Digital Marketing Trends, Analytics + Tactics
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This document outlines a presentation on digital marketing trends, analytics, and tactics. The presentation covers emerging digital trends like the shift from focusing on customers to users. It also discusses analyzing audience data with Google Analytics, including fundamental metrics and behavioral insights. Finally, it proposes developing tactics to drive engagement and conversion, using frameworks like marketing mixology that blend different channels. The presentation aims to provide an overview of key concepts in digital marketing.
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Digital Marketing Trends, Analytics + Tactics
- 1. an overview of Digital Marketing trends · analytics · tactics a presentation for KQED // August 26, 2015 insights + interfaces for digital business
- 2. © 2015 · all rights reserved A bit about me 2 corporate strategyBusiness Strategy Web Presence DesignProduct Development + Mgmt Growth Hacking Teaching + Education Procraftination
- 3. © 2015 · all rights reserved A bit about you 3 ‣ Your name ‣ Primary role/responsibility ‣ Experience with marketing ‣ One thing you’d like to learn
- 4. © 2015 · all rights reserved ‣ Emerging Trends in the digital media landscape ‣ Analyzing Audience with Google Analytics ‣ Developing Tactics to drive engagement + conversion Schedule for today 4 9:15a 10:15 11:15 15 min break 15 min break
- 5. an overview of Digital Marketing Part 1 Emerging trends in the digital marketing landscape
- 6. © 2015 · all rights reserved User More Users Indirectly engages Indirectly engage Customers v. users 6 Customer More Customers The Brand Revenues Engagement
- 7. © 2015 · all rights reserved Customer understanding 7 Afternoon w/Kids Date Night Personal Research
- 8. © 2015 · all rights reserved Different value props often compete for “fit” 8 Date Night
- 9. © 2015 · all rights reserved Customer understanding 9
- 10. © 2015 · all rights reserved Conversation-driven lifecycles 10 “Funnel” “Loop” source: https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places
- 11. © 2015 · all rights reserved Inbound v. outbound 11 source:http://mashable.com/2011/10/30/inbound-outbound-marketing/
- 12. © 2015 · all rights reserved The best brands are functional and emotional 12 Google Maps Get there. Apple Maps Maybe get there? Waze Help each other get there!
- 13. © 2015 · all rights reserved ‣ Emerging Trends in the digital media landscape ‣ Analyzing Audience with Google Analytics ‣ Developing Tactics to drive engagement + conversion Schedule for today 13 9:15a 10:15 11:15 15 min break 15 min break
- 14. an overview of Digital Marketing Part 2 Analyzing Audience with Google Analytics
- 15. © 2015 · all rights reserved How Google Analytics (GA) works 15
- 16. © 2015 · all rights reserved Fundamental Traffic Metrics (7 total) 16
- 17. © 2015 · all rights reserved Audience describes people 17
- 18. © 2015 · all rights reserved Acquisition describes sources 18
- 19. © 2015 · all rights reserved Let’s explore a higher-volume site… 19
- 20. © 2015 · all rights reserved Real-Time Tracking 20
- 21. © 2015 · all rights reserved Behavior describes content 21
- 22. © 2015 · all rights reserved Spike Analysis via Traffic Source/Medium 22
- 23. © 2015 · all rights reserved Spike Analysis via Traffic Source/Medium 23
- 24. © 2015 · all rights reserved ‣ Emerging Trends in the digital media landscape ‣ Analyzing Audience with Google Analytics ‣ Developing Tactics to drive engagement + conversion Schedule for today 24 9:15a 10:15 11:15 15 min break 15 min break
- 25. an overview of Digital Marketing Part 3 Developing Tactics to drive engagement + conversion
- 26. © 2015 · all rights reserved Remember the Loop 26 “Funnel” “Loop” source: https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places
- 27. © 2015 · all rights reserved One tactical framework… 27
- 28. © 2015 · all rights reserved Another Tactical Framework… 28
- 29. © 2015 · all rights reserved Marketing Mixology 29 + vegasseven.com/2013/10/02/ mixology-awards-2/ + +
- 30. © 2015 · all rights reserved Proceed with caution. 30 + http://vegasseven.com/ 2013/10/02/mixology-awards-2/ + +
- 31. © 2015 · all rights reserved Useful tools 31 planning Search Engine Marketing (SEM) analytics social/viral lift destination segmented emails sponsored posts
- 32. © 2015 · all rights reserved Staying on top of the trends 32
- 33. an overview of Digital Marketing Part 4 Q&A about anything we’ve discussed
- 34. an overview of Digital Marketing And scene. Thank you! let’s keep in touch seth@familian1.com // @sfam
- 35. © 2015 · all rights reserved Digital channels proliferate 35
- 36. © 2015 · all rights reserved SEM: Targeting + precision + budget 36
- 37. © 2015 · all rights reserved SEO: strength in coding + creative 37
- 38. © 2015 · all rights reserved Retargeting: tracking technology 38
- 39. © 2015 · all rights reserved Affiliates: inbound monetization 39
- 40. © 2015 · all rights reserved Social: network effects 40
- 41. © 2015 · all rights reserved Email: timing + relevance 41
- 42. © 2015 · all rights reserved The art of timing 42
- 43. © 2015 · all rights reserved What day is best for sending? 43http://customer.io/blog/timing-week-day-email-sending-schedule.html Tuesdays—or earlier in the week
- 44. © 2015 · all rights reserved What time is best? 44http://customer.io/blog/timing-week-day-email-sending-schedule.html Brand Image Earlier in the day (10a) Click Actions Later in the day (7p)