Download - Digital Marketing Overview (for students)
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Digital Marketing Overview
Art Institute of PhoenixChris SietsemaJune 2, 2010
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The Marketing Process
Attraction
Conversion
Retention
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The Marketing Process
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Different Tools
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Pop Quiz
• asdf
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Question #1
Source: The Nielsen Company, February 2010 7
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Question #2
Hensley & Co. 8
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Question #3
Here’s More Info
Come Back
Welcome
Purchase
You Might
Also Like9
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Question #4
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Question #5
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Question #6
• The Web was invented by English scientist and MIT Professor Tim Berners-Lee
198912
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Question #7
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Question #8
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Question #9
Clicks
Impressions= Clickthrough Rate
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Question #10
2,000,000 SOLDApril 3, 2010 May 31, 2010 16
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Attraction
• Search• Display• Social Media
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Search Engine Optimization
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Search Engine Marketing
• Relevant & Popular Keyword Phrases
• Ad Copy to Persuade the Correct Audience
• A Site Experience to Encourage Conversion
• Ability to Measure the Entire Process and Find Necessary Alterations
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Online Display
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Interactive Display
Creative Placement
A
Creative Placement
B
Creative Placement
C
VIEW RESULTS
Creative Placement
C
IDENTIFYWINNER
C1 C2 C3
DEVELOPSIMILAR
ITERATIONS& TEST AGAIN
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Interactive Display Case Study• Arizona State University
W.P. Carey School of Business
• Round 1 Testing
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Interactive Display Case Study• Arizona State University
W.P. Carey School of Business
• Round 1 Testing
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Interactive Display Case Study
• Arizona State University W.P. Carey School of Business
• Round 2 Testing
• Continued Traffic Growth• Concept Applied to Outdoor Boards & Print Advertising
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Retargeting
Traffic GenerationCampaigns
(search, display, social, offline)
Web SiteAdvertising Networks & Publishers
<
<
<
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Conversion
• Why Most Websites Fail• Site Strategy• Design & Wireframes• Social Media
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Why Web So Many Web Sites Fail
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Why Web So Many Web Sites Fail
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Why Web So Many Web Sites Fail
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Why Web So Many Web Sites Fail
• It’s Not About You, It’s About Your Visitor• Do No Harm
– Fix errors– Provide every piece of information necessary– Make way for a logical flow– Test everything possible– Rely on Web analytics– Balance form with function
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Visitor-Focused Web Design
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Wireframes Make Design Better
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Retention
• Email Marketing• Mobile• Social Media
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Acquiring new customers can cost five times more than satisfying and retaining current customers.
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Anatomy of an EmailFrom Name
Subject LinePre-Header
Body
Link Tracking
UnsubscribePhysical Address
Header
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Email Marketing
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Mobile Basics
• Keywords & Shortcodes
• TEXT “WINNER” to 454545
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Campaign Types
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Social Media Objectives
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Metrics & Testing
• Analytics• Testing, Testing
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“If you cannot measure it,you cannot improve it.”
- Lord Kelvin
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Analytics
• Numbers Help Answer Common Questions– What Happened?– Why Did It Happen?– What Should Happen Next?
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Analytics
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“He who knows best knows how little he knows.”
- Thomas Jefferson
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Testing Procedures
• Split Your List
A B
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Promotion 1
From Line 1
Subject Line 1
Promotion 2
From Line 2
Subject Line 1
Promotion 2
From Line 1
Subject Line 2
Promotion 1
From Line 2
Subject Line 2
Testing Procedures
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Digital Marketing as a Profession
Strategy Creative Development Metrics
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Maintaining Balance
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Consumption Breeds Creativity
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Questions?• Chris Sietsema• Teach to Fish Digital• [email protected]• 480.389.5435
• linkedin.com/in/sietsema• Twitter: @sietsema
• slideshare.net/sietsema
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Slide-ography• Slide 42 – Lord Kelvin from Wikimedia Commons• Slide 45 – Thomas Jefferson from cliff1066 on flickr Creative Commons• Slide 50 – Caterpillar from aussiegall on flickr Creative Commons
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