This talk took place at Bristol University on 30th April 2019. In this talk, we will present different components of a digital marketing campaign and their impact on business. We will introduce elements of Brand Awareness, Social Media, Pay-Per-Click (PPC) campaigns and, especially, advantages of SEO (Search Engine Optimisation). We will also look at the examples of user behaviour and perception in terms of a company's digital marketing activities.

1. eMarketing:
The Essential Guide to Digital Marketing
Rad Paluszak

2. eMarketing: The Essential Guide to Digital Marketing
• Traditional Marketing vs Digital
• The Website & Monetisation
• Brand Awareness
• Channels
• Social Media
• PPC
• Video
• Email Marketing
• Mobile Marketing - Apps
• SEO
• Customer Reviews as Trust Signals
• Conversion Rate Optimisation (CRO)
What am I talking about?
eMarketing: The Essential Guide to Digital Marketing

3. Rad Paluszak
• “SEO” birthday - 2010 (Caffeine update)
• Web developer “at heart”
• Algorithms <3
• Machine Learning <3
• Data Mining <3
• “Technical SEO Artist”
@radpaluszak
📧 rad@paluszak.me
📧 rad@susodigital.com
Director of SEO

4. Traditional Marketing vs Digital
eMarketing: The Essential Guide to Digital Marketing
Traditional Marketing Digital Marketing
“The Old”
• Print
• Broadcast
• Direct Mail
• Telephone
• Outdoor
“The New”
• Social Media
• Email Marketing
• Paid Search (PPC)
• Search Engine Optimisation
• Blogs and Content Marketing
• Mobile
• Online Brochures
• Video Marketing
• Influencer Marketing
• Brand Awareness

5. eMarketing: The Essential Guide to Digital Marketinghttps://www.lyfemarketing.com/blog/digital-marketing-vs-traditional-marketing/

6. Digital Marketing – Main Advantages
eMarketing: The Essential Guide to Digital Marketing
1. Instant

7. Digital Marketing – Main Advantages
eMarketing: The Essential Guide to Digital Marketing
1. Instant
2. Shareable

8. Digital Marketing – Main Advantages
eMarketing: The Essential Guide to Digital Marketing
1. Instant
2. Shareable
3. Cheap

9. Digital Marketing – Main Advantages
eMarketing: The Essential Guide to Digital Marketing
1. Instant
2. Shareable
3. Cheap
4. Measurable

10. Digital Marketing – Main Advantages
eMarketing: The Essential Guide to Digital Marketing
1. Instant
2. Shareable
3. Cheap
4. Measurable
5. Interactive

11. The Website
eMarketing: The Essential Guide to Digital Marketing
Online Presence
• Company Website
• Corporate Portal
• E-commerce / Online Shop
• Personal Blog
• Affiliate Website
• Landing Page
• Social Media Profile
• Google My Business
• Mobile App
• // …

13. eMarketing: The Essential Guide to Digital Marketing

14. Brand Awareness
eMarketing: The Essential Guide to Digital Marketing
Digital Marketing … ?
• Website
• Social Media Profile
• Facebook
• Twitter
• Google My Business
• Mobile App
• Brand Persona
• Blogging & Content Marketing
• Podcasts
• Paid Ads
• SEO
• // …

15. Monthly active Facebook users worldwide
https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ eMarketing: The Essential Guide to Digital Marketing

16. Monthly active Facebook users worldwide
https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/c
2.375B
eMarketing: The Essential Guide to Digital Marketing

17. eMarketing: The Essential Guide to Digital Marketinghttps://www.statista.com/statistics/280295/market-share-held-by-the-leading-social-networks-in-the-united-kingdom-uk/

18. eMarketing: The Essential Guide to Digital Marketinghttps://real923la.iheart.com/content/2019-01-24-this-is-why-burger-king-liking-your-old-random-tweets/

19. eMarketing: The Essential Guide to Digital Marketinghttps://real923la.iheart.com/content/2019-01-24-this-is-why-burger-king-liking-your-old-random-tweets/

20. eMarketing: The Essential Guide to Digital Marketinghttps://real923la.iheart.com/content/2019-01-24-this-is-why-burger-king-liking-your-old-random-tweets/

21. eMarketing: The Essential Guide to Digital Marketinghttps://real923la.iheart.com/content/2019-01-24-this-is-why-burger-king-liking-your-old-random-tweets/
100% free advertisement to millions 👌

22. eMarketing: The Essential Guide to Digital Marketinghttps://thetakeout.com/burger-king-gibberish-twitter-stunt-1830772000
Social Media Brand Interaction

23. eMarketing: The Essential Guide to Digital Marketinghttps://thetakeout.com/burger-king-gibberish-twitter-stunt-1830772000
Social Media Brand Interaction

24. eMarketing: The Essential Guide to Digital Marketinghttps://thetakeout.com/burger-king-gibberish-twitter-stunt-1830772000
Social Media Brand Interaction

25. eMarketing: The Essential Guide to Digital Marketinghttps://thetakeout.com/burger-king-gibberish-twitter-stunt-1830772000
Social Media Brand Interaction

26. eMarketing: The Essential Guide to Digital Marketinghttps://www.msn.com/en-us/foodanddrink/restaurantsandnews/burger-king-tweeted-something-super-weird-and-people-are-kind-of-concerned/ar-BBLZ3o6
Social Media Brand Interaction

27. eMarketing: The Essential Guide to Digital Marketinghttps://www.foxnews.com/food-drink/burger-king-trolls-president-trump-with-hamberder-tweet
Social Media … Interaction
Originally posted as “hamberders”

28. eMarketing: The Essential Guide to Digital Marketinghttps://www.foxnews.com/food-drink/burger-king-trolls-president-trump-with-hamberder-tweet
Social Media … Interaction

29. eMarketing: The Essential Guide to Digital Marketinghttps://www.foxnews.com/food-drink/burger-king-trolls-president-trump-with-hamberder-tweet

30. eMarketing: The Essential Guide to Digital Marketing

32. eMarketing: The Essential Guide to Digital Marketinghttps://www.fastcompany.com/90262565/burger-king-got-in-a-sick-twitter-burn-on-kanye-because-thats-how-things-work-now

33. eMarketing: The Essential Guide to Digital Marketing
100% free advertisement to millions 👌
https://www.fastcompany.com/90262565/burger-king-got-in-a-sick-twitter-burn-on-kanye-because-thats-how-things-work-now

34. eMarketing: The Essential Guide to Digital Marketinghttps://trends.google.com/trends/explore?date=all&q=ppc,adwords,google%20ads
Pay Per Click

35. eMarketing: The Essential Guide to Digital Marketinghttps://martechtoday.com/despite-ongoing-criticism-facebook-generates-16-6-billion-in-ad-revenue-during-q4-up-30-yoy-230261
Facebook Ad Revenue

36. eMarketing: The Essential Guide to Digital Marketinghttps://qz.com/1334369/alphabet-q2-2018-earnings-google-is-more-than-just-advertising-now/
Google Ad Revenue

37. eMarketing: The Essential Guide to Digital Marketing
Google Ad Example

38. eMarketing: The Essential Guide to Digital Marketing
Facebook Ad Examples

39. eMarketing: The Essential Guide to Digital Marketinghttps://www.statista.com/statistics/296227/us-youtube-reach-age-gender/
Video Marketing

40. eMarketing: The Essential Guide to Digital Marketinghttps://blog.hootsuite.com/youtube-stats-marketers/
Video Marketing
1. 1.9 billion logged-in users visit YouTube every month
2. 96 percent of 18- to 24-year-old American internet users use
YouTube
3. Half of American internet users aged 75 and over use
YouTube
4. YouTube is the 2nd most-visited website in existence (data
by alexa.com
5. 70 percent of views are on mobile
6. YouTube is the top iOS app of 2018
7. YouTube reaches more American 18- to 34-year-olds than
any TV network

41. eMarketing: The Essential Guide to Digital Marketing
YouTube Ad Examples

42. eMarketing: The Essential Guide to Digital Marketing
YouTube Ad Examples

43. eMarketing: The Essential Guide to Digital Marketinghttps://blog.hubspot.com/marketing/email-marketing-stats & https://techjury.net/stats-about/gmail-statistics/
Email Marketing
1. 93% of B2B marketers use email to distribute content.
2. Active email accounts are expected to hit 6 billion in 2019.
3. 83% B2B companies use e-newsletters as part of their content
marketing program.
4. 40% of B2B marketers say email newsletters are most critical to
their content marketing success.
5. It's estimated that the U.S. will spend over $350 million on email
advertising in 2019.
6. *) Gmail holds 20% of the global email market with 1.2 billion
monthly active users.

44. eMarketing: The Essential Guide to Digital Marketinghttps://www.statista.com/statistics/271644/worldwide-free-and-paid-mobile-app-store-downloads/

45. eMarketing: The Essential Guide to Digital Marketinghttps://mindsea.com/app-stats/
Mobile Marketing - Apps
1. Desktop internet usage is falling & mobile internet usage is rising.
2. Consumers downloaded 178 billion apps in 2017—and that
number is climbing.
3. Mobile apps are projected to hit $188.9 billion in revenue by 2020.
4. Nearly 25 percent of all mobile apps are game apps—2.5 times the
number of business apps.
5. The top 3 mobile apps millennials can’t live without are Amazon,
Gmail, and Facebook.
6. In 2017, 18- to 24-year-olds spent 66 percent of their digital media
time using smartphone apps.

46. eMarketing: The Essential Guide to Digital Marketinghttps://www.similarweb.com/blog/mobile-messaging-app-map-january-2019

47. Browser Market Share Worldwide
eMarketing: The Essential Guide to Digital Marketinghttp://gs.statcounter.com/browser-market-share

48. Search Engine Market Share Worldwide
eMarketing: The Essential Guide to Digital Marketinghttp://gs.statcounter.com/search-engine-market-share

49. SEO
eMarketing: The Essential Guide to Digital Marketing

50. Google Search Results
eMarketing: The Essential Guide to Digital Marketing
• Over 70k searches every SECOND
• 15% of queries have never been
seen by Google
• =500 million brand new queries a
day
https://www.cnet.com/news/google-search-scratches-its-brain-500-million-times-a-day/

51. Rank Brain
3rd Most Important & Confirmed
Ranking Signal
„Black Box”
Deep Machine Learning System
eMarketing: The Essential Guide to Digital Marketing

52. Rank Brain in Search Results
Results
Post
process
ing
Relevance
Matching
Intent
AnalysisNLPQuery
Parsing
User Query
Results Satisfaction
Analysis (CTR, BR)
eMarketing: The Essential Guide to Digital Marketing

53. Rank Brain in Search Results
eMarketing: The Essential Guide to Digital Marketing

54. eMarketing: The Essential Guide to Digital Marketinghttps://www.brightlocal.com/research/local-consumer-review-survey/

55. Customer Reviews as Trust Signals
eMarketing: The Essential Guide to Digital Marketinghttps://www.brightlocal.com/research/local-consumer-review-survey/

56. Customer Reviews as Trust Signals
eMarketing: The Essential Guide to Digital Marketinghttps://www.brightlocal.com/research/local-consumer-review-survey/

57. Customer Reviews as Trust Signals
eMarketing: The Essential Guide to Digital Marketinghttps://www.brightlocal.com/research/local-consumer-review-survey/

58. eMarketing: The Essential Guide to Digital Marketing

59. eMarketing: The Essential Guide to Digital Marketing

60. Customer Reviews as Trust Signals
eMarketing: The Essential Guide to Digital Marketing

61. Customer Reviews as Trust Signals
eMarketing: The Essential Guide to Digital Marketing

62. Customer Reviews as Trust Signals
eMarketing: The Essential Guide to Digital Marketing

63. 01 02 03 04
Conversion Rate Optimisation (CRO)
Conclude
&
Implement
Create A/B
Experiment
Split TestAssume you know
nothing about your
visitors
eMarketing: The Essential Guide to Digital Marketing

64. CRO: Call-To-Action (CTA) Button
eMarketing: The Essential Guide to Digital Marketing

65. +85%
+71.3%
+89.1%
CRO: Call-To-Action (CTA) Button
eMarketing: The Essential Guide to Digital Marketing

66. Case Study Source: https://diggitymarketing.com/content-for-seo-and-conversion/
CRO: Product Review
eMarketing: The Essential Guide to Digital Marketing

67. Case Study Source: https://diggitymarketing.com/content-for-seo-and-conversion/
+42.9%
CRO: Product Review
eMarketing: The Essential Guide to Digital Marketing

68. Thank You!
RAD PALUSZAK
Director of SEO at SUSO Digital
rad@paluszak.me
@radpaluszak
Email Subject:
Bristol eMarketing Talk 2019
The Future of Customer Engagement