This is a presentation from an Introduction to Marketing class at UNC-Chapel Hill's School of Journalism. The aim of the lecture was to educate students on how to build a digital strategy for clients and how that differs from traditional ad strategy. The lecture touches on the difference between tactics and strategy and looking at how to implement specific tactics to accomplish the overall strategy.

1. Digital Marketing
Building and executing a digital strategy
Clay Schossow, New Media Campaigns
Tweet at @newmediaclay

2. New Media Campaigns
● 11 Person Agency in Carrboro
● Full-service digital agency
● Work with political campaigns, non-profits,
companies, & partner with agencies
● Startups and Local Clients to Fortune 500
○ UNC, Boeing, Cisco, Rhodes Scholars, etc.

3. Developing a Digital Strategy
● How is it different than traditional?
● Important Steps:
○ Ranking Audiences
○ Ranking conversions
○ Choosing and testing message
● Difference of Strategy vs. Tactics
● Choosing tactics to execute through

4. Key Digital Tactics
● Paid Online Advertising
● Social Media
● Inbound Marketing
● Earned/WOM
● All complements

5. Paid Ads
● CPM vs. CPC
● Display/Contextual vs. Search
○ Longtail in Search
● Ad Exchanges
○ Consumer data and targetting
● A/B Testing

6. Social Media
● Facebook
○ Cheap $: Like Ads, Display Ads, Games
○ Pages and Share Campaigns
○ Give users something, then keep them engaged
● Twitter
○ New Ads, sponsored tweets
○ Viral campaigns: Hunger Games vs. McDonalds
● YouTube/Flickr/LinkedIn/Pinterest
● Email

7. Inbound Marketing
● Inbound vs. Outbound
● Organic vs. Paid results
● Consistently create quality content: blogging,
social media, email campaigns
● Only cost is time
● Focus on longtail

8. Complements
● Rare that one tactic stands alone
● Each tactic is for different audience/media
● Mix of paid and earned
● Always testing and monitoring to double
down

9. Around the Corner
● Shiny new thing
● Wait for critical mass before recommending
to a client
● Watch industry trends through blogs, social
media, influencers

10. Takeaways
● One medium made up of multiple media
● Cost effective to work on fly
● Always Be Testing
● Content Creation

11. What You Can Do?
● Employers are looking to millenials
● Try this stuff: Blog, Tweet, Run an Ad
Campaign
● Interact with leaders in the space

12. Thanks!
Clay Schossow
www.newmediacampaigns.com
clay@newmediacampaigns.com
@newmediaclay