Export University Digital Marketing 101
19
The Borderless Internet: Your Marketing Gateway to Customers Home and Abroad K. Melissa Kennedy Innovative Marketing Pioneer Ester Mae Marketing May 16, 2013
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This presentation was a brief introduction to digital marketing for small and medium businesses in NC considering exploring international exporting, hosted and sponsored by the US Commercial Service within the Department of Trade.
Transcript of Export University Digital Marketing 101
The Borderless Internet: Your Marketing Gateway to
Customers Home and AbroadK. Melissa Kennedy
Innovative Marketing Pioneer
Ester Mae Marketing
May 16, 2013
In This Presentation
Why Digital Marketing Matters? Both Domestic and International
Speed Digital Marketing Workshop Website Search Email Video Social Media Mobile
Summary
Why Digital Marketing Matters? Both Domestic and International
PURCHASE DECISIONS START ONLINE
“80% of buyers research online
to inform purchase.”
~PWC2012
The Borderless Internet: Your Marketing Gateway to Customers Home and Abroad
Billions of Customers Waiting
2.4 Billion Internet Users Worldwide =
2.4 Billion Prospects
2.2 BILLION email users; 144 BILLION email traffic per day
634 MILLION Websites; 51 MILLION added in 2012 alone
40 BILLION hours of video watched on YouTube per month
Now more than 1 BILLION users on Facebook – 2.7 Billion Likes a Day
1.2 TRILLION Google Searches in 2012
200 MILLION active users on Twitter
1.1 BILLION smartphone users
Global Business Reality
Digital Marketing 101
Where to start?
Well-defined Business Goals
Website
Search
VideoSocial
Mobile
Digital Marketing Components
Your website is the virtual front door
Top 3 priorities for Website Create simple, easy navigation Educate thru content Call to Action
Open Source, Self Publishing Tools & Inexpensive Hosting make it possible
Online Presence: Your Website
“Google” is now a verb in the dictionary
2 Types of Search Paid Organic
Top 3 Priorities for Search Think like a customer/user Keyword-rich content Experiment
Online Presence: Search
Email is still best e-media for sales conversion
Top 4 Priorities for Email Opt In – Permission #1 Subject line matters most Consistency in frequency Personalization
Online Presence: Email
Video offers a dynamic virtual introduction
Top 3 considerations for Video Shorter the better – 60
seconds sweet spot More engaging Higher responses
Online Presence: Video
Social Media: Think online cocktail party
Top 4 Considerations for Social Media Engagement –
Conversation Transparency and
authenticity Consider your audience
and prioritize Content is king
Online Presence: Social Media
Tablets and smartphones crushing it
Top 3 considerations for Mobile Screen size is smaller Different options for
interaction What action do you want
your prospect/customer to take?
Online Presence: Mobile
Marathon Mentality
Small steps to
success!!
Your customers are online Digital Marketing solves many geographic issues Start with business goals Website is your virtual hub Drive traffic thru other channels
Search, Email, Video, Social, Mobile Don’t forget it is a conversation
Summary
K. Melissa KennedyResults-Oriented Marketing Pioneer
@kmelissakennedyhttp://[email protected]
www.linkedin.com/in/kmelissakennedy
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