Digital Marketing Analysis

Enrico Contosta11-29-2011

Why Market Digitally?•Builds Trust•Direct Contact•Performance can be

Tracked•Highly Targetable•Exploding Medium

Content Sharing Engagement

Mobile Website

WebsiteMaintain Brand

Website

•Virtual Residence / Storefront▫Most clients’ First Impression▫Brand Image▫Information Source▫Place of Conversion

Website Goals

•Redesign www.esafecs.com▫More Brand-centric▫Shorten Funnel to Conversion▫Personalized Experiences

Clients IT Professionals

▫Featured Content•Connect to all other digital

platforms

ContentAdd Value

Content

•Original Content▫Newsletters, blogs, websites or

microsites, webinars, podcasts, roundtables, email, or events

•Informative, Relevant, Actionable•Attracts desired Audience (Pull)•Establishes Credibility

Content Goals

•Multimedia that increases Transparency▫Pictures▫Testimonial Videos

•Enhance current blog▫SEO▫Establish post consistency

Content Goals

•Explore more content platforms▫Email Newsletter▫Hyper-focused Blogs (Microsites)▫Podcast

MobileConnect Ubiquitously

Mobile

Sources: Gartner, 2010; Google Internal Data, 2011; Cisco, 2011

Mobile

Sources: Compuware, "What Users Want from Mobile," 2011

Mobile

Sources: Google "The Mobile Movement: Understanding Smartphone Users," 2011

Mobile

Sources: Lightspeed Research, 2010; Google "The Mobile Movement: Understanding Smartphone Users," 2011

Mobile Goals

•Google Places•Mobile Version of Website•Advantage of Mobile

▫Quick Calling▫Location-based Services

•Industry related tools

SharingCreate

Awareness

Sharing

•Original Content▫Easily Sharable▫Worth Sharing

•Other Content▫Relevant to Audience

•Sparks Engagement▫Basis for Viral Marketing

Sharing Goals

•Build▫Facebook Page▫Google+ Page▫YouTube Channel

•Plan a focused Twitter Strategy▫Content▫Consistency▫Timing▫Target

Engagement Build

Community

Engagement

•People gather around an idea, need, product, or brand

•Create an experience•Signal-to-Noise Ratio•Connect on a one-to-one level

Engagement GoalsFind industry influencers and potential clients

Find out what their touch points are

Connect with them on those points

Content Sharing Engagement

Mobile Website