The most successful digital leaders are those Marketers who know how to navigate the existing landscape and opportunities to acquire and connect with customers. As new tech and channels emerge, others opportunities emerge even more quickly for connecting existing channels using proven strategies that maximize marketing ROI, cut through the noise and clutter of advertising, leverage best practices in data-driven marketing, and help your business grow. This fast-paced session will help you keep up-to-speed with the latest industry strategies, insights, trends, and predictions for successful current and future digital marketing tactics.

1. Kenneth Kinney
VP MARKETING & DIGITAL STRATEGY,
AI MEDIA GROUP
NEW YORK, NY ~ MAY 9 – 10, 2019 | DIGIMARCONEAST.COM
#DigiMarConEast
Digital Strategy
Master Class
MASTERCLASS

3. The most successful digital leaders are those Marketers who
know how to navigate the existing landscape and opportunities to
acquire and connect with customers. As new tech and channels
emerge, others opportunities emerge even more quickly for
connecting existing channels using proven strategies that maximize
marketing ROI, cut through the noise and clutter of advertising,
leverage best practices in data-driven marketing, and help your
business grow. This fast-paced session will help you keep up-to-
speed with the latest industry strategies, insights, trends, and
predictions for successful current and future digital marketing
tactics.
Digital Strategy Master Class

4. Challenges ahead….

7. What are you really measuring?

8. Is Content Still King?

10. Content Marketing Strategy
In 2018, only 39% of content
marketers have a documented
content marketing strategy. That
number, however, jumps to 65%
among top performing organizations.
(CMI & MarketingProfs)

11. Blogs
According to many
estimates, there are over 1.6
billion websites in the world
and more than 500 million are
recognized as blogs.
The authors from those
sites account for over 2
million blog posts daily.

12. • Why doesn’t your blog rank?
• Consistency
• Quality over Quantity
• Write to 1
• Problem solving
• Authentic
• Consider the author
Blogs

13. 1. Go to a keyword ranker
2. Type in your competitors’ URL(s)
3. Look at what ranks high for them.
4. Look for a keyword that has a low search but high cost per
click.
5. Go to Google and search for the keyword. Read the
articles in the top 10 to see what is ranking. Also look at
11-20.
6. Write a much better article that solves problems for
customers and is better than your competitor’s blog post.
7. Solve a problem. Don’t write the longest blog post.
8. Email publishers, influencers, and sites that share your
other posts. Ask them to link to it or share on their social
channels.
9. Get your employees to amplify your content.
10. Stop writing articles that suck!
Blogs

14. Email Marketing
Daily average number of emails for office workers:
Receives – 121; sends - 40
Percent of professionals name email as their favorite mode of
communication: 86%
Read on mobile devices: 66%
Considered spam: 49.7%
Average open rate for email sent in North America: 34.1%
Mobile open rate in U.S. for marketing email: 13.7%
Desktop open rate in U.S. for marketing email: 18%
Average open rate for political emails: 22.8%
Average length of subject line for the highest read rate: 61 to 70
characters
The top day for email volume is Cyber Monday.
Percent of mobile users who read an email based on its subject
line: 33%

15. Email Marketing
• Why do you design emails
using this?

16. Email Marketing
• When you read them with
this?

17. Podcasts
According to one estimate by
Edison Research, there are over
660,000 podcast shows.
As of February of 2018, there
were over 28 million episodes.
45% of podcast listeners have a
household income of over $75K.

18. Video and YouTube
• 1st YouTube video – April
23, 2005
• 400 hours of video are
uploaded every minute
• # of people who use
YouTube – 1,300,000,000
• Almost 5 billion videos are
watched on Youtube every
single day.

19. 4Chan: 22 million
Airbnb: 150 million users
Facebook: 2.320 billion users
Flickr: 90 million users
Google+: 111 million users (RIP)
Instagram: 1bn users
LinkedIn: 610 million users
MySpace: 15 million users
Periscope: 10 million users
Pinterest: 250 million users
Reddit: 542 million users
Snapchat: 186 million daily users
Twitter: 326 million users
Wechat: 1.12 billion users
Weibo: 600 million users
WhatsApp: 900 million users
Youtube: 1.5 billion users
#nonewsocialmediachannelsplease

20. Generally speaking, only ½ of 1%
are sharing your content.
Apparently They Don’t Care

21. Influencers
People simply trust people more than brands.

22. Employee
Engagement

23. Heroes

24. And then this happens….

25. Content Clusters
Option 1
1. Pick a topic/overarching theme
2. Look at the keywords and define
your clusters
3. Build and create clustered
content around that overarching
theme
4. Create your pillar page and
optimize
5. Add links between the pillar and
cluster pages that drives traffic
eventually back to your pillar
page that converts
6. Optimize
7. Test
8. Optimize again and again
Option 2
1. Pick a topic/overarching theme
2. Look at the keywords and define
your clusters
3. Find out which piece of your
current content ranks the
highest, gets the most traffic,
and converts best
4. Build and create other pieces of
content around that pillar piece
that supports the pillar content
5. Add links between the pillar and
cluster pages that drives traffic
eventually back to your pillar
page that converts best
6. Optimize
7. Test
8. Optimize again and again

26. Don't optimize traffic. Optimize traffic that converts.

27. Modeling
• First Click
• Last Click
• Linear
• Time Decay
• Position

28. Let Data Remove Bias

29. • Education
• Luxury Automotive
• Retail
Touches to convert by industry

30. • Education
• Luxury Automotive
• Retail
Days to convert by industry

31. Your customer took the road more optimized….

32. Touches

34. According to the Content
Marketing Institute and
MarketingProfs, 75% of content
marketers report using
technology to gain insight into
how their content is performing,
while only 56% use it to gain
insight into audience
preferences and behavior.
Technology Stacks

35. 1. Adobe Creative Cloud (Adobe)
2. WordPress (Automattic)
3. Google Docs (Google)
4. Canva (Canva)
5. Drupal (Drupal Association)
6. SharePoint (Microsoft)
7. Sitecore Web Experience Manager (Sitecore)
8. Curata Curation Software (Curata)
9. InVision (InVision)
10. LiveChat (LiveChat Software)
Top 10 Content Marketing Tools based on
CabinetM data:

36. They’re not your new friend.
They’re there to point us in the right
direction.
Bots

37. Game Changer for Video

38. Gig = 1 Brick
Data Produced per Day in 2018 = 33 Zettabytes
3.873 Great Walls of China per day
How Much Data
1 kilobyte = 1,000
1 megabyte = 1,000,000
1 gigabyte =1,000,000,000
1 terabyte = 1,000,000,000,000
1 petabyte = 1,000,000,000,000,000
1 exabyte = 1,000,000,000,000,000,000
1 zettabyte 1,000,000,000,000,000,000,000

39. How Clean Is Your Data?Data

40. If your data isn’t clean and accurate,
then it will significantly disrupt your
ability to measure campaign success
and/or failure.
How Clean Is Your Data?

41. Data Challenges Ahead

42. You have to know the audience
you’re targeting….but dive in
much deeper.
Target Audience

43. If you took off your logo, then would
people know you’re brand?
Not only is this a question about the
quality of your content marketing but
it’s also a Brand vs. Non Brand strategy
for your paid media and advertising.
The Differentiator

44. Why?

45. The Power of Brand

46. Voice

48. • Sprinklr
• Hootsuite
• Sprout
• Spredfast
• Reputation.com
• Reputation Management
Consultants
• Birdeye
• Podium
Reputation and Social Listening

49. Still one of the most underutilized
tactics for digital marketers to increase
leads and sales
Optimize, Optimize, Optimize

50. Find a Cause
that Matters

51. Got Talent?

52. Marketers MUST get
SMARTER!

53. You Are/Your Brand Is

54. Your customers don’t exist in silos.
Why do your marketing and
advertising efforts?

55. Omni

56. What problems
are you as a
brand and as a
marketer trying
to help solve for
your customer….

57. ….when we know that
those problems are
actually more complex
like this?

58. So why do we look at our
customers like this?

60. Challenge
The most important thing that
you should do today for every
marketing effort you make is
to FOCUS on your customer.
Help them solve problems.
Obsess on it.

61. ASharksPerspective.com

62. Kenneth Kinney
VP of Marketing and Digital Strategy,
Ai Media Group (aimediagroup.com)
Host of “A Shark’s Perspective”
Marketing Podcast
asharksperspective.com
/KennethKinney
@Kennethkinney

64. THANK
YOU!