A Guide to Digital Marketing

A GUIDE TO
DIGITAL
MARKETING

TABLE OF CONTENTS
CONTENTS
• • • • •
OVERVIEW 3
KNOW YOUR AUDIENCE 6
SEARCH ENGINE OPTIMIZATION 8
CONTENT MARKETING 10
EMAIL MARKETING 12
SOCIAL MEDIA MARKETING 16
PAID ADVERTISING 19
CONCLUSION 23
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DIGITAL IS NOW
• • • • •
OVERVIEW
From digital news to livestream video, the world
around us is growing more and more digital by
the moment. That’s why it pays to understand and
connect with customers online, and refine our
strategies to generate the most impact with our
audiences.
Digital marketing, at its most basic, is any form of
marketing that takes place digitally — whether
owned media, earned media, or paid media (also
known as the digital marketing trifecta).
Owned media includes the many digital assets
your brand already maintains and controls such as
your website, mobile site, blog, and other thought
leadership content your company creates.
Earned media is advertising generated by your
customers such as word-of-mouth marketing or
online reviews.
Paid media is when you pay to leverage your brand
on a digital channel. These tactics include: pay per
click advertising, search and display advertising,
retargeting paid content promotions, and social
media advertising.
All three elements will contribute to a complete
and highly effective digital marketing strategy.
DIGITAL MARKETING TRIFECTA
EARNED, OWNED & PAID MEDIA
SEO & brand content drive earned
media (sharing) & traffic
SHARING
MENTIONS
SHARES
REPOSTS
REVIEWS
DIGITAL PROPERTIES
WEBSITE
MOBILE SITE
BLOG SITE
Propel sharing & engagement
with paid promotion
EARNED
MEDIA
OWNED
MEDIA
PAID
MEDIA
ADVERTISING
PAY PER CLICK (PPC)
SEARCH RETARGETING
SITE RETARGETING
PAID INFLUENCERS
PAID CONTENT PROMOTION
Leverage owned, earned, and paid media
for a comprehensive marketing strategy
Gain more exposure to web properties
with SEO and PPC
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OVERVIEW
WHY DIGITAL MARKETING
• • • • •
Simply put, today’s consumers are online, and
you should be, too. In 2017, U.S. adults spent an
average of 37 more minutes per day consuming
information on their smartphones than the
previous year. 1
As such, since Americans are dedicating more
and more time to digital media, it’s imperative
brands engage consumers online. Pew Research
Center reports that total digital ad spending
grew another 20 percent in 2015 to about $60
billion. 2 Forrester estimates that total digital
spending will near $120 billion by 2021 and
account for 46 percent of all advertising. 3
In today’s world, if you’re not taking digital into
account with your marketing strategies, you’ll
find yourself missing out on a plethora
of opportunities to boost your brand and
business. There’s never been an easier time to
reach your customers online. And while digital
marketing is all around us in our day-to-day lives,
about 49% percent of companies still don’t have
a digital marketing strategy. 4
In 2017, U.S. adults spent an average
of 37 more minutes per day consuming
information on their smartphones
than the previous year. 1
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TODAY’S TRENDS
• • • • •
The pace of changes and innovations in the
digital marketing arena keeps business owners
and marketers on their toes when it comes to
keeping up with the most effective ways to
reach their audiences. The only way to thrive is
to evolve and adapt along with the trends.
LOCAL MOBILE SEARCHES
Use of mobile devices continues its upward
trend to now exceed desktop usage. A survey
from Pew Research Center revealed that in
2016, 77% of Americans owned a smartphone,
up from 35% in 2011. 5 The ubiquitous presence
and use of mobile devices inevitably has an
impact on the way consumers make shopping
decisions. The smartphone has become the
consumer’s go-to shopping assistant.
A review of Google data shows that shoppingrelated
searches on mobile increased 120% in
2015 and 2016, and 82% of shoppers consult
their phones on purchases they are about to
buy in a store. 6 Thus, implementing mobile
marketing strategies should be at the top
of your planning list if your goal is to reach
potential customers.
LIVE VIDEO STREAMING
Both Forbes and Brandwatch say digital
marketing will become more and more
immersive in the coming years, whether
through reality technology or capabilities
like live streaming (Facebook Live, Instagram
Stories, and Twitter’s Periscope platform)
that allow audiences to feel right alongside
companies and brands. Live streaming creates
transparency for brands, building trust towards
their authenticity.
According to HubSpot’s State of Inbound 2017
Report, 46% of marketers plan to add Facebook
video to their content strategy in the next year. 7
NATIVE ADVERTISING
We can also expect consumer attention to rise
when it comes to digital marketing tactics that
blend right into user experience, such as native
advertising.
BI Intelligence reports that advertisers are
putting more emphasis on the quality of their
ads and want more control over where their ads
appear. The number of ad buyers purchasing
native ads increased 74% YoY in Q1 2017, the
largest increase of any ad format measured. 8
OVERVIEW
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KNOW YOUR AUDIENCE
KNOW YOUR AUDIENCE
• • • • •
YOUR AUDIENCE IS THE KEY
TO MARKETING SUCCESS
To build a solid foundation for
your business, you must first
identify your current clients
and customers and then tailor your marketing
strategy accordingly.
Specific characteristics of your ideal customers
may include geographic, demographic, and
psychographic variables. The more you know
about your audience, the more powerful your
digital marketing efforts will become.
Business influencers Forbes and Inc. 9 both tout
a better return on investment when a business
is able to define a target audience, making
informed maketing buys where the messaging
will be most meaninful to the target audience.
Contrary to popular belief, targeting a niche
audience doesn’t mean you’re actively
excluding anyone. Instead, you’re focusing on
the demographics of customers most likely to
be interested in your services.
GET TO KNOW YOUR TARGET AUDIENCE
• Get personal. Try to build an emotional
connection with your customers. This is
the first step toward putting together a
target audience.
• Conduct thorough market research and
learn everything you can about your
demographics. Leave no stone unturned.
• Develop a sense of empathy for the people
you’re marketing to. What are they passionate
about, and how can you address it? What are
their values and attitudes?
• Pick a motivator. Every decision we make is
motivated by something. If you can tap into
that influencer, you are closer to motivating
people to purchase your product or service.
• Narrow down who your competitors have
pinpointed as their target audience. What
marketing strategies are they deploying
to reach that audience? Look for niche
opportunities that they may be overlooking.
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TARGET THE RIGHT PEOPLE
• • • • •
IMPLEMENT STRATEGIC MARKETING TACTICS
Zeroing in on your business’ core audience
can help you prioritize what strategies and
technologies you can use to better reach your
prospective customers.
Strategies may include social media to engage
current and prospective customers, SEO and
SEM to increase visibility in crucial moments
of discovery, email to push messages directly
to desired audiences, and targeted display to
create awareness and retarget consumers after
a first touch.
For businesses looking to focus on hyper-local
customers, take a look at geofencing tools that
allow you to send emails, texts or special offers to
smartphone users in a specific geographic range.
Snapchat geofilters are also one of the latest
marketing trends, and can also be used as a
smart marketing tactic. Any business can create
their own custom geofilter, which overlays text
or images to a Snapchat photo and allows for
others to see exactly where the user is and what
they’re doing. This is a great targeting tool for
certain consumer segments, like millennials.
Once you’ve identified your target audience, it
is much easier to select which media is best to
reach them and what marketing messages will
resonate with them.
KNOW YOUR AUDIENCE
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SEARCH ENGINE OPTIMIZATION
UNDERSTANDING SEARCH
• • • • •
You’ve probably heard the
term SEO more than once or
twice. SEO, or search engine
optimization, is the effort to
improve the quantity and quality
of traffic to your website from users who have
performed relevant searches on search engines.
Basically, it means you didn’t pay directly to show
up on Google, Bing or any other search engine.
While SEO may sound simple enough, there’s
actually a science and an art to doing it right.
THE SCIENCE OF SEO
SEO consists of primarily two types of tactics:
on-site and off-site. On-site includes improving
the content, structure and code on your website.
Off-site includes increasing the links and
mentions of your website and business on other
sites relevant to your business and useful to your
customers.
There’s nothing random about how your
business, or any search term for that matter,
shows up on a search engine. Whether it’s
Google, Yahoo, or something else, search
engines follow an intricate, almost alwayschanging
set of rules and algorithms to rank
your website pages.
Google fields more than 2 million searches
every minute. 11 In today’s digital world, it’s
imperative to know how to increase your
visibility on search engines if your brand is
going to show up in search.
Much of how your web content gets ranked,
and therefore helps you show up in search,
depends on the quality and relevance of the
content. While keywords, proper tagging, and
page structure all play a role, a focus on your
customers and providing them the most relevant
and helpful content is the foundation of a good
SEO strategy.
Over 80%
of customers report
researching a company
online before doing
business with them. 10
For some of the more detailed ins and outs
of how to best set up your website to make it
search-friendly, consult with one of our qualified
marketing advisors.
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TOP 8 SEO GUIDELINES
12
• • • • •
Use quality keywords
in the page title, meta
description, and the
page’s body content.
Backlinks are a strong
indication of authority.
Ensure a high volume
of external domains
are linking back to
your website.
An increase in clickthrough
rates on your
landing page results a
boost of it’s overall SEO
value.
SEARCH ENGINE OPTIMIZATION
Ensure your backlinks’
anchor text is relevant to
what your landing page is
all about.
SEO
Your landing pages
should be optimized for
mobile.
Include enough content
on the page to satisfy
the topic and purpose
of the page to enchance
overall quality.
Identify common
features on the your
page, and include these
specific terms and
phrases in the content
on the page.
The amount of time it takes
a page to load impacts
its rankings. Be sure to
compress resources (scripts,
images and CSS files) so the
page will load faster.
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CONTENT MARKETING
THE ROLE OF CONTENT
• • • • •
When it comes to marketing,
content is king! The Content
Marketing Institute defines as “a
marketing technique of creating
and distributing valuable, relevant
and consistent content to attract and acquire a
clearly defined audience – with the objective of
driving profitable customer action.” 13 In other
words, it is about being helpful to customers
making buying decisions.
Brand
Awarness
Lead Conversion
& Nurturing
CONTENT IS THE PRESENT — AND FUTURE —
OF MARKETING
The key here is value. Anyone can post piece after
piece of content, clogging up people’s inboxes or
content streams, but content marketing is about
strategically creating content (whether it’s an
eye-catching infographic, viral video, or ebook)
that helps potential clients get to know your
business and see the value of your expertise.
And if there’s any doubt about the importance
content plays in digital marketing, know that
more than 70 percent of marketers say that
creating relevant content was the most effective
SEO tactic, according to a 2015 study by Ascend2.
Passionate
Subscribers
Upsell
CONTENT
GOALS
Customer
Conversion
Customer
Service
There are hundreds of content types to use in
marketing, but it’s important to understand how
to use them to effectively answer consumers’
questions. The goal is to match the message to
the most effective form of content to enhance
your overall strategy.
Retention
& Loyalty
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TYPES OF CONTENT
• • • • •
THE
1. BLOG POSTS (WITH REGULAR UPDATES
AND REPUBLISHING)
2. SHORT FORM EVERGREEN CONTENT
AND ARTICLES
Articles with an image once every 75-100 words
got double the number of social shares than
articles with fewer images.
CONTENT MARKETING
1TYPES OF
CONTENT
THAT WORK
BEST
FOR SEO 14
5. DETAILED LIST OF INFORMATION
3. LONG FORM ARTICLES
4. PHOTO AND VISUAL GALLERIES
Visual content is 40x more likely to get shared
on social media than other types of content
6. INTERACTIVE TOOLS
7. COMPREHENSIVE CATEGORY TEASERS
9. VISUAL DATA OR INFOGRAPHICS
Infographics are liked and shared on social media
3x more than any other type of content
10. VIDEO
4x as many customers would rather watch a
video about a product than read about it.
8. MULTI-PAGE GUIDES
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EMAIL MARKETING
EMAIL MARKETING 101
• • • • •
At its core, email marketing
encompasses any email sent
from a business to a customer,
though it typically refers to
targeted campaigns with the
ultimate goal of growing business and gaining
consumer loyalty.
Email marketing can help your business:
• Drive revenue and profit
• Create and increase brand awareness
• Retain loyal customers
The U.S. Small Business Association notes that
response rates on email marketing are strong,
ranging from 5 to 35 percent, depending on
the industry and format, whereas response
rates on traditional mail campaigns can barely
crack 3 percent.
THE POWER OF THE INBOX
For every $1 spent on email marketing, there is a
$44.25 average ROI. 15
91%
88%
PEOPLE THAT CHECK THEIR
EMAIL DAILY. 16
OF PEOPLE REGULARLY
CHECK EMAIL ON THEIR
SMARTPHONES. 17
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EMAIL BEST PRACTICES
• • • • •
To get the most out of email marketing,
it’s important to build a robust email list of
customers and prospects.
GROWING A HEALTHY SUBSCRIBER LIST
• Encourage visitors to join your email list on
your website landing pages.
• Include a subscriber link to all of your social
media channels and blog posts.
• Promote your email newsletter at networking
events — use a sign-up sheet or business card
drop box.
Before adding a user manually, be sure to have
expressed consent (or opt-in), respect their
privacy, and offer email opt-outs.
Once you have a strategy in place for building
your email list, look at the ways in which you can
make email marketing work for you.
Segmenting your customer list by demographic
ranges or industry preferences can help you
get the right message in front of the right
audience at the right time, and increase your
chances of engagement.
CREATING GREAT EMAIL CONTENT
Email marketing campaigns can have a high
ROI, but only when done well. It’s worth the
time to make sure you’re creating content that is
targeted to your readers, and adds value to their
inbox. If you’re only advertising your products
with a ‘buy’ button, don’t be surprised when your
readers hit the unsubscribe button.
Types of email content include:
• Industry trends and insider news
• Ongoing education and thought leadership
• VIP offers and discounts
• Corporate culture updates and company
philanthropic efforts
EMAIL MARKETING
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EMAIL MARKETING
EMAIL TEMPLATES
• • • • •
THE ANATOMY OF AN EMAIL TEMPLATE
There’s not just one formula for a successful
email. It really depends upon the nature of
your business, your brand, and the needs of
your customers.
Including these key elements will help give
you the structure you need to focus on what
really matters: communicating a message that
connects to your customers and drives the sort
of engagement or response your business wants.
Intangibles aside, most successful emails meet a
few key criteria:
Header
The header contains the cues your recipient will
see in the inbox.
• Use a recognizable and friendly “from”
name and address
• Use the right “reply-to” address
• Create a killer subject line and compelling
“preheader” text
Body
The body of your email template is where you
have a chance to really tell your story.
• Keep design visually simple and responsive
• Contain placeholders for personalization
• Use images strategically
• Focus on one easy call-to-action
Footer
• Include your company’s contact information.
• Add clear, easy-to-find unsubscribe and
messaging preference links.
33%
OF EMAIL RECIPIENTS OPEN
EMAIL BASED ON SUBJECT
LINE ALONE. 18
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TIMING IS EVERYTHING
• • • • •
Timing is key when it comes to sending emails
and actually getting people to open them, and
even taking the next step of clicking through to
your website. It can be the difference between
engaging your customers or losing them forever.
Coshedule Blog recently conducted an analysis
of 10 studies about the best time to send
emails. 19 While many of the studies had varying
results, here is how you can prioritize your send
times based on data:
• The best days of the week to send emails are
Tuesday, Thursday and Wednesday —in that
order.
• They also found that sending an email at
10 a.m. EST, 8 p.m. EST, 2 p.m. EST, and 6 a.m.
EST will give you the highest open rates and
chances of receiving a response.
The success of your emails may also vary
depending on your audience. Are you targeting
consumers for your products or services, or
other business professionals? Consider when
these people may be checking their emails
throughout the day. Are they checking their
work emails or their personal email accounts?
The best day to send email..
#
#
#
1
2
3
TUESDAY
THURSDAY
WEDNESDAY
The best time to send email..
1
10:00am
2
8:00pm
3
2:00pm
4
6:00am
EMAIL MARKETING
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SOCIAL MEDIA MARKETING
SOCIAL MEDIA MARKETING
• • • • •
Social media has an enormous
impact on today’s digital
marketing landscape. Its
popularity among marketers
is expected to rise over the
coming years as users spend more and more
time on social media, especially on mobile
devices..
But making social media work for your business
to acquire and retain customers is very different
than personal use. It requires a strategy, some
creativity, and commitment to a consistent
effort of outreach and sharing.
SOCIAL MEDIA IS AN ART FORM
Considered the most effective digital marketing
channel to earn favor with audiences, social
media platforms provide the space to generate
advocacy from your customers.
The act of planning and executing a social media
marketing strategy takes patience, practice and a
bit of creativity. Your success depends on it.
When it comes to engaging others with your
business, it’s all about making sure each and
every tweet, post or upload, stays on message
with your brand. If you’re a food company trying
to engage millennials with fun, unique foods,
your tweets had better read with a personality
that matches.
The connections between your social media and
your owned assets have the potential to impact
your search engine rankings the most.
While it’s important to have a social media
strategy, not all platforms are created equally.
SNAPCHAT
FACEBOOK
• 72% of adult internet users use Facebook
• Only 45% of marketers think that their
Facebook efforts are effective
LINKEDIN
• This platform caters to business
professionals and had over 460 million
members at the end of 2016
• In the past two years, content consumption
on LinkedIn has increased 21%
20
• Snapchat has 150 million daily active users
• Every second, 8,796 photos are shared
on Snapchat
INSTAGRAM
• Instagram has 600 million monthly active users
• Photos showing faces get 38% more likes
than photos not showing faces
TWITTER
• 23% of adult internet users use Twitter
• Twitter accounts for 16% of referrals to longer
articles from social sites and 14% for shorter
news articles
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TOP SOCIAL MEDIA TRENDS
• • • • •
TOP SOCIAL MEDIA TRENDS
SOCIAL MEDIA MARKETING
LIVE STREAMING VIDEO
Live streaming videos allow for
companies to garner more views,
more comments, and
of course more engagement with
their brands.
Facebook “Live”
Instagram Stories
Twitter’s Periscope
INCREASED USE OF
SOCIAL INFLUENCERS
Brands are activating influencers
to construct credibility and trust to
their audience.
MORE PERSONALIZED
CONTENT
Marketers are taking advantage of
Facebook retargeting that allows
them to craft averts and content
driven by identifying where the
audience has been on the web, as
well as their own preferences and
interests.
THE RISE OF CUSTOMER
SERVICE CHATBOTS
Chatbots can be used to improve
the customer experience by
responding to inquiries to
communicate with customers,
answer frequently-asked
questions or to provide immediate
information on a product or
service.
SOCIAL MEDIA
ECOMMERCE
Social media ecommerce is
a powerful avenue for sales.
Facebook, Instagram, Twitter, and
Pinterest offer ways for users to
purchase products from directly
within their apps, and Snapchat
started testing and rolling out
ecommerce features in the spring
of 2016.
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SOCIAL MEDIA MARKETING
MAKE SOCIAL WORK FOR YOU
• • • • •
Two main reasons businesses often shy away
from creating or maintaining social media
accounts are because it is overwhelming and
time consuming. With a myriad of platforms
available, it can be difficult to decipher which
are best for your company, and how often (and
when, and what) to post.
Much like overall marketing, social media
marketing yields the best results when an
intentional plan is in place.
spread yourself too thin posting on every single
platform. Figure out the most important outlets
for your target audience and structure your
social strategy around those core outlets.
If you’re not sure where to start, consider
consulting with an expert to find out which social
media sites are right for your audience. Once
you’ve identified those, you can put together a
posting plan, and even utilize scheduling tools, to
make distributing content easier.
Oftentimes, it’s better to concentrate efforts
on a few social media outlets well rather than
In 2016
there were
2.3 BILLION &
more than
1.9 BILLION
active users on social media active mobile social users. 21
74%
of people say they
use Facebook for
professional purposes.
Content consumption on
Facebook has increased
57%
in the past two years.
60%
of small business owners
are not able to track
ROI from their social
media activities.
1/3
of the world uses social
networks regularly.
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BE SEEN ACROSS THE WEB
• • • • •
THE RIGHT PATH TO REACH
YOUR CUSTOMERS
The internet is a crowded place.
Marketers have to work hard to
stand out from the competition.
Paid media and search engine marketing (SEM)
can help generate brand awareness and attract
new customers on the web. When strategically
planned, paid media and SEM activities will drive
traffic to your website, blog or other promotions
to increase exposure and potentially lead to new
and repeat business.
That’s why it’s important to incorporate paid
media activities into your budget and your
overall annual marketing strategy. Start
by defining what you expect to gain (new
customers, repeat business, brand recognition)
and relating those goals to revenue. As
previously mentioned, your paid, owned and
earned marketing strategies should work
symbiotically to position your brand where and
when consumers need you.
Examples of paid media include:
• PPC advertising (pay-per-click)
• Search retargeting and site retargeting
• Social media advertising
• Paid influencers
ONLY PAY FOR RESULTS
With PPC advertising, you only pay for results.
Google AdWords is the most popular paid search
platform used by search marketers, followed by
Bing Ads, and then Yahoo Search Ads.
PAID ADVERTISING
SEARCH ADS
DISPLAY ADS
VIDEO ADS
APP ADS
Search ads appear above results
when consumers Google a product
or service. When users use this ad
to visit your website or contact
your business, you pay — hence
the term “pay-per-click.”
AdWords display ads appear on
more than two million websites
and in more than 650,000 apps,
allowing your ad to reach your
audience through sites and apps
they frequent. Display ads include
text ads, banner ads, Gmail ads
and in-app ads.
Video ads can be targeted to
the consumers you want to
reach, and you only pay when
they watch.
App ads are a simple way
to promote your app to iOS or
Android users on Google
— no advertising
experience required.
The Google Display Network reaches 90% of internet users worldwide. 22
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PAID ADVERTISING
TARGETING MADE SIMPLE
• • • • •
Have you ever searched online for a particular
product or service, and then a day or two later
notice ads appearing of similar nature? These are
called search retargeting ads. Search retargeting
is a very efficient way to reach potential new
customers for your business.
SEARCH RETARGETING VS. SITE RETARGETING
Both are online advertising tactics, but there is a
big difference between them.
Search retargeting shows your ads to people
who have never visited your website, but have
recently searched using relevant keywords. It
allows you to reach highly relevant, potential
new customers for your business.
Site retargeting (remarketing) shows your ads
to people who have visited your website, but
may have left without taking action. It allows
you to reach users who have already engaged
with your brand, extending your brand’s reach
to interested audiences, reminding them of your
key differentiators, and inviting them back to
explore more.
INFLUENCER MARKETING
Influencer marketing focuses on a key individual
or group of individuals, instead of consumers as a
whole, to market products and services. The idea
is these key individuals can influence purchase
decisions within a company’s target market.
Influencer marketing is often used on social media
and in conjunction with content marketing.
Some campaigns focus on establishing
creditability in the market — often seen when
key community stakeholders endorse a brand.
Others use it to generate a buzz around a
product or service. If a well-known celebrity
on Instagram is shown wearing a certain pair
of sunglasses and living a luxurious lifestyle,
consumers may equate this product with fashion
and luxury and emulate their style.
Oftentimes brands will track an influencer’s
ROI with promotion codes or tracked links to
get an idea of how influential each individual is
for the company.
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TRACKING PAID PROMOTIONS
• • • • •
INTEGRATING PAID SOCIAL PROMOTIONS
Brands are posting to social media more than
ever, but engagement is at an all-time low. 23
Thus, building a paid social strategy can solve
declining engagement and help actually
quantify the value of social media.
Paid social allows you to strategically target
consumers, track the cost and ROI of each click,
and, with the right measurement plan and tools
in place, see every touchpoint in the funnel all
the way through to conversion.
These metrics will vary depending on your goals
and which paid social channel works best for you.
Not only does each channel have a slightly
different way of calculating metrics, but each
of them serves a different purpose in the
conversion funnel.
THE BID
PAID ADVERTISING
“
A paid social
strategy is the
cornerstone of
successful social
media marketing
today.
24
CLICK THROUGH RATE
CONVERSIONS
RETURN ON INVESTMENT
6
7
5
POTENTIAL REACH
1
THE 7
PAID SOCIAL
METRICS YOU
SHOULD BE
TRACKING 25
BIDDING AND BUDGET
4
COST PER THOUSAND IMPRESSION
2
3
ENGAGEMENT & INFLUENCE
AUDIENCE GROWTH RATE
COST PER CLICK
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SOURCES
SOURCES
• • • • •
[1]: http://www.adweek.com/tv-video/us-adults-consume-entire-hour-more-media-day-they-did-just-last-year-172218/
[2]: https://assets.pewresearch.org/wp-content/uploads/sites/13/2016/06/30143308/state-of-the-news-media-report-2016-final.pdf
[3]: https://www.forrester.com/report/US+Digital+Marketing+Forecast+2016+To+2021/-/E-RES137095
[4]: http://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development/10-reasons-for-digital-marketing-strategy/
[5]: http://www.pewresearch.org/fact-tank/2017/01/12/evolution-of-technology/
[6]: https://www.thinkwithgoogle.com/marketing-resources/micro-moments/5-ways-consumers-connect-stores-mobile-shopping/
[7]: https://www.hubspot.com/marketing-statistics
[8]: http://www.businessinsider.com/programmatic-ad-buying-declining-native-advertising-increases-2017-7
[9]: https://www.inc.com/guides/2010/06/defining-your-target-market.html
[10]: http://www.adweek.com/digital/81-shoppers-conduct-online-research-making-purchase-infographic/
[11]: http://www.businessinsider.com/google-search-engine-facts-2016-3
[12]: http://searchengineland.com/8-major-google-ranking-signals-2017-278450
[13]: http://contentmarketinginstitute.com/what-is-content-marketing/
[14]: https://moz.com/blog/the-ten-types-of-content-that-work-best-for-seo-whiteboard-friday
[15]: https://www.salesforce.com/blog/2013/07/email-marketing-stats.html
[16]: https://www.marketingcloud.com/sites/exacttarget/files/deliverables/etmc-2014mobilebehaviorreport.pdf
[17]: http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/
[18]: https://blog.hubspot.com/sales/powerful-subject-line-stats-that-will-supercharge-your-open-rates#sm.0001iih89l1ca7dtvztbk4gc6fpyg
[19]: https://coschedule.com/blog/best-time-to-send-email/
[20]: https://www.hubspot.com/marketing-statistics
[21]: https://www.slideshare.net/wearesocialsg/digital-in-2016
[22]: https://adwords.google.com/home/how-it-works/
[23]: http://marketingland.com/facebook-delivered-triple-the-engagement-over-twitter-for-branded-content-in-2015-report-163995
[24]: https://bitly.com/blog/paid-social-strategy/
[25]: https://bitly.com/blog/paid-social-metrics/?utm_campaign=July+Blog+Posts&utm_medium=bitly&utm_source=Social+Media+Blog+Posts
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