A Game of Inches

The Digital Marketing Revolution: A Game of InchesShane 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


Types of digital marketing efforts

• Facebook Advertising

• Paid Search

• Mobile Marketing

• Your Website



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


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


Paid Search Inches

Building a campaign


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


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


Mobile Marketing

Smartphone ownership has surpassed 50 percent and growing.*

61 percent of smartphone users perform local searches on their device. (ComScore, January 2012)


*ComScore, February 2013

(Mobile Marketer 2012)

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 such as Pandora.

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.


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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


Why is Responsive Design Important?


It’s about user experience, not just functionality. You want to keep traffic on your site and since most of it is mobile, ease of use is key.

Pandora Radio: 80% + Mobile UsersEmail: over 50% mobilePaid Search: over 50% mobileResearch by Kentico, found that mobile users have a low threshold for satisfaction, with 44% saying they wouldn’t return to a website that wasn’t mobile-optimized.

Budgeting for digital marketing

• Within the next few years digital media

spends will account for 25% or more of

overall marketing budget.


*ComScore, February 2013

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A Game of Inches