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Digital Marketing Trends, Analytics + Tactics

An overview for KQED · August 26, 2015

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Digital Marketing Trends, Analytics + Tactics

  1. 1. an overview of Digital Marketing trends · analytics · tactics a presentation for KQED // August 26, 2015 insights + interfaces for digital business
  2. 2. © 2015 · all rights reserved A bit about me 2 corporate strategyBusiness Strategy Web Presence DesignProduct Development + Mgmt Growth Hacking Teaching + Education Procraftination
  3. 3. © 2015 · all rights reserved A bit about you 3 ‣ Your name ‣ Primary role/responsibility ‣ Experience with marketing ‣ One thing you’d like to learn
  4. 4. © 2015 · all rights reserved ‣ Emerging Trends
 in the digital media landscape ‣ Analyzing Audience
 with Google Analytics ‣ Developing Tactics
 to drive engagement + conversion Schedule for today 4 9:15a 10:15 11:15 15 min break 15 min break
  5. 5. an overview of
 Digital Marketing Part 1 Emerging trends in the digital marketing landscape
  6. 6. © 2015 · all rights reserved User More Users Indirectly engages Indirectly engage Customers v. users 6 Customer More Customers The Brand Revenues Engagement
  7. 7. © 2015 · all rights reserved Customer understanding 7 Afternoon w/Kids Date Night Personal Research
  8. 8. © 2015 · all rights reserved Different value props often compete for “fit” 8 Date Night
  9. 9. © 2015 · all rights reserved Customer understanding 9
  10. 10. © 2015 · all rights reserved Conversation-driven lifecycles 10 “Funnel” “Loop” source: https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places
  11. 11. © 2015 · all rights reserved Inbound v. outbound 11 source:http://mashable.com/2011/10/30/inbound-outbound-marketing/
  12. 12. © 2015 · all rights reserved The best brands are functional and emotional 12 Google Maps Get there. Apple Maps Maybe get there? Waze Help each other 
 get there!
  13. 13. © 2015 · all rights reserved ‣ Emerging Trends
 in the digital media landscape ‣ Analyzing Audience
 with Google Analytics ‣ Developing Tactics
 to drive engagement + conversion Schedule for today 13 9:15a 10:15 11:15 15 min break 15 min break
  14. 14. an overview of
 Digital Marketing Part 2 Analyzing Audience with Google Analytics
  15. 15. © 2015 · all rights reserved How Google Analytics (GA) works 15
  16. 16. © 2015 · all rights reserved Fundamental Traffic Metrics (7 total) 16
  17. 17. © 2015 · all rights reserved Audience describes people 17
  18. 18. © 2015 · all rights reserved Acquisition describes sources 18
  19. 19. © 2015 · all rights reserved Let’s explore a higher-volume site… 19
  20. 20. © 2015 · all rights reserved Real-Time Tracking 20
  21. 21. © 2015 · all rights reserved Behavior describes content 21
  22. 22. © 2015 · all rights reserved Spike Analysis via Traffic Source/Medium 22
  23. 23. © 2015 · all rights reserved Spike Analysis via Traffic Source/Medium 23
  24. 24. © 2015 · all rights reserved ‣ Emerging Trends
 in the digital media landscape ‣ Analyzing Audience
 with Google Analytics ‣ Developing Tactics
 to drive engagement + conversion Schedule for today 24 9:15a 10:15 11:15 15 min break 15 min break
  25. 25. an overview of
 Digital Marketing Part 3 Developing Tactics to drive engagement + conversion
  26. 26. © 2015 · all rights reserved Remember the Loop 26 “Funnel” “Loop” source: https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places
  27. 27. © 2015 · all rights reserved One tactical framework… 27
  28. 28. © 2015 · all rights reserved Another Tactical Framework… 28
  29. 29. © 2015 · all rights reserved Marketing Mixology 29 + vegasseven.com/2013/10/02/ mixology-awards-2/ + +
  30. 30. © 2015 · all rights reserved Proceed with caution. 30 + http://vegasseven.com/ 2013/10/02/mixology-awards-2/ + +
  31. 31. © 2015 · all rights reserved Useful tools 31 planning Search Engine Marketing (SEM) analytics social/viral lift destination segmented emails sponsored posts
  32. 32. © 2015 · all rights reserved Staying on top of the trends 32
  33. 33. an overview of
 Digital Marketing Part 4 Q&A about anything we’ve discussed
  34. 34. an overview of
 Digital Marketing And scene. Thank you! let’s keep in touch seth@familian1.com // @sfam
  35. 35. © 2015 · all rights reserved Digital channels proliferate 35
  36. 36. © 2015 · all rights reserved SEM: Targeting + precision + budget 36
  37. 37. © 2015 · all rights reserved SEO: strength in coding + creative 37
  38. 38. © 2015 · all rights reserved Retargeting: tracking technology 38
  39. 39. © 2015 · all rights reserved Affiliates: inbound monetization 39
  40. 40. © 2015 · all rights reserved Social: network effects 40
  41. 41. © 2015 · all rights reserved Email: timing + relevance 41
  42. 42. © 2015 · all rights reserved The art of timing 42
  43. 43. © 2015 · all rights reserved What day is best for sending? 43http://customer.io/blog/timing-week-day-email-sending-schedule.html Tuesdays—or earlier in the week
  44. 44. © 2015 · all rights reserved What time is best? 44http://customer.io/blog/timing-week-day-email-sending-schedule.html Brand Image
 Earlier in the day (10a) Click Actions
 Later in the day (7p)

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An overview for KQED · August 26, 2015

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