digital marketing: advice & tips
DESCRIPTION
Guest lecture for the Stockholm School of Economics on May 10, 2011.This presentation also used the YEL program developed by Vincent van Witteloostuyn from the GfK Group.TRANSCRIPT
- 1. Digital Marketing
Advice & Tactics
Paul M. Di Gangi, Ph.D.
www.paulmdigangi.com
2. 3. I am an expert of many things
4. I am confident I can speak intelligently about the
5. But there are things that I am still learning
so we are in this together!
6. I
Start
w/
Questions
7. < 1 >
8. How do I put myself in the right mindset?
9. Web Marketing is about strategy
10. Start with your vision
11. Break it down to its core
12. Identify the right tools
13. To craft a story/message
14. Satisfied Customers
15. 2 heads are better than 1
Technology
&
Strategy
16. < 2 >
17. What tools are there?
18. Create a networked strategy
19. There are both front-end tools (e.g., specific technologies
such as blogs, social media, interface design) and back-end tools
(e.g., search engine optimization, web intelligence/analytics) that
help with your advertising campaign.
http://www.flickr.com/photos/jannem/3312115991
20. Back-end Tools
Getting your customers there first
21. Search Engine Optimization
Finding your diamond in the rough
22. Search engine optimization (SEO) is the process of improving
the visibility of a website or a web page in search engines via the
"natural" or un-paid ("organic" or "algorithmic") search
results.
How?
23. Web Crawlers
- Automated programs that search and index the Internet
Index Services (Open Directory Project & Google Webmaster
Tools)
- Services designed to manually create a presence on the Internet to improve visibility
Linking
- Mathematically-based approach to assigning a level of popularity or preference for a specific site over another