An overview of different marketing platforms with information on usage, statistics and more for Hungarian accounting firms.

1. Accounting Marketing
Platforms:
An overview of different marketing platforms with information on usage,
statistics and more

2. Table of Contents:
Page Titles: Page Numbers:
Digital Marketing 6
Display Advertising 18
Email Marketing 28
Mobile Marketing 41
Search Engine Advertising 55
Social Media Marketing 65
Social Media Strategic Positioning 87
Facebook Strategic Positioning 88
LinkedIn Strategic Positioning 93
Advertising on Social Media 100
Facebook Advertising 101
LinkedIn Advertising 113
Page Titles: Page Numbers:
AdRoll & Facebook Video 123
Editorial Calendar & Analytics 143
Video Advertising 149
YouTube Video Advertising 166
Webinars 183
Traditional Marketing 218
Direct Mail 219
Print Media 229
Print Media Marketing 235
Newspaper & Brochure Marketing 236
Tips 247
Work Cited 256

3. Video Advertising:
An overview of video marketing.

4. Video Advertising:
Ad Spending-
HUF 285
HUF 503
HUF 1,225
HUF 2,097
0%
76%
144%
71%
0%
20%
40%
60%
80%
100%
120%
140%
160%
HUF 0
HUF 500
HUF 1,000
HUF 1,500
HUF 2,000
HUF 2,500
2012 2013 2014 2015
Video: Millions of HUF
Money Spent YOY %
Compiled by authors from Sources: iab.hu, Starcom

5. Video Advertising:
Statistics-
Increases viewer’s understanding of products or services by 74%
26% of viewers look for more information after viewing a video ad
80% of Internet users remember the video ads they watch online
80% of users go online to watch a video, but 45% of users will stop after 1 min
75% of users visit the marketer’s website after viewing a video
Videos 15 secs or shorter are shared 37% more often than those that are 30 secs to a min
Compiled by authors from Sources: business2community.com

6. Video Advertising:
Facts-
 Video marketing is climbing in popularity:
 Companies are realizing how useful it can be to communicate with customers in
new, more personal ways
The Different Formats Of Video Advertising:
Linear
Video Ads
Interactive
Video Ads
Overlay
Video Ads
Companion
Video Ads
Compiled by authors from Sources: exactdrive.com

7. Video Advertising:
Why to Use-
Time factor
• Internet access
is everywhere
and it is easy to
download onto
mobile devices
• More time is
spent on
watching video
online than on
watching TV on
a daily basis
Targeted
audience
• Can target
specific
audiences
anytime of day
or night
• Consumers also
search for
videos online
Interactive
conversions
• Higher
conversion
rates after
watching videos
• Can use a call
to action
button that can
lead to higher
conversions
Search
marketing
• All the major
search engines
like Google,
index videos as
part of their
search
• Results will
show any video
related to the
search
Compiled by authors from Sources: businessbanter.com

8. Video Advertising:
Tips-
•Plan your messaging, production and delivery before you create
your videoPlan It Out:
•People are almost twice as likely to watch all the way through a
15-second spot versus a 30-second oneKeep In Short:
•Trust and engagement are two of the most important factors in
successful video marketing strategiesBuild Relationships:
•A video campaign should have specific objectives such as driving
new traffic to the website, increasing social engagement on
Facebook or to receive responses from a targeted e-mail blast
Define & Measure
Specific Objectives:
Compiled by authors from Sources: businessnewsdaily.com

9. Video Advertising:
Pros and Cons-
Pros:
Cost
Real-time
Results
Multiple
Formats &
Versatility
Portability
Global
Reach
Sharing
Potential
Cons:
Compiled by authors from Sources: businessbanter.com and adspeed.com
Ad
Skipping
Timing
Improper
Placement
The Wrong
Kind of
Data

10. YouTube Video Advertising:
How to successfully use YouTube to advertise.

11. YouTube:
What is it?
 Originally, the site was viewed as a free video sharing website that made it easy to
watch online videos
 Today, the sharing and uploading of videos is still done, but YouTube is now so
large it is considered a search engine
 Anyone can create and upload their own videos to share with others
 The site was launched back in 2005, and is now one of the most popular sites in
the world

12. YouTube:
Facts-
 More than 1 billion people visit YouTube and watch over 6 billion hours every
month
 All of the top 100 global brands have run YouTube ads over the past year
 You can show ads based on the viewer, where they’re located, and what
they’re interested in
 100 hours of video are uploaded every 60 seconds to YouTube

13. YouTube:
Pros-
Compiled by authors from Sources: wearegrow.com
• If targeted properly, reaching your audience can be relatively easy, either by
creating videos or through running ads
YouTube has a lot of
Traffic
• Google now considers video as important as text-only pages
YouTube increases SEO
for Google searches
• Can help to re-purpose already published content with minimal investment
Video Content never
Dies
• Users are searcher for answers- Build authority by offering expertise with advice
and tipsDemonstrating Expertise
• YouTube gives companies the opportunity to reach audiences worldwide through
video who would never come across the business any other way, even if only one
language is spoken
Growing an
International Audience
• If traffic is driven to a landing page with a video of a person in the company
speaking about the product or service, it can dramatically increase conversionsIncrease Conversions
• Use video as a strategy to introduce customers to products and services
Showcase
Products/Services

14. YouTube:
Cons-
Inconsistent
Streaming
• Viewers may experience
slow playback during
high traffic times
Poor for B2B
Marketing
• Many companies block
their employees from
browsing YouTube while
at work- YouTube is the
3rd most blocked
website
Unwanted
competition
• A comparator's ads may
run during your video- it
can be a related videos
link, as a promoted
video ad, an overlay
ads, or as a banner ad
Limited
Customization
• YouTube has restrictions
on videos posted on its
platform that may
affect the production of
videos as a promotional
tool for business
Compiled by authors from Source: reelseo.com and James Dean Fairley on linkedin.com

15. YouTube:
Types of Ads-
Display
ads
Overlay
ads
Skippable
video ads
Non-
skippable
video ads
Sponsored
cards
Compiled by authors from Source: support.google.com

16. YouTube:
Ad Payment-
In-Stream Ads:
 Pay when a viewer watches 30
seconds of the video or engages in
other video interactions
 Including click through on CTA
overlays, cards, and companion
banners.
In-Display Ads:
 Charged when a viewer clicks the
ad and begins watching the video

17. YouTube:
Tips-
•The length of the video plays an important part
•Leave the 30 second videos for In-Stream ads
•Use longer videos for In-Search and In-Display ads
•Test different lengths and keep an eye on stats to track the drop off times
Pick the Right
Video
•Use the channel page to provide more information about the brand, share links to key
landing pages or social media sites, and post related
•Make sure it is compelling and interesting for the audience- Always think about what’s in
it for the viewers
•The single most valuable piece of real estate on the channel page is the Clickable Channel
Banner- Upload a banner that has a clear call to action
Optimize the
Channel Page
•Use broader keywords and shorter keyword phrases
•The average CPVs tend to be cheaper than average CPCs so top keywords may not be
prohibitively expensive
•Use multiple tools to get additional suggestions for keywords rather than relying on a
single tool or copying keywords from existing search campaigns
Select the
Right
Keywords
Compiled by authors from Sources: searchenginewatch.com

18. YouTube:
Tips-
• Send ads to users who have previously visited the
YouTube page
• Create remarketing lists based on various ways people
interact with the videos
Use Video
Remarketing
• Use and annotation to showcase a call to action with a
link at key points
• Extent the video and add a annotation to keep people
engaged to learn more about the brand
Leverage
Annotations
Compiled by authors from Sources: searchenginewatch.com and swellpath.com

19. Webinars:
How to successfully use webinars to generate new leads and accounts.

20. Webinars:
What are they?
Related Terms
Web
conference
Online
meeting
Web-based
meeting
Net meeting
Virtual
meeting
Webcast
Compiled by authors from Sources: Jeffrey Keefer at slideshare.net

21. Webinars:
Facts-
 Webinars are the 2nd most effective tactic of lead generation
 The most popular days for holding webinars are Tuesday, Wednesday and
Thursday
 The average duration of a webinar is 45-60 minutes

22. Webinars:
Statistics-
Visual Slides, 15%
Interesting and
Relavant Content, 38%
Passionate and
Energetic Speaker, 32%
Interaction Between the
Speaker and Attendee, 15%
What Engages Attendees during a Webinar?
Compiled by authors from Sources: GoToWebinar at slideshare.net

23. Webinars:
Types-
Type Description Pro Con
One Speaker
A single presenter speaks,
demonstrates, and then
answers questions from the
audience
Less people to coordinate and train
A lone presenter is more likely to make
some in the audience reluctant to
participate and ask questions
Interview Style
Interviewer asks a set of
predetermined questions
It’s more engaging to hear multiple voices
The asking questions of the expert(s) often
encourages the audience to do the same
More people to train and coordinate
Scheduling during and the day of the
webinar may be more difficult
Moderated Panel
Discussion
Multiple people on the line at
the same time, with a
moderator facilitating the
discussion
Offers a variety of voices and perspectives
More people to train and coordinate
Scheduling during and the day of the
webinar may be more difficult
Can be challenging to keep panelists from
talking over each other
Interactive
Audience members participate
fully via instructor-led
exercises and facilitated
conversations
Participants can receive a deeper
understanding of the topic
Can only accommodate a small group
Requires a very skilled, experienced
teacher/facilitator
Compiled by authors from Sources: techsoup.org

24. Webinars:
Typical Format Used-
Typical Format of
Educational and
Informational
Webinars
Introduction
Main
Content
Audience
Interaction
Compiled by authors from Sources: ala.org

25. Webinars:
Pros and Cons-
Pros:
 They allow anyone to take part
regardless of the location and the
time of day
 They allow brands to teach, interact
and inspire consumers in an
environment they are comfortable
 Those who have registered for the
seminar already have some
commitment to the brand or the
company
Cons:
 May not work on Macs or mobile
devices
 Internet speed must be adequate to
allow viewership of the presentation
without distortion or lag time
 A webinar host site may not work
with all kinds of Internet browsers

26. Webinars:
How to Develop One-
• Define the objectives, target audience, and desired outcomes,
• Set up a project timeline and compile an interdisciplinary team
• Hold a kick-off meeting
Step 1: Project Kickoff
and Scheduling
• Write a compelling invitation and create a Registration Landing Page
• Source the right audience
• Execute your invitation strategy – start audience recruitment
• Track registration metrics daily
Step 2: Webinar
Promotion and Tracking
• Begin creating relevant content
• Gather team for a content and brainstorm
• Gather speakers and moderator for rehearsals
Step 3: Sound Checks
and Rehearsals
• Go through a final check 30 minutes prior
• Go live!Step 4: Go Live
• File a copy of the recorded webinar
• Send a follow-up thank you to all participant and include valuable information
• Do final analytics on the registration, attendance, and get performance reports
Step 5: Post Webinar
Follow-up
Compiled by authors from Sources: img.gotomeeting.com

27. Webinars:
Tips-
 Tuesday and Wednesday are the days most prefer to attended a webinar
 For detailed topics, consider making a series of webinars
 Keep delivery under 45 minutes to retain audience and allow for Q&A
 Have someone join the live event as a panelist who can be 100% dedicated to
monitoring chat during the event

28. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

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