digital strategy
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Launching Your Digital Marketing StrategyShane O’Neill - Director of Social Marketing
Fruchtman Marketing
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What you need know
• The “inches” are dominated by experts
• Social media is all grown up
• Anyone can launch digital efforts, but few fully
understand function and execution
Digital Marketing: A Game of Inches
Why is digital marketing so important?
• It’s targeted, scalable and trackable
• Consumers search products/services online
• 86% of mobile internet users are using their
devices while watching TV
Digital Marketing: A Game of Inches
Types of digital marketing efforts
• Facebook Advertising
• Paid Search
• Mobile Marketing
• Your Website
Digital Marketing: A Game of Inches
Digital Marketing: A Game of Inches
Facebook Advertising
What is Facebook Advertising
and how does it work?
• Two Types of FBA - Ads & Sponsored Stories
• Drives engagement to page and posts
• Supports branding, showcasing product & events
• Target based on location, age, status, etc.
• Only pay for click throughs, which are a fairly engaged consumer.
Sample Facebook Advertising Campaign
Digital Marketing: A Game of Inches
4,088 Clicks in 35 daysOnly .15 Per Click958 New Fans
Paid Search
• Nearly all consumers (97 percent) now use
online media when researching products or
services in their local area BIA/Kelsey and ConStat.
• Among consumers surveyed, 90 percent use
search engines with 67% being Google
Digital Marketing: A Game of Inches
Paid Search Inches Building a campaign
Digital Marketing: A Game of Inches
Campaign 3 Campaign 4BridalCampaign 1
Ad Group 1
Ad 2
Ad 2
Brands
Ad 2
Ad 2
Engagement
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2
Paid Search Inches
Digital Marketing: A Game of Inches
Phrase match"women's jewelry"your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it.buy women's jewelry
Exact match[women's jewelry]your ads can appear when someone searches for your exact keyword, without any other terms in the search.women's hats, women's hats
Negative match-costumePrevents your ad from showing to people searching for certain terms.costume jewelry
More than just keywords
Broad matchwomen's jewelryYour ad may show if a search term contains your keyword terms in any order, possibly along with othersbuy ladies jewelry
Broad match modifier+women's +jewelryYour ads can only show when someone's search contains those modified terms, or close variations of the modified termswoman's jewelry
Paid Search Inches
• Drive traffic to content page
• Don’t bid on your name
• Mobile call extensions
• Stay away from generic
keywords like jewelry
Digital Marketing: A Game of Inches
Mobile Marketing
Smartphone ownership has surpassed 50 percent and growing.*
•70 percent of mobile searches lead to action within an hour, in comparison to 30 percent from desktop searches. (Mobile Marketer 2012)
•61 percent of smartphone users perform local searches on their device. (ComScore, January 2012)
Digital Marketing: A Game of Inches
*ComScore, February 2013
Types of Mobile MarketingPay Per Call Mobile - A form of mobile marketing where a potential customer can directly tap or click a phone number placed in the mobile ad
Mobile Banner Ads - Like a standard banner ad but now customized to fit and cater to mobile websites.
Mobile Applications - A from of mobile marketing that involves placing ads inside of an application design.
Text/SMS Marketing - Advertisers can send relevant marketing messages in form of texts.
Barcodes/QR (quick-response barcodes) - allows mobile users to easily obtain information via the use of their mobile.
Digital Marketing: A Game of Inches
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Your website and its importance
• Is now the first exposure to YOUR brand
• Content is more important than ever
• Web responsive design
Digital Marketing: A Game of Inches
Budgeting for digital marketing
• Within the next few years digital media
spends will account for 25% or more of
overall marketing budget.
Digital Marketing: A Game of Inches
*ComScore, February 2013
Visit the Digital Marketing Smart Station #5
Or Fruchtman Booth 2530
fruchtman.com