Digital Marketing Fundamentals Lance Binley September, 2012
Digital marketing fundamentals
Nov 28, 2014
This is a brief overview of what effective digital media should be. It was designed to prompt my discussion points, not be a reference guide (so it is intentionally brief). I also had to remove the internal case studies that illustrated confidential data (sorry). At a high level, it does cover the basics of what one should focus on when managing digital content. The target audience was internal to the company that I work for, and they are not advanced in digital media.
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Digital Marketing Fundamentals Lance Binley September, 2012
Agenda
• What is effective Digital? • Digital Media Types • Typical Digital Customer Journey • Difference from traditional media channels • Where Digital sits in the overall media plan • Digital Campaign goals
• It is the successful intersection between customers intent and corporate intent
– Where the content matches the customer desire – Where a conversion takes place (customers take an
action) • It is the combination of design, usability and
validation of analytics
What is effective Digital?
• Owned – we control the content/features: Website, Social Media, CRM/e-mail
• Earned – we influence content/features: Search (organic), Affiliate marketing
• Paid: Banner ads, Multimedia ads (Video, Voice), Paid Search, Business development/partnership
The primary Digital Media Types
Typical Digital Customer Journey
Paid Search
Organic Search
The top organic result
The top paid search result
• Usually starts with search and comes through multiple entry points in a website
• It is not linear and has multiple starts and stops (e.g. bounce rate, error rate, abandonment rate)
• Using the metaphor of a car and driver, the website (design, functionality) is the car, the content, SEO, and analytics are the driver
Typical Digital Customer Journey summary
• A website has interaction and deep real time metrics to measure customer’s behavior
– Customers can interact, quickly compare with other content and bookmark, return, and respond
– You can see what and how customers did immediately
• Website can be viewed on demand and has multiple entry/exit points
• Actions (conversions) are greater than impressions
Difference from traditional media channels
• Should be the first medium that you test your marketing hypothesis (due to short timelines, real time analytics, and A/B testing)
• It is the medium that can host the largest amount of information in a structured manner
• It is a medium that can change and optimize
Where Digital sits in the overall media plan
• Define the Purpose of the campaign • Define the Objective(s) of the campaign • Then define Digital KPI’s to support the above • Most common Digital KPI’s are:
– Conversion & Task Completion rate (capturing a result) – Click Through (the act of an addition step) – Bounce Rate (the abandonment of the first entry point) – Sessions (the number of unique visitors that came to
your website)
Digital Campaign goals
Conclusion • Content (optimization, quality, targeting) is
everything when it comes to website effectiveness
• The web begins with key words, your value proposition needs to reflect key words that solve consumer’s inquiry needs
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