introduction to digital marketing
DESCRIPTION
Part of a series on Global Information Management. Provides a high level view of why digital strategies are added to marketing arsenals,best practice implementations, and what Third Party Solutions offer.TRANSCRIPT
An Introduction to Digital Marketing
Why Digital Matters - How to Proceed - When to use Third Party Solutions
June 2010
Walter Kitchenman
Part of a Series on Global Information Management
This presentation is part of a series of work by Walter Kitchenman
(http://www.linkedin.com/in/wkitchenman) covering the importance and use of Information.
Earlier studies documented the availability, use and benefits of shared consumer and other
data and how such transparency shapes businesses globally; inhibitors to sharing information
resources within large organizations; and solutions for implementing Best Practice Information
Products and Knowledge Management.
2
• Identify steps and processes that underpin successful Digital Campaigns
• Explain how Digital and Traditional Campaigns and metrics are integrated
• Advise on the use of Third Party Vendors in the fluid Web 2.0 Universe
.
Purpose
This presentation describes the importance of adding a well-conceived
Digital Strategy to the marketing arsenal and provides a general overview
of Best Practice Digital Campaigns and Third Party solutions providers.
Agenda
1. Overview …..………………………………………………………….. 3
2. Phases ………………………………………………………………. 15
3. Processes ……..……………………………………………………..…. 23
4. Marketing 2.0 .………………………………………………………….. 38
5. Vendor Assessment …………………………………………………… 45
6. Summary ………………………………………………………………… 51
3
OVERVIEWIntroduction to Digital Marketing
4
What are Some Well Known Digital Assets?
1. iPhone Apps (Mobile)
2. Proprietary Web Sites
3. Campaign-Focused Marketing Pages
4. Facebook
5. Linkedin
6. WordPress
7. MediaWiKi
5
The practices and user communities of some emerging Mobile and Social
Networks make them more suitable to some Campaigns than others.
OVERVIEW> DEFINITIONS
A Few Important Emerging Digital Marketing Channels
6
• Two thirds of US consumers are online
• Mobile and internet technologies are being adopted even faster outside the US
• Digital Marketing campaigns are measurable (assuming data is reliable)
• Online tools and analytics are better for direct response
• Online campaigns may generate more immediate sales
• Online tools and analytics are less expensive than traditional methods
• Numerous Third Party Solutions are available to help manage digital
campaigns, determine their effectiveness and target dollars
Why Digital Marketing
Online spending is only about 5% of ad dollars today but is projected to
reach 21% of US marketing dollars by 2014 (US$55 billion).*
* Source: Forrester Research
OVERVIEW> DEFINITIONS
What is Digital Marketing?
• Traditional media including radio, TV, billboard and print, yields
response/reaction data collected, analyzed and acted upon after a campaign
• Digital marketing provides for immediate reporting and feedback while using
the internet to both Push and Pull marketing content:
– E.g., Search Engine Optimization (SEO), Email, IM, RSS, Social Media,
Texting on Mobile, and Voice Broadcast are used to Push a message
– E.g., Banner ads and Pay Per Click (PPC) searches Pull viewers to a
message or another viewer refers them, as in “here is content I liked seeing
and you might enjoy seeing too” (e.g., viral video)
• The objective of Digital Marketing is the Conversion of Visitors into customers
and improving retention of existing customers
7
Digital Marketing is a combination of Push and Pull Internet technologies
used to execute marketing campaigns
OVERVIEW> DEFINITIONS
Some Examples of OnLine Digital Content Used to Promote a Major Brand
8
MOBILE APPS - VISA ONLINE VIDEO GAME - VISA
BANNER AD - VISA
OVERVIEW> SAMPLE ONLINE CONTENT
Example of a Major Brand’s Facebook Page
9
OVERVIEW> FACEBOOK PAGE
Example of MasterCard iPhone Application
10
OVERVIEW> iPHONE APP
LANDING
What Good Digital Marketing Strategies Achieve
1. Clarify and finalize Campaign objectives
2. Define the target audience(s)
3. Identify the online and Mobile channels available and appropriate
4. Develop a strategy with unique tactics for each digital asset
5. Define success through industry specific and relevant metrics
6. Know the landscape and benchmark results against competitors
11
A good Digital Campaign is consistent with overall business objectives,
quantifies success for each channel and has appropriate metrics in place.
The Six Broad Tactics of Best Practice Digital Marketing
OVERVIEW> GOOD DIGITAL STRATEGIES>TACTICS
What Good Digital Objectives Achieve
1. Distribute Specific Content , e.g., introduce new subscription-based service
2. Achieve Specific Financial Gains, e.g., increase online sales x%
3. Target Specific Audience, e.g., reach x% of consumers of data about banks
12
Strategy is how you reach Objectives - Objectives are what you want to
achieve and they are often quantifiable.
Three Broad Objectives of Best Practice Digital Marketing
OVERVIEW> GOOD DIGITAL STRATEGIES>OBJECTIVES
13
How Traditional and Digital Media Differ
Digital MediaTraditional Media
OVERVIEW> GOOD DIGITAL STRATEGIES>HOW DIGITAL MEDIA DIFFERS
• Uses established market research
(focus groups and sampling)
• A campaign is generally a Message
• Marketers control message length
• Campaigns not optimized
immediately
• Data is collected long afterwards
• Costs are relatively high
• Business models and
demographics are fluid
• A campaign is a Conversation
• Visitors use exact search terms
• Sponsored search has +-70
characters to entice click through
• Campaigns tweaked instantly
with immediate feedback
• Costs are relatively low
The best digital strategies integrate with, and complement, the messages
sent through traditional media and channels to form a unified experience.
Inhibitors to a Fully Integrated Digital Media Campaign
1. Reach is the % of people within a given universe exposed to a particular
campaign at least once during a defined time period
2. Universe is typically based on total households
3. Gross Rating Points (GRP) are calculated by dividing Gross Impressions of
a media buy by the population reached
4. Targeted Ratings Points (TRP) are GRPs for a specific target segment
5. Effective Reach is the % of the Universe reached at a particular frequency
14
Traditional Media metrics and metrics generated from Digital Campaigns
may not yield “apple-to-apple” comparisons.
Five Key Elements of Traditional Advertising metrics
OVERVIEW> GOOD DIGITAL STRATEGIES>TRADITIONAL MEDIA METRICS
Converting Digital Metric “Oranges” to Traditional “Apples” to Facilitate Comparisons
1. Reach is very difficult to calculate in terms of Digital Marketing and often
requires Third Party solutions and expertise
2. Online Universe is based on total households with Internet access (which
may now include mobile access)
3. GRP are calculated by dividing Gross Impressions on a web site, online
design element or other digital asset by audience size
4. TRP are calculated by multiplying forecasted GRPs by the demographic
composition of the site
15
Reach prediction data supplement GRP metrics because of fragmentation of
users, variance of frequency across individuals and less certain demographics.
Four Key Elements Must be “Translated” for Comparisons
OVERVIEW> GOOD DIGITAL STRATEGIES>CONVERTING DIGITAL METRICS
Predicting Reach in the Digital Universe
1. In traditional media Reach is basically the total number of viewers of a
particular campaign
2. Online a campaign of one million impressions on a site with one million
unique users may reach only a small percentage of the site’s population
3. Online impressions compose a fraction of total monthly impressions on a site
16
The distribution of sites, the run rate (number of impressions in a given time
period), site overlap and other variables must be considered.
Three Key Considerations to Predict Online Reach
OVERVIEW> GOOD DIGITAL STRATEGIES>CONVERTING DIGITAL METRICS
PHASESIntroduction to Digital Marketing
17
The Successful Digital Marketing Campaign has Four Broad Phases
18
OptimizeStrategize BenchmarkImplement
1 2 3 4
Strategy is an important step across every phase of a campaign. Phases
are not always sequential and may be iterative as content is tweaked.
PHASES> DEFINITIONS
Strategize
19
1. Align online marketing and analytics
with general business objectives
2. Align online marketing and web
analytics with offline campaigns
3. Identify key areas for improvement
4. Identify effective business processes
5. Identify Key Performance Indicators
(KPI) and other measurements
specific to the industry and Digital
Asset
Five Keys to a Comprehensive Strategy
A Digital Campaign should be consistent with overall business objectives
and complement offline efforts that employ traditional media.
PHASES> STRATEGY
Example of Specific KPI Designed to Measure the Impact of Blogging
20
1. Average Number of New Blog Entries
2. Percentage of Unique Visitors/Members writing comments
3. Average Number of Trackbacks per Blog Post
4. Percentage of New Commentators (compared to total commentators)
5. Number of RSS Subscribers
6. Percentage of New RSS Subscribers
There are At Least Six KPI Specific to Blogs
KPI for any channel should measure your brand reputation and/or content
for your digital campaign as well as collect similar KPI for competitors.
PHASES> STRATEGY>EXAMPLE OF CHANNEL-SPECIFIC KPI
It is Important to Define the Scale of the Digital Marketing Objectives
• Are you targeting millions of viewers and thousands of websites or hundreds?
• What web trends will be tracked? Are Webtrends or Google Analytics enough?
• Are Reporting Requirements quantitative or qualitative?
– Are there Executive Level Summaries?
• What Creative and other Design Elements are involved?
• Do you need heavy statistical support to compute online Reach and other
metrics for comparisons with Traditional Media?
• Do you anticipate using A/B and other testing to optimize the Campaign?
• How will relevant digital content be kept current/accurate going forward?
• Will the campaign employ iPhone apps and other targeted mobile?
A good Digital Strategy will quantify the scope of the desired campaign prior
to the development effort.
PHASES> STRATEGY>SCOPE
21
Implement
1. Identify the proper scope of the effort at inception
2. Provide Award-Caliber Creative that enhances the user experience
3. Develop or contract the appropriate technologies or solutions
4. Maximize SEO and audit Page Tags to maximize the number of viewers
5. Plan on how online digital content stays current and accurate
6. Integrate online digital data with data from traditional media for a
comprehensive view
22
SEO terms may be optimal in theory but individual page and other tags
should be audited and reviewed regularly to ensure results in practice.
Six Keys to a Successful Implementation
PHASES> IMPLEMENTATION
Benchmark
1. Define Key Performance Indicators (KPI)
2. Customize Visitor Engagement Measurements by industry
3. Determine the client’s and its’ competitors’ baseline
4. Facilitate reporting and distribution of data and analytics with a well designed
database and Dashboard
23
Visitor Engagement Measurements and KPI should be customizable both
by industry and specific client positioning as practices may vary greatly.
Four Keys to Successful Benchmarking
PHASES> BENCHMARKING
Optimize
1. Use A/B and Multivariate Testing of many combinations to simulate
hundreds/thousands of campaigns to inform the Digital Campaign
2. Use behavioral targeting of potential viewers
3. Proactively analyze Digital Campaigns to remain relevant and engaging
4. Convert website visitors into customers more quickly and at a relatively
lower customer acquisition cost than traditional media
24
Digital’s real-time feedback makes Optimization an ongoing process. Good
analytics allow you to adjust the variables of a Digital Campaign (content,
website, design elements) that best drive conversion and satisfaction.
Four Keys to Successful Optimization of Large B2C Campaigns
PHASES> OPTIMIZATION
PROCESSESIntroduction to Digital Marketing
25
Key Processes in the Successful Digital Marketing Campaign
Five Key Processes from Campaign Inception through Optimization
1. Creative
2. Search Engine Optimization (SEO)
3. Database and Development
4. Analysis and Reporting
5. Marketing 2.0
26
Like the overall campaign itself, each major Process involves Strategy,
Implementation and Optimization.
PROCESSES> DEFINITIONS
Generally there are only 70 characters available to generate a click-
through. Creative must maximize the online presence and adapt
established Brand guidelines meant for print and traditional media.
Creative Generally Encompasses Eight Major Digital Content Types
1. Web sites
2. Logos and other branding
3. Commercials produced for the Web
4. Banner Ads
5. Specialized web-based marketing pages
6. Online Newsletters and Journals
7. eMail Graphics
8. Content optimized for Mobile Apps
PROCESSES> CREATIVE
27
Search Engine Optimization (SEO), is the process of maximizing the
placement and number of search results (ranking) for core marketing terms.
SEO is Generally Considered the Most Critical Process in Digital Marketing
Three Characteristics of Good SEO
PROCESSES> SEARCH
28
1. Natural Search Processes
2. Pay Per Click (Sponsorship)
3. Natural Language
1. Ensuring Search Visibility
2. Search forensics
3. International SEO
4. On-Line Public Relations
5. Copywriting for SEO
6. On-Line Reputation Monitoring
7. Linking Programs
Free search functions available through tagging and other processes can
be termed Natural Search Processes.
SEO is Generally Considered the Most Critical Process in Digital Marketing, cont.
Seven Essential Natural Search Processes
PROCESSES> SEARCH
29
Sponsored searches such as ads by Google account for 30 – 40% of all
search results and speed-up a subject’s inclusion in free search results.
1. Adapted to marketing calendars
2. PPC Search Terms audited
3. Key Words researched and identified
4. Ad Creative makes most of 70 characters to generate a click through
SEO is Generally Considered the Most Critical Process in Digital Marketing, cont.
Four Characteristics of a Successful Pay-Per-Click Campaign
PROCESSES> SEARCH
30
1. Use common terms for your subject, product or campaign
2. Expand beyond industry and inhouse jargon
3. Advanced approaches may include likely variations (and even misspellings)
Best Practice SEO expands beyond inhouse jargon, correctly anticipating
how potential customers use language naturally in online searches.
SEO is Generally Considered the Most Critical Process in Digital Marketing, cont.
Three Best Practice Uses of Natural Language
PROCESSES> SEARCH
31
• Data Discovery
• Analytical Reporting
• Analytical Dashboard
• Modeling
Analyses and Reporting (and other key Processes) in a Digital Campaign
are broadly divided into Media Monitoring and Media Engagement.
• eMail Marketing
• Social Media Marketing
Analytics and Reporting
Media Monitoring Media Engagement (Marketing 2.0)
PROCESSES> ANALYTICS>DEFINITIONS
32
Best Practice Analytics are Proactive and Provide for Data Integration and Competitor Analysis
• Proactive Analysis
– Third party campaign-specific tracking
• Data Integration
• Competitor Analysis
• Optimization Services ensure constant improvement
– Customer Segmentation
– Testing and Targeting
PROCESSES> ANALYTICS>BEST PRACTICE
33
Reasons to Engage in Testing
1. Increase sales and conversion rates
2. Improve landing pages
3. Get more leads
4. Decrease Cost Per Acquisition (CPA)
5. Eliminate guesswork from design elements
34
For consumer-oriented campaigns testing can eliminate inhouse disputes by
letting customers decide.
Only 26% of Digital Marketers Test Despite Five Good Reasons
PROCESSES> ANALYTICS>BEST PRACTICE
Reporting Should Provide Immediate Feedback About Visitor Behavior
• Domains Report (where conversations
take place)
• Geo Mapping (locations of
conversations)
• Blogger tags (comments by identifiable
author)
• Theme Clouds (words most associated
with the campaign)
• Comparisons by Date of Chatter
• Demographics Report (gender, age
estimated for visitors tracked)
The most useful tools show the domains, campaigns, demographics and
geography of where visitor to customer conversions are taking place.
PROCESSES> ANALYTICS>REPORTING
35
Webtrends Reports
• Data Visualization
• Modeling
• Web Crawl for Updates
Databases can provide a comprehensive view across all media, speed to
market for content management, feedback for alternative campaigns,
flexible selection criteria and personalization by segments and individuals.
• Campaign Management
• Segment Selection Management
• Web Content Management
• Mobile Apps
Database and Development
Media Monitoring Media Engagement
PROCESSES> DATABASES AND DEVELOPMENT
36
As part of Media Monitoring, IT solutions can integrate a search agent
application that crawls the web and collects the latest relevant content.
IT is Used to Constantly Search for and Display Content Relevant to the Campaign
1. Comments and other content related to the campaign
2. Comments and other content related to competitors’ campaigns
37
PROCESSES> DATABASES AND DEVELOPMENT
Web Crawlers Capture Two Main Types of Content Automatically
Best Practice Data Visualization: A Dashboard
1. Aggregates data from all available sources
2. Summarizes data through a simple user interface
3. Displays a comprehensive analysis
4. Includes competitor digital content, bringing email and banners, etc., for
comparison
Reporting generally provides too much data rather than too little. Best
Practice includes a top level display of highly relevant data and insights.
A Well Designed Dashboard Has Four Key Elements
PROCESSES> DATABASES AND DEVELOPMENT>DATA VISUALIZATION
38
Examples of Data Visualization: Sample Marketing Dashboard
39
PROCESSES> DATABASES AND DEVELOPMENT>DATA VISUALIZATION
MARKETING 2.0Introduction to Digital Marketing
40
Marketing 2.0
Digital Marketing is largely comprised of two key functions
1. Public Relations 2.0 (ePR)
2. Customer Relationship Management 2.0 (eCRM)
41
With the advent of Web 2.0, successful digital strategies incorporate Public
Relations and Customer Relationship Management.
MARKETING 2.0>DEFINITIONS
Digital Marketing Strategy Involves Customization by Specific Digital Medium
• Blogs (e.g., LiveJournal, Typepad, WordPress, etc.)
• Microblogs (e.g.,Twitter, Plurk, Identica, etc)
• Message Board/Forums
• Wiki (sites that allow the public to make changes)
• Video/Photo Sharing (e.g.,YouTube, Flickr, etc)
• Social Networks (e.g., Facebook, Myspace, Linkedin)
• Mainstream Media Blogs (e.g., Wall Street Journal, CNN, etc.)
• Mobile Apps (iPhone)
Business models and practices are evolving rapidly. The suitability of each
digital forum should be assessed for each particular industry and campaign.
MARKETING 2.0> DIGITAL MEDIA
42
Public Relations for Web 2.0 (ePR or PR 2.0)
• Blogs and Mainstream Digital Media
– Online features/reviews, premiere content, placement of exclusive clips
and features, high profile interviews, online contests, press coverage
• Social Media Sites
– Place content in front of millions of eyeballs at a very low price point
– Turn viewers/customers into advocates
• Mobile
– .e.g., iPhone apps (including emerging such as iPad), and Web 2.0 sites
specific to mobile
ePR refers to marketing techniques that enable clients to receive high-
impact placements on influential websites, mobile apps and blogs.
MARKETING 2.0> PUBLIC RELATIONS
43
Six Key ePR Strategies Figure Prominently in Successful Digital Campaigns
44
Update &
Maintain
Content
Filter
Inappropriate
Comments
Develop Social
Media Widgets
Respond to
Messages
Create Social
&
Mobile Profiles
Convert
Visitors
Successful ePR develops appropriate social networking strategies for each
channel or platform (e.g., Facebook, Twitter, iPhone, etc.)
1 2 3 4 5 6
MARKETING 2.0> PUBLIC RELATIONS>KEY STEPS
Customer Relationship Management for Web 2.0 (eCRM or CRM 2.0)
• Holistic approach to CRM and implementation; communication and data
planning; multi channel campaign management; and customer data
management
• Customer engagement from acquisition to retention and advocacy across all
channels, traditional and digital
• Creating a global online customer dialogue platform
For consumer focused businesses, rapid adoption of Web 2.0 and Social
Media means traditional CRM, customer acquisition and retention
strategies must integrate eCRM to capture the entire customer journey.
MARKETING 2.0> CRM>DEFINITIONS
45
Digital Marketers Adjust to the Mobile Boom
1. Starwood hotels rewards their top twenty commercial clients
– An iPhone app. presents detailed info for 200 Starwood hotels, including 500MB of photos, maps, contact details, floor plans and capacity information
– The iPhone app includes orientation-sensitive interface, faceted search, an RSS feed and support for "favorites“
2. The McKinsey Quarterly alerts subscribers and in real-time
– An iPhone app provides Alerts to the latest articles and thought leadership using the iPhone’s touch interface and app-Safari interoperability
– The iPhone app fits McKinsey’s longer term mobile strategy to use mobile devices to customize content delivery by both user preference and past reading habits
Applications for mobile devices such as the Apple iPhone and the Palm
Pre are redefining the mobile marketing landscape.
Two examples of Digital Marketing and Mobile Apps
MARKETING 2.0> MOBILE>DEFINITIONS
46
VENDOR ASSESSMENTIntroduction to Digital Marketing
47
Vendor Assessment May be the Most Important Process in a Digital Marketing Campaign
Typical Third Party Solutions Used in Digital Campaigns
1. Best Creative normally requires partnering with outside agencies
2. Professional Services Providers advise on optimum strategies, the
competitive landscape and the latest analytics
3. Professional Services Providers offer deeper expertise in key social media
and other emerging channels (e.g., iApp development)
4. Third Parties provide relatively low cost Content and Campaign
Management Solutions
5. Third Parties help navigate more complex statistical challenges such as
calculating Online Reach and general integration of online metrics
6. Monitoring and updating of digital content post-campaign can be outsourced
48
Optimizing the results of a Campaign and Digital Presence generally
involves using Third Party Solutions and/or outsourcing.
VENDOR ASSESSMENT> DEFINITIONS
Simple Web Analytics May be Enough for Many Digital Marketing Efforts
1. Webtrends provides metrics for social media and Twitter
2. Webtrends provides both Client and Server-side tracking while most
competitors support one or the other
3. There are a large number of sophisticated built-in reports covering all areas of
a site including technical, marketing and sales
4. There is both a hosted and a software version, with the software version
offering full control of data
5. Cost is a minimum US$5,000 per license
6. Set-up and support will probably require expertise inhouse
49
Webtrends is the overwhelming market leader in web analytics and is
believed to provide the highest quality data.
Six Key Considerations in Assessing Webtrends
VENDOR ASSESSMENT> BASIC WEB ANALYTICS
Simple Web Analytics May be Enough for Many Digital Marketing Efforts, cont.
1. Easy Set-Up: Simple new account creation with exact JavaScript provided to
insert into online pages (implementation in under 1 hour)
2. Built-in Reports and Polished Graphs for the most important statistics
including tooltips and drill-downs
3. Custom Reporting and Export: Custom reports can be created using a drag-
drop function
4. Data Export API facilitates the build of a customer User Interface
5. Analytics are free, but user data is hosted and in the cloud, security and
control over which may be considered inadequate for certain digital efforts
50
Google Analytics provides a free, user-friendly and immediate solution for
web analytics that may suit many Digital Marketing Efforts (especially B2B).
Five Key Considerations in Assessing Google Analytics
VENDOR ASSESSMENT> BASIC WEB ANALYTICS
An Example of a Google Analytics Graph
51
VENDOR ASSESSMENT>GOOGLE ANALYTICS SAMPLE
52
Digital Marketing – Some Major Vendors by Key Process
Webtrends
Google Analytics
Omniture
Site Catalyst
Websidestory
Web Trends
IT, Integration
Alterian
Stratigent
Analytics
Oracle
Microsoft
Java (BEA Star)
Dbases, Development
Campaign Management
Search (SEO)
Vignette Partners
Interwoven
SiteCore Partners
Percussion
MediaSurface
Documentum
FatWire
Umbraco
Omniture HBXEndecaGoogleFASTSmartLogicAutonomy/Verity
SAPSiebelPeopleSoftEpiphanyIBM Microsoft
VENDOR ASSESSMENT>MAJOR VENDORS
SUMMARYIntroduction to Digital Marketing
53
Key Developments
• Two thirds of US consumers are online
• Adoption rates for mobile and internet tech is more rapid outside the US
• Twenty one percent of all marketing dollars may be spent online by 2014
• ePR and eCRM becoming essential to track the entire customer experience
• Digital Marketing may provide for faster sales and lower CPA than Traditional
Marketing efforts
• Fluid and uncertain business models in emerging online media may require
specific expertise (e.g., iAPPS, social media such as Facebook and Twitter)
54
SUMMARY>KEY DEVELOPMENTS
Digital Marketing Efforts Best Practices are Likely to Include Third Party Solutions
• Assess basic scope of the Digital Marketing effort:
– Are basic web trends analytics sufficient?
– Will you test alternative campaigns and design elements to assess the best
strategies that convert viewers to customers?
– Must you predict online Reach or perform other complex statistical
analyses for comparisons with the metrics yielded by Traditional Media?
• Integrate with Traditional Media for a unified viewer experience
• Put appropriate KPI in place before the start of a campaign
• Benchmark metrics for the subject Digital Campaign against those for similar
campaigns and competitors
• Consider the use of appropriate Third Party Solutions from Strategy to
Optimization to hedge against the fluid Web 2.0 environment
55
SUMMARY>BEST PRACTICES
For More Info –http://www.linkedin.com/in/wkitchenman
2010
Walter Kitchenman
Walter Kitchenman is an author and consultant on strategic issues in financial services. He
spent more than a decade as an international banker in Latin America and Europe and helped
launch the leading boutique advisory firm covering the strategic use of IT. Most recently he
managed several digital platforms at MasterCard Worldwide which were winners of the
International Web Designers Award and the New York IABC’s Award of Merit. He has a
graduate degree from Johns Hopkins School of Advanced International Studies (SAIS) and BA
with special honors from the Elliot School of George Washington University.
An Introduction to Digital Marketing
Why Digital Matters - How to Proceed - When to use Third Party Solutions
July 2010
Walter Kitchenman