1. DIGITAL MARKETING SERVICES FOR YOUR BUSINESS ftlmedia.com

2. TASK  Each slide focuses on a different aspect of digital marketing.  In groups, brainstorm the answers to each questions.  Draw from your own knowledge to elaborate the concepts presented YOU are the marketing experts!  Make note of key vocab items. ftlmedia.com

3. KEY POINTS What is Digital Marketing? Why are People going Online? Benefits of Digital Marketing What does Digital Marketing Consist of? Search Engine Optimization (SEO) Pay Per Click (PPC) Social Media Marketing (SMM) Digital Marketing Measurement How Digital Marketing Evolved ftlmedia.com

4. WHAT IS DIGITAL MARKETING?  Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. ftlmedia.com

5. WHY ARE PEOPLE GOING ONLINE? For information on a new product, service or location With the constant growth of the web, and more people getting connected every day, digital marketing has become a necessity for many organizations. This also includes small businesses that want to trade online and make a name for themselves on the web. The web is crowded with information. If you have a website, how can these people reach you? What are the benefits of digital marketing? ftlmedia.com

6. WHAT ARE THE BENEFITS OF DIGITAL MARKETING? Over Traditional marketing Puts the consumer in control Provides convenience Drives brand loyalty Reduces the selling cycle Builds your brand It is measurable It is cost effective ftlmedia.com

7. DIGITAL MARKETING OBJECTIVES To obtain your commercial enterprise venture and goals at the web, you need specific digital advertising and marketing objectives that guide your on-line promotional activities. each marketing campaign you create and all commercials which you run should be in line with your marketing objectives and be applicable for your goal marketplace. Your virtual advertising targets must be clever (unique, Measurable, manageable, applicable and Time associated); and you should benchmark in opposition to your competitors to make certain which you are more effective. ftlmedia.com

8. HERE ARE 5 IMPORTANT OBJECTIVES TO INCLUDE IN YOUR MARKETING STRATEGY:  1. Increase sales  2. Improve conversion rate  3. Percentage of return visitors  4. Organic traffic volumes  5. Reduce bounce rate ftlmedia.com

9. WHAT DOES DIGITAL MARKETING CONSIST OF? Key components Website Design (User Experience) Search Engine Optimization (SEO) Pay Per Click (PPC) Social Media Marketing (SMM) Email Marketing Display Advertising (Banner Ads) Let's look more closely at some of these key components. ftlmedia.com

10. WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)? SEO Definition SEO stands for Search Engine Optimization, That much has stayed the same. It refers to techniques that help your website rank higher in search engine results pages (SERPs). This makes your website more visible to people who are looking for solutions that your brand, product, or service can provide via search engines like Google, Yahoo!, and Bing. What hasn't stayed the same are the techniques we use to improve our rankings. This has everything to do with the search algorithms that these companies constantly change. ftlmedia.com

11. WHAT IS PAY PER CLICK (PPC)? PPC Definition Pay Per Click marketing (PPC for short) is a model of advertising that allows marketers to pay only when their ad is clicked by an online user. Search engines like Google and Bing make pay per click advertising available on an auction basis. To show an ad on a search engine results page (SERP), marketers create ads and then bid on specific search phrases for which to show them. These pay per click ads will then appear above and below the non-paid organic search results and you’ll pay the search engine for every time a user clicks on your ad, regardless of the total number of times the ad was shown. ftlmedia.com

12. ADVANTAGES OF PAY PER CLICK (PPC)?  Very fast  Get targeted visitors within hours (sometimes minutes)  Can yield highly profitable results  Great testing platform and can be highly targeted Time of day Geographic area Keywords and phrases Immediate feedback ftlmedia.com

13. DISADVANTAGES OF PAY PER CLICK (PPC)?  No guarantees  Heavy competition  You pay regardless of any sales  Competitive keywords demand higher bids  Restricted to text and images ads  Traffic stops when you stop paying ftlmedia.com

14. DISADVANTAGES OF PAY PER CLICK (PPC)? Social Media Marketing Definition Social media is a medium or instrument for communication, like a newspaper or a radio. Social media = a Social instrument of communication. ftlmedia.com

15. ADVANTAGES OF SOCIAL MEDIA MARKETING (SMM)  Targeted traffic  High return on investment (ROI)  Does not require specialization or vast technical skills  Ability to do viral therefore high visibility  Cost effective (only time and effort) ftlmedia.com

16. DISADVANTAGES OF SOCIAL MEDIA MARKETING (SMM)  More time consuming than SEO and PPC  No short term ROI  Everything is public  Ineffective use = brand credibility loss ftlmedia.com

17. DIGITAL MARKETING MEASUREMENT ROI (Return On Investment) Many tools and systems are available to calculate our ROI and to measure the effectiveness of your digital marketing campaign. ROI tools  Google analytics  Google webmasters  Basic Google search  Google ad words  Social media monitoring tools WHICH IS THE MOST EFFECTIVE? Find out and tell us! ftlmedia.com

18. HOW DIGITAL MARKETING EVOLVED OVER THE YEARS? Back in the day, it was all about  Build a website  Build links, build more links, and build ever more backlinks  Hope it shows up in Google someday  Hope it displays on the results page with the right keywords (what people are typing in when they search)  It was like fishing and hoping you will get a catch. ftlmedia.com

19. With SEO. PPC was born - (Pay Per Click)  Build ads around keywords and pay for everyone that clicks the ad and visit your site  E.g. Google's Adwords (3 line ads that show up on the right/top of search results)  Microsoft's Adcenter  Yahoo's search marketing (Overture) ftlmedia.com