Designing Digital Media For Business Del Belcher – Social Media Specialist, Jackson College

Why is Digital Media important?

2015• 78% of Americans live in a household with high-speed internet• Over 91% of Americans own a cell phone• 7.3% (8.6 million homes) are considered “cord cutters”• More than 50% of U.S. adults multi-screen• $50 billion will be spent on digital advertising in 2015 (x3 2007)• Digital Marketing Spend is forecasted to increase 35% in 2016• 28% of marketers have reduced their advertising budget to fund more

digital marketing• Steve Carmody. Inc.com “What Ad Age;s 2015 Marketing Fact Pact Tells us about Digital Marketing” -

http://www.inc.com/bill-carmody/what-ad-age-s-2015-marketing-fact-pack-tells-us-about-digital-marketing.html• Fastcompany.com “How did Google do in 2012?” - http://www.fastcompany.com/3005018/how-did-google-do-2012-50-billion-revenue-says-incredibly-excited-larry-page• Business2community.com “10 Statistics on Top Digital Marketing Strategies for 2015” - http://www.fastcompany.com/3005018/how-did-google-do-2012-50-billion-revenue-says-incredibly-excited-larry-page

Google Spent $2,350,000,000 on

infrastructure in 2014 - Q1

P.s. Google Made $60,000,000,000

Where does my business start?

Re/Assess

DiscoverEngage

Assess – Know What and Who you Are

•Values•Issues•Users•Goals

Re/Assess

DiscoverEngage

Discover – Know your Audience

•WANT•NEED

•MOTIVATES•USE

•BENEFITS

If your business died today, would anyone

care?

Re/Assess

DiscoverEngage

Engage – Know what Works

•Relevant Content• Timely Messaging

• Measurable Actions

• Tangible Value

Different Channels serve different purposes:

WebsiteEmail

FacebookTwitter

PinterestInstagramSnapChat

??

Re/Assess

DiscoverEngage

Re/Assess – Know What to do Next

Did we meet our…•Values•Issues•Users•Goals

SWOT

Re/Assess

DiscoverEngage

Free Tools• CMS Analytics• Facebook Audience

Insights• Google• AdWords• Analytics• Trends

• Adweek.com• SocialBakers.com• SearchEngineWatch.com• SEMRush.com• SocialMediaToday.com• Spyfu.com

Re/Assess – Know What to do Next

Re/Assess

Do it again!

Website – Why?

Why a Website Works• Clear Branding • Relevant Content • Timely Interaction • Customer focused

Design

Would anyone in their right mind

visit again… On purpose?

Website – The Good. The Bad. The ¯\_(ツ )_/¯

Bad Design• Critical Path (Catalog) • Order of Exorcists (Organization)• The Clove Club (Restaurant)

Good Design• Imgur• Charity Navigator• Grand River Brewery

Learn to identify good design by…

http://www.webpagesthatsuck.com/

Website – No Silver Bullet

What do your customers want?• Information• Purchase• Donation• Entertainment• Community

What do you want?• Conversions• Sales• Boost Web Traffic• Promotion• Install an App • Raise Awareness• Offer Claim• Video views

Summary

• You aren’t the most important part of this equation• Find out what are successful/bad websites are doing• Find the Value of Customer/Transaction/Site Visit• Follow leaders in your field / Marketing professionals in your vertical• Clear, Relevant, Timely, Focused Design and Content leads to Goal Completion• Goal Completion – Cost of doing Business = Revenue

Re/Assess

DiscoverEngage

Questions?