Introduction to Digital Marketing

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We’re going back to the basics. Join Mike Tomita, Director of Online Marketing at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of digital marketing. We'll define the acronyms, translate the buzzwords, and give you the foundation you need to understand and implement an effective digital marketing strategy. You'll learn: - How digital marketing fits into your marketing mix - Best practices for getting started and optimizing your programs - Pitfalls, perils, and how to avoid them

Technologie

Intro to Digital Marketing
Mike Tomita
Director, Online Marketing

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Vocabulary
• SEO: search engine optimization
• SEM: search engine marketing
• PPC: pay per click
• CPC: cost per click
• CTR: click-through rate
• CPA: cost per acquisition/action
• CPL: cost per lead
• CPM: cost per mille (cost per thousand impressions)
• SERP: search engine results page

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Paid
Search
SEO
Social
Media
Website
Content

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Search Engine Results Page
AKA:
• SERP

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Paid Search
AKA:
• AdWords
• PPC
• CPC
Answer Box
AKA:
• Position 0
Related Questions
Organic Listing
$
$
$
$

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Strategic
Importance
Measurable Business Impact
(Traffic Volume, Relevance, Competitive Positioning, Revenue Performance)
Less
More
More

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Writing Your Ad Text
• Keyword relevant
• Search intent aligned
• Compelling offer
• Concise but descriptive

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Creating Your Landing Pages
• Matches ad text
• Keyword relevant
• Search intent aligned
• Clear call-to-action

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Person visits your
website
Person leaves your
website
Person visits a
different website
(or social network)
Person comes back
to your website
Your
Website
Your
Website
Your cookie says
“show my ad!”
They’ve been
retargeted.
You give them a
cookie

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Answer Box
AKA:
• Position 0
Related Questions
Organic Listing
$
$
$

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How a human sees your
website
How a Google sees your
website

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Creating Your Content
• Requirements:
• Valuable
• Engaging
• Fresh
• Relevant
• For humans

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Optimizing Your Website
• Back-end configuration
• Front-end code
• User experience
Loading confusing website… please wait.
So your site takes forever to load
and users click “back” immediately?
We’ll recommend a different site
next time, thanks.

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Digital Advertising Market Share
8.6%
10.7%
12%
35%
33%
31%
2014 2015 2016 (projected)
source: WSJ.com

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82% 90% 58%

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82% 90% 58%
56%
Mobile ONLY

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The Social Game is Pay-to-Play

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Promoted ImpressionsOrganic Impressions

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Promoted ImpressionsOrganic Impressions

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Paid Search Social Media

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Our Digital Marketing Team
Content
Paid Search
Social Media
SEO
Web Personalization
Creative Services
SEM AgencySEO Agency

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Paid
Search
SEO
Social
Media
Website
Content

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Wrap Up
• SEO is mandatory
• Focus on relevance and intent when targeting keywords
• Invest in creating unique content
• Start simple and expand
• Test, optimize, repeat

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Introduction to Digital Marketing

1. Intro to Digital Marketing Mike Tomita Director, Online Marketing

3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Vocabulary • SEO: search engine optimization • SEM: search engine marketing • PPC: pay per click • CPC: cost per click • CTR: click-through rate • CPA: cost per acquisition/action • CPL: cost per lead • CPM: cost per mille (cost per thousand impressions) • SERP: search engine results page

7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Paid Search AKA: • AdWords • PPC • CPC Answer Box AKA: • Position 0 Related Questions Organic Listing $ $ $ $

8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Strategic Importance Measurable Business Impact (Traffic Volume, Relevance, Competitive Positioning, Revenue Performance) Less More More

9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Writing Your Ad Text • Keyword relevant • Search intent aligned • Compelling offer • Concise but descriptive

10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Creating Your Landing Pages • Matches ad text • Keyword relevant • Search intent aligned • Clear call-to-action

12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Person visits your website Person leaves your website Person visits a different website (or social network) Person comes back to your website Your Website Your Website Your cookie says “show my ad!” They’ve been retargeted. You give them a cookie

13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Answer Box AKA: • Position 0 Related Questions Organic Listing $ $ $

14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 How a human sees your website How a Google sees your website

15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Creating Your Content • Requirements: • Valuable • Engaging • Fresh • Relevant • For humans

16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Optimizing Your Website • Back-end configuration • Front-end code • User experience Loading confusing website… please wait. So your site takes forever to load and users click “back” immediately? We’ll recommend a different site next time, thanks.

18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Digital Advertising Market Share 8.6% 10.7% 12% 35% 33% 31% 2014 2015 2016 (projected) source: WSJ.com

26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Our Digital Marketing Team Content Paid Search Social Media SEO Web Personalization Creative Services SEM AgencySEO Agency

28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 2/14/2017 Wrap Up • SEO is mandatory • Focus on relevance and intent when targeting keywords • Invest in creating unique content • Start simple and expand • Test, optimize, repeat

30.

31. Thank You!

Notes de l'éditeur

Update with new cover from visual brand deck.
I am including retargeting (or remarketing) in the display ad category
http://www.brafton.com/blog/seo/get-to-know-the-anatomy-of-a-google-serp/
Search is all about INTENT – High intent keywords will provide the best value for the investment Top Paid Search Competitor Searches (Hubspot/Pardot/Eloqua) Marketing Automation Digital Marketing
Writing good, compelling, and unique ad text for PPC is an incredible challenge. Your text needs to be relevant to the search term, aligned to the intent of the search, and compelling enough to get that user’s click. It also needs to accurately describe the content of the destination page when clicked. An all this needs to be done with VERY concise language. You only have a TOTAL of 95 characters, plus 35 for a URL. Headline: 25 Lines 1 & 2: 35 URL: 35
http://www.brafton.com/blog/seo/get-to-know-the-anatomy-of-a-google-serp/
Just because Google is a machine, your content should be not be written for it. It should be written for humans. That means does try and game the system by stuffing in keywords or repeating them over and over Those are old tactics that Google has caught on to The best way to create good SEO content is to create good content. Does that mean it doesn’t matter if you use your keywords? Not at all, humans relate to content that speak their language. Just don’t over do it.
The performance of your website is critical to your SEO success Google’s rankings are determined by a machine that analyzes your site and plugs different factors into an algorithm so the site that make it easy and error free for that process to happen have an advantage Also note that HUMAN factors are also a part of the equations. Those are thinks like click-through-rates and engagement. That’s where the user experience part comes into play.
Don’t forget about mobile traffic! Mobile usage on social media channels LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/ Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/ Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/ Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
In Q1 of 2016 Facebook’s ad revenue was reported at $5.2 billion In 2016 Facebook is project to claim about 12% of the global digital-advertising market up from 10.7% last year and 8.6% in 2014 In 2016 Google’s share is projected to decline to 31% Down from 33% in 2015 and 35% two years ago. Source: http://www.wsj.com/articles/facebook-revenue-soars-on-ad-growth-1461787856
Don’t forget about mobile traffic! Mobile usage on social media channels LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/ Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/ Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/ Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
Don’t forget about mobile traffic! Mobile usage on social media channels LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/ Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/ Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/ Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
Don’t forget about mobile traffic! Mobile usage on social media channels LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/ Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/ Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/ Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
Invest in promoting your social media content if you want to be seen
Twitter – Organic vs Promoted reach
Facebook – Organic vs Promoted reach
Email programs, content syndication, sponsored webinars, are under different teams
I am including retargeting (or remarketing) in the display ad category

Introduction to Digital Marketing

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