This presentation contains an overview on the 8 main online marketing channels businesses use to increase brand awareness, develop leads, and generate sales. These digital marketing channels include: - Search Engine Optimization - Search Engine Marketing / PPC Advetising - Display Advertising - Social Media Marketing - Influencer Marketing - Content Marketing - Email Marketing - Mobile Advertising *Presentation was prepared by our Director of Media & Strategy, Jonathan Berthold.

1. EIGHT WAYS TO MARKET
YOUR BRAND ONLINE
Prepared by:
Rank Media Agency

2. 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

3. 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

4. Search Engine Optimization

5. 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 Generation
WebDam Solutions  http://www.webdamsolutions.com/2014-marketing-statistics-infographic/

6. 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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7. Search Engine Marketing

8. 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

9. 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 ads
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10. Display Advertising

11. 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.html
http://www.cmo.com/content/cmo-com/home/articles/2013/11/20/15_Stats_Retargeting.html

12. 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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13. Social Media Marketing

14. 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 Generation
Jeff Bullas  http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/#XJWOB9DrEUeAJYWE.99

15. 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? 15

16. 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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17. Influencer Marketing

18. 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

19. 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 business
and promote your products & services
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20. Content Marketing

21. 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/

22. 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

23. 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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24. Email Marketing

25. 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

26. 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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27. Mobile Advertising

28. 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/

29. Conclusion

30. 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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