Digital Marketing 101: Getting Started

Digital Marke,ng 101

Ge1ng Started
Don’t Get Overwhelmed. Get Empowered.

Thank You!
Stephanie Chadwick
stephanie@edgemm.com

Why is Digital Adver,sing Important?

Digital ad expenditures
surpassed TV for the ﬁrst
:me in 2016, and the gap
will widen by roughly $10B
this year.

US digital ad spending by the
ﬁnancial services industry
totaled $8.7B in 2016, an
increase of 19.5% from 2015.

Give Digital the AFen,on it Needs to Thrive
How To Start
Where To Get It
How To Do It Right

Give Digital the AFen,on it Needs to Thrive
How do I know if digital is right for me?
What is an eﬀec:ve budget?
Where should I buy digital media?
What do all these terms mean?

How To Start
Take Ownership of
Your Digital Branch

How To Start
Take ownership of
Your Digital Branch
1. Assemble your digital team

Your Digital Team
!  Marke:ng Strategist
!  Social Media Manager
!  Content Creator
!  Technical Specialist
!  Data Analyst

How To Start
Take Ownership of Your Digital Branch
2. Work with Strategic Partners – NOT Vendors

How To Start
Take Ownership of Your Digital Branch
2. Work with Strategic Partners – NOT Vendors
3. Lay a strong founda,on

Your Digital Founda,on
Get Access To Your Data
3rd Party Vendors

Have Control of Your Analy,cs
Set up Correctly
Google Tag Manager

Have Control of Your Analy:cs
Responsive
Mobile Friendly Apps
Get Your Website Ready

Where To Get It
Display Search

Where To Get It
A layered Strategy…
1.  Start with Search – Google AdWords
2.  Add Display - Google AdWords or Double Click
3.  Add Video - Google AdWords or Double Click
4.  Add Social – Facebook

The Reali,es of Digital
Digital isn’t cheap

The Reali,es of Digital
Digital campaigns
aren’t instant

Your Digital
Campaign:
Months 1-3: Baby
Months 4-6: Toddler
Months 7-12: Adolescent

How To Do It Right
Make sure your staﬀ is ready.

How To Do It Right
Set an appropriate budget.

Digital made up 36.7% of
total media spend in
2016 and will account for
around half by 2021.

Mobile will be the main
driver of this growth,
comprising 70.3% of
digital spend in 2017.

How To Do It Right
Set an appropriate budget.
Measure the result, test,
experiment and repeat.

Thank You!
Stephanie Chadwick
stephanie@edgemm.com
Slides, Tools & Resources: edgemm.com/cunawebinar
Managing Partner, Execu:ve Vice President

Digital Marketing 101: Getting Started

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