digital marketing - m. powers
TRANSCRIPT
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Digital MarketingMargaret Powers2015
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Agenda Digital Marketing – what is it? Digital Marketing – a game changer for marketers Digital Marketing Trends Analytics that Drive Digital Marketing Future of Digital Marketing How is ADP Using Digital Marketing
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Digital Marketing – What is it?
Digital marketing - a group of targeted, measurable, and interactive marketing tactics using digital technologies
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Examples of Digital MarketingWEB
• -Search Engine Optimization (SEO) • Search Engine Marketing
(SEM) • Content Marketing• Influencer Marketing• Content Automation• Campaign Marketing• E-commerce Marketing
SOCIAL MEDIA
• Social Media Optimization• E-mail Direct Marketing• E–books
OTHER CHANNELS
• Mobile apps/texting (SMS and MMS)
• Automated callback • On-hold messaging• Mobile ring tones
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Popularity and Effectiveness of Digital Marketing Channels and Strategies
https://www.salesforce.com/form/marketingcloud/conf/2015-state-of-marketing.jsp © 2000–2015 salesforce.com, The Landmark @ One Market, Suite 300, San Francisco, CA, 94105, United States
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Projected Spend for Marketing
The top five areas for increased marketing spending are:
38% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels in the upcoming year
Social media advertising (70% of marketers)
Social media engagement (67% of marketers)
Social media marketing (70% of marketers)
Mobile applications (66% of marketers)
Location-based mobile tracking (67% of marketers)
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Digital Marketing – a game changer for marketers and consumersConsumers More power to the consumer Real-time feedback on products/services adds a new level of
responsiveness needed Customer Reviews - people trust other consumers more than
those trying to sell the product Crowdsourcing influences the destiny of a product Analytics allow marketers to see activity focused around their
marketingMarketers Have to aggressively monitor and respond to/manage feedback on
their products/company Gives marketers the ability to quantify the response to their
marketing
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Shifting the Power – Now Inbound (or customer-centric) Marketing
Traditional Media
Social Media
Centralized Push
Decentralized Pull
-Shifted the power to the consumer-Less tolerance from audience for interruption-Technology allows us to block it-shift for marketers becomes - how do you pull them in? -need to create content that is so compelling - it pulls in the audience-message can be more 1 on 1, personalized to the individual or segment-less hijacking of someone else’s traffic (ie: a television show, radio, etc.) – you’re creating your own-
CONTENT
Based on Dion Hinchcliffe’s idea (web2socialcomputingmagazine.com) and as depicted in E-Marketing Judy Strauss and Raymond Frost.
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Social Media Trends
2015 SOCIAL MEDIA MARKETING INDUSTRY REPORT, Copyright 2015, Social Media Examiner
Facebook and LinkedIn are the two most important social networks for marketers
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Social Media TrendsLinkedIn is #1 for Business to Business Facebook is #1 for Business to Consumer
2015 SOCIAL MEDIA MARKETING INDUSTRY REPORT, Copyright 2015, Social Media Examiner
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Benefits of Social Media
2015 SOCIAL MEDIA MARKETING INDUSTRY REPORT, Copyright 2015, Social Media Examiner
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Analytics that Drive Digital Marketing
2015 SOCIAL MEDIA MARKETING INDUSTRY REPORT, Copyright 2015, Social Media Examiner
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Future TrendsTwitter, YouTube and LinkedIn hold the top spots for future plans: Asignificant 66% of marketers plan on increasing their use of these socialnetworks.Video becoming important: A significant 57% of marketers use video in their marketing; however, 72% want to learn more about video marketing and plan on increasing their use of video.
Podcasting on growth trajectory: Only 10% of marketers are involved with podcasting, yet 26% plan on increasing their podcasting activities and 43% of marketers want to learn more about podcasting.Most marketers aren't sure their Facebook marketing is effective: Only 45% of marketers think that their Facebook efforts are effective.
2015 SOCIAL MEDIA MARKETING INDUSTRY REPORT, Copyright 2015, Social Media Examiner