Creating a Digital Marketing Strategy

Transcription

1 Creating a Digital Marketing Strategy

2 Digital Natives Disrupt, Transform and Drive By 2020, 40% of U.S. population will be Digital Natives and will account for 39% of the nation s personal income Thomas Suarez, 12-year-old developer, giving a TED Talk Page 2 Sources: Digital Device Usage, Pew Research, The State of Millennials, 2011, Javelin Strategy & Research

3 1 out of 8 banks say they have the digital marketing skills they need EFMA/WIPRO Page 3

4 Page 4

5 Over 40% of financial marketers budgets are allocated to digital MARTINI MEDIA Page 5

6 2014 THE FINANCIAL BRAND Online tools used by financial marketers Page 6

7 Marketers have to think about technology Page 7

8 The new marketing and sales funnel Page 8

9 8 Digital skills for financial marketer 1. Personalization and Retargeting 2. Search Engine Marketing 3. Search Engine Optimization 4. Digital Advertising 5. Social Media 6. Mobile Marketing 7. Marketing 8. Landing Pages Page 9

10 Personalization & Retargeting Page 10

11 Traditional Shopping Path Is Transforming Page 11

12 Read The Signals Page 12

13 Behaviours Can Be Personal.COM Kenilworth - IP High End IMac Investment News Customer Data Page 13

14 Site Serving ads to people who visited your website Page 14

15 Serving ads to people who opened your Page 15

16 Search Serving ads to people who searched your keywords Page 16

17 Google Search: Home Loans Page 17

18 Landing page from Adwords Page 18

19 Page 19

20 Low cost tools Page 20

21 Page 21 Match creative to target

22 Align ads with buyer journey Page 22

23 Rotate creative and A / B testing Page 23

24 Search Search Engine Marketing Marketing Strategy Page 24

25 What is your content search strategy? Changing the Conversation Page 25

26 Average Bid for Keywords on Google AdWords Page 26

27 Spyfu.com Page 27

28 Page 28 Specific campaigns by product and service

29 Page 29 Specific landing pages

30 Page 30 Geographic targeting

31 Page 31 Target mobile users

32 Page 32 Test multiple campaign ideas and ad versions

33 Page 33 Real-time tracking of results and ROI

34 Beware keyword DENSITY Page 34

35 Page 35 Remember to socialize

36 Page 36 Be sure website copy copy is error-free

37 Page 37 Ease of navigation matters

38 Page 38 Include easily seen, powerful calls to action

39 Page 39 Know your most-popular pages

40 Online Advertising Digital Advertising Page 40

41 Know your audience Quality vs Quantity Page 41

42 4x Consumers who say online vs. TV ad influenced card decision Page 42

43 32% of financial institutions are shifting TV dollars to online video MARTINI MEDIA Page 43

44 Local options Third parties for heavy lifting Page 44

45 Find sites that appeal to targeting demo and psychographics Page 45

46 Adjust ad placements based on hourly, daily and weekly goals Page 46

47 Page 47 Test creative Optimize other channels

48 Social Media Advertising Social Media Selling & Advertising Page 48

49 New Sales Model Page 49

50 Listening Page 50

51 Networking Page 51

52 Social Cues Page 52

53 Right Connection. Right Content Page 53

54 Why engage in social? Community users last Brand awareness More personal than website and even surprise! brick and mortar Page 54

55 Page 55

56 GoBank Promotion Page 56

57 Page 57 Twitter engagement

58 Amex synch with Twitter Page 58

59 You can sell on Facebook Page 59

60 Page 60 Marketing on Mobile Devices Mobile

61 Device Agnostic Channel Approach Page 61

62 95% of smartphone users look up local information Page 62

63 61% of them then call the business from their smartphone Page 63

64 and 59% of them say they visit that business. Page 64

65 Page 65

66 Page 66

67 Don t just mobilize. Mobileoptimize. Page 67

68 Page 68 Optimize local content

69 Calls to action with click-to-call functionality Page 69

70 Marketing Page 70

71 Revenue as a viable revenue stream Promo Check Out Abandonment Page 71

72 3x Consumers who say is more influential than TV Page 72

73 Page 73

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75 Page 75

76 Offline and Online Onboarding Mass Media Direct Mail Onboarding Video Engagement Video Targeted Online Online Advertising Social Engagement Digital Retargeting Mobile Capture Welcome Mobile Text Activation Mobile Text Social Acquisition Social Engagement Targeted Online Targeted Online Page 76

77 To Implement Today: TIPS 1. Become a marketing and data technologist 2. Implement a retargeting campaign 3. Document top keywords for your site and your competition s sites 4. Do something with mobile that isn t mobile banking 5. Unlock revenue opportunities from social media Page 77

78 3 Predictions for More digital leaders in the boardroom 2.Disrupter organizations will take a bigger piece of the bottom-line 3.The mobile wallet will become the mobile YOU Page 78