Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.

1. Digital Marketing
By Gustavo Jabbaz
www.yourwebdude.ca

2. Digital Marketing
What it is
From Wikipedia
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products
or services using digital technologies to reach and convert leads into customers and retain them. The key
objective is to promote brands, build preference and increase sales through various digital marketing
techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which
mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.
Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content
marketing, influencer marketing, {content automation}, campaign marketing, and e-commerce marketing,
social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books,
optical disks and games, and any other form of digital media. It also extends to {non-Internet channels that
provide digital media}, such as mobile phones (SMS and MMS), callback and on-hold mobile ring tones. The
fundamental concept in digital marketing is based on the inbound marketing approach or generally it's
called customer centric approach.
“THE-HISTORY-OF-ONLINE-ADVERTISING”

3. What we need to focus on
Mobile
Since the introduction of the iPhone in 2007 mobile internet use is on the rise.
May 2015 marks the first time mobile searches surpass desktop searches.
Online Advertising
On 3 May 1978, a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of
the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer.
Online banner advertising began in the early 1990s as page owners sought additional revenue streams to
support their content.
GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) created the first search advertising
keyword auction in 1998.
Google launched its "AdWords" search advertising program in 2000 and introduced quality-based ranking
allocation in 2002.
Inbound Marketing
Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to
get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be
found, and draws customers to the website by producing compelling content.
“from cell phone to smartphones compressed”

4. What we need to focus on
Content Marketing
In 1895, John Deere launched the magazine The Furrow, providing information to farmers on how
to become more profitable. The magazine considered the first custom publication, is still in
circulation, reaching 1.5 million readers in 40 countries in 12 different languages.
Michelin developed the Michelin Guide in 1900, offering drivers information on auto maintenance,
accommodations, and other travel tips. 35,000 copies distributed for free in this first edition.
Social Media Marketing
Social media marketing programs usually center on efforts to create content that attracts attention
and encourages readers to share it across their social networks. The resulting electronic word of
mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social
networks, instant messages, news feeds) about an event, product, service, brand or company,
especially on social media platforms.
Internet of things (IOT)
The Internet of Things (IoT) is the network of physical objects—devices, vehicles, buildings and
other items which embedded with electronics, software, sensors, and network connectivity, which
enables these objects to collect and exchange data.

5. Mobile MarketingUnique content (WEB)
Needs to fit the small screen. Pages need to load fast and
need to be small in bite size for data use concerns.
It’s own writing style
The mobile user scans even more than on the desktop.
Content needs to get to the point quick. Good use of headlines
and bold points that need attention.
Mobile ads
On Mobile, you find ads in many places. Marketers following
the eyeballs. In-app, ads are proving not to be very useful, too
many false taps.
Google with search ads and Facebook with promoted posts
have the lead in mobile advertising.
Social Media
Facebook, Instagram, Twitter, Snapchat, Pinterest. These are
the few Social Mobile apps that have more activity on mobile
than the desktop.
Email reading
Most people prefer to read emails on their phones.
”Scale-of-impact-mCommerce”
“FB-Growth-Mobile-Video”

6. Online Advertising
Google is the king on PPC
Both search and Display network.
Strong on Mobile.
Working hard on new ways for targeting the
right, audience.
Facebook closing fast on Google
Well over a billion active users. 2015 $13 billion revenue on mobile ads.
Very useful demographic targeting tools.
Facebook knows a lot more about you than Google does.
Like Google places the user first.
Twitter and LinkedIn
Both networks lack the features Google and Facebook provide and most people come to expect such us
conversion tracking and re-targeting. Twitter has those features and good analytics, but for some reason,
their ads or promoted posts fail to generate enough revenue for the company.
Banner ads
Mostly on blogs and other content driven website. A lot of content farm sites.
Pay higher return to site owners than Google.
Some networks still around but AdRoll, AdClickMedia, AdEngage
“Online-Advertising-Overtakes-Tv-in-2016” “2016_Advertising_Trends"

7. Inbound Marketing
A term coined by HubSpot, one of
the biggest Inbound Marketing
promotors.
The idea is to become an expert in
the field by sharing the knowledge
acquired over the years of
experience. Solving customer’s
problems over the years. Thus
becoming an influencer in the
industry your company seeks
business.
Inbound marketing needs Content and Distribution. Content is Content Marketing, and
Distribution is Social Media and Email Marketing. No Paid Ads.
Leads generation has a longer process, but it generates warmer leads and helps with online
advertising performance.
Best tool-> Content Calendar
“Inbound-vs-Outbound” “roi-Inbound-HubSpot”
“What-is-inbound-marketing"

8. Content Marketing
Content Marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience
— and, ultimately, to drive profitable customer
action.
contentmarketinginstitute.com/what-is-content-
marketing/
For a business, the blog is the Content Hub.
All new content gets first published here and
then shared to the appropriated channels,
social networks, and email marketing.
Text: Articles, Checklists, White papers, How-to guides, Best practice guides, Case studies,
etc.
Video: News, updates, how-to, product reviews, commentary, etc.
Graphic: Infographics, Memes, Photography.
“Content Types IG” “Content-Marketing-Infographic"

9. Social Media Marketing
Distribution channel for owned content or curated content
Curated content can be from other industry leaders, which is on topic and of high quality.
Primary channels: Facebook, Instagram, LinkedIn, Twitter, Pinterest and SnapChat
Each network has its strength:
• Facebook, the sheer number of users.
• Instagram, best for travel, retailers and mostly used by millennials.
• LinkedIn, best for business and B2B leads
• Twitter, best for content distribution, customer support, and virtual
events.
• Pinterest, best for retailers with e-commerce, 80% of the audience
are women, and it is perfect for doing research.
• SnapChat, still being developed, mostly millennials and under 18
users. It has content channels from many different brands.
“social-networks-explained”
“2016-Social-Media-Trends”
“Social Media Growth"

10. Internet of Things
Coming very soon:
Connected car, wearable computing, billboards,
interactive mirrors, etc.
Unbelievable Bus Shelter | Pepsi Max. Unbelievable
#LiveForNow
https://www.youtube.com/watch?v=Go9rf9GmYpM
Ralph Lauren’s new fitting room has an interactive mirror
that looks like something out of a sci-fi movie
http://www.businessinsider.com/ralph-lauren-new-
interactive-mirror-shopping-fitting-room-2015-11

11. Blogs/Websites to follow
social media examiner
www.socialmediaexaminer.com
social media today
www.socialmediatoday.com/
HubSpot Blog
blog.hubspot.com
QuickSprout Blog
www.quicksprout.com/blog/
Econsultancy Blog
econsultancy.com/blog/
Fast Company
www.fastcompany.com/
The Next Web
thenextweb.com
Content Marketing Institute Blog
http://contentmarketinginstitute.com/blog/

12. SM Management Tools
HootSuite: hootsuite.com
It is the most popular social media management tool. Besides being able to execute campaigns across
multiple social networks from one web-based dashboard, you can also manage social media, track
conversations, and measure campaign results. HootSuite also offers a custom built-in analytics system (it has its
URL shortener) and the capability to schedule posts on all platforms. And the best option, fully functional
accounts for free.
Technorati: technorati.com
The largest blog search engine in the world. Technorati tracks “blog reactions” or blogs that link to yours,
upon registration. Search for your name on Technorati and subscribe to RSS alerts, so when someone blogs
about you, you will know about it.
socialmention: socialmention.com
Social Media Alerts Like Google Alerts but for just social media.
Bitly: bit.ly
It does a lot more than just shortening links that are posted to your social media accounts, which keeps
them neat and clean. It also features real-time-analytics, bookmarking your favourite sites and pages and having
the ability to track clicks. Bitly works across multiple platforms, such as Twitter and Facebook, and is free.
IFTTT: ifttt.com
It is a service that enables users to connect different web applications (Facebook, Evernote, Weather,
Dropbox, etc.) together through simple conditional statements known as “Recipes." It is perfect for automating
posts to different networks; for example: If I post a picture on Instagram then automatically shares it on my
twitter account. Or my new blog post automatically shares to my Facebook page. Great service you can use for
sharing content with your team or restaurant staff, and it is free.

13. SM Management Tools
Everypost: everypost.me
Do you like using your phone? Everypost is a handy app (works on both iOS and
Android) that allows you to post all of your updates onto the major social networks from one
place at one time. Simply write your message, add photos or videos, and hashtags then
send off to Twitter, Google+, Pinterest, Facebook, LinkedIn, Tumblr, or via e-mail (even all
at the same time, if you want). Another cool feature is the Twitter text shortener, which
automatically shortens tweets so that they are under 140 characters. It is free.
Buffer: bufferapp.com
It is one of the most popular social media message scheduling and sharing
applications available. With one easy click, you’ll be able to share content and schedule
posts via Twitter, Facebook, LinkedIn, and Google+. It allows you to stagger content
throughout the day so that social media feeds have consistent updates. And, there’s
analytics about engagement and reach of your posts.
Buffer is free, but only for a short period. However, you can schedule ahead of time, which
is handy. For just $10 a month you can schedule as many posts as you want, use up to 12
social profiles, and have two team members assigned to one account.
Tweriod: www.tweriod.com
Tweriod gives you the best times to tweet.
They analyze both your tweets and your followers' tweets.

14. Please follow on Twitter @YWD
“Thank you.”