The anatomy of Digital Marketing How all the pieces fit and work together
Digital marketing is… .. too many things to even mention in a 1 hour presentation. So we will be focusing on aspects of digital marketing that have the greatest opportunity to impact small and mid sized businesses’ ability to compete. I break digital marketing into two fundamental components; Traffic Generation and Traffic Conversion.
Traffic Generation • Getting customers to engage with you begins with the visit. The following are the most utilized digital channels for generating that visit. • Search Marketing • Display Marketing & Retargeting • Affiliate Marketing • Lead Generation • Email/SMS Marketing • Social media Marketing
Search Marketing Paid Search Marketing is the process of gaining traffic by purchasing ads on search engines. It is sometimes referred to as CPC (cost-per-click) or PPC (pay-per-click) marketing, because most search ads are sold on a CPC / PPC basis. Search Engine Optimization is the process of getting traffic from the “free,” “organic,” or “natural” listings on search engines. All major search engines (Google, Yahoo and Bing) have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users.
Display Marketing Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages, IM applications, email, etc. These ads are generally paid for on a cpm (cost per thousand impressions) basis but can be paid for in other ways/ These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media. Rich media, synonymous for interactive multimedia, is enhanced media that utilizes a combination of text, audio, still images, animation, video, and interactivity content for active participation from the recipient of the ad.
Affiliate Marketing In many ways affiliate marketing resembles display. The difference lies in the relationship between advertisers and publishers, and performance based costing. An advertiser is a company selling a product or service. A publisher is an individual or company that promotes an advertiser’s product or service in exchange for earning a commission. Advertisers contractually agree to work with a publisher, then the publisher incorporates creative from the advertiser into their website.
Lead Generation A lead is a person who has in some way, shape, or form indicated interest in your company's product or service. To describe the channel most simply, in a lead generation program you pay someone to provide you with a lead. Less simply, lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline. Lead generation often uses digital channels, and has been undergoing substantial changes in recent years from the rise of new online and social techniques.
Email & SMS Marketing Email marketing is an efficient way to stay connected with your clients and to promote your business. In my experience, email marketing, when done correctly, generally has the highest ROI of the digital channels. Email marketing, like SMS, marketing tend to be more retention oriented than acquisition oriented. SMS marketing is done using a mobile device to transfer marketing information to consumers. It's an area that is gaining a great deal of interest by businesses both small and large. Currently 70% of the world population now have a mobile phone. In the United States, 9 out of 10 people carry a mobile device.
Social Media Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. This can be a low cost channel to “dabble” in but can also be difficult to determine the value of, and validate ROI.
So, if you used all the channels We just discussed, and did so flawlessly, but sent everyone to a bad website… …how effective would the marketing be?
Traffic Conversion Traffic conversion is about getting site visitors to interact with you in a manner that you deem valuable. In most cases that means engaging in a commercial transaction, in others it could simply mean filling out a form or signing up for an email list. You define what is valuable to you. The discipline of traffic conversion optimization begins with developing an experience for the user that is enjoyable, intuitive, and effectively delivers the information that they are in search of. In no small way is this effected by the device that they are using to access these assets The most common starting point for these activities is the company website but extends out to include landing pages, micro-sites, and the business’ social pages.
Websites and Landing Pages • Keys to Effective Digital Assets • Good visual design • Phone and tablet friendly • Solid content strategy • Intuitive Navigation • Calls to action • Credible • Common Mistakes • Too little or too much content • Stale content • No photos or bad photos • Looking illegitimate • Poor or boring visual appeal
Mobile Apps A mobile app, short for mobile application, or just app, is application software designed to run on smartphones, tablet computers and other mobile devices. Development costs for apps can be as little as $2500 but can be more than $100k. Apps are available through distribution platforms, which began appearing in 2008 and are typically operated by the owner of the mobile operating system, such as the Apple App Store, Google Play, Windows Phone Store, and BlackBerry App World. Some apps are free, while others must be bought. For apps with a price, generally a percentage, 20-30%, goes to the distribution provider (such as iTunes), and the rest goes to the producer of the app.
So, What should you do? • Make sure your web assets really work in today’s environment • Responsive Website • Use landing pages to align experience with campaigns • Keep Relevant • Start “doing” with SEO in mind but do not count on it in the short-term • Experiment & find channels that immediately generate value • Paid Search • Email • Social Media • Get comfortable with web analytics and use it to drive decisions
Get in touch Martin Pippin – Digital Cusp Martin Pippin is a University of Tennessee MBA, with extensive online experience. He has worked in the digital trenches in Consumer Products Goods, “Big” Ecommerce, and Consumer Finance, as well as other industries to lesser extents. He has managed 8 figure digital sales portfolios and 7 figure digital marketing budgets. www.digitalcusp.com @digitalcusp linkedin.com/in/martin.pippin plus.google.com/107010650465447539533 Websites, SEO, Design & Digital Marketing for YOUR Businessemail | social | web | video | branding | print | SEO | training | strategy