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Digital Marketing

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by

Vanessa Hughes

on 18 April 2016

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Transcript of Digital Marketing

When Should You Consider Digital?
At the start of planning a campaign
Digital Marketing

Targeting - Google Search & Display
Shocking Display Stats
You are more likely to complete NAVY SEAL training than click a banner ad.

Only 8% of internet users account for 85% of clicks on display ads.

You are more likely to get a full house while playing poker than click on a banner ad.

The average person is served over 1,700 banner ads per month. Do you remember any?
Benefits
Measurable
Going "Digital":
Reporting Metrics
CPC - Cost per Click
Digital Marketing: Makes use of electronic devices to engage with users
Digital Advertising, a.k.a. Online or Internet advertising: Uses the internet to deliver marketing messages to users.
E-mail marketing
SEM
Social Media
Display (banner ads)
Mobile
Key difference between digital and traditional advertising:
Buying an audience, not a property
A digital component should not be an after thought
Digital
TV
Print
Direct Mail
Print Collateral
Direct users to a web page specific to your product/service
Identified key online actions to engage users
Identified a specific goal or benchmark
Button Click
Video View
Request More Information
Download
CPM - Cost per Million Impressions
Page Traffic
Video Views
Conversions
CTR - Click Through Rate
Impressions
The Good, the Bad and the Ugly.
What makes Effective Digital Advertising?
Ads should be clear, engaging and persuasive. Whether it be clicking on an online ad or physically going to an event/service line/etc, information should be delivered quickly and with the intention for action.
A logo and/or contact information
All advertising should include:
An eye-catching image or graphic
A strong, attention getting headline
Advertising Checklist:
Have I chosen concise, necessary information?
Have I chosen a click-through that takes the user to the pertinent webpage for this ad (not just the homepage)?
Have I chosen copy to entice the viewer to click on the ad?
Do I think the ad looks good?
Would I click on this ad if I saw it?
Have I made sure that I have not tried to put too much copy in the ad?
What’s the difference between Google and Facebook?
Affordable
Real-Time Results
Target Audience
Not cheap or easy, but as you're more likely to reach your target audience, it's easier to line up goals with a reasonable budget
Platform - Search or Display network
Device
Location/Geo
Language
Website
Keywords
Your company's website -
Remarketing/Retargeting
Users are actively searching and then browsing the search results to find the content that best suits them
Facebook Advertising:
PAGE LIKES
Mobile Feed
Right Column
Desktop Feed
Design Guidelines:
• Image Size: 1,200 x 444
• No more than 20% Text
• Text: 90 characters
Facebook Advertising:

LINK PAGE
Mobile Feed
Right Column
Desktop Feed
Design Guidelines:
• Image Size: 1,200 x 628
• No more than 20% Text
• Headline: 25 characters
• Text: 90 characters
• News feed : 200 characters
Facebook Advertising:

ENGAGEMENT
Mobile Feed
Right Column
Desktop Feed
Design Guidelines:
• Image Size: 1,200 x 628
• No more than 20% Text
• Text: 90 characters
Send users to important sections of your website
When you boost posts you'll reach more people. Engagement can include likes on your post, comments, shares and photo views.
Google Display Sizes:
300 x 600
half-page ad
300 x 250
in-line rectangle
728 x 90
leaderboard
• 250 x 250 square
• 200 x 200 small square
• 468 x 60 banner
• 336 x 280 large rectangle
• 120 x 600 skyscraper
• 160 x 600 wide skyscraper
• 970 x 90 large leaderboard

Other sizes:
You are more likely to summit Mount Everest than click a banner ad.

You are more likely to birth twins than click a banner ad.

You are more likely to get into MIT than click a banner ad.

You are more likely to survive a plane crash than click on a banner ad.

About 50% of clicks on mobile ads are accidental.
Targeting - Facebook
Locations
Age
Gender
Languages
Relationship
Education
Work
Financial
Home
Ethnic Affinity
Generation
Parents
Politics
Life Events
Interests
Behaviors
Connections
Remarketing/Retargeting
Users are there for a different purpose, which means that the element of disruption comes into play.
Your ads now need to be louder and grab the attention of a user so they stop, and change their course of action to pay attention to your ad
What’s the difference between Google and Facebook?
Google Search Ad Format:
Headline: 25 char
Description Line 1: 35 char
Description Line 2: 35 char
Display URL: 35 char
Destination URL: 2048 char
Top ad
Side ad
Examples:
Digital Advertising: The Process
Campaign Request Form
4 weeks prior to start
Digital Campaign Overview
Reviewed and approved by manager/planner
Sent to AdShark to develop statement of work
Artwork & campaign copy or messaging
2 weeks prior to start
Web Support
Splash page
Vanity URL
Custom graphics (banners/buttons/video)
Tracking Code/Goal set up
Reporting
Full transcript