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Introducing Digital Strategies by Damon Segal
Expert Council Member
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25 years in design and marketing, 20 of these in digital marketing
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owned - earned - paid Website Facebook Twitter Google+ LinkedIn
Target area for activity
Adwords FB Promoted Twitter Ads LinkedIn PPC Affiliate Email Paid - Channels a Brand Pays For
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Pinterest Tumblr Instagram Blog etc.
Owned - Channels a Brand Controls
Shares & Likes Publications Articles Re-Tweets G+ etc. Earned - Syndication
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Traditional Funnel
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Strategic Approach
Target Social Ads
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Target Search Ads
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Targeted Marketing
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Targeted Marketing
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Ads Required •
Dec 2013 Facebook changed the algorithm that determines which "stories" show up on the News Feed
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Facebook’s algorithm changes caused a decline in “organic reach and organic reach percentage 44% on average, with some pages seeing declines as high as 88%.”
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“Brand Page Reach Now Often Under 3%”
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Business Insider
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ads required
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Re-marketing
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Targeted Marketing
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Get Found on Google
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In the Eye of the Beholder: Digital Behaviors of Beauty Shoppers
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WHAT WE WANTED TO KNOW
How do beauty consumers use digital in their shopping process?
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WHAT WE FOUND
Many beauty shoppers are undecided: Nearly half don’t know which brand they will buy when they start shopping, and search exclusively on non-branded terms during research They are constantly researching across screens: Shoppers read reviews (40%) and research general product information (38%) while on-the-go Beauty shoppers take action after watching beauty videos:41% looked for more information on products and 38% visited stores that sell beauty products
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Beauty shoppers go online to get product information and to compare prices
67% Read product specs
65% Check prices
51% Read reviews
41% Learn more after seeing an ad
Beauty purchasers say that brand websites help them decide on a brand (15%) more than magazines do (9%)
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Search
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Video Search
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Re-marketing
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lather, rinse, repeat •
Monitor
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Adjust
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Refresh
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Keep alert to changes
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Listen to customers
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Smarter Funnel
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www.emotio.agency damon@emotio.co.uk 020 8385 5050