Online Marketing 101: How to Reach Your Audience in a Digital Age. This is a presentation prepared to explain some of the major channel of online marketing and how marketers and businesses alike can leverage some of the growing trends in the industry. This presentation provides some basic facts and figures on eight channels in particular: search engine optimization, search engine marketing (SEM / PPC), display advertising, social media marketing, influencer marketing, content marketing, email marketing, and mobile advertising.

1. Online Marketing 101:
How to Reach Your Audience
in a Digital Age
Prepared by:
Jonathan Berthold

2. Online Marketing Trends
• An estimated $135 Billion will be spent on digital marketing in 2014
• Internet advertising will make up 25% of total advertising spending
by 2015
• By 2016, global ecommerce sales will reach $1.3 Trillion
Sources:
WebDAM Solutions http://www.webdam.com/2014-marketing-statistics-infographic/
Digital Information Worlds http://www.digitalinformationworld.com/2014/02/future-of-how-we-shop-infographic.html

3. Online Marketing Channels
• Search Engine Optimization • Search Engine Marketing
• Display Advertising
• Social Media Marketing
• Influencer Marketing
• Content Marketing
• Email Marketing
• Mobile Advertising

4. Search Engine Optimization

5. Search Engine Optimization
 61% of global Internet users research products online
 44% of online shoppers begin by using a search engine
 75% of users never scroll past the first page of search results
 33% of organic traffic goes to 1st search engine listing
Sources:
HubSport http://www.hubspot.com/marketing-statistics#Lead Generation
WebDam Solutions  http://www.webdamsolutions.com/2014-marketing-statistics-infographic/

6. More paid listings
Paid listings advertisers bid
for through Google
Adwords platform
(PPC Advertising)
Organic listings earned by
websites through Search
Engine Optimization

7. Search Engine Optimization
 Google and other search engines such as Bing and Yahoo! rank
websites based on a number of factors, but it boils down to three
main points:
Site
Structure
Relevancy
Domain
Authority
 Search Engine Optimization (SEO) is the foundation of online
marketing

8. Search Engine Optimization
 Site Structure
 Optimized URLs, robots.txt, site map, logical breadcrumb structure,
etc.
 Relevancy
 Content optimization – optimized H1 and H2 tags, engaging content,
one focal keyword per page (not including home page), etc.
 Domain Authority
 Building authoritative backlinks to push traffic and juice back to your
site

9. Main Benefits of SEO
 Cost-effective when done properly
 Provides a better overall user experience
 Search engines drive the most traffic
 Builds brand awareness and branding opportunities

10. Search Engine Marketing

11. Search Engine Marketing (PPC)
 Total advertising spend on mobile grew 23% in Q4 2013 from Q3
 Global spend on pay-per-click (PPC) advertising has increased
by 13% from Q3 2013 and 7% year-on-year
 Google continues to dominate with 84% of the world's paid
search market share
 Mobile now represents 20% of total search spending worldwide
Sources:
eConsultancy http://econsultancy.com/blog/64144-global-paid-search-spend-increased-in-2013-stats

12. Headline
Display URL
Description
You can also
enhance ads with
extensions to
increase clickthrough rates.
Google Adwords:
Sitelinks, Ratings,
Location, Call,
Social, etc.
Bing Ads: Location,
Call, Sitelinks.

13. Optimize Ads and Landing Pages
 Ads:
 Landing Page Elements:
 Headline
 Home Page vs. Campaign Page
 Description
 Calls to Action
 Display URL
 Phrasing
 Dynamic Keyword Insertion
 Number of Fields for Lead Gen Forms
 Week Parting
 Banner Images
 Day Parting
 Colours and Other Web Elements
 Broad vs. Phrase vs. Exact Match
 Pricing (eg: $40 to $39.99)
A/B testing is key: gather data and then optimize!

14. Benefits of Search Advertising
 Google and Bing are the major platforms for search advertising
 Mobile search advertising is on the rise
 Click-to-call and local campaigns
 Generates immediate leads and/or sales
 Complements SEO efforts: having both paid and organic listings
can increase click-through rates (CTR)
Source: MOZ  http://moz.com/ugc/harmonising-seo-ppc-a-practical-guide

15. Display Advertising

16. Type of Display Advertising
 Traditional Banner Display Advertising
 Fixed-fee (CPM rate or flat-fee) vs. real-time bidding (RTB)
 Social Media Advertising
 Facebook, Twitter, LinkedIn, and soon Pinterest & Instagram
 Retargeting via Display Advertising
 Web retargeting & social (Facebook and Twitter) retargeting
 Contextual Display Advertising
 Pop-ups/pop-unders and text link advertising
 Mobile Display Advertising

17. Power of Retargeting
 The average person is served more than 1,700 banner ads/month
 ~60% U.S. online consumers notice ads for products they
looked up on other sites
 Average CTR for display ads is ~0.07% - average CTR for
retargeted ads is ~0.7%
 Retargeted visitors are 70% more likely to convert than non-
retargeted web users
Sources:
CMO by Adobe: http://www.cmo.com/content/cmo-com/home/articles/2013/7/29/_15_mind_blowing_sta.html
http://www.cmo.com/content/cmo-com/home/articles/2013/11/20/15_Stats_Retargeting.html

18. Social Media Marketing

19. Social Media Marketing
 93% of marketing professionals leverage social media for their
businesses
 72% of all web users are active on social media platforms
 71% of users access social media from mobile devices
 70% of marketers have used Facebook to acquire customers
 34% have generated leads from Twitter
Sources:
Hubspot  http://www.hubspot.com/marketing-statistics#Lead Generation
Jeff Bullas  http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/#XJWOB9DrEUeAJYWE.99

20. The Right Social Platforms
 Choose the right social media platforms based on key factors:
 Target audience: B2B or B2C?
 Location: local marketing or national / international?
 Main objectives: to increase awareness, leads, and/or sales (ecommerce)?
 Community building activities: will you launch contests? Hold group
discussions?

21. Benefits of Social Media
 Increases brand awareness
 Helps build active communities and brand advocates
 You can target niche audiences
 Social media can help generate leads and/or sales
 Sophisticated advertising platforms provide huge potential

22. Influencer Marketing

23. Influencer Marketing
 92% of consumers have more trust for a peer recommendation
than a message coming directly from a brand
 33% more sales are driven via brand ambassadors than average
customers
 78% of online users will research a product, service, or company
before making a final purchase decision
Sources:
Nielsen http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
Zuberance  http://www.zuberance.com/resources/resourcesStats.php

24. Influencer Marketing Benefits
 Ability to access attentive niche target audiences
 Earned media has a better reputation than paid advertising
 Lower CPM than banner ads and traditional advertising
 Creates brand ambassadors that will follow your business
and promote your products & services

25. Content Marketing

26. Content Marketing
 90% of CMOs believe that custom content has a positive effect
on audience attitudes
 61% of people are more likely to buy from companies that
produce custom content
 Content marketing tactics are most often executed through the
use of: Articles (79%), Blogs (65%), Newsletters (63%), Case Studies
(58%), Whitepapers (51%),
Sources:
Unbounce http://unbounce.com/content-marketing/content-marketing-stats/

27. Content Marketing Vehicles
 Blogs
 Webinars
 E-Newsletter
 Videos
 White Papers
 Digital Magazine
 Online Articles
 Teleseminars
 Online PR and News Releases
 Podcasts
 E-Books
 Infographics
 Case Studies
 Online Surveys
 Testimonials
 Discussion Forms

28. Content Marketing Benefits
 More branded content leads to more exposure
 Allows your brand to tell its own story
 Engaging content breaks through clutter
 Custom content can help you build dedicated subscribers
 Videos and press releases can generate a significant buzz

29. Email Marketing

30. Email Marketing
 74% of consumers prefer to receive commercial communications
via email
 Email marketing has a positive ROI of 4,300%
 59% of companies are integrating email and social channels
together
 76% of email opens occur in the first two days after an email is
sent
Sources:
Hubspot http://blog.hubspot.com/marketing/email-marketing-stats-list

31. Email Marketing
 Integral aspect in audience development – goes hand in hand
with social media marketing
 Strategic email remarketing can help you segment users into
different subscriber baskets
 You can continuously drive traffic back to your site with an active
newsletter

32. Mobile Advertising

33. Mobile Advertising
 57% of users won’t recommend companies with poor mobile sites
 25% of all online searches are done from mobile devices
 Total mobile advertising revenue will hit $24.5 Billion by 2016
 Social media ad revenues expected to hit $11 Billion by 2017
 85% of users prefer native mobile apps to mobile sites
Sources:
Search Engine Journal http://www.searchenginejournal.com/2014-mobile-landscape-25-statistics-will-drive-future-mobile-marketing-infographic/89507/

34. Conclusion

35. Conclusion
 Choose the right marketing channels based on your objectives
 Base your strategy on your target audience’s search and online
behaviours
 Build the right foundation and invest in a clean, marketing-driven
website
 Make sure your brand messaging is consistent across all types of
online marketing

36. •
ca.linkedin.com/in/jonathanberthold/
Speaker Information
 Jonathan Berthold
 Director of Digital Media for Rank Media Agency
 Email: jonberthold@gmail.com /
jonathan@rankmediaagency.com
 LinkedIn Profile: http://ca.linkedin.com/in/jonathanberthold/