Webinar-1: Why Advocacy Marketing is important in today’s digital world?
Digital Marketing in Today’s World
75
Digital Marketing in Today’s World
Transcript of Digital Marketing in Today’s World
Digital Marketingin Today’s World
Who Is Hagadone Digital
• Doug Schust, CEO
• Head Office located in Coeur d’ Alene
• Offices in USA, Canada, UK and Opening South America Soon
• Current Staff of 40 plus and growing
– Been in digital marketing since 1997
• Winner of over 38 International Web Development and Marketing awards
• Former President of WSI World (World’s largest Internet Franchise , Located 80 Countries)
Some of ourGlobal Clients
50 Years Ago….
Today…
Today’s Reality
Digital Marketing System
Paid Search (PPC & Display)
Search Engine
Optimization (SEO)
Email Marketing
Social Media (SMO)
Surf
Search
SocialTargeted Traffic
Landing Pages
Websites
Analytics
Track, Measure & Refine
Mobile
What does a Digital StrategyLook Like !!!
Everything Is Moving Online
Time … Location … Device
User Experience
Check Analytics
Check Analytics
Mobile
Websites
Responsive
Design
So Which One?
Responsive
Scales To All Devices
Keyword Phrase
Organic (SEO)
Paid Search
Landing Page
The first page a visitor sees when they come to your
website
Landing Pages
Research shows that companies
with 30 or more landing
pages generate 7x more
leads than those with fewer than 10.
Conversion
A conversion is getting someone to take
a predetermined action that you want to track and measure
Keyword Phrase
Paid Search
PPC Campaigns
PPC Analysis
Ad Spend
Total
Impressions Landing
Page Visits
Avg CTR(Click Through
Rate)
Web
Events
Conversion
Rate
$77,000 3,000,507 56,789 1.90% 22,810 40.2%
Ad SpendMay 2012
ImpressionsMay 2012
Landing
Page VisitsMay 2012
Avg CTR(Click Through
Rate)
May 2012
Web
EventsMay 2012
Conversion
RateMay 2012
$6,000 161,134 10,912 6.65% 6340 58.1%
Too Many Choices
Google Analytics
•Where did the visitor come from?
•Direct, Search Engines, Referrals, EmailsTraffic Source
•What is the first page the visitor saw?
• Is it the home page? Entry Page
•What is the sequence of pages the visitor views?Visitor Path
•What is the last page the visitor saw before leaving the site?Exit Page
CALL TO ACTION 1CALL TO ACTION 2CALL TO ACTION 3
DESCRIPTION 1
DESCRIPTION 2
DESCRIPTION 3
HEADING 3
HEADING 2
HEADING 1
Multivariate Testing
HEADING
Description
Call To Action
Hummingbird Update
Display Ads +Retargeting
Your Ads Can Be Seen On….
Display Campaigns
Display Analysis
Ad Spend
Total
Impressions Re-Marketing
Impressions
Landing
Page
Visits
Web
Events
Conversion
Rate
$70,000 139,885,123 1,921,513 246,563 50,011 20.3%
Ad SpendMay 2012
ImpressionsMay 2012
Re-Marketing
Impressions
Landing
Page
Visits
Web
Events
Conversion
Rate
$10,000 21,411,780 187,516 52,450 17,283 33.0%
Display Campaigns
• Outstanding visibility (eyeballs) on the WONDER brand for “surf”
• Re-marketing to existing visitors worked extremely well
• Significant landing page visits and very high conversion rates
• Very cost effective @ $.50 per CPM
Search Engine
Optimization
The Big Question
“I Want To Be
Ranked #1 In Google”
Do You DESERVE
to rank #1 In Google
The term
‘WONDER bread’
had a 267.25% increase –from only 8,514 searches to
31,268 searches
Branding
Keyword ResearchKeyword Google.ca position
preservative free bread 2
nutritious bread 4
whole grain bread 4
whole wheat bread 5
wheat white bread 5
white bread healthy 6
white whole wheat bread 7
wheat bread whole grain 7
white whole grain bread 8
whole wheat brown bread 8
white wheat bread 8
brown bread healthy 9
whole wheat white bread 10
whole grain whole wheat bread 10
whole wheat bread nutrition 13
whole grain white bread 13
healthy white bread 20
white bread nutrition 25
wheat bread white 36
bread good for you 50
nutrition of bread 54
white bread wheat bread 56
white bread and wheat bread 85
Within 5 months
63% of the original keyword phrases
were on
page 1of Google
SEO Summary
• Optimized 60 keyword phrases
• 41 of those keywords are on Page 1 of Google
• 10 of those phrases are ranking #1
• 15 of those phrases are on top 3
• 24 of those keywords are on top 5
Google Updates
Search Engine Updates
August 20 2013-Hummingbird
•New engine in Google used to process results.
•Impacts 90% of all searches
October 4th 2013-Penguin 2.1
•Impacting 1% of search queries
December 19, 2013-Authorship Shakeup
•Authorship markup dissapeared from roughly 15% of queries
Feb 6, 2014- Page Layout
•Sites with too many ads above fold penalized
May 21, 2014- Panda 4.0 Update
•Tareting websites with "poor' content
Content is King
Hummingbird
Outrank Competition
1.Use KeywordSpy.com2.Use SpyFu.com3.Leverage PPC with SEO
DominateGoogle
What’s Better
than being #1in Google?
Video Optimization
Within 5-7 Days
The Zero Moment of Truth
In Summary
Yesterday’s Marketing Funnel
Today’s Is AnythingBut A Funnel
63
The customer journey has radically changed
Google Confidential
Consumers trust search
50% search online astheir primary source of information during the zero moment of truth. Only 22% used the company/brand’s website.
Google Confidential
i
And smart phone users are doing the same thing
have searched for local information
of these people act within 24 hours
90%95%
Google Confidential
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PMTablet Mobile Desktop
Day EveningMorningNight
Hourly Distribution of Searches by Platform(does not reflect absolute traffic volume)
All Day and Across all devices3 devices allow for constant connectivity in the evenings and weekends
• Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. • Does not indicate absolute or relative traffic volumes.
Sequential screening is common & mostly completed within a day
• Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a different device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average, how much time passes between the time you begin an activity on one device and continue the activity on another device?
40% of consumers say
they will not buy a product or service if they can’t find the right info about it online.
98% move through
devices that same day
Winning the moments of truth
Go Multi-Channel To Amplify Your Message
Engage audiences on YouTube and increase
brand value
Connect with relevant audience and create
intent through targeted Display
Drive searches and be present for their purchase decisions
70
Engage with your customers at the zero moment of truth
Orchestrate your advertising across all screens
Align your spend with how your customers consume media
Don’t miss where the opportunity happens
Google Confidential
Yet, most marketers are not keeping pace
25.9%of time
22.2%of spend
10.1%of time
1.0%of spend
Internet Mobile
Google Confidential
Crawl … Walk … Run
Thank YouThank YouThank YouThank You
Questions
