This document summarizes a presentation by Dr. Debra Zahay on digital marketing strategies. It discusses how digital marketing uses technology to facilitate customer engagement and interaction. The presentation covers how search and branding are intertwined, and provides tips on developing keyword strategies aligned with marketing objectives to optimize search engine results. It emphasizes defining a company's point of difference and unique value to customers in order to succeed in search marketing and branding.

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Search = Branding =
Strategy
Dr. Debra Zahay @zahay
Full Professor of Marketing at Aurora University
and President, Zahay, Inc.
Stukent Webinar Series

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Agenda
• Who am I?
• What is digital marketing?
• The changing face of branding/purchasing is changing.
• How the simulation reflects reality.
• A Practical Blueprint for Keyword Strategies to
implement your company strategy.

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I followed my questions to
Academia
Information
Systems
Sales/Marketing
/Databases
IMC &
More Databases
????
Ph.D.

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Over 700 Article Citations
Co-Author: Leading Intern Textbook

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Editor: Journal of Research in
Interactive Marketing

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Co-Author: Leading Internet
Marketing Textbook

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Forthcoming: Business
Experts Press, Digital
Marketing Management

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Forthcoming:
Zahay, Roberts

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Also Forthcoming …..
Spiller and Zahay, Eds.

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Teaching Portfolio
• Undergraduate Digital Marketing Minor
• Internet Marketing (Stukent SIM), Adwords
• Social Media Marketing, Hootsuite, Google analytics
• IMC
• Graduate Master of Science in Digital Marketing and
Analytics
• Digital Marketing (Stukent SIM)
• Database Marketing and Analytics (SPSS/Modeler)
• Data Mining and Visualization (SPSS/Tableau)

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Figure 1.2
Beyond?
Digital=Engagement
Interactive=Conversation
Internet=Technology
Direct=Customer
Response

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Digital marketing can be
defined as:
Using any digital technology to
facilitate the marketing
process, with the end goal to
facilitate customer interaction
and engagement

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Digital Marketing is
the Responsibility of
the Executive Suite

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Set objectives for cross-
channels
Web
Objectives
Email
Search
Social
Mobile

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How the simulation mirrors
reality
Web
Objectives
Email
Paid
Search
Organic
Search

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The Customer Lifecycle supports our
mission (Thanks Dr. Charlotte Mason)
Attract & Acquire:
Search, Website, Social
Media
Retain & Engage: Campaign management,
CRM Systems, Email, Customer Experience
Target
Market
Prospect
Responder
Responder
New
Customer
Voluntary
Leaver
Forced
Leaver?
Former
Customer
Winback
PotentialCustomers
High
Potential
High
Value
Low
Value
Retained or
repeat customer
Lead
nurturing,
Demand
generation

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Brand Image
Brand Story
Brand Awareness
Brand Recognition
Brand Equity
High Search
Rankings
Search and Branding are
Interwoven

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To succeed in search
marketing, your brand,
your products and your
company must be
known.

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You must also have a
point of difference that
can be conveyed easily.

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The Buying Process Begins
with Search
• 78% of buyers of B2B products begin process via a search
engine
• 93% of consumers begin their process with search
• Good web design aids search

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Problem /
Need
Awareness Consideration Purchase
Post
Purchase
Experience
Loyalty / Re-
purchase
Traditional Purchase Journey
Thanks to Steve Susina from LyonsCG

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The New Purchase Process
Contact
Salesperson/Go
online
Compare
Vendors
Conduct
Research

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Age of ConsumerEmpowerment
• Much of the buying process takes place before the
first interaction with the vendor
Source: Marketo, Sirius Decisions, Forrester Research, Steve Susina
Purchase Journey Today

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“Influence of Online Research Over Purchase
Decisions Expanding Beyond Big Ticket Items”
-- Radius GMR, 5/2013
Consumers want the Facts in All Areas,
including B2B

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The Sales Funnel Has Changed

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Search = Strategy
=Branding

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To THE TARGET MARKET, Our
Company Name is the
PRODUCT CATEGORY that
POINT OF DIFFRENCE

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Practical Tips
• Develop a list of what makes your company unique.
• Write down how you deliver value.
• Using Google Trends and the keywordtool.io, if available,
develop a list of keywords that might relate to your company
and/or your brand value. Focus on customer INTENT.
• Make list of your broad marketing objectives using “Attract,
Acquire, Retain, Engage.”
• Group the keywords above into categories that might relate to
specific objectives.
• Develop a list of website/mobile site goals according to these
broad objectives; In this case be specific, i.e., “Customers
should come to the site to register.”

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Example
• We have the largest selection of Android tablet computers.
• We wish to attract customers to our website.
• Let’s develop a list of keywords.

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New Example
• New Point of Difference: Our site can help compare tablets.
• Broad Objective: We wish to ATTRACT customers to our
website.
• “android table tvs. Ipad” and similar terms look good.
• Goals: Encourage them to register for our email newsletter,
download a comparative whitepaper.

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A Word about Email
• Still widely used
• The unsung engine of Internet Marketing
• How we develop relationships
• Click through rates between 2-5%

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Summary
• Digital marketing means using digital technology to
create engagement.
• Customers want to engage online.
• The simulation reflects the trends in digital marketing.
• Define your strategy, use keywords to reinforce on your
website to optimize paid and organic search.

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Questions?

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Contact information
• Dr. Debra Zahay-Blatz
• http://www.zahay.com
• dzahayblatz@aurora.edu
• @zahay
• THE BLOG: datadrivendigitalmarketing.blogspot.com
• The G+ Community Internet Marketing