AN OVERVIEW OF DIGITAL MARKETING

From clicking and liking, or swiping and sharing, to buying.

THE WEB COMPRISED 42% OF

THE GROWTH IN 2016 U.S. RETAIL.

E-COMMERCE REPRESENTED 11.7%

OF 2016 SALES. — U.S. Department of

Commerce

AN OVERVIEW OF DIGITAL MARKETING

➤ What is Digital Marketing?

➤ Why Digital Marketing?

➤ How to do Digital Marketing

➤ Digital Advertising

➤ Search Engine Marketing

➤ Social Media Marketing

➤ Mobile Marketing

➤ Content Marketing

➤ Measure Your Digital Marketing

WHAT IS DIGITAL MARKETING?

DIGITAL MARKETING DEFINED

➤ People are spending more and more time online.

➤ The average American spends 10 hours and 39 minutes staring at a screen (CNN).

➤ The way people shop and buy has been transformed by this shift. Thus, marketers are following the customers online through digital marketing.

➤ Digital marketing is a broad term referring to all online marketing, leveraging many digital channels to connect with prospects and current customers.

YOUR DIGITAL MARKETING ASSETS➤ A business has a huge spectrum of assets in digital marketing. These include, per Hubspot:

➤ Website

➤ Blog posts

➤ ebooks

➤ Whitepapers

➤ Infographics

➤ Interactive tools

➤ Social media accounts

➤ Earned online coverage (via social media, PR, reviews)

➤ Online brochures and lookbooks

➤ Pitch decks ➤ Branding assets (logos, fonts)

➤ This overview offers an overview of the main tactics in digital marketing. But first, let’s talk about the value of digital marketing.

WHY DIGITAL MARKETING?

THE DIGITAL LANDSCAPE

Every minute: • An estimated 650,000 search

queries are made on Google • More than 700 videos are

hosted on YouTube • Over 700,000 status updates

and 500,000 comments are posted on Facebook

• Over 65,000 tweets are made worldwide

• Approximately 180 million e-mails are sent.

— Technavio

FORECASTING DIGITAL MARKETING SPENDINGForrester forecasts an increase from 57.29 billion US dollars in 2014 to 103.37 billion US. dollars in 2019.

Why this growth? • A recovering

economy boosting tech confidence

• Media proliferation giving advertisers more options

• Performance proofs driving marketers to better trust digital.

HOW TO DO DIGITAL MARKETING: DIGITAL

ADVERTISING

THE DIGITAL AD LANDSCAPE➤ 64.6% of people click on Google ads

when they are looking to buy an item online.

➤ The average conversion rate in AdWords across all industries is 2.7% on the search network and 0.89% on the display network.

➤ The average clickthrough rate in AdWords across all industries is 1.91% for search and 0.35% for display. 

➤ YouTube’s net U.S. video ad revenues account for 18.9% of the U.S. digital video ad market.

➤ 15% of viewers believe a video ad should be no more than 15 seconds in length. 

— Hubspot

THE ESSENTIALS OF DIGITAL ADVERTISING

➤ There are two main types of digital ad: display and Pay-Per-Click (PPC).

➤ Display: These paid ads are shown on specific websites based on keywords you’ve selected — they can be text, image, or video ads.

➤ PPC: Links shown on search engine result pages with your ranking on the page based on factors such as your bidding price, keyword relevance, landing page relevance and more.

➤ Display and Pay Per Click (PPC) ads are scalable and can be more immediate and timely. This makes them a good way to try out ideas.

➤ Tip: Don’t take a set and sit approach after buying your ad. Pay attention to the keyword and analytic data that lets you gauge each ad’s success. Optimize your ads on an ongoing basis based on what you learn.

UNDERSTANDING DIGITAL AD REVENUESSome 87% of people say there are more ads than two years ago.

Best practices for digital advertising: ➤ Get the viewer’s focused

attention by being relevant and personal.

➤ Offer the ad viewers value — entertainment or information.

➤ Be simple, and retain consistency across channels in terms of message, theme or style.

SOCIAL NETWORK AD SPENDING IS

PREDICTED TO REACH NEARLY $36

BILLION IN 2017; 16% OF GLOBAL

DIGITAL AD SPEND. — eMarketer

HOW TO DO DIGITAL MARKETING: SEARCH ENGINE ADVERTISING

THE SEARCH ENGINE LANDSCAPE

The impact of search engines: ➤ The first position on Google

search results on desktop has a 34.36% clickthrough rate.

➤ 44% of people go directly to Amazon to start their product searches, compared to 34% who use search engines.

➤ 51% of smartphone users have discovered a new company or product when conducting a search on their smartphone. 

— Hubspot

THE ESSENTIALS OF SEARCH ENGINE ADVERTISING

➤ An often-cited statistic from Forrester research tells us 93% of all online experiences begin with a search engine.

➤ In serving up the response to the user query, search engines are typically looking at several main things:

➤ Relevance. How well your web page relates to the user’s search query and its context such as their location, their search history and time of search.

➤ Quality. Whether or not the page provides useful content.

➤ User experience. Considers the navigability of the site, relevance of links, and user satisfaction with the site as well as device compatibility and site speed.

➤ Site authority. With good internal linking users will be drawn further into the site, which supports relevancy and reduces bounce rates.

➤ Tip: Competition is fierce for top billing on a search engine results page. Do careful keyword research, optimize your site to provide what the search engine is looking for, incorporate quality links, and leverage title tags and meta descriptions to help your business gain more visibility.

66% OF B2B MARKETERS USE SEARCH ENGINE MARKETING TO PROMOTE AND

DISTRIBUTE CONTENT.

— 2016 B2B Content Marketing Trends

HOW TO DO DIGITAL MARKETING: SOCIAL MEDIA MARKETING

GLOBAL SOCIAL MEDIA

➤ 97% of online adults globally say they have visited or used a social network within the last month.

➤ 1 in 3 minutes spent online is devoted to social networking and messaging.

➤ Daily average time spent social networking is 1 hour and 51 minutes.

➤ Facebook remains by far the top service globally for membership (82%), but YouTube maintains a lead for visitors/users (85%).

–Global Web Index

THE ESSENTIALS OF SOCIAL MEDIA MARKETING

➤ The primary goal of this outlet is to nurture relationships with current and prospective customers and foster brand loyalty.

➤ With social media you can build brand awareness and visibility while distributing your business’s thought leadership, news, ideas, and offers.

➤ Social media can also improve your search engine rankings by increasing third-party links and mentions.

➤ Tip: Social media lets you be where your audience is, but focus on making a human connection to shorten the buy cycle and encourage brand evangelism rather than trying to sell, sell, sell.

“THE MOST EFFECTIVE SOCIAL PLATFORM TO USE DEPENDS ON EACH

COMPANY’S UNIQUE PRIORITIES AND

GOALS.”— B2B Social Media 2017

HOW TO DO DIGITAL MARKETING: MOBILE

MARKETING

MOBILE MARKETING MATTERS

Mobile use is on the rise: ➤There were more than 7 billion

mobile subscriptions in 2015, with 3.2 billion people globally using the Internet.

➤eMarketer estimated that nearly 2.6 billion people — over 1/3 of consumers worldwide — will use Smartphones by 2018.

➤70% of mobile searches lead to action within an hour.

➤75% of users prefer mobile-friendly sites.

➤67% of mobile users are more likely to buy from a mobile-friendly site.

– “Responsive Web Design”

ESSENTIALS OF MOBILE MARKETING

➤ Buyers today can’t be without their mobile devices, so your marketing needs to be there too.

➤ In fact, according to SmartInsights, “57% of users are ‘multiscreening,’ accessing websites on both their desktop and mobile devices” (“Responsive”).

➤ Make website and marketing more mobile responsive by making sure:

➤ Visitors can quickly find information, regardless of screen size.

➤ Load speeds aren’t compromised by large image or video files or overambitious design

➤ Prospects are able to easily locate and perform the Call-to-Action

➤ Tip: Google prefers responsive design, so you will have greater SEO success if your site is mobile-friendly and adapts, fits, and retracts to accommodate a variety of devices.

HOW TO DO DIGITAL MARKETING: CONTENT

MARKETING

THE CONTENT LANDSCAPE

➤ 70% of B2B marketers plan to create more content in 2017 compared to 2016.

➤ The average B2B marketer uses 8 content marketing tactics.

➤ B2B marketers distribute content via an average of six channels with the top four being: email (93%), LinkedIn (89%), Twitter (77%), Facebook (76%).

– Content Marketing Institute

ESSENTIALS OF CONTENT MARKETING

➤ Content marketing focuses on “creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience.”

➤ B2B marketers use content at all stages of the buyer’s journey. The strategy is to inform, educate, and delight rather than to always be selling.

➤ Types of content include: blog, whitepaper, presentation, webinar, ebook, infographic, template, spreadsheet and more.

➤ Tip: Focusing on the audience’s needs instead of simply pitching your product can increase sales, reduce your marketing costs, and enhance customer fit and loyalty (CMI).

UNDERSTANDING CONTENT MARKETING SUCCESSContent is everywhere — your digital ads, on social, driving search engine marketing, in PR, and supporting inbound marketing.

Best practices for content marketing: ➤ Have a strategy in place. ➤ Focus on quantity over

quality. ➤ Know your audience. ➤ Target your channel

distribution. ➤ Track relevant metrics.

HOW TO DO DIGITAL MARKETING: MEASURE

YOUR DIGITAL MARKETING

88% OF TOP PERFORMING MARKETERS

MEASURE THEIR CONTENT

MARKETING ROI. — 2017 B2B Content

Marketing Trends

KEY METRICS FOR MEASURING DIGITAL MARKETING SUCCESS

➤ One key reason for the embrace of digital marketing is the access to analytical data to gauge success.

➤ Determine your core metrics based on your marketing goals.

➤ Number of social shares could be a performance indicator for content seeking to increase awareness, but this same metric would say little about your conversion success.

➤ Or, if you want to increase sales, look at SEO landing page conversion rates or the number of sales qualified leads coming from display advertising.

➤ Tip: Don’t get caught up in numbers of hits, downloads, page views, or followers. These don’t speak to conversion!

“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.”

-Jeff Eisenberg

Successful digital marketing requires knowing your audience — their pain points, questions and concerns — and knowing how and where to reach that audience.

Successful digital marketing starts a conversation, informs, educates, and delights in an authentic, honest way that builds a relationship with prospective customers turning them into buyers who can become loyal advocates of your brand.

Successful digital marketing is within reach.

For more information contact Charles Lubbat at www.lubbatconsulting.com.

➤ Bianchini, D. (2011, November 21), 10 Stats to justify SEO. https://www.searchenginejournal.com/10-stats-to-justify-seo/36762/ ➤ CMI. (n.d.). What is Content Marketing? http://contentmarketinginstitute.com/what-is-content-marketing/ ➤ CMI and MarketingProfs. (2017). B2B Content Marketing: Benchmarks, Budgets and Trends — North America. http://

contentmarketinginstitute.com/2016/09/content-marketing-research-b2b/ ➤ CMI and MarketingProfs. (2016). B2B Content Marketing: Benchmarks, Budgets and Trends — North America. ➤ CNN. (2016, July 29). Americans Devote More Than 10 Hours a Day to Screen Time, and Growing. http://www.cnn.com/

2016/06/30/health/americans-screen-time-nielsen/ ➤ eMarketer. (2017, February 21). B2B Social Media 2017: Tying Efforts Back to Larger Business Goals. https://www.emarketer.com/

Report/B2B-Social-Media-2017-Tying-Efforts-Back-Larger-Business-Goals/2001984 ➤ eMarketer. (2015, April 15). Social Network Ad Spending to Hit $23.68 Billion Worldwide in 2015. https://www.emarketer.com/

Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357 ➤ Forrester Research’s Harnois, J. (2014, Dec. 29). US Digital Marketing Forecast, 2014 – 2019. http://www.slideshare.net/

JeffHarnoisMS/us-digital-marketing-forecast-2014-to-2019 ➤ Hubspot’s Lucy Alexander. (2016, Sept. 1). What is Digital Marketing? https://blog.hubspot.com/marketing/what-is-digital-

marketing#sm.0000sz3hmn1771d0oqkzsc6whscit ➤ Minnium, P. (2016, Feb. 26). 10 Best Practices for Digital Ad Breakthrough. http://marketingland.com/10-best-practices-digital-

ad-breakthrough-165619 ➤ Responsive Web Design Statistics That Matter. (2016, Feb. 20). http://www.ironpaper.com/webintel/articles/responsive-web-

design-statistics-that-matter/ ➤ Statista. (2016), Digital Ad Spending US 2016: Dossier. http://www.statista.com/statistics/456679/digital- advertising-revenue-

format-digital-market-outlook- worldwide/Global Web Index. (n.d.). GWI Social Q2 2106: Flagship Report Series. http://insight.globalwebindex.net/social

➤ Technavio. (2016, July 26). Global Digital Marketing Spending Market: 2016 – 2020. http://www.technavio.com/report/global-media-and-entertainment-services-digital-marketing-spending-market

➤ U.S. Dept. of Commerce (2017, Feb. 17). Quarterly Retail E-Commerce Sales. https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf

SOURCES