Digital Marketing - m. powers

Digital MarketingMargaret Powers2015

Agenda Digital Marketing – what is it? Digital Marketing – a game changer for marketers Digital Marketing Trends Analytics that Drive Digital Marketing Future of Digital Marketing How is ADP Using Digital Marketing

Digital Marketing – What is it?

Digital marketing - a group of targeted, measurable, and interactive marketing tactics using digital technologies

Examples of Digital MarketingWEB

• -Search Engine Optimization (SEO) • Search Engine Marketing

(SEM) • Content Marketing• Influencer Marketing• Content Automation• Campaign Marketing• E-commerce Marketing

SOCIAL MEDIA

• Social Media Optimization• E-mail Direct Marketing• E–books

OTHER CHANNELS

• Mobile apps/texting (SMS and MMS)

• Automated callback • On-hold messaging• Mobile ring tones

Popularity and Effectiveness of Digital Marketing Channels and Strategies

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https://www.salesforce.com/form/marketingcloud/conf/2015-state-of-marketing.jsp

https://www.salesforce.com/form/marketingcloud/conf/2015-state-of-marketing.jsp

Projected Spend for Marketing

The top five areas for increased marketing spending are:

38% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels in the upcoming year

Social media advertising (70% of marketers)

Social media engagement (67% of marketers)

Social media marketing (70% of marketers)

Mobile applications (66% of marketers)

Location-based mobile tracking (67% of marketers)

Digital Marketing – a game changer for marketers and consumersConsumers More power to the consumer Real-time feedback on products/services adds a new level of

responsiveness needed Customer Reviews - people trust other consumers more than

those trying to sell the product Crowdsourcing influences the destiny of a product Analytics allow marketers to see activity focused around their

marketingMarketers Have to aggressively monitor and respond to/manage feedback on

their products/company Gives marketers the ability to quantify the response to their

marketing

Shifting the Power – Now Inbound (or customer-centric) Marketing

Traditional Media

Social Media

Centralized Push

Decentralized Pull

-Shifted the power to the consumer-Less tolerance from audience for interruption-Technology allows us to block it-shift for marketers becomes - how do you pull them in? -need to create content that is so compelling - it pulls in the audience-message can be more 1 on 1, personalized to the individual or segment-less hijacking of someone else’s traffic (ie: a television show, radio, etc.) – you’re creating your own-

CONTENT

Based on Dion Hinchcliffe’s idea (web2socialcomputingmagazine.com) and as depicted in E-Marketing Judy Strauss and Raymond Frost.

Social Media Trends

2015 SOCIAL MEDIA MARKETING INDUSTRY REPORT, Copyright 2015, Social Media Examiner

Facebook and LinkedIn are the two most important social networks for marketers

Social Media TrendsLinkedIn is #1 for Business to Business Facebook is #1 for Business to Consumer


Benefits of Social Media


Analytics that Drive Digital Marketing


Future TrendsTwitter, YouTube and LinkedIn hold the top spots for future plans: Asignificant 66% of marketers plan on increasing their use of these socialnetworks.Video becoming important: A significant 57% of marketers use video in their marketing; however, 72% want to learn more about video marketing and plan on increasing their use of video.

Podcasting on growth trajectory: Only 10% of marketers are involved with podcasting, yet 26% plan on increasing their podcasting activities and 43% of marketers want to learn more about podcasting.Most marketers aren't sure their Facebook marketing is effective: Only 45% of marketers think that their Facebook efforts are effective.
