Synergize Your Online Platforms
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Transcript of Synergize Your Online Platforms
Synergize Your Online Platform
Why Online Is So Important
• Consumers are engaging with digital media across an
increasing number of platforms, with mobile being the
single most significant change in this landscape since the
invention of the internet.
• As digital platforms continue to emerge, media
fragmentation will only accelerate, creating the defining
marketing challenge of this era.
• The HBO Go effect.
Synergize Your Online Platform
Why Online Is So Important
The Growth of Online Marketing is Light
Speed
• Up to 25% of marketing budgets are digital
and increasing.
• Scalable and trackable ... proven ROI.
• US smartphone users grew by 24% in 2014.
• Nearly all consumers (97 percent) now use
online media when researching products or
services in their local area.*
* BIA/Kelsey and ConStat
Synergize Your Online Platform
The Growth in Mobile
Since the introduction of the iPhone in 2007, mobile devices and the way consumers shop have been the primary driver of the explosive growth seen in digital marketing.
• They allow consumers to be online like never before.
• Created new opportunities to capture the consumer through digital branding.
• Allows retailers to develop relationships no matter what stage of the buying cycle the consumer is in.
Synergize Your Online Platform
Let’s Case Study Millennials•
Around 15 - 34 years of age
•
Ok engaging with ads, as long as not deceptive
•
They connect via digital and social media
•
Expectations are high
•
Luxury represents what they “can” achieve, not what they “have” achieved.
•
They are waiting longer to get married.
•
About 33% want custom (The Knot Survey)
Synergize Your Online Platform
Huge Generational Gap Relating to Brands
Respondents who say brands play essential role in their lives (%)
#1 Most important brand characteristic: Hight-quality products
Synergize Your Online Platform
What You Should Focus On
• Reaching new consumers online
• Custom Design?
• A constantly changing and upgraded website experience
with pricing.
• Web surfing at the counter.
• Building up your reviews online.
• Integrating celebrities with in-case signage and other
visual methods of communications, like eblasts.
Synergize Your Online Platform
So What’s Your Message?
• First, figure out who you are and what you do best.
• Website SEO has a lot to do with content. Optimize to
message.
• How do you set yourself apart with your marketing?
• Are you consistent in your messaging?
• For our session today, we’ll focus on Custom.
Synergize Your Online Platform
So What’s Your Message?
Not Available AtMain Street Jewelers
You can't buy this Palladium diamond and sapphire ring at Main Street Jewelers. That's because it was custom made for Liana Vandenberg from her old rings into something new!
Find out what we can custom design for you; not available anywhere else.
Synergize Your Online Platform
Your Website “Storefront”
As consumers connect like never before, expectations have skyrocketed. They demand content and a seamless viewing experience regardless of the device they are using.
• In most cases, first exposure to your store.
• Want to browse, shop and price.
• Decision to visit the store can be determined.
Synergize Your Online Platform
Remember to Consider Mobile
It’s important remember that the mobile experience is vital
consideration and makes up half or more of online viewing.
• 70% of calls, store visits, or purchases happen within 1 hour
from consumers who search via mobile.
• Emails are opened from 55% - 85% on mobile devices.
• Think about how it effects media placement.
Synergize Your Online Platform
Facebook & Other Social Channels
Understand that social media opportunities typically revolve around branding and that’s why message is important.
• What does the social channel do and who does it reach?
• Focus on most effective channels.
• Very similar to print or billboard advertising... eyeballs.
• Think about moving categories. Consistency of message.
• Realize success usually involves media buys.
• Understand buying cycles and capitalizing on message.
Synergize Your Online Platform
Paid Search
Campaign 3 Campaign 4CustomCampaign 1
Ad Group 1
Ad 2
Ad 2
Fashion
Ad 2
Ad 2
Engagement
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2
Synergize Your Online Platform
Paid Search Phrase match"custom jewelry design"your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it.local custom jewelry design
Exact match[custom jewelry design]your ads can appear when someone searches for your exact keyword, without any other terms in the search.custom jewelry design
Negative match-costumePrevents your ad from showing to people searching for unwanted terms.costume jewelry
More than just keywords
Broad matchcustom jewelry designYour ad may show if a search term contains your keyword terms in any order, possibly along with otherslost jewelry was custom design
Broad match modifiercustom +jewelry +designYour ads can only show when someone's search contains those modified terms, or close variations of the modified termslocal jeweler custom design
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Synergize Your Online Platform
Retargeting
98% of visitors leave your site without converting. Retargeting let’s you re-connect to those visitors with ads as they browse other websites.
Synergize Your Online Platform
The Art of Being Found
As customer loyalty has eroded over the years, giving way to
pricing and trust, the ability to be found online has become
essential in acquiring new customers. Most retailers have
multiple digital assets other than their website, including
social media or other online profiles. Connecting and building
out these other assets are also important.
Synergize Your Online Platform
A Word on Local SEO
Each year, Google changes its search algorithm around 500–600 times. Most small. Google still controls around 67% of online search. Here a a few things YOU can focus on.
• Starts with a well built site.
•Create Original, Quality Content.
• Claim and connect your Google business page. Also, utilize Google Analytics and Webmaster Tools
• Mobile optimization.
Synergize Your Online Platform
To Wrap It All Up
• Times are changing and so are customers.
• What worked in the past might not work in the future. Adapt.
• Find your own unique voice and message.
• Be strategic, digital media channels all have unique
functions.
• Understand the vital importance of your website.
• Connect all your digital assets.