trends · channels · tactics · tools

1. an overview of
Digital Marketing
trends · channels · tactics · tools
a presentation for Impact HUB San Francisco // July 30, 2015
insights + interfaces
for digital business

2. © 2015 · all rights reserved
A bit about me
2
corporate strategyBusiness Strategy Web Presence DesignProduct Development + Mgmt
Growth Hacking Teaching + Education Procraftination

3. an overview of
Digital Marketing
Part 1
Emerging trends
in the digital marketing landscape

4. © 2015 · all rights reserved
The best brands are functional and emotional
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Google Maps
Get there.
Apple Maps
Maybe get there?
Waze
Help each other
get there!

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User
More Users
Indirectly
engages
Indirectly
engage
Customers v. users
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Customer
More Customers
The
Brand
Revenues
Engagement

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Customer understanding
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Afternoon w/Kids Date Night Personal Research

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Inbound v. outbound
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source:http://mashable.com/2011/10/30/inbound-outbound-marketing/

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Conversation-driven lifecycles
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“Funnel” “Loop”
source: https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places

9. an overview of
Digital Marketing
Part 2
Key Channels
in the digital marketing landscape

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Digital channels proliferate
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SEM: Targeting + precision + budget
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SEO: strength in coding + creative
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Retargeting: tracking technology
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Affiliates: inbound monetization
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Social: network effects
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Email: timing + relevance
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The art of timing
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What day is best for sending?
18http://customer.io/blog/timing-week-day-email-sending-schedule.html
Tuesdays—or earlier in the week

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What time is best?
19http://customer.io/blog/timing-week-day-email-sending-schedule.html
Brand Image
Earlier in the day (10a)
Click Actions
Later in the day (7p)

20. an overview of
Digital Marketing
Part 3
Leveraging Tactics
to drive engagement + conversion

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One tactical framework…
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Another Tactical Framework…
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Marketing Mixology
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+
vegasseven.com/2013/10/02/
mixology-awards-2/
+ +

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Proceed with caution.
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+
http://vegasseven.com/
2013/10/02/mixology-awards-2/
+ +

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++
Plan like a pro
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+

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Labels = (funnel) goals
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Sequencing labeled cards
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28. an overview of
Digital Marketing
Part 4
Useful Tools
to drive your marketing efforts

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Marketing Tools
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planning
Search Engine Marketing (SEM) analytics
social/viral lift
destination
segmented emails sponsored posts

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How Google Analytics (GA) works
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How Google Analytics (GA) works
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Fundamental Traffic Metrics (7 total)
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Audience describes people
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Acquisition describes sources
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Behavior describes content
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Spike Analysis via Traffic Source/Medium
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Spike Analysis via Traffic Source/Medium
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Staying on top of the trends
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Be endlessly curious!
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40. an overview of
Digital Marketing
Annnnnd done.
Thank you!
and let’s keep in touch
seth@familian1.com // @sfam