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an overview of
Digital Marketing
trends · analytics · tactics
a presentation for KQED // August 26, 2015
insights + interfaces
for digital business
© 2015 · all rights reserved
A bit about me
2
corporate strategyBusiness Strategy Web Presence DesignProduct Development + Mgmt
Growth Hacking Teaching + Education Procraftination
© 2015 · all rights reserved
A bit about you
3
‣ Your name
‣ Primary role/responsibility
‣ Experience with marketing
‣ One thing you’d like to learn
© 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
an overview of

Digital Marketing
Part 1
Emerging trends
in the digital marketing landscape
© 2015 · all rights reserved
User
More Users
Indirectly
engages
Indirectly
engage
Customers v. users
6
Customer
More Customers
The
Brand
Revenues
Engagement
© 2015 · all rights reserved
Customer understanding
7
Afternoon w/Kids Date Night Personal Research
© 2015 · all rights reserved
Different value props often compete for “fit”
8
Date Night
© 2015 · all rights reserved
Customer understanding
9
© 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
© 2015 · all rights reserved
Inbound v. outbound
11
source:http://mashable.com/2011/10/30/inbound-outbound-marketing/
© 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!
© 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
an overview of

Digital Marketing
Part 2
Analyzing Audience
with Google Analytics
© 2015 · all rights reserved
How Google Analytics (GA) works
15
© 2015 · all rights reserved
Fundamental Traffic Metrics (7 total)
16
© 2015 · all rights reserved
Audience describes people
17
© 2015 · all rights reserved
Acquisition describes sources
18
© 2015 · all rights reserved
Let’s explore a higher-volume site…
19
© 2015 · all rights reserved
Real-Time Tracking
20
© 2015 · all rights reserved
Behavior describes content
21
© 2015 · all rights reserved
Spike Analysis via Traffic Source/Medium
22
© 2015 · all rights reserved
Spike Analysis via Traffic Source/Medium
23
© 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
an overview of

Digital Marketing
Part 3
Developing Tactics
to drive engagement + conversion
© 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
© 2015 · all rights reserved
One tactical framework…
27
© 2015 · all rights reserved
Another Tactical Framework…
28
© 2015 · all rights reserved
Marketing Mixology
29
+
vegasseven.com/2013/10/02/
mixology-awards-2/
+ +
© 2015 · all rights reserved
Proceed with caution.
30
+
http://vegasseven.com/
2013/10/02/mixology-awards-2/
+ +
© 2015 · all rights reserved
Useful tools
31
planning
Search Engine Marketing (SEM) analytics
social/viral lift
destination
segmented emails sponsored posts
© 2015 · all rights reserved
Staying on top of the trends
32
an overview of

Digital Marketing
Part 4
Q&A
about anything we’ve discussed
an overview of

Digital Marketing
And scene.
Thank you!
let’s keep in touch
seth@familian1.com // @sfam
© 2015 · all rights reserved
Digital channels proliferate
35
© 2015 · all rights reserved
SEM: Targeting + precision + budget
36
© 2015 · all rights reserved
SEO: strength in coding + creative
37
© 2015 · all rights reserved
Retargeting: tracking technology
38
© 2015 · all rights reserved
Affiliates: inbound monetization
39
© 2015 · all rights reserved
Social: network effects
40
© 2015 · all rights reserved
Email: timing + relevance
41
© 2015 · all rights reserved
The art of timing
42
© 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
© 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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Digital Marketing Trends, Analytics + Tactics

  • 1. an overview of Digital Marketing trends · analytics · tactics a presentation for KQED // August 26, 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. © 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. © 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. an overview of
 Digital Marketing Part 1 Emerging trends in the digital marketing landscape
  • 6. © 2015 · all rights reserved User More Users Indirectly engages Indirectly engage Customers v. users 6 Customer More Customers The Brand Revenues Engagement
  • 7. © 2015 · all rights reserved Customer understanding 7 Afternoon w/Kids Date Night Personal Research
  • 8. © 2015 · all rights reserved Different value props often compete for “fit” 8 Date Night
  • 9. © 2015 · all rights reserved Customer understanding 9
  • 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. © 2015 · all rights reserved Inbound v. outbound 11 source:http://mashable.com/2011/10/30/inbound-outbound-marketing/
  • 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. © 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. an overview of
 Digital Marketing Part 2 Analyzing Audience with Google Analytics
  • 15. © 2015 · all rights reserved How Google Analytics (GA) works 15
  • 16. © 2015 · all rights reserved Fundamental Traffic Metrics (7 total) 16
  • 17. © 2015 · all rights reserved Audience describes people 17
  • 18. © 2015 · all rights reserved Acquisition describes sources 18
  • 19. © 2015 · all rights reserved Let’s explore a higher-volume site… 19
  • 20. © 2015 · all rights reserved Real-Time Tracking 20
  • 21. © 2015 · all rights reserved Behavior describes content 21
  • 22. © 2015 · all rights reserved Spike Analysis via Traffic Source/Medium 22
  • 23. © 2015 · all rights reserved Spike Analysis via Traffic Source/Medium 23
  • 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. an overview of
 Digital Marketing Part 3 Developing Tactics to drive engagement + conversion
  • 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. © 2015 · all rights reserved One tactical framework… 27
  • 28. © 2015 · all rights reserved Another Tactical Framework… 28
  • 29. © 2015 · all rights reserved Marketing Mixology 29 + vegasseven.com/2013/10/02/ mixology-awards-2/ + +
  • 30. © 2015 · all rights reserved Proceed with caution. 30 + http://vegasseven.com/ 2013/10/02/mixology-awards-2/ + +
  • 31. © 2015 · all rights reserved Useful tools 31 planning Search Engine Marketing (SEM) analytics social/viral lift destination segmented emails sponsored posts
  • 32. © 2015 · all rights reserved Staying on top of the trends 32
  • 33. an overview of
 Digital Marketing Part 4 Q&A about anything we’ve discussed
  • 34. an overview of
 Digital Marketing And scene. Thank you! let’s keep in touch seth@familian1.com // @sfam
  • 35. © 2015 · all rights reserved Digital channels proliferate 35
  • 36. © 2015 · all rights reserved SEM: Targeting + precision + budget 36
  • 37. © 2015 · all rights reserved SEO: strength in coding + creative 37
  • 38. © 2015 · all rights reserved Retargeting: tracking technology 38
  • 39. © 2015 · all rights reserved Affiliates: inbound monetization 39
  • 40. © 2015 · all rights reserved Social: network effects 40
  • 41. © 2015 · all rights reserved Email: timing + relevance 41
  • 42. © 2015 · all rights reserved The art of timing 42
  • 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. © 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)