3. ecommerce + affiliate marketing
2003
ecommerce store
2004 – 2006
ecommerce + affiliate marketing
2007 – present
TopLine Media Group

4. We are a digital agency based in Atlanta, Georgia,
serving B2C and B2B companies in all industries, verticals, and niches

5. Understanding the Digital Landscape to Produce a Better Online ROI

6. Understanding the Digital Landscape to Produce a Better Online ROI
Today’s Digital Reality
What’s Important
Digital Services
Digital Strategies

7. Today’s Digital Reality

10. (all channels available) Omni-Channel (all channels integrated)
Multi-Device
Multi-Screen
Multi-Channel
(all channels available)
Omni-Channel
(all channels integrated)

12. TV Commercial (on couch) – Tier 1: Ford Manufacturer

13. TV Commercial (on couch) – Tier 1: Ford Manufacturer
Google Search on Tablet (on couch) – Tier 2: Ford Dealers of N. GA

14. 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

15. 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

16. Do 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 ?

17. The Reality?

18. Multi-Channel / Cross-Channel Attribution

19. Multi-Channel / Cross-Channel Attribution

22. We focus on what’s important.
So, 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…

23. What’s Important (Big Picture)
Your Brand, Both Offline and Online
How Your Products, Services, and Customer Experience (CX) “Travel” Across Channels and Platforms

24. What’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.”

25. Let’s take look at what methods or “digital services” you can employ to ensure that you are addressing “what’s important”…

26. Digital 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…

27. …so here is how TopLine Media Group organizes our digital services:

28. Digital Services Paid Search Retargeting Paid Social Programmatic
Search Engine Optimization (SEO)
Content Marketing
Website Design & Development
Web Analytics, Tracking & Reporting

29. Digital Strategies
Lastly, let’s apply “digital services” to specific “digital strategies”…

30. Digital Strategies

31. Let’s talk about four specific strategies…
Digital Strategies
Let’s talk about four specific strategies…

32. Digital Strategies 1. Focus on User Experience (UX)
2. Take an “All of the Above” Approach
3. “Close The Loop”
4. Optimize “What’s Important”

33. Digital 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

34. 1. Focus on User Experience (UX)
Digital 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

35. Digital Strategies 2. Take an “All of the Above” Approach
Utilize as Many Digital Services as Possible
Budget Driven
Create an Order of Priority

36. Digital Strategies (A) Maintain a Strong Social Voice
Updated and Optimized Profiles
Consistent Posting
(includes thought leadership and authority marketing)

37. Digital Strategies (B) Retarget Your Web Visitors Brand Behavioral
(ad formats: text, image, video)

38. Digital Strategies (C) Run SEO/Paid Search/Paid Social Campaigns
(D) Run Content Marketing Campaigns
( , blogs, case studies, white papers, podcasts, videos)
(E) Run Programmatic/Display Advertising Campaigns
(ad formats: text, image, video)

39. Just to recap the order of priority from 1. and 2. …
Digital Strategies
Just to recap the order of priority from 1. and 2. …

40. SEO/Paid Search/Paid Social
Digital Strategies
User Experience (UX)
Social Media
Retargeting
SEO/Paid Search/Paid Social
Content Marketing
Programmatic

41. SEO/Paid Search/Paid Social
Digital Strategies
User Experience (UX)
Social Media
Retargeting
SEO/Paid Search/Paid Social
Content Marketing
Programmatic
All While Tracking Form Submits, Phone Calls, Product Purchases, File Downloads, List Signups, etc., which brings us to our third strategy…

42. Digital 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

43. Which brings us to our fourth and last digital strategy…
Digital Strategies
Which brings us to our fourth and last digital strategy…

44. 4. Constantly and Consistently Optimize “What’s Important”
Digital Strategies
4. Constantly and Consistently Optimize “What’s Important”

45. 4. Constantly and Consistently Optimize “What’s Important”
Digital 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.”

46. Digital 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.

47. Thank You!

48. Brooks Donner
Founding Partner
TopLine Media Group