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Income Access CEO Nicky Senyard shares her digital marketing insights on this presentation.
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Digital Marketing 101
November 5th, 2014
Why is digital
marketing
important?
Supports an integrated approach
Reinforces branding and differentiation
Expands reach to prospective customer base
Adapts to trends in user behaviour and preferences
Enables targeting and segmentation
Provides complete tracking and reporting transparency
Traditional (Offline)
Marketing
Digital Marketing
Print (newspaper,
magazine)
Direct Mail
Out-of-Home
(OOH) advertising
(billboards, etc.)
TV
Radio
Event
SEO
PPC
Media Buys
Email Marketing
Affiliate/Performance
Marketing
Social Media
Comparing traditional (offline) and digital marketing channels
The importance of a balanced digital marketing mix
On-Site Off-Site
Activities that make it
easier for search engines
and bots to find, index and
navigate a website
Should allow users to find a
website and what they’re
looking for once they get
there
User experience
Navigation
Activities that focus on
content development,
relationship building with
other webmasters and
content exposure
opportunities
Aim is to drive traffic to a
website
Content and distribution
should be about the human
experience
SEOSearch Engine Optimization (SEO) is the use of various techniques to improve a website’s ranking on search engines through organic means, ultimately to attract more visitors.
Pros:
Low cost
Permanence
Cross-channel impact
High customer values
Long standing return
Cons:
Requires continuous ongoing maintenance
Time consuming
Vulnerability to changes made in search engine algorithms
Can be the tactic that needs the most time to see results
Off-site SEO can require back-linking budget to secure exposure on high quality websites
PPC
Pay per click (PPC) is an advertising model, or online campaign, wherein a
website pays a set amount (bid price) whenever someone clicks on their ad.
Pros:
Speed
Reach
High customer values
Back-fills SEO vulnerability
Cons:
Temporary benefit
Can be very costly
Media Buys
Media buys in this context are the purchase of digital advertising space; traditionally,
media buying is the purchase of advertising space across newspaper, TV, billboard,
radio.
Pros:
Targeting
High volume traffic
Brand building
Cons:
Lack of transparency on media placement
Risk of low value traffic
Ad blocking
Email Marketing
Email marketing involves sending your affiliates a direct (via email), personalized
communication, with their specific needs in mind. Emails can be sent to owned or
outsourced (paid for) databases.
Pros:
Simple
Quick results
Low Cost
Cons:
Can be marked as SPAM which risks blacklisting if not properly operated; this can
have a negative impact on subscribe rates and the ability to use a database for
marketing in the future
Risk in working with third party databases
Pros:
Shares the risk and cost of acquiring
customers
Helps fill in gaps and blind spots
Offers access to large pools of, ideally,
relevant traffic
Creates “buzz” through impressions
Acts as a third party endorsement
Cons:
Long term tactic that requires time and
effort to grow results
Affiliate management requires ongoing
support
Requires the provision of transparency
to partners
Requires reliable tracking and reporting
Affiliate/Performance Marketing
Involves working with third party marketers (affiliates) on a
performance-based model for referred traffic.
Social Media
Involves using social networking websites/platforms
as a marketing tools with the goal of engaging
communicates and encouraging social sharing.
A look at social media consumption and user
trends…
Pros:
Provides global reach to 1 billion people +
Access to peer groups through social sharing and can result in referral marketing
Highly effective at communicating a brand story and creating a positive brand
experience
Contributes to improved customer retention and brand loyalty through increased
accessibility to a brand
Encourages user-generated content in engaging content mediums, and
contributes positively to SEO ranking
Social media consumption means you’re reaching users when and where they
choose to engage with content, and is very conducive to a mobile user experience
Improved customer insight through social “listening”
Cons:
Brand reputation vulnerability
Demands on time investment
A poor social media brand presence can impact more
negatively than none at all – there are arguably more
brands that do social media poorly than those who do it
well
How do
businesses
evaluate the
digital marketing
mix that is right
for them?
Digital trends to watch
A platform agnostic experience
Data, data, data!
Predictive and adaptive marketing
Native advertising
Real time marketing
Evolving ad formats
Shift to mobile as primary platform/device