Embed Size (px)
DESCRIPTION
Online Marketing 101: How to Reach Your Audience in a Digital Age. This is a presentation prepared to explain some of the major channel of online marketing and how marketers and businesses alike can leverage some of the growing trends in the industry. This presentation provides some basic facts and figures on eight channels in particular: search engine optimization, search engine marketing (SEM / PPC), display advertising, social media marketing, influencer marketing, content marketing, email marketing, and mobile advertising.
Citation preview
Online Marketing 101:
How to Reach Your Audience in a Digital Age
Prepared by:Jonathan Berthold
Online Marketing Trends
• An estimated $135 Billion will be spent on digital marketing in 2014
• Internet advertising will make up 25% of total advertising spending by 2015
• By 2016, global ecommerce sales will reach $1.3 Trillion
Sources:WebDAM Solutions http://www.webdam.com/2014-marketing-statistics-infographic/Digital Information Worlds http://www.digitalinformationworld.com/2014/02/future-of-how-we-shop-infographic.html
Online Marketing Channels
• Search Engine Optimization
• Display Advertising
• Influencer Marketing
• Email Marketing
• Search Engine Marketing
• Social Media Marketing
• Content Marketing
• Mobile Advertising
Search Engine Optimization
Search Engine Optimization
61% of global Internet users research products online
44% of online shoppers begin by using a search engine
75% of users never scroll past the first page of search results
33% of organic traffic goes to 1st search engine listing
Sources: HubSport http://www.hubspot.com/marketing-statistics#Lead GenerationWebDam Solutions http://www.webdamsolutions.com/2014-marketing-statistics-infographic/
Paid listings advertisers bid for through Google Adwords platform (PPC Advertising)
Organic listings earned by websites through Search
Engine Optimization
More paid listings
Search Engine Optimization
Google and other search engines such as Bing and Yahoo! rank websites based on a number of factors, but it boils down to three main points:
Search Engine Optimization (SEO) is the foundation of online marketing
Site Structure
RelevancyDomain
Authority
Site Structure Optimized URLs, robots.txt, site map, logical breadcrumb structure,
etc.
Relevancy Content optimization – optimized H1 and H2 tags, engaging content,
one focal keyword per page (not including home page), etc.
Domain Authority Building authoritative backlinks to push traffic and juice back to your
site
Search Engine Optimization
Cost-effective when done properly
Provides a better overall user experience
Search engines drive the most traffic
Builds brand awareness and branding opportunities
Main Benefits of SEO
Search Engine Marketing
Search Engine Marketing (PPC)
Total advertising spend on mobile grew 23% in Q4 2013 from Q3
Global spend on pay-per-click (PPC) advertising has increased by 13% from Q3 2013 and 7% year-on-year
Google continues to dominate with 84% of the world's paid search market share
Mobile now represents 20% of total search spending worldwide
Sources: eConsultancy http://econsultancy.com/blog/64144-global-paid-search-spend-increased-in-2013-stats
Headline
Description
Display URL
You can also enhance ads with
extensions to increase click-through rates.
Google Adwords: Sitelinks, Ratings,
Location, Call, Social, etc.
Bing Ads: Location, Call, Sitelinks.
Optimize Ads and Landing Pages
Ads: Headline
Description
Display URL
Dynamic Keyword Insertion
Week Parting
Day Parting
Broad vs. Phrase vs. Exact Match
Landing Page Elements:
Home Page vs. Campaign Page
Calls to Action
Phrasing
Number of Fields for Lead Gen Forms
Banner Images
Colours and Other Web Elements
Pricing (eg: $40 to $39.99)
A/B testing is key: gather data and then optimize!
Benefits of Search Advertising
Google and Bing are the major platforms for search advertising
Mobile search advertising is on the rise Click-to-call and local campaigns
Generates immediate leads and/or sales
Complements SEO efforts: having both paid and organic listings can increase click-through rates (CTR)
Source: MOZ http://moz.com/ugc/harmonising-seo-ppc-a-practical-guide
Display Advertising
Type of Display Advertising
Traditional Banner Display Advertising Fixed-fee (CPM rate or flat-fee) vs. real-time bidding (RTB)
Social Media Advertising Facebook, Twitter, LinkedIn, and soon Pinterest & Instagram
Retargeting via Display Advertising Web retargeting & social (Facebook and Twitter) retargeting
Contextual Display Advertising Pop-ups/pop-unders and text link advertising
Mobile Display Advertising
Power of Retargeting
The average person is served more than 1,700 banner ads/month
~60% U.S. online consumers notice ads for products they looked up on other sites
Average CTR for display ads is ~0.07% - average CTR for retargeted ads is ~0.7%
Retargeted visitors are 70% more likely to convert than non-retargeted web users
Sources:CMO by Adobe: http://www.cmo.com/content/cmo-com/home/articles/2013/7/29/_15_mind_blowing_sta.htmlhttp://www.cmo.com/content/cmo-com/home/articles/2013/11/20/15_Stats_Retargeting.html
Social Media Marketing
Social Media Marketing
93% of marketing professionals leverage social media for their businesses
72% of all web users are active on social media platforms
71% of users access social media from mobile devices
70% of marketers have used Facebook to acquire customers 34% have generated leads from Twitter
Sources:Hubspot http://www.hubspot.com/marketing-statistics#Lead GenerationJeff Bullas http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/#XJWOB9DrEUeAJYWE.99
The Right Social Platforms
Choose the right social media platforms based on key factors:
Target audience: B2B or B2C?
Location: local marketing or national / international?
Main objectives: to increase awareness, leads, and/or sales (ecommerce)?
Community building activities: will you launch contests? Hold group discussions?
Benefits of Social Media
Increases brand awareness
Helps build active communities and brand advocates
You can target niche audiences
Social media can help generate leads and/or sales
Sophisticated advertising platforms provide huge potential
Influencer Marketing
Influencer Marketing
92% of consumers have more trust for a peer recommendation than a message coming directly from a brand
33% more sales are driven via brand ambassadors than average customers
78% of online users will research a product, service, or company before making a final purchase decision
Sources:Nielsen http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html Zuberance http://www.zuberance.com/resources/resourcesStats.php
Influencer Marketing Benefits
Ability to access attentive niche target audiences
Earned media has a better reputation than paid advertising
Lower CPM than banner ads and traditional advertising
Creates brand ambassadors that will follow your businessand promote your products & services
Content Marketing
Content Marketing
90% of CMOs believe that custom content has a positive effect on audience attitudes
61% of people are more likely to buy from companies that produce custom content
Content marketing tactics are most often executed through the use of: Articles (79%), Blogs (65%), Newsletters (63%), Case Studies (58%), Whitepapers (51%),
Sources:Unbounce http://unbounce.com/content-marketing/content-marketing-stats/
Content Marketing Vehicles
Blogs
E-Newsletter
White Papers
Online Articles
Online PR and News Releases
E-Books
Case Studies
Testimonials
Webinars
Videos
Digital Magazine
Teleseminars
Podcasts
Infographics
Online Surveys
Discussion Forms
Content Marketing Benefits
More branded content leads to more exposure
Allows your brand to tell its own story
Engaging content breaks through clutter
Custom content can help you build dedicated subscribers
Videos and press releases can generate a significant buzz
Email Marketing
Email Marketing
74% of consumers prefer to receive commercial communications via email
Email marketing has a positive ROI of 4,300%
59% of companies are integrating email and social channels together
76% of email opens occur in the first two days after an email is sent
Sources:Hubspot http://blog.hubspot.com/marketing/email-marketing-stats-list
Email Marketing
Integral aspect in audience development – goes hand in hand with social media marketing
Strategic email remarketing can help you segment users into different subscriber baskets
You can continuously drive traffic back to your site with an active newsletter
Mobile Advertising
Mobile Advertising
57% of users won’t recommend companies with poor mobile sites
25% of all online searches are done from mobile devices
Total mobile advertising revenue will hit $24.5 Billion by 2016 Social media ad revenues expected to hit $11 Billion by 2017
85% of users prefer native mobile apps to mobile sites
Sources:Search Engine Journal http://www.searchenginejournal.com/2014-mobile-landscape-25-statistics-will-drive-future-mobile-marketing-infographic/89507/
Conclusion
Conclusion
Choose the right marketing channels based on your objectives
Base your strategy on your target audience’s search and online behaviours
Build the right foundation and invest in a clean, marketing-driven website
Make sure your brand messaging is consistent across all types of online marketing
Speaker Information
Jonathan Berthold
Director of Digital Media for Rank Media Agency
Email: [email protected] / [email protected]
LinkedIn Profile: http://ca.linkedin.com/in/jonathanberthold/
• ca.linkedin.com/in/jonathanberthold/
