1. The Digital Marketing Revolution: A Game of Inches
Shane O’Neill - Director of Social Marketing
Fruchtman Marketing

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3. What you need know
• The “inches” are dominated by experts
• Social media is all grown up
• Anyone can launch digital efforts, but few fully
understand function and execution
Digital Marketing: A Game of Inches

4. Why is digital marketing so important?
• It’s targeted, scalable and trackable
• Consumers search products/services online
• 86% of mobile internet users are using their
devices while watching TV
Digital Marketing: A Game of Inches

5. Types of digital marketing efforts
• Facebook Advertising
• Paid Search
• Mobile Marketing
• Your Website
Digital Marketing: A Game of Inches

6. Digital Marketing: A Game of Inches
Facebook Advertising
What is Facebook Advertising
and how does it work?
• Two Types of FBA - Ads & Sponsored Stories
• Drives engagement to page and posts
• Supports branding, showcasing product & events
• Target based on location, age, status, etc.
• Only pay for click throughs, which are a fairly engaged consumer.

7. Sample Facebook Advertising
Campaign
Digital Marketing: A Game of Inches
4,088 Clicks in 35 days
Only .15 Per Click
958 New Fans

8. Paid Search
• Nearly all consumers (97 percent) now use
online media when researching products or
services in their local area BIA/Kelsey and ConStat.
• Among consumers surveyed, 90 percent use
search engines with 67% being Google
Digital Marketing: A Game of Inches

9. Paid Search Inches
Building a campaign
Building a campaign
Building a campaign
Digital Marketing: A Game of Inches
Campaign 3 Campaign 4BridalCampaign 1
Ad Group 1
Ad 2
Ad 2
Brands
Ad 2
Ad 2
Engagement
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2

10. Paid Search Inches
Digital Marketing: A Game of Inches
Phrase match
"women's jewelry"
your ad can show when someone
searches for your exact keyword, or your
exact keyword with additional words
before or after it.
buy women's jewelry
Exact match
[women's jewelry]
your ads can appear when someone
searches for your exact keyword, without
any other terms in the search.
women's hats, women's hats
Negative match
-costume
Prevents your ad from showing to people
searching for certain terms.
costume jewelry
More than just keywords
Broad match
women's jewelry
Your ad may show if a search term
contains your keyword terms in any
order, possibly along with others
buy ladies jewelry
Broad match modifier
+women's +jewelry
Your ads can only show when
someone's search contains those
modified terms, or close variations of the
modified terms
woman's jewelry

11. Paid Search Inches
• Drive traffic to content page
• Don’t bid on your name
• Mobile call extensions
• Stay away from generic
keywords like jewelry
Digital Marketing: A Game of Inches

12. Mobile Marketing
Smartphone ownership has
surpassed 50 percent and
growing.*
61 percent of smartphone
users perform local searches
on their device. (ComScore, January
2012)
Digital Marketing: A Game of Inches
*ComScore, February 2013
(Mobile Marketer 2012)

13. Types of Mobile Marketing
Pay Per Call Mobile - A form of mobile marketing where a potential
customer can directly tap or click a phone number placed in the mobile
ad
Mobile Banner Ads - Like a standard banner ad but now customized to
fit and cater to mobile websites such as Pandora.
Mobile Applications - A from of mobile marketing that involves placing
ads inside of an application design.
Text/SMS Marketing - Advertisers can send relevant marketing
messages in form of texts.
Barcodes/QR (quick-response barcodes) - allows mobile users to
easily obtain information via the use of their mobile.
Digital Marketing: A Game of Inches

14. 14
Your website and its importance
• Is now the first exposure to YOUR brand
• Content is more important than ever
• Web responsive design
Digital Marketing: A Game of Inches

15. Why is Responsive
Design Important?
Design Important?
Digital Marketing: A Game of Inches
It’s about user experience, not just
functionality. You want to keep traffic on
your site and since most of it is mobile,
ease of use is key.
Pandora Radio: 80% + Mobile Users
Email: over 50% mobile
Paid Search: over 50% mobile
Research by Kentico, found that mobile users have a low
threshold for satisfaction, with 44% saying they wouldn’t return
to a website that wasn’t mobile-optimized.

16. Budgeting for digital marketing
• Within the next few years digital media
spends will account for 25% or more of
overall marketing budget.
Digital Marketing: A Game of Inches
*ComScore, February 2013

17. Visit the Fruchtman Booth S11876
fruchtman.com