Post on 17-Jul-2015
transcript
Oz Intro
Disclaimer: can’t understand anything I’m saying because of my accent, you can’t sue me.
Digital Marketing…..
Are the Celtics playing tonight?...
I wonder if anyone understands what the hell I’m saying with my accent….
yum, cheesecake….. …I should wear a different
bowtie….
Outline: What You Will Learn Today
1. What is Digital Marketing 2. Customers Decision Cycle 3. Intro to Digital Advertising 4. Ready, Set, Strategy! 5. Questions
What is Digital Marketing Reaching, connecting, engaging people on digital channels using different devices & media
• The marketplace has changed • Shorter, faster buying cycle • Consumers have information at their fingertips
• The decision process is now much more complex • Consumers can now reach for their smartphone,
tablet, or laptop • Now business with the most visibility wins
Integrated Digital Marketing
PR
SEO Social Media
Digital Advertising
Content Marketing
Website Blog
Remarketing
E-Mail Marketing
Who Needs Digital Advertising
! Have a lead generating website ! Have new products or services ! Are hosting an event ! Have seasonal sales ! Are looking to target customers geographically ! Are looking to increase traffic ! Are looking to increase brand awareness ! Want to increase sales and profits ! Ecommerce website
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Steps To Build Campaign
1. Profile the Client 2. Who’s the Target Audience? 3. Understand the Goals 4. Create Campaign Objective 5. Plan Out Your Strategy 6. Determine Media Plan 7. Determine Media Mix
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Media Plan Media Mix
Advertising Goals
Product Analysis
Market Analysis
Audience Analysis
Message
Determine Network
Determine Targeting
Creative Format
Budget
Pricing Model
Determine Media Plan and Media Mix
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Profile The Client
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Campaign Goals
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Determine Goals
1-3 Months
3-6 Months
6-12 Months
Short Term Goals (Build Brand Awareness)
Mid-Term Goals (Direct Response with Branding)
Long Term Goals (Direct Response)
Example Goal: Increase Brand Searches
Example: Increase Sales, Increase Brand Searches, Increase Return Visitors
Example: Increase Revenue and Reach New Markets
Goals
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Campaign Objective
Develop a comprehensive integrated marketing strategy, optimize campaigns for top performance and create an action plan that would meet and ideally exceed marketing goals.
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Understand Goals and Objectives
Understand Company Vision & Mission
Get to Know Target Audience
Learn the Market & Competition
Profile The Client
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Demographic/Psychographic ! 18-24, 25-34 year olds
! Urban women! Fashionistas
Geographic Target ! Boston areaIncome
! Middle incomePurchase Profile ! Apparel, accessories
Interests ! Shopping
! Trends, fashions! Celebrity news/entertainment
! Movie/TV lovers
Target Audience
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Don’t Pray – Plan for It
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Audience Reach Example Budget Allocation
Traffic Builders
Topics of Interest
Product Awareness Group
Traffic Builders
Topics of Interest
Product Awareness Group
80%
15%
5%
20%
60%
20%
Short Term Strategy Long Term Strategy
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Budget Amount = $1,000/month
Develop Digital Plan
Content Marketing
Plan to Achieve the Goals: Brand Awareness, Sales
Define target Audience: Demographics/Interest/Topic/Online Activity
Measurement Plan
Social Media
SEO Digital
Advertising Email
Marketing
Advertising Plan
Call Out
Digital Advertising Plan Google AdWords Focused
Determine Budget Allocation to each
Search
Display Remarketing Shopping
Search Campaign
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Facts of Search: Reach people at the precise moment they are searching for products/services Non-interruptive CPC bidding – so you only pay when someone has interest and clicks Easy to measure
Display Network Campaign
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Facts of Display: Largest ad network in the world Target people based on interest and placements (websites and website content) Great for Reach and Branding because of its higher visibility (and conversions)
Remarketing Campaign
Facts of Remarketing: Allows you to target website visitors on the GDN after they have visited your website Great way to ‘close the deal’ People are already familiar with the brand Great if you build a list of website visitors and can target them again if you are launching a new product or service
Shopping Campaign
Facts of Shopping Campaigns: Great for eCommerce websites that sell products It’s a retail focused campaign that shows an image with pricing and description – which allows for quick and easy decision Relevancy is higher because of the direct to product link
Call Only Campaigns
Facts of Call Only Campaigns: Shown on Mobile Devices capable of making phone calls Great way to get someone to call directly (to the store or lead generation)
Short-Term Allocation Example
Search Network 20%
Traffic Builders Interest Product
Awareness
Use for Direct Response
Display Network 60%
Use for Promoting & Branding
Example of how we might allocate efforts to each Network. First to do more branding to capture more of a wider audience and get them to know your brand.
Include Remarketing into the media mix
10%
Shopping 10%
Long-Term Allocation Example
Search Network 40%
Traffic Builders Interest Product
Awareness
Direct Response
Display Network 20%
Include Remarketing into the media mix
15%
Use more for Branding Focus
Our efforts for long-term success may change to include more direct response as well as remarketing efforts.
Shopping 25%
Website Structure
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Sarah’s Dresses Website
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Store Hours-Location
Shop Dress Blog Contact Us Customer
Service
Colored Dress
Seasonal Dress Night Dress
Summer Spring Winter
Search: Reach and Interest
Brand Name
Dress Sale, Shop
Dresses Online
One Shoulder Dress, Pink Long
Sleeve
Seasonal Dress, Color Dress, Dress Store
Product Interest
Rea
ch
Lower
Higher
Higher Lower
Dress, Cute Dresses
Search: Keyword Structure
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Sarah’s Dresses Website
Store Hours-Location
Shop Dress Blog Contact Us Customer
Service
Display: Targeting
Remarketing
Interest
Contextual Targeting
Placement
Topics
Cost Per Conversion
Con
vers
ion
Rat
e
Lower
Higher
Higher Lower
Display: Structure
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Sarah’s Dresses Website
Topics Remarketing Context Interest Placement
Display
Shopping: Structure
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Sarah’s Dresses Website
In Store Online
Shopping
Advanced Extensions – Location
Location Extensions. Displays physical address to local searchers.
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Advanced Extensions – Site Links
Site Link Extensions. Links below your ad directly to the website.
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Advanced Extensions – Social
Social Extensions. Use social extension to build trust and social validation.
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Mobile Devices
Mobile users will grow faster than desktop internet users within 5 years. -Morgan Stanley
There are now over 4 Billion mobile users in the world and 1,000 new customers each minute. In 2008, Smartphone sales exceeded laptop sales and with rate plans becoming less expensive, more people are using their phones as their internet source.
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Measuring and Reporting
Measuring Results
KPI Reporting
Google Analytics
Conversion Tracking
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Make smarter online advertising decisions
How does it work?
• Tool tracks users who click on your ad and records a conversion when that user reaches your conversion page
Benefits
• Correlate ad clicks to custom conversion metrics
• Easily set up tracking for sales, sign-ups, leads, page-view, demo plays and more
• Measure conversion value of campaigns, ad groups and/or keywords and optimize bids accordingly
• Understanding the conversion helps to increase Return On Investment (ROI)
Conversion Tracking
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Discover Your Audience Engagement Utilize Google Analytics
How does it work? • Web analytics reports website visitor
behavior
Benefits of How We Use Analytic Data
• Understand who your visitors are and where they come from
• Learn how visitors use your website and compare your traffic against industry benchmarks
• Discover which visitors are likely to convert and how to attract more of them
• Optimize online (and offline) marketing by measuring post-click performance
• Uncover deep insights
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KPI Reporting
What is a KPI? Key Performance Indicators are metrics that are essential to your business’ online success usually represented in percentage or an average
How does it work? Define your objectives and key results
How We Use KPIs • Map the stakeholders
• Determine requirements and expectations
• Set your objectives and key results
• Select your Key Performance Indicators
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