Digital Marketing: Advice & Tips

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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 of Digital Marketing: Advice & Tips

  • 1. Digital Marketing
    Advice & Tactics
    Paul M. Di Gangi, Ph.D.

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
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
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.
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.
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


  • Mathematically-based approach to assigning a level of popularity or preference for a specific site over another