Develop a digital marketing strategy

1. Developing a web marketing strategy

3. Digital is important because that’s were your audience is

4. 26% Increase in views of online video steams 98% Increase in time spent watching videos on social networking sites. 66% Percentage of internet users who visit social networking or blog sites. Figures YOY from October 2009 Source: Neilsen Newswire

5. Australian companies are still betting on traditional media. But online is growing Source: The Nielsen Company Australia ~ Top Media Advertisers Report Fiscal 08/09

6. In the UK internet spend has overtaken television Source: www.emarketer.com

7. What’s in a strategy?

8. Content Social media SEO

9. Content is the most important thing on your site. It is what sets you apart from competitors. It is why users visit you, search engines rank you and advertisers buy digital inventory

11. Why use it?

12. Audience Want authenticity – not spin Want useful information Want to participate Willing to contribute Want information on demand

13. “The new publishing model on the web is not about hype and spin and messages. It is about delivering content when and where it is needed and, in the process, branding you or your organisation as a leader … “What works is a focus on your buyers and their problems. What fails is an egocentric display of your products or services.” David Meerman Scott The New Rules of Marketing and PR

14. http://www.flickr.com/photos/beingpeterkim

16. Why use it?

17. Build trust / reputation with audience Facilitates ‘word of mouth’ Find out what people really think Engage with customers Increase exposure Nurture evangelists Drive traffic to websites Advertise

18. www.publishingtalk.eu

19. www.publishingtalk.eu

21. Paid for VS Organic

22. Content helps drive organic rankings

23. SEO Keywords Links Metadata Content Domains / URLs

24. Skye Doherty MEDIA http://skyedoherty.com