synergize your online platforms

Synergize Your Online PlatformShane O’Neill - Vice President - Fruchtman Marketing

Synergize Your Online Platform

Why Online Is So Important

• Consumers are engaging with digital media across an

increasing number of platforms, with mobile being the

single most significant change in this landscape since the

invention of the internet.

• As digital platforms continue to emerge, media

fragmentation will only accelerate, creating the defining

marketing challenge of this era.

• The HBO Go effect.


Why Online Is So Important

The Growth of Online Marketing is Light

Speed

• Up to 25% of marketing budgets are digital

and increasing.

• Scalable and trackable ... proven ROI.

• US smartphone users grew by 24% in 2014.

• Nearly all consumers (97 percent) now use

online media when researching products or

services in their local area.*

* BIA/Kelsey and ConStat


The Growth in Mobile

Since the introduction of the iPhone in 2007, mobile devices and the way consumers shop have been the primary driver of the explosive growth seen in digital marketing.

• They allow consumers to be online like never before.

• Created new opportunities to capture the consumer through digital branding.

• Allows retailers to develop relationships no matter what stage of the buying cycle the consumer is in.


Let’s Case Study Millennials•

Around 15 - 34 years of age

•

Ok engaging with ads, as long as not deceptive

•

They connect via digital and social media

•

Expectations are high

•

Luxury represents what they “can” achieve, not what they “have” achieved.

•

They are waiting longer to get married.

•

About 33% want custom (The Knot Survey)


Huge Generational Gap Relating to Brands

Respondents who say brands play essential role in their lives (%)

#1 Most important brand characteristic: Hight-quality products


What You Should Focus On

• Reaching new consumers online

• Custom Design?

• A constantly changing and upgraded website experience

with pricing.

• Web surfing at the counter.

• Building up your reviews online.

• Integrating celebrities with in-case signage and other

visual methods of communications, like eblasts.


So What’s Your Message?

• First, figure out who you are and what you do best.

• Website SEO has a lot to do with content. Optimize to

message.

• How do you set yourself apart with your marketing?

• Are you consistent in your messaging?

• For our session today, we’ll focus on Custom.


So What’s Your Message?

Not Available AtMain Street Jewelers

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Find out what we can custom design for you; not available anywhere else.


Your Website “Storefront”

As consumers connect like never before, expectations have skyrocketed. They demand content and a seamless viewing experience regardless of the device they are using.

• In most cases, first exposure to your store.

• Want to browse, shop and price.

• Decision to visit the store can be determined.

11


Your Website Hub


Remember to Consider Mobile

It’s important remember that the mobile experience is vital

consideration and makes up half or more of online viewing.

• 70% of calls, store visits, or purchases happen within 1 hour

from consumers who search via mobile.

• Emails are opened from 55% - 85% on mobile devices.

• Think about how it effects media placement.


Facebook & Other Social Channels

Understand that social media opportunities typically revolve around branding and that’s why message is important.

• What does the social channel do and who does it reach?

• Focus on most effective channels.

• Very similar to print or billboard advertising... eyeballs.

• Think about moving categories. Consistency of message.

• Realize success usually involves media buys.

• Understand buying cycles and capitalizing on message.

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Facebook Creative and Message


Paid Search

Campaign 3 Campaign 4CustomCampaign 1

Ad Group 1

Ad 2

Ad 2

Fashion

Ad 2

Ad 2

Engagement

Ad 2

Ad 2

Ad Group 1

Ad 2

Ad 2

Ad Group 1

Ad 2

Ad 2


Paid Search Phrase match"custom jewelry design"your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it.local custom jewelry design

Exact match[custom jewelry design]your ads can appear when someone searches for your exact keyword, without any other terms in the search.custom jewelry design

Negative match-costumePrevents your ad from showing to people searching for unwanted terms.costume jewelry

More than just keywords

Broad matchcustom jewelry designYour ad may show if a search term contains your keyword terms in any order, possibly along with otherslost jewelry was custom design

Broad match modifiercustom +jewelry +designYour ads can only show when someone's search contains those modified terms, or close variations of the modified termslocal jeweler custom design

17


Retargeting

98% of visitors leave your site without converting. Retargeting let’s you re-connect to those visitors with ads as they browse other websites.


The Art of Being Found

As customer loyalty has eroded over the years, giving way to

pricing and trust, the ability to be found online has become

essential in acquiring new customers. Most retailers have

multiple digital assets other than their website, including

social media or other online profiles. Connecting and building

out these other assets are also important.


A Word on Local SEO

Each year, Google changes its search algorithm around 500–600 times. Most small. Google still controls around 67% of online search. Here a a few things YOU can focus on.

• Starts with a well built site.

•Create Original, Quality Content.

• Claim and connect your Google business page. Also, utilize Google Analytics and Webmaster Tools

• Mobile optimization.

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To Wrap It All Up

• Times are changing and so are customers.

• What worked in the past might not work in the future. Adapt.

• Find your own unique voice and message.

• Be strategic, digital media channels all have unique

functions.

• Understand the vital importance of your website.

• Connect all your digital assets.

Thank You for Attending!Visit me at the Idea Center from 4:00-6:00 pm

See what we can do for you at:

fruchtman.com

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