Welcome to the Digital Marketing Revolution. In the past few years we have seen digital marketing efforts increase dramatically for the retail jeweler. Scalability, data tracking and low costs have made digital media the marketing topic du jour. There is serious money and business at stake for those who enter the fray, but digital efforts can’t survive alone. There are detailed aspects that can significantly alter successful outcomes, and most revolve around your website. Find out how programs like paid search, retargeting and mobile advertising work and, more importantly, what you are risking in time and money if you don’t have the proper foundation. Your website is arguably the most important asset you posses to drive new business. It is also the most frequently neglected. The introduction to countless digital marketing and social media opportunities combined with the rise of the smartphone have changed the game forever. Explore why it is vital to understand the how and why of the digital landscape and what it means for your business.

1. Shane O’Neill
Vice President - Fruchtman Marketing | Booth S11876
The Importance and Function
of Your Website in Digital Marketing

2. There’s a Revolution Going On
Your Website and Digital Media
A digital revolution... and it’s like the wild west.
•Digital media is one of the biggest disruptors in
the jewelry industry in decades.
•Has fundamentally changed how people shop.
*Morgan Stanley

3. What is The Digital Revolution
Your Website and Digital Media
One could argue it all started with the
introduction of the iPhone in 2007...
• YouTube launched in
• Facebook open to the public
• Mobile web will overtake desktop internet use
by 2015*
*Morgan Stanley
2005
Late 2006

4. The Digital Revolution
Your Website and Digital Media
The Growth of Digital Marketing is Light Speed
• Up to 25% of marketing budgets are digital
• Highly scalable, trackable and sophisticated
• Drives traffic and connects to your website
like never before... what will you do when they
get there?
*Morgan Stanley

5. The Importance of Digital Media
Your Website and Digital Media
If content is King (Arthur), then data is Merlin.
Digital media is chock-full of revealing
information from where visits come from to the
type of device being used. However, it’s not
just digital. Things like Google Analytics can
help track traditional marketing too!

6. The Central Hub: Your Website
Your Website and Digital Media
Your website is arguably your greatest
asset. Gone are the days of one
dimensional, static websites. Today your
website is the cornerstone of new and
repeat business.
It requires constant attention.
Just like your store.

7. Your website and its importance
• Is now the first exposure to YOUR brand
• Content is more important than ever
• Consumers expect a robust online experience
• The most important factor in successful digital
marketing
Your Website and Digital Media

8. What Consumers are Doing
• 65% of U.S. shoppers browsed online and
bought in store over the holidays
• 4 out of 5 consumers use smartphones to shop
• 35% of smartphone owners in Q2 2013 used
their device to locate a store
Your Website and Digital Media

9. 9
How’s this for
eye opening?
Research by Kentico, found
that mobile users have a low
threshold for satisfaction, with
44% saying they wouldn’t
return to a website that
wasn’t mobile-optimized.
Your Website and Digital Media

10. The Big Shift in Website Design
Your Website and Digital Media
It’s called responsive web design and it’s the
most important digital initiative you can
undertake. In layman’s terms, responsive
design provides different views of your website
based on the size and shape of the device on
which it is displayed: smartphone, tablet,
laptop or desktop.

11. The Big Shift in Website Design
Your Website and Digital Media

12. Why is Responsive
Design Important?
It’s about user experience, not
just functionality. You want to
keep traffic on your site and
since most of it is mobile, ease
of use is key...
Your Website and Digital Media

13. Types of Digital Media
we will be Discussing
Your Website and Digital Media
Paid Search
Retargeting & Digital Banner Advertising
Email Marketing

14. Your Website and Digital Media
Your Website & Paid Search
• Paid Search: over 50% mobile
• Drives active traffic to website
• Drive traffic to bridal galleries
• Think of spend & potential waste...
remember the 44%
•Track Mobile Clicks to Call

15. Your Website and Digital Media
Your Website & Paid Search
•Schedule mobile ads & bids for action
(Mobile Marketer)

16. Your Website and Digital Advertising
Your Website and Digital Media
46% of smartphone owners have viewed a mobile ad
and 64% of those have made a purchase as a result.
Pandora Radio: 80% + Mobile Users
Retargeting brings them back...

17. Who Knew?
Digital marketing can surprise you.
Your Website and Digital Media

18. Your Website and Email Marketing
Your Website and Digital Media
Email: over 50% mobile. We are
seeing up to 80%
Link content to website to help
gauge interest
72% of people read their emails in
bed (MailChimp)
Smartphone owners are more likely
to use their device for email than for
making phone calls.

19. Your Website and Email Marketing
Your Website and Digital Media

20. The First Step... Your Website
Your Website and Digital Media
As you can see, there are many ways to drive traffic to
your website using digital media. However, as with all
marketing, execution is more important than ever.
The consumer is online but, if you want to use digital
marketing, you must re-think your online presence.

21. Thank You for Attending!
FREE One-on-one Consultations:
Visit us at booth: S11876