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MASTER
CLASS
NEW YORK, NY ~ MAY 16 - 17, 2024
DIGIMARCONEAST.COM | #DigiMarConEast
Mastering Your Online
Visibility
Fernando Angulo
SENIOR MARKET RESEARCH MANAGER
SEMRUSH
Mastering your
Online Visibility
Fernando Angulo
Senior Market Research Manager, Semrush
f.angulo@semrush.com
@fernandoangulo
Hello!
@Fernando1Angulo
Mastering Your Online Visibility - Fernando Angulo
Semrush, Was It?
We make online marketing easy.
And these guys agree:
12M
marketing professionals
have already used Semrush
14
international awards
As best SEO software suite
30%
Fortune 500 companies use Semrush
as their go-to marketing tool
Semrush is an online visibility management and content marketing SaaS platform
What is Online
Visibility?
Mastering Your Online Visibility - Fernando Angulo
Because,
this is what’s
going on just
as we speak:
How well is their business’ online presence now?
Where do they start?
Where does their audience spend their time?
Who are they? What do they like?
What exactly are they searching for?
And how does the user demand
change over time?
What’s the competitors’ game and how
to outsmart them?
Et cetera, et cetera, et cetera
Okay, businesses need to build their visibility.
But how do they know….
1
2
3
4
5
6
…
Mastering Your Online Visibility - Fernando Angulo
For companies today,
maintaining visibility
and presence online
is critical.
11
“Digital marketing encompasses a wide variety
of marketing tactics and technologies used
to reach consumers online. As a form of online
marketing, it allows organizations to establish
a brand identity and has revolutionized
the marketing industry.”
Southern New Hampshire University: What are the 8 Types of Digital Marketing?
Now, what is digital marketing?
Southern New Hampshire University: What are the 8 Types of Digital Marketing?
Email Marketing
Mobile Marketing
Marketing Analytics
Affiliate Marketing
Search Engine Optimization
Pay-Per-click
Social Media Marketing
Content Marketing
8 types of
Digital
Marketing
1
2
3
4
5
6
7
8
While they all do different jobs, it’s all about
the mix of long-term & short-term results
Pay Per Click
Quick results with paid advertising
Social Media
Brand awareness, loyal community,
reputation
PR / Digital PR
Presence in media space, reputation
Content Marketing +
Search Engine Optimisation
Creating website content that ranks
in search engines
Now, digital
marketing is good
for business.
What’s in it for me?
Job Title
Household Income
Hobbies and passion
Movies/TV shows
Content the consume
Fast Pace & Change
1
The industry
is changing every
second—Google,
Facebook, brands,
data, tech, they are
all changing the game
as we speak.
2
Skills also change—
from analytics to
creative acumen, you’ll
need everything you
have
to make it as a digital
marketer.
3
Consumer-driven
industry is changing
as consumers change.
And that happens all
the time!
No B.S.
*boring stuff
Money
Average salary in the US (2023)—$64,000 (source: PathStream)
Average salary in digital marketing:
Average salary
Satisfied with salary
Believe that they are
compensated fairly
to the local market
HS Grad
$73,400
64%
73%
Some
College
$90,400
37%
42%
Bachelors
Degree
$100,020
44%
40%
Masters
Degree
$123,470
33%
40%
Doctorate
Degree
$132,610
67%
83%
Source: McKinley (2023)
Future
Yep, of course, it’s Elon Musk & Mars. But the future is also digital!
Source: eMarketer, February 2024
250k
active job postings
in the US
on LinkedIn
65k
entry-level job
postings
52k
degrees awarded
in marketing
in 2021
Is market in need of qualified digital marketers? Let’s see some stats.
Future
Exciting stuff!
Now what do you do
to turn into a digital
marketing pro?
Hold
Your
Horses
The T-shaped Marketer
Content
Marketing
Email
Marketing
Data &
Analytics
Paid
Media
Search
Marketing
Social
Media
E-commerce
Marketing
Facebook
Ads
Google
Ads
Instagram
Ads
Linkedin
Ads
ETC
Online visibility & people who build it
24
semrush.com
SEO pros Content pros Advertising
pros
Competitive
Research pros
Social Media
pros
SEO specialist
a.k.a. The Ruler
of the Google search
What do you usually
do when you need
to research stuff?
Right, you Google it.
Let’s imagine we
are selling ring lights
for TikTokers.
of shoppers say they
always do research
before they buy to ensure
they are making the best
possible choice.
How do you get your website to the first
page of Google and compete against
7.4M other results?
That’s a job of the SEO specialist
Mastering Your Online Visibility - Fernando Angulo
40k
search queries
per second
3.5bln
search queries
per day
1.2trn
search queries
per year
2,900
But only around people who want
to know if pickles can
kill you each month
What is an SEO expert?
a.k.a. The Ruler of the Google search
An SEO expert
is someone that optimizes websites
in order to achieve higher search
engine rankings.
High rankings
=
more traffic
More traffic
=
more potential
customers
More customers
=
more money ?
semrush.com
Okay,
really, what
do SEOs
do?
Analyze audience behavior:
they know what people Google, how they
Google, and even why they Google
Make sure that whatever (and however) is written
on the webpages actually meets people’s needs: so-
called, on-page and keyword optimization
Impact everything from visibility to revenue:
they bring traffic and traffic brings $$$
Troubleshoot and mitigate risks:
Google loves surprises and changes so SEOs have
to follow all the updates and novelties and be ready
to meet them armed and ready
In charge of how people view the web
1
2
3
4
5
What skills do you need for SEO?
Content Marketer
a.k.a. The R.R. Martin of Digital &
the Best Friend of SEO specialist
semrush.com
Everything in marketing is CONTENT!
Social media, Advertising, SEO, PR, etc.—
everything is based on content. And it’s content
marketers’ job to define the messaging that goes
through all the marketing channels.
You have to learn about the ins and outs of your
audience: you “sell the hole, and not the drill”.
You are the voice of your brand: it’s content
marketers who shape the tone of voice of the
company.
You are essentially defining ALL marketing,
company-wide: can you imagine any marketing
effort that comes without content?
You will strategize, for the long run: Because
content marketing is not about random written or
visual pieces scattered here and there. It’s actually
about creating a funnel a potential customer has to
go through to land at the most desired spot—
purchasing decision! And you’re the one creating
that funnel and filling in all the gaps.
1
2
3
4 It’s not just
copywriting.
It’s strategy.
Mastering Your Online Visibility - Fernando Angulo
38
How businesses use AI
Top 5 use cases:
● Researching content ideas
● Rewriting text
● Creating new content
● Building a strategy
● Expanding text and ideas
39
How many companies already use AI in 2023?
● 67% of businesses now use AI for content marketing and SEO
● 37% cite lack of understanding or training as a barrier
You can create
a slide with
an image only,
or provide the
image with the
emotional
statement
In the realm of
AI, the once
steady pillars of
content-related
roles now face
an epochal shift.
What skills do you need
for Content Marketing?
Hard skills Soft skills
Social Media
Marketer
a.k.a. a person who gets
folks to check their
Facebook/Twitter/Insta
every minute
How much time
do you spend
on social media?
That’s okay—
half of the world
is also there!
Digital Around the World
That’s because these guys a doing
a really good job!
Best of luck explaining your new
social media job to your
parents
Mastering Your Online Visibility - Fernando Angulo
Digital Marketing
Strategist
a.k.a. The
James Bond
and the
Power Broker
Enter a new market?
Launch a new product?
Is there some untackled audience
out there?
New competitors changing the game?
1
2
3
4
Market Strategy specialist
Mastering Your Online Visibility - Fernando Angulo
Digital Marketing
Strategists
Have the Answers!
From exploring new markets
to gathering competitive insights, digital
marketing strategists can do it all—
for the sake of finding new growth
avenues and marketing opportunities.
Being closely tied to the business side
of…well, business, they are dealing
with a set of very high-level and high-
profile tasks.
Real-life daily
data insights
Examples
Yeezy.com experienced a 15,777.56%
increase in traffic after Kanye West ran
smart advertising for the brand during the
Super Bowl
Amazon.com witnessed a 49% traffic
increase on Prime Day, compared to a 31%
increase on Black Friday
Tesla.com saw a 289% increase in traffic
after reducing prices by up to 20% on several
vehicles in January 2023
It’s high
stakes,
big games,
and business
impact!
On the constant lookout for new growth points:
thanks to market and competitive data on hand,
they always know whether there’s a new market
or platform in town.
Craft and revise the company’s marketing
strategy: armed with a lot of intel, they come up
with the most efficient ways to attract customers,
market products, and go about all things marketing.
Watching and defining market trends: you’ll have
to know whether something—a product, a channel,
or even an entire market—becomes obsolete,
is simply a buzz, or a long-standing trend.
Spot whenever there’s a new game-changer
in town.
1
2
3
4
Online Advertising /
Pay-Per-Click pro
a.k.a. The Don Draper,
only analytical
“The average person is now estimated
to encounter between 6,000 to 10,000
ads every single day.”
How many ads do you see a day?
Digital advertisers’ job is to create ads
and set them up to reach as many
people at the lowest budget
The Dichotomy of a PPC Pro
The creative side:
Brainstorm creative ideas.
Run the fancy growth marketing hacks
that help to test and try all things new—
new messaging, new brand identity, new
product launches, new audiences, etc.
Know your audience to create the right
message and use the right visual to catch
the attention of as many people as possible.
The producer & the director.
The analytical side:
Keeping eyes wide open as competitors
are always stepping on your digital toes.
You have to analyze, a lot:
from campaign results to deciding
on the best ad platforms, you will have
to deal with performance stats and ROI
calculations.
PPC Capabilities
Creative-Empathic
Empathic
Analytical-Empathic
Analytical
Analytical-Strategic
Strategic
Creative-Strategic
Creative
Swiss Virtues
Technical Skills
Training, Tools and Processes
Understanding clicking behavior—observe your own behavior.
Understanding the customer—using customers personas.
Google Analytics basics—take the certification course and exam.
Basic concepts in statistics—explanation.
Structuring and optimizing campaigns—demonstration and hands-on.
Mindset of testing—mentoring and hands-on.
Conversion strategy—mentoring.
Understanding the PPC platforms and its players—background in macroeconomics.
Keyword research—demonstrate techniques.
Creative thinking—throw questions and techniques.
Adwords and Google Analytics basics—take the certification course and exam.
Run a small campaign. Make mistakes in a controlled environment. Read books.
Complete a PPC questionnaire. New features—follow industry blogs and twitter
accounts. AdWords Editor, Excel - demonstrate and hands-on
Digital PR pro
a.k.a The newsjacker
and newsmaker
You give journalists something to talk
about, and they bring you brand
awareness & traffic
As a digital PR pro, you can:
Take an existing breaking new story and
add your own spin to it and make it
noticeable (Oreo is a big expert here).
Do something that can make it into
the news—pull some newsworthy data,
launch a new newsworthy initiative, etc.
1
2
How’s that different
from a regular PR?
The key goal is to make sure your
digital PR efforts support your
SEO strategy. A.k.a. you get
valuable links from high-authority
online sources — from Forbes
to your industrial media outlet.
It’s a win-win:
Helps get you featured on good,
relevant sites that can help boost your
website’s rankings
Gives journalists something to talk
about; this can drive people back to
your own website, increase traffic, and
encourage them to take action (buy,
sign up for your newsletter, etc.).
1
2
The Future Gamer campaign
OnlineCasino.ca conducted a study and predicted how avid gamers could
look in the next 20 years if they didn't change their lifestyle Habits.
Meet Michael, the future
gamer of 2040.
It’s a creative campaign
to bring awareness
to dangerous lifestyle
choices many people
make—this is a call
for a change. They bring
people back to the original
website once the image
is shared virally in many
places.
Traditional PR skills Digital PR skills
Profile: Little or no digital experience. Doesn’t use data,
digital tools or other new channels to tell the story. Still highly
reliant on media as a core channel.
Audience: Uses “old school” media database— some still
in an Excel spreadsheet.
Message: Talks “at” audiences about “old-school”
company news only their execs care about rather
than “with” your audience.
Channels: Traditional media—press, radio,
TV, magazines plus basic social media
(non-targeted or organic only).
Measurement: Success measured by
traditional column inches, sentiment or other
“vanity” metrics like “likes” or followers,
or no formal measurement at all.
Profile: Digital savvy. Understands the power of combining
an integrated channel approach to ensure work is optimized
for “Search” and “Browse” mode.
Audience: Uses traditional media + targeted specialist journos +
influencers + online experts + segmented audiences who
matches the brand’s target audience.
Message: Creates authentic, quality content specifically geared
for “Search” and “Browse” mode for media/influencers and target
audience with useful content, not necessarily directly about
brand. Solves problems or provides a unique, tailored
experience.
Channels: Uses digital tools/data insights to deliver
relevant/engaging experiences across a range of channels
to create an omnipresence that builds engagement & online
authority across a range of channels.
Measurement: Uses tools such as Google Analytics; domain
authority, number and quality of backlinks, share (not likes) etc
to measure audience behavior and success.
Digital marketing roles & their day-to-days
67
SEO pros
● Analyze the competition
Improve and expand your
backlink profile
● Conduct technical audit
and fix the issues
● Manage your on-page
SEO
● Enjoy a range of local SEO
solutions
● Track your progress daily
Content pros
● Find ideas for
new content
● Build a strategy and
manage your content plan
● Make sure your content is
SEO friendly and original
● Analyze mentions
and track the impact
of your story
● Track your off-site content
performance
● Analyze and improve your
existing content
Advertising
pros
● Get insights for your search,
display, shopping campaigns
● Collect keywords and easily
manage your lists
● Create ad copy and manage
extensions
● Uncover opportunities
to save money and
skyrocket your ROI
● Reveal your paid search
competitors and their
strategies
Competitive
Research pros
● Analyze their regional
presence
● Discover opportunities
for growth
● Estimate capacity
and saturation of
a new market
● Use for presales
and pitching
● Get insights into
competitors' audience,
channels and tactics
Social Media
pros
● Plan, prepare and
schedule posts
● Find content to share
with your audience
● Discover fans
and influencers
● Measure and optimize
your performance
● Keep an eye on
your rivals
semrush.com
Want to step
into the shoes
of a digital
marketing pro?
7 Day Free Trial!
Fernando Angulo
Senior Market Research Manager, Semrush
f.angulo@semrush.com
@fernandoangulo
THANK YOU!
@Fernando1Angulo
Mastering Your Online Visibility - Fernando Angulo

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Mastering Your Online Visibility - Fernando Angulo

  • 1. MASTER CLASS NEW YORK, NY ~ MAY 16 - 17, 2024 DIGIMARCONEAST.COM | #DigiMarConEast Mastering Your Online Visibility Fernando Angulo SENIOR MARKET RESEARCH MANAGER SEMRUSH
  • 3. Fernando Angulo Senior Market Research Manager, Semrush f.angulo@semrush.com @fernandoangulo Hello! @Fernando1Angulo
  • 5. Semrush, Was It? We make online marketing easy. And these guys agree: 12M marketing professionals have already used Semrush 14 international awards As best SEO software suite 30% Fortune 500 companies use Semrush as their go-to marketing tool Semrush is an online visibility management and content marketing SaaS platform
  • 8. Because, this is what’s going on just as we speak:
  • 9. How well is their business’ online presence now? Where do they start? Where does their audience spend their time? Who are they? What do they like? What exactly are they searching for? And how does the user demand change over time? What’s the competitors’ game and how to outsmart them? Et cetera, et cetera, et cetera Okay, businesses need to build their visibility. But how do they know…. 1 2 3 4 5 6 …
  • 11. For companies today, maintaining visibility and presence online is critical. 11
  • 12. “Digital marketing encompasses a wide variety of marketing tactics and technologies used to reach consumers online. As a form of online marketing, it allows organizations to establish a brand identity and has revolutionized the marketing industry.” Southern New Hampshire University: What are the 8 Types of Digital Marketing? Now, what is digital marketing?
  • 13. Southern New Hampshire University: What are the 8 Types of Digital Marketing? Email Marketing Mobile Marketing Marketing Analytics Affiliate Marketing Search Engine Optimization Pay-Per-click Social Media Marketing Content Marketing 8 types of Digital Marketing 1 2 3 4 5 6 7 8
  • 14. While they all do different jobs, it’s all about the mix of long-term & short-term results Pay Per Click Quick results with paid advertising Social Media Brand awareness, loyal community, reputation PR / Digital PR Presence in media space, reputation Content Marketing + Search Engine Optimisation Creating website content that ranks in search engines
  • 15. Now, digital marketing is good for business. What’s in it for me?
  • 16. Job Title Household Income Hobbies and passion Movies/TV shows Content the consume
  • 17. Fast Pace & Change 1 The industry is changing every second—Google, Facebook, brands, data, tech, they are all changing the game as we speak. 2 Skills also change— from analytics to creative acumen, you’ll need everything you have to make it as a digital marketer. 3 Consumer-driven industry is changing as consumers change. And that happens all the time! No B.S. *boring stuff
  • 18. Money Average salary in the US (2023)—$64,000 (source: PathStream) Average salary in digital marketing: Average salary Satisfied with salary Believe that they are compensated fairly to the local market HS Grad $73,400 64% 73% Some College $90,400 37% 42% Bachelors Degree $100,020 44% 40% Masters Degree $123,470 33% 40% Doctorate Degree $132,610 67% 83% Source: McKinley (2023)
  • 19. Future Yep, of course, it’s Elon Musk & Mars. But the future is also digital! Source: eMarketer, February 2024
  • 20. 250k active job postings in the US on LinkedIn 65k entry-level job postings 52k degrees awarded in marketing in 2021 Is market in need of qualified digital marketers? Let’s see some stats. Future
  • 21. Exciting stuff! Now what do you do to turn into a digital marketing pro?
  • 23. The T-shaped Marketer Content Marketing Email Marketing Data & Analytics Paid Media Search Marketing Social Media E-commerce Marketing Facebook Ads Google Ads Instagram Ads Linkedin Ads ETC
  • 24. Online visibility & people who build it 24 semrush.com SEO pros Content pros Advertising pros Competitive Research pros Social Media pros
  • 25. SEO specialist a.k.a. The Ruler of the Google search
  • 26. What do you usually do when you need to research stuff? Right, you Google it. Let’s imagine we are selling ring lights for TikTokers. of shoppers say they always do research before they buy to ensure they are making the best possible choice.
  • 27. How do you get your website to the first page of Google and compete against 7.4M other results? That’s a job of the SEO specialist
  • 29. 40k search queries per second 3.5bln search queries per day 1.2trn search queries per year 2,900 But only around people who want to know if pickles can kill you each month
  • 30. What is an SEO expert? a.k.a. The Ruler of the Google search An SEO expert is someone that optimizes websites in order to achieve higher search engine rankings. High rankings = more traffic More traffic = more potential customers More customers = more money ?
  • 32. Okay, really, what do SEOs do? Analyze audience behavior: they know what people Google, how they Google, and even why they Google Make sure that whatever (and however) is written on the webpages actually meets people’s needs: so- called, on-page and keyword optimization Impact everything from visibility to revenue: they bring traffic and traffic brings $$$ Troubleshoot and mitigate risks: Google loves surprises and changes so SEOs have to follow all the updates and novelties and be ready to meet them armed and ready In charge of how people view the web 1 2 3 4 5
  • 33. What skills do you need for SEO?
  • 34. Content Marketer a.k.a. The R.R. Martin of Digital & the Best Friend of SEO specialist
  • 35. semrush.com Everything in marketing is CONTENT! Social media, Advertising, SEO, PR, etc.— everything is based on content. And it’s content marketers’ job to define the messaging that goes through all the marketing channels.
  • 36. You have to learn about the ins and outs of your audience: you “sell the hole, and not the drill”. You are the voice of your brand: it’s content marketers who shape the tone of voice of the company. You are essentially defining ALL marketing, company-wide: can you imagine any marketing effort that comes without content? You will strategize, for the long run: Because content marketing is not about random written or visual pieces scattered here and there. It’s actually about creating a funnel a potential customer has to go through to land at the most desired spot— purchasing decision! And you’re the one creating that funnel and filling in all the gaps. 1 2 3 4 It’s not just copywriting. It’s strategy.
  • 38. 38 How businesses use AI Top 5 use cases: ● Researching content ideas ● Rewriting text ● Creating new content ● Building a strategy ● Expanding text and ideas
  • 39. 39 How many companies already use AI in 2023? ● 67% of businesses now use AI for content marketing and SEO ● 37% cite lack of understanding or training as a barrier
  • 40. You can create a slide with an image only, or provide the image with the emotional statement In the realm of AI, the once steady pillars of content-related roles now face an epochal shift.
  • 41. What skills do you need for Content Marketing? Hard skills Soft skills
  • 42. Social Media Marketer a.k.a. a person who gets folks to check their Facebook/Twitter/Insta every minute
  • 43. How much time do you spend on social media? That’s okay— half of the world is also there! Digital Around the World
  • 44. That’s because these guys a doing a really good job!
  • 45. Best of luck explaining your new social media job to your parents
  • 48. Enter a new market? Launch a new product? Is there some untackled audience out there? New competitors changing the game? 1 2 3 4
  • 51. Digital Marketing Strategists Have the Answers! From exploring new markets to gathering competitive insights, digital marketing strategists can do it all— for the sake of finding new growth avenues and marketing opportunities. Being closely tied to the business side of…well, business, they are dealing with a set of very high-level and high- profile tasks.
  • 53. Yeezy.com experienced a 15,777.56% increase in traffic after Kanye West ran smart advertising for the brand during the Super Bowl
  • 54. Amazon.com witnessed a 49% traffic increase on Prime Day, compared to a 31% increase on Black Friday
  • 55. Tesla.com saw a 289% increase in traffic after reducing prices by up to 20% on several vehicles in January 2023
  • 56. It’s high stakes, big games, and business impact! On the constant lookout for new growth points: thanks to market and competitive data on hand, they always know whether there’s a new market or platform in town. Craft and revise the company’s marketing strategy: armed with a lot of intel, they come up with the most efficient ways to attract customers, market products, and go about all things marketing. Watching and defining market trends: you’ll have to know whether something—a product, a channel, or even an entire market—becomes obsolete, is simply a buzz, or a long-standing trend. Spot whenever there’s a new game-changer in town. 1 2 3 4
  • 57. Online Advertising / Pay-Per-Click pro a.k.a. The Don Draper, only analytical
  • 58. “The average person is now estimated to encounter between 6,000 to 10,000 ads every single day.” How many ads do you see a day?
  • 59. Digital advertisers’ job is to create ads and set them up to reach as many people at the lowest budget
  • 60. The Dichotomy of a PPC Pro The creative side: Brainstorm creative ideas. Run the fancy growth marketing hacks that help to test and try all things new— new messaging, new brand identity, new product launches, new audiences, etc. Know your audience to create the right message and use the right visual to catch the attention of as many people as possible. The producer & the director. The analytical side: Keeping eyes wide open as competitors are always stepping on your digital toes. You have to analyze, a lot: from campaign results to deciding on the best ad platforms, you will have to deal with performance stats and ROI calculations.
  • 61. PPC Capabilities Creative-Empathic Empathic Analytical-Empathic Analytical Analytical-Strategic Strategic Creative-Strategic Creative Swiss Virtues Technical Skills Training, Tools and Processes Understanding clicking behavior—observe your own behavior. Understanding the customer—using customers personas. Google Analytics basics—take the certification course and exam. Basic concepts in statistics—explanation. Structuring and optimizing campaigns—demonstration and hands-on. Mindset of testing—mentoring and hands-on. Conversion strategy—mentoring. Understanding the PPC platforms and its players—background in macroeconomics. Keyword research—demonstrate techniques. Creative thinking—throw questions and techniques. Adwords and Google Analytics basics—take the certification course and exam. Run a small campaign. Make mistakes in a controlled environment. Read books. Complete a PPC questionnaire. New features—follow industry blogs and twitter accounts. AdWords Editor, Excel - demonstrate and hands-on
  • 62. Digital PR pro a.k.a The newsjacker and newsmaker
  • 63. You give journalists something to talk about, and they bring you brand awareness & traffic As a digital PR pro, you can: Take an existing breaking new story and add your own spin to it and make it noticeable (Oreo is a big expert here). Do something that can make it into the news—pull some newsworthy data, launch a new newsworthy initiative, etc. 1 2
  • 64. How’s that different from a regular PR? The key goal is to make sure your digital PR efforts support your SEO strategy. A.k.a. you get valuable links from high-authority online sources — from Forbes to your industrial media outlet. It’s a win-win: Helps get you featured on good, relevant sites that can help boost your website’s rankings Gives journalists something to talk about; this can drive people back to your own website, increase traffic, and encourage them to take action (buy, sign up for your newsletter, etc.). 1 2
  • 65. The Future Gamer campaign OnlineCasino.ca conducted a study and predicted how avid gamers could look in the next 20 years if they didn't change their lifestyle Habits. Meet Michael, the future gamer of 2040. It’s a creative campaign to bring awareness to dangerous lifestyle choices many people make—this is a call for a change. They bring people back to the original website once the image is shared virally in many places.
  • 66. Traditional PR skills Digital PR skills Profile: Little or no digital experience. Doesn’t use data, digital tools or other new channels to tell the story. Still highly reliant on media as a core channel. Audience: Uses “old school” media database— some still in an Excel spreadsheet. Message: Talks “at” audiences about “old-school” company news only their execs care about rather than “with” your audience. Channels: Traditional media—press, radio, TV, magazines plus basic social media (non-targeted or organic only). Measurement: Success measured by traditional column inches, sentiment or other “vanity” metrics like “likes” or followers, or no formal measurement at all. Profile: Digital savvy. Understands the power of combining an integrated channel approach to ensure work is optimized for “Search” and “Browse” mode. Audience: Uses traditional media + targeted specialist journos + influencers + online experts + segmented audiences who matches the brand’s target audience. Message: Creates authentic, quality content specifically geared for “Search” and “Browse” mode for media/influencers and target audience with useful content, not necessarily directly about brand. Solves problems or provides a unique, tailored experience. Channels: Uses digital tools/data insights to deliver relevant/engaging experiences across a range of channels to create an omnipresence that builds engagement & online authority across a range of channels. Measurement: Uses tools such as Google Analytics; domain authority, number and quality of backlinks, share (not likes) etc to measure audience behavior and success.
  • 67. Digital marketing roles & their day-to-days 67 SEO pros ● Analyze the competition Improve and expand your backlink profile ● Conduct technical audit and fix the issues ● Manage your on-page SEO ● Enjoy a range of local SEO solutions ● Track your progress daily Content pros ● Find ideas for new content ● Build a strategy and manage your content plan ● Make sure your content is SEO friendly and original ● Analyze mentions and track the impact of your story ● Track your off-site content performance ● Analyze and improve your existing content Advertising pros ● Get insights for your search, display, shopping campaigns ● Collect keywords and easily manage your lists ● Create ad copy and manage extensions ● Uncover opportunities to save money and skyrocket your ROI ● Reveal your paid search competitors and their strategies Competitive Research pros ● Analyze their regional presence ● Discover opportunities for growth ● Estimate capacity and saturation of a new market ● Use for presales and pitching ● Get insights into competitors' audience, channels and tactics Social Media pros ● Plan, prepare and schedule posts ● Find content to share with your audience ● Discover fans and influencers ● Measure and optimize your performance ● Keep an eye on your rivals semrush.com
  • 68. Want to step into the shoes of a digital marketing pro?
  • 69. 7 Day Free Trial!
  • 70. Fernando Angulo Senior Market Research Manager, Semrush f.angulo@semrush.com @fernandoangulo THANK YOU! @Fernando1Angulo
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