accessing the best marketing opportunities in history
TRANSCRIPT
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Accessing The Best Marketing Opportunities In History
A Guide To Engagement
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Marketing Evolution
The evolution of marketing has transformed how brands connect
with users in more powerful and meaningful ways.
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Marketing Timeline
Mid 1800’sFirst billboard ads
1892First direct marketing campaign
Sears sends out 8,000 handwritten postcards and receives back 2,000 orders
1920Commercial radio
1941First TV ads
1955psychologists research more effective ways to drive ads
1970The infomercial is born
1994First banner ads and PPC advertising
are launched and widely mocked
1997Google launches,
first mobile ads, & blogs
2000Google AdWords launches
with 350 users
2004Facebook
2005Google Analytics
2006YouTube & Twitter
2007Facebook ads
2010Viral advertising overtakes
traditional methodsOld Spice generates 30 million YouTube views
2014Mobile usage
exceeds desktop
Marketing has become more engaging and measurable
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Marketing Evolution
Today, digital marketing features the best opportunities to build engagement, increase visibility, and drive conversions
Targeting Accessibility Personalization Value
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Targeting
Today’s unique targeting features grant access to the behaviors, interests, and trends of audience segments and individual users. This allows marketers to create highly-focused and relevant content that increases conversion rates.
Targeting Features• Segmented• Geographical• Demographics• Behaviors• Interests• Look-a-like audiences A retargeted display ad will
encourage 1,000 percent more people to search for a product.
How To Leverage:1) Study audience data2) Define audience segments3) Leverage extensive targeting
features for search, social, local, and display ads
4) Create segmented campaigns with unique targeting and content
5) Track data and adjust
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Accessibility
Modern marketing allows brands to reach consumers across the globe 24/7 with targeted, relevant, and engaging content. With the surge in mobile usage, users are accessible anytime, anywhere.
Accessibility Features• Retargeting• Responsive design• Newsletters• Social media• Paid media• Blogs• Digital content• Mobile apps
How To Leverage:1) Define audience behavior
and locations patterns2) Develop comprehensive
marketing strategies that leverage complimenting mediums
3) Deliver unified content across multiple channels
4) Track engagement patterns and adjust
Consumers spend nearly 1/3 of each day online via phones,
tablets, laptops, and desktop computers
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Personalization
Consumer insights from data analysis provides deeper understanding of how audience segments behave. This allows for more valuable content creation, personalized to the needs of individual users.
Personalization Features• Device• Search keywords• Niche-focused content• Segmented ad campaigns• Landing pages• Retargeting• Visitor frequency• Social media • Email • Opt-in marketing
How To Leverage:1) Develop content customized
for the interests and pain points of individual users
2) Create smart CTAs that drive action
3) Share content across relevant channels that stimulate audience engagement
4) Monitor and respond with personalized content to build relationships
Personalized emails deliver 6X higher transaction rates, but 70
percent of brands fail to use them
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Value
Digital marketing tactics allow brands to reward customers for their time invested through entertainment, education, discounts, downloads, and personalized interactions. This creates a unique experience that builds relationships and positions brands above the competition.
Value Features• Community• Sharing• Contests & rewards• Webinars & video• Downloads• Brand advocacy
How To Leverage:1) Set measurable goals for your
content – define your give and take
2) Create content that offers value through education or entertainment
3) Leverage your digital assets to create a brand experience
4) Follow up with users to develop meaningful relationships
Using inbound tactics saves an average of 13 percent in overall
cost per lead
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Connecting With Strategy
Leverage these features with a comprehensive digital marketing strategy
Content Style• Bullet Style
Your brand must develop a comprehensive digital marketing strategy that utilizes these opportunities to build
relationships, boost engagement, and drive action
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Learn More
Want to learn how you can leverage the biggest opportunities in marketing history?
Check out our content• Learns
• Download: Social Customer Acquisition: Prospecting on Facebook• Download: Content Marketing in 2015
• Infographics• Download: How Can You Increase Mobile Engagement?• Download: Lead Generation via Social Media
• Blogs• Read: Why User Experience Is The Best ROI Strategy• Read: The 10 Must-Track Data Points For Digital Marketing ROI
Contact ZOG Digital
HEADQUARTERS18835 N. Thompson Peak Parkway
Scottsdale, Arizona 85255
D: 480 281 7581 | F: 480 284 7376
www.zogdigital.com
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