This document provides an overview of interactive marketing and discusses several digital marketing strategies and tactics. It covers web design and development, analytics and conversion tracking, search engine marketing, display advertising, social media marketing, email marketing, and mobile marketing. Specific techniques mentioned include search engine optimization, paid search/contextual advertising, banner ads, behavioral targeting, and user generated content. Statistics provided relate to internet usage and how consumers conduct online searches. The document concludes with tips for small businesses starting in digital marketing.

1. Interactive
Marketing

2. Real-Time Information

3. The Internet Landscape

4. What is internet or digital marketing?
• Web Design and Development
• Analytics and Conversion Tracking
• Search Engine Marketing
• Display Advertising and Behavioral Targeting
• Social Media Marketing
• Email Marketing
• Mobile

5. Web Design and Development
Precedence
Spacing
Navigation
& Usability
Typography
& Alignment
Clarity & Consistency

6. Analytics & Conversion Tracking
Conversion points or KPI’s
are important to analyze
the success of a campaign:
• Online Purchase
• Submit a Form
• Call
• Download

7. Some facts:
• SEM is the fastest growing form of online marketing
• 89% of US Internet Users
• 63% of consumers first look to the internet
• 82% say search is the most commonly used tool
• 41% use geographic modifiers
• 82% of local searchers follow-up with in-store visits, phone calls or
purchase
Paid Search
Contextual Advertising
Search Engine Optimization
Display Advertising
Search Engine Marketing

8. Speed, Placement, Targeted Keywords & Negative
Keywords, PPC, Landing Pages
Paid Search
Paid Search
Organic Search

9. Search Engine Optimization
• Google Algorithm
• Google Instant
• Google Places
• Increased focus on SEO can begin to
decrease or eliminate the need for PPC

10. Display/Banner Advertising
• CPM
• Rich Media
• Mobile
• Behavioral Targeting

11. Conversation Prism 3.0
~Brian Solis
Social Media

13. User Generated Content
• Blogs
• Social Network Sites
• Wikis
• Videos & Photos
• Review Sites
• Audio Sites
• Discussion Boards & Forums

14. Email Marketing
• Fast & Easy
• Interactive
• Personalization
• Tracking
• Eliminated printing costs

15. Mobile
Mobile Websites
SMS/Texting
Smart Phones
Tablets/iPad/Kindles
Location Based Marketing
“[Google] can make more in mobile than desktop eventually. The
reason is because mobile is more targeted.” ~Eric Schmidt

16. 1. Domain Name Selection
2. Content is King
3. Keeping a Good Neighborhood
4. Organic Optimization
5. Performance Based Marketing
5 Tips For Starting A Small Business

17. Questions?