Synergize Your Online Platforms

Synergize Your Online Platform
Shane O’Neill - Vice President - Fruchtman Marketing

Why Online Is So Important
• Consumers are engaging with digital media across an
increasing number of platforms, with mobile being the
single most significant change in this landscape since the
invention of the internet.
• As digital platforms continue to emerge, media
fragmentation will only accelerate, creating the defining
marketing challenge of this era.
• The HBO Go effect.

Why Online Is So Important
The Growth of Online Marketing is Light
Speed
• Up to 25% of marketing budgets are digital
and increasing.
• Scalable and trackable ... proven ROI.
• US smartphone users grew by 24% in 2014.
• Nearly all consumers (97 percent) now use
online media when researching products or* BIA/Kelsey and ConStat

The Growth in Mobile
Since the introduction of the iPhone in 2007, mobile devices
and the way consumers shop have been the primary driver of
the explosive growth seen in digital marketing.
• They allow consumers to be online like never before.
• Created new opportunities to capture the consumer through
digital branding.
• Allows retailers to develop relationships no matter what
stage of the buying cycle the consumer is in.

Let’s Case Study Millennials
•
•
•
•
•
•
•

Huge Generational Gap Relating to
Brands

What You Should Focus On
• Reaching new consumers online
• Custom Design?
• A constantly changing and upgraded website experience
with pricing.
• Web surfing at the counter.
• Building up your reviews online.
• Integrating celebrities with in-case signage and other
visual methods of communications, like eblasts.

So What’s Your Message?
• First, figure out who you are and what you do best.
• Website SEO has a lot to do with content. Optimize to
message.
• How do you set yourself apart with your marketing?
• Are you consistent in your messaging?
• For our session today, we’ll focus on Custom.

So What’s Your Message?
Not Available At
Main Street Jewelers
You can't buy this Palladium diamond and sapphire ring at
Main Street Jewelers. That's because it was custom made
for Liana Vandenberg from her old rings into something
new!
Find out what we can custom design for you;
not available anywhere else.

Your Website “Storefront”
As consumers connect like never before, expectations have
skyrocketed. They demand content and a seamless viewing
experience regardless of the device they are using.
• In most cases, first exposure to your store.
• Want to browse, shop and price.
• Decision to visit the store can be determined.

11
Your Website Hub

Remember to Consider Mobile
It’s important remember that the mobile experience is vital
consideration and makes up half or more of online viewing.
• 70% of calls, store visits, or purchases happen within 1 hour
from consumers who search via mobile.
• Emails are opened from 55% - 85% on mobile devices.
• Think about how it effects media placement.

Facebook & Other Social Channels
Understand that social media opportunities typically revolve
around branding and that’s why message is important.
• What does the social channel do and who does it reach?
• Focus on most effective channels.
• Very similar to print or billboard advertising... eyeballs.
• Think about moving categories. Consistency of message.
• Realize success usually involves media buys.

14
Facebook Creative
and Message

Paid Search
Campaign 3 Campaign 4CustomCampaign 1
Ad Group 1
Ad 2
Ad 2
Fashion
Ad 2
Ad 2
Engagement
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2

Paid Search Phrase match
"custom jewelry design"
your ad can show when someone
searches for your exact keyword, or your
exact keyword with additional words
before or after it.
local custom jewelry design
Exact match
[custom jewelry design]
your ads can appear when someone
searches for your exact keyword, without
any other terms in the search.
custom jewelry design
Negative match
-costume
Prevents your ad from showing to people
searching for unwanted terms.
costume jewelry
More than just keywords
Broad match
custom jewelry design
Your ad may show if a search term
contains your keyword terms in any
order, possibly along with others
lost jewelry was custom design
Broad match modifier
custom +jewelry +design
Your ads can only show when
someone's search contains those
modified terms, or close variations of the
modified terms
local jeweler custom design

17
Retargeting
98% of visitors leave your site
without converting. Retargeting
let’s you re-connect to those
visitors with ads as they
browse other websites.

The Art of Being Found
As customer loyalty has eroded over the years, giving way to
pricing and trust, the ability to be found online has become
essential in acquiring new customers. Most retailers have
multiple digital assets other than their website, including
social media or other online profiles. Connecting and building
out these other assets are also important.

A Word on Local SEO
Each year, Google changes its search algorithm around 500–
600 times. Most small. Google still controls around 67% of
online search. Here a a few things YOU can focus on.
• Starts with a well built site.
•Create Original, Quality Content.
• Claim and connect your Google business page. Also, utilize
Google Analytics and Webmaster Tools
• Mobile optimization.

20

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To Wrap It All Up
• Times are changing and so are customers.
• What worked in the past might not work in the future. Adapt.
• Find your own unique voice and message.
• Be strategic, digital media channels all have unique
functions.
• Understand the vital importance of your website.
• Connect all your digital assets.

Thank You for Attending!
Visit me at the Idea Center from 4:00-6:00 pm
See what we can do for you at:
fruchtman.com

Synergize Your Online Platforms

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