1. Online & New Media
Tools of Digital Marketing
SNC-MKTG350
September 18, 2013

2. Tonight’s Agenda:
Digital Marketing Tools, continued
• Read Ch. 20 in Analytics text re: Mobile Analytics
• More digital marketing tools:
– Ecommerce trends
– Payments systems
– Sales funnel
• 3 Blog posts to review

3. Key Points: Analytics Ch. 20
• Mobile Analytics
– Smartphones are not ubiquitous (just
48%)
– iOS vs. Android
• iOS is gaining ground, Android wider group of
developers and handset makers

4. Key Points: Analytics Ch. 20
Mobile Analytics: Global Trends

5. Key Points: Analytics Ch. 20
– Location-based apps
• Hyperlocal
– Mobile Measurement
• Type of device
• Visitor metrics
• Mobile app performance
– # Downloads
– Geographic info
– Device types, networks
– In-app purchases
What can we learn from
these metrics?
What should we do with
these metrics?

6. Digital Marketing Tools - eCommerce
• What is eCommerce?

7. Digital Marketing Tools - eCommerce
"With an ecommerce store, your business is
open 24 hours/day, 7 days/week, 365
days/year. You don't pay rent or the salaries of
sales associates. You don't have any
geographical limitations…and you can
automate nearly every aspect of the business.“
Mark Hayes, head of marketing and public relations at Shopify

8. Digital Marketing Tools - eCommerce
What have you bought online recently?
Books?
Clothes?
Movies & Entertainment?
Deals?
Services?

9. eCommerce
Worldwide
Sales
$1.298 trillion
worldwide
Mobile devices =
11% of total US retail
ecommerce in 2012.

10. Digital Marketing Tools – Payment
Systems

11. Digital Marketing Tools – Payment
Systems

12. Digital Marketing Tools – Payment
Systems
• Online payments
– Credit cards
– Bank transfers (ie., PayPal)
– Smartcards
• Requires a thing you have + thing you know
– Bit Coins

13. Digital Marketing Tools – Payment
Systems
• Issues with online payments?
– Insecure sites = Fraud
– Transaction costs
– Failed, incomplete transactions

14. Digital Marketing Tools – Sales Funnel
• What is a funnel?
• What is a conversion?

15. Digital Marketing Tools
– Sales Funnel
73,333 came to site
53% started to Checkout
Of those, 67% completed Checkout
Overall, 35% conversion of site visitors

16. What the…?!
• What is “conversion”?
• Is a sales funnel a thing or a
concept?
• How do we know which
marketing messages were
the most effective in
converting sales?
6:05

17. Digital Marketing Tools – Sales Funnel
http://www.youtube.com/watch?v=PW_9TMZKJp0
I wanna
watch a
video!
6:10

18. Blog Topic: 7 tips for choosing an ecommerce
system for your business’ website
• Blog criteria:
 300-500 words
 Has 1-4 images
Has links to other articles
Takes a position/opinion
Tagged the post with relevant categories
Used a systematic research process?
What did you learn?

19. Blog Topic: My landing page is better than
yours: best practices in landing
• Blog criteria:
 300-500 words
 Has 1-4 images
Has links to other articles
Takes a position/opinion
Tagged the post with relevant categories
Used a systematic research process?
What did you learn?

20. Blog Topic: Nobody clicks on text ads, or do
they?
• Blog criteria:
 300-500 words
 Has 1-4 images
Has links to other articles
Takes a position/opinion
Tagged the post with relevant categories
Used a systematic research process?
What did you learn?

21. Next session: Mon, Sept 23
• Read Chapters 3+4 in Don’t Make Me Think text
• Read Chapter 20 in Analytics text (if you didn’t already)
• Quiz 5
• 0 blog posts to review
• Creating Good User Experience
– User interface concepts
– Reliable framework
- Menus, expectations
- Sitemaps
– Heat mapping
– A/B testing