The document discusses various digital marketing channels including social media marketing, paid advertising, email campaigns, mobile strategy, search optimization, and analytics. It provides an overview of key elements of digital marketing like search marketing, paid placement, email marketing, SMS marketing, and social media marketing. The document also presents a case study of how one company improved its online visibility, traffic, and bookings through search engine optimization, paid search campaigns, and other digital marketing efforts over time.

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2. The Evolution of Marketing Channels Courtesy of Exact Target

3. Digital MarketingAn Executive Overview At the IACC-Americas 30th Annual Conference March 23-25, 2011 Part of the BĒM Group Digital Marketing Series Presented by Kim E. Williams @WilliamsKim

4. Overview Social Marketing Paid Advertising Email Campaigns Mobile Strategy Search Optimization Google Analytics Great Website Solid Hosting

5. Elements of Digital Marketing Search Marketing

6. Elements of Digital Marketing Paid Placement

7. Elements of Digital Marketing Email Marketing

9. Mobile friendly design

11. Elements of Digital Marketing

12. Digital gains larger portion of marketing budget Traditional budgets shrink Elements of Digital Marketing

13. Elements of Digital Marketing

14. Barriers to Success Staff lacks knowledge of social marketing(or knows the pieces, but not how they fit together) Staff lacks time “for one more thing” Management lacks understanding of social marketing & appreciation of benefits to bottom line Management has HUGE fear of loosing control Absence overall of a Social Marketing Strategy 3 4 2 1 5

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16. Case Study Graylyn International Conference Center Winston-Salem, NC

17. Case Study Graylyn International Conference Center In 2009, BĒM was contacted by Graylyn International Conference center. Graylyn had their website redesigned the previous calendar year and had been hoping to get some increased lead generation with their new online presence. Lack of results and difficulties getting site maintenance perfomred with their current website designer sent them looking for help. BĒM Group, Inc. conducted a Search Engine Optimization (SEO) report card on the site and recommended aggressive SEO set up and monthly SEO management. Pay per click advertising was also recommended for short term or seasonal programs. BĒM Group, Inc. conducted a SEO key phrase analysis for both SEO and PPC campaigns. Following the analysis, key phrases were selected and initial adjustments were made to the site. Monthly monitoring and continued site adjustments were made from late 2009 through 2010.

18. Case Study 1. SEO Visibility increased across all three tiers 2. Non Branded Traffic increased 3. Organic Traffic Increased Increase, year over year, in conversions with largest increases shown in 2011.

19. Case Study Bookings attributed to Internet increased from 80 in 2009 to 219 in 2010.

20. Case Study Continued increase in organic and non-branded search traffic.

21. Conclusions and Future Direction Increase in search visibility positively impacts lead generation and bookings. Online conversion totals do not tend to reflect the full impact of increased visibility. Tracking offline is critical. Positive results from SEO are long term. Consistent visibility has a cumulative affect. Be patient. Early indicators are that PPC can positively affect SEO/Conversion. Graylyn began and adjusted some Social Media and Email Marketing efforts. Pursuing best practices across these and all Digital Marketing channels will results in continued positive outcome.

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