An overview of digital marketing including digital advertising, SEO, PPC, social media, mobile and content marketing.

1. AN OVERVIEW OF
DIGITAL MARKETING
From clicking and liking, or swiping and sharing,
to buying.

2. THE WEB
COMPRISED 42% OF
THE GROWTH IN
2016 U.S. RETAIL.
E-COMMERCE
REPRESENTED 11.7%
OF 2016 SALES.
— U.S. Department of
Commerce

3. AN OVERVIEW OF DIGITAL MARKETING
➤ What is Digital Marketing?
➤ Why Digital Marketing?
➤ How to do Digital Marketing
➤ Digital Advertising
➤ Search Engine Marketing
➤ Social Media Marketing
➤ Mobile Marketing
➤ Content Marketing
➤ Measure Your Digital Marketing

4. WHAT IS DIGITAL
MARKETING?

5. DIGITAL MARKETING DEFINED
➤ People are spending more and
more time online.
➤ The average American spends
10 hours and 39 minutes
staring at a screen (CNN).
➤ The way people shop and buy has
been transformed by this shift.
Thus, marketers are following the
customers online through digital
marketing.
➤ Digital marketing is a broad term
referring to all online marketing,
leveraging many digital channels
to connect with prospects and
current customers.

6. YOUR DIGITAL MARKETING ASSETS
➤ A business has a huge spectrum of assets in digital marketing. These include, per Hubspot:
➤ Website
➤ Blog posts
➤ ebooks
➤ Whitepapers
➤ Infographics
➤ Interactive tools
➤ Social media accounts
➤ Earned online coverage (via social media, PR, reviews)
➤ Online brochures and lookbooks
➤ Pitch decks
➤ Branding assets (logos, fonts)
➤ This overview offers an overview of the main tactics in digital marketing. But first, let’s
talk about the value of digital marketing.

7. WHY DIGITAL
MARKETING?

8. THE DIGITAL LANDSCAPE
Every minute:
• An estimated 650,000 search
queries are made on Google
• More than 700 videos are
hosted on YouTube
• Over 700,000 status updates
and 500,000 comments are
posted on Facebook
• Over 65,000 tweets are made
worldwide
• Approximately 180 million e-
mails are sent.
— Technavio

9. FORECASTING DIGITAL MARKETING SPENDING
Forrester forecasts an
increase from 57.29
billion US dollars in
2014 to 103.37 billion
US. dollars in 2019.
Why this growth?
• A recovering
economy boosting
tech confidence
• Media proliferation
giving advertisers
more options
• Performance proofs
driving marketers to
better trust digital.

10. HOW TO DO DIGITAL
MARKETING: DIGITAL
ADVERTISING

11. THE DIGITAL AD LANDSCAPE
➤ 64.6% of people click on Google ads
when they are looking to buy an item
online.
➤ The average conversion rate in
AdWords across all industries is 2.7%
on the search network and 0.89% on
the display network.
➤ The average clickthrough rate in
AdWords across all industries is
1.91% for search and 0.35% for
display.
➤ YouTube’s net U.S. video ad revenues
account for 18.9% of the U.S. digital
video ad market.
➤ 15% of viewers believe a video ad
should be no more than 15 seconds in
length.
— Hubspot

12. THE ESSENTIALS OF DIGITAL ADVERTISING
➤ There are two main types of digital ad: display and Pay-Per-Click
(PPC).
➤ Display: These paid ads are shown on specific websites based on
keywords you’ve selected — they can be text, image, or video ads.
➤ PPC: Links shown on search engine result pages with your ranking
on the page based on factors such as your bidding price, keyword
relevance, landing page relevance and more.
➤ Display and Pay Per Click (PPC) ads are scalable and can be more
immediate and timely. This makes them a good way to try out ideas.
➤ Tip: Don’t take a set and sit approach after buying your ad. Pay
attention to the keyword and analytic data that lets you gauge each
ad’s success. Optimize your ads on an ongoing basis based on what
you learn.

13. UNDERSTANDING DIGITAL AD REVENUES
Some 87% of people say there
are more ads than two years
ago.
Best practices for digital
advertising:
➤ Get the viewer’s focused
attention by being relevant
and personal.
➤ Offer the ad viewers
value — entertainment or
information.
➤ Be simple, and retain
consistency across channels
in terms of message, theme
or style.

14. SOCIAL NETWORK
AD SPENDING IS
PREDICTED TO
REACH NEARLY $36
BILLION IN 2017;
16% OF GLOBAL
DIGITAL AD SPEND.
— eMarketer

15. HOW TO DO DIGITAL
MARKETING: SEARCH
ENGINE ADVERTISING

16. THE SEARCH ENGINE LANDSCAPE
The impact of search engines:
➤ The first position on Google
search results on desktop has
a 34.36% clickthrough rate.
➤ 44% of people go directly to
Amazon to start their product
searches, compared to 34%
who use search engines.
➤ 51% of smartphone users
have discovered a new
company or product when
conducting a search on their
smartphone.
— Hubspot

17. THE ESSENTIALS OF SEARCH ENGINE ADVERTISING
➤ An often-cited statistic from Forrester research tells us 93% of all online experiences
begin with a search engine.
➤ In serving up the response to the user query, search engines are typically looking at
several main things:
➤ Relevance. How well your web page relates to the user’s search query and its
context such as their location, their search history and time of search.
➤ Quality. Whether or not the page provides useful content.
➤ User experience. Considers the navigability of the site, relevance of links, and
user satisfaction with the site as well as device compatibility and site speed.
➤ Site authority. With good internal linking users will be drawn further into the
site, which supports relevancy and reduces bounce rates.
➤ Tip: Competition is fierce for top billing on a search engine results page. Do careful
keyword research, optimize your site to provide what the search engine is looking for,
incorporate quality links, and leverage title tags and meta descriptions to help your
business gain more visibility.

18. 66% OF B2B
MARKETERS USE
SEARCH ENGINE
MARKETING TO
PROMOTE AND
DISTRIBUTE
CONTENT.
— 2016 B2B Content
Marketing Trends

19. HOW TO DO DIGITAL
MARKETING: SOCIAL
MEDIA MARKETING

20. GLOBAL SOCIAL MEDIA
➤ 97% of online adults globally say
they have visited or used a social
network within the last month.
➤ 1 in 3 minutes spent online is
devoted to social networking and
messaging.
➤ Daily average time spent social
networking is 1 hour and 51
minutes.
➤ Facebook remains by far the top
service globally for membership
(82%), but YouTube maintains a
lead for visitors/users (85%).
–Global Web Index

21. THE ESSENTIALS OF SOCIAL MEDIA MARKETING
➤ The primary goal of this outlet is to nurture relationships with
current and prospective customers and foster brand loyalty.
➤ With social media you can build brand awareness and visibility
while distributing your business’s thought leadership, news,
ideas, and offers.
➤ Social media can also improve your search engine rankings by
increasing third-party links and mentions.
➤ Tip: Social media lets you be where your audience is, but
focus on making a human connection to shorten the buy
cycle and encourage brand evangelism rather than trying
to sell, sell, sell.

22. “THE MOST
EFFECTIVE SOCIAL
PLATFORM TO USE
DEPENDS ON EACH
COMPANY’S UNIQUE
PRIORITIES AND
GOALS.”
— B2B Social Media 2017

23. HOW TO DO DIGITAL
MARKETING: MOBILE
MARKETING

24. MOBILE MARKETING MATTERS
Mobile use is on the rise:
➤There were more than 7 billion
mobile subscriptions in 2015,
with 3.2 billion people globally
using the Internet.
➤eMarketer estimated that nearly 2.6
billion people — over 1/3 of
consumers worldwide — will use
Smartphones by 2018.
➤70% of mobile searches lead to
action within an hour.
➤75% of users prefer mobile-friendly
sites.
➤67% of mobile users are more likely
to buy from a mobile-friendly site.
– “Responsive Web Design”

25. ESSENTIALS OF MOBILE MARKETING
➤ Buyers today can’t be without their mobile devices, so your marketing needs
to be there too.
➤ In fact, according to SmartInsights, “57% of users are ‘multiscreening,’
accessing websites on both their desktop and mobile
devices” (“Responsive”).
➤ Make website and marketing more mobile responsive by making sure:
➤ Visitors can quickly find information, regardless of screen size.
➤ Load speeds aren’t compromised by large image or video files or
overambitious design
➤ Prospects are able to easily locate and perform the Call-to-Action
➤ Tip: Google prefers responsive design, so you will have greater SEO success
if your site is mobile-friendly and adapts, fits, and retracts to accommodate a
variety of devices.

26. HOW TO DO DIGITAL
MARKETING: CONTENT
MARKETING

27. THE CONTENT LANDSCAPE
➤ 70% of B2B marketers plan to
create more content in 2017
compared to 2016.
➤ The average B2B marketer uses
8 content marketing tactics.
➤ B2B marketers distribute
content via an average of six
channels with the top four
being: email (93%), LinkedIn
(89%), Twitter (77%),
Facebook (76%).
– Content Marketing Institute

28. ESSENTIALS OF CONTENT MARKETING
➤ Content marketing focuses on “creating and distributing
valuable, relevant, and consistent content to attract and retain
a clearly-defined audience.”
➤ B2B marketers use content at all stages of the buyer’s journey.
The strategy is to inform, educate, and delight rather than to
always be selling.
➤ Types of content include: blog, whitepaper, presentation,
webinar, ebook, infographic, template, spreadsheet and more.
➤ Tip: Focusing on the audience’s needs instead of simply
pitching your product can increase sales, reduce your
marketing costs, and enhance customer fit and loyalty (CMI).

29. UNDERSTANDING CONTENT MARKETING SUCCESS
Content is everywhere —
your digital ads, on social,
driving search engine
marketing, in PR, and
supporting inbound
marketing.
Best practices for content
marketing:
➤ Have a strategy in place.
➤ Focus on quantity over
quality.
➤ Know your audience.
➤ Target your channel
distribution.
➤ Track relevant metrics.

30. HOW TO DO DIGITAL
MARKETING: MEASURE
YOUR DIGITAL MARKETING

31. 88% OF TOP
PERFORMING
MARKETERS
MEASURE THEIR
CONTENT
MARKETING ROI.
— 2017 B2B Content
Marketing Trends

32. KEY METRICS FOR MEASURING DIGITAL MARKETING SUCCESS
➤ One key reason for the embrace of digital marketing is the
access to analytical data to gauge success.
➤ Determine your core metrics based on your marketing goals.
➤ Number of social shares could be a performance indicator
for content seeking to increase awareness, but this same
metric would say little about your conversion success.
➤ Or, if you want to increase sales, look at SEO landing page
conversion rates or the number of sales qualified leads
coming from display advertising.
➤ Tip: Don’t get caught up in numbers of hits, downloads, page
views, or followers. These don’t speak to conversion!

33. “It’s much easier to double your
business by doubling your conversion
rate than by doubling your traffic.”
-Jeff Eisenberg

34. Successful digital marketing requires knowing your audience —
their pain points, questions and concerns — and knowing how
and where to reach that audience.
Successful digital marketing starts a conversation, informs,
educates, and delights in an authentic, honest way that builds a
relationship with prospective customers turning them into
buyers who can become loyal advocates of your brand.
Successful digital marketing is within reach.
For more information contact Charles Lubbat at
www.lubbatconsulting.com.

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SOURCES