Post on 13-May-2015
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www.BEMgroupinc.com@BEMinteractive
The Evolution of Marketing Channels
Courtesy of Exact Target
Digital MarketingAn Executive Overview
At the IACC-Americas 30th Annual ConferenceMarch 23-25, 2011
Part of the BĒM Group
Digital Marketing SeriesPresented by Kim E. Williams
@WilliamsKim
Overview
Google Analytics
Great Website
Solid Hosti ng
Sear
ch O
ptim
izati
on
Paid
Adv
erti
sing
Emai
l Cam
paig
ns
Mob
ile S
trat
egy
Soci
al M
arke
ting
Elements of Digital MarketingS
earc
h M
arke
ting
Elements of Digital MarketingP
aid
Pla
cem
ent
Elements of Digital MarketingE
mai
l M
arke
ting
Elements of Digital MarketingM
obile
Mar
ketin
g
• SMS text message marketing
• Mobile website strategy
• Mobile friendly design
• Mobile platform
Elements of Digital MarketingS
ocia
l Med
ia M
arke
ting
Elements of Digital Marketing
Advertising
• Push• Announce• Authoritative• Convince• Control the Brand• Sell• Invasive• Directive
Social Media
• Permission• Conversation• Opinion• Sharing• Evolve the Brand• Incentive• Invitational• Grass Roots
Digital gains
larger portion of marketing budget
Traditional budgets shrink
Elements of Digital Marketing
Elements of Digital Marketing
Hosting
•Bandwidth
•Response time
•Up Time
Great Website
•Loads fast
•Looks Great
•Well organized & relevant content
Analytics
•Optimized Reports
•Conversion tracking
Search Optimization
•Content, Site Structure and Link Structure
•Pay per click
Paid Advertising
•On site
•Newsletters
•Affiliate
Email Marketing
•Design
•Strategy
•Trigger emails
Mobile
•SMS Marketing
•Mobile Web rendering and/or apps
Social Media
•Strategy
•Platform Choice
•Be, well, social
Barriers to Success
• Staff lacks knowledge of social marketing(or knows the pieces, but not how they fit together)
• Staff lacks time “for one more thing”
• Management lacks understanding of social marketing & appreciation of benefits to bottom line
• Management has HUGE fear of loosing control
• Absence overall of a Social Marketing Strategy
1
5
4
3
2
Break!!!!
Case Study
Graylyn International Conference Center
Winston-Salem, NC
Case Study
Graylyn International Conference Center
• In 2009, BĒM was contacted by Graylyn International Conference center. Graylyn had their website redesigned the previous calendar year and had been hoping to get some increased lead generation with their new online presence. Lack of results and difficulties getting site maintenance perfomred with their current website designer sent them looking for help.
• BĒM Group, Inc. conducted a Search Engine Optimization (SEO) report card on the site and recommended aggressive SEO set up and monthly SEO management. Pay per click advertising was also recommended for short term or seasonal programs.
• BĒM Group, Inc. conducted a SEO key phrase analysis for both SEO and PPC campaigns. Following the analysis, key phrases were selected and initial adjustments were made to the site. Monthly monitoring and continued site adjustments were made from late 2009 through 2010.
Case Study
1. SEO Visibility increased across all three tiers2. Non Branded Traffic increased3. Organic Traffic Increased
Increase, year over year, in conversions with largest increases shown in 2011.
Case Study
Bookings attributed to Internet increased from 80 in 2009 to 219 in 2010.
Case Study
Continued increase in organic and non-branded search traffic.
Conclusions and Future Direction
• Increase in search visibility positively impacts lead generation and bookings.
• Online conversion totals do not tend to reflect the full impact of increased visibility. Tracking offline is critical.
• Positive results from SEO are long term. Consistent visibility has a cumulative affect.
• Be patient.• Early indicators are that PPC can positively affect
SEO/Conversion.• Graylyn began and adjusted some Social Media
and Email Marketing efforts. Pursuing best practices across these and all Digital Marketing channels will results in continued positive outcome.
Questions?Questions ?
Stay Connected
www.BEMgroupinc.com
@WilliamsKim
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The End