Tom SnyderTrivera@triveraguy
#bizexpo
5 Digital Marketing Mistakes You’re Probably Making
May 21, 2014
Digital MarketingDigital Marketing
WebsiteWebsiteOrganic SEOOrganic SEOSEM/PPCSEM/PPCPaid PlacementPaid PlacementEmail MarketingEmail MarketingSocial MediaSocial MediaMobile Web/AppsMobile Web/AppsTraditional>DigitalTraditional>Digital
BrandCharacteristics• Value Proposition• Brand Personality• Archetype• Mission• Consistency
Tactics without Tactics without strategy strategy
is the is the noise before defeat…noise before defeat…
-Sun Tzu-Sun Tzu
5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, Not Thinking Tactically, Not StrategicallyStrategically
BrandStrategy
• Setting your Goals• Identifying your Target• Defining Your Roles• Committing to
Consistency• Measuring and
Improving
1.1. Thinking Strategically Not Thinking Strategically Not TacticallyTactically
5 Digital Marketing Successes:5 Digital Marketing Successes:
““50% of my 50% of my marketing money is marketing money is well spent…well spent…
50% of my marketing 50% of my marketing money is wasted…money is wasted…
I just need to figure I just need to figure out which is which!”out which is which!”
5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, Not Thinking Tactically, Not StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results
Measurement• Identify Measurement
Points• Measure against Your
Goals• Develop Improvement
Plans• Demand Accountability
1.1. Thinking Strategically Not Thinking Strategically Not TacticallyTactically
2.2. Measuring and Improving Your Measuring and Improving Your ResultsResults
5 Digital Marketing Successes:5 Digital Marketing Successes:
5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, Not Thinking Tactically, Not StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results
3.3. Lack of Continuity and Lack of Continuity and ConsistencyConsistency
Consistency• Develop Editorial Calendars• Divide and Conquer• Stop Efforts ONLY for Lack of
Results• Have Patience• Demand Accountability
1.1. Thinking Strategically Not Thinking Strategically Not TacticallyTactically
2.2. Measuring and Improving Your Measuring and Improving Your ResultsResults
3.3. Committing to Continuity and Committing to Continuity and ConsistencyConsistency
5 Digital Marketing Successes:5 Digital Marketing Successes:
5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, Not Thinking Tactically, Not StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results
3.3. Lack of Continuity and Lack of Continuity and ConsistencyConsistency
4.4. Ignoring Changing Customer Ignoring Changing Customer PreferencesPreferences
Know YourCustomer
• Ignore Your Biases• Rely on Research• Overcome Your Fears• Focus on Your Brand
Experience
“Skate to where the puck is GOING,
not to WHERE IT IS.
It ain’t where the puck IS,
it’s where the puck WILL BE.”
1.1. Thinking Strategically Not Thinking Strategically Not TacticallyTactically
2.2. Measuring and Improving Your Measuring and Improving Your ResultsResults
3.3. Committing to Continuity and Committing to Continuity and ConsistencyConsistency
4.4. Paying Attention To Customer Paying Attention To Customer PreferencesPreferences
5 Digital Marketing Successes:5 Digital Marketing Successes:
5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, Not Thinking Tactically, Not StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results
3.3. Lack of Continuity and Lack of Continuity and ConsistencyConsistency
4.4. Ignoring Changing Customer Ignoring Changing Customer PreferencesPreferences
5.5. Not Knowing What You Don't Not Knowing What You Don't KnowKnow
Newspaper Ads
Direct Mail
TV SpotsRadio Ads
Trade Shows
Mobile Web
Infomercials
WebEmail
Networking
Outdoor
Sponsorships
Telemarketing
ReferralsSocial Media
PRPay Per Click
Blogs
Panda
Banner Ads
Videos
PURLs Click Thru Rate
MeasurementPenguin
ROI
Edge Rank
Conversion
FillingThe Gaps
• Constant Education May Still
Not Be Enough• Respect YOUR Value• Don’t become a Victim of
Free• Don’t Fear Asking…
and Paying…for Help
1.1. Thinking Strategically Not Thinking Strategically Not TacticallyTactically
2.2. Measuring and Improving Your Measuring and Improving Your ResultsResults
3.3. Committing to Continuity and Committing to Continuity and ConsistencyConsistency
4.4. Paying Attention To Customer Paying Attention To Customer PreferencesPreferences
5.5. Finding a Partner Who Has Your Finding a Partner Who Has Your BackBack
5 Digital Marketing Successes:5 Digital Marketing Successes:
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