Presented by

Dale Bertrand, President, Chimaera Labs

Intro to Digital Marketing

Dale Bertrand

• Engineering background

• Built a super computer for the NSA

• Recruited to an MIT start-up to doonline marketing

• Run Chimaera Labs

• User generated content• Keyword targeting• Email and content strategy

We helped GrabCAD grow from from 10,000 to 2.5 Million registered users

What Does Success Look Like?

Content and Link Building Recommendations

Objective First Framework

What is Digital Marketing?

What is Digital Marketing?

Digital marketing is the promotion of products or brands in electronic media.

Why I Love Digital Marketing

• Constantly evolving

• Measurable

• Drive revenue

• High demand

• I love technology• Ability to work in many industries

Rapidly Changing Landscape

Credit: James Currier of NFX and updated by Peter van Sabben

Digital Marketing Channels

Credit: Brian Balfour, www.coelevate.com

Growth Tactic Lifecycle

How Digital Marketing Changed the Advertising Game

Advertise on TV and hope Mikey’s mom sees it.

Back in the day…

Demographic Targeting

Reach Mikey’s mom by targeting:• Women• Between the ages of 25

and 35…• In parenting magazines

or women focused cable networks.

Micro-targeting by Search Intent

Target Mikey’s mom the instant after she types “cereal coupon” into Google.

Targeting Example: Alec Brownstein

• Goal: Land a Job at Y&R in New York City• Strategy: Advertise on Google targeting the

names of 5 executives at the firm• Result: 4 interviews and 2 job offers

• Cost: $6.00

Measurement and Behavior Tracking

Measure Everything and Iterate

Meet Emily: A Mother Searching for the Perfect Preschool

Tracking People Online

Tracking People Online (2)

Example Online Campaign

Client:

Goal: Generate leads for online B2B video production service

Campaigns: • AdWords advertising• Webinars• Display ads in email newsletters• Cold calling a Chamber of Commerce list• Content marketing (ebook)• Partner program (camera stores)

Results

19 losing tactics and 1 winner (helpareporter.com email advertising)

Takeaways

• Expect a lot of failure• One winning campaign could be a game changer

Evolution of a Landing Page

26

Afteraseveralmonths

27

RecentLandingPage

28

Content Marketing

30

Marcus SheridanPool guy turned content

marketing guru

Marketing Success Story

Search Marketing

Search Engines

The Long Tail of Keyword Demand

Analytics Pitfalls

(show example analytics account)

PPC Advertising

PPC Channels

Search:

Display:

Social:

(show example AdWords account)

Advantages of PPC

• A small budget can go a long way• Pay only for engagement• Highly scalable• Easy to test and refine targeting