A 5-step formula to simplify digital marketing and advertising. Taking a human-centered approach to digital marketing is about finding people where they’re talking and adding value to that conversation – no matter where it’s taking place. This means constantly searching for new and better ways to interact with users, relentlessly breaking down boundaries between platforms to build multi-channel relationships.

1. HARNESS THE
DIGITAL WHIRLWIND
GARRETT GINGERICH, DIGITAL DIRECTOR
@garrettrg

6. The fact is that in a digital world,
inherently, we are all entangled
in digital dynamics.

7. HOW DID MY BUSINESS
GO DIGITAL?

8. Two ways.
Gradually,
then suddenly.”
“

9. 5-STEP FORMULA TO HARNESS
THE DIGITAL WHIRLWIND

10. ALIGN BUSINESS
OBJECTIVES
1

11. ALIGN BUSINESS
OBJECTIVES
FOCUS ON
PEOPLE
1 2
+

12. ALIGN BUSINESS
OBJECTIVES
FOCUS ON
PEOPLE
TELL A
STORY
1 2 3
+ +

13. ALIGN BUSINESS
OBJECTIVES
FOCUS ON
PEOPLE
TELL A
STORY
DELIVER YOUR
CONTENT
1 2 3 4
+ + +

14. ALIGN BUSINESS
OBJECTIVES
FOCUS ON
PEOPLE
TELL A
STORY
DELIVER YOUR
CONTENT
MEASURE
SUCCESS
1 2 3 4 5
+ + + +

15. ALIGN BUSINESS
OBJECTIVES
FOCUS ON
PEOPLE
TELL A
STORY
DELIVER YOUR
CONTENT
MEASURE
SUCCESS
1 2 3 4 5
= DIGITAL MARKETING SUCCESS
+ + + +

16. ALIGN BUSINESS OBJECTIVES
No digital marketing campaign can be
successful without clear objectives and a
strategy to make it happen.
1

17. FOCUS ON PEOPLE
By stepping into your audience’s shoes, it
allows you to focus on what they’re looking for
vs want you want to say about yourself.
2

18. TELL A STORY
Tell great stories that build
relationships with people.
3

20. Academic research from the University
of Wisconsin illustrates that stories
have an impact on people’s personal
relationships, including sympathy,
empathy, and compassion.

23. Technology is no longer the barrier.
Today, the barrier is telling a great story
that resonates with your audience.

24. SHARED INTERESTS AND VALUES
COMPANY &
YOUR CUSTOMERS
PRODUCTS &
SERVICES

25. How do I create this content?
Repurpose existing content.
Listen on social media.
Look at industry blogs.
Subscribe to free newsletters.
Talk to people.

26. DELIVER YOUR CONTENT
Find people where they’re talking and add
value to that conversation – no matter where
it’s taking place.
4

27. 2
7
Branded communication that makes
a direct connection between brand
and consumer.
OWNED
(SUBSCRIBERS)
Advertising that is placed and
bought by the marketer.
PAID
Communication about a brand that is
distributed by someone else.
EARNED
(NOT OWNED)

28. Owned Channels –
They’ve opted in to your
communications and are likely to be
your biggest brand advocates.

29. Owned Channels –
WEBSITE EMAIL SOCIAL PROFILES

30. Earned Channels –
Allow you access to a bigger,
engaged audience.

31. Earned Channels –
PR
SEARCH ENGINES
(GOOGLE & BING)
FORUMS (REDDIT)
SOCIAL COMMUNITIES
(LINKEDIN GROUPS)

32. Paid Advertising Channels –
Provide quicker wins and access to
a bigger audience that you may
have not otherwise reached.

33. Paid Advertising Channels –
PAID SEARCH
DISPLAY ADS
RETARGETING ADS
SOCIAL ADS
PAID INFLUENCERS

34. MEASURE SUCCESS
Use data to figure out what’s working
(and what’s not).
5

35. INCREASED SALES
Number of leads
RAISE BRAND AWARENESS
Increase percentage of new
website visits
RAISE ENGAGEMENT
Increase time on site and
page depth
BE A RESOURCE
Number of return visits and
social referrals
A QUESTION ANSWERER
Number of hits to blog content
MAINTAIN OPTIMAL SITE
PERFORMANCE
Reduce load time and bounce
rate
KPIs

36. Must answer certain questions.
How/what are we doing?
How much did we grow?
When did it happen?
Why did it happen?

37. KEEP IT SIMPLE
Digital marketing doesn’t have to be hard.
Focus on people over platforms and devices,
and you’ll be successful.
BONUS

38. Taking a human-centered approach to digital
marketing is about finding people where they’re
talking and adding value to that conversation – no
matter where it’s taking place. This means constantly
searching for new and better ways to interact with
users, relentlessly breaking down boundaries between
platforms to build multi-channel relationships.

39. THANK YOU
GARRETT GINGERICH, DIGITAL DIRECTOR
@garrettrg | pathfind.com