Digital Marketing

What is digital marketing?

• Internet-based
• Measurable
• Targeted
• Scalable

By 2017, digital marketing will account for 33% of total ad spend, nearly as much as television.

Two main types of
digital marketing

Inbound:
Targeted content that 'pulls' people to your brand

Outbound:
paid ads that "push" your message to targeted audiences.

Of the two, it's typical for companies to spend up to 90% of marketing budget on....

OUTBOUND

But it's nearly universally understood that inbound results in higher quality leads and better results.

It's just really tough to do it well.

Despite the difficulty, 70% of marketers are creating more content than they did one year ago

Attribution

The funnel doesn't exist anymore

The digital path to conversion is a little more difficult to read

and highly-segmented marketing tech doesn't make finding a solution easier

In fact, nearly 75% of marketers simply choose the easiest attribution model, or have no idea why they use the attribution they do.

When considering SaaS solutions for marketing attribution,
get three things...

Untitled Slide

• Exceptional customer service & tech help
• A spotless understanding of how their product works
• References...and really check 'em

So, digital marketing...

Short answer:
Yes

Digital Marketing is:

• Cheaper
• More Highly Targetable
• More Effectively Tracked
• Easier to Scale

So how can you tell digital marketing is working
for your organization?

it Depends on your goal

• Demand Generation
• Lead Generation

Demand Generation: Creating demand or interest in your product or service

How Demand Gen Success is tracked

• Consumption of content
• Engagement with content
• Does content assist in converting traffic to leads

Lead Generation: Attracting interested, qualified prospects to collect information for further marketing/sales outreach.

How Lead Gen Success is tracked

• Cost Per Click/Engagement
• Cost Per Qualified Lead
• Cost Per Acquisition
• Return on Marketing Spend

There's one other critical aspect to any successful digital marketing effort

Conversion Rate Optimization (CRO)

CRO: Using analytics & user feedback to improve digital marketing performance

Conversion = any point in your marketing & sales process that requires the user to complete an action

Avg. Conversion Rate Across All Devices

CRO opportunities can be tough to spot &
difficult to solve.
But they can also pay off in very big ways

A key way to improve conversion rates is to A/B test

A/B Testing Can

• Help repair costly deficiencies in a conversion process
• Improve conversion rates from ad clicks all the way to ecommerce checkouts.
• Improve performance of your content, website and other digital assets.
• Provide data as fuel for decision-making

Digital marketing moves swiftly & staying informed is half the battle

Resources to Stay Current

• https://moz.com/blog
• http://blog.hubspot.com/
• LinkedIn Pulse Marketing Channel: http://bit.ly/1P5zTDz
• Econsultancy: http://bit.ly/1LxhJ62

Finally

What makes someone a good digital marketer?

A Good Digital Marketers is:

• Always Curious
• Data-driven
• Fixated on Outcomes
• Probably a little weird

Good Luck!

Bear & Beam Consulting