This document summarizes key digital marketing trends and provides action items for wineries. It discusses how consumers are increasingly online and using mobile/social media platforms like YouTube and Instagram. Wineries should segment their customer data and create targeted digital ad campaigns for different segments like wine club members. Retargeting campaigns and lookalike audiences can help find new customers. Tracking analytics is important. Video is becoming more prominent so wineries should consider video content. SEO and SEM can work together to help wineries rank higher and drive organic traffic when done effectively. Ratings and reviews from customers are also highly influential.
This talk took place at Bristol University on 30th April 2019.
In this talk, we will present different components of a digital marketing campaign and their impact on business. We will introduce elements of Brand Awareness, Social Media, Pay-Per-Click (PPC) campaigns and, especially, advantages of SEO (Search Engine Optimisation). We will also look at the examples of user behaviour and perception in terms of a company's digital marketing activities.
From its earliest uses for monitoring brand health and crisis management, social analytics has evolved into the most important asset for deep consumer insights and brand engagement. However, failure to keep pace with rapid technological evolution of the social web creates gaps in the consumer insights used to fuel critical business decisions across your enterprise.
Watch now and learn as we uncover the 5 hottest trends in social media analytics including:
Converged media
Facebook topic data
Visual listening
Audience analytics
Integration with other data sources
Search & Social: 3 Data Packed Tips to Finding your Customers OnlineMark Irvine
Google or Facebook? Where's the best investment on your limited advertising budget?
Learn the strengths of each network and how to leverage them together to make them work even better!
Whether customer care is looking to deliver timely responses to ensure the highest customer satisfaction or marketing is looking to amplify the message of a brand advocate to increase brand equity, accurately pinpointing the conversations that matter most to your brand can reduce customer care costs and maximize your reach.
Watch now to hear the top 3 benefits of deploying best of breed analytics and engagement platforms, NetBase and Spredfast, and how they allow brands an unprecedented way to find customer stories and join the conversation.
You will also learn to:
Segment and prioritize conversations for customer care
Recognize crisis situations faster
Amplify the message of brand advocates
Drive opportunities down the purchase funnel
As digital technology continues to evolve, so do the channels by which businesses can reach customers all over the world. This presentation covers some of the basic methods:
• Display Advertising
• Search Engine Marketing (SEM)
• Affiliate Marketing
• Mobile Marketing
• Email Marketing
• Social Media Marketing
All of these digital channels call for a much more targeted and interactive approach than traditional marketing. By choosing a primary content platform and engaging customers with a consistent stream of high-quality content, businesses of any size can achieve digital marketing success - both in their local market and globally.
This talk took place at Bristol University on 30th April 2019.
In this talk, we will present different components of a digital marketing campaign and their impact on business. We will introduce elements of Brand Awareness, Social Media, Pay-Per-Click (PPC) campaigns and, especially, advantages of SEO (Search Engine Optimisation). We will also look at the examples of user behaviour and perception in terms of a company's digital marketing activities.
From its earliest uses for monitoring brand health and crisis management, social analytics has evolved into the most important asset for deep consumer insights and brand engagement. However, failure to keep pace with rapid technological evolution of the social web creates gaps in the consumer insights used to fuel critical business decisions across your enterprise.
Watch now and learn as we uncover the 5 hottest trends in social media analytics including:
Converged media
Facebook topic data
Visual listening
Audience analytics
Integration with other data sources
Search & Social: 3 Data Packed Tips to Finding your Customers OnlineMark Irvine
Google or Facebook? Where's the best investment on your limited advertising budget?
Learn the strengths of each network and how to leverage them together to make them work even better!
Whether customer care is looking to deliver timely responses to ensure the highest customer satisfaction or marketing is looking to amplify the message of a brand advocate to increase brand equity, accurately pinpointing the conversations that matter most to your brand can reduce customer care costs and maximize your reach.
Watch now to hear the top 3 benefits of deploying best of breed analytics and engagement platforms, NetBase and Spredfast, and how they allow brands an unprecedented way to find customer stories and join the conversation.
You will also learn to:
Segment and prioritize conversations for customer care
Recognize crisis situations faster
Amplify the message of brand advocates
Drive opportunities down the purchase funnel
As digital technology continues to evolve, so do the channels by which businesses can reach customers all over the world. This presentation covers some of the basic methods:
• Display Advertising
• Search Engine Marketing (SEM)
• Affiliate Marketing
• Mobile Marketing
• Email Marketing
• Social Media Marketing
All of these digital channels call for a much more targeted and interactive approach than traditional marketing. By choosing a primary content platform and engaging customers with a consistent stream of high-quality content, businesses of any size can achieve digital marketing success - both in their local market and globally.
The Digital Marketing Travel Strategy for 2016 - Alexandra TudorCanopy
What digital marketing strategies can play a major role in developing a business from the Travel segment? Alexandra Tudor - PPC Architect Canopyst - had some valuable insights @Lumea SEO PPC event - April 2016.
Walk in Your Donor Prospect's Shoes and Learn How to Drive Them to Action - R...RedEngine Digital
Presentation Summary:
Come to this session and walk a mile in your donor's shoes. We'll walk you through the donor conversion funnel - from the donor's perspective - from awareness to engagement to transaction, and help you understand how to use specific tactics to create your ideal donor multi-channel funnel. You'll learn how content marketing, advertising, social media, mobile and conversion optimization collaborate and integrate to form the funnel that drives a prospect to become your donor.
Learning Outcome #1:
Understand what a donor prospect sees during the process of first becoming interested in a cause, through finding a nonprofit, and finally making a donation
Learning Outcome #2:
See how different marketing strategies impact each other and eventually lead to compounding results
Learning Outcome #3:
Understand how collaboration is vital to success and apply learned tips and tactics to your fundraising efforts
- Liz Murphy, Founder, RedEngine Digital @lizred
- Rosa Del Angel, VP of Strategy, RedEngine Digital, @rdelangel
- Brian Rogel, Associate Director of SEO and SEM, RedEngine Digital, @BrianRogel
Is your keyword marketing strategy working? Are you generating magnetic content that draws visitors to your website. Here are some tips that will help turbo charge your efforts
SEO is beyond keywords and links. Here are future trends for the role of SEO that focuses on a customer centric, integrated marketing approach, Presented by Lee Odden, CEO of TopRank Online Marketing at OMWeek in Madrid, Spain.
Marketers continuously strive to deliver personalized content to their audience, using engagement with their brand - and similar brands - as a primary driver. But personalization extends far beyond brand interaction.
The rise of social media and social networks has opened a door for marketers. Audiences are revealing more about themselves now than ever before: the things they like, want, need, and care about. Marketers now hold the key to boosting campaign performance.
Holiday Facebook Ads, the Ultimate Gift to Your BusinessGODigitalMarketing
Join G/O Digital and Facebook in this webinar to learn the benefits of social ads as a holiday marketing tool and how to use them to craft the perfect last-minute social campaign.
In this webinar, you will learn:
- The habits of social shoppers
- How to reach holiday shoppers with a social ads strategy
- The most effective ways to take advantage of the season’s spending
- And much more!
Top Drivers of Marketing Success – What to Budget for in 2015Planimedia
In an industry where the pace of change has never been greater, staying ahead has never been more challenging. BAI Retail Delivery will help transform you from the leader you are now, to the visionary you want to be. Giving you actionable insights and inspiration that will help you stay ahead of your competition.
Holiday Fundraising Tips for Your Search and Display Advertising! RedEngine Digital
Download our presentation from the Engaging Networks conference where we shared tips and strategies for developing strategic and high-response search advertising and integrated display campaigns. Also learn more about the Google Grants program and how you can take advantage of it for your org!
Deconstructing Integration (and How to Put It All Together for Best Results) ...RedEngine Digital
Successful integrated marketing is made up of a lot of pieces - and isn't just about the various channels. Walk through all the elements you need to consider when planning and launching integrated, multi-channel campaigns, including organization, structure, technology, messaging, data, timing, budgeting, attribution and even competition. Hear how Special Olympics has aligned their internal staff and departments to efficiently integrate their channels and campaigns for both their national organization and also for its state programs. And see examples of successful integrated campaigns from Special Olympics and other organizations. This will be an interactive session, so bring your problems and solutions to the group!
Learning Outcome #1:
Discussion on the best organizational structure for integration
Learning Outcome #2:
Learn how each individual marketing element and channel can and should work in concert with others
Learning Outcome #3:
Tips on obstacles and solutions to integrated marketing
Presenters:
Olga Woltman, Director, Online Giving, Special Olympics
Liz Murphy, Founder, RedEngine Digital
The Joys and Failures of the Holiday Season: What Worked, What Didn't in Digi...RedEngine Digital
Packed with digital fundraising, membership and lead-gen dos & don’ts, and ROI-driven ideas, this session will inspire your 2015 digital campaigns and supercharge your results. RedEngine Digital will highlight case studies from Special Olympics and other nonprofits and associations that will stimulate new ideas and deliver best-practice takeaways.
Twitter: @redengine | @DMANF
Liz Murphy
Founder
RedEngine Digital
Olga Woltman
Director, Online Giving
Special Olympics
Rosa Del Angel
VP of Strategy and Client Services
RedEngine Digital
Twitter: @rdelangel
DLSU Manila Technical Digital Marketing GuideJomer Gregorio
March 17, 2017. De La Salle University Manila. I shared my hands-on experience in launching a digital marketing campaign that is compatible for small, medium and large business models.
I offered some technical guide that would allow students to explore the world of digital marketing in a strategic manner.
Thanks to JEMA (Junior Entrepreneurs’ Marketing Association) for inviting me. I hope to see you again soon.
Official pics: https://www.facebook.com/jomerbgregorio/posts/1582066558500957
Adobe Digital Insights has released its 2018 online Holiday shopping recap report. From record breaking revenue numbers on mobile devices, exponential B.O.P.I.S. (Buy Online Pick-Up In Store) growth, to the hottest products sold throughout the season, this report has everything you need to analyze and understand the busiest time of year for retailers.
The numbers are in and your organic reach on Facebook is declining. So what does this mean? The free ride is over. In this presentation we discuss the new reality of reaching people on Facebook and how your brand can effectively connect with your customers. Topics include:
• The decline of Facebook reach
• Facebook’s advertising capabilities
• How to get the most bang for your buck with Facebook advertising
• Utilizing user generated content to engage your audience in an authentic way
• Serving up relevant messaging to the right people
You can watch the webinar recording here: http://info.momentfeed.com/authenticity-matters-1-on-demand.html
This project developed an analytics, reporting, and insights strategy for Best Buy’s e-commerce site. The project focuses on KPIs and strategy audits, goal setting and conversion tagging plans, advertising and marketing effectiveness, audience segmentations, and provides analytics recommendations.
This project was conducted in 2017 for academic purposes and the attached presentation illustrates an overview of the final document.
The people you draw to your website will be at all stages of the buying process, with some just starting to do research and some ready to buy. Content is a great way to the keep people at earlier stages of the buying process on your site and coming back until they are ready to purchase. Most people spend the day wading through emails, blogs, and websites, trying to determine what's relevant and worth their time. To draw them to your site versus your competitors', you're going to need quality content that makes your website the strongest in your field.
Digital Marketing Plan for Shirt Lockers (non-real company).
This plan was created during my year coursing the Professional Diploma in DIgital Marketing in the Institute of Direct and Digital Marketing (the IDM) in London.
Peter J. Bohan - Resume (as of 12.15.15)Peter Bohan
Digital marketer seeking a full-time position focused on acquisition and growth at an established but smaller brand, startup, or agency (I'm open minded!). I can be strategic and creative whenever needed, but thrive on DOING: rolling up my sleeves, getting my hands dirty, and getting the job DONE.
Digital Media Marketing for Auto DealersPatsy Stewart
This presentation is targeted for Auto Dealers to help them gain awareness of digital media and see how they can integrate social media with their traditional marketing. The automotive industry is ready for this move, dealers need to understand it.
Marketing in the Internet Age: Understanding Your Options and Avoiding Common...Holony Media
The internet is the most powerful marketing tool in existence, but the options and complexity can be dizzying. This crash course will explore the online marketing ecosystem, detail common scams and missteps, and help you make better use of your marketing and advertising budget.
The Digital Marketing Travel Strategy for 2016 - Alexandra TudorCanopy
What digital marketing strategies can play a major role in developing a business from the Travel segment? Alexandra Tudor - PPC Architect Canopyst - had some valuable insights @Lumea SEO PPC event - April 2016.
Walk in Your Donor Prospect's Shoes and Learn How to Drive Them to Action - R...RedEngine Digital
Presentation Summary:
Come to this session and walk a mile in your donor's shoes. We'll walk you through the donor conversion funnel - from the donor's perspective - from awareness to engagement to transaction, and help you understand how to use specific tactics to create your ideal donor multi-channel funnel. You'll learn how content marketing, advertising, social media, mobile and conversion optimization collaborate and integrate to form the funnel that drives a prospect to become your donor.
Learning Outcome #1:
Understand what a donor prospect sees during the process of first becoming interested in a cause, through finding a nonprofit, and finally making a donation
Learning Outcome #2:
See how different marketing strategies impact each other and eventually lead to compounding results
Learning Outcome #3:
Understand how collaboration is vital to success and apply learned tips and tactics to your fundraising efforts
- Liz Murphy, Founder, RedEngine Digital @lizred
- Rosa Del Angel, VP of Strategy, RedEngine Digital, @rdelangel
- Brian Rogel, Associate Director of SEO and SEM, RedEngine Digital, @BrianRogel
Is your keyword marketing strategy working? Are you generating magnetic content that draws visitors to your website. Here are some tips that will help turbo charge your efforts
SEO is beyond keywords and links. Here are future trends for the role of SEO that focuses on a customer centric, integrated marketing approach, Presented by Lee Odden, CEO of TopRank Online Marketing at OMWeek in Madrid, Spain.
Marketers continuously strive to deliver personalized content to their audience, using engagement with their brand - and similar brands - as a primary driver. But personalization extends far beyond brand interaction.
The rise of social media and social networks has opened a door for marketers. Audiences are revealing more about themselves now than ever before: the things they like, want, need, and care about. Marketers now hold the key to boosting campaign performance.
Holiday Facebook Ads, the Ultimate Gift to Your BusinessGODigitalMarketing
Join G/O Digital and Facebook in this webinar to learn the benefits of social ads as a holiday marketing tool and how to use them to craft the perfect last-minute social campaign.
In this webinar, you will learn:
- The habits of social shoppers
- How to reach holiday shoppers with a social ads strategy
- The most effective ways to take advantage of the season’s spending
- And much more!
Top Drivers of Marketing Success – What to Budget for in 2015Planimedia
In an industry where the pace of change has never been greater, staying ahead has never been more challenging. BAI Retail Delivery will help transform you from the leader you are now, to the visionary you want to be. Giving you actionable insights and inspiration that will help you stay ahead of your competition.
Holiday Fundraising Tips for Your Search and Display Advertising! RedEngine Digital
Download our presentation from the Engaging Networks conference where we shared tips and strategies for developing strategic and high-response search advertising and integrated display campaigns. Also learn more about the Google Grants program and how you can take advantage of it for your org!
Deconstructing Integration (and How to Put It All Together for Best Results) ...RedEngine Digital
Successful integrated marketing is made up of a lot of pieces - and isn't just about the various channels. Walk through all the elements you need to consider when planning and launching integrated, multi-channel campaigns, including organization, structure, technology, messaging, data, timing, budgeting, attribution and even competition. Hear how Special Olympics has aligned their internal staff and departments to efficiently integrate their channels and campaigns for both their national organization and also for its state programs. And see examples of successful integrated campaigns from Special Olympics and other organizations. This will be an interactive session, so bring your problems and solutions to the group!
Learning Outcome #1:
Discussion on the best organizational structure for integration
Learning Outcome #2:
Learn how each individual marketing element and channel can and should work in concert with others
Learning Outcome #3:
Tips on obstacles and solutions to integrated marketing
Presenters:
Olga Woltman, Director, Online Giving, Special Olympics
Liz Murphy, Founder, RedEngine Digital
The Joys and Failures of the Holiday Season: What Worked, What Didn't in Digi...RedEngine Digital
Packed with digital fundraising, membership and lead-gen dos & don’ts, and ROI-driven ideas, this session will inspire your 2015 digital campaigns and supercharge your results. RedEngine Digital will highlight case studies from Special Olympics and other nonprofits and associations that will stimulate new ideas and deliver best-practice takeaways.
Twitter: @redengine | @DMANF
Liz Murphy
Founder
RedEngine Digital
Olga Woltman
Director, Online Giving
Special Olympics
Rosa Del Angel
VP of Strategy and Client Services
RedEngine Digital
Twitter: @rdelangel
DLSU Manila Technical Digital Marketing GuideJomer Gregorio
March 17, 2017. De La Salle University Manila. I shared my hands-on experience in launching a digital marketing campaign that is compatible for small, medium and large business models.
I offered some technical guide that would allow students to explore the world of digital marketing in a strategic manner.
Thanks to JEMA (Junior Entrepreneurs’ Marketing Association) for inviting me. I hope to see you again soon.
Official pics: https://www.facebook.com/jomerbgregorio/posts/1582066558500957
Adobe Digital Insights has released its 2018 online Holiday shopping recap report. From record breaking revenue numbers on mobile devices, exponential B.O.P.I.S. (Buy Online Pick-Up In Store) growth, to the hottest products sold throughout the season, this report has everything you need to analyze and understand the busiest time of year for retailers.
The numbers are in and your organic reach on Facebook is declining. So what does this mean? The free ride is over. In this presentation we discuss the new reality of reaching people on Facebook and how your brand can effectively connect with your customers. Topics include:
• The decline of Facebook reach
• Facebook’s advertising capabilities
• How to get the most bang for your buck with Facebook advertising
• Utilizing user generated content to engage your audience in an authentic way
• Serving up relevant messaging to the right people
You can watch the webinar recording here: http://info.momentfeed.com/authenticity-matters-1-on-demand.html
This project developed an analytics, reporting, and insights strategy for Best Buy’s e-commerce site. The project focuses on KPIs and strategy audits, goal setting and conversion tagging plans, advertising and marketing effectiveness, audience segmentations, and provides analytics recommendations.
This project was conducted in 2017 for academic purposes and the attached presentation illustrates an overview of the final document.
The people you draw to your website will be at all stages of the buying process, with some just starting to do research and some ready to buy. Content is a great way to the keep people at earlier stages of the buying process on your site and coming back until they are ready to purchase. Most people spend the day wading through emails, blogs, and websites, trying to determine what's relevant and worth their time. To draw them to your site versus your competitors', you're going to need quality content that makes your website the strongest in your field.
Digital Marketing Plan for Shirt Lockers (non-real company).
This plan was created during my year coursing the Professional Diploma in DIgital Marketing in the Institute of Direct and Digital Marketing (the IDM) in London.
Peter J. Bohan - Resume (as of 12.15.15)Peter Bohan
Digital marketer seeking a full-time position focused on acquisition and growth at an established but smaller brand, startup, or agency (I'm open minded!). I can be strategic and creative whenever needed, but thrive on DOING: rolling up my sleeves, getting my hands dirty, and getting the job DONE.
Digital Media Marketing for Auto DealersPatsy Stewart
This presentation is targeted for Auto Dealers to help them gain awareness of digital media and see how they can integrate social media with their traditional marketing. The automotive industry is ready for this move, dealers need to understand it.
Marketing in the Internet Age: Understanding Your Options and Avoiding Common...Holony Media
The internet is the most powerful marketing tool in existence, but the options and complexity can be dizzying. This crash course will explore the online marketing ecosystem, detail common scams and missteps, and help you make better use of your marketing and advertising budget.
This is a talk presented by Daniël Heerkens, Digital Marketing Strategy Director at 2Stallions Digital Marketing Agency at EuroCham on 15th May 2017. He is sharing insights on the rapidly changing digital landscape in Asia Pacific and how to translate the digital trends to one’s own marketing targets.
Overcome Holiday Marketing Challenges: How to Make the Best Use of Your Next ...Tinuiti
In this webinar, our Growth Media experts partnered with influencer marketing tool AspireIQ to discuss how you can get the best use out of your marketing spend during the holiday season, and see great results during a critical time of year.
The FREE Facebook Super Tool for Pinpointing Your Ideal Buyer5Four Digital
Audience Insights looks at trends about your current or potential customers across Facebook.
This data can help you improve your overall Facebook marketing strategy, including stronger buyer personas, more compelling content, and more insightful competitive research.
Best of all, it’s FREE!
Presented at DIRECT Wine conference by Ship Compliant to cover online best practices for winery Direct To Consumer (DTC) marketing. By Pete Harrison and Ron Scharman.
Digital Marketing for SMBs. Includes search marketing, both paid and organic, social media marketing and tracking ROAI (Return On Advertising Investment)
Social Media & Digital Marketing 2017 presented to the Exploits Regional Cham...Gray Press Media Inc.
Learn the basics of digital marketing to promote your small business. From the SEO to social media marketing:
- Facebook
- Twitter
- Instagram
- Pinterest
- LinkedIn
- YouTube
For more info, please visit www.graypressmedia.com
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Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marketing
1. 5 Hot DTC Digital
Trends and action
items for wineries
Presented by:
Ryan Neergaard
Director of Business Development
Astra Digital Marketing Services
2. About Me:
• Director of Business Development and
Social Media, Astra Digital Marketing
Services
• Currently leading a team responsible for
customer acquisition, engagement, and
conversion on website, social media, and
other relevant digital platforms
• 11 Years in Wine Tourism Media
Communications
• 100% Foamer!
• Every occasion should require bubbles to
be opened!
• My band HighNoon played at BottleRock
this last year for the second time!
• This last year I married the love of my life,
adopted our puppy Juno, and recently
purchased a home in Napa! 2019 was a
good year!
3. This session focuses on the latest significant global
digital marketing trends and actionable takeaways for
the DTC sector of the wine industry.
We’ll discuss how you can leverage Facebook,
Reviews, SEO, and SEM all with your current data and
demonstrate trackable ROI for your winery. And we’ll
leave you with action items you can implement for
your winery now.
Summary of This Session
6. WHAT’S CHANGED? FUNCTIONALITY VS.
EXPERIENCES
2019
The evolution from early 2000’s to present day, “personal computing”
has changed 10 fold.
2003
2007
2010 2012
2015 2016
2019
7. LOOKED AT ANOTHER WAY
The faithful gather in 2005 near St. Peter's
to witness Pope John Paul II's body being
carried into the Basilica for public viewing.
St. Peter's Basilica at the Vatican, on
March 13, 2017
8. LOOKED AT ANOTHER WAY
So What Does This Mean
for Me?
Let’s Check the Stats!
12. Stats as of February 2017
•234 Million Adults in U.S.
•14% High Frequency Drinkers
•= 33 Million HF Drinkers
•24% Occasional Drinker
•= 56 Million Occasional
Drinkers
•Total = 89 Million Prospects
13.
14. Device Time =
Mobile > TV
Television & Mobile Daily Time Spent (Non-
Deduped), USA
Source: BOND Internet Trends 2019
15. Online Platform
Time = YouTube +
Instagram
Gaining Most
% Internet Users Using Select Platforms >
1x per Day, Global
Source: BOND Internet Trends 2019
17. Internet Ad
Platforms = Google
+ Facebook Lead
but Others Gaining
Share
Select USA-Based Advertising Platform
Revenue, Global
Source: BOND Internet Trends 2019
21. People have always been visual - our brains are
wired for images. Writing was a hack, a detour.
Pictorial languages are how we all started to
communicate - we are coming full circle.
We are reverting to what is most natural.
Instagram challenges the notion that beauty
comes in a traditional, artsy form…
it’s not about beauty, it’s about the story you tell.
Kevin Systrom - Instagram Co-Founder, 5/19
“
”
25. The Number One Question in Wine Marketing
Is Facebook still relevant?
26. Facebook under scrutiny
• Violation of privacy
• An exodus of users
on the platform
• The advent of ”fake
news” and those
manipulating
misleading content
27. How did Facebook respond?
• A new mission on privacy
and transparency
• A major emphasis on
stories and “authentic
content”
• Focus on community
groups as trusted sources
28. How the market responded
• 2.8 billion users use one
of their services daily
(Messenger, Facebook,
Instagram, WhatsApp)
• Advertisers continue to
support Facebook and
the user base continues
to expand
• Facebook profit was up 19% with revenue growing 29% to $17.65
billion
• Quarterly users were up 8% to 2.45 billion users
29. What this means for wineries
● Relationship-based marketing must be at the core of your outreach
○ Facebook remains one of the most relevant platforms to reach
consumers
○ Use your data to reach current and prospective buyers
○ Market to individuals based on the relationship you have with them
○ Get past behavior and go deep into custom audiences
32. ● Use Google Analytics and
eCommerce/POS CRM data to analyze
your website traffic and customer base
● Focus on your most loyal customers,
wine club members, and frequent
purchasers first.
● What to do:
■ Define what segments are
relevant to your winery
● Wine club
● Past purchasers
● General email subscribers
● Event attendees
SEGMENT YOUR DATA WITH RELEVANCE
33. WHO ARE THESE PEOPLE?
Winery Client #1:
High-quality,
approachable
wine from
Amador County
Winery Client #2:
Prestigious
Cabernet
producer in Santa
Barbara
34. Take the time to know your
audience. Don’t make
assumptions…
39. ● Remind customers why they fell in
love with you in the first place.
● What to do:
○ Create ads for each segment.
■ Wine club - Exclusive
tasting at winery
■ Previous purchaser -
Exclusive discount
■ General list - General
discount
1. Create Targeted
Campaigns
44. 2. Create Retargeting Campaigns
inside and outside of FaceBook
● Don’t let the relationship end if
someone visits your website and leaves.
● What to do:
○ Clicked on a Merlot - Serve a Merlot
ad
○ Clicked on your blog - Serve an ad
for your next blog
○ Shopping Cart Abandonment
■ If someone filled their cart and
left, serve them a special
discount to return and
purchase.
46. 3. Find Potential
Customers in
Lookalikes
● Mirror your most loyal wine
club/frequent purchasers by
building Facebook Custom
Audiences with your existing
email list.
Lookalike Audiences
Your Customers/Users/Visitors Facebook Users
Find more customers like your best ones
48. 4. Track Your Stats
● The only way to know if you have a
positive ROI is if you track your progress.
● What to do:
■ Make sure Google Analytics
and your Facebook Pixel are
set up properly
● Setup your goals and
ecommerce funnels.
■ Use UTMs to monitor the
source of your traffic.
59. THINGS TO CONSIDER
1. 33% of viewers will stop watching a video after 30 seconds,
45% by one minute, and 60% by two minutes. (Ad Age)
2. 85% of Facebook videos are watched without sound, while 60% of
Instagram Stories are watched with the sound on. (Instagram)
3. Emails with video content increase click-through rates (CTR) by 200-300%.
(Forbes)
60. Video generation
The be real approach –
You can handle this
The refined approach –
You are going to need
some help
62. SEO is one of the biggest trust building
investments your business can make.
The problem is people don’t know where to
start…
Michael Stelzner - Social Media Examiner
“
”
76. HOW IT’S MEASURED
• Search Engine Ad
Impressions
• Number of clicks generated
• Search Engine Keyword
Report
• SEM Keyword Cost-Per-Click
• SEM Ad Impression Share
• Google Analytics Time on
Site
77. DON’T FORGET GOOGLE MY BUSINESS
Consumers may
find what they
need without ever
clicking your site
81. SEO and SEM… 1+1=4
You are going to want some
help with this
Read Ron’s blog at: https://www.astradms.com/astra-blog/2019/11/21/new-customer-acquisition-strategies-
for-wineries-why-google-ads-is-a-tool-worth-considering
83. What Happens after THIS???
Robert Parker formally retires from The Wine
Advocate.
Robert Parker, arguably the most influential
wine critic in history, has formally retired from
The Wine Advocate at the age of 71.
May 17, 2019
85. RATINGS AND REVIEWS
People-To-People
• People are already writing reviews
• Opportunity to connect directly
with customers
• Helps search engines find you and
increase ranking
• 90% of local searches = purchase
or visit
87. • Respond within 24 hours but do not
respond when you are upset if the
review upset you
• Have someone on your team proofread
your responses (A procedure)
• Offer the person you are responding to
something that matters to them
EMPATHY
94. Ron Scharman
CEO
ron@astradms.com
707-681- 5392
Find Me on LinkedIn at:
bit.ly/1WyFHpA
Contact Info
Ryan Neergaard
Director of Business Dev
ryan@astradms.com
707-681- 5391
Find Me on LinkedIn at:
bit.ly/2zxj0Q7