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Martin Terbrack, Marty Terbrack, Martin Terbrack Portfolio, Marty Terbrack Portfolio, Digital Marketing Strategist, Digital Marketing Director, Digital Marketing Technologist, Brand Manager, Audience Engagement Consultant, Paid Search Program Manager, Display Advertising Program Manager, Social Marketing Director, Social Community Manager, Social Media Monitoring and Engagement Manager, Affiliate Marketing Manager, Email Marketing Manager, eCommerce Manager, Lead Generation Expert, CRM Manager , Web Analytics Manager, Project Manager, IT Manager, Business Unit Development Manager, Digital Marketing Director, Digital Marketing Vice President, Digital Marketing VP, Web Analytics Director, Website Usability Manager, Interactive Marketing Consultant, Online Marketing Trainer and Digital Marketing Speaker, Pay-Per-Click Manager, Search Engine Optimization Manager, Ecommerce Director, Analytics Director, Digital Chief Marketing Officer
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© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Martin Terbrack, CEO Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Years | Rating Years | Rating
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
In early 1990’s - worked at start-up that develop 1st Ford.com website When on to release showroom, Dealer Locator, Inventory Services as well as launch over 5,000 dealer websites In the early 2000’s worked at Company that developed 1st Automotive OEM campaign on Facebook, for the Ford College Program back when a .edu email required to be a member. Manage launch of (2) OEM Lead Systems In 2012, completed Brand Website Evaluation In 2013, as the Digital Marketing Manager for Spartan Motor, I developed Digital Marketing Strategic Plan and Roadmap for (3) Brands owned, earned and shared properties / media
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
“Forged By Fire Cross” Channel Campaign
Wireframe for Adaptive Website
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Adobe Marketing Analytics & Insights Analyst
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Digital Marketing, Inc. | Services & Consultancy
313Digital
© Copyright 2014 Digital Marketing, Inc.
Digital Marketing, Inc. | Services Overview
Strategic Planning:
Digital Marketing Strategic Plans
12 & 24 Month Roadmaps
Marketing Services:
Display Advertising & Media Planning
Pay-Per-Click Advertising
Search Engine Optimization
Social Media Marketing Services
Affiliate Marketing
Email Marketing
Contests & Incentives
Website Design & Development
Usability Testing
Customer Relationship Management
Website Analytics
DM Competitive Intelligence
© Copyright 2014 Digital Marketing, Inc.
Digital Marketing, Inc. | Services Overview
Consulting Services:
eCommerce Site Management
Lead Generation Programs
Landing Page Optimization
Customer Persona Development
Search Ranking Reporting
Social Media Engagement
Technology Evaluations
Workflow Consulting
Project Management Consulting
Mobile Advertising
Training & Seminars
Partnering Models:
Tiered Program Management Fee Based on Spend
Fixed Retainer
Confidential Tier (2) Agency Partnerships
Pay for Performance for Select Clients
© Copyright 2014 Digital Marketing, Inc.
Martin Terbrack, CEO Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Top Down Approach Business Objectives Marketing Strategy Brand DNA Customer Segmentation Purchase Cycle Subject Matter Experts Competitive Benchmark Success Events / Monetization Customer Personas Research & Tools Success Events & KPI’s Road Map Development Budgeting, Planning & Prioritization by Channel Stakeholder Buy-in Executive Approvals Vendor Evaluation Execution Management
© Copyright 2014 Digital Marketing, Inc.
CUSTOMER ACQUISTION
IDENTIFICATION
AWARENESS
TRIAL
Identification of potential customers prospecting
Generate awareness; Get Customers predisposed to a product or service offering
Build interest and convert prospects to customers
CUSTOMER RETENTION
REPEAT
ADVOCACY
Initiate and Increase customer’s buying behavior
Provide a trusting valued relationship with customers
Consumer Persona Development, Segmentation & Online Behavior Targeting
Assists clients in targeting audience creating optimal win/win outcomes within each step of the acquisition and retention phases, providing targeted measurable programs results
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Brand / Audience I Social Engagement
24
© Copyright 2014 Digital Marketing, Inc.
Ad
CampaignTracking Code: 1023932
A B C
A
B
C
A
Analytics
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Digital Analytics | Insights Model
28
Win-Win User / Company Outcomes based data driven decision making model designed to produce optimal insights and actionable metrics and recommendations. Answers “The What”, quantitative data, Why, qualitative data digital marketplace intelligence, consumer experience and improvements in program effectiveness and performance.
© Copyright 2014 Digital Marketing, Inc.
Performed Competitive Intelligence for: Display Advertising, Paid Search, SEO & Social Media Monitoring & Engagement
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Performed Website Competitive Comparison and Provided Website Recommendations for American Airlines
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Campaign Ad
Spend
Revenue Gross
Margin
%
Product
Cost
Gross
Profit
ROI
AdWords $3,500 $22,500 45.0 $12,400 $10,000 285%
Yahoo! $1,000 $3,700 45.0 $2,000 $1,700 168%
Newsletter $75 $1,200 45.0 $660 $539 719%
Comparison
Shopping
$300 $2,000 45.0 $1,100 $932 329%
Affiliate - SAS $12 $1,750 45.0 $960 $787 642%
Affiliate - PJ $500 $5,800 45.0 $3,162 $2,587 495%
Affiliate -
$600 $2,000 45.0 $1,131 $926 145%
Organic /
Other
$300 $31,000 45.0 $17,344 $14,191 6,200%
Totals $6,422 $72,760 45.0 $40,018 $32,742 509%
© Copyright 2014 Digital Marketing, Inc.
Paid Search
Organic Search
Affiliate
Ad Media
Landing Pages
Registration Page
Homepage
Category/Search Results
Shopping Cart
Product Detail Page
Social Media
Reporting
Homepage Product
Detail
Checkout Category
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Dealer Enrollment Dealer Sales Manager / Principal
Receives Program Details Accesses Program Website on
Dealer Portal Authenticatingthrough DealerConnect
Completes Enrollment Process
Lead Providers Chrysler Sets Lead Price and
Contract Terms Program Manager contacts
Lead Providers Negotiates LeadContracts
Approved Lead Provider addedto Lead Server, Helpdesk,Enrollment Form, BillingSystem
CLC Lead Server (Wambatech LS) Lead Purchasing Lead Aggregation Lead Validation Application of Business Rules Depuping and Scrubbing Filtering Inclusion / Exclusion
Rules Sends Leads to Dealers Lead
Management Tool Lead Deposition Lead Data Append Base Reporting and Search
Adhoc Reporting System Create a set of Custom Canned
Reports by Brand, District and Zone Provide Corporate Users the ability
to Generated Reports usingBusiness Objects or Web BasedQuery Builder
Parts Statement Billing Setup Marketplace EDI Transaction Obtain Daily Chrysler Dealer Feed Collect Dealer Billing Information
from Lead Server
Lead Data Integrations Append COIN CRM Lead Enrichment Lead Scoring Sales Match Reporting
Program Headquarters Supports Dealer Program Questions Provides Enrollment Support Collects Dealer Program Feedback Escalates to Tier II Support Provides Reporting
Dealers Receiving Leads from (CLC) Process to Certify Lead
Management Tool Providers Lead Specification Verification Test Lead Validation
Data Center / Hosting Facility Setup a Secure Scalable Server
Environment with High SpeedInternet Connection
Monitor System Performance Integrate with Chrysler Data Process Numerous Data Feeds Execute EDI Transactions for Billing
© Copyright 2014 Digital Marketing, Inc.
Developed Company’s Strategy for Lead Scoring, Lead Enrichment and Monetization
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
Responsible for Pulte’s Consumer Facing Websites Including: Pulte http://www.pulte.com DelWebb http://www.delwebb.com DiVosta http://www.divosta.com Pulte Spanish http://www.pultespanish.com Plus - 25 Community / Market Microsites
© Copyright 2014 Digital Marketing, Inc.
2004 2005 %
Total 61,751,792 84,264,057 +36%
Pulte.com 41,462,710 56,063,785 +35%
DelWebb.com 18,533,021 26,034,104 +40%
DiVosta.com 1,756,061 2,166,168 +23%
0
10
20
30
40
50
60
2004 2005
Pulte.com
DelWebb.com
DiVosta
© Copyright 2014 Digital Marketing, Inc.
Web Leads / Customer Data
3rd Party
Websites
(BHI, New
Home Source)
Search Engines
Paid / Organic Traditional
Media
Marketing
Direct
Community
Level Leads
Contact Us
Requests
Market
Level Leads
© Copyright 2014 Digital Marketing, Inc.
Pulte
Mortgage
Customer
Relations
Human
Resources
Sales &
Marketing Corporate
Communications
Stakeholders
Strategic
Marketing
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
INCA
© Copyright 2014 Digital Marketing, Inc.
© Copyright 2014 Digital Marketing, Inc.
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