Tom SnyderTrivera@triveraguy

#bizexpo

5 Digital Marketing Mistakes You’re Probably Making

May 21, 2014

Digital MarketingDigital Marketing

WebsiteWebsiteOrganic SEOOrganic SEOSEM/PPCSEM/PPCPaid PlacementPaid PlacementEmail MarketingEmail MarketingSocial MediaSocial MediaMobile Web/AppsMobile Web/AppsTraditional>DigitalTraditional>Digital

BrandCharacteristics• Value Proposition• Brand Personality• Archetype• Mission• Consistency

Tactics without Tactics without strategy strategy

is the is the noise before defeat…noise before defeat…

-Sun Tzu-Sun Tzu

5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:

1.1. Thinking Tactically, Not Thinking Tactically, Not StrategicallyStrategically

BrandStrategy

• Setting your Goals• Identifying your Target• Defining Your Roles• Committing to

Consistency• Measuring and

Improving

1.1. Thinking Strategically Not Thinking Strategically Not TacticallyTactically

5 Digital Marketing Successes:5 Digital Marketing Successes:

““50% of my 50% of my marketing money is marketing money is well spent…well spent…

50% of my marketing 50% of my marketing money is wasted…money is wasted…

I just need to figure I just need to figure out which is which!”out which is which!”

5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:

1.1. Thinking Tactically, Not Thinking Tactically, Not StrategicallyStrategically

2.2. Not Measuring Your ResultsNot Measuring Your Results

Measurement• Identify Measurement

Points• Measure against Your

Goals• Develop Improvement

Plans• Demand Accountability

1.1. Thinking Strategically Not Thinking Strategically Not TacticallyTactically

2.2. Measuring and Improving Your Measuring and Improving Your ResultsResults

5 Digital Marketing Successes:5 Digital Marketing Successes:

5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:

1.1. Thinking Tactically, Not Thinking Tactically, Not StrategicallyStrategically

2.2. Not Measuring Your ResultsNot Measuring Your Results

3.3. Lack of Continuity and Lack of Continuity and ConsistencyConsistency

Consistency• Develop Editorial Calendars• Divide and Conquer• Stop Efforts ONLY for Lack of

Results• Have Patience• Demand Accountability

1.1. Thinking Strategically Not Thinking Strategically Not TacticallyTactically

2.2. Measuring and Improving Your Measuring and Improving Your ResultsResults

3.3. Committing to Continuity and Committing to Continuity and ConsistencyConsistency

5 Digital Marketing Successes:5 Digital Marketing Successes:

5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:

1.1. Thinking Tactically, Not Thinking Tactically, Not StrategicallyStrategically

2.2. Not Measuring Your ResultsNot Measuring Your Results

3.3. Lack of Continuity and Lack of Continuity and ConsistencyConsistency

4.4. Ignoring Changing Customer Ignoring Changing Customer PreferencesPreferences

Know YourCustomer

• Ignore Your Biases• Rely on Research• Overcome Your Fears• Focus on Your Brand

Experience

“Skate to where the puck is GOING,

not to WHERE IT IS.

It ain’t where the puck IS,

it’s where the puck WILL BE.”

1.1. Thinking Strategically Not Thinking Strategically Not TacticallyTactically

2.2. Measuring and Improving Your Measuring and Improving Your ResultsResults

3.3. Committing to Continuity and Committing to Continuity and ConsistencyConsistency

4.4. Paying Attention To Customer Paying Attention To Customer PreferencesPreferences

5 Digital Marketing Successes:5 Digital Marketing Successes:

5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:

1.1. Thinking Tactically, Not Thinking Tactically, Not StrategicallyStrategically

2.2. Not Measuring Your ResultsNot Measuring Your Results

3.3. Lack of Continuity and Lack of Continuity and ConsistencyConsistency

4.4. Ignoring Changing Customer Ignoring Changing Customer PreferencesPreferences

5.5. Not Knowing What You Don't Not Knowing What You Don't KnowKnow

Newspaper Ads

Direct Mail

TV SpotsRadio Ads

Trade Shows

Mobile Web

Infomercials

WebEmail

Networking

Outdoor

Sponsorships

Telemarketing

ReferralsSocial Media

PRPay Per Click

Blogs

Panda

Banner Ads

Videos

PURLs Click Thru Rate

MeasurementPenguin

ROI

Edge Rank

Conversion

FillingThe Gaps

• Constant Education May Still

Not Be Enough• Respect YOUR Value• Don’t become a Victim of

Free• Don’t Fear Asking…

and Paying…for Help

1.1. Thinking Strategically Not Thinking Strategically Not TacticallyTactically

2.2. Measuring and Improving Your Measuring and Improving Your ResultsResults

3.3. Committing to Continuity and Committing to Continuity and ConsistencyConsistency

4.4. Paying Attention To Customer Paying Attention To Customer PreferencesPreferences

5.5. Finding a Partner Who Has Your Finding a Partner Who Has Your BackBack

5 Digital Marketing Successes:5 Digital Marketing Successes:

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