Digital MarketingTHE CROSS-SECTION OF DIGITAL MARKETING AND BEHAVIOR

Jason Baumann, Chief Digital Strategist, Boxless Media @jbaumann | jb@boxlessmedia.com | #AUConsBehav

Jason Baumann Twenty years of marketing, development and technology experience in the corporate and

non-profit sectors.

Founder and Chief Digital Strategist of Boxless Media – a digital marketing agency located in the heart of downtown Chicago that serves small and medium sized business across theUnited States

Creator of the ReviCards reputation management system – a system that helps businesses leverage the power of online reviews, email marketing and business intelligence to grow

Social Media Addict, Serial Entrepreneur, National Spokesman for the American Red Cross on Home Fire Prevention, Musician, DJ and typically sleep deficient

Boxless Media Full service digital marketing agency

Web design firms design and leave. We build lasting relationships with our customers to helpthem grow online and navigate through the very confusing world of digital marketing

Services include: social media strategy and implementation, digital advertising, web development, digital PR, conversion consulting, search engine optimization and analytics

Niche markets include retail businesses, restaurants, pharmaceuticals and more

Clients include: local and national restaurant chains, individual restaurants, pharmaceutical companies, government agencies, retail products

What is Digital Marketing The use of online technologies including the web, mobile devices, social media, email and

more to create and nurture relationships between consumers and brands.

Once upon a time, companies owned their brands. Today, consumers own them.

The Digital Disciplines The Web

Social Media

Email Marketing

Digital Advertising

Search Engine Optimization

Reputation Management

Consumer Purchase Decision Process

Need Recognition/Problem Awareness

Information Search

Evaluation ofAlternatives

PurchasePost-Purchase

Evaluation

Need Recognition The first and most important step. Without a need, there is no purchase.

Can be influenced by internal or external stimuli.

External Stimuli in the Digital World Digital Advertising

Social Media post

Identifying needs for specific populations and then targeting them with appropriate advertising Facebook advertising

Content marketing

Google AdWords advertising / Google Display Network

Effective community management

Information Search Consumers search for information to purchase the right product to fulfill the need.

Search-optimized, content-rich websites Websites should contain valuable information, not just sell sheets

Sites should tie valuable content together with contact opportunities

Websites should conceptualized and designed with this model in mind then optimized so that search engines find the sites.

81% of shoppers research online before buying (Retailing Today)

60% of consumers start their research on a search engine rather than a site (Retailing Today)

61% of consumers read reviews before making a purchase (eConsultancy)

Information Search Content Marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Blogs, FAQs, Fact sheets, Infographics, Top 10 Lists, etc. (Custom Content)

78% of CMOs think that custom content is the future of marketing

Content marketing costs 62% less than traditional marketing and generate 3x as many leaders

82% of Marketers who blog see a positive ROI for their inbound marketing

Brand awareness is a content marketing goal for 82% of organizations

91% of B2B Marketers use content marketing

Evaluation of Alternatives Consumers evaluate different products/brands on the basis of varying product attributes, and

whether these can deliver the benefits that the customers are seeking

Companies must build powerful, branded online presences All platforms must be branded together conveying a consistent message

Platforms should complement each other with a consistent brand but unique purpose

Publish case studies, quotes, comparison guides, etc.

Companies need to build a proactive review strategy

Digital PR / Blogger outreach / Online networking

Purchase Consumers buy online now more than ever and

the trend is still going strong.

Over 1 billion digital buyers will spend more than $1.654 trillion on business-to-consumer (B2C) ecommerce purchases in 2015.

Businesses need to embrace e-commerce solutions and make it easy to buy online.

Consumers buy from the sites that make purchasing simple. Eg. Amazon Prime.

The emergence of Conversion Consulting as a marketing discipline

Post-Purchase Behavior How satisfied/dissatisfied is the consumer with their purchase

Companies need to build a proactive review strategy A 1-star difference in a Yelp rating can translate to a 5-9% change in gross revenue

A ½-star difference in a Yelp rating can increase restaurant reservations by 19%

A purchase is only the beginning of a customer relationship

The Boxless4

Boxless Media has come up with a process (The Boxless4) that helps us create and grow relationships between consumers and the brands we support.

TARGET CREATE EXECUTE PERFECT

Boxless1: Target The first step in our process, like most marketing processes, is to define our target

audience.

General Demographics – Age, Gender, Life Stage

Geography – Geographic location, Language

Online Habits – Google, Facebook, Twitter, Instagram, SnapChat, LinkedIn, YouTube, Hulu, etc.

Interests – Associations, Charities, Favorite TV shows, Celebrities, Brands

COMMON MISTAKEWhile digital marketing allows you to reach customers around the world,It’s best to do business with whom it is operationally efficient to do so.

Boxless2: Create The second step in our process is to create compelling content that inspires

consumers to act.

Know your audience. Don’t sell. Don’t be boring. Provide helpful, relevant content that is of

interest to your audience. Write an attention-getting headline. Grab them with visuals.

Make sure your content is well-written. Structure your content to make it easy-to-read

and skimmable. Keep it simple — address one issue. Evoke a response. Be findable. Include a call to action.

Boxless3: Execute The third step in our process is to execute. Proper digital execution is critical to the success of

any campaign. There are tools that can help but the most important of those isknowledge.

Understand the platforms.

The message can be placed on different platforms but must be customized.

Engage with and react to any interaction, positive or negative.

Remember to be a real person – it’s too easy to get computerized or automated.

Integrate your social, search and advertising campaigns into one coordinated effort.

Boxless4: Perfect The final step in our process is to perfect. Digital marketing is fluid – it changes and reinvents

itself constantly. What existed five years ago, may not exist today. What exists today may not exist in five years.

Constantly watch analytics. Platforms offer analytic tools. Google does. 3rd Party companies do too.

Repeat what seems to be working and stop what doesn’t.

Split test when major campaigns are involved. Learn from the results.

Feel free to use different creative, different verbiage for different campaigns.

Boxless1: Target | Real Estate Attorney Consumers researching real estate attorneys | Men and women who are searching online

for a real estate attorney.

Google AdWords (Results based on geographic restrictions) Real Estate Attorney – 480 searches per month

Real Estate Attorney Fees – 70 searches per month

Real Estate Attorneys – 50 searches per month

Content Marketing Ideas Five things to remember when closing on a home

Five things that can go wrong with your real estate closing

Understanding your closing costs

Boxless1: Target | Real Estate Attorney Consumers buying homes | Men and women from 25-40. Engaged individual after the first

three months of their engagement. Geographically located within five miles of theattorney’s office.

Facebook Advertising Men and women (25-40) within five miles of 60614 who are engaged more than three months

Men and women (25-40) within five miles of 60614 who like wedding planning pages

Twitter Advertising Men and women (25-40) within five miles of 60614 who are interested in mortgages or real estate

Men and women (25-40) within five miles of 60614 who are home renters. Provided by Datalogix and Acxiom.

Content Marketing Ideas Five things to remember when closing on a home

Five things that can go wrong with your real estate closing

Understanding your closing costs

Boxless1: Target | Real Estate Attorney Real estate agents representing home sellers | Professionals in the real estate industry who

are targeting individuals within five miles of the attorney’s office.

Facebook Advertising People within 10 miles of 60614 who have a professional title of Real Estate Agent, Real Estate Broker

People within 10 miles of 60614 who work in the real estate industry

LinkedIn Advertising People within 10 miles of 60614 who have a professional title of Real Estate Agent, Real Estate Broker

People within 10 miles of 60614 who work in the real estate industry

Content Marketing Ideas Five things to remember when closing on a home

Five things that can go wrong with your real estate closing

Understanding your closing costs