Getting Started With Digital Marketing

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    15-Apr-2017

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  • DIGITAL MARKETING SCOTT PONIEWAZ SCOTT@PONIEWAZ.ME

  • DIGITAL MARKETING LANDSCAPE

    2016

    3,874

    Source: Scott Brinker/chiefmartec.com

  • MARKETING FUNNEL OVERVIEW

  • MARKETING CHANNELS: MEDIA BUYING

    PLATFORMS

    OTHER TOOLS

    Retargeting SEM/Retargeting/Display Content Remarketing

  • CONTENT, SOCIAL MEDIA & INFLUENCER

    OTHER TOOLS

    Content Planning Adwords/Content Planning PR/Content Planning

    Content, Followers & Much More

    Social Media Management Influencer & Content Planning

    PLATFORMS

  • EMAIL MARKETING & RETENTION

    PLATFORMS

    OTHER TOOLS

    Email Capture Email Capture Landing Pages

    Pre-launch Landing Pages

    A/B Testing A/B Testing

  • ANALYTICS & TRACKING BASICS

    PLATFORMS

    WHY THEY HELP

    View traffic patterns Understand marketing efforts Know how people find you Understand user segments Identify Problem Areas See how people use your site

  • ANALYTICS & TRACKING BASICS

    PLATFORMS

    WHY THEY HELP

    View traffic patterns Understand marketing efforts Know how people find you Understand user segments Identify Problem Areas See how people use your site

  • ALTERNATIVE STRATEGIES

    Partnerships Guerilla/Creative Marketing Offline Marketing: Billboards, Trade Shows, Direct Mail, etc B2C vs. B2B

    THE OTHERS

  • BASIC KPIS & TERMINOLOGY

    CPM Cost per 1000 impressions. SERP Search Engine Results Page. SEO Search Engine Optimization. SEM Search Engine Marketing. CTR Click Through Rate (both digital ads and email marketing). CPL Cost Per Lead (example: email address or phone number). CPC Cost Per Click. CPA Cost Per Acquisition (sale or specific action accomplished). ABS Average Basket Size. CTA Call To Action (ie: button to learn more or sign up). Open Rate How many times your email was opened. Bounce Rate Number of emails not being delivered. Hard Bounce Typically an invalid or blocked address. Soft Bounce Temporary delivery failure (server error or full mailbox). Conversion Rate The success rate of someone following through on a specific CTA. Blacklist Lists that identify spammers and can halt deliverability.

    KEY TERMS

  • ANALYTICS: CASE STUDY

    OPTION A

    OPTION B

    CPC: $1.00 Conversion 1/10 = $10 CPL ABS = $15 Annual Purchases: 2

    CPC: $2.00 Conversion 1/50 = $100 CPL ABS = $50 Annual Purchases: 3

  • QUESTIONS? SCOTT PONIEWAZ SCOTT@PONIEWAZ.ME

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