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Digital Marketing
Digital Marketing
Jonathan SimonDirector of Marketing & CommunicationsTelfer School of Management, uOttawa
Who are you and why are you here?
What is your story?
Marketing
Marketing is defined by the American Marketing Association as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing
MarketingBuild Stuff Tell People
Why is digital marketing the way most marketing will be conducted?
You can create the greatest product or service in the world, but if no one knows about it, you will fail.
Marketing used to be about pushing, today it is about pulling.
But first, you must understand your audience.
Understand your audience completely. Feel their pain.
Digital Marketing
Data Analysis:Track & Measure
Implementation
ObjectivesTactics
Strategy
Digital marketers like to keep score
You need tools
Always Test, All the Time
Set Your Objectives
Awareness
Marketing Objectives
Leads
Revenue
Content Marketing Strategy
MOFU
BOFU
TOFU 10 Reasons to earn your MBA
Download a brochure
How to Apply
MOFU
BOFU
TOFU
Not All Content is Created Equal
EmailMarketing SEOWebsite BlogPaid
AdsMobileSocial Media Events
Content Marketing
Channels
Your website is your digital home. Without it, no one will find you.
If you want your website to be found, you must be found on Google.
SEO is important but less so.
Keyword Research is important for SEO
Use blogs to create organic traffic for your website
The U.S. will spend over 350 million dollars on email marketing in 2019.
Paid ads will elevate your brand
Social Media is our 21st Century Communication Tool
Video Content is King
When you control your brand, you can influence.
Mobile First Mentality
Mobile First Mentality
Examples
Examples
Examples
Examples
Personal Branding / Organizational Branding
Connect
Communicate
Create
First create
Now you must connect with people
Make sure you communicate
