EIGHT WAYS TO MARKET YOUR BRAND ONLINE

Prepared by:Rank Media Agency

Online Marketing Channels

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• Search Engine Optimization

• Display Advertising

• Influencer Marketing

• Email Marketing

• Search Engine Marketing

• Social Media Marketing

• Content Marketing

• Mobile Advertising

Online Marketing Trends

• $135 Billion is estimated to be spent on digital marketing in 2014

• Digital advertising will make up 25% of total advertising spending by 2015

• Global ecommerce sales will reach $1.3 Trillion by 2016

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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

Search Engine Optimization

Search Engine Optimization

• 61% of Internet users research products online

• 44% of online shoppers begin by using a search engine

• 75% of users will not scroll past the first page of search results

• 33% of organic traffic goes to 1st listing on search engines

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HubSport http://www.hubspot.com/marketing-statistics#Lead GenerationWebDam Solutions http://www.webdamsolutions.com/2014-marketing-statistics-infographic/

Main Benefits of SEO

• Cost-effective when strategy is executed efficiently

• Provides a better overall user experience

• Search engines drive the most traffic

• Builds brand awareness and branding opportunities

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Search Engine Marketing

Search Engine Marketing (PPC)

• Total advertising spend on mobile grew 23% in Q4 2013 compared to the previous quarter

• 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 advertising now represents 20% of total search spending worldwide

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eConsultancy http://econsultancy.com/blog/64144-global-paid-search-spend-increased-in-2013-stats

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)

• Google Shopping allows brands to create product-based ads9

Display Advertising

Display Advertising

• Traditional Banner Display Advertising• Fixed-fee (CPM rate or Flat Fee) vs. real-time bidding (RTB)

• Social Media Advertising• Facebook, Twitter, LinkedIn, Foursquare, etc. (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

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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

Power of Retargeting

• The average person sees more than 1,700 banner ads/month

• An estimated 60% U.S. online consumers notice ads for products they looked up on other sites

• The average CTR for display ads is ~0.07%, whereas the average CTR for retargeted ads is ~0.7%

• Retargeted visitors are 70% more likely to convert than non-retargeted web users

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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

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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, national, or international?

• Main objectives: to increase awareness, community engagement, leads, or sales (ecommerce)?

• Community building activities: will you launch contests? Hold group discussions?

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Benefits of Social Media

• Increases brand awareness

• Helps build active communities and brand advocates

• You can target niche audiences

• Social media can help convert users into customers

• Sophisticated advertising platforms provide huge potential

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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

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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

• 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

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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%),

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Unbounce http://unbounce.com/content-marketing/content-marketing-stats/

Content Marketing Vehicles

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• 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

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Email Marketing

Email Marketing

• 74% of consumers prefer to receive commercial communications via email

• Email marketing has an 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

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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

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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

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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 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

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