Download - Beginner's Guide: Digital Channels

D I G I T A L C H A N N E L S ( P O E M A N D S E A R C H )

B Y

J A S O N C R U Z

@ J S N C R U Z

Digital Marketing

Overview

POEM

Paid Media

Search – SEM

Search – SEO

@jsncruz

POEM

@jsncruz

POEM Paid Media

Communicates with strangers.

Paid Media

Traditional advertising, and composes of activities

such as pay-per-click, display ads, paid

influencers, and social media ads.

Paid Media is often used

to “get the ball rolling” for a campaign.

@jsncruz

Google Display Ad Mobile Display Ad Facebook Ad

Pay-Per-Click Ad

POEM Paid Media

“Distributing or promoting media through a paid method, resource, or channel.”

@jsncruz

Paid media is a great way to promote content in order to generate more earned media and can also be used to drive traffic

directly to your owned media properties.

Source: titan-seo.com/NewsArticles/trifecta.html

POEM Owned Media

Communicates with consumers.

Owned Media

A brand or a business owns the channel (or

channels) and uses this to communicate to

consumers.

Owned Media allows the greatest flexibility and

customization of a marketing message for a

brand or business.

@jsncruz

Brand Website Social Media Assets

POEM Owned Media

“Distributing or promoting media through channels the brand or business owns or

controls.”

@jsncruz

Owned media sites are an extension of your brand or business and create additional avenues for people to interact with your brand.


POEM Earned Media

Communicates with advocates or fans.

Earned Media

The publicity or digital word-of-mouth that a brand or business gets from consumers and

online community members

Earned Media greatly affects perception and sentiments towards a

brand or business.

@jsncruz

Social mentions through blog articles

POEM Earned Media

“Distributing or promoting media through online conversations and social chatter;

digital word-of-mouth.”

@jsncruz

Earned media is the vehicle that drives traffic, engagement and sentiment around a brand. It can be influenced by both search

marketing and content strategies.


Platform Publication P.O.E.M.

Paid Owned Earned

Print, television, radio, magazines,

movies/cinema, banners, direct mail, SEM, paid media, in-store media.

Communicates with

strangers (to the brand).

Brochures, retail stores, company website, e-

commerce website, mobile application, social media

assets.

Communicates with customers.

Word-of-mouth, social media mentions (through social networking sites),

online articles, blogs, user-generated content.

Communicates to

advocates and fans.

Paid, Owned, and Earned Media.

Source: theviewfromhere.ca/

@jsncruz

The Extra Medium: Shared Shared Media

Consumers with, and to consumers.

Shared Media

The publicity or digital word-of-mouth that

consumers communicate with each other, and to

each other.

Shared Media is voluntary action from engaged and interest

online community members.

@jsncruz

A community-ran website

POEM Shared Media

“Distributing or promoting media through active consumer participation and

involvement with a brand or business.”

@jsncruz

Shared media is the utilization of the social sharing behavior by consumers or community members on digital space.

The Media Ecosystem Paid, Owned, Earned, and Shared Media Collaboration Samples

@jsncruz

Paid

Earned

Shared

Owned

Social media presence Sponsored websites

Community-blogs Social media assets

Digital PR Seeded social mentions

Web videos Rich media

Search Marketing

@jsncruz

Search Marketing The Fight for Digital Visibility

Search Engine Marketing Search Engine Optimization

Search Engine Marketing, or SEM, are activities which position websites

in search engines.

Websites are promoted to improve the chances of them being visible on

search engine results pages, or SERPs.

SEM is a form of paid ads which help

businesses “rank” higher on search results, presumable increasing lead- and sales-generation opportunities.

Search Engine Optimization, or SEO, are activities which increase the

chances of websites to “rank” higher on search results in a natural way

through how search engines position content.

SEO is often divided into two schools

of thought: “white hat” which uses legal and honest methods, and “black

hat”, which uses likely illegal and dishonest practices.

Two core elements of search marketing.

@jsncruz

Search Marketing Differentiating SEM from SEO

@jsncruz

SEM helps this result appear first on the

SERP.

It also has the required disclaimer that it is, in fact, a

paid advertisement appearance.

SEO helps these results appear on the first

page of SERP.

These posts contain the relevant keywords,

presumably have credible history as

websites, and likely have original, high-

quality content.

Search Marketing Advantages of SEM

Encourages Action

Ads served on SEM efforts often encourage an action

– a click – from consumers who are

already interested in knowing more about your

brand or business.

@jsncruz

Even if consumers were not thinking of a particular website to conduct business in, SEM provides an opportunity to be visible to create a chance for traffic and subsequently, sales.

Source: reefdigital.com.au/blog/


Markets on Intention

SEM allows a brand or business to serve better

ads through understanding the

intention of the consumers searching

online.

Understanding intention leads to better copywriting

on ads, content, and setting landing pages.

@jsncruz

Consumers may show intention for certain behaviors; i.e. in this example, “for sale” was a more common intention than looking for “for rent” or “for lease”.

Source: reefdigital.com.au/blog/


Measurable

SEM is one of the most measurable methods a

marketer can use.

Through SEM, a brand or business can track simple actions such as clicks on a picture or text, percentage rate of form completion, or calls generated from a

hotline.

@jsncruz

Sample dashboard for a Google Analytics report, one of the basic dashboards used in measuring SEM results and performance.

Image: wildapricot.com/ Source: reefdigital.com.au/blog/

Search Marketing Advantages of SEO

Locally Relevant

Search results have adapted to the strong

implementation of mobile usage and localized

content.

Search results are now even more relevant to users because they are

more contextually correct than ever.

@jsncruz

Results are no longer simple, generic web documents. They are actually helpful and correct in terms of targeting and context.

Source: forbes.com/sites/steveolenski/2014/03/26/7-reasons-why-your-business-should-invest-in-seo/


Omnipresence

Securing the top spot in search results (or even just

a first-page appearance) drastically increases a

brand or business’ opportunities to make a sale, generate a lead, or

simply drive more or new traffic to a website.

@jsncruz

First 1, 2, and 3 results on the left; 8th Page results on the right. The first result gets, on average, 36% of all clicks; the second only 12.5%.

Source: searchengineland.com/the-ultimate-list-of-reasons-why-you-need-search-engine-optimization-121215


Offline to Online

SEO helps a brand or business become

immediately relevant due to a natural consumer

behavior: searching immediately online after experiencing a brand or

business offline.

@jsncruz

A potential search journey by a consumer, from seeing an advertisement on television (awareness) to searching online (intent/interest), to being served an online result.

Source: searchengineland.com/the-ultimate-list-of-reasons-why-you-need-search-engine-optimization-121215

Digital Channels POEM and Search Marketing

“Real search is about providing valuable information when it’s really needed to those

who are actually looking for it.”

- David Amerland, Google Semantic Search

@jsncruz

Thank you!

D I G I T A L C H A N N E L S ( P O E M A N D S E A R C H )

B Y

J A S O N C R U Z

@ J S N C R U Z

J A S O N C R U Z 2 3 8 8 @ G M A I L . C O M

Download - Beginner's Guide: Digital Channels

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