Brief overview of different channels from the digital marketing mix and tips how to use them efficiently.

1. Plan > Reach > Convert

2. Who are the people you are targeting?

3. Have a clear understanding of your target audience

4. • behavioral
• demographic
• psychological
what are their job titles?
Develop your customer personas

5. Convert the target group into real people
25-34
3 years of work experience
Interested in postgraduate
education
Millennials: mil-len’ni-als (n.pl.)
Individuals born between the mid
1970s and the late 1990s, who
have grown up during the current
golden age of digital technology

6. Plan > Reach > Convert

7. Banner advertisements perform better when
shown to audiences who’ve already expressed
interest in your product.
Focus on the networks that best position your
organization to reach target audiences.
Online video ads are one of the fastest-
growing ad mediums, far outpacing other
digital formats.

8. Most successful ad positions are
49.38%
27.32%
7.88%
9.28%
1.93%
Content
Heading
Left column
Right column
Ads below the
fold

9. Not everyone needs to be on Facebook
• High engagement.
•Strong performance in
mobile ad network.
• Rich in multimedia.
• Viral traffic driver.
• Consumers critical about ad
targeting and banners.
• Twitter users are masters of
condensing information into
short spaces.
• # for discovering and
participating in new
conversations.
•Ad platform can be limited in
delivering web traffic
•Variety of paid channel
solutions
• Interest-based groups
• Some professionals don’t
consistently use LinkedIn
• Advertising on LinkedIn is
relatively expensive

10. •Strong referral traffic driver.
•Strong skew towards female-
focused demographic.
•Can be a challenging
marketing medium for non-
visual brands.
•Audience of entrepreneurs,
marketers, engineers and
students.
•Intelligent community.
•Promote blog posts.
•Requires dedicated time and
effort.
•Significant referral traffic
driver.
Pick up the right network for you

11. Which platform do you advertise on?

15. In 2015, we will see video-focused
ad campaigns run mainly on the
Facebook News Feed. It seems clear
that mobile-native videos are going
to be the immediate, valuable
future of social media advertising.

16. Promoted Tweets
allows you to highlight a particular
status update to get more exposure
for it
They are offered on a CPE ( Cost per
engagement) basis

17. At the top of search results for particular keywords…
Promoted tweet in search reach highly targeted users but the delivery is limited in
timeline because users have to proactively to search for the keyword

18. 1. Headline
2. Ad copy
3. URL
4. Photo
According to LinkedIn
optimization team, choosing a
photo of woman typically have
the best CTRs

19. Plan > Reach > Convert

20. Strategies

21. The age of multi-screen
 Today 90% of our media consumption occurs in front of a screen. As consumers balance their
time between smartphones, tablets, PCs and televisions, they are learning to use these devices
together to achieve their goals. This multi-screen behavior is quickly becoming the norm, and
understanding it has become an imperative for businesses.

22. Daytime planning

23. • Color schemes
• Headlines
• Landing page copy
• Themes
• Video vs. no video
• Call to action copy
• Images
• Page templates
• Homepage concepts
Performable was able to increase click-throughs 21% by using a red call-to-action button instead of a green one
A/B testing

24. Performable was able to increase click-throughs 21% by using a red call-to-action button instead of a green one
Frequency capping

25. Performable was able to increase click-throughs 21% by using a red call-to-action button instead of a green one
Transform CPM
1 website 4 visits per day 50 impressions 1 user

26. The most important part of your ad is the image. You can write
the most brilliant copy in the world, but if your image doesn’t
catch a user’s eye, you won’t get any clicks.
Don’t use stock photos that looks like stock photos.

27. Rotating ads
After a few days, delete the ads with the lowest CTRs
Each campaign should have at least 3 ads with the same targets.

28. Email marketing has been used for years to keep
in contact and maintain relationships with
customers. Lately, with the increasing use of
smartphones the effectiveness continue to rise.

29. High open rates
TIP #1
Eye catchy subject
Make it:
Short
Catchy
Curiosity provoking
TIP #2
The Trigger
Opening an account
Completing a form

30. High open rates TIP #3
Format for mobile
Keep the design simple
Never go overboard with graphics
TIP #4
Write e-mails for mobile
Get to the point
Place CTA on the top of message body
TIP #5
Make a deal
Include a freebie, content, or deal that
they’ll receive in exchange.
Consumers are asked what they
do if they get an e-mail on
mobile that doesn’t look good

31. Thank you!