1. D i g i t a l M a r k e t i n g S t r a t e g y
W h a t D o Y o u
R e a l l y K n o w ?
b y D a v i d Z u c k e r m a n
2. WHO AM I?
Always know who you’re dealing with. Always validate the sources of your information. Nullius in verba.
HELLO! I’M A MARKETING STRATEGIST, SPECIALIZING IN DIGITAL
BRANDING, CONTENT, ART DIRECTION AND INTEGRATION TACTICS
What does that actually mean?
I have worked with some of the best and most innovative brands to connect
people and projects into tools, businesses, entertainment and more.
I am interdisciplinary with a background in technology, sales, apparel,
entertainment and publishing.
I am actively learning and searching every day to learn the daily pulse.
I can make a business look fabulous.
My past hires and clients include major film and television companies, top 100 web
publishers, luxury fashion labels, leading tech companies and New York City’s largest
health care company. I even have a television agent at Abrams Artist Agency. All of these
diverse clients, interests and skills means I have a strong flexibility and understanding of
the pathways from inception to execution, strategically managing business, technical and
creative professionals in the pursuit of superior content for my audience.
DAVID, SEEN HERE
3. YOU MIGHT KNOW HOW TO RUN A BUSINESS, BUT THIS IS A WAY OF THINKING
T H E O U T L O O K
DIGITAL TOOLS PROCESSCONSTANT BRANDING
Marketing is a marathon
• Plan launches in succession
• Watch your PR library with care
• Awareness is a constant battle
• Create step by step plans
• Never stop learning
YOU’RE ONLY LIMITED BY
A number of resources exist:
AND STILL THERE’S MORE
The unlimited potential of the online
world means you too can build the
tools that mean the most for you.
BRANDING AT ALL TIMES
Digital marketing requires vigilant
• Hire the best creative
• Hire the best strategists
• Your consumer expects consistency
4. CREATE A PLAN TO BOOST YOUR LEADS AND SALES FROM ONLINE
With so many potential buyers actively using search engines, websites,
apps and social media to decide on the best product or service, you
have to be visible and provide the best experience to help them choose
your brand. BE WHERE THE EYES ARE
Digitally optimized businesses attract better talent for the future.
Your competitors are - you’ve got to stay ahead or you may fall away.
Ensure your business stability.
IS MY BUSINESS RIGHT FOR THIS?
Not every business initially appears that it could benefit from a better
digital approach, but when it comes to building tools around efficiency,
advertising, customer service, measurement, awareness, recruiting and
insights - digital strategies can greatly increase profitability with minimal
DIGITAL STRATEGY IS TOO OFTEN THOUGHT OF AS NICHE AS IT’S
KNOWLEDGE IS SPECIALIZED, YET DIGITAL OPTIMIZATION CAN VASTLY
IMPROVE ANY BUSINESS, LOWERING COSTS AND INCREASING
A I M I N G F O R E X C E L L E N C E !
5. It’s reported that 46% of organizations have no defined strategy, even when already
actively engaging in digital marketing. You’re not like those people
Assess your capability first. Who in the office will handle this? Are they trained? What
reasonably can they execute? Are you willing to give that power to a perhaps younger
and savvier but more junior associate? Execution can vary in complexity, but the current
trends and stereotypes show younger workers are more greatly interested and
understanding of digital markets.
Think ahead. Time-pressures mean that many of us are in execution-mode and don’t
make the time to plan ahead. Building a calendar for your next quarter or year is a good
place to start. Consider how digital might become part of your major milestones. The
best use of digital is married to your overall strategies.
The Excellence Checklist (on the following slide) will help you review how effectively
your digital marketing is managed across seven key areas:
• A. Your Strategic approach
• B. Evaluation and performance improvement process
• C. Management buy-in to investment in digital marketing
• D. Resourcing and structure for digital including integration
• E. Data and infrastructure or platforms
• F. Integrated customer communications across Paid-Owned-Earned media
• G. Integrated customer experiences across desktop and mobile devices
Review your current capability and identify areas you must improve
YOU NEED A STRATEGY OR YOU’RE JUST A PLAIN OL’ FOOL
HOW CLEARLY DEFINED AND MAPPED OUT IS YOUR STRATEGY?
N O P L A N I S N O G O O D
7. YO U'RE
CO M PE TI TO R S
W IL L GA IN
M AR K E T S H AR E
DI GITAL D OE S N 'T
H AVE EN O U G H
RE S O URC E S
WA STING MONE Y A N D
TIME THRO U G H
D UPLIC ATION
YO UR ONLINE
MARKE T SHARE
YO U'RE NOT
WA STED OPP ORTUNI TI E S
T O O C O O L F O R A S T R A T E G Y ?
Here are some things that go wrong
for many different businesses
YO U D ON'T HAVE A
P OWERFUL ONLINE
VALUE PROP OSITION
D ON 'T K NOW YO U R
ON L IN E CU STO ME R S
W EL L E NO U GH
NOT AGILE ENO U GH
TO C ATCHUP OR STAY
YO U'RE NOT
OP TIM IS IN G
8. T H E M U LT I D E V I C E PA T H T O P U R C H A S E
IT’S A SYMPHONY OF SEDUCTION, BUT SOCIAL MEDIA IS A HUGE MESS YOU CAN USE TO YOUR ADVANTAGE AND EVEN LEARN SOMETHING
S O C I A L M E D I A I S C O N F U S I N G T H E PA T H T O P U R C H A S E
INSTAGRAM (THIS IS YOUR NEW MESSIAH.
MAKE ALL THE FRIENDS. REFINE THE AESTHETIC.
CONNECT YOUR E-COMM HERE)
YOUTUBE (REPOST CONTENT HERE.
BUT VERY PERSONAL)
TWITTER (JUST FOR
YOUR COMMS TEAM)
FACEBOOK (DON’T BOTHER)
Apps and in-app linking to ecommerce
means that you can advertise
for free to captive audiences.
The fewer clicks, the more views. Finally
you have your own TV channel and
F a c t : P e o p l e t r u s t s o c i a l m e d i a
m o r e t h a n b r a n d w e b s i t e s o r a d s
10. GO O GLE ANALY TICS
DON’T BE TOO
Step 1 - Install Google Analy tics. Step 2 - Obser ve
YOU CAN DO THIS
It’s in Google’s best interest to make this easy. If you can buy and sell stocks on
Etrade, you can use Analytics.
G.A. essentially function like a doctor's checkup for a website and will teach you
about how your site is performing. Knowing where your site stands is the first step
in creating a goal, finding ‘white spaces’ or learn what you’re doing right. This is
about DATA, impossible to argue against Key Performance Indicators
Very quickly you’ll see that you have predominate sources of visitors. All of the
criteria can be improved. Set a baseline for your website, and work to improve it in
relevant areas—i.e., something other than a blog or news section.
Most websites will see bounce rates fall somewhere between 26% and 70%.
Anything under 40% is excellent, and indicative of a well built, professionally
designed website that is meeting its users’ needs.
MOBILE BOUNCE RATES
Take devices into consideration. Mobile users are more likely
to bounce across the board, so it should reasonably follow
that any website with a large, growing percentage of
mobile traffic will see a higher bounce rate.
11. LIKE HOW, WHEN, WHERE AND WHY PEOPLE ARE HEADED
TO YOUR WEBSITE? KNOWLEDGE IS POWER.
D O Y O U E V E R W O N D E R ?
REVERSE WALK THE GOOGLE ANALYTICS DATA
Put yourself in the shoes of your visitors. It’s like being a detective, or a stalker. So
mysterious, but probably obvious. Answers to the questions below should point in
the direction to self-improvement.
What search term brought a visitor to me?
Which sites linked traffic to me?
What was the visitor really looking for? Did they find it?
Are there other things the visitor was searching for?
COMMUNICATION FLOWS IN A CIRCLE
Your viewers can provide unending information about their experience with you and
your business. Engage them and you might find that more and more visitors come.
“If you build it they will come.”
Engaged consumers spend more, are more loyal and spend more often!
12. MARKET TRENDS FOLLOW HUMAN TRENDS. HUMAN TRENDS
LEAVE MONEY IN THEIR WAKE.
W H A T D O B O Y S A N D G I R L S L I K E ?
KNOWING THE MARKETPLACE IS EVERYTHING
You are in this business for a reason. Knowing the concerns of your consumers or potential
consumers will give you an idea of how to best engage them. Optimize.
Employe A/B testing to figure out which strategies work the best.
Heat maps can show where a cursor flows.
Any extra click through is a barrier to purchase or information. Control the dialogue,
employ smart scrolling sites.
Are there terms, debates, practices, concerns, etc which occupy your consumer? Change
your strategies to pull them in.
Investigate the thought leaders for any trend. Who wore what when?
MARKETING THAT PEOPLE WANT
I am sure you have some ideas, but remember that in the end, the consumer owns you. The
consumer is always right, even when they’re wrong. The abundance of the marketplace
means you’ll lose a consumer faster than you’ll gain one.
Everything you do should be remarkable, attention getting, sharable and with an aim.
13. YOU’VE GLOBALIZED, BUT HAVE YOU LOCALIZED?
CAN YOU RETARGET YOUR ONLINE VISITORS?
HOW STRONG IS YOUR CUSTOMER SERVICE?
E C O M M E R C E 2 . 0
ECOMMERCE IS A BIG DEAL
While in person spending might account for >90% of consumer spending, your work on ecom
is well invested.
Shopify is nice, but Magento Pro allows absolutely and total integration of inventory and
Be mobile friendly. Don’t argue.
People in China can read your website, even buy, but is the site even translated??
Customer service online must be prompt. Anticipate questions, save yourself leg work.
Amazon will eat your lunch if you don’t list with them.
SEAMLESS SOCIAL COMMERCE
So cial to shop ping is e asier than ever. H ave you lo oke d into Fou rSi x t y or
Like2Buy? Instagram followers do me an money a nd ca n b e li nke d to you e-
commerce site. Consumption star t s w it h t h e c orne a a nd th e n MAYB E moves to
ou r wallet s. Inte gration of all site s is key to c aptu re th e buyers w ho t re ad
toward Ch e ckout. Any b arrier mu st b e rem ove d.
14. Let us tell your story. Brand partnerships should be truly collaborative experiences. Understand your challenge and work to develop a
unique, innovative solution — and a compelling narrative — that will engage our valuable audience and convert them to customers.
Be editorially relevant. The hallmarks of success are : inspiration, usefulness, authoritative information, a conversational voice, beautiful
imagery, and storytelling that reflects our singular connection with our audience. A brand message is most effective when it fits organically
within this trusted context.
Push boundaries. The over sought consumer responds to newness and creativity. A feeling of discovery and the unexpected gets attention.
Let us put brands where it has never been before, and get noticed.
Let authenticity be your guide. Millennials don’t like being on the end of a hard sell and won’t stand for forced product placement.
Respect our intelligence, prioritize transparency, and let us ensure that your voice and aesthetic deliver on what readers expect. Brands that
offer real value for consumers, and bring meaningful experiences that enhance their lives, will inspire the most positive response.
Leverage real-time insights. We know the audience better than anyone else, and we’re constantly in conversation with them. Let us use
those best-in-class editorial audience insights to develop a nimble programming strategy that evolves over time.
Champion next-level talent. Carefully calibrated to your audience’ needs, and social clout is just a single piece of that formula. Each
individual you feature is an authoritative voice in their space, able to contribute unique advice and ideas that inspire our audience to lead
more stylish and creative lives.
Trust the total user journey. Understand how readers are arriving at your content, and target your message accordingly. We connect with
our reader consumers not just through our homepage but also on our social channels, via email, in our comments, and with real-life
Continue the conversation. Engage with our audience in the comments and on our social channels — and share your part of the male
fashion ecosystem on your brand channels for a cohesive dialogue that lives on your site and your life.
THE 8 SIMPLE RULES OF BRANDED CONTENT
15. ST YLE IS IN EVERY THING
There is always more than meets the eye to a website, email
marketing material, social media post, PR piece or brand
experience. You’re yourself and all of your associations.
C O L L E C T R E L A T I O N S H I P S
Style is the unspoken language of images which
affect the viewer emotionally, personally,
intellectually, rationally and irrationally. A
business is not a brand until it can exist in the
greater subconscious. Consider how the WAY you
deliver information with a relationship affects your
HOW DOES THIS EVER WORK?
Much how two animals in the wild may work
together in a symbiotic or parasitic manner,
individual businesses often have something another
business wants. Reach out. You only get what you
ask for. Only pick the best partners.
WHY REL ATIONSHIPS
While a majority of your web traffic might come
from a search engine, referrals via other sites,
social media accounts and partner businesses
provide a pathway of discovery that might not
otherwise be open for an individual to reach your