IACC Understanding Digtial Marketing

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Find Us Online www.BEMgroupinc.com @BEMinteractive

description

An overview of the digital marketing landscape especially as it applies to IACC, Conference Centers

Transcript of IACC Understanding Digtial Marketing

Page 1: IACC Understanding Digtial Marketing

Find Us Online

www.BEMgroupinc.com@BEMinteractive

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The Evolution of Marketing Channels

Courtesy of Exact Target

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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

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Overview

Google Analytics

Great Website

Solid Hosti ng

Sear

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Paid

Adv

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Elements of Digital MarketingS

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Elements of Digital MarketingP

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Elements of Digital MarketingE

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Elements of Digital MarketingM

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Mar

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• SMS text message marketing

• Mobile website strategy

• Mobile friendly design

• Mobile platform

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Elements of Digital MarketingS

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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

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Digital gains

larger portion of marketing budget

Traditional budgets shrink

Elements of Digital Marketing

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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

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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

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Break!!!!

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Case Study

Graylyn International Conference Center

Winston-Salem, NC

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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.

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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.

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Case Study

Bookings attributed to Internet increased from 80 in 2009 to 219 in 2010.

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Case Study

Continued increase in organic and non-branded search traffic.

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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.

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Questions?Questions ?

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Stay Connected

www.BEMgroupinc.com

@WilliamsKim

Blog

Facebook

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The End