Accounting Marketing Platforms:

An overview of different marketing platforms with information on usage, statistics and more

Table of Contents:

Page Titles: Page Numbers: Digital Marketing 6

Display Advertising 18Email Marketing 28Mobile Marketing 41Search Engine Advertising 55Social Media Marketing 65

Social Media Strategic Positioning 87Facebook Strategic Positioning 88LinkedIn Strategic Positioning 93

Advertising on Social Media 100Facebook Advertising 101LinkedIn Advertising 113

Page Titles: Page Numbers: AdRoll & Facebook Video 123

Editorial Calendar & Analytics 143Video Advertising 149

YouTube Video Advertising 166Webinars 183

Traditional Marketing 218Direct Mail 219Print Media 229

Print Media Marketing 235Newspaper & Brochure Marketing

236

Tips 247Work Cited 256

Video Advertising:An overview of video marketing.

Video Advertising:Ad Spending-

2012 2013 2014 2015HUF 0

HUF 500

HUF 1,000

HUF 1,500

HUF 2,000

HUF 2,500

0%

20%

40%

60%

80%

100%

120%

140%

160%

HUF 285HUF 503

HUF 1,225

HUF 2,097

0%

76%

144%

71%

Video: Millions of HUF

Money Spent YOY %Compiled by authors from Sources: iab.hu, Starcom

Video Advertising: Statistics-

Increases viewer’s understanding of products or services by 74%

26% of viewers look for more information after viewing a video ad

80% of Internet users remember the video ads they watch online

80% of users go online to watch a video, but 45% of users will stop after 1 min

75% of users visit the marketer’s website after viewing a video

Videos 15 secs or shorter are shared 37% more often than those that are 30 secs to a min

Compiled by authors from Sources: business2community.com

Video Advertising:Facts-

Video marketing is climbing in popularity:

Companies are realizing how useful it can be to communicate with customers in new, more personal ways

The Different Formats Of Video Advertising:

Linear Video Ads

Interactive Video

AdsOverlay

Video AdsCompanio

n Video Ads

Compiled by authors from Sources: exactdrive.com

Video Advertising:Why to Use-

Time factor

• Internet access is everywhere and it is easy to download onto mobile devices

• More time is spent on watching video online than on watching TV on a daily basis

Targeted audience 

• Can target specific audiences anytime of day or night

• Consumers also search for videos online

Interactive conversions 

• Higher conversion rates after watching videos

• Can use a call to action button that can lead to higher conversions

Search marketing

• All the major search engines like Google, index videos as part of their search

• Results will show any video related to the search

Compiled by authors from Sources: businessbanter.com

Video Advertising:Tips-

• Plan your messaging, production and delivery before you create your video Plan It Out:

• People are almost twice as likely to watch all the way through a 15-second spot versus a 30-second oneKeep In Short:

• Trust and engagement are two of the most important factors in successful video marketing strategies

Build Relationships:

• A video campaign should have specific objectives such as driving new traffic to the website, increasing social engagement on Facebook or to receive responses from a targeted e-mail blast

Define & Measure Specific

Objectives:

Compiled by authors from Sources: businessnewsdaily.com

Video Advertising:Pros and Cons-

Pros:

Cost Real-time Results

Multiple Formats & Versatility

Portability

Global Reach

Sharing Potential

Cons:

Compiled by authors from Sources: businessbanter.com and adspeed.com

Ad Skipping

Timing

Improper Placeme

nt

The Wrong Kind of Data

YouTube Video Advertising:How to successfully use YouTube to advertise.

YouTube:What is it?

Originally, the site was viewed as a free video sharing website that made it easy to watch online videos

Today, the sharing and uploading of videos is still done, but YouTube is now so large it is considered a search engine

Anyone can create and upload their own videos to share with others

The site was launched back in 2005, and is now one of the most popular sites in the world

YouTube:Facts-

More than 1 billion people visit YouTube and watch over 6 billion hours every month

All of the top 100 global brands have run YouTube ads over the past year

You can show ads based on the viewer, where they’re located, and what they’re interested in

100 hours of video are uploaded every 60 seconds to YouTube

YouTube: Pros-

Compiled by authors from Sources: wearegrow.com

• If targeted properly, reaching your audience can be relatively easy, either by creating videos or through running ads

YouTube has a lot of Traffic

• Google now considers video as important as text-only pagesYouTube increases

SEO for Google searches

• Can help to re-purpose already published content with minimal investmentVideo Content never Dies

• Users are searcher for answers- Build authority by offering expertise with advice and tips

Demonstrating Expertise

• YouTube gives companies the opportunity to reach audiences worldwide through video who would never come across the business any other way, even if only one language is spoken

Growing an International

Audience• If traffic is driven to a landing page with a video of a person in the

company speaking about the product or service, it can dramatically increase conversions

Increase Conversions

• Use video as a strategy to introduce customers to products and servicesShowcase Products/Services

YouTube: Cons-

Inconsistent Streaming

• Viewers may experience slow playback during high traffic times

Poor for B2B Marketing

• Many companies block their employees from browsing YouTube while at work- YouTube is the 3rd most blocked website

Unwanted competition

• A comparator's ads may run during your video- it can be a related videos link, as a promoted video ad, an overlay ads, or as a banner ad

Limited Customization

• YouTube has restrictions on videos posted on its platform that may affect the production of videos as a promotional tool for business

Compiled by authors from Source: reelseo.com and James Dean Fairley on linkedin.com

YouTube: Types of Ads-

Display ads

Overlay ads

Skippable video

ads

Non-skippable video

ads

Sponsored cards

Compiled by authors from Source: support.google.com

YouTube: Ad Payment-

In-Stream Ads:

Pay when a viewer watches 30 seconds of the video or engages in other video interactions

Including click through on CTA overlays, cards, and companion banners.

In-Display Ads:

Charged when a viewer clicks the ad and begins watching the video

YouTube: Tips-

•The length of the video plays an important part•Leave the 30 second videos for In-Stream ads•Use longer videos for In-Search and In-Display ads•Test different lengths and keep an eye on stats to track the drop off times

Pick the Right Video

•Use the channel page to provide more information about the brand, share links to key landing pages or social media sites, and post related

•Make sure it is compelling and interesting for the audience- Always think about what’s in it for the viewers

•The single most valuable piece of real estate on the channel page is the Clickable Channel Banner- Upload a banner that has a clear call to action

Optimize the

Channel Page

•Use broader keywords and shorter keyword phrases•The average CPVs tend to be cheaper than average CPCs so top keywords may not be prohibitively expensive

•Use multiple tools to get additional suggestions for keywords rather than relying on a single tool or copying keywords from existing search campaigns

Select the Right

KeywordsCompiled by authors from Sources: searchenginewatch.com

YouTube: Tips-

• Send ads to users who have previously visited the YouTube page

• Create remarketing lists based on various ways people interact with the videos

Use Video Remarketi

ng• Use and annotation to showcase a call to action

with a link at key points • Extent the video and add a annotation to keep

people engaged to learn more about the brand

Leverage Annotatio

ns

Compiled by authors from Sources: searchenginewatch.com and swellpath.com

Webinars:How to successfully use webinars to generate new leads and

accounts.

Webinars:What are they?

Related Terms

Web conference

Online meeting

Web-based meeting

Net meeting

Virtual meeting

Webcast

Compiled by authors from Sources: Jeffrey Keefer at slideshare.net

Webinars:Facts-

Webinars are the 2nd most effective tactic of lead generation

The most popular days for holding webinars are Tuesday, Wednesday and Thursday

The average duration of a webinar is 45-60 minutes

Webinars: Statistics-

Visual Slides; 15%

Interesting and Relavant Con-

tent; 38%

Passionate and Energetic

Speaker; 32%

Interaction Be-tween the

Speaker and At-tendee; 15%

What Engages Attendees during a Webinar?

Compiled by authors from Sources: GoToWebinar at slideshare.net

Webinars:Types-

Type Description Pro Con

One SpeakerA single presenter speaks, demonstrates, and then answers questions from the audience

Less people to coordinate and trainA lone presenter is more likely to make some in the audience reluctant to participate and ask questions

Interview Style Interviewer asks a set of predetermined questions

It’s more engaging to hear multiple voices

The asking questions of the expert(s) often encourages the audience to do the same

More people to train and coordinate

Scheduling during and the day of the webinar may be more difficult

Moderated Panel

Discussion

Multiple people on the line at the same time, with a moderator facilitating the discussion

Offers a variety of voices and perspectives

More people to train and coordinate

Scheduling during and the day of the webinar may be more difficult

Can be challenging to keep panelists from talking over each other

InteractiveAudience members participate fully via instructor-led exercises and facilitated conversations

Participants can receive a deeper understanding of the topic

Can only accommodate a small group

Requires a very skilled, experienced teacher/facilitator

Compiled by authors from Sources: techsoup.org

Webinars:Typical Format Used-

Typical Format of Educational

and Informational

Webinars

Introduction

Main Content

Audience Interactio

n

Compiled by authors from Sources: ala.org

Webinars:Pros and Cons-

Pros:

They allow anyone to take part regardless of the location and the time of day

They allow brands to teach, interact and inspire consumers in an environment they are comfortable

Those who have registered for the seminar already have some commitment to the brand or the company

Cons:

May not work on Macs or mobile devices

Internet speed must be adequate to allow viewership of the presentation without distortion or lag time

A webinar host site may not work with all kinds of Internet browsers

Webinars:How to Develop One-

• Define the objectives, target audience, and desired outcomes,• Set up a project timeline and compile an interdisciplinary team• Hold a kick-off meeting

Step 1: Project Kickoff and Scheduling

• Write a compelling invitation and create a Registration Landing Page• Source the right audience• Execute your invitation strategy – start audience recruitment• Track registration metrics daily

Step 2: Webinar Promotion and

Tracking• Begin creating relevant content• Gather team for a content and brainstorm• Gather speakers and moderator for rehearsals

Step 3: Sound Checks and Rehearsals

• Go through a final check 30 minutes prior• Go live!Step 4: Go Live

• File a copy of the recorded webinar• Send a follow-up thank you to all participant and include valuable information• Do final analytics on the registration, attendance, and get performance reports

Step 5: Post Webinar Follow-up

Compiled by authors from Sources: img.gotomeeting.com

Webinars:Tips-

Tuesday and Wednesday are the days most prefer to attended a webinar

For detailed topics, consider making a series of webinars

Keep delivery under 45 minutes to retain audience and allow for Q&A

Have someone join the live event as a panelist who can be 100% dedicated to monitoring chat during the event

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: contact@mcusa.co

www.mediacontactusa.com

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