atlanta arts marketing roundtable 09/21/11
DESCRIPTION
This is a presentation providing an introduction to digital marketing, specifically paid search, email marketing and display advertising for the Atlanta Arts Marketing Roundtable on September 21, 2011.TRANSCRIPT
![Page 1: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/1.jpg)
Arts Marketing Roundtable
September 21, 2011
![Page 2: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/2.jpg)
About Search Discovery• Founded 2004• Success through better marketing• Better marketing through analytics
WebAnalytics
UsabilityInformationArchitecture
PaidMedia
SEO
2
![Page 3: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/3.jpg)
User Experience
3
![Page 4: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/4.jpg)
User Experience
4
In Person• How do patrons interact with your art?
• How often?
• What is their user experience?
![Page 5: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/5.jpg)
User Experience
5
Cost of Experiencing Art
• Monetary
• Opportunity
![Page 6: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/6.jpg)
User Experience
6
Cost Benefit Calculation
Cost Benefit
{Value
![Page 7: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/7.jpg)
User Experience
7
Cost Benefit Calculation
CostBenefit Value- =
![Page 8: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/8.jpg)
User Experience
8
Cost Benefit Calculation
CostBenefit Value- =
• Increase Benefit to Increase Value
• Better Artists
• Higher Quality Work
• More Engaging Experience
![Page 9: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/9.jpg)
User Experience
9
Cost Benefit Calculation
CostBenefit Value- =
• Decrease Cost to Increase Value
• Cheaper Tickets/Discounts
• Decrease Opportunity Cost
![Page 10: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/10.jpg)
User Experience
10
Cost Benefit Calculation
Cost Benefit
{Value
Patron A
Cost Benefit
{Value
Cost Benefit
{Value
Patron B Patron C
![Page 11: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/11.jpg)
User Experience
11
Your Website• Your Online Art Venue
• Increase Value Via Your Website
• Digital Marketing Channels Lead Here
• Long Term Strategy
![Page 12: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/12.jpg)
Let’s start with a project
12
![Page 13: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/13.jpg)
Our Project
13
What we know• Target Market - Demographic Data,
Psychographic Data, Similar/Comparable Art, etc.
• We Always ... - Emails, Season Mailers, Existing Contracts, Free Stuff
• Budget - Limited $
• Channels - TV, Radio, Print, Email, Paid Search, SEO, Display, Social Media, etc.
![Page 14: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/14.jpg)
Our Project
14
Marketing Objectives
• Over a 5 year period, businesses my lose as many as half of their customers.
• Acquiring a new customer can cost 6-7 times more than retaining an existing customer.
(A) Retain Existing Patrons
(B) Acquire New Patrons
![Page 15: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/15.jpg)
Digital Marketing Channels
15
★ Paid Search (PPC)
★ Display
![Page 16: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/16.jpg)
Digital Marketing Channels
16
★ Paid Search (PPC)
★ Display
![Page 17: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/17.jpg)
17
Two Opportunities1. Segment
2. Test
![Page 18: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/18.jpg)
18
Retain Existing Customers• Reach your existing customers
• Print is expensive
• You know:• To whom you are sending emails
• Your patrons’ interests
• Past purchase behavior
![Page 19: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/19.jpg)
19
Let’s Test• Example:
• You are the theatre company
• Your season has three performances
• You want to test if patrons respond more favorably to an email about the entire season or only the show you think they are most likely to come see
![Page 20: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/20.jpg)
20
Let’s Test• Segment Your Patrons:
• First, divide them into three groups:
• One group each show: 1, 2, and 3
• Next, divide each of those groups into a control and a test:
• 1-Control, 1-Test
• 2-Control, 2-Test
• 3-Control, 3-Test
![Page 21: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/21.jpg)
21
Let’s Test
TC TTSeasonControl
Show 1Test
Show 2Test
Show 3Test
• We will need four emails:
![Page 22: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/22.jpg)
22
Let’s Test
1T
1C
3T2T
2C 3C
Show 1 Show 2 Show 3
![Page 23: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/23.jpg)
23
Let’s TestTracking Our Results:
• To Start: Open Rates, Click Rates, etc.
• Next Level: Track Website Engagement, Tag Links and Analyze Web Analytics Data
• Analytics Ninja: Track Segments All the Way Through Conversion (Ticket Sales)
![Page 24: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/24.jpg)
24
Acquire New Customers• List Trades
• Testing Could Be Difficult
• Track Each Email Separately
• Advertise to Engaged Audiences
![Page 25: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/25.jpg)
Digital Marketing Channels
25
★ Paid Search (PPC)
★ Display
![Page 26: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/26.jpg)
Paid Search
26
What is PPC?
PaidResults
on Google
![Page 27: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/27.jpg)
Paid Search
27
What is PPC?
PaidResultson Bing
![Page 28: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/28.jpg)
Paid Search
28
What is PPC?• Google: Google AdWords
adwords.google.com
Google Grantwww.google.com/grants/
• Yahoo & Bing: Microsoft adCenter adcenter.microsoft.com
![Page 29: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/29.jpg)
Paid Search
29
Resources to Get Started• AdWords Small Business Center - www.google.com/
adwords/smallbusinesscenter/
• Learn With Google (Beta) - www.google.com/ads/learn/marketing-business.html
• AdWords Online Classroom - www.youtube.com/adwordsclassroom
• AdWords Help Center - adwords.google.com/support/aw/?hl=en
• Exam Learning Center - adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&ctx=go&hl=en
![Page 30: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/30.jpg)
Digital Marketing Channels
30
★ Paid Search (PPC)
★ Display
![Page 31: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/31.jpg)
Display
31
Types of Display Advertising• Contextual - Audience, Topic, Keyword
• Placements - Individual Websites
• Retargeting - Retain Existing Customers
![Page 32: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/32.jpg)
Display
32
Types of Display Advertising• Contextual - Audience, Topic, Keyword
• Placements - Individual Websites
• Retargeting - Retain Existing Customers
![Page 33: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/33.jpg)
Display
33
Networks• Google: http://www.google.com/ads/
displaynetwork/
• Yahoo: http://advertising.yahoo.com/
• Facebook: http://www.facebook.com/advertising/
![Page 34: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/34.jpg)
Display
34
Ads & Landing Pages
![Page 35: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/35.jpg)
Display
35
Calculate Your CPACPA = Cost / ( Imp. * CTR * CR)
• Cost - Media Spend
• Imp. - Estimated Impressions
• CTR - Click Through Rate
• CR - Conversion Rate
• CPA - Cost Per Conversion
![Page 36: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/36.jpg)
The Big Finish
36
![Page 37: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/37.jpg)
WebAnalytics
UsabilityInformationArchitecture
PaidMedia
SEO
37
![Page 38: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/38.jpg)
38
![Page 39: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/39.jpg)
39
![Page 40: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/40.jpg)
40
All tactics are accountable to
outcomes.
Data drives constant
improvements.
A common hub.
This means true collaboration
and compromise management across tactics.
![Page 41: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/41.jpg)
Thank You.
Jordan SiltonAssistant Account ExecutiveSearch Discoverytwitter @jsiltonemail [email protected]
![Page 42: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/42.jpg)
Appendix
42
![Page 43: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/43.jpg)
Appendix
43
Paid Media Resources• Yahoo Advertising - advertising.yahoo.com
• Microsoft Advertising - advertising.microsoft.com
• Facebook Ads - www.facebook.com/advertising
• Google Search Ads - www.google.com/intl/en/ads/searchads/
• Google Display Ads - www.google.com/ads/displaynetwork/
• Google Video and YouTube Ads - www.google.com/ads/video/
• Google TV Ads - www.google.com/ads/tv/
• Google Ad Innovations - www.google.com/ads/innovations/
![Page 44: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/44.jpg)
Appendix
44
Other Cool Tools• Google Website Optimizer -
www.google.com/websiteoptimizer
• Google Webmaster Tools - www.google.com/webmasters/tools/
• CrazyEgg - www.crazyegg.com
• 4Q Survey - www.4qsurvey.com
• KISSinsights - www.kissinsights.com
![Page 45: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/45.jpg)
Appendix
45
Social Media• Before: Should I be on social media?
• Now: Where should I be on social media?
• Just to name a few: Facebook, Twitter, Google+, Fourquare, LinkedIn, Ning, MySpace, etc.
![Page 46: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/46.jpg)
Appendix
46
Social Media• Start by listening
• Are my patrons on this social network?
• What are they saying?
• Do they talk about my organization?
• Would my organization’s voice be active and engaging here?
![Page 47: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/47.jpg)
Appendix
47
Social Media• Measure your impact
• There are tons of tools, here are just a few:• HootSuite: hootsuite.com
• Twitter Analytics: dev.twitter.com/blog/introducing-twitter-web-analytics
• Facebook Insights: www.facebook.com/insights/
• Social Mention: www.socialmention.com
![Page 48: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/48.jpg)
Appendix
48
SEO• Search engine optimization (SEO) is the
process of improving the visibility of a website or a web page in search engines via the "organic" or "natural" search results.
• Organic search results are non-paid listings on search engine results pages.
• Organic listings appear because of their relevance to the search terms.
![Page 49: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/49.jpg)
Appendix
49
SEO
OrganicResults
on Google
![Page 50: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/50.jpg)
Appendix
50
SEO
OrganicResultson Bing
![Page 51: Atlanta Arts Marketing Roundtable 09/21/11](https://reader033.vdocuments.mx/reader033/viewer/2022051820/55393274550346bf308b4948/html5/thumbnails/51.jpg)
Appendix
51
SEO Resources• Google Webmaster Tools -
www.google.com/webmasters/tools/
• Webmaster Central Blog - googlewebmastercentral.blogspot.com
• SEOmoz - www.seomoz.org/learn-seo
• Google’s SEO Starter Guide - googlewebmastercentral.blogspot.com/2010/09/seo-starter-guide-updated.html