3. AN OVERVIEW OF DIGITAL MARKETING
What is Digital Marketing?
Why Digital Marketing?
How to do Digital Marketing
Search Engine Marketing
Social Media Marketing
Measure Your Digital Marketing
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
Digital marketing is a broad term
referring to all online marketing,
leveraging many digital channels
to connect with prospects and
6. YOUR DIGITAL MARKETING ASSETS
A business has a huge spectrum of assets in digital marketing. These include, per Hubspot:
Social media accounts
Earned online coverage (via social media, PR, reviews)
Online brochures and lookbooks
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.
8. THE DIGITAL
• An estimated 650,000
search queries are made on
• More than 700 videos are
hosted on YouTube
• Over 700,000 status
updates and 500,000
comments are posted on
• Over 65,000 tweets are
• Approximately 180 million
e-mails are sent.
9. FORECASTING DIGITAL MARKETING
Forrester forecasts an
increase from 57.29
billion US dollars in
2014 to 103.37 billion
US. dollars in 2019.
Why this growth?
• A recovering
• Media proliferation
• Performance proofs
driving marketers to
better trust digital.
11. THE DIGITAL AD
LANDSCAPE 64.6% of people click on Google ads
when they are looking to buy an item
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
12. THE ESSENTIALS OF DIGITAL
ADVERTISING There are two main types of digital ad: display and Pay-Per-Click
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
13. UNDERSTANDING DIGITAL AD
Some 87% of people say there
are more ads than two years
Best practices for digital
Get the viewer’s focused
attention by being relevant
Offer the ad viewers value —
entertainment or information.
Be simple, and retain
consistency across channels
in terms of message, theme or
16. THE SEARCH
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.
17. 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.
20. 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
Daily average time spent social
networking is 1 hour and 51
Facebook remains by far the top
service globally for membership
(82%), but YouTube maintains a
lead for visitors/users (85%).
–Global Web Index
21. 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.
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
67% of mobile users are more likely
to buy from a mobile-friendly site.
– “Responsive Web Design”
25. 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”
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
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.
27. 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
28. 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).
29. UNDERSTANDING CONTENT
Content is everywhere —
your digital ads, on social,
driving search engine
marketing, in PR, and
Best practices for content
Have a strategy in place.
Focus on quantity over
Know your audience.
Target your channel
Track relevant metrics.
32. 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!
33. “ It’s much easier to double your
business by doubling your conversion
rate than by doubling your traffic.”
34. 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. YOUR CTA
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eMarketer. (2017, February 21). B2B Social Media 2017: Tying Efforts Back to Larger Business Goals.
eMarketer. (2015, April 15). Social Network Ad Spending to Hit $23.68 Billion Worldwide in 2015.
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