This MIT Enterprise Forum of Cambridge workshop covers the fundamentals of digital marketing, from choosing the right marketing channels to campaign execution. We'll cover strategies to de-risk your campaigns before investing significant time and money into your digital marketing efforts by evaluating channels before getting started. This workshop will focus on analytics, search engine marketing, pay-per-click advertising, social media advertising, content marketing and email marketing.

1. Presented by
Dale Bertrand, President, Chimaera Labs
Intro to Digital Marketing

2. Dale Bertrand
• Engineering background
• Built a super computer for the NSA
• Recruited to an MIT start-up to do
online marketing
• Run Chimaera Labs

3. • User generated content
• Keyword targeting
• Email and content strategy
We helped GrabCAD grow from from 10,000 to 2.5 Million registered users
What Does Success Look Like?

4. Content and Link Building
Recommendations
Objective First Framework

5. What is Digital Marketing?

6. What is Digital Marketing?
Digital marketing is the promotion of products or brands in
electronic media.

7. Why I Love Digital Marketing
• Constantly evolving
• Measurable
• Drive revenue
• High demand
• I love technology
• Ability to work in many industries

8. Rapidly Changing Landscape

9. Credit: James Currier of NFX and updated by Peter van Sabben
Digital Marketing Channels

10. Credit: Brian Balfour, www.coelevate.com
Growth Tactic Lifecycle

11. How Digital Marketing
Changed the Advertising Game

12. Advertise on TV and hope Mikey’s mom sees it.
Back in the day…

13. Demographic Targeting
Reach Mikey’s mom by
targeting:
• Women
• Between the ages of 25
and 35…
• In parenting magazines
or women focused cable
networks.

14. Micro-targeting by Search Intent
Target Mikey’s mom the instant after
she types “cereal coupon” into
Google.

15. Targeting Example: Alec Brownstein
• Goal: Land a Job at Y&R in New York City
• Strategy: Advertise on Google targeting the
names of 5 executives at the firm
• Result: 4 interviews and 2 job offers
• Cost: $6.00

16. Measurement and Behavior Tracking

17. Measure Everything and Iterate

18. Meet Emily:A Mother Searching for the Perfect Preschool

19. Tracking People Online

20. Tracking People Online (2)

21. Example Online Campaign

22. Client:
Goal: Generate leads for online B2B video production service
Campaigns:
• AdWords advertising
• Webinars
• Display ads in email newsletters
• Cold calling a Chamber of Commerce list
• Content marketing (ebook)
• Partner program (camera stores)

23. Results
19 losing tactics and 1 winner (helpareporter.com email advertising)

24. Takeaways
• Expect a lot of failure
• One winning campaign could be a game changer

25. Evolution of a Landing Page

26. 26

27. After a several months
27

28. Recent Landing Page
28

29. Content Marketing

30. 3
0
Marcus Sheridan
Pool guy turned content
marketing guru
Marketing Success Story

31. Search Marketing

32. Search Engines

33. The Long Tail of Keyword Demand

34. Analytics Pitfalls

35. (show example analytics account)

36. PPC Advertising

37. PPC Channels
Search:
Display:
Social:

38. (show example AdWords account)

39. Advantages of PPC
• A small budget can go a long way
• Pay only for engagement
• Highly scalable
• Easy to test and refine targeting