digital advertising: ad mobs, facebook, twitter

Download Digital Advertising: Ad Mobs, Facebook, Twitter

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We’ve all heard this term “digital marketing,” and we may understand parts of it, but many marketers may be asking the question, “How do I get started?” You’ve got an email program and a company Facebook page, but how do you go from there? Or perhaps you have neither of these, and you’re just going with digital marketing. I’ll go over some of the basics of getting started with a digital marketing program, and how it all revolves around email. In this work session, we will: Define the target audience Who are you looking to sell to? Where do they “hang out” online? Which social platforms are they using? How do they search for products and services online? Choose the best platform to reach your audience, Between the various social media, search engines, display advertising and direct email marketing options, there are many ways effectively reach your market online. Measure and adapt Review the best methods for measuring the effectiveness of your campaign Discover the value of adapting and changing.

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  • 1. DIGITAL ADVERTISING: AD MOBS, FACEBOOK, TWITTER BRIAN HUONKER
  • 2. WHERE YOU CONTACT ME Linkedin.com/in/bkhuonker/ Facebook.com/Designs.By.Brian Twitter.com/bkhuonker brian@huonks.com
  • 3. HERES WHAT THE SESSION WILL COVER Define the target audience Who are you looking to sell to? Where do they hang out online? Which social platforms are they using? How do they search for products and services online? Choose the best platform to reach your audience Between the various social media, search engines, display advertising and direct email marketing options, there are many ways effectively reach your market online. Measure and adapt Review the best methods for measuring the effectiveness of your campaign Discover the value of adapting and changing.
  • 4. DEFINE THE TARGET AUDIENCE
  • 5. DEFINE THE TARGET AUDIENCE Google, Yahoo!, Bing, Amazon and many other players have created networks and exchanges that place display ads on millions of websites. The networks offer lots of ad availability by topic. The networks also target consumers based on educated guesses about their age interests and location based on the sites they visit online purchases other online actions recorded by cookies So advertisers might buy ad inventory on any website just aimed at gardeners or homeowners in a ZIP code.
  • 6. Who DEFINE THE TARGET AUDIENCE Who are your current customers? Who do you want to buy your products and services? Who are you marketing to now? What What are your customers backgrounds? What do they buy? When When do consumers buy your products? When do consumers interact with your brand now?
  • 7. DEFINE THE TARGET AUDIENCE Where Where do your customers live? Where did they discover you online? Why Why do they buy? Why do they buy from your competitors?
  • 8. DEFINE THE TARGET AUDIENCE From those questions Develop a online persona. Allows you to develop a template on how you would craft a specific message to attract that audience categorize them according to their needs, their buying behavior, their online responses, or any other pertinent data you would want them to sort with. Be an online stalker (social monitoring) People reveal themselves publicly in cyberspace activities they participate in content pieces they like and comment on things that they buy online
  • 9. DEFINE THE TARGET AUDIENCE Let s do t his @Midwest? Or do we have a volunteer from the audience?
  • 10. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
  • 11. CHOOSE THE BEST PLATFORM TO REACH Facebook Ads YOUR AUDIENCE You can choose the audience by using filters, Target based on interests, demography and geography Target based on friends of those currently engaged Located in the right rail Pay-per-click (auction) or pay for number of views More of a traditional banner ad Facebook Promoted Post You can choose the audience by using filters (not as robust), Target based on interests, demography and geography Target based on friends of those currently engaged Designed to push your content to more of your fans who would not organically see your content In the wall feed Pay for number of views Only as effective as the content you promote
  • 12. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE http://Facebook.com
  • 13. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE Twitter ads are best for a few common marketing objectives, including: Promotions: Recommended for time sensitive events with a sense of urgency. Twitter users are following brands to get information on discounts and free stuff. Brand awareness: Allow advertisers exposure to potentially new audience Followers: Pay-per-follow to grow the follower base and leverage this audience for future promotions and dialogue. Promote content: As part of a overall content marketing strategy.
  • 14. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE Twitter: Promoted Account Increase the number of relevant followers to a Twitter profile.
  • 15. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE Twitter: Promoted Tweets Appear directly in the timeline among non-paid tweets. Specific tweets can be changed anytime.
  • 16. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE Twitter: Promoted Trends Featured next to the users timeline Ads appear at the top of the trending topics list.
  • 17. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE Ad Targeting Targeting varies slightly per the ad format Granular and behavior driven Interests Followers Keywords Television Devices or platforms Geography Gender Tailored audiences:
  • 18. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE http://Twitter.com
  • 19. CHOOSE THE BEST PLATFORM TO REACH LinkedIn Sponsored Updates YOUR AUDIENCE This content should be snackable helpful, engaging require limited context about your business
  • 20. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE http://linkedin.com
  • 21. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE Google Adwords Reach people at the precise moment theyre searching for what you offer Control your budget See exactly what's working in your ad, and build on it Measure the impact of your ad.
  • 22. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE http://www.google.com/adwords/
  • 23. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE Google Adwords (DFP Small Business) Make money by placing ads on your site Show ads that interest your users
  • 24. CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE Google AdMobs
  • 25. https://www.google.com/adsense/app https://www.google.com/ads/admob/index.html
  • 26. MEASURE AND ADAPT
  • 27. Here are the key statistics to watch: Your average daily and monthly campaign spend Your average impression share and coverage, i.e., the percentage of search engine users who are seeing your ads (also known as reach) The number of visitors (clicks) you typically receive on both a daily and monthly basis Your average c