10 Digital Marketing Essentials for Technologists takes a first pass at creating a shared understanding and language for technologists and marketers around goals, measurements and capabilities. Think of this as digital marketing bootcamp 101.

1. @johnbrunswick
10 DIGITAL MARKETING ESSENTIALS
FOR TECHNOLOGISTS
Learn
How
Become
a
be.er
technologist
by
learning
the
basic
aspects
of
digital
marke:ng
to
enable
be.er
communica:on
between
LOBs.

2. @johnbrunswick
10 DIGITAL MARKETING ESSENTIALS
FOR TECHNOLOGISTS
Start
Learning
Now
Become
a
be.er
technologist
by
understanding
Digital
Marke:ng
basics.

3. @johnbrunswick
SOLUTION - DEVELOP SHARED UNDERSTANDING
AROUND GOALS, MEASURES AND CAPABILIES
MIND
THE
GAP
PROBLEM -
MARKETING &
DEVELOPMENT GAP

4. @johnbrunswick
WHY?
Nobody
comes
to
a
gym
to
learn
about
the
construc:on
of
the
equipment.
They
have
come
with
the
goal
of
fitness.
Technology
is
the
means
to
Digital
Marke:ng
ends.
Being
fluent
in
the
“ends”
and
their
measures,
enables
superior
results.

5. @johnbrunswick
Automa:on
+
Qualifica:on
Marke:ng
Evolu:on
Conversions
Web
Publishing
History
Loyalty
“SEO”
Social
Segmenta:on
+
Experimenta:on
Why
Measurement
BRIDGING THE GAP - CRITICAL CONCEPTS

6. @johnbrunswick
SQUISHY!
WE MUST OVERCOME OUR
FEARS THAT
marketing is SO...
[
T



7. @johnbrunswick
MARKETING
h
O
O
O
O
O
;ART + SCIENCE
“…something
of
a
hybrid
of
Alchemist,
Snake-­‐oil
Salesman
and
slightly-­‐mad-­‐
Crea:ve
–
with
a
predictable
hint
of
wizardry
David
Hood
"The
Marke:ng
Manifesto”,
What
the
hell
is
a
marketer?

8. @johnbrunswick
Industrial
revolu:on
&
specializa:on
made
marke:ng
necessary….
DUE TO DISTANCE
I
have
widgets
I
need
widgets
BUYERS AND SELLERS USED TO BE COLOCATED

9. @johnbrunswick
“...Planning and executing
the conception, pricing,
promotion and distribution of
ideas, goods and services ...
that satisfy individual and
organizational objectives
MORETHAN
ADVERTISING

10. @johnbrunswick
HOW WE GOT HERE
HOW DIGITAL FITS IN
M

11. @johnbrunswick
“Half
the
money
I
spend
on
adver:sing
is
wasted
-­‐
the
trouble
is
I
don't
know
which
half
John
Wanamaker
(we
think)

12. @johnbrunswick
MARKETINGMIX
EVOLUTION
h.ps://en.wikipedia.org/wiki/Marke:ng_mix
h.p://extension.umd.edu/agmarke:ng/marke:ng-­‐101/marke:ng-­‐mix-­‐4ps-­‐and-­‐4cs
PRODUCT
• What
you
will
sell
• Features,
look,
a.ributes
• Differen:a:on
• Customer
wants
and
usage
PRICE
• Value
of
the
product
/
service
to
the
buyer
PROMOTION
• How
and
where
will
you
reach
your
target
customers
• e.g.
–
Adver:sing,
PR
&
Sales
Promo:on
PLACE
• How
products
/
service
actually
get
into
customer
hands
• Distribu:on
Channels
4Ps
CUSTOMER
NEEDS
• What
solu:on
is
your
product
providing
to
the
customer?
COST
TO
CUSTOMER
• What
your
customer
is
willing
to
pay
• Total
cost
of
ownership
COMMUNICATION
• Adver:sing,
public
rela:ons,
personal
selling,
viral
adver:sing,
and
any
form
of
communica:on
between
the
organiza:on
and
the
consumer
CONVENIENCE
• Ease
of
buying
the
product,
finding
the
product,
finding
informa:on
about
the
product
4Cs
WELCOME TO CUSTOMER CENTRICITY

13. @johnbrunswick
MKTRESEARCH
&ANALYSIS
BEHAVIOR BASED
Forrester
Research's
Consumer
Technographics®
PSYCHOGRAPHICS
Lifestyle
Personality
Social
Class
Zipcode
Psychographics
DEMOGRAPHICS
Gender
Age
Income
Educa:on
Loca:on
Marital
Status
Culture
IS BEHAVIOR ANALYSIS > THAN
TRADITIONAL MEASURES?

14. @johnbrunswick
WHAT’S A BRAND?
See what your gut told you? This is what marketing enables with
fundamentally similar products or services.
Images
via
inautomobile.com

15. @johnbrunswick
Marketing
TV
Radio
Merchandisi
ng
Packaging
Trade
Shows
Telephone
Sponsorship
Billboard
Catalogue
Brochure
Magazine
Newspaper
Film
Digital
Marketing
Web
Search
PPC
Email
SMS
Streaming
Video
Images
Streaming
Audio
Social
Community
DIGITAL MARKETING EVOLUTION
push
/
outbound
pull
/
inbound
Direct
Mail

16. @johnbrunswick
DORM ROOMS
CRYSTAL
BALL
OF
DIGITAL
FUTURE?
sans
tv
&
sans
radio
photo
courtesy
amylovesyah
/
flickr.com

17. @johnbrunswick
“People
Like
Me”
Influencer
Our
Brand
is
X
Lecture
Discussion
Our
Brand
is
X
Your
Brand
is
Y
Consumer
Driven
Marke:ng
OK
OK
“These
markets
are
conversaEons”
-­‐
The
Cluetrain
Manifesto
PAST PRESENT

18. @johnbrunswick
“Of consumers don’t
believe that companies
tell truth in
advertisements
- Yankelowich
h.p://www.futurelab.net/blogs/marke:ng-­‐strategy-­‐innova:on
76%

19. @johnbrunswick
PRO
TIP
Digital
Marke:ng
isn’t
actually
about
technology
at
all
…
Technology
merely
affords
you
increasingly
diverse
and
relevant
ways
to
connect
with
people…
-­‐
Understanding
Digital
Marke:ng,
2nd
Edi:on,
Damian
Ryan
&
Calvin
Jones
b

20. @johnbrunswick
<HISTORY> OF
WEB
PUBLISHING
9…and
why
it
is
important
in
the
context
of
Digital
Marke:ng

21. @johnbrunswick
• Created
and
maintained
by
Technologists
• Inaccessible
to
business
users
• Required
FTP
access
/
Unix
knowledge
WEBMASTERS

22. @johnbrunswick
MY MOM CAN DO
THAT NOW
oh
snap...
content
crea:on
has
been
democra:zed!

23. @johnbrunswick
CONVERSIONS
r
signup
bounce
PSSST... IF YOU TAKE AWAY ONE THING FROM THIS
PRESENTATION – THIS IS THE ONE!

24. @johnbrunswick
WEB SITES DON’T
EXIST FOR PAGE
VIEWS
WEB SITES EXIST FOR CONVERSIONS! S

25. @johnbrunswick
WELCOMETO
INBOUNDMARKETING
CONVERSION
Partner
Customer
Prospect
TRAFFIC
THIS IS THE
GOAL OF USER
ENGAGEMENT

26. @johnbrunswick
WHATISA
CONVERSIONANYWAY?
CONVERSION
Purchase
Sales
Lead
White
Paper
Download
Webinar
Signup
Email
list
Signup
Social
Media
Follower
/
Fan
Repeat
Visitor
Social
Echo
Blog
Comment
Template
Download

27. @johnbrunswick
PRO
TIP
As
technologists
we
need
to
provide
the
op:mal
engine
to
CONVERT,
focused
on
Conversion
Rate
OpEmizaEon
(CRO)
b

28. @johnbrunswick
“Humans don’t want to be leads,
they want relationships
Dharmesh Shah, Chief Technology
Officer & Co-Founder Hubspot
http://www.youtube.com/watch?v=rA-8WuI1ZwY

29. @johnbrunswick
AUTHENTICITY IS
ESSENTIAL FOR
REPEAT BUSINESS
Intense focus on
conversion can
sacrifice repeat
business. Be
mindful of the
relationship.

30. @johnbrunswick
MEASUREMENT
Q

31. @johnbrunswick
NUMBERS & CHARTS & PAGE VIEWS
OMG ANALYTICS ARE AWESOME!

32. @johnbrunswick
MOVE PAST THE
PAGE VIEW LOVE
AFFAIR...
THOSE ARE VANITY METRICS

33. @johnbrunswick
I DID 37!
AWESOME,
RIGHT?
Context is
EVERYTHING.
What’s the
measure telling us
against our goals?

34. @johnbrunswick
• “Data
Puking”
*
• Page
Views
• Total
Visitors
• Most
Viewed
Pages
• Conversions
• Analysis
within
Segments
• Loyalty
• etc…
• Excellent
Measurement
Model
Reading
@
Occam’s
Razor
by
Avinash
Kaushik
h.p://www.kaushik.net/avinash/digital-­‐marke:ng-­‐and-­‐measurement-­‐model/
YAWN... LAME...
NO CONTEXT WITH
BUSINESS
PERFORMANCE
MEASURES
ANALYTICS2.0
b BETTER

35. @johnbrunswick
• INCREASE
the
leads
in
pipeline
by
20%
• CONVERT
10%
of
these
leads
• AQUIRE
>
30%
of
leads
from
organic
SEO
• INCREASE
repeat
visits
seeking
addi:onal
informa:on
by
10%
• INCREASE
conversion
of
Segment
X
by
10%
“OUTCOMES
OFVALUE”
Action Measure
What

36. @johnbrunswick
5MUSTKNOW
ANALYTICSTERMS
• Conversion
Rate
• %
of
visitors
conver:ng
–
segment
/
campaign
view
is
most
helpful
• Micro
Conversions
• Whitepaper
download,
webcast
signup,
etc
• Bounce
Rate
• leave
axer
only
viewing
page
landed
on
• Abandonment
Rate
• Leave
within
stage
of
a
funnel
/
process
• Cost
Per
Conversion
• Cost
of
campaign
/
conversions
resul:ng
Bonus
Hits
are
meaningless
–
never
men:on
them.
Ever.
Seriously.

37. @johnbrunswick
ADVANCED ANALYTICS
THINK ABOUT OUR NATURAL
BEHAVIORS ACROSS CHANNELS

38. @johnbrunswick
“U.S. consumers go online to
research electronics, computers,
books, music and movies before
buying those items in bricks-and-
mortar stores
83%
h.p://www.pwc.com/en_us/us/retail-­‐consumer/publica:ons/assets/pwc-­‐
us-­‐mul:channel-­‐shopping-­‐survey.pdf
*
this
is
known
as
“Showrooming”

39. @johnbrunswick
25%
“U.S. consumers shop via at
least four channels
h.p://www.pwc.com/en_us/us/retail-­‐consumer/publica:ons/assets/pwc-­‐
us-­‐mul:channel-­‐shopping-­‐survey.pdf

40. @johnbrunswick
ANALYTICS JOURNEY
read
review
site
like
fan
page
visit
web
site
check
product
price
purchase
product
hear
about
product
from
friend
men:on
brand
read
online
discussions

41. @johnbrunswick
THE
SEO
THING
Is your site the proverbial
“Billboard in the Dessert?”

42. @johnbrunswick
SEO GETTING STARTED
Don’t
be
so
quick
to
reach
for
technology…
Business Goal
Qualified
Traffic
Approaches
Research
1.
What
are
your
buyer
personas?
2.
What
are
their
problems
/
needs?
3.
What
are
they
searching
for?

43. @johnbrunswick
PRO
TIP
SEO
is
Web
1.0,
Inbound
Marke:ng
is
Web
3.0.
Inbound
Market
or
bust!
b

44. @johnbrunswick
“
B2C
Companies
that
blog
generate
88%
more
leads
per
month
than
those
who
do
not
State
of
Inbound
Marke:ng
Lead
Genera:on
Report
2010
h.p://cdn2.hubspot.net/hub/53/docs/resellers/reports/state_of_inbound_marke:ng.pdf
Tons
of
awesome,
quality
free
e-­‐
books
from
these
guys
–
check
them
out!

45. @johnbrunswick
Because
Others
Say
So
(not
because
you
do)
my-­‐monkey.com
GOOGLE IN A NUTSHELL
monkey-­‐news.com
“Page
Rank”
is
like
one
site
vo:ng
for
another
and
passing
along
its
reputa:on

46. @johnbrunswick
“ON SITE” SEO vs “OFF SITE”
<:tle>
<heading>
<internal
links>
<author>
alt
tags
site
naviga:on
/
vanity
URLs
body
text
link
text
geo
/
:me
relevance
site
speed
/
sitemap.xml
link
a.ributes
canonical
/
nofollow
www.my-­‐monkey.com
• Links
• Link
Text
• Authority
/
“Page
Rank”
25%
75%
www.monkey-­‐news.com

47. @johnbrunswick
PRO
TIP
If
someone
could
get
top
lis:ngs
on
Google
for
some
$100
“SEO
offer”
or
by
coding
their
page
a
certain
way
–
Google’s
business
would
end.
There
is
no
shortcut
to
high
rankings.
b
If you believe this, I have a
bridge to sell you ;-)

48. @johnbrunswick
• DescripEon
Meta
Tag
• Might
be
used
as
snippets
for
your
pages,
as
descrip:on
meta
is
visible
in
SERPs
• Meta
Keywords
• Not
used
in
ranking
• rel="author”
–
sort
of
!
• Google
only
showing
when
contextually
relevant
now
to
the
query
• Social
/
Authority
• Definitely
used
for
rank
as
far
back
as
2010
COMMONSEO
MYTHS

49. @johnbrunswick
• Search
Engine
Result
Pages
(SERPs)
• Fancy
way
of
saying
the
results
you
see
in
Google
/
Bing,
etc
• Organic
Traffic
/
Natural
Traffic
• Organic
traffic
has
a
4x
Click
Through
Rate
(CTR)
• Paid
Search
(e.g.
Adwords)
• Payment
for
a
ad
/
banner
to
be
visible
on
a
3rd
party
site
• Keywords
• Content
editors
should
be
conscious
of
“needs
based”
:tle
and
content
crea:on
• Referral
Traffic
• Site
traffic
based
on
links
to
your
site
from
others
5CRITICALSEO
TERMS

50. @johnbrunswick
• Cost
Per
Click
(CPC)
• Price
for
click
through
on
paid
lis:ng
• Click
Through
Rate
(CTR)
• Impressions
/
end
user
click
through
• RetargeEng
• Ad
shown
on
3rd
party
site,
tailored
based
on
your
prior
browse
history
• Response
A_ribuEon
• Where
the
traffic
came
from
• Jump
Page
/
Landing
Page
• Specific
pages
visually
op:mized
to
convert
for
specific
campaigns
5KEYPAID
SEARCHTERMS

51. @johnbrunswick
IMPRESSIONS&
CLICKTHROUGH
h.p://www.youtube.com/watch?v=-­‐wWB1PS8H7Q
• Pre
Click-­‐through
• Behavior
analysis
within
SERPs
• Social
Proof
in
SERPs
• G+
“shares”
• G+
followers
• Profiles
of
users
• SERP
LisEng
OpEmizaEon
• Analysis
of
where
ranked
• Volume
of
views
• Click-­‐through
frequency
• Copy
considera:ons
in
lis:ng
–
e.g.
Meta
Descrip:on

52. @johnbrunswick
SEGMENTATION &
EXPERIMENTTION
”
o

53. @johnbrunswick
“THE MORE LOCALIZED AND PERSONALIZED THE SOURCE OF INFORMATION, THE MORE
LIKELY IT IS TO MOVE PEOPLE IN OUR DIRECTION” - Robert Cialdini
POWER OF CONTEXTUAL RELEVANCY
IS
TRUMPED
BY
Harvard
Business
Review
Reprint
–
“The
Uses
(and
Abuses)
of
Influence”
@
h.p://hbr.org/2013/07/the-­‐uses-­‐and-­‐abuses-­‐of-­‐influence/
and
influence
of
hotel
guests
to
reuse
towels
Number
of
other
guests
who
reused
their
towels
Majority
of
people
who
stayed
in
this
room
reused
their
towels

54. @johnbrunswick
• Explicit
–
profile
• Demographics
–
age,
gender,
income
• Product
/
services
owned
• Implicit
–
behavioral
• Click
stream
• Referrer
(prior
site)
• Geo
targe:ng
• Social
rela:onships
• Results
• Enhanced
cross
selling
/
upselling
• Be.er
user
experience*
SEGMENTATION
METHODS #
b*
Zogby
Analy:cs
41%
prefer
ads
targeted
to
their
interests
vs
16%
prefer
random
ads.
28%
prefer
a
mix
of
both.
h.p://www.aboutads.info/resource/image/Poll/Zogby_DAA_Poll.pdf
For
YOU
others
like
you

55. @johnbrunswick
“…in
a
20
month
period
which
increased
dona:on
conversions
by
49%
and
sign
up
conversions
by
161%
h.p://kylerush.net/blog/op:miza:on-­‐at-­‐the-­‐obama-­‐campaign-­‐ab-­‐tes:ng/
A/BTESTING
A/B WHO WHAT?

56. @johnbrunswick
EXPIREMENTS
• Mul:ple
pages
with
big
changes
• 2
or
>
versions
of
page
• Quick
to
get
results
• Same
page
with
small
changes
• Subtle
Changes
• Bu.ons,
banners
&
copy
• Results
take
:me
A/B
Tes:ng
Mul:variate
Tes:ng

57. @johnbrunswick
The
Importance
of
A/B
Tes:ng:
Dan
Siroker
at
TNW
Conference
h.p://www.youtube.com/watch?v=yY-­‐HBW5CNcg
A/BTESTING
SMARTS

58. @johnbrunswick
• Call
to
AcEon
(CTA)
• Explicit
sugges:on
to
user
• Above
the
Fold
• Shown
without
scrolling
• Landing
Page
• Designed
for
specific
audience
• Oxen
:ed
to
campaign
• Microsite
• Narrowly
focused
site
for
specific
audience
4MUSTKNOW
LAYOUTTERMS

59. @johnbrunswick
LOYALTY
;+
Genera:ng
Addi:onal
Revenue
+
Loyalty
&
Incen:ves
Leveraging
card
Linked
Offers,
Frequent
Flyer,
etc
+
Advocacy
Behaviors
Driving
addi:onal
customer
acquisi:on

60. @johnbrunswick
TOSCANINI’S
• Founded
by
Gus
Rancatore
in
1981
• GQ
named
it
one
of
the
top
10
ice
cream
shops
"you
must
visit"
• In
Cambridge
near
MIT
• Focused
on
quality,
customer
service,
and
a
sense
of
place
• Cater
to
diverse
customer
culture
with
geo-­‐
targeted
recipes
ALWAYS INNOVATING - LET’S EXPLORE

61. @johnbrunswick
SOCIAL
ANALYSIS
DRIVING
LOYALTY

62. @johnbrunswick
2 KEY LOYALTY METRICS
• LifeEme
Customer
Value
(LTV)
• Revenue
over
life:me
of
customer
rela:onship
• Incremental
Revenue
• Addi:onal
revenue
a.ributable
to
loyalty

63. @johnbrunswick
SOCIAL
ENGAGEMENT

64. @johnbrunswick
SOCIAL PROOF
Level of
Trust
Your
FB
Friend
Adver:sement
“Try
our
amazing
French
toast”
BETTER
BEST

65. @johnbrunswick
Produces
almost
2X
the
leads
of
trade
shows,
telemarke:ng,
direct
mail
or
PPC
do
Lead
conversion
13%
higher
than
tradi:onal
leads
2X
13%
SOCIALMEDIA
h.p://www.slicktext.com/blog/2013/05/the-­‐digital-­‐marke:ng-­‐trio-­‐of-­‐2013-­‐infographic/
SOCIAL MEDIA INHERENTLY IMPARTS
SOME CONTEXT
IMPLICIT AFFINITY VIA
SOCIAL PROOF

66. @johnbrunswick
VALUABLE
SOCIALSIGNALS • No
longer
“Op:onal”
• Measure
of
Authority
• Speed
to
Enter
Engine
Index
• Influences
SERP
Experience
• Onsite
and
Offsite
Conversa:ons
• Nurture
Brand
Advocacy

67. @johnbrunswick
ARE YOU ON G+?
IF NOT... YOU SHOULD BE...
As
far
back
as
2010
Google
uses
Social
Signals
to
impact
search
results*
Google+
ubiquity
&
click-­‐through
impact
Index
availability
*
Ma.
Cu.s
-­‐
h.p://www.youtube.com/watch?v=oƒwPC-­‐5Ub4
h.p://searchengineland.com/what-­‐social-­‐signals-­‐do-­‐google-­‐bing-­‐really-­‐count-­‐55389

68. @johnbrunswick
SOCIALCHANNEL
CHARATERITICS
Facebook
• B2C
• Granular
Targeting
Capabilities
LinkedIn
• B2B
• 2x Content
Engagement
• Educated
Pinterest
• B2C
• Female
Audience
• All ages
Twitter
• Urban
• Younger
Google+
• Little time on
site
• Male
• Technical
h.p://pewinternet.org/Reports/2013/Social-­‐media-­‐users/Social-­‐Networking-­‐Site-­‐Users/Demo-­‐portrait.aspx
h.p://www.onlinemba.com/

69. @johnbrunswick
• Social
IS
Conversa:on
• Listen
&
Par:cipate
• SMM
Tools
• Google
Alerts,
Collec:ve
Intellect,
Radian6,
SproutSocial,
Hootsuite,
etc
PARTICIPATING
INSOCIAL

70. @johnbrunswick
“OMG
I
have
like
the
easiest
job
ever.
I
just
browse
the
web
all
day
and
post
pictures…
I
guess
they
call
our
group
social
media
or
something.
You
should
totally
get
this
job.
-­‐
Two
young
adults
overheard
at
Starbucks
talking
to
friend
as
I
was
wri:ng
this
This isactuallypart ofInboundMarketing!

71. @johnbrunswick
PRETTY FUNNY, RIGHT?
WE MAY END UP WORKING FOR THEM
What is your
Klout score btw?

72. @johnbrunswick
CREATIVESOCIAL
ASSETSEO
2nd Largest
Search Engine!
THESE CHANNELS ALL ENABLE PEOPLE TO CONNECT WITH YOUR BRAND.
GET CREATIVE & START USING THEM WHERE RELEVANT!

73. @johnbrunswick
CONVERSATIONECOSYSTEM
(CLUETRAINMANIFESTO)
Monkey
Owner
Enthusiast
Site
Monkey
Time
Blog
Inspired
by
Search
and
Social:
The
Defini:ve
Guide
to
Real-­‐Time
Content
Marke:ng
Highly
Recommended
-­‐
h.p://www.amazon.com/Search-­‐Social-­‐Defini:ve-­‐Real-­‐Time-­‐Marke:ng/dp/111826438X

74. @johnbrunswick
MARKETING
AUTOMATION &
LEAD
QUALIFICATION
[
O
+

75. @johnbrunswick
• MarkeEng
AutomaEon
• Scheduling,
segmen:ng,
tracking
marke:ng
campaigns
• MulE-­‐touch
MarkeEng
• Orchestra:ng
coordinated
marke:ng
efforts
over
a
variety
of
channels
• Integrated
MarkeEng
• Consistent
iden:ty
and
message
across
channels
• Permission
MarkeEng
• Opt-­‐in
&
opt-­‐out
• Open
Rate
• Email
/
messages
opened
vs
not
5KEYMARKETING
AUTOMATIONTERMS
Direct
Mail
Email
Web

76. @johnbrunswick
• Lead
Management
• Nurture,
qualify
and
capture
leads
• Intent
to
Buy
/
Stage
• Behavior
/
Geo
based
• Display
ads
when
well
qualified
• Excellent
Opportunity
to
Change
Experience
based
on
Stage
• Copy,
Offers,
Bu.ons,
CTA
Text,
etc
RELATIONSHIP&
CONVERSION
,PDF
Download
10
Points
Webinar
Signup
20
Points
Newsle.er
Subscrip:on
5
Points
[
9

77. @johnbrunswick
YOUR
CHALLENGE
x
x
o o

78. @johnbrunswick
LOOK AT YOUR BRAND + CURRENT
WEB / SOCIAL PRESCENCE
&
THINK ABOUT THE FOLLOWING...

79. @johnbrunswick
WHAT KPIS ARE YOU TRACKING ON YOUR
SITE TODAY?
ARE ANY MISSING THAT SHOULD BE
TRACKED?
WHAT IS ONE CHANGE YOU COULD MAKE
TO INCREASE CONVERSION?
S
:
G

80. @johnbrunswick
create
RELEVANT
content
measurement
needs
to
be
MEANINGFUL
-­‐
not
vanity
based
CONVERSION
is
king
SEGMENT
for
relevancy
and
higher
conversion
EXPERIMENT
and
refine
conversion
approach
CONVERSE
in
the
right
places
SEO
is
OTHERS
saying
your
important
–
not
you
LOYALTY
pays
KEY TAKEAWAYS

81. @johnbrunswick
LET’S
CONNECT
@johnbrunswick
www.johnbrunswick.com
www.linkedin.com/in/johnbrunswick
youtube.com/johnbrunswick
profiles.google.com/johnbrunswick
WWW

82. @johnbrunswick
KEY
RESOURCES$

83. @johnbrunswick
Understand 2012 Online Marketing Trends to make your 2013 Digital Marketing more
Effective
http://www.youtube.com/watch?v=KIn-6iJuwYo
Professor David Bell on Digital Marketing: Wharton Lifelong Learning Tour
http://www.youtube.com/watch?v=m9zowHS79xM
From Mad Men to Math Men
http://www.youtube.com/watch?v=oH87MtZuBcY
Glossary of Digital Marketing Terms
http://www.scribd.com/doc/14571090/Glossary-of-Digital-Marketing-Terms
Search and Social: The Definitive Guide to Real-Time Content Marketing
http://www.amazon.com/Search-Social-Definitive-Real-Time-Marketing/dp/111826438X
Optimizely Presentation
http://www.youtube.com/watch?feature=player_embedded&v=yY-HBW5CNcg
HELPFUL
RESOURCES

84. @johnbrunswick
The Short Answers To Every Matt Cutts Video
http://www.theshortcutts.com/
With Collective Presentations
http://www.theshortcutts.com/
Zogby Analytics - Interactive Survey of US Adults (April 2013)
http://www.aboutads.info/resource/image/Poll/Zogby_DAA_Poll.pdf
The Digital Marketing Trio - Social Media, Mobile Marketing, and Content Marketing
http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/
HELPFUL
RESOURCES