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
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
Recommended
