digital marketing overview (for students)
DESCRIPTION
This presentation was given to a class at Art Institute of Phoenix. It covers very high-level digital marketing concepts. Students also took a quiz during the class, which is covered in slides 6-16.TRANSCRIPT
Digital Marketing Overview
Art Institute of PhoenixChris SietsemaJune 2, 2010
The Marketing Process
Attraction
Conversion
Retention
3
The Marketing Process
4
Different Tools
5
Pop Quiz
• asdf
Question #1
Source: The Nielsen Company, February 2010 7
Question #2
Hensley & Co. 8
Question #3
Here’s More Info
Come Back
Welcome
Purchase
You Might
Also Like9
Question #4
10
Question #5
11
Question #6
• The Web was invented by English scientist and MIT Professor Tim Berners-Lee
198912
Question #7
13
Question #8
14
Question #9
Clicks
Impressions= Clickthrough Rate
15
Question #10
2,000,000 SOLDApril 3, 2010 May 31, 2010 16
Attraction
• Search• Display• Social Media
Search Engine Optimization
18
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
19
Online Display
20
Interactive Display
Creative Placement
A
Creative Placement
B
Creative Placement
C
VIEW RESULTS
Creative Placement
C
IDENTIFYWINNER
C1 C2 C3
DEVELOPSIMILAR
ITERATIONS& TEST AGAIN
21
Interactive Display Case Study• Arizona State University
W.P. Carey School of Business
• Round 1 Testing
22
Interactive Display Case Study• Arizona State University
W.P. Carey School of Business
• Round 1 Testing
23
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
24
Retargeting
Traffic GenerationCampaigns
(search, display, social, offline)
Web SiteAdvertising Networks & Publishers
<
<
<
25
Conversion
• Why Most Websites Fail• Site Strategy• Design & Wireframes• Social Media
Why Web So Many Web Sites Fail
27
Why Web So Many Web Sites Fail
28
Why Web So Many Web Sites Fail
29
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
30
Visitor-Focused Web Design
31
Wireframes Make Design Better
32
33
Retention
• Email Marketing• Mobile• Social Media
Acquiring new customers can cost five times more than satisfying and retaining current customers.
535
Anatomy of an EmailFrom Name
Subject LinePre-Header
Body
Link Tracking
UnsubscribePhysical Address
Header
36
Email Marketing
37
Mobile Basics
• Keywords & Shortcodes
• TEXT “WINNER” to 454545
38
Campaign Types
39
Social Media Objectives
40
Metrics & Testing
• Analytics• Testing, Testing
“If you cannot measure it,you cannot improve it.”
- Lord Kelvin
Analytics
• Numbers Help Answer Common Questions– What Happened?– Why Did It Happen?– What Should Happen Next?
43
Analytics
44
“He who knows best knows how little he knows.”
- Thomas Jefferson
Testing Procedures
• Split Your List
A B
46
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
47
Digital Marketing as a Profession
Strategy Creative Development Metrics
48
Maintaining Balance
49
Consumption Breeds Creativity
Questions?• Chris Sietsema• Teach to Fish Digital• [email protected]• 480.389.5435
• linkedin.com/in/sietsema• Twitter: @sietsema
• slideshare.net/sietsema
51
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
52