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Measuring Your Success in Digital
Bud GibsonDirector, EMU Center for Digital [email protected]
Our Challenge• Digital marketing is a combination of
information technology and the social sciences.
• We must reach the right consumers and convince them of our solution.
• The technology stack is complex and evolving• Large scale distribution platforms• Traditional websites & mobile• Internet Infrastructure• Devices
• Connect and convert consumers on properties we own and those we don’t
You need a simplification strategy to track how you are doing in this mess
Four Steps
1. Decide what counts
2. Measure what counts
3. Understand your customer’s journey
4. Optimize your customer’s journey by improving your
measures on what counts
Example: MadeInAFreeWorld.org
Tools that can help• Paid advertising• Google AdWords• Facebook Ads Manager
• Email-driven• Mailchimp• Constant Contact …
• Various social listening and SEO tools• Moz
• All-in-one• Hubspot: lead gen through
content• Marketo: lead gen through email• Shopify: ecommerce
Connect with Us• Upcoming events• November 13: The Search Marketing Workshop featuring GM’s Director of
Digital Advertising and Analytics and many panels targeted at all size businesses. http://TheSearchMarketingWorkshop.com • December 11: John Patterson, Head of Social Media at Kelly Services. Register
at: http://CenterForDigitalEngagement.org
• Web: http://CenterForDigitalEngagement.org • Email: [email protected]