Learn how to improve your digital marketing efforts to drive more visibility, engagement and sales this online holiday shopping season. Angie Pascale, Indaba Group's Director of Marketing, shares tips on leveraging and integrating owned, earned and paid media campaigns. Tips include creating a deals page, running smart, segmented email campaigns, developing valuable content, leveraging advanced Pinterest features, responding to reviews, running retargeting campaigns and much more. Check out more useful info and tips on digital marketing, ecommerce and web development at Indaba Group's blog: http://www.indabagroup.com/blog.

1. Making the Most of Your Digital Marketing
This Holiday Season
Indaba Group
October 23, 2014

2. The Traditional Mental Model of Marketing
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

3. The New Mental Model of Marketing
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

4. In 2010, we needed information from 5.4 sources before making a purchase.
By the end of 2011, we needed 10.4.
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

5. The Path To Purchase is not linear.
It’s created by consumer and influenced by numerous social and brand inputs.
Decision Advocacy
Awareness
Interest Validation
Content
Research

6. Approach to Digital Strategy
Approach to Digital Strategy
Owned, earned and paid channels are all necessary and work together to form the
basis Owned, of a marketing earned and strategy paid channels that's are meant all necessary to drive and work traffic together and customer to form the growth.
basis of a
marketing strategy that's meant to drive traffic and customer growth.
Owned: Extension of your brand. Used to
execute campaigns, promote content and to
create more word of mouth and engagement.
Earned: Can’t pay for it, but more authentic
because it’s from trusted friends and family.
Paid: Use wisely and always be testing. Fuel
your funnel, identify funnel leaks and find new
customers.
OWNED
Website
Blog
Email
Social Channels
Mobile
EARNED
Reviews
Mentions
Posts
Shares
PAID
PPC
Display
Retargeting
Paid Social
Paid Influencers
Affiliates
Owned: The channels that you build, nurture and optimize are an
extension of your brand. These are the channels that need to grow over
time and the one that should be warranting increased investment over
time. Owned channels are used to execute campaigns, to promote great
content and to create more word of mouth and engagement.
!
Paid: Use wisely and always be testing. If you can find a cost effective
paid channel (i.e. profitable or break-even contribution margin) spend
up as quickly as you can and take advantage of that 'find'. Otherwise, use
this channel with caution and use it primarily to fuel your funnel, identify
funnel leaks and find new customers.
!
Earned: It's essentially Word-of-Mouth. Most marketers resort to paying
for earned media via big investments in PR. Awareness of your company
will spread faster and will be more authentic coming from customers
than it will from the media, so take advantage of these ‘sharing’ tactics.

7. Owned Media

8. Focus on Keywords
– Use AdWords and GWT to learn what’s working
currently and what has worked during previous
holiday peaks
– Include “deals” and “Cyber Monday” themed
keywords in paid and organic
– Look at Google Trends to see how it’s changing

9. Create a Deals Page

10. Ensure Your Site is Optimized
– Check GWT for site errors
– Ensure meta and structured
data are updated
– Ensure social sharing buttons
are included and optimized
– Use http://smo.knowem.com to
check social optimizations

11. Develop Content
• Create a Gift Guide
• Create specific product
categories (e.g., “Kids Toys
Under $20”)
• Lots of blog and resource
pages related to the
holidays

12. Blog Content Ideas
• Long-tail Keywords – write blog using long-tail
keywords that don’t have a place on your
main site
• Social Data Mining – find out what users are
saying about your brand, products and
competitors.
• Q&A Sites – Find questions specifically
about your brand/products and write blogs
to answer them.
• Pinterest - Go to
www.pinterest.com/source/
www.yoursite.com and see what boards
people are pinning your products on.

13. Email Is Still Important
44% of email recipients made at least one purchase based on a
promotional email.
– Segment email database and send personalized messages
– Optimize for mobile experience
– Plan series of emails, not one-off messages
– Prioritize CTAs and send limited-time offers
Source: Convince and Convert, 2013

14. Earned Media

15. Make It Easy to Share

16. Leverage Pinterest
Categorize pins and boards as “Gifts”
Use Rich Pins to add pricing and other details from
website.

17. After seeing how a brand
responds to a review,
71% of consumers
changed their perception
of the brand.
79% of consumers trust
online reviews as much
as personal
recommendations.
Sources: BrightLocal, 2013; BazaarVoice, January 2014

18. Focus on Reviews
• Allow users to review products on site
• Implement review schema
• Respond to negative reviews with
genuine and actionable message

19. Paid Media

20. Run Google Shopping Feed Ads
– Create a Google Merchant
Account
– Enable products for feed
– Submit feed to Google Shopping;
required attributes for all
products:
• ID
• Title
• Description
• Link
• Image Link
• Condition
• Price
• Availability

21. Retargeting Is Essential
Customers often use search and social to research purchases well in advance of making a
purchase.
Retargeting allows your brand to remain top of mind and draws these users back to your
site when they are ready to make purchase.
Facebook, Twitter and Google are great places to start with your retargeting efforts.

22. Types of Retargeting
Cookies
Pixel-­‐based
method
used
by
majority
of
networks.
Issues
with
several
users
accessing
same
machine
or
browser.
IDs
Based
on
social
networks
that
users
are
signed
in
to.
Allows
for
cross-­‐device
retarge?ng,
but
limited
by
few
channels.
Search
Based
on
search
behavior.
Great
for
driving
new
users
to
site.

23. Run Paid Social Campaigns
Massive user networks, micro-targeting
options and low CPCs make paid social
media campaigns extremely desirable.
Run campaigns on Facebook, Twitter and
Pinterest to drive awareness, engagement
and sales.

24. Owned
Media
Know
Your
Keywords
Create
Deals
Page
Op?mize
Your
Site
Develop
Lots
of
Content
Smart,
segmented
email
Earned
Media
Make
It
Easy
to
Share
Advanced
Pinterest
Usage
Focus
on
Reviews
Paid
Media
Google
Shopping
Feed
Ads
Retarge?ng
Paid
Social

25. FIND ME
Angie Pascale
Director, Marketing
angie@indabagroup.com
@angiepascale
about.me/angiepascale
IndabaGroup.com
@indabagroup
facebook.com/go.indaba

26. THANK YOU!