The document provides tips for ensuring a website adds value to a business. It discusses the importance of understanding target audiences, having clear goals and strategies for reach, conversion, and retention. It also offers tactics for content, usability, branding, SEO, and social media optimization to help websites perform effectively. The presentation was given by Jeremy Anderson of digital marketing agency Obergine.
Begbroke transfer - making the most of your websiteObergine
The presentation outlines a best practice principles for website creation - considering overall strategy - and the tactical areas of goal setting, content creation, usability, branding, search engine optimisation (SEO) and social media optimisation (SMO). The presentation includes easy to follow practical tips for all businesses.
This document provides an overview of search engine optimization (SEO) strategies. It notes that 92% of all search clicks are from natural, non-paid search results. The document discusses the importance of optimizing content, site architecture, external links, and performance metrics to improve natural search rankings. It emphasizes focusing on relevant keywords, organizing content and internal links well, and obtaining a critical mass of external links from high-quality domains. The document also stresses measuring SEO success through metrics like traffic, bookings, ROI, and share of search over time to continually improve performance.
nextNY Online Marketing School - SEM PresentationnextNY
The document provides an overview of search engine marketing and pay-per-click (PPC) advertising. It discusses key benefits of PPC including large targeted traffic, easy measurement of ROI, and cost effectiveness. Challenges include slow adoption, complexity, and time requirements. The document outlines best practices for successful PPC campaigns including defining goals, keywords, budgets/bidding, and tracking. It also discusses the importance of factors like geography, time of day, negative keywords, and quality scores. Automation and third-party tools can help address challenges for small/medium businesses.
The document discusses strategies for generating franchise sales through a regional web presence. It recommends developing a custom multi-channel strategy to build regional awareness, generate quality leads, and enhance online reputation. The strategy involves determining the right online marketing allocation and delivering a fully managed service. Key elements include developing regional and competitive analyses, building regional websites, employing search engine, social media, content and email marketing strategies, and defining lead capture and nurturing processes. Specific services discussed are ReachRemarketing to re-engage website visitors, LiveChat to proactively engage visitors, and TotalTrack to measure advertising performance.
This document provides an overview of online marketing strategies including search marketing, social media marketing, email marketing, and analytics. It discusses setting goals for digital campaigns, optimizing websites for search engines, managing paid search campaigns, engaging audiences on social networks, designing effective email promotions, and measuring campaign performance through analytics. The document also lists related services such as creative design, application development, online marketing support, and localization.
Buen estudio de Comscore que denota varias cosas interesantes
1. los clicks tiended a bajar ( creo que es por la saturación online por lo que ya no pueden ser el único parametro de medición SLIDE 30
2. La ley de 80/20 aplica a los clicks ( tambien afirma esto Tacoda & Starcom ( http://tinyurl.com/tacoda-starcom )
3. Las campañas solo search o solo display no funcionan como la mezcla de ambas
4. Argumentos de como Search genera ventas SLIDE 42
Online marketing involves promoting products or services over the internet. It includes both organic methods, such as search engine optimization (SEO), and paid methods like pay-per-click advertising. Social media marketing is also a key part of online marketing, allowing businesses to engage with customers on platforms like Facebook, Twitter, and YouTube. Tracking conversion rates and analytics is easier for online marketing compared to traditional offline marketing.
Begbroke transfer - making the most of your websiteObergine
The presentation outlines a best practice principles for website creation - considering overall strategy - and the tactical areas of goal setting, content creation, usability, branding, search engine optimisation (SEO) and social media optimisation (SMO). The presentation includes easy to follow practical tips for all businesses.
This document provides an overview of search engine optimization (SEO) strategies. It notes that 92% of all search clicks are from natural, non-paid search results. The document discusses the importance of optimizing content, site architecture, external links, and performance metrics to improve natural search rankings. It emphasizes focusing on relevant keywords, organizing content and internal links well, and obtaining a critical mass of external links from high-quality domains. The document also stresses measuring SEO success through metrics like traffic, bookings, ROI, and share of search over time to continually improve performance.
nextNY Online Marketing School - SEM PresentationnextNY
The document provides an overview of search engine marketing and pay-per-click (PPC) advertising. It discusses key benefits of PPC including large targeted traffic, easy measurement of ROI, and cost effectiveness. Challenges include slow adoption, complexity, and time requirements. The document outlines best practices for successful PPC campaigns including defining goals, keywords, budgets/bidding, and tracking. It also discusses the importance of factors like geography, time of day, negative keywords, and quality scores. Automation and third-party tools can help address challenges for small/medium businesses.
The document discusses strategies for generating franchise sales through a regional web presence. It recommends developing a custom multi-channel strategy to build regional awareness, generate quality leads, and enhance online reputation. The strategy involves determining the right online marketing allocation and delivering a fully managed service. Key elements include developing regional and competitive analyses, building regional websites, employing search engine, social media, content and email marketing strategies, and defining lead capture and nurturing processes. Specific services discussed are ReachRemarketing to re-engage website visitors, LiveChat to proactively engage visitors, and TotalTrack to measure advertising performance.
This document provides an overview of online marketing strategies including search marketing, social media marketing, email marketing, and analytics. It discusses setting goals for digital campaigns, optimizing websites for search engines, managing paid search campaigns, engaging audiences on social networks, designing effective email promotions, and measuring campaign performance through analytics. The document also lists related services such as creative design, application development, online marketing support, and localization.
Buen estudio de Comscore que denota varias cosas interesantes
1. los clicks tiended a bajar ( creo que es por la saturación online por lo que ya no pueden ser el único parametro de medición SLIDE 30
2. La ley de 80/20 aplica a los clicks ( tambien afirma esto Tacoda & Starcom ( http://tinyurl.com/tacoda-starcom )
3. Las campañas solo search o solo display no funcionan como la mezcla de ambas
4. Argumentos de como Search genera ventas SLIDE 42
Online marketing involves promoting products or services over the internet. It includes both organic methods, such as search engine optimization (SEO), and paid methods like pay-per-click advertising. Social media marketing is also a key part of online marketing, allowing businesses to engage with customers on platforms like Facebook, Twitter, and YouTube. Tracking conversion rates and analytics is easier for online marketing compared to traditional offline marketing.
The document contains several case studies highlighting how Zeta Interactive has helped technology companies drive measurable results through their digital marketing strategies. The case studies describe how Zeta helped HP increase sales through optimized websites and celebrity endorsements. They also discuss how Zeta helped Sony and TurboTax improve search engine results and conversions through search engine marketing and landing page optimizations.
How to FUEL Marketing Effectiveness from Lead Generation to Sales ConversionReadyTalk
Learn how to set the stage for marketing success and the FUEL that powers B2B marketing from lead generation to sales conversion. Also find out how to build a foundation for lead generation and nurturing programs, create superior content and learn effective lead generation tactics and strategies.
The document discusses a presentation by Ken Pearl, CEO of Advertiser Perceptions, about advertisers' perceptions and optimism regarding digital video advertising. It provides data from studies on advertisers showing increasing optimism and migration from TV to digital video advertising, with most categories being optimistic about increasing their digital video ad spending in the next year. The presentation also covers topics like decision drivers, and advertiser preferences around format, pricing, and length for digital video ads.
How Webinars Can Fit into Your Content MarketingReadyTalk
In this webinar, experts will discuss webinar-related case studies from their team of reporters, along with an inside look at their own webinar efforts.
Their philosophy is to provide value to an audience (not push a product to prospective customers) with every webinar they conduct. Join us on May 31st, and hold them to that promise. Specifically, they'll discuss the three crucial phases of a webinar, with the goal of giving you (at the very least) one solid takeway to improve your own efforts:
Before: Developing webinar content and pre-event promotions
During: Managing the event in real-time and providing value to the audience
After: Reusing content and getting feedback
The document discusses B2B online marketing strategies including lead generation, search engine marketing, marketing automation, and thought leadership marketing. It proposes using search engine optimization, paid search campaigns, and marketing automation tools like ActiveConversion to generate and score leads. Content marketing tactics like case studies, webinars, and blogging are suggested to establish credibility and thought leadership. The document provides an example customer and pricing details for a two-phase online marketing approach focused first on lead generation and later on thought leadership development.
This document summarizes PRWeek's job recruitment services which allow companies to interact with and target jobseekers through various online and print channels. These include PRWeek's jobs board and social media platforms which have large audiences of PR professionals, as well as PRWeek Magazine which is read by over 9,000 CIPR members. The services provide options for communicating job information, promoting employer brands, and accessing passive and active candidates through content marketing. Companies can choose flexible packages suited to their needs and budget to help save time and money while achieving an efficient response and staying ahead of competition in recruiting top talent.
Keyword Intelligence - Socialize West 2011Ron Jones
This presentation was given at the Socialize West 2011 conference in San Francisco. It covers the basics of keyword research principles and strategies but also explores keyword tools / techniques for use with social media.
It provides links to mainstream keyword research tools as well as social media related keyword tools and how to use them.
Much of the content came from a book that has recently been authored by Ron Jones and published by Wiley Publishing called - Keyword Intelligence: Keyword Research for Search, Social and Beyond.
thinkLA Search 101: adCenter Best PracticesthinkLA
In this introductory course, industry experts and leading publishers will provide valuable tips and guidance on managing search campaigns and maximizing performance.
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
This document provides an overview of a company that offers various digital marketing and advertising services. Some of its key services include web design, search engine optimization, pay-per-click advertising, social media marketing, conversion optimization, and analytics. The company has offices in North America, Europe, and the Middle East to serve clients globally. It aims to help businesses attract new customers, engage with customers, and retain customers through innovative online strategies.
Our bench strength provides 360 channel planning including strategy, search, digital media, and performance analytics. We are a partner that helps track the customer journey and optimize conversion from media to sales using metrics. Our success examples include growing Nike online sales 66% in 6 months, Dell online sales 56% year-over-year, and SAP Korea's monthly database gathering by 550% through SEM focused campaigns.
J2X Media is a full-service digital marketing agency that provides data-driven, creative marketing solutions to engage customers and drive business objectives. They utilize research, content creation, and strategic campaign execution across online and social media channels to acquire new customers, increase brand awareness and engagement, and generate leads and sales. Their comprehensive approach includes assessing client needs, crafting customized programs, executing campaigns, and analyzing results to continually refine marketing strategies.
FrenchWeb - Google - Atelier Marketing : Search MarketingFrenchWeb.fr
This document discusses innovations in search advertising formats that can improve effectiveness, including new automated and multi-platform formats. It highlights how queries are becoming more complex and unique, occurring across multiple devices. New formats like dynamic search ads and product listing ads allow automated generation of ads to better match queries and inventory. These innovations provide fuller coverage of searches and inventory with more relevant ads.
This document discusses the benefits of advanced keyword modeling. It provides examples of companies that saw increased revenue through better keyword targeting and optimization. These include a large electronics retailer finding traffic for end-of-life products, a UK travel site matching keywords to top ranking pages, and an ecommerce site optimizing paid and organic performance. The document discusses how keyword modeling can help understand searcher needs and intent to identify new products/services, influence content, and optimize paid search and SEO. It provides examples of keyword segmentation, mapping keywords to actions and pages to improve performance. Overall, the document promotes the business value of advanced keyword research and modeling techniques.
This webinar provided 10 tips for outsmarting PPC competition in 2013. The tips included being well-organized in ad testing, using bid management and reporting tools, learning how to use scripts and macros, utilizing third-party retargeting, analyzing data to find optimal ad positions, focusing on quality score, using creative ad extensions, testing different creative styles, maintaining an active PPC lifestyle, and comparing your account's performance to competitors. The webinar concluded with a question and answer session and offers of free assessments for attendees' PPC accounts.
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
The document discusses how B2B marketers now face an "always addressable customer" who is online and reachable through various digital channels. It notes that marketing dollars are shifting online to follow customers. To be effective, B2B marketers must optimize their efforts across all customer touchpoints and develop a coordinated brand ecosystem. Better measurement of efforts across channels is also needed to understand customer journeys. The summary focuses on the key challenges of reaching today's digital customer and the need for alignment, coordination and measurement across marketing efforts and channels.
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
Geary LSF University Presents: Paid Media DisciplineKatie Fellenz
The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.
El documento presenta los registros académicos de 23 estudiantes de la Escuela Telesecundaria "Teodoro Álvarez Bustamante", incluyendo sus calificaciones en varias asignaturas a lo largo de 5 semestres y su promedio final. Para cada estudiante se lista su nombre, número de control, asignaturas cursadas y calificaciones obtenidas.
The document contains several case studies highlighting how Zeta Interactive has helped technology companies drive measurable results through their digital marketing strategies. The case studies describe how Zeta helped HP increase sales through optimized websites and celebrity endorsements. They also discuss how Zeta helped Sony and TurboTax improve search engine results and conversions through search engine marketing and landing page optimizations.
How to FUEL Marketing Effectiveness from Lead Generation to Sales ConversionReadyTalk
Learn how to set the stage for marketing success and the FUEL that powers B2B marketing from lead generation to sales conversion. Also find out how to build a foundation for lead generation and nurturing programs, create superior content and learn effective lead generation tactics and strategies.
The document discusses a presentation by Ken Pearl, CEO of Advertiser Perceptions, about advertisers' perceptions and optimism regarding digital video advertising. It provides data from studies on advertisers showing increasing optimism and migration from TV to digital video advertising, with most categories being optimistic about increasing their digital video ad spending in the next year. The presentation also covers topics like decision drivers, and advertiser preferences around format, pricing, and length for digital video ads.
How Webinars Can Fit into Your Content MarketingReadyTalk
In this webinar, experts will discuss webinar-related case studies from their team of reporters, along with an inside look at their own webinar efforts.
Their philosophy is to provide value to an audience (not push a product to prospective customers) with every webinar they conduct. Join us on May 31st, and hold them to that promise. Specifically, they'll discuss the three crucial phases of a webinar, with the goal of giving you (at the very least) one solid takeway to improve your own efforts:
Before: Developing webinar content and pre-event promotions
During: Managing the event in real-time and providing value to the audience
After: Reusing content and getting feedback
The document discusses B2B online marketing strategies including lead generation, search engine marketing, marketing automation, and thought leadership marketing. It proposes using search engine optimization, paid search campaigns, and marketing automation tools like ActiveConversion to generate and score leads. Content marketing tactics like case studies, webinars, and blogging are suggested to establish credibility and thought leadership. The document provides an example customer and pricing details for a two-phase online marketing approach focused first on lead generation and later on thought leadership development.
This document summarizes PRWeek's job recruitment services which allow companies to interact with and target jobseekers through various online and print channels. These include PRWeek's jobs board and social media platforms which have large audiences of PR professionals, as well as PRWeek Magazine which is read by over 9,000 CIPR members. The services provide options for communicating job information, promoting employer brands, and accessing passive and active candidates through content marketing. Companies can choose flexible packages suited to their needs and budget to help save time and money while achieving an efficient response and staying ahead of competition in recruiting top talent.
Keyword Intelligence - Socialize West 2011Ron Jones
This presentation was given at the Socialize West 2011 conference in San Francisco. It covers the basics of keyword research principles and strategies but also explores keyword tools / techniques for use with social media.
It provides links to mainstream keyword research tools as well as social media related keyword tools and how to use them.
Much of the content came from a book that has recently been authored by Ron Jones and published by Wiley Publishing called - Keyword Intelligence: Keyword Research for Search, Social and Beyond.
thinkLA Search 101: adCenter Best PracticesthinkLA
In this introductory course, industry experts and leading publishers will provide valuable tips and guidance on managing search campaigns and maximizing performance.
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
This document provides an overview of a company that offers various digital marketing and advertising services. Some of its key services include web design, search engine optimization, pay-per-click advertising, social media marketing, conversion optimization, and analytics. The company has offices in North America, Europe, and the Middle East to serve clients globally. It aims to help businesses attract new customers, engage with customers, and retain customers through innovative online strategies.
Our bench strength provides 360 channel planning including strategy, search, digital media, and performance analytics. We are a partner that helps track the customer journey and optimize conversion from media to sales using metrics. Our success examples include growing Nike online sales 66% in 6 months, Dell online sales 56% year-over-year, and SAP Korea's monthly database gathering by 550% through SEM focused campaigns.
J2X Media is a full-service digital marketing agency that provides data-driven, creative marketing solutions to engage customers and drive business objectives. They utilize research, content creation, and strategic campaign execution across online and social media channels to acquire new customers, increase brand awareness and engagement, and generate leads and sales. Their comprehensive approach includes assessing client needs, crafting customized programs, executing campaigns, and analyzing results to continually refine marketing strategies.
FrenchWeb - Google - Atelier Marketing : Search MarketingFrenchWeb.fr
This document discusses innovations in search advertising formats that can improve effectiveness, including new automated and multi-platform formats. It highlights how queries are becoming more complex and unique, occurring across multiple devices. New formats like dynamic search ads and product listing ads allow automated generation of ads to better match queries and inventory. These innovations provide fuller coverage of searches and inventory with more relevant ads.
This document discusses the benefits of advanced keyword modeling. It provides examples of companies that saw increased revenue through better keyword targeting and optimization. These include a large electronics retailer finding traffic for end-of-life products, a UK travel site matching keywords to top ranking pages, and an ecommerce site optimizing paid and organic performance. The document discusses how keyword modeling can help understand searcher needs and intent to identify new products/services, influence content, and optimize paid search and SEO. It provides examples of keyword segmentation, mapping keywords to actions and pages to improve performance. Overall, the document promotes the business value of advanced keyword research and modeling techniques.
This webinar provided 10 tips for outsmarting PPC competition in 2013. The tips included being well-organized in ad testing, using bid management and reporting tools, learning how to use scripts and macros, utilizing third-party retargeting, analyzing data to find optimal ad positions, focusing on quality score, using creative ad extensions, testing different creative styles, maintaining an active PPC lifestyle, and comparing your account's performance to competitors. The webinar concluded with a question and answer session and offers of free assessments for attendees' PPC accounts.
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
The document discusses how B2B marketers now face an "always addressable customer" who is online and reachable through various digital channels. It notes that marketing dollars are shifting online to follow customers. To be effective, B2B marketers must optimize their efforts across all customer touchpoints and develop a coordinated brand ecosystem. Better measurement of efforts across channels is also needed to understand customer journeys. The summary focuses on the key challenges of reaching today's digital customer and the need for alignment, coordination and measurement across marketing efforts and channels.
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
Geary LSF University Presents: Paid Media DisciplineKatie Fellenz
The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.
El documento presenta los registros académicos de 23 estudiantes de la Escuela Telesecundaria "Teodoro Álvarez Bustamante", incluyendo sus calificaciones en varias asignaturas a lo largo de 5 semestres y su promedio final. Para cada estudiante se lista su nombre, número de control, asignaturas cursadas y calificaciones obtenidas.
Este documento presenta las evidencias de varias actividades realizadas por los estudiantes del tercer año del grupo C de la Escuela Telesecundaria "Teodoro Álvarez Bustamante" durante el curso escolar 2013-2014. Incluye resúmenes de proyectos sobre movimientos literarios, debates ambientales, experimentos de ciencias, autobiografías, análisis de la novela Drácula y más. El profesor José Angel Silva Castillo documentó las diversas actividades académicas y proyectos del grupo a lo largo del curso.
This text message asks if the recipient is busy and provides links to a wine blog, nail art website, animated gifs, and a wedding website suggesting the sender is sharing fun content with a friend and checking in.
Miguel Hernandez was born in Mexico City in the 1500s and moved to Queretaro where he started his own freight business using mules after working as a muleteer. By 1604, he owned over 20 mules, a house worth 500 pesos, and a black slave, having become a respected Master of Mule Trains through hauling wool and other goods between markets. When Miguel died suddenly in 1604, his successful freight business was passed down to his four children.
The document discusses three important dates celebrated in Mexican history - September 13th for the "Niños Héroes" who fought in the Battle of Chapultepec Castle in 1846, September 16th for Mexican Independence Day marking the "Grito de Dolores" uprising in 1810, and November 20th for the anniversary of the start of the Mexican Revolution in 1910.
The document discusses Wisdom Circles, which are frameworks for personal and social development for youth. Wisdom Circles focus on social-emotional learning through arts-based and inquiry-based methods. They utilize universal symbols and stories from different cultures to teach concepts related to character growth. Wisdom Circles are facilitated to honor inner and outer wisdom through listening skills and storytelling in a way that builds community.
This document contains screenshots and photos from the production of a digipak and booklet for a music release. It includes 4 screenshots from the production process and photos of the final outside and inside of the digipak and booklet. The screenshots and photos provide a visual overview of the design and production elements for the music packaging.
El documento presenta los resultados académicos de 21 alumnos de la Escuela Telesecundaria "Teodoro Alvarez Bustamante". Se incluyen los promedios obtenidos por cada alumno en las diferentes asignaturas y semestres, así como el promedio final y la cantidad de inasistencias.
The H1N1 virus is a very strong flu that has killed people; scientists are currently working on developing a vaccine for the H1N1 virus in hopes of ending the pandemic soon.
Βιβλιοθήκες και Κοινωνικά Δίκτυα - Facebook & TwitterLevadia Library
Workshop at the event "Web 2.0 and Beyond for Libraries", December 10, 2010 - Thessaloniki, Bissell Library
Written by Katerina Kerasta (stuff at Levadia Central Public Library)
http://web2.homodigital.com/
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses how fear is commercialized and consumed in media for profit, and how this impacts perceptions and the classroom. It questions whether the marketing of fear contributes to stereotypes and if commercializing suffering is just for profit. It also discusses how different news stations with political affiliations can impact education, and the teacher's role in public, private or charter schools. It raises concerns about romanticizing leadership and reducing citizen power, asking if culture accepts autocratic leaders and if schools should. It provides talking points on these issues.
How to Turn Your Website into a Demand Generation MachineMarqui CMS
This presentation discusses how to leverage a website for demand generation. It outlines an 8 step process: 1) Understand your target audience, 2) Get found through SEO, 3) Educate and engage prospects with content, 4) Have strong calls-to-action, 5) Optimize landing pages, 6) Use testimonials and case studies, 7) Align sales and marketing, and 8) Test and measure results. The presentation provides tips for each step and emphasizes measuring demand generation activities to optimize ROI.
Sangram Kachwaha, Vice President of Digital Services at Zeta Interactive, presented several ROI secrets for search marketing success. These included: (1) Understanding competitors' online presence beyond just their websites, (2) Using testing platforms to optimize landing pages with minimal resources, (3) Qualifying link opportunities to ensure quality and security, and (4) Leveraging multi-channel attribution to adjust budgets and improve messaging across channels. The presentation provided tips for identifying popular mobile keywords, reusing high-performing content, and measuring digital branding campaigns against competitors.
Web content strategy helps visitors become prospects, prospects become customers, and customers become loyal fans. It is critical for influencing customers, reducing costs, and achieving business goals. An effective content strategy identifies business and customer goals and then develops SEO-optimized content that satisfies those goals across devices. It is important to collaborate across teams, test content, analyze results, and continually iterate and maintain the strategy over time to maximize benefits.
Web Analytics and Online Marketing - Solent UniversityKoozai
Anna Lewis from Koozai delivered a presentation to students at Solent University in February 2013. The session looks at the basics of Web Analytics and Online Marketing with a main focus on Search Engine Optimisation (SEO) and Pay Per Click (PPC) Advertising.
This webinar will provide techniques for developing an effective digital marketing plan. It will discuss understanding the planning process, setting objectives, analyzing the situation, developing strategies and tactics, and implementing the plan. Key aspects that will be covered include segmentation, targeting, positioning, the marketing mix, and setting goals and metrics to monitor performance. Barriers to planning and additional resources for digital planning will also be mentioned.
This document provides an overview of digital marketing and how to plan and execute a digital marketing strategy. It discusses common digital marketing models and the stages of discovery, definition, design, development, and delivery. It also covers analyzing website analytics, defining target audiences, creating user personas, understanding user goals, information architecture, content strategy, copywriting, and considerations for mobile. The overall document provides guidance on conceptualizing and implementing an effective digital marketing approach.
How to Integrate Social Media and SEO to Drive More Leads and Increase Market...B2B Lead Roundtable
Social media and SEO integration can drive more leads and increase marketing ROI when done effectively. An analysis of a case study found that integrating social media and SEO tactics increased inbound lead generation for a company. Specifically, implementing a five-step inbound marketing strategy that included aligning brand messaging, designing a social media architecture, and producing high-value content led to 70% more leads and doubled annual revenue per account for an email service provider. When done correctly, social media and SEO synergize to improve organic search rankings, credibility, and conversion rates.
Internet advertising experts will provide a thorough breakdown of the elements of a company’s internet presence from corporate site to landing pages to emails and provide insights into how consumers view the entire customer experience. The purpose of this session is to help attendees understand how consumers see their property presence and respond to what is offered at each step of the way. The presenters will be providing tens of thousands of dollars of free consulting insights to the lucky firm that agrees to be analyzed, and to all attendees in general.
Presenters:
Scott Esmond, Director of Business Development, Red Door Interactive
Tony Felice, Senior Strategist, Red Door Interactive
Multiplica is a strategic partner that specializes in post-click conversion optimization. They help clients improve their online presence and user experience to better achieve objectives. Using proven methodology, talent and capabilities, Multiplica measures site performance, tests optimizations, and ensures continuous improvement to increase conversion ratios and results.
Presenter manual SEO and internet marketing (specially for summer interns)XPERT INFOTECH
XPERT INFOTECH imparts qualitative training in .NET, ASP.NET, PHP, PHP++, JAVA, J2EE, ORACLE DBA, ORALE D2K, RIA, SEO, WEB DEVELOPMENT, MOBILE APPLICATIONS DEVELOPMENT, ANDROID and other latest technologies. The training is designed for the BCA/MCA/B.E./B-Tech students who want to speed up their technical skills and proficiencies into real time development environment.
The document outlines 7 digital marketing priorities for B2B companies in 2013: 1) Develop a digital strategy, 2) Establish an effective website, 3) Improve search engine visibility, 4) Drive inbound interest through content marketing, 5) Leverage social media platforms like LinkedIn and Twitter, 6) Optimize landing pages and conversion rates, and 7) Use analytics to measure performance. The presentation provides guidance on implementing tactics for each priority, and emphasizes developing a strategic, thoughtful approach to digital marketing rather than being reactive. Measurement of marketing ROI is key to justify investments and refine strategies.
My opinion of what digital strategy entails, our responsibilities beyond the work and within the agency, and the skills we must equip ourselves with.
A Solid Digital Strategist; A rare breed, so just grow your own.
This document discusses various aspects of online marketing strategy including strategy, web design, measurement, reputation and social media, planning, and case studies. It covers topics such as defining objectives, social media engagement policies, resource requirements, publishing schedules, and measurable outputs. It also discusses e-commerce models, the importance of reputation and social media, and provides an example of a customer journey planner for planning an event marketing campaign.
SEO Considerations When Re-Launching a Website4Ps Marketing
Hannah Miller from 4Ps Marketing discusses website launches and restructures. She emphasizes starting SEO planning early and centering the launch date. A restructure will almost certainly impact search visibility, while a redesign alone will not. The process involves planning objectives and positioning, developing site structure, wireframes and redirect plans, implementing, then reviewing and testing. Communication between teams is key.
Case Study for Internet Retailer presented by Jeff Campbell (Resolution Media) and Mike Ryan (Lowe's). Covers Search Retargeting vendors, best practices, optimization methods, etc.
This document discusses content strategy and content management for government organizations' websites. It covers how websites have evolved to include more targeted, fresher, and accessible content as well as social media, multimedia, and engagement features. Content management systems now offer more flexibility and the ability to share content across pages and sites. An effective content strategy identifies the key questions about an organization's content and helps produce high quality, consistent content that optimizes resources. Agile processes allow for continuous optimization through tracking, measuring, analyzing, inspecting, and adjusting approaches. Social media, analytics, and campaign management tools can be used together with a content management system to create synergy around targeted, quality content.
The document discusses an "Online 360" marketing approach that focuses on credibility, conversation, and conversion (the 3 C's). It involves developing strategies across websites, SEO, PPC, social media, content, and mobile to comprehensively engage customers online. The approach is implemented over 12 months in 4 phases - setup, content/social media implementation, conversion optimization, and maintenance/planning - with the goal of increasing brand credibility, online community engagement, and business metrics like leads and ROI.
Similar to Imbibe live 2011 your website needs you! (20)
Top drawer - Get branding right first timeObergine
The document discusses how brands are perceived (brand image) versus how brands are defined (brand identity). It notes that brand image is contextual and defined by customers based on their experiences, while brand identity encompasses everything a brand does. A great brand is defined not by its products or visuals but by an inspiring vision that connects with people. The key lessons are to listen to customers, make all communications represent the brand vision, and remember that brand image can change based on different contexts while identity remains constant.
Inbound Marketing - A Paradigm Shift Some Managers Can't HandleObergine
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Obergine client services director – Jeremy Anderson - will explore how digital innovation across mobile, analytics, content marketing and social media will influence business marketing strategies.
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3. Who is Obergine?
Full service digital marketing agency.
We create online and mobile solutions that add value
to our clients and their customers.
Clients include:
Concha y Toro
Cono Sur Vineyards & Winery
Oxford University Press
University of Reading
4. About the presenter
Jeremy Anderson
Digital director
Jeremy is a founding partner of Obergine and is
responsible for client services and digital strategy.
With over 15 years as a digital marketing
professional, Jeremy has expertise in:
Web design
Content management & e-commerce
Mobile sites & apps
Digital & social media marketing
Web & data analytics
6. Target audience insight
Who is your target audience?
What are their goals?
What motivates them?
Are they skilled internet users?
What do they want to achieve by visiting the site?
What information do they need from the site?
Create personas in order to profile them…
Personas describes the goals, skills, attitudes, motivations and
environment of a specific user group.
Examples include “fine wine lovers”, “weekend party animals” and
“discount vultures”
7. Solid strategy
Reach
Make it easy for your target audience to find your
business and engage with you online
Convert Reach Convert
When people visit your website – recognise that they
are looking for an answer to a need and the website
must facilitate this quickly and easily
Retain
Retain
Empathise with your customers and respond to their
needs to ensure that long term satisfying
relationships are formed
8. What are the tactical areas do you need to consider?
9. Comprehensive tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
10. Goals Goal tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
11. Goal fundamentals Goal tactics
Your website needs to achieve business
goals such as bookings, sales and data
collection
12. People want information quickly Goal tactics
No visible contact details
No visible opening hours
No visible location information
No call-to-actions for goals
Only link gets lost at the bottom
No web analytics
Performance against core strategies
Reach Convert Retain
N/A O O
13. Build an email marketing database Goal tactics
Incentivised email sign-up form
Capture gender and DOB
Too many mandatory fields
No privacy policy
Contact info & opening times
Third party reviews
Performance against core strategies
Reach Convert Retain
N/A
14. Content
Content tactics tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
15. Content
Content fundamentals tactics
The best content is relevant, clear and
useful and available in different media
formats
16. Content
Keep content current tactics
Menu available as PDF
Menu not available as HTML
Content is out-of-date
Event content not promoted
Photography is good &relevant
Informative & friendly content
Performance against core strategies
Reach Convert Retain
17. Content
Show off your venue and products tactics
Stunning photography
Photos lack content relevancy
Menus can not be printed
Excellent use of video
Content is fresh and useful
Reviews prominent
Performance against core strategies
Reach Convert Retain
P P
18. Usability
Usability tactics tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
19. Usability
Usability fundamentals tactics
Make it easy for visitors navigate the
website, locate the information they need
and perform the tasks required
20. Usability
Manage user expectations tactics
Clear navigation interaction
Breadcrumbs trail
Verbose link hover text
Clear call-to-actions
Clear error prevention
Embedded Google map
Performance against core strategies
Reach Convert Retain
N/A P
21. Usability
Make it easy for your users tactics
Navigation interaction not clear
No breadcrumbs trail
Call-to-actions ambiguous
Error prevention not clear
No link hover text
Performance against core strategies
Reach Convert Retain
N/A O O
22. Branding
Branding tactics tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
23. Branding
Branding fundamentals tactics
Your website needs a recognisable design
with the content to invoke an emotional
response that reinforces the brand
identity
24. Branding
Customers as brand fans tactics
Consistent and deep branding
Happy people photography
Friendly and fun tone of voice
Social media branding aligned
Communication consistency
Tab/bookmark favicon present
Performance against core strategies
Reach Convert Retain
N/A P
25. Branding
Branding needs consistency tactics
Limited branding on site
Venue photography is tiny
Food photography is absent
Brand / message mismatch
Twitter branding inconsistent
Performance against core strategies
Reach Convert Retain
N/A O O
26. SEO tactics SEO tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
27. SEO fundamentals SEO tactics
Build your site for easy indexing
Keep your content fresh and relevant
Maximise diversity and volume of quality
backlinks
28. Why is SEO important? SEO tactics
Over 85% of prospective customers use the internet to find what they
are looking for
Seven out of ten users click a search result within the first page of
results
Only 8% of users venture beyond the third page of search results
A good ranking on a major search engine
can make the difference between
commercial success and failure
29. SEO top tips SEO tactics
1. Search engine results are ads 6. Quality backlink diversity
2. Be consistent and relevant 7. Outbound links matter
3. Localise your content 8. Be social
4. Link text must work out-of-context 9. Get listed locally
5. Keep your content fresh 10. Make sure your site is fast
30. Social media optimisation tactics SMO tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
31. Social media fundamentals SMO tactics
Be active in social media, push and pull
content to/from social media channels and
encourage user generated content
32. Be active, friendly and genuine SMO tactics
Social media promoted on site
Branded Facebook & Twitter
To enter on FB – need to “like”
Twitter & Facebook integrated
Fun, relaxed & regular dialogue
Can not share content from site
Performance against core strategies
Reach Convert Retain
34. Goal tactics
Review your website goals and ask yourself if there are missed opportunities for the website to
help your business
Display contact information prominently on all website pages
Ensure that opening times and address details with Google map links are present on all pages
Measure website performance and user interactions – Google Analytics is highly effective and a
great free tool
Capture email addresses for email marketing at every data capture touchpoint
Include a privacy policy on website that explains clearly what data is captured by the website, who
it is used and how the user can be removed from any marketing database
Make call-to-actions for purchases, bookings and contact requests clearly visible across the
website
35. Content tactics
Use photography and video to promote your venues and products
Align page content with photography used
Ensure that content can be printed, downloaded as a PDF and also available online
Include third party reviews and customer testimonials
Promote new and updated content and remove old content as soon as it lacks relevancy
Spell check and proof read your content before publication
Create content for your target audiences eg., “conferences”, “Christmas parties” and “families”
Cross-sell content across the site
36. Usability tactics
Navigation controls should use different colours and styles indicate when selected or activated
For sites that include sub-pages, always have a breadcrumbs trail
All call-to-actions (secondary, primary and tertiary) should use clear language and styling
Utilise link descriptions to provide tool tips that aid the user journey and set user expectations
On data capture forms, ensure that mandatory fields are clearly indicated and that any field that
fails error validation is highlighted
When linking to external sites and/or PDF files ensure that they launch in a new browser window
Use imagery (eg., embedded maps on contact pages) to help provide context and clarity to content
On large sites provide a site wide free text search
37. Branding tactics
Implement your brand so that it reflects the credibility and reputation of your business
Your website design should consider fonts, styles and colour palletes holistically and should not be
limited to the logo
Your social media channel branding needs to reflect your website design and branding
Brand both your 404 “missing page” and browser tab/bookmark favicons
Use the same tone of voice for your website copy as you do for social media channel
communications
Use photography that shows off your venue, food and drinks in situ ie., with real customers
Be grateful and reward your customers for their custom with offers and initiatives that encourage
repeat visits
38. Search engine optimisation tactics
Google listings are ads - all your pages need unique page titles and descriptions with the page description expanding upon
and substantiating the page title
Relevancy - our page title and primary page header need to be tightly aligned and use the same keywords
Link text - ensure that all your internal links are verbose and make sense out of-context
Quality backlink diversity - get your restaurant, bar and hotel reviewed on a range of blogs and review sites with backlinks to
your site
Outbound links - be generous with your links and link out to other sites within your content
Content freshness - create content on a regular basis that people will find useful, discuss and link to
Social signals - engage with people on social media channels and publish links to your content there
Get local – register with Google Places, Bing for Business and Yahoo Local and include local keywords in your content
Speed matters – make sure your site loads quickly
39. Social media optimisation tactics (1 of 2)
Start with Twitter then Facebook – you don’t have to do everything at once
Brand your social media channels
Use social media to engage with those influential in your industry eg., hospitality industry bloggers
Be active! Engage with people every day
Integrate Twitter feeds on to your website
Provide content sharing facilities on your website to allow people to share content via email and
social media
If you have a blog – allow this to be syndicated via RSS and encourage people to comment upon
your posts
40. Social media optimisation tactics (2 of 2)
Be generous - give back to those who interact and share your content
Create Facebook pages and not groups
You're human - communicate like one and do not hide behind a brand name
Include shortened links (ie., http://bit.ly) whenever you can in your posts on Facebook and Twitter
Link your Twitter, Facebook and LinkedIn social media channels - one tweet can then get
published in 3 places if you have integrated a Twitter feed on your website!
Claim your vanity URL (ie., web address) such as www.facebook.com/obergine by getting 25
followers ASAP – ask your friends, families, colleagues and staff!
42. Thank you
If you wish to discuss your digital or print marketing activities with Obergine, please contact us
using the details below.
Jeremy Anderson Obergine
Mob: +44 (0)7718 781189 The Jam Factory
Tel: +44 (0)1865 245777 27 Park End Street
Email: info@obergine.com Oxford OX1 1HU
Web: http://www.obergine.com United Kingdom
Twitter: http://twitter.com/obergine
Facebook: http://facebook.com/obergine.agency