ecommerce affiliate marketing 2007 present TopLine Media Group We are a digital agency based in Atlanta Georgia serving B2C and B2B companies in all industries verticals and niches Understanding the Digital Landscape to Produce a Better Online ROI ID: 759737
Download Presentation The PPT/PDF document "2003 ecommerce store 2004 – 2006" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Slide2Slide32003ecommerce store2004 – 2006ecommerce + affiliate marketing2007 – presentTopLine Media Group
Slide4We are a digital agency based in Atlanta, Georgia,serving B2C and B2B companies in all industries, verticals, and niches
Slide5Understanding the Digital Landscape to Produce a Better Online ROI
Slide6Understanding the Digital Landscape to Produce a Better Online ROI
Today’s Digital Reality
What’s Important
Digital Services
Digital Strategies
Slide7Today’s Digital Reality
Slide8Slide9Slide10Multi-Device
Multi-Screen
Multi-Channel
(all channels available)
Omni-Channel
(all channels integrated)
Slide11Slide12TV Commercial (on couch)
– Tier 1: Ford Manufacturer
Slide13TV Commercial (on couch)
– Tier 1: Ford Manufacturer
Google Search on Tablet (on couch)
– Tier 2: Ford Dealers of N. GA
Slide14TV Commercial (on couch)
– Tier 1: Ford Manufacturer
Google Search on Tablet (on couch)
– Tier 2: Ford Dealers of N. GA
Research on Desktop (at work)
– Aggregator/Listing Sites
Slide15TV Commercial (on couch)
– Tier 1: Ford Manufacturer
Google Search on Tablet (on couch)
– Tier 2: Ford Dealers of N. GA
Research on Desktop (at work)
– Aggregator/Listing Sites
Mobile Search (at Braves game)
– Tier 3: Local Ford Dealer
Slide16Do we attribute the sale to…
TV Commercial (on couch)
– Tier 1: Ford Manufacturer
?
Google Search on Tablet (on couch)
– Tier 2: Ford Dealers of N. GA
?
Research on Desktop (at work)
– Aggregator/Listing Sites
?
Mobile Search (at Braves game)
– Tier 3: Local Ford Dealer
?
Slide17The Reality?
Slide18Multi-Channel / Cross-Channel Attribution
Slide19Multi-Channel / Cross-Channel Attribution
Slide20Slide21Slide22So, How Do We Do That?
We focus on what’s important.
Because we live in a multi-screen, multi-device, multi- and omni-channel environment, here’s what’s important today…
Slide23What’s Important (Big Picture)
Your Brand, Both Offline and Online
How Your Products, Services, and Customer Experience (CX) “Travel” Across Channels and Platforms
Slide24What’s Important (On An Ongoing Basis…Daily/Weekly/Monthly)
Reach
Frequency
Message
Engagement
“How many consumers you reach; how many times you reach each one; how you message them, and how they engage with you.”
Slide25Let’s take look at what methods or “digital services” you can employ to ensure that you are addressing “what’s important”…
Slide26Digital Services
In order to achieve your online goals, it’s critical to have a clear understanding of what you can do online when it comes to marketing and advertising…
Slide27Digital Services
…so here is how TopLine Media Group organizes our digital services:
Slide28Digital Services
Paid Search
Retargeting
Paid Social
Programmatic
Search Engine Optimization (SEO)
Content Marketing
Website Design & Development
Web Analytics, Tracking & Reporting
Slide29Digital Strategies
Lastly, let’s apply “digital services” to specific “digital strategies”…
Slide30Digital Strategies
Slide31Digital Strategies
Let’s talk about four specific strategies…
Slide32Digital Strategies
2. Take an “All of the Above” Approach
1. Focus on User Experience (UX)
4. Optimize “What’s Important”
3. “Close The Loop”
Slide33Digital Strategies
1. Focus on User Experience (UX)
Google Has Two Goals:
(a) Control The World/Increase
Shareholder Value
(b) Provide Google Web Users with an
Incredible User Experience
Slide34Digital Strategies
1. Focus on User Experience (UX)
Mobile Friendly Website
Updated Frontend (design) and
Backend (coding)
Navigation
URL Naming Conventions
Internal and External Linking
Page Load Speed
Slide35Digital Strategies
2. Take an “All of the Above” Approach
Utilize as Many Digital Services as Possible
Budget Driven
Create an Order of Priority
Slide36Digital Strategies
(A) Maintain a Strong Social Voice
Updated and Optimized Profiles
Consistent Posting
(includes thought leadership and authority marketing)
Slide37Digital Strategies
(B) Retarget Your Web Visitors
Brand
Behavioral
(ad formats: text, image, video)
Slide38Digital Strategies
(C) Run SEO/Paid Search/Paid Social Campaigns
(D) Run Content Marketing Campaigns
(email, blogs, case studies, white papers, podcasts, videos)
(E) Run Programmatic/Display Advertising Campaigns
(ad formats: text, image, video)
Slide39Digital Strategies
Just to recap the order of priority from 1. and 2. …
Slide40Digital Strategies
User Experience (UX)
Social Media
Retargeting
SEO/Paid Search/Paid Social
Content Marketing
Programmatic
Slide41Digital Strategies
All While Tracking Form Submits, Phone Calls, Product Purchases, File Downloads, List Signups, etc., which brings us to our third strategy…
User Experience (UX)
Social Media
Retargeting
SEO/Paid Search/Paid Social
Content Marketing
Programmatic
Slide42Digital Strategies
3. “Close The Loop”
Form Submits, Phone Calls, etc.
Track Using Either Events or Goals
Keep It Simple (Success Page Goal)
Google Analytics Reporting on Source/Medium
Slide43Digital Strategies
Which brings us to our fourth and last digital strategy…
Slide44Digital Strategies
4. Constantly and Consistently Optimize “What’s Important”
Slide45Digital Strategies
4. Constantly and Consistently Optimize “What’s Important”
Reach
Frequency
Message
Engagement
“How many consumers you reach; how many times you reach each one; how you message them, and how they engage with you.”
Slide46Digital Strategies
At the end of the day, tracking, reporting, and optimizing leads to a greater level of accountability and, if done properly, will absolutely produce a higher ROI.
Slide47Thank You!
Slide48Brooks DonnerFounding PartnerTopLine Media Group404-617-9953brooks@toplinemediagroup.comwww.toplinemediagroup.comwww.linkedin.com/in/mbdonner