This MIT Enterprise Forum of Cambridge workshop covers the fundamentals of digital marketing, from choosing the right marketing channels to campaign execution. We'll cover strategies to de-risk your campaigns before investing significant time and money into your digital marketing efforts by evaluating channels before getting started. This workshop will focus on analytics, search engine marketing, pay-per-click advertising, social media advertising, content marketing and email marketing.
2. Dale Bertrand
• Engineering background
• Built a super computer for the NSA
• Recruited to an MIT start-up to do
online marketing
• Run Chimaera Labs
3. • User generated content
• Keyword targeting
• Email and content strategy
We helped GrabCAD grow from from 10,000 to 2.5 Million registered users
What Does Success Look Like?
4. Content and Link Building
Recommendations
Objective First Framework
6. What is Digital Marketing?
Digital marketing is the promotion of products or brands in
electronic media.
7. Why I Love Digital Marketing
• Constantly evolving
• Measurable
• Drive revenue
• High demand
• I love technology
• Ability to work in many industries
12. Advertise on TV and hope Mikey’s mom sees it.
Back in the day…
13. Demographic Targeting
Reach Mikey’s mom by
targeting:
• Women
• Between the ages of 25
and 35…
• In parenting magazines
or women focused cable
networks.
14. Micro-targeting by Search Intent
Target Mikey’s mom the instant after
she types “cereal coupon” into
Google.
15. Targeting Example: Alec Brownstein
• Goal: Land a Job at Y&R in New York City
• Strategy: Advertise on Google targeting the
names of 5 executives at the firm
• Result: 4 interviews and 2 job offers
• Cost: $6.00
22. Client:
Goal: Generate leads for online B2B video production service
Campaigns:
• AdWords advertising
• Webinars
• Display ads in email newsletters
• Cold calling a Chamber of Commerce list
• Content marketing (ebook)
• Partner program (camera stores)