An overview on the use of digital marketing techniques in 2016 including marketing automation, branding online, conversion and data management techniques.
Creator Influencer Strategy Master Class - Corinne Rose Guirgis
Digital Marketing Trends 2016 Small Business Festival
1. Copyright by Debra Zahay 2015
A,B,Cs & Ds of Digital
Marketing in 2016
Dr. Debra Zahay-Blatz
Professor of Marketing at St. Edward’s University
Chair, Marketing, Entrepreneurship and Digital Media
Management
and President, Zahay, Inc.
Austin Small Business Festival
Austin, TX
2. Copyright by Debra Zahay 2015
The Alphabet of Digital
Marketing
•Conversion•Data
•Branding•Automation
A B
CD
3. Copyright by Debra Zahay 2015
Agenda
•Who am I?
•Automation
•Branding
•Conversion
•Data
•Questions?
17. Copyright by Debra Zahay 2015
Search
•Company sites
•Vertical sites
•Mobile
Applications
Social
Media
•Blogs
•Public
platforms
•Private sites
Content
•Webinars
•Case studies
•White Papers
Other
Industry
Sources
•Experts
•Colleagues
•Trade
Associations
The Sales
person
How B2B Customers Find
and Process Information
Source: Zahay, Schultz, Kumar, 2015
21. Copyright by Debra Zahay 2015
Search: Web Design Chicago
22. Copyright by Debra Zahay 2015
Need
Recognition
Information
Search initiated
by buyer
Engagement
Evaluation of
Alternatives
Engagement
Purchase
Post-Purchase
Evaluation
Engagement
The Buyer Engagement
Process
Source: Zahay, Schultz, Kumar, 2015
23. Copyright by Debra Zahay 2015
Small Business Tip:
Distinguish Your Brand Online
25. Copyright by Debra Zahay 2015
“If the average direct marketer
spend as much time testing and
refining and fine tuning his or her
offer as editing and polishing a
piece of direct response copy, the
bottom line would look a lot
different.”
#convcon@bmassey@zahay
Jim Kobs
26. Copyright by Debra Zahay 2015
Changing offer to “Same Day Shipping”
Improved CTR Dramatically (Guarantee Offer)
Reciprocity
Unsuccessful ad (impressions only)
Improved ad (4.76% CTR)
Thanks to Allworld Machinery and the Northern Stars Team,
Marketing Technology, NIU, Spring 2013
27. Copyright by Debra Zahay 2015
• Planned:
• Sakagami – Unbranded
• Sakagami Seals
www.allworldmachinery.com/
seals
All of Your Machinery Supply
Needs.
Quick & Easy Delivery, Call
Today!
(815) 943-0120
• Used:
• Sakagami – Unbranded (Most
Effective
– Industrial Machine Parts
Wide Selection of Seals & Packings.
Same Day Shipping. (815) 943-0120
allworld.com/SakagmiSeals
Again, clear offer “Same Day
Shipping” Outperforms
Thanks to Allworld Machinery and the TBA Team,
Marketing Technology, NIU, Spring 2013
28. Copyright by Debra Zahay 2015
Just adding the word “free” to this
ad resulted in a 7% CTR on
Adwords
(Reciprocity)
Why it was successful
Manage Your Website
All Your Site Services, One System
Call For A Free Consultation Today
www.IdeosityCMS.com
Thanks to Ideosity and the Interactive Masterminds
Team, Marketing Technology, NIU, Spring 2013
29. Copyright by Debra Zahay 2015
Poor Results with a Weak Call to
Action
What went wrong?• High Impressions/low CTR
• Weak Call-To-Action
• Poor Results
B2B Website MGMT Software
Create Customize and Manage Content
See Our Site Solutions Here
www.IdeosityCMS.com
Thanks to Ideosity and the Interactive Masterminds
Team, Marketing Technology, NIU, Spring 2013
30. Copyright by Debra Zahay 2015
Small Business Tip:
Testing
34. Copyright by Debra Zahay 2015
CopyrightbyDebraL.Zahay2000
Strategic Choice Trumps
Customer Information
.38*
.19*
.14
*
.25*
* Significant at p <.05, 2 tailed
** Significant at p < .01, 2-tailed
.30*
.20*
.17**
.17**
.17**
RMR = .011
RMSEA = .000
GFI = .996
Chi. Sq. (df) = 2.416 (6)
p = .878
Strategic
Excellence
Personali-
zation
Customi-
zation
CIS Customer
Performance
Business
Growth
N=206
Customer Performance = Share of Wallet, LTCV, Retention, ROI versus competitors
35. Copyright by Debra Zahay 2015
Executive Vision and Data
Quality are Key
Organizational
Culture
Data
Quality
Cross-
Functional
Cooperation
Customer
Performance
Business
PerformanceData
Sharing
Marketing/IT
Integration
36. Copyright by Debra Zahay 2015
Small Business Tip: Organize
First
1. Do you have an agreed vision for managing Customer
information?
2. Is there a common purpose?
2. Is the vision shared?
3 Do you use cross-functional teams?
Do you reward teams for good performance?