This was part of a course I am teaching with Robert O'regan at Hofstra University that is aimed at helping small and medium sized businesses integrate digital marketing strategies into their marketing strategies.

1. Getting Engaged:
Harrison Leifer DiMarco
Digital & Social Media Marketing
Branding
Harrison Leifer DiMarco
100 Merrick Road, Suite 516E
Rockville Centre, NY 11570
(516) 536-2020 | www.hldnow.com
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Introductions....
Frank Dinolfo
Director of Digital
Marketing Robert O’Regan
Media Director
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Schedule
Week 1
Intro to Digital Marketing
Week 2
Social Media, including Facebook, LinkedIn, Twitter, and YouTube.
Week 3
Mobile Marketing, including text, SMS, banners, and QR codes.
Week 4
Mobile Apps, Video, Location-Based Marketing, including Foursquare,
Scavenger and others.
Week 5
Group Buying/Deal-of-Day, including Living Social, Groupon, Newsday and
Facebook Deals.
Week 6
Website functionality, blogs, and content management.
Week 7
Search Marketing - Pay Per Click / Search Engine Optimization
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What Is This Session About?
What is Current
Engagement Trends Tactics Key Points
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What Is This Session About?
What is Current
Engagement Trends Tactics Key Points
Questions are
welcome throughout,
but we have time at
the end as well
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Engagement
• Engagement is getting your audience
to interact with your branding and
marketing messages.
• One of the most direct ways to
engage customers is through their
mobile devices.
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Traditional Advertising Channels
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Traditional Advertising Channels
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Traditional Advertising Channels
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Traditional Advertising Channels
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Information Overload
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Information Overload
• 1Billion Web sites
• Over 100k iPhone/Android apps
• 11k Radio Stations
• 6,000 Magazines
• 300+ TV Stations
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Shift in Advertising Spending
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Shift in Advertising Spending
• Print is down 15% to 20%
• TV and Radio is down 10%
• Online and Mobile is up roughly 15%
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Shift in Advertising Spending
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What is a “Smart” Phone?
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What is a “Smart” Phone?
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Current Trends
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Current Trends
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What is Mobile Advertising?
• Placing a message promotion or
sponsorship in different properties
that make the mobile web.
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Social Media
• http://youtu.be/QzZyUaQvpdc
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QR Code
• Been around since1994
• Highly prevalent in Asia
• Just starting to take off in the U.S.
• Provides immediate access to relevant
content
• Opt-in tool to engage customers
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Text Messaging
• 53% of mobile users
communicate via SMS everyday
• Since 2008 mobile users have
communicated more through text
than phone calls
• They have nearly a 100% open
rate.
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Text Message Executions
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What are the Top 3 Search Engines?
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What are the Top 3 Search Engines?
1.
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What are the Top 3 Search Engines?
1.
3.
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What are the Top 3 Search Engines?
1.
2.
3.
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Why YouTube?
• YouTube is the #1 video service Web site.
• The #4 overall site after google, facebook
and Yahoo!
• Content is now your most powerful
marketing tool.
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Custom Youtube Pages
• http://www.youtube.com/user/BPplc
• http://www.youtube.com/user/Ameriprise
• http://www.youtube.com/user/statefarm
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GeoSocial Apps
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GeoSocial - Specials
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GeoSocial - Specials
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GeoSocial - Specials
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Geo-Location - Badges
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Geo-Location - Badges
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Geo-Fencing
• Building a virtual “fence” around a
property.
• Users receive mobile communication
if inside a “fenced” area.
• This helps drive foot traffic.
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Mobile Apps
• On Average each “smart” phone has
27 apps installed.
• It’s not kids - Target audience is 35-45
years of age.
• Apps Per Platform:
• iOS - 350,000+
• Android - 100,000+
• Blackberry - 100,000+
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Mobile Apps
• Most popular categories are:
• social networking
• music and entertainment
• mail/messaging
• Education/employment
• Weather
• Sports
• Maps
• news/current events, and travel
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Key Points
• One way marketing is no longer
effective by itself.
• Engagement tactics do not replace
traditional marketing.
• They enhance them it.
• These tactics work within your current
marketing budget.
• If you aren’t thinking about these
tactics, your competitors are.
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Get in Touch
Frank Dinolfo
Dir. of Digital Marketing
Robert O’Regan
Twitter: @dinofrank Media Director
Email: frank@hldnow.com
Twitter: @rob_oregan
Email: roregan@hldnow.com
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