Digital MarketingBuilding and executing a digital strategy Clay Schossow, New Media CampaignsTweet at @newmediaclay

New Media Campaigns

● 11 Person Agency in Carrboro

● Full-service digital agency

● Work with political campaigns, non-profits, companies, & partner with agencies

● Startups and Local Clients to Fortune 500○ UNC, Boeing, Cisco, Rhodes Scholars, etc.

Developing a Digital Strategy

● How is it different than traditional?

● Important Steps:○ Ranking Audiences○ Ranking conversions○ Choosing and testing message

● Difference of Strategy vs. Tactics

● Choosing tactics to execute through

Key Digital Tactics

● Paid Online Advertising

● Social Media

● Inbound Marketing

● Earned/WOM

● All complements

Paid Ads

● CPM vs. CPC

● Display/Contextual vs. Search○ Longtail in Search

● Ad Exchanges○ Consumer data and targetting

● A/B Testing

Social Media

● Facebook○ Cheap $: Like Ads, Display Ads, Games○ Pages and Share Campaigns○ Give users something, then keep them engaged

● Twitter○ New Ads, sponsored tweets○ Viral campaigns: Hunger Games vs. McDonalds

● YouTube/Flickr/LinkedIn/Pinterest

● Email

Inbound Marketing

● Inbound vs. Outbound

● Organic vs. Paid results

● Consistently create quality content: blogging, social media, email campaigns

● Only cost is time

● Focus on longtail

Complements

● Rare that one tactic stands alone

● Each tactic is for different audience/media

● Mix of paid and earned

● Always testing and monitoring to double down

Around the Corner

● Shiny new thing

● Wait for critical mass before recommending to a client

● Watch industry trends through blogs, social media, influencers

Takeaways

● One medium made up of multiple media

● Cost effective to work on fly

● Always Be Testing

● Content Creation

What You Can Do?

● Employers are looking to millenials

● Try this stuff: Blog, Tweet, Run an Ad Campaign

● Interact with leaders in the space

Thanks!

Clay Schossowwww.newmediacampaigns.com clay@newmediacampaigns.com@newmediaclay