Online & New MediaTools of Digital Marketing

SNC-MKTG350September 11, 2013

Tonight’s Agenda: Digital Marketing Tools, continued• Read Chapter 2 in Analytics text• Read some blog posts:– Alden: Does email still work?– Megan: What do you do with Pinterest?

• Tools of Digital Marketing• Next blog posts due: Mon., Sept 16

Does Email Still Work?

• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

What in the world do you do with Pinterest?

• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Key Points: Analytics

• 3 things to always document in your goals:– Desired behavior changes– Volume of change– Timeframe to achieve goals

• Specific metrics available in social media platforms– Facebook, Twitter, YouTube, Pinterest, SlideShare,

Flikr, Google+• Earned Conversations vs. In-Network

Conversations

Key Points: Analytics

• Web analytics: Visits, Pageviews, Traffic Sources, Conversion

• Search metrics: Cost per Click, Clickthru Rate, Impressions

• Organic vs. Paid Search• Aligning metrics for online and

traditional media

Tools of Digital Marketing

• Social:– Facebook– Twitter– Pinterest– FourSquare– Hundreds more…

Tools of Digital Marketing1 B

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Tools of Digital Marketing

• Deals:– GroupOn– LivingSocial– SaveWithMe– Google Offers

• System requirements– Users in an email database, signed up– Merchants willing to discount to get new clients– Marketplace to connect buyers with sellers– Popular among women– Share revenue on “back-end” with merchant

Tools of Digital Marketing - Video

Source: Wisteria Video Sharing: http://columnfivemedia.com/work-items/wistia-infographic-one-nation-under-video/

Next session:

• Quiz 4• Read Chapter 2 in Don’t Make Me Think text• 3 Blog posts to review• More digital marketing tools:

– Web and mobile apps– Apple and Android stores as distribution channels– Mobile devices– Podcasts, syndication and RSS– Database marketing

• Business Department Chair Kendra Wong will visit