digital marketing overview (for students)

Digital Marketing Overview

Art Institute of PhoenixChris SietsemaJune 2, 2010

The Marketing Process

Attraction

Conversion

Retention

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The Marketing Process

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Different Tools

5

Pop Quiz

• asdf

Question #1

Source: The Nielsen Company, February 2010 7

Question #2

Hensley & Co. 8

Question #3

Here’s More Info

Come Back

Welcome

Purchase

You Might

Also Like9

Question #4

10

Question #5

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Question #6

• The Web was invented by English scientist and MIT Professor Tim Berners-Lee

198912

Question #7

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Question #8

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Question #9

Clicks

Impressions= Clickthrough Rate

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Question #10

2,000,000 SOLDApril 3, 2010 May 31, 2010 16

Attraction

• Search• Display• Social Media

Search Engine Optimization

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Search Engine Marketing

• Relevant & Popular Keyword Phrases

• Ad Copy to Persuade the Correct Audience

• A Site Experience to Encourage Conversion

• Ability to Measure the Entire Process and Find Necessary Alterations

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Online Display

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Interactive Display

Creative Placement

A

Creative Placement

B

Creative Placement

C

VIEW RESULTS

Creative Placement

C

IDENTIFYWINNER

C1 C2 C3

DEVELOPSIMILAR

ITERATIONS& TEST AGAIN

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Interactive Display Case Study• Arizona State University

W.P. Carey School of Business

• Round 1 Testing

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Interactive Display Case Study• Arizona State University

W.P. Carey School of Business

• Round 1 Testing

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Interactive Display Case Study

• Arizona State University W.P. Carey School of Business

• Round 2 Testing

• Continued Traffic Growth• Concept Applied to Outdoor Boards & Print Advertising

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Retargeting

Traffic GenerationCampaigns

(search, display, social, offline)

Web SiteAdvertising Networks & Publishers

<

<

<

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Conversion

• Why Most Websites Fail• Site Strategy• Design & Wireframes• Social Media

Why Web So Many Web Sites Fail

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Why Web So Many Web Sites Fail

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Why Web So Many Web Sites Fail

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Why Web So Many Web Sites Fail

• It’s Not About You, It’s About Your Visitor• Do No Harm

– Fix errors– Provide every piece of information necessary– Make way for a logical flow– Test everything possible– Rely on Web analytics– Balance form with function

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Visitor-Focused Web Design

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Wireframes Make Design Better

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Retention

• Email Marketing• Mobile• Social Media

Acquiring new customers can cost five times more than satisfying and retaining current customers.

535

Anatomy of an EmailFrom Name

Subject LinePre-Header

Body

Link Tracking

UnsubscribePhysical Address

Header

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Email Marketing

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Mobile Basics

• Keywords & Shortcodes

• TEXT “WINNER” to 454545

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Campaign Types

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Social Media Objectives

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Metrics & Testing

• Analytics• Testing, Testing

“If you cannot measure it,you cannot improve it.”

- Lord Kelvin

Analytics

• Numbers Help Answer Common Questions– What Happened?– Why Did It Happen?– What Should Happen Next?

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Analytics

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“He who knows best knows how little he knows.”

- Thomas Jefferson

Testing Procedures

• Split Your List

A B

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Promotion 1

From Line 1

Subject Line 1

Promotion 2

From Line 2

Subject Line 1

Promotion 2

From Line 1

Subject Line 2

Promotion 1

From Line 2

Subject Line 2

Testing Procedures

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Digital Marketing as a Profession

Strategy Creative Development Metrics

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Maintaining Balance

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Consumption Breeds Creativity

Questions?• Chris Sietsema• Teach to Fish Digital• chris@teachtofishdigital.com• 480.389.5435

• linkedin.com/in/sietsema• Twitter: @sietsema

• slideshare.net/sietsema

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Slide-ography• Slide 42 – Lord Kelvin from Wikimedia Commons• Slide 45 – Thomas Jefferson from cliff1066 on flickr Creative Commons• Slide 50 – Caterpillar from aussiegall on flickr Creative Commons

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