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Internet and Digital Marketing presentation given to St. Bonaventure Undergraduate Business School on October 27, 2010. Meant to be an introduction to some digital tactics used as part of an overall advertising and communications campaign.
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InteractiveMarketing
Real-Time Information
The Internet Landscape
What is internet or digital marketing?
• Web Design and Development
• Analytics and Conversion Tracking
• Search Engine Marketing
• Display Advertising and Behavioral Targeting
• Social Media Marketing
• Email Marketing
• Mobile
Web Design and Development
Precedence
Spacing
Navigation& Usability
Typography& Alignment
Clarity & Consistency
Analytics & Conversion Tracking
Conversion points or KPI’s are important to analyze the success of a campaign:
• Online Purchase
• Submit a Form
• Call
• Download
Some facts:• SEM is the fastest growing form of online marketing
• 89% of US Internet Users
• 63% of consumers first look to the internet
• 82% say search is the most commonly used tool
• 41% use geographic modifiers
• 82% of local searchers follow-up with in-store visits, phone calls or purchase
Paid Search
Contextual Advertising
Search Engine Optimization
Display Advertising
Search Engine Marketing
Speed, Placement, Targeted Keywords & Negative Keywords, PPC, Landing Pages
Paid Search
Paid Search
Organic Search
Search Engine Optimization
• Google Algorithm
• Google Instant
• Google Places
• Increased focus on SEO can begin to decrease or eliminate the need for PPC
Display/Banner Advertising
• CPM
• Rich Media
• Mobile
• Behavioral Targeting
Conversation Prism 3.0 ~Brian Solis
Social Media
User Generated Content
• Blogs
• Social Network Sites
• Wikis
• Videos & Photos
• Review Sites
• Audio Sites
• Discussion Boards & Forums
Email Marketing
• Fast & Easy
• Interactive
• Personalization
• Tracking
• Eliminated printing costs
Mobile
Mobile Websites
SMS/Texting
Smart Phones
Tablets/iPad/Kindles
Location Based Marketing
“[Google] can make more in mobile than desktop eventually. The reason is because mobile is more targeted.” ~Eric Schmidt
1. Domain Name Selection
2. Content is King
3. Keeping a Good Neighborhood
4. Organic Optimization
5. Performance Based Marketing
5 Tips For Starting A Small Business
Questions?