This document profiles Dr. Moisés Nathán Cielak, a socio director of ACADI RENATA P.R. FOR THE AMERICAS, an NGO dedicated to small and medium enterprises. It provides details on his academic and professional background, including positions at various universities and companies. The bulk of the document discusses content marketing, outlining strategies and best practices for creating and sharing valuable content to achieve marketing goals.
At Our Kids Media's 2010 Meeting of the Minds, Travis Allison, Jim Huinink, and Agnes Stawicki speak to Toronto and Mississauga-area private and independent schools about the changing world of marketing in education. Topics covered are social media, online optimization, and how to make the most of marketing with Our Kids Media.
SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...Distilled
We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.
Content Marketing in the Machine Age: How to Make Your Content More Automated...PR 20/20
Content Marketing World 2016 Presentation:
This session is an exploration of what's possible as algorithms and artificial intelligence rapidly advance the industry. Attendees will leave inspired by a collection of case studies, and armed with an array of readily available technologies that marketers can use to make their content more automated and intelligent.
KEY TAKEAWAYS
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
The world of SEO as we know it is drastically changing. The rise of content marketing, the new consumer decision journey, and Google's ever-evolving landscape are changing the way we think about search, social, content, and consumers. Check out this look forward into the future of SEO and content marketing.
12 RULES FOR CONTENT MARKETING CARNIVORESMike Houle
Let Big Rex walk you though his Twelve Rules for Content Marketing. No matter what your species, you're bound to pick up an idea or two that will boost your social media presence.
At Our Kids Media's 2010 Meeting of the Minds, Travis Allison, Jim Huinink, and Agnes Stawicki speak to Toronto and Mississauga-area private and independent schools about the changing world of marketing in education. Topics covered are social media, online optimization, and how to make the most of marketing with Our Kids Media.
SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...Distilled
We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.
Content Marketing in the Machine Age: How to Make Your Content More Automated...PR 20/20
Content Marketing World 2016 Presentation:
This session is an exploration of what's possible as algorithms and artificial intelligence rapidly advance the industry. Attendees will leave inspired by a collection of case studies, and armed with an array of readily available technologies that marketers can use to make their content more automated and intelligent.
KEY TAKEAWAYS
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
The world of SEO as we know it is drastically changing. The rise of content marketing, the new consumer decision journey, and Google's ever-evolving landscape are changing the way we think about search, social, content, and consumers. Check out this look forward into the future of SEO and content marketing.
12 RULES FOR CONTENT MARKETING CARNIVORESMike Houle
Let Big Rex walk you though his Twelve Rules for Content Marketing. No matter what your species, you're bound to pick up an idea or two that will boost your social media presence.
Slides from this weeks Guardian Media Academy Social Media for Business seminar.
Includes advice on:
- Creating your own digital media strategy
- Using different platforms like LinkedIn, Facebook, Twitter, YouTube etc
- Content Strategy
- Troubleshooting
- Social Media Guidelines and Policy
Useful links:
http://econsultancy.com/uk
For our June 2019 event, Search Social & Attribution, we had two fantastic speakers.
Mark Irvine presented: Search and Social: 3 Tricks to Make Your Advertising Work Better Together
Simon Poulton presented: Democratizing Attribution: Understanding the incremental impact of your digital marketing
For full recaps of this and past events, head on over to utahdmc.org
Cabarrus Visitor's Bureau Social Media BreakfastWalker Marketing
A presentation by Joe Recomendes of Walker Marketing given at the Cabarrus County Partner Breakfast on March 8, 2011.
The presentation outlines the importance of a digital strategy for the hospitality industry, and an overview of the important social networks.
The Marketing Growth Hackathon: 25+ Tips, Tools and Resources to Accelerate P...PR 20/20
Computer programmers hold hackathons to quickly build and improve software, so why can’t marketers do the same to unlock potential and drive performance? This fast-paced session delivers a unique planning framework to help you gain a new perspective on your strategies and campaigns. You’ll leave inspired by a collection of case studies and armed with a slew of resources you can use to accelerate your company’s success at all stages of the funnel. This session is for you if you want to learn how to build a performance-driven organization that exceeds ROI expectations and outpaces the competition. At the end of tis session you will be able to:
1. Prioritize and simplify your marketing goals.
2. Construct dynamic campaigns with the greatest probabilities of impacting business results.
3. Apply new technologies and processes to improve efficiencies and accelerate success.
(Originally delivered at http://marketingcampsf.org March 2013)
There's no secret that content marketing takes time, effort and resources, but content is also essential to a solid and well-rounded marketing strategy. Learn about #leancontent and the companies and brands that are practicing efficient and effective ways to produce, curate and share great ideas that help build your brand's voice.
This session will help you answer the following questions and have you apply #leancontent to help build your company's brand:
- Why a lean approach to content strategy?
- Why does great marketing encompass knowledge base building and sharing?
- Which brands are using #leancontent to gain more visibility on the web? How are they doing that?
- What are the best tools out there that can effectively discover, create, curate and share content?
About the speaker:
Arabella Santiago is the Marketing and Communications Director at Scoop.it. A journalist at heart, Arabella believes in the power of producing authentic content to develop, strengthen and market a brand. Currently, Arabella is the Director of Marketing and Communications at Scoop.it, a social media publishing platform that allows users to express themselves on topics that matter through idea discovery, content curation and social sharing. Prior to joining Scoop.it, she was the Executive Director of Techweek 2012 Chicago, the largest technology conference in the Midwest with over 5,000 participants. Arabella graduated with a degree in political science and English from Rutgers University. In her spare time, she enjoys cooking, writing and hiking beautiful Northern California.
199 Social Media and Content Marketing ToolsWishpond
The life of a social media manager, content creator, or overall online marketer can be a stressful one. There's so much to do and so much to think about it can get a bit hectic.
Luckily, there's software out there that can help us get our jobs done faster, easier, and more efficiently. These tools organize our lives, automate our jobs, and maximize the ROI of our efforts.
Here are 199 content and social media marketing tools. Are there any we missed that you love?
All too often we overlook the things that will help us provide value for our customers. In this presentation I provide an overview of the key components of a stakeholder interview and the importance of qualitative and quantitative content audits.
What are the Top 5 Interactive Marketing trends in 2012? And how can you prepare for them and react to the trends as a marketing professional or business owner?
Website Development for Crowdfunding Campaign / Roadmap to Success or FailureAurum IT
Is there a recipe for success in crowdfunding campaign?
There is, but no recipe guarantees success, though it helps you move towards it. Those who think crowdfunding is easy money, tend to be disappointed once the actual work on the campaign kicks in. Crowdfunding is only one of the funding options, and it requires an enormous effort from the team to be successful. Building a web page and campaign page is our speciality, but that is only one part of the complex project.
The Content Marketing Metrics That Matter (#CMWorld 2015)PR 20/20
Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but content marketers have largely dropped the ball when it comes to monitoring, reporting and improving performance. The key is to align content marketing KPIs with overall business goals, have a logical and well-documented process for updating and reporting results, and develop systems for turning data into intelligence and intelligence into action.
Attendee takeaways:
* Prioritize content marketing goals.
* Identify Key Performance Indicators (KPIs).
* Select the right analytics technology and tools.
* Optimize your use of Google Analytics.
* Turn data into insights and actions.
The internet has become the critical hub for all business and personal communications. Discover the ten leading trends that will allow businesses and individuals to succeed online.
* What online innovations are driving business success?
* What are the top social media websites for business?
* What is the future for Google and who is poised to challenge their market presence?
* How can you use the internet to build your personal brand?
* How do you make money in Social Media?
* How do you Twitter? What’s a PeoplePond?
This Slideshare presentations provides examples of Marketing Processes as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Process - Go-to-Market Planning
Marketing Process - Demand Creation
Marketing Process - Demand Management
Marketing Process - Website Proposal
Marketing Process – Size of the Market
Marketing Process – Content Messaging
Marketing Process - Buyer Behavior Model
Marketing Process – Lead Follow-up
Marketing Process - Lead Rating Model
Marketing Process - Terminology & Roles
Marketing Process – Sales Conversion
Marketing Process - Compelling Sales Presentation
Marketing Process - Positioning Components
Marketing Process - Differentiation Worksheet
Marketing Process - Differentiation Summary
Marketing Process - Business Canvas
Marketing Process - Sales Process
Marketing Process - Partner Process
See more at Four Quadrant at http://www.fourquadrant.com/products/
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
Web Content Manager & Developer | Graphic Designer | Email Marketing ManagerDigital Media Guru
Web Developer/Digital Media Content Manager with +7 years of experience in both small/family owned businesses to large sensitive multi-national corporate environments. Outgoing and detail-oriented, I am proficient at building and maintaining digital media content including websites, social media channels, graphic design and more. Bachelor’s Degree in Communications from Millikin University (2006) and a mobile design certification from Capella Education Company (2016).
11 Content Marketing Planning Tips for 2015Mike Corak
This presentation, given by Jay Baer and Mike Corak, covers the top 11 +1 bonus content marketing tips for use in company's content marketing planning processes. Entering the new year it is critical to understand Tactically where the discipline is headed, Strategically how to create and what to consider in your plan, and Operationally how to pull of your your planned activity with processes and resources alike.
Slides from this weeks Guardian Media Academy Social Media for Business seminar.
Includes advice on:
- Creating your own digital media strategy
- Using different platforms like LinkedIn, Facebook, Twitter, YouTube etc
- Content Strategy
- Troubleshooting
- Social Media Guidelines and Policy
Useful links:
http://econsultancy.com/uk
For our June 2019 event, Search Social & Attribution, we had two fantastic speakers.
Mark Irvine presented: Search and Social: 3 Tricks to Make Your Advertising Work Better Together
Simon Poulton presented: Democratizing Attribution: Understanding the incremental impact of your digital marketing
For full recaps of this and past events, head on over to utahdmc.org
Cabarrus Visitor's Bureau Social Media BreakfastWalker Marketing
A presentation by Joe Recomendes of Walker Marketing given at the Cabarrus County Partner Breakfast on March 8, 2011.
The presentation outlines the importance of a digital strategy for the hospitality industry, and an overview of the important social networks.
The Marketing Growth Hackathon: 25+ Tips, Tools and Resources to Accelerate P...PR 20/20
Computer programmers hold hackathons to quickly build and improve software, so why can’t marketers do the same to unlock potential and drive performance? This fast-paced session delivers a unique planning framework to help you gain a new perspective on your strategies and campaigns. You’ll leave inspired by a collection of case studies and armed with a slew of resources you can use to accelerate your company’s success at all stages of the funnel. This session is for you if you want to learn how to build a performance-driven organization that exceeds ROI expectations and outpaces the competition. At the end of tis session you will be able to:
1. Prioritize and simplify your marketing goals.
2. Construct dynamic campaigns with the greatest probabilities of impacting business results.
3. Apply new technologies and processes to improve efficiencies and accelerate success.
(Originally delivered at http://marketingcampsf.org March 2013)
There's no secret that content marketing takes time, effort and resources, but content is also essential to a solid and well-rounded marketing strategy. Learn about #leancontent and the companies and brands that are practicing efficient and effective ways to produce, curate and share great ideas that help build your brand's voice.
This session will help you answer the following questions and have you apply #leancontent to help build your company's brand:
- Why a lean approach to content strategy?
- Why does great marketing encompass knowledge base building and sharing?
- Which brands are using #leancontent to gain more visibility on the web? How are they doing that?
- What are the best tools out there that can effectively discover, create, curate and share content?
About the speaker:
Arabella Santiago is the Marketing and Communications Director at Scoop.it. A journalist at heart, Arabella believes in the power of producing authentic content to develop, strengthen and market a brand. Currently, Arabella is the Director of Marketing and Communications at Scoop.it, a social media publishing platform that allows users to express themselves on topics that matter through idea discovery, content curation and social sharing. Prior to joining Scoop.it, she was the Executive Director of Techweek 2012 Chicago, the largest technology conference in the Midwest with over 5,000 participants. Arabella graduated with a degree in political science and English from Rutgers University. In her spare time, she enjoys cooking, writing and hiking beautiful Northern California.
199 Social Media and Content Marketing ToolsWishpond
The life of a social media manager, content creator, or overall online marketer can be a stressful one. There's so much to do and so much to think about it can get a bit hectic.
Luckily, there's software out there that can help us get our jobs done faster, easier, and more efficiently. These tools organize our lives, automate our jobs, and maximize the ROI of our efforts.
Here are 199 content and social media marketing tools. Are there any we missed that you love?
All too often we overlook the things that will help us provide value for our customers. In this presentation I provide an overview of the key components of a stakeholder interview and the importance of qualitative and quantitative content audits.
What are the Top 5 Interactive Marketing trends in 2012? And how can you prepare for them and react to the trends as a marketing professional or business owner?
Website Development for Crowdfunding Campaign / Roadmap to Success or FailureAurum IT
Is there a recipe for success in crowdfunding campaign?
There is, but no recipe guarantees success, though it helps you move towards it. Those who think crowdfunding is easy money, tend to be disappointed once the actual work on the campaign kicks in. Crowdfunding is only one of the funding options, and it requires an enormous effort from the team to be successful. Building a web page and campaign page is our speciality, but that is only one part of the complex project.
The Content Marketing Metrics That Matter (#CMWorld 2015)PR 20/20
Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but content marketers have largely dropped the ball when it comes to monitoring, reporting and improving performance. The key is to align content marketing KPIs with overall business goals, have a logical and well-documented process for updating and reporting results, and develop systems for turning data into intelligence and intelligence into action.
Attendee takeaways:
* Prioritize content marketing goals.
* Identify Key Performance Indicators (KPIs).
* Select the right analytics technology and tools.
* Optimize your use of Google Analytics.
* Turn data into insights and actions.
The internet has become the critical hub for all business and personal communications. Discover the ten leading trends that will allow businesses and individuals to succeed online.
* What online innovations are driving business success?
* What are the top social media websites for business?
* What is the future for Google and who is poised to challenge their market presence?
* How can you use the internet to build your personal brand?
* How do you make money in Social Media?
* How do you Twitter? What’s a PeoplePond?
This Slideshare presentations provides examples of Marketing Processes as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Process - Go-to-Market Planning
Marketing Process - Demand Creation
Marketing Process - Demand Management
Marketing Process - Website Proposal
Marketing Process – Size of the Market
Marketing Process – Content Messaging
Marketing Process - Buyer Behavior Model
Marketing Process – Lead Follow-up
Marketing Process - Lead Rating Model
Marketing Process - Terminology & Roles
Marketing Process – Sales Conversion
Marketing Process - Compelling Sales Presentation
Marketing Process - Positioning Components
Marketing Process - Differentiation Worksheet
Marketing Process - Differentiation Summary
Marketing Process - Business Canvas
Marketing Process - Sales Process
Marketing Process - Partner Process
See more at Four Quadrant at http://www.fourquadrant.com/products/
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
Web Content Manager & Developer | Graphic Designer | Email Marketing ManagerDigital Media Guru
Web Developer/Digital Media Content Manager with +7 years of experience in both small/family owned businesses to large sensitive multi-national corporate environments. Outgoing and detail-oriented, I am proficient at building and maintaining digital media content including websites, social media channels, graphic design and more. Bachelor’s Degree in Communications from Millikin University (2006) and a mobile design certification from Capella Education Company (2016).
11 Content Marketing Planning Tips for 2015Mike Corak
This presentation, given by Jay Baer and Mike Corak, covers the top 11 +1 bonus content marketing tips for use in company's content marketing planning processes. Entering the new year it is critical to understand Tactically where the discipline is headed, Strategically how to create and what to consider in your plan, and Operationally how to pull of your your planned activity with processes and resources alike.
This session will cover data-driven roadmaps for in-house SEOs, technical SEO priorities for 2016, tools that will support your efforts and strategies SEOs need as the search engines continue to mutate in the coming year.
Presentation from the 2014 Product, Customer and User Experience Summit in Chicago on June 16, 2014. The presentation discusses the context for UX as strategy, provides an example of applying a UX approach to informing your business and experience strategy, measuring the impact of UX and what's needed to sustain and build upon the value of UX within an organization.
Bridgeline Digital Get Them Talking Social Strategies that Bring Leads In Fr...Bridgeline Digital
Speakers:
Matt Sullivan - Director of Account Management, Bridgeline Digital
Brian Harris - Director of Digital Services, iSG Bridgeline Digital
It’s no secret that Social Media’s influence as a business channel is growing by the day. Nearly half of all online shoppers rely on Social Media when making a purchase decision. Marketers know this – in fact, 93% say they currently use Social Media for business. But being Social isn’t just robotically pushing out content – it’s about developing a strategy focused on engagement and achieving real ROI. Where do you start? What tools do you need? Glad you asked, join our webinar to find out!
Finally, a clear recipe that marries the influence of Social Media with organizational goals.
• Purpose & Goals: Examination of what Social Media can offer your business
• Social Business: Measurement of true Social ROI
• Execution & Strategy: Identify the tools and planning needed to drive social success
Winning the Online Marketing Game Through Content Optimization 2013MultiWave Media
Discover how Content drives all digital marketing in 2013 and beyond; how to optimize that content for search engines, and beat your competitors at this game!
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
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.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
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.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
1. MOISES.CIELAK.NET
14/03/15
@mcielak
1
Dr. Moisés Nathán Cielak
moises.cielak@Obama.net @mcielak
moises.cielak@gmail.com #redesmoi
Socio
Director:
ACADI
RENATA
P.R.
FOR
THE
AMERICAS,
ONG
DEDICADA
A
LAS
PYMES
Academic
background
ITESM,
CCM
MBA
in
Marke?ng
1981
Master
of
Economics
1986
Tecnológico
de
Monterrey
B.
Sc.
in
Computer
Science
1977
Miami
Dade
College
Diploma
in
Social
Media
Marke?ng
UsDP
Grad
St.
Univ.
Wisconsin-‐
Madison
PhD.
ABD.
Hawaii
Andragogy
University
2017
Headlines
Congressman
ProRP
y
PRSA
Researcher
for
the
AssociaHon
for
Internet
MarkeHng
y
de
la
U.S.
Social
Media
MarkeHng
Academy
Director
Florida
Campaign
for
Mr.
Barack
Obama
for
Presidency
in
2007-‐2008
Enterprise
Backgrounder
Head
coach
for
Companies
P&G,
Cemex,
FedEx
Nestlé,
Arcelor
Mi^al,
DHL
Miami,
Master
Research,
Tecnotoon.com
Marke?ng
Manager
for
HewleS
Packard
Latam
.Editor
in
Chief
for
Editorial
Televisa,
Writer
and
columnist
for
Pulso
PYME,
CNNExpansión,
Interna?onal
Trade,
WSJ,
Obras,
Turnberry
Interna?onal
Real
Estate
Mag.
Lecturer
at
Univ.
Ibero,
Westhill
College,
Univ.
Anáhuac,
Andina,
Petromo^,
Chilean
Council
March
2015
moises.cielak.net
moises.cielak.ne
t
Content Marketing !
!
!
Qué es Marketing de
Contenidos
Creación
Publicación
Divulgación
2. MOISES.CIELAK.NET
14/03/15
@mcielak
2
!
!
!
!
Contenido de valor
Contenido útil
Contenido interesante
Contenido funcional
Contenido accesible
@mcielak
#redesmoi
!
!
Datos
El 90% de las estrategias de marketing
se basan en contenidos
el 60% de los marketers ya están
pensando en hacer más contenidos y
de mayor calidad
!
!
Las inversiones en
contenido...
El 26% del presupeusto total, los
negocios pequeños invierten ma´s que
los grandes
El 62% de las empresas comparten sus
contenidos de forma gratuita
@Mcielak #redesmoi
Ciclo de compra...
@Mcielak #redesmoi
Hubspot
3. MOISES.CIELAK.NET
14/03/15
@mcielak
3
!
Qué compartir
Noticias
!
!
!
!
!
!
Tips, consejos
Videos
Infografías
Multimedia
Presentaciones
Estudios
@Mcielak #redesmoi
!
!
!
!
Informes
Reviews
Herramientas
Contenido “curado”
@Mcielak #redesmoi
!
¿Mejores resultados?
Artículos 79%
!
!
!
!
!
!
!
Social Media 74%
Blogs 65%
Case Studies 58%
Eventos 56%
Videos 52%
White papers 51%
Webinars 46%
!
!
!
!
!
Ebooks 16%
Podcasts 16%
Blogs 65%
Case Studies 58%
Contenidos para Móvil 15%
!
!
!
!
!
!
!
7 pasos
Definir objetivos
Diseñar la estrategia de contenidos
Definir la tecnología, herramientas y canales que
necesitamos
Definir roles: creadores, redactores, editores, etc.
Preparar el sitio para compartir: promocionar,
viralizar
Monitorizar y analizar
Optimizar
@Mcielak #redesmoi
Objetivos más comunes
!
!
!
!
!
!
Branding
Engagement
Reconocimiento
Tráfico y visibilidad
Conversiones
SEO y posicionamiento
@Mcielak #redesmoi
4. MOISES.CIELAK.NET
14/03/15
@mcielak
4
Estrategia de contenido
! Checklist
!
!
!
!
!
!
conocer y definir la audiencia
determinar el tipo de contenidos
definir términos y palabras clave
definir el tono y estilo
calendario editorial: google calendar
defirnir recursos
@Mcielak #redesmoi
News vs. evergreen
@Mcielak #redesmoi
Optimizar el sitio web
!
!
!
!
Usabilidad
SEO (SEOquake)
Sitemaps
Google Webmasters tools
@Mcielak #redesmoi
!
!
!
Medir y analizar
KPIs
Herramientas
Métricas:
!
!
!
!
páginas vistas, visitantes únicos, tiempo en la
página, rebote
número de veces que se ha compartido, número de
tweets, RTs, pins, etc.
resultados orgánicos en búsquedas
leads, ventas, etc
@Mcielak #redesmoi
5. MOISES.CIELAK.NET
14/03/15
@mcielak
5
Revisar
!
!
¿Qué contenidos funcionan mejor para
cada target?
¿qué podemos mejorar y cómo?
@Mcielak #redesmoi
Beneficios
@Mcielak #redesmoi
@Mcielak #redesmoi
Estrategias
de
acquisición
de
clientes
• Agenda
– SEO
– Adwords
– Yahoo
– Search
Engine
Adquisi?on
@Mcielak #redesmoi
11. MOISES.CIELAK.NET
14/03/15
@mcielak
11
Estadís?cas
de
Búsqueda
h^p://www.google.com/webmasters/
Estadís?cas
de
Búsqueda
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/
12. MOISES.CIELAK.NET
14/03/15
@mcielak
12
Local
Business
h^p://www.google.com/webmasters/
Local
Business
h^p://www.google.com/webmasters/
Trends
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/
17. MOISES.CIELAK.NET
14/03/15
@mcielak
17
Canibales
y
Misioneros
En
una
orilla
de
un
río
hay
6
personas
3
caníbales
y
3
misioneros,
todos
debe
cruzar
a
la
otra
orilla
1.
Los
misioneros
todos
saben
remar
2.
Los
caníbales,
solo
UNO
sabe
remar
y
los
demás
no
pueden
aprender
3.
Solo
caben
HASTA
dos
personas
en
la
lancha
4.
No
puede
haber
mayoría
nunca
de
caníbales
o
se
termina
el
ejercicio
5.
Las
personas
se
cuentan
al
llegar
la
lancha
a
la
orilla
6.
y
NO
SE
VALE
INTERCAMBIO
DE
PERSONAS
SIN
CONTAR
ANTES.
¿EN
CUANTOS
INTENTOS
LO
RESOLVERIAS?
Organic
vs.
Paid
Search
90%
of
Clicks
10%
of
Clicks
VerHcal
Search
Local
Results
Probably
doesn’t
get
traffic
like
most
“#1”
results
Completely
different
ranking
algorithm
than
standard
search
results
19. MOISES.CIELAK.NET
14/03/15
@mcielak
19
Instant
Answers
Instant
Answers
Instant
Answers
News
Results
Real
Time
Results
Local
Results
Image
Results
This
PresentaHon
Focuses
on:
20. MOISES.CIELAK.NET
14/03/15
@mcielak
20
How
Search
Engines
Work
Crawling
&
Indexing
Without
links,
the
engines
might
never
find
this
page
CalculaHng
Query-‐Independent
Metrics
Via
www.opensiteexplorer.org
Many
Domains
vs.
One
Domain
VS.
21. MOISES.CIELAK.NET
14/03/15
@mcielak
21
Domain
Authority
PageRank
The
Flow
of
PageRank
PageRank
is
Split
Evenly
Between
the
Links
on
a
Page
22. MOISES.CIELAK.NET
14/03/15
@mcielak
22
PageRank
is
an
IteraHve
Algorithm
Technically,
Every
External
Link
“Leaks”
PageRank
Nofollowing
or
Removing
Links
Can
Alter
the
Flow
of
PageRank
Or,
at
least
it
used
to...
www.seomoz.org/blog/google-‐says-‐yes-‐you-‐can-‐s?ll-‐sculpt-‐pagerank-‐no-‐you-‐cant-‐do-‐it-‐with-‐nofollow
23. MOISES.CIELAK.NET
14/03/15
@mcielak
23
Google
Says
they
use
PageRank
to
Crawl
Algorithmic
Ranking
Factors
Query
Deserves
Freshness
(QDF)
QDF
QDF
Normal
Results
24. MOISES.CIELAK.NET
14/03/15
@mcielak
24
Query
Deserves
Diversity
(QDD)
Algorithmic
Ranking
Factors
Building
Accessible
Sites
Crawlability
/
Link
Architecture
26. MOISES.CIELAK.NET
14/03/15
@mcielak
26
Duplicate
Titles
&
Meta
DescripHons
Search
Friendly
URLs
www.na?onalgeographic.com/animals/african-‐elephants
Single
domain
Shallow
folder
structure
with
relevant
words
Keywords
in
page
name,
separated
by
hyphen
Search
UN-‐Friendly
URLs
Xyz3.na?onalgeographic.com/a/?q=31z&mg=vv7z&sd=8
Unnecessary
Subdomain
Dynamic
URLs
don’t
perform
as
well
as
sta?c
and
engines
recommend
against
more
than
two
parameters
No
keywords
in
the
URL
string
Fixing
Broken
Links
&
404s
30. MOISES.CIELAK.NET
14/03/15
@mcielak
30
Image
Alt
ASributes
Good
keyword
usage
in
the
alt
tag
Not
So
Important
Meta
Keywords
Tag
H1,
H2,
H(x)
Tags
31. MOISES.CIELAK.NET
14/03/15
@mcielak
31
Search
Engine
“Submission”
Keyword
Research
+
TargeHng
The
Goals
of
Keyword
Research
Determine
RelaHve
Volume
Levels
32. MOISES.CIELAK.NET
14/03/15
@mcielak
32
IdenHfy
High
Value
Keywords
Predict
the
Effort
Required
to
Rank
Well
Choose
the
“Best”
Words/Phrases
to
Target
The
Keyword
Demand
Landscape
34. MOISES.CIELAK.NET
14/03/15
@mcielak
34
Tools
&
TacHcs
for
Brainstorming
&
Refining
Your
Seed
List
Salespeople
&
Customers
Google
AdWords
Tool
Be
Wary
of
Match
Type
h^ps://adwords.google.com/select/KeywordToolExternal
35. MOISES.CIELAK.NET
14/03/15
@mcielak
35
MS
AdCenter
Excel
Plug-‐In
www.seomoz.org/blog/using-‐the-‐adcenter-‐excel-‐plugin-‐for-‐keyphrase-‐research
Google
Trends
Not
Very
Accurate
Sign
In
for
Y-‐Axis
Numbers
Internal
Site
Search
Stats
CompeHHve
Keyword
Research
Restrict
query
to
compe?tor’s
domain
36. MOISES.CIELAK.NET
14/03/15
@mcielak
36
The
Keyword
Research
Process
Start
with
Your
Seed
List
Create
Spreadsheet
w/
these
Columns
Get
Google
Search
Demand
Numbers
37. MOISES.CIELAK.NET
14/03/15
@mcielak
37
GuessHmate
Conversion
Rate
Numbers
Or
Use
PPC
Campaign
Data
Add
Keyword
Difficulty
Data
for
Top
Terms
We
like
using
a
weighted
average
of
the
Page
Authority
metric
Target
High
Volume,
High
Value,
Low
Difficulty
Terms
First
38. MOISES.CIELAK.NET
14/03/15
@mcielak
38
Measuring
Keyword
Difficulty
&
CompeHHon
Run
Queries
for
Desired
Term
+
Engine
Watch
for
ver?cal
results,
which
can
skew
CTRs
&
visibility
Conduct
a
CompeHHve
Analysis
of
Metrics
Tools
Can
Help
Provide
Scores
39. MOISES.CIELAK.NET
14/03/15
@mcielak
39
Tools
Can
Help
Provide
Scores
www.seomoz.org/mozbar
Link
Building
Strategies
What
Goals
Can
Link
Building
Help
Us
Achieve?
Bolster
Individual
Rankings
40. MOISES.CIELAK.NET
14/03/15
@mcielak
40
Improve
a
Domain’s
Ability
to
Rank
Pages
Achieve
More
Complete
IndexaHon
Drive
Traffic
&
Branding
Awareness
Send
ConverHng
Traffic
Image
Credit:
websiteop?miza?on.com
41. MOISES.CIELAK.NET
14/03/15
@mcielak
41
The
8
Basic
Kinds
of
Link
Building
#1
-‐
Manual
Link
Submissions/Requests
#2
-‐
CompeHHve
Link
Research/AcquisiHon
#3
-‐
Links
via
Embedded
Content
43. MOISES.CIELAK.NET
14/03/15
@mcielak
43
#8
-‐
Link
ReclamaHon
Matching
the
Right
Link
Building
Strategies
to
Your
OrganizaHon’s
SEO
Goals
Links
for
Individual
Rankings
Links
for
Domain
“Authority”
44. MOISES.CIELAK.NET
14/03/15
@mcielak
44
Links
for
IndexaHon
Links
for
Traffic
&
Branding
Links
for
Conversion
Using
Tools
&
Processes
to
Ease
the
Challenges
of
Link
Building
45. MOISES.CIELAK.NET
14/03/15
@mcielak
45
Tools
for
CompeHHve
Link
Research
•
Yahoo!
Site
Explorer
&
Link
Commands
•
Open
Site
Explorer
•
Top
Pages
•
Google
Blog
Search
Yahoo!
Site
Explorer
Direc?onally
indica?ve
within
~50%
Not
necessarily
followed
&
in
a
somewhat
random
order
Yahoo!
Link
Commands
Less
“accurate”
than
Site
Explorer
Lots
of
cool,
useful
modifiers
available
Yahoo!
Link
Commands
Full
list
available
in
PRO
Guide
to
Advanced
Search
Operators:
www.seomoz.org/ar?cle/the-‐professionals-‐guide-‐to-‐advanced-‐search-‐operators
46. MOISES.CIELAK.NET
14/03/15
@mcielak
46
Open
Site
Explorer
Open
Site
Explorer
Highly
Correla?on
w/
Rankings
Data
updates
monthly
from
the
Linkscape
web
index
(approx.
60%
the
size
of
Yahoo!/Google/Bing)
Open
Site
Explorer
Poor
Anchor
Text
Spells
Opportunity
Link
Intersect
Link
Intersect
uses
the
same
principle
–
sites
w/
links
in
common
that
don’t
point
to
you.
47. MOISES.CIELAK.NET
14/03/15
@mcielak
47
Top
Pages
Find
which
pages
are
earning
links
(your
own
&
compe?tors)
404s?
Reclaim
them!
Metrics
for
EvaluaHng
a
Link’s
Value
•
Numeric
(Objec?ve)
Metrics
•
Subjec?ve
Metrics
•
A^ainability
and
Effort
Numeric
Metrics
for
Link
ValuaHon
•
#
of
Linking
Root
Domains
to
URL
•
#
of
Linking
Root
Domains
to
Domain
•
Homepage
PageRank
vs.
Domain
mozRank
•
URL
PageRank
vs.
URL
mozRank
•
#
of
Links
to
the
Page
(Yahoo!,
GG
Blogsearch,
Linkscape)
•
Twi^er
men?ons
(Backtweets.com)
Numeric
Metrics
(Backtweets)
Results
count
(in
a
weird
loca?on)
48. MOISES.CIELAK.NET
14/03/15
@mcielak
48
SubjecHve
Metrics
for
Link
ValuaHon
•
Brand
name
reach/recogni?on
•
Quality
of
other
links
on
page/site
(Bing
-‐
Linkfromdomain)
•
A^ainability
and
Effort
Jumping
through
Hoops
(via
WKA
on
Flickr)
Scalable
Link
AcquisiHon
Processes
•
Wri^en
Process
+
Checklist
•
Tools
+
Metrics
for
Quick
Analysis
•
Training
&
Incen?ng
Link
Builders
•
Building
&
Refining
a
Link
Acquisi?on
Funnel
WriSen
Process/Checklist
Checklist
(via
adesigna
on
Flickr)
•
Run
through
the
link
building
process
yourself
•
Document
every
step
thoroughly
•
Pass
it
on
to
others
(w/
some
training
?me)
Tools
for
Quick
Analysis
Get
usable
metrics
quickly
as
you
surf
49. MOISES.CIELAK.NET
14/03/15
@mcielak
49
Tools
for
Quick
Analysis
HORA
DE
REGRESAR
POR
FAVOR
Training
&
IncenHng
Link
Builders
Training
Camp
(via
Gil
Searcy
on
Flickr)
•
Do
link
building
together
•
Create
consistent
metrics
•
Reward
like
a
sales
team
•
Record
reasons
why
links
didn’t
happen
(like
objec?ons
to
sales)
and
work
on
these
(things
like
design
quality,
affilia?ons,
language,
etc.
will
come
up)
Building
a
Link
AcquisiHon
Funnel
Visit
Link-‐Targeted
Content
Grab
Link
Code
Link
to
the
Site
Social
Media
&
the
Web’s
Influencers
50. MOISES.CIELAK.NET
14/03/15
@mcielak
50
Influencers
on
the
Web
The
Power
of
the
“LinkeraH”
Content
that
Appeals
to
Influencers
Making
Content
Easy
to
Share
51. MOISES.CIELAK.NET
14/03/15
@mcielak
51
Making
Content
Easy
to
Share
IncenHng/Rewarding
Link
Behaviors
CannibalizaHon
of
the
Link
Graph
MMM… LINK
GRAPHS ARE
DELICIOUS!
The
Rise
of
the
Social
Graph
52. MOISES.CIELAK.NET
14/03/15
@mcielak
52
Algorithmic
Ranking
Factors
You
have
to
do
these
right,
before
you
can
do
these
right
53. MOISES.CIELAK.NET
14/03/15
@mcielak
53
Sí
comparo
precios
en
Internet
y/o
?endas
€sicas
Sí
comparo
precios
en
dis?ntas
?endas
€sicas
solamente
No
comparo
precios
Asociación
Mexicana
de
Internet
(AMIPCI).
Presentado
por
VISA
Asociación
Mexicana
de
Internet
(AMIPCI).
Presentado
por
VISA
54. MOISES.CIELAK.NET
14/03/15
@mcielak
54
h^p://www.paypal.es/es
Sencillez
Seguridad
Rapidez
Global
h^p://www.paypal.es/es
Opciones
de
pago
Seguridad
Fácil
de
añadir
Bases
de
datos
h^p://www.paypal.es/es
55. MOISES.CIELAK.NET
14/03/15
@mcielak
55
Introducción al SEO Introducción al SEO Moises .Cielak.Net
El posicionamiento en buscadores u Optimización de motores de búsqueda es el
proceso de mejorar la visibilidad de un sitio web en los resultados orgánicos de los
diferentes buscadores (Google, Bing, Yahoo, Yandex, Baidu, Duck duck Go)
SEO = Search Engine Optimization
SEO = OPTIMIZAR, OPTIMIZAR y OPTIMIZAR
Introducción al SEO
SEO vs SEM
Moises .Cielak.Net Introducción al SEO
Google Bot
Moises .Cielak.Net
56. MOISES.CIELAK.NET
14/03/15
@mcielak
56
Introducción al SEO
Algortimo
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Resultados de Búsqueda
Moises .Cielak.Net
Introducción al SEO
Conceptos básicos
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura
Moises .Cielak.Net
57. MOISES.CIELAK.NET
14/03/15
@mcielak
57
Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura Contenido
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura Contenido
Popularidad
Moises .Cielak.Net
Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura Contenido
Popularidad
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Estructura
Moises .Cielak.Net
58. MOISES.CIELAK.NET
14/03/15
@mcielak
58
Introducción al SEO Carles Duarte - @cduarte23
Estructura
Estructura de Urls
Estructura de código HTML
robots.txt
sitemap.xml
Enlaces internos
Tiempo de carga
Dominio
Servidor web
HTML5
Metadatos
URL indexadas
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Contenidos
Moises .Cielak.Net
Introducción al SEO Carles Duarte - @cduarte23
Contenidos
Número de palabras
Autor del contenido
Uso de cabeceras <h1>, <h2>, <h3>
Imágenes dentro del contenido
Vídeo dentro del contenido
Añadir tweets, slideshares y otros.
Comentarios
Uso de negritas y cursivas
Faltas de ortografía
Densidad de la palabra clave
Semántica
Palabras clave al inicio
Titulos y descripciones
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Link building
Moises .Cielak.Net
59. MOISES.CIELAK.NET
14/03/15
@mcielak
59
Introducción al SEO Carles Duarte - @cduarte23
Link building
Número de enlaces
Calidad de los enlaces
Anchor text
Distribuición de anchor
Tendencia de creación de enlaces
Enlaces salientes
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Herramientas SEO
Moises .Cielak.Net
Introducción al SEO Carles Duarte - @cduarte23
Herramientas SEO
Webmaster Tools
Google Analytics
Screaming Frog, Xenu
Majestic SEO, Ahrefs, OSE
SEMRush
BrowSEO
Keyword Planner, UbberSuggest
Google Trends
Rank traker, Advance Web Ranking
GtMetrix, Pingdom tools
Excel
SEOQuacke
Lynx
Chrome Extensions
Panguin Tools
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
“Mejoras” del algoritmo
60. MOISES.CIELAK.NET
14/03/15
@mcielak
60
Introducción al SEO Carles Duarte - @cduarte23
Extensiones de Chrome
Check my links
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Extensiones de Chrome
Check my links
PageRank Status
SEO Quacke
MozBar
Redirect Patch
Wappalyzer
Moises .Cielak.Net
ADWORDS
Ventajas
de
PPC
• Empezar
con
poco
presupuesto
• Foco
en
mercados
muy
específicos
• Alto
ROI
• Medir
e
incrementar
de
forma
con?nua
la
diferenciación
y
segmentación,
obtenemos
mejor
posicionamiento
61. MOISES.CIELAK.NET
14/03/15
@mcielak
61
Keywords,
copy,
página
de
aterrizaje,
alta
concordancia.
Incrementaría
el
Quality
Score
Es
decir
alta
relevancia
entre
todo
esto
muchas
campañas
y
grupos
de
publicidad
entre
mejor
entrelazados
mejor
3
elementos
62. MOISES.CIELAK.NET
14/03/15
@mcielak
62
Google
?ene
una
herramienta
propia
para
op?mizar
KW´s
1.
Compe?dores
2.
geotarge?ng
3.
orientación
a
problemas
Tipos
de
matches
Cada
AD
se
diseña
para
las
KW
Alta
relevancia
para
la
busqueda
Relevancia
que
invite
a
dar
click
Muy
específica
sobre
un
call
to
ac?on
63. MOISES.CIELAK.NET
14/03/15
@mcielak
63
Quality
Score:
el
secreto
del
posicionamiento
Quality
Score
¿Tienes
buena
memoria?
Entonces
grábate
esto….!!!
64. MOISES.CIELAK.NET
14/03/15
@mcielak
64
Adwords
es….
Errores
en
SEO
Recordemos siempre que…
Cost Per Acquisition (CPA) vs. Customer
Lifetime Value (CLTV)
Para que sea sostenible, la ecuación tiene que lucir más bien así…..
CPA < CLTV
Depende de estrategias muy puntuales, tales como el Pedido Promedio * Average Order
Value (AOV) y sus márgenes
#Boticca 2
5
5
SEARCH ENGINE MARKETING (SEM)
What is it?
– Google Adwords
– Display Advertising
– Video/Youtube Ads
What you need to measure
– CPCs, CTRs, Impressions, CPLs
Pros
– It’s immediate!
– Fastest way to scale
– Very measureable
Cons
– Dependency on Google
– Can become very expensive
– Large budgets required
Who does it work for
– Businesses who sell brand name or
commoditised products
– Businesses with high AOVs and margins
Mistakes we made:
– Burned through lots of budget before realizing it
wasn’t for us
– Too much Adwords optimization, not enough
onsite
TEST BUDGET: > 10,000 Per Month
25
6
65. MOISES.CIELAK.NET
14/03/15
@mcielak
65
PAID CHANNELS: AFFILIATE MARKETING
What is it?
– Performance-based marketing that
rewards partner sites (affiliates) for
referring traffic and customers
What you need to measure
– CPCs, CTRs, Impressions, CPLs
Pros
– CPA-effective
– Very measureable
Cons
– Affiliate recruitment time/resource
intensive
– Takes a while to scale
– Limits to how much it can be scaled
– Technical integration
Who does it work for
– Businesses who can offer some margin
to partners
Mistakes we made:
– Underestimated how time consuming this
channel can be
– Didn’t put enough budget aside to book and
schedule tenancies to push top affiliates
TEST BUDGET: > 3,000 Per Month
2
5
7
PAID CHANNELS: LEAD & EMAIL MARKETING
What is it?
– Acquisition of leads (subscribers/emails)
and activation via regular email marketing
What you need to measure
– CPLs, Activation Rates
Pros
– Ability to segment and send personalized
messages directly
– Ability to retain customers
– Ability to A/B test
Cons
– Results are not immediate
– Deliverability and renderability are key to
success
Who does it work for
– Most online businesses that offer
constantly new products or services (not
so effective with content-led businesses)
Mistakes we made:
– Drew conclusions from database sizes that
were too small (less than 50,000)
– Got some emails from competitions (lower
quality)
TEST BUDGET: > 5,000 Per Month
(1-3 per email)
#Boticca 2
5
8
PAID CHANNELS:
RETARGETING
What is it?
– Targeting users off-site when prior visits
didn’t result in a conversion to bring
them back on-site
What you need to measure
– CPCs, CTRs
Pros
– When optimised, is usually quite a
CPA-effective channel
– Can be personalised (should be)
Cons
– Need traffic volume
– Technical integration
– When done poorly, it can look like
stalking
Who does it work for
– Most online businesses that where the
ultimate call to action is a sale or
conversion
Mistake we made:
– Used bigger retargeting specialists
like Criteo who offer no customization
of banners (looked ugly)
TEST BUDGET: > £2,000 Per Month
#Boticca 2
5
9
PAID CHANNELS: SOCIAL
(FOR START-UPS, IT’S NOT
FREE)
What is it?
– Advertising and performance-based
marketing on social media platforms such
as Facebook, Twitter etc.
What you need to measure
– Member base and referral traffic
– CPLs, CTRs
Pros
– Deep segmentation capabilities
– Direct engagement with your users
– SEO benefits as social signals are
factored into Google’s algorithms
Cons
– Generally an expensive and low
conversion channel with poor ROI channel
Who does it work for
– Content-heavy websites
– Nobody in ecommerce for driving sales on
a CPA-basis (as far as I know!)
Mistakes we made:
– Thought we could use social media to drive
sales!
– Spent time on networks which were popular
but didn’t have our customer demographics
TEST BUDGET: > £1,000 Per Month
#Boticca 2
6
0
66. MOISES.CIELAK.NET
14/03/15
@mcielak
66
“FREE” CHANNELS: SEO &
CONTENT MARKETING
What is it?
– Raising the visibility of your website to
appear in natural search rankings of
Google… I mean, search engines
What you need to measure
– Natural search traffic and conversion
– Individual keyword rankings
– Site performance/speed
– Domain authority and backlinks quality
Pros
– Quality, targeted traffic
– Content marketing can also help PR/
branding
Cons
– To be done well, requires technical
resource
– Time-consuming
– Good content marketing campaigns are hit
or miss
– At the mercy of Google and their
constantly changing algorithms
Who does it work for
– Pretty much everybody
Mistakes we made:
– Didn’t think it would take that long to scale
– Didn’t put enough tech resource behind it
– Releasing too many SEO-focused tech
changes at a time
#Boticca 2
6
1
“FREE” CHANNELS: PR &
BLOGGERS
What is it?
– Spreading the word about your business
via articles in the press (online/print) and
via bloggers
What you need to measure
– Publications and bloggers that work/don’t
work
– Time/effort vs. returns
Pros
– Elevates brand and trust which in turn has
a positive effect on the conversion rate of
other channels
– High ROI
Cons
– Not easily replicable (PR)
– Hard to measure ROI (PR)
Who does it work for
– Pretty much everybody but you constantly
need to have a story/hook with new
information (with press)
Mistakes we made:
– Focused too much on business press as
opposed to consumer press early on
– Overestimated how much you can scale
blogger marketing
TEST BUDGET: >£1,000 (for bloggers)
#Boticca 2
6
2
OTHER THINGS TO
CONSIDER & SOME MORE
TIPS
Don’t be afraid to test several channels and figure out what works for you
Don’t rely on one channel: have a mix
Data, data, data: Let the numbers be your guide
Depending on the channel mix, a good monthly test budget would be > £15,000-£20,000
Don’t forget to focus on the other fundamentals such as a strong, well-defined brand and
a flawless customer experience
And never forget: CPA < CLTV
#Boticca 2
6
3