are Fridays the same?
• By monitoring your KPIs and results, we can manipulate your campaign to make changes to
these.
• Gather Data
• Data gathering requires interactions from your sales managers, inbound leads identified,
outgoing leads identified and recorded. What is an outgoing lead - is this one from your sales
people, cold calling prospects? Inbound from social media and website contact?
• Reporting On The Performance
• Reporting on such targets and goals, KPIs and information should be as often as possible,
monthly is ideal, to track an ongoing campaign, to make changes each month increase in
targeting goals that are working and manipulate those that are achieving less.
• Calculate Your ROI
• By calculating your spend on digital marketing and the sales increased, can you determine
whether your digital marketing campaign was successful.
19. Case Study On Return On Investment For A Digital Marketing Campaign
• If you are presenting data that only includes the amount of visitors to your website, amount of click
throughs to the site and visitors from social media, you are missing out on the bigger picture. Are
these visitors the right ones? For instance, we took on a client that had 10,000 visitors to their website
every month, from their blog. Great eh? Their old digital marketing company presented reports on this
and both the agency and client were happy. But is being happy a good ROI?
• In this case the company were sales consultants, offering cold calling, appointment setting and similar
services and their blogs were about HOW to make cold call sales. The visitors to their blog and website
were being taught how to do the service that they were trying to offer. So, the visitors were mainly
sales people or sales trainees that were getting high quality lessons on how they can do their job, they
were not qualified visitors that were going to BUY their services.
• We changed the way the blogs were written and directed the blogs to qualified visitors that wanted to
buy their services. Visitor numbers dropped but their enquiries and leads grew. This was a direct result
from the content marketing, blogs, social media promotion of content and directed to those actually
looking for their services and the enquiries from the call to action (CTA) on the blogs. By using Google
Analytics, we added conversions to the page after the enquiry form was completed. By measuring
these we knew that the conversions increased.
• Their return on investment grew.
• The key performance indicators here were:
• Conversions - we measured the amount of visitors completing an enquiry form.
• Leads - Enquiry forms.
• Conclusion on measuring your return on investment from a digital marketing campaign
• Set your aims, your goals to achieve your key performance indicators, measure and test
these so that your goals are met; then you can report on them.
20.
21. Best Digital Marketing Metrics to Evaluate Traffic Generation: Clicks, CTR, CPC, and Traffic
Source.
Whether launching branding, or performance-based campaigns, the ultimate goal for
markers is to generate traffic on the sites (landing pages) and eventually turn their
audiences to potential customers. To measure effectiveness of different campaigns, there
are several important metrics that marketers should look into.
1. Clicks: The number of clicks indicates the traffic generated from campaigns. To be
mentioned, due to the different tracking methods, the clicks recorded on the ad server
are usually not equal to the visits/ page views on Google Analytics.
2. CTR (Click Through Rate): CTR measures how many viewers actually clicked on the ads.
High CTR indicates high relevance between the ad creative/landing page with targeted
audiences, also shows the efficiency of the different channels in terms of generating
clicks/ traffic.
3. CPC (Cost Per Click): CPC shows the average cost to bring a click for marketers. Although
it seems good for marketer to have a low CPC level, it actually depends since clickers
(for example teenagers) are not always those who convert. Marketers should clarify
their main campaign goals first to decide which metrics are more relevant to look at.
4. Traffic Source: When marketers launch different campaigns (search, display, retargeting,
mobile, etc.), it is important to know the traffic source, i.e. keywords/sites that brought
it. This could provide information and allow marketers to decide the allocation of
marketing budget strategically.
22. Best Digital Marketing Metrics to Evaluate Lead Generation: Conversion Rate, CPA/CPL,
Bounce Rate, and Rate of Returning Visitors.
Instead of tracking the above traffic generation metrics solely, many advertisers nowadays
become performance-driven and put lead generation as the first priority to judge the success
of a campaign. Here are some key metrics to help marketers evaluate lead generation.
1. Conversion Rate: Conversion rate can define your online marketing success no matter if
the goal is to convert visitors to sales or gather key information of potential clients (for
example, sign-up, etc.).
2. CPA/CPL (Cost per Acquisition/ Lead): CPA/CPL defines the cost to generate a new lead,
which gives marketers information on how profitable the campaign is to decide if they
want to continue or not.
3. Bounce Rate: Bounce rate represents the percentage of visitors who enter the site and
leave rather than continue browsing other pages. First, marketers can use bounce rate to
measures the attractiveness of the contents in motivating visitors to continue their visit.
Those visitors who “bounce” immediately should find the content of marketers’
sites/landing pages irrelevant to their needs. Therefore, marketers can also use bounce
rate to evaluate the quality of traffics brought by their campaigns to the landing pages and
see if those are relevant audiences. High bounce rate indicates campaigns or landing
pages that need to be stopped or improved.
4. Rate of Returning Visitors: Rate of returning visitors gives marketers insights on visitor
loyalty and how marketers can improve and make these audiences who are not converted
yet to finally take actions.
23. Best Digital Marketing Metrics to Evaluate Revenue: ROI, Customer
Acquisition Cost (CAC)
Almost all advertisers evaluate the revenues and analyse if they benefit or
make losses from their campaigns. Among plenty of metrics, ROI and
Customer Acquisition Cost are quite useful for marketers to analyse.
1. ROI (Return on Investment): ROI is the most popular metric among
professionals to evaluate the campaign performance. Comparing ROIs for
different campaigns can help marketers to identify which
campaigns/channels are driving sales and revenues.
2. CAC (Customer Acquisition Cost): Customer Acquisition Cost (CAC) equals
the total advertising costs divided by how many new customers generated
from the campaign. This identifies the net cost to acquire an
additional customer. Comparing this metric with average revenue
generated by a customer could reveal if it is worth to continue the
campaign or not.
24.
25. 1) The future is in mobile
• Cisco anticipates mobile users to exceed 5 billion by 2019, and the fact that young Americans
spend more than 90 hours a month on mobile, according to ComScore, the advantages of going
mobile are huge to say the least.
• Mobile marketing is expected to account for a major share of online traffic in the coming years,
and businesses that are slow to implement their mobile marketing efforts have everything to
lose.
• Essentially, all digital marketing channels are anticipated to go mobile, from mobile search engine
optimization and mobile-friendly websites to enterprise mobile applications and mobile
conversions.
• Businesses, therefore, need to redirect their marketing efforts towards leveraging mobile
technology to the fullest extent to accommodate the growing mobile online traffic.
2) New payment methods are the next thing
• With mobile payment methods such as Apple Pay and Google Wallet all the rage, there are plenty
of opportunities that online businesses can benefit from. Online payment transactions came
under immense scrutiny following numerous cases of credit card fraud and misleading websites.
However, through these payment systems, businesses can once again market their products and
services with restored confidence and commitment.
• Safer payment methods will encourage many to use the mobile platform to purchase their
favourite brands of goods and items. In addition, the nationwide adoption of the EMV standard
will give new hope to countless traders as a result of substantial financial fraud.
26. 3) Focus on conversion optimization
• Marketers cannot hope to increase their sales revenues without customer acquisition. So why not
include customer conversion rate optimization as part of the budget?
• Conversion rate optimization refers to the method of acquiring the highest online traffic possible to
a website for the purpose of converting them to customers. It constitutes an understanding of
website functionality and more persuasive landing pages and call-to-action statements that can
capture the attention of their online visitors. The benefit is that it ends up being more cost effective
than other methods such as ad placements.
4) Never compromise on website loading speed
• Following from the previous point, a website that slowly loads its pages will put off visitors and
cause them to a rival’s website. According to a study by Radware, two out of every five online
visitors will abandon browsing a webpage if it takes more than three seconds to load.
• Marketers in turn need to make sure that web designers do not add too many features on their
website which may make the browsing experience suffer. Doing so can result in many lost customers
and therefore significant lost revenues.
5) Looking past Google is long overdue
• It is high time marketers stopped depending on Google for acting as the focal point of all their
digital marketing efforts and expectations. There are numerous effective avenues to attract the
online crowd to your business, and Google is just one of them.
• Putting all your marketing eggs in the Google basket is placing too many hopes for your plans to
come to fruition. Instead, marketers need to concentrate on more direct digital marketing
platforms.
27. 6) There is still use in PPC
• PPC is long gone; but that is only if we are referring to the traditional PPC model. It is fairer to say
that PPC has taken on different guises. Organic video ads, for instance, are becoming more
popular, and marketers need to focus on such means to be a step ahead in the marketing game.
7) Content is king
• It is very common to find marketers utilizing content marketing through the use of blogs, articles,
and press releases to showcase their brand presence and gather more support and loyalty from
their target audiences. Despite the concerns of content marketing suffering from poor strategy,
content is still king in the world of marketing, now more than ever.
• To effectively utilize content, businesses need to focus less on quantity of their content marketing
efforts and more on quality. This means tailoring content exclusively to the interests and
preferences of their target audiences. This will help target customers more efficiently and enable
the business to grow manifold.
8) Fortify marketing with marketing automation
• Digital marketing has taken multiple routes, which is why it can be very difficult for businesses to
keep track of multiple channels and assess its performance on a continuous basis. This is why it is
crucial that marketers benefit from a coordinated digital marketing strategy through the use of a
marketing automation system. Essentially, a marketing automation system allows a business to
synchronize all digital marketing efforts under one roof, making campaign execution as simple as a
touch of the button.
• Whether you want to conduct marketing activities through e-mail, social media, business website,
or search engine websites, marketing automation is nothing but a necessity.
28. 9) Email lists are gold
• The adage ‘old is gold’ rarely applies in the business world. But, if there is one
that aptly fits the description, it is email. While it may be conventional, e-mail
provides marketers the advantage of segmenting its customers through e-mail
lists through which e-mail marketing campaigns can be conducted with greater
effectiveness.
• E-mail is also incredibly easy-to-use and is a great means of two-way
communication that can be pivotal in maintaining long-term relationships with
customers, and for being an excellent source of generating customer leads.
10) Harness data with data analytics
• Data is growing at a phenomenal rate, considering the multitudes of applications
of big data and cloud computing networks. In lieu of this, making use of data
analytics tool can help your leverage useful customer insights for refocusing and
readjusting your marketing efforts, as well as providing you fresh new business
opportunities.
• Businesses need to hire exceptional talent that can enable them to harness data
to its fullest potential and invest in business intelligence solutions such as data
mining and data warehousing.