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Learn how to improve your digital marketing efforts to drive more visibility, engagement and sales this online holiday shopping season. Angie Pascale, Indaba Group's Director of Marketing, shares tips on leveraging and integrating owned, earned and paid media campaigns. Tips include creating a deals page, running smart, segmented email campaigns, developing valuable content, leveraging advanced Pinterest features, responding to reviews, running retargeting campaigns and much more. Check out more useful info and tips on digital marketing, ecommerce and web development at Indaba Group's blog: http://www.indabagroup.com/blog.
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Making the Most of Your Digital Marketing This Holiday SeasonIndaba Group
October 23, 2014
The Traditional Mental Model of Marketing
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
The New Mental Model of Marketing
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
In 2010, we needed information from 5.4 sources before making a purchase. By the end of 2011, we needed 10.4.
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
The Path To Purchase is not linear. It’s created by consumer and influenced by numerous social and brand inputs.
Decision AdvocacyAwareness
Content
Research
ValidationInterest
Owned: Extension of your brand. Used to execute campaigns, promote content and to create more word of mouth and engagement.
Earned: Can’t pay for it, but more authentic because it’s from trusted friends and family.
Paid: Use wisely and always be testing. Fuel your funnel, identify funnel leaks and find new customers.
Approach to Digital StrategyOwned, earned and paid channels are all necessary and work together to form the basis of a
marketing strategy that's meant to drive traffic and customer growth.
Approach to Digital Strategy Owned, earned and paid channels are all necessary and work together to form the
basis of a marketing strategy that's meant to drive traffic and customer growth.
OWNED Website
Blog Email
Social Channels Mobile
EARNED Reviews Mentions
Posts Shares
PAID PPC
Display Retargeting Paid Social
Paid Influencers Affiliates
Owned: The channels that you build, nurture and optimize are an extension of your brand. These are the channels that need to grow over time and the one that should be warranting increased investment over time. Owned channels are used to execute campaigns, to promote great content and to create more word of mouth and engagement. !Paid: Use wisely and always be testing. If you can find a cost effective paid channel (i.e. profitable or break-even contribution margin) spend up as quickly as you can and take advantage of that 'find'. Otherwise, use this channel with caution and use it primarily to fuel your funnel, identify funnel leaks and find new customers. !Earned: It's essentially Word-of-Mouth. Most marketers resort to paying for earned media via big investments in PR. Awareness of your company will spread faster and will be more authentic coming from customers than it will from the media, so take advantage of these ‘sharing’ tactics.
Owned Media
Focus on Keywords– Use AdWords and GWT to learn what’s working
currently and what has worked during previous holiday peaks
– Include “deals” and “Cyber Monday” themed keywords in paid and organic
– Look at Google Trends to see how it’s changing
Create a Deals Page
Ensure Your Site is Optimized– Check GWT for site errors
– Ensure meta and structured data are updated
– Ensure social sharing buttons are included and optimized
– Use http://smo.knowem.com to check social optimizations
Develop Content• Create a Gift Guide
• Create specific product categories (e.g., “Kids Toys Under $20”)
• Lots of blog and resource pages related to the holidays
Blog Content Ideas• Long-tail Keywords – write blog using long-
tail keywords that don’t have a place on your main site
• Social Data Mining – find out what users are saying about your brand, products and competitors.
• Q&A Sites – Find questions specifically about your brand/products and write blogs to answer them.
• Pinterest - Go to www.pinterest.com/source/www.yoursite.com and see what boards people are pinning your products on.
Email Is Still Important
44% of email recipients made at least one purchase based on a promotional email.
– Segment email database and send personalized messages
– Optimize for mobile experience
– Plan series of emails, not one-off messages
– Prioritize CTAs and send limited-time offers
Source: Convince and Convert, 2013
Earned Media
Make It Easy to Share
Leverage Pinterest
Categorize pins and boards as “Gifts”
Use Rich Pins to add pricing and other details from
website.
Sources: BrightLocal, 2013; BazaarVoice, January 2014
After seeing how a brand responds to a review, 71% of consumers changed their perception of the brand.
79% of consumers trust online reviews as much as personal recommendations.
• Allow users to review products on site
• Implement review schema
• Respond to negative reviews with genuine and actionable message
Focus on Reviews
Paid Media
Run Google Shopping Feed Ads– Create a Google Merchant
Account– Enable products for feed– Submit feed to Google Shopping;
required attributes for all products:
• ID• Title• Description• Link• Image Link • Condition• Price• Availability
Retargeting Is EssentialCustomers often use search and social to research purchases well in advance of making a purchase.
Retargeting allows your brand to remain top of mind and draws these users back to your site when they are ready to make purchase.
Facebook, Twitter and Google are great places to start with your retargeting efforts.
Types of Retargeting
Cookies
Pixel-‐based method used by majority of networks. Issues with several users accessing same machine or browser.
IDs
Based on social networks that users are signed in to. Allows for cross-‐device retarge?ng, but limited by few channels.
Search
Based on search behavior. Great for driving new users to
site.
Run Paid Social Campaigns
Massive user networks, micro-targeting options and low CPCs make paid social media campaigns extremely desirable.
Run campaigns on Facebook, Twitter and Pinterest to drive awareness, engagement and sales.
Owned Media
Know Your Keywords Create Deals Page Op?mize Your Site
Develop Lots of Content Smart, segmented email
Earned Media
Make It Easy to Share Advanced Pinterest Usage
Focus on Reviews
Paid Media
Google Shopping Feed Ads Retarge?ng Paid Social
Angie Pascale Director, Marketing [email protected] @angiepascale about.me/angiepascale IndabaGroup.com @indabagroup facebook.com/go.indaba
FIND ME
THANK YOU!