This is a presentation providing an introduction to digital marketing, specifically paid search, email marketing and display advertising for the Atlanta Arts Marketing Roundtable on September 21, 2011.

1. Arts
Marketing
Roundtable
September 21, 2011

2. About Search Discovery
• Founded 2004
• Success through better marketing
• Better marketing through analytics
Web Information Paid
Usability SEO
Analytics Architecture Media
2

3. User Experience
3

4. User Experience
In Person
• How do patrons interact with your art?
• How often?
• What is their user experience?
4

5. User Experience
Cost of Experiencing Art
• Monetary
• Opportunity
5

6. User Experience
Cost Benefit Calculation
Value {
Cost Benefit
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7. User Experience
Cost Benefit Calculation
Benefit - Cost = Value
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8. User Experience
Cost Benefit Calculation
Benefit - Cost = Value
• Increase Benefit to Increase Value
• Better Artists
• Higher Quality Work
• More Engaging Experience
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9. User Experience
Cost Benefit Calculation
Benefit - Cost = Value
• Decrease Cost to Increase Value
• Cheaper Tickets/Discounts
• Decrease Opportunity Cost
9

10. User Experience
Cost Benefit Calculation
Patron A Patron B Patron C
Value { Value
{ Value {
Cost Benefit Cost Benefit Cost Benefit
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11. User Experience
Your Website
• Your Online Art Venue
• Increase Value Via Your Website
• Digital Marketing Channels Lead Here
• Long Term Strategy
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12. Let’s start with a project
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13. Our Project
What we know
• Target Market - Demographic Data,
Psychographic Data, Similar/Comparable
Art, etc.
• We Always ... - Emails, Season Mailers,
Existing Contracts, Free Stuff
• Budget - Limited $
• Channels - TV, Radio, Print, Email, Paid
Search, SEO, Display, Social Media, etc.
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14. Our Project
Marketing Objectives
(A) Retain Existing Patrons
(B) Acquire New Patrons
• Over a 5 year period, businesses my lose as many as
half of their customers.
• Acquiring a new customer can cost 6-7 times more
than retaining an existing customer.
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15. Digital Marketing Channels
★ Email
★ Paid Search (PPC)
★ Display
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16. Digital Marketing Channels
★ Email
★ Paid Search (PPC)
★ Display
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17. Email
Two Opportunities
1. Segment
2. Test
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18. Email
Retain Existing Customers
• Reach your existing customers
• Print is expensive
• You know:
• To whom you are sending emails
• Your patrons’ interests
• Past purchase behavior
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19. Email
Let’s Test
• Example:
• You are the theatre company
• Your season has three performances
• You want to test if patrons respond more favorably
to an email about the entire season or only the
show you think they are most likely to come see
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20. Email
Let’s Test
• Segment Your Patrons:
• First, divide them into three groups:
• One group each show: 1, 2, and 3
• Next, divide each of those groups into a control
and a test:
• 1-Control, 1-Test
• 2-Control, 2-Test
• 3-Control, 3-Test
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21. Email
Let’s Test
• We will need four emails:
C T T T
Season Show 1 Show 2 Show 3
Control Test Test Test
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22. Email
Let’s Test
Show 1 Show 2 Show 3
1C 2C 3C
1T 2T 3T
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23. Email
Let’s Test
Tracking Our Results:
• To Start: Open Rates, Click Rates, etc.
• Next Level: Track Website Engagement,
Tag Links and Analyze Web Analytics Data
• Analytics Ninja: Track Segments All the
Way Through Conversion (Ticket Sales)
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24. Email
Acquire New Customers
• List Trades
• Testing Could Be Difficult
• Track Each Email Separately
• Advertise to Engaged Audiences
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25. Digital Marketing Channels
★ Email
★ Paid Search (PPC)
★ Display
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26. Paid Search
What is PPC?
Paid
Results
on Google
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27. Paid Search
What is PPC?
Paid
Results
on Bing
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28. Paid Search
What is PPC?
• Google: Google AdWords
adwords.google.com
Google Grant
www.google.com/grants/
• Yahoo & Bing: Microsoft adCenter
adcenter.microsoft.com
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29. Paid Search
Resources to Get Started
• AdWords Small Business Center - www.google.com/
adwords/smallbusinesscenter/
• Learn With Google (Beta) - www.google.com/ads/
learn/marketing-business.html
• AdWords Online Classroom - www.youtube.com/
adwordsclassroom
• AdWords Help Center - adwords.google.com/support/
aw/?hl=en
• Exam Learning Center - adwords.google.com/support/
aw/bin/static.py?
hl=en&page=examstudy.cs&ctx=go&hl=en
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30. Digital Marketing Channels
★ Email
★ Paid Search (PPC)
★ Display
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31. Display
Types of Display Advertising
• Contextual - Audience, Topic, Keyword
• Placements - Individual Websites
• Retargeting - Retain Existing Customers
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32. Display
Types of Display Advertising
• Contextual - Audience, Topic, Keyword
• Placements - Individual Websites
• Retargeting - Retain Existing Customers
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33. Display
Networks
• Google: http://www.google.com/ads/
displaynetwork/
• Yahoo: http://advertising.yahoo.com/
• Facebook: http://www.facebook.com/
advertising/
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34. Display
Ads & Landing Pages
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35. Display
Calculate Your CPA
CPA = Cost / ( Imp. * CTR * CR)
• Cost - Media Spend
• Imp. - Estimated Impressions
• CTR - Click Through Rate
• CR - Conversion Rate
• CPA - Cost Per Conversion
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36. The Big Finish
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37. Web Information Paid
Usability SEO
Analytics Architecture Media
37

38. 38

39. 39

40. All tactics are A common hub.
accountable to
outcomes. This means true
collaboration
Data drives and compromise
constant management
improvements. across tactics.
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41. Thank You.
Jordan Silton
Assistant Account Executive
Search Discovery
twitter @jsilton
email jordan.silton@searchdiscovery.com

42. Appendix
42

43. Appendix
Paid Media Resources
• Yahoo Advertising - advertising.yahoo.com
• Microsoft Advertising - advertising.microsoft.com
• Facebook Ads - www.facebook.com/advertising
• Google Search Ads - www.google.com/intl/en/ads/searchads/
• Google Display Ads - www.google.com/ads/displaynetwork/
• Google Video and YouTube Ads - www.google.com/ads/video/
• Google TV Ads - www.google.com/ads/tv/
• Google Ad Innovations - www.google.com/ads/innovations/
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44. Appendix
Other Cool Tools
• Google Website Optimizer -
www.google.com/websiteoptimizer
• Google Webmaster Tools -
www.google.com/webmasters/tools/
• CrazyEgg - www.crazyegg.com
• 4Q Survey - www.4qsurvey.com
• KISSinsights - www.kissinsights.com
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45. Appendix
Social Media
• Before: Should I be on social media?
• Now: Where should I be on social media?
• Just to name a few: Facebook, Twitter,
Google+, Fourquare, LinkedIn, Ning,
MySpace, etc.
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46. Appendix
Social Media
• Start by listening
• Are my patrons on this social network?
• What are they saying?
• Do they talk about my organization?
• Would my organization’s voice be active
and engaging here?
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47. Appendix
Social Media
• Measure your impact
• There are tons of tools, here are just a few:
• HootSuite: hootsuite.com
• Twitter Analytics: dev.twitter.com/blog/
introducing-twitter-web-analytics
• Facebook Insights: www.facebook.com/insights/
• Social Mention: www.socialmention.com
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48. Appendix
SEO
• Search engine optimization (SEO) is the
process of improving the visibility of a
website or a web page in search engines via
the "organic" or "natural" search results.
• Organic search results are non-paid listings
on search engine results pages.
• Organic listings appear because of their
relevance to the search terms.
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49. Appendix
SEO
Organic
Results
on Google
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50. Appendix
SEO
Organic
Results
on Bing
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51. Appendix
SEO Resources
• Google Webmaster Tools -
www.google.com/webmasters/tools/
• Webmaster Central Blog -
googlewebmastercentral.blogspot.com
• SEOmoz - www.seomoz.org/learn-seo
• Google’s SEO Starter Guide -
googlewebmastercentral.blogspot.com/2010/09/seo-
starter-guide-updated.html
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