Presented at 2014 BizTimes #BizExpo - Milwaukee

1. Tom Snyder
Trivera
@triveraguy
#bizexpo
5 Digital Marketing Mistakes
You’re Probably Making
May 21, 2014

3. Digital MarketingDigital Marketing
WebsiteWebsite
Organic SEOOrganic SEO
SEM/PPCSEM/PPC
Paid PlacementPaid Placement
Email MarketingEmail Marketing
Social MediaSocial Media
Mobile Web/AppsMobile Web/Apps
Traditional>DigitalTraditional>Digital

15. Brand
Characteristics
• Value Proposition
• Brand Personality
• Archetype
• Mission
• Consistency

16. Tactics without strategyTactics without strategy
is theis the
noise before defeat…noise before defeat…
-Sun Tzu-Sun Tzu

17. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, NotThinking Tactically, Not
StrategicallyStrategically

21. Brand
Strategy
• Setting your Goals
• Identifying your Target
• Defining Your Roles
• Committing to
Consistency
• Measuring and
Improving

22. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically
5 Digital Marketing Successes:5 Digital Marketing Successes:

23. ““50% of my marketing50% of my marketing
money is well spent…money is well spent…
50% of my marketing50% of my marketing
money is wasted…money is wasted…
I just need to figure outI just need to figure out
which is which!”which is which!”

24. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, NotThinking Tactically, Not
StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results

25. Measurement
• Identify Measurement Points
• Measure against Your Goals
• Develop Improvement Plans
• Demand Accountability

27. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically
2.2. Measuring and Improving YourMeasuring and Improving Your
ResultsResults
5 Digital Marketing Successes:5 Digital Marketing Successes:

29. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, NotThinking Tactically, Not
StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results
3.3. Lack of Continuity andLack of Continuity and
ConsistencyConsistency

31. Consistency
• Develop Editorial Calendars
• Divide and Conquer
• Stop Efforts ONLY for Lack of
Results
• Have Patience
• Demand Accountability

32. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically
2.2. Measuring and Improving YourMeasuring and Improving Your
ResultsResults
3.3. Committing to Continuity andCommitting to Continuity and
ConsistencyConsistency
5 Digital Marketing Successes:5 Digital Marketing Successes:

34. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, NotThinking Tactically, Not
StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results
3.3. Lack of Continuity andLack of Continuity and
ConsistencyConsistency
4.4. Ignoring Changing CustomerIgnoring Changing Customer
PreferencesPreferences

37. Know Your
Customer
• Ignore Your Biases
• Rely on Research
• Overcome Your Fears
• Focus on Your Brand
Experience

38. “Skate to where the
puck is GOING,
not to
WHERE IT IS.
It ain’t where the
puck IS,
it’s where the puck
WILL BE.”

39. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically
2.2. Measuring and Improving YourMeasuring and Improving Your
ResultsResults
3.3. Committing to Continuity andCommitting to Continuity and
ConsistencyConsistency
4.4. Paying Attention To CustomerPaying Attention To Customer
PreferencesPreferences
5 Digital Marketing Successes:5 Digital Marketing Successes:

41. 5 Digital Marketing Mistakes:5 Digital Marketing Mistakes:
1.1. Thinking Tactically, NotThinking Tactically, Not
StrategicallyStrategically
2.2. Not Measuring Your ResultsNot Measuring Your Results
3.3. Lack of Continuity andLack of Continuity and
ConsistencyConsistency
4.4. Ignoring Changing CustomerIgnoring Changing Customer
PreferencesPreferences
5.5. Not Knowing What You Don'tNot Knowing What You Don't
KnowKnow

48. Newspaper Ads
Direct Mail
TV Spots
Radio Ads
Trade Shows
Mobile Web
Infomercials
Web
Email
Networking
Outdoor
Sponsorships
Telemarketing
Referrals
Social Media
PR
Pay Per Click
Blogs
Panda
Banner Ads
Videos
PURLs
Click Thru Rate
Measurement
Penguin
ROI
Edge Rank
Conversion

49. Filling
The Gaps
• Constant Education May Still
Not Be Enough
• Respect YOUR Value
• Don’t become a Victim of Free
• Don’t Fear Asking…
and Paying…for Help

51. 1.1. Thinking Strategically Not TacticallyThinking Strategically Not Tactically
2.2. Measuring and Improving YourMeasuring and Improving Your
ResultsResults
3.3. Committing to Continuity andCommitting to Continuity and
ConsistencyConsistency
4.4. Paying Attention To CustomerPaying Attention To Customer
PreferencesPreferences
5.5. Finding a Partner Who Has YourFinding a Partner Who Has Your
BackBack
5 Digital Marketing Successes:5 Digital Marketing Successes:

52. June 11June 11thth
- Potawatomi Hotel & Casino- Potawatomi Hotel & Casino
SocialMediaMilwaukee.comSocialMediaMilwaukee.com
@GoSMUM@GoSMUM
trivera.comtrivera.com