Presented by
Dale Bertrand, President, Chimaera Labs
Intro to Digital Marketing
Dale Bertrand
• Engineering background
• Built a super computer for the NSA
• Recruited to an MIT start-up to doonline marketing
• Run Chimaera Labs
• User generated content• Keyword targeting• Email and content strategy
We helped GrabCAD grow from from 10,000 to 2.5 Million registered users
What Does Success Look Like?
Content and Link Building Recommendations
Objective First Framework
What is Digital Marketing?
What is Digital Marketing?
Digital marketing is the promotion of products or brands in electronic media.
Why I Love Digital Marketing
• Constantly evolving
• Measurable
• Drive revenue
• High demand
• I love technology• Ability to work in many industries
Rapidly Changing Landscape
Credit: James Currier of NFX and updated by Peter van Sabben
Digital Marketing Channels
Credit: Brian Balfour, www.coelevate.com
Growth Tactic Lifecycle
How Digital Marketing Changed the Advertising Game
Advertise on TV and hope Mikey’s mom sees it.
Back in the day…
Demographic Targeting
Reach Mikey’s mom by targeting:• Women• Between the ages of 25
and 35…• In parenting magazines
or women focused cable networks.
Micro-targeting by Search Intent
Target Mikey’s mom the instant after she types “cereal coupon” into Google.
Targeting Example: Alec Brownstein
• Goal: Land a Job at Y&R in New York City• Strategy: Advertise on Google targeting the
names of 5 executives at the firm• Result: 4 interviews and 2 job offers
• Cost: $6.00
Measurement and Behavior Tracking
Measure Everything and Iterate
Meet Emily: A Mother Searching for the Perfect Preschool
Tracking People Online
Tracking People Online (2)
Example Online Campaign
Client:
Goal: Generate leads for online B2B video production service
Campaigns: • AdWords advertising• Webinars• Display ads in email newsletters• Cold calling a Chamber of Commerce list• Content marketing (ebook)• Partner program (camera stores)
Results
19 losing tactics and 1 winner (helpareporter.com email advertising)
Takeaways
• Expect a lot of failure• One winning campaign could be a game changer
Evolution of a Landing Page
Afteraseveralmonths
27
RecentLandingPage
28
Content Marketing
30
Marcus SheridanPool guy turned content
marketing guru
Marketing Success Story
The Long Tail of Keyword Demand
Analytics Pitfalls
(show example analytics account)
PPC Channels
Search:
Display:
Social:
(show example AdWords account)
Advantages of PPC
• A small budget can go a long way• Pay only for engagement• Highly scalable• Easy to test and refine targeting