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The Digital Pivot: Secrets of Online Marketing

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Eric Schwartzman
Media Cheat Sheet
Figure 1.1- This graph charts the course from nano to mega influencer by moving through the owned, shared, earned, and paid media channels in sequence. Of all the media channels, earned media provides the greatest opportunity for growth.
Figure 1.2- Paid media is fast but temporary. SEO is slow but durable. Email is predictable. Social media requires ongoing effort and is the least predictable media channel. Source: Content Chemistry by Andy Crestodina

Chapter 1: The Art of the Pivot

6 Pins
Figure 2.1-Heat map of the homepage at ericschwartzman.com generated by Hotjar from over 1000 visitors to the page

Chapter 2: Digital Customer Insights

1 Pin
Figure 3.1- Revenue in billions of dollars at Netflix and Blockbuster from 2004 to 2013. During that period, Netflix put Blockbuster out of business. Change + Velocity = Disruption. Source: Mary Meeker
Figure 3.2- Business process map showing how four different departments collaborate in a digital environment to process a phone order stimulated by an email marketing campaign. Each of the four departments has their own lanes. These are frequently called “swim lanes.” The workflow process begins at the top of the chart in the Marketing department, moves into Inside Sales, then Sales, and concludes in the Customer Success department.
Figure 3.3- The diagram shows the steps a buyer takes when hiring a freelancer using a product I developed with Billy Howard, Jr., Adam Thornton, Eric Bush, and Alex Saavedra at the Center for Digital Innovation at Howard Industries. Payoneer was the right e-commerce provider for our use-case because they allowed us to hold the buyer’s funds in escrow and make incremental distributions against milestones until the job was complete.

Chapter 3: Stack, Funnels, and Automation

3 Pins
Figure 4.1- Google displays ‘related’ searches at the bottom of their search results pages. This is essentially a window into how Google determines relevance because they are telling you that they consider all these searches to be related to one another. Therefore, if you have the best content for all these terms, you are likely to rank for them in queries as well.
Figure 4.2 - Long Tail Theory - Since stores are limited in how much space they have for inventory, they stock best selling items, represented by the green spike. If this was a chart showing sales by product, a retailer would stock more of the top sellers to generate higher returns. But if you were selling digital music performances on a jukebox, like my client Ecast, your inventory costs are zero. Now, the long yellow tail of the graph becomes just as lucrative as the green spike.
Figure 4.3- Knowledge panel from page one of search results. If you search the keyword “google,” this panel appears in the upper right-hand corner of the search results page. Knowledge panels list factual information about brands.

Chapter 4: Search Engine Optimization

12 Pins
Figure 5.1- Image by Gage Skidmore (cropped) Creative Commons BY-SA 2.0
Figure 5.2- INK Founders (l. to r.) CTO Alexander De Ridder, CRO Gary Haymann, and CEO Michael Umansky with their Content Performance Optimization Patent.
Figure 5.3- Virality map from Talkwalker with a timeline illustrating how a tweet gets republished and amplified to reach a larger audience.

Chapter 5: The Laws of Virality

3 Pins
Figure 9.1- Tech reporter Brad Stone appearing on my first batch of podcast recordings at Bulldog Reporter 2005 in San Francisco.
Figure 9.2- With podcasting, content proximity impacts conversions and commerce. In this graph, you see the Behind the Curtain at the LA Opera podcast on their website as well as what it looks like on Apple Podcasts on mobile and desktop devices. While the LA Opera can include an option to purchase tickets alongside their podcast on their own website, they cannot do so in Apple Podcasts. Source: https://www.laopera.org/discover/podcasts/

Chapter 9: Podcasting

2 Pins
Figure 10.1- Organizational chart representing how clients typically interface with PR agencies. An employee on the client side serves as the agency liaison and outsources all aspect of public relations outreach from strategy to execution to an external PR agency.
Figure 10.2- By decoupling the senior level, strategic counsel that a PR firm brings with tactical execution and bringing that piece of the equation in-house, clients get a dedicated resource and more effective outreach apparatus.

Chapter 10: Digital PR

2 Pins
Figure 11.1- Marketing generates leads that sales converts into customers. The overlap of the two departments is an emerging discipline known as sales engagement, which is a collaborative effort to continuously improve lead quality and conversions. Marketing supports sales by scoring leads, so sales knows which ones are hot. Sales supports marketing by providing insights into what messages buyers respond to, so marketing can create content that addresses buyers’ concerns.
Figure 11.2- Screenshot of the website for NYU loaded in the Chrome Browser. The website is located at an http:// address which is considered not secure by Google’s browser.
Figure 11.3- Screenshot of a bot registration that found its way into my CRM. Bot registrations like this pollute email marketing lists.

Chapter 11 - Inbound Lead Generation

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Online Marketing
Paid Media
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Medium Online
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Audio Books
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Media Cheat Sheet
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
From Chapter 1 of The Digital Pivot: Secrets of Online Marketing
Owned, Shared, Earned and Paid Media
From Chapter 1 of The Digital Pivot: Secrets of Online Marketing
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 3.3- The diagram shows the steps a buyer takes when hiring a freelancer using a product I developed with Billy Howard, Jr., Adam Thornton, Eric Bush, and Alex Saavedra at the Center for Digital Innovation at Howard Industries. Payoneer was the right e-commerce provider for our use-case because they allowed us to hold the buyer’s funds in escrow and make incremental distributions against milestones until the job was complete. Digital Marketing, Escrow, Thornton, Job Offer, Use Case, Milestones, Hiring, Commerce
Digital Marketing
Escrow
Thornton
Job Offer
Use Case
Milestones
Hiring
Commerce
Tech Stack Hedging
Figure 3.3- The diagram shows the steps a buyer takes when hiring a freelancer using a product I developed with Billy Howard, Jr., Adam Thornton, Eric Bush, and Alex Saavedra at the Center for Digital Innovation at Howard Industries. Payoneer was the right e-commerce provider for our use-case because they allowed us to hold the buyer’s funds in escrow and make incremental distributions against milestones until the job was complete.
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 1.1- This graph charts the course from nano to mega influencer by moving through the owned, shared, earned, and paid media channels in sequence. Of all the media channels, earned media provides the greatest opportunity for growth. The Secret, Eric, Charts, Graphing, Opportunity
The Secret
Eric
Charts
Graphing
Opportunity
Earned Media Leverage Point
Figure 1.1- This graph charts the course from nano to mega influencer by moving through the owned, shared, earned, and paid media channels in sequence. Of all the media channels, earned media provides the greatest opportunity for growth.
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 1.2- Paid media is fast but temporary. SEO is slow but durable. Email is predictable. Social media requires ongoing effort and is the least predictable media channel. Source: Content Chemistry by Andy Crestodina Analogy, Temporary, Chemistry, Andy
Analogy
Temporary
Chemistry
Andy
Andy Crestodina's Traffic Source-Boat Analogy
Figure 1.2- Paid media is fast but temporary. SEO is slow but durable. Email is predictable. Social media requires ongoing effort and is the least predictable media channel. Source: Content Chemistry by Andy Crestodina
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 1.3- If you search the phrase “seo tools” on Google, the top result is an advertisement, which is paid media. Traffic Driving, Free Seo Tools, Video Setting, Competitor Analysis, Link Building, Backlinks, Ppc, Paying
Traffic Driving
Free Seo Tools
Video Setting
Competitor Analysis
Link Building
Backlinks
Ppc
Paying
Semrush Pay-per-Click Ad
Figure 1.3- If you search the phrase “seo tools” on Google, the top result is an advertisement, which is paid media.
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 1.4- Screenshot of the landing page Semrush links to from their Google pay-per-click ad. There is no header or footer navigation to lead the visitors astray. The only option is to sign up for a free trail. Footer, Seo Tools, The Visitors, Try It Free, Landing Page, Header
Footer
Seo Tools
The Visitors
Try It Free
Landing Page
Header
Semrush Landing Page
Figure 1.4- Screenshot of the landing page Semrush links to from their Google pay-per-click ad. There is no header or footer navigation to lead the visitors astray. The only option is to sign up for a free trail.
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 1.5- This screenshot from SimilarWeb, a digital marketing intelligence platform, benchmarks Semrush.com against broader industry averages. Source: SimilarWeb Marketing And Advertising, Competitive Intelligence, Paid Search, Display Ads, Referrals
Marketing And Advertising
Competitive Intelligence
Paid Search
Display Ads
Referrals
Competitive Intelligence Software by SimilarWeb
Figure 1.5- This screenshot from SimilarWeb, a digital marketing intelligence platform, benchmarks Semrush.com against broader industry averages. Source: SimilarWeb
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 2.1-Heat map of the homepage at ericschwartzman.com generated by Hotjar from over 1000 visitors to the page Heat Map, Online Traffic, Homepage, Hardcover
Heat Map
Online Traffic
Homepage
Hardcover
Heat Map by Hotjar
Figure 2.1-Heat map of the homepage at ericschwartzman.com generated by Hotjar from over 1000 visitors to the page
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 3.1- Revenue in billions of dollars at Netflix and Blockbuster from 2004 to 2013. During that period, Netflix put Blockbuster out of business. Change + Velocity = Disruption. Source: Mary Meeker Meeker, Velocity, Revenue, Netflix
Meeker
Velocity
Revenue
Netflix
Netflix vs Blockbuster
Figure 3.1- Revenue in billions of dollars at Netflix and Blockbuster from 2004 to 2013. During that period, Netflix put Blockbuster out of business. Change + Velocity = Disruption. Source: Mary Meeker
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 3.2- Business process map showing how four different departments collaborate in a digital environment to process a phone order stimulated by an email marketing campaign. Each of the four departments has their own lanes. These are frequently called “swim lanes.” The workflow process begins at the top of the chart in the Marketing department, moves into Inside Sales, then Sales, and concludes in the Customer Success department. Email Marketing Campaign, The Marketing, Business Process Mapping, Marketing Department, Phone Orders, Work Tools, Workflow
Email Marketing Campaign
The Marketing
Business Process Mapping
Marketing Department
Phone Orders
Work Tools
Workflow
Business Process Map
Figure 3.2- Business process map showing how four different departments collaborate in a digital environment to process a phone order stimulated by an email marketing campaign. Each of the four departments has their own lanes. These are frequently called “swim lanes.” The workflow process begins at the top of the chart in the Marketing department, moves into Inside Sales, then Sales, and concludes in the Customer Success department.
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 3.3- The diagram shows the steps a buyer takes when hiring a freelancer using a product I developed with Billy Howard, Jr., Adam Thornton, Eric Bush, and Alex Saavedra at the Center for Digital Innovation at Howard Industries. Payoneer was the right e-commerce provider for our use-case because they allowed us to hold the buyer’s funds in escrow and make incremental distributions against milestones until the job was complete.
Tech Stack Hedging
Figure 3.3- The diagram shows the steps a buyer takes when hiring a freelancer using a product I developed with Billy Howard, Jr., Adam Thornton, Eric Bush, and Alex Saavedra at the Center for Digital Innovation at Howard Industries. Payoneer was the right e-commerce provider for our use-case because they allowed us to hold the buyer’s funds in escrow and make incremental distributions against milestones until the job was complete.
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 4.1- Google displays ‘related’ searches at the bottom of their search results pages. This is essentially a window into how Google determines relevance because they are telling you that they consider all these searches to be related to one another. Therefore, if you have the best content for all these terms, you are likely to rank for them in queries as well. Sales Training, Training Programs, Case Study, Curriculum, Terms
Sales Training
Training Programs
Case Study
Curriculum
Terms
Google Related Searches
Figure 4.1- Google displays ‘related’ searches at the bottom of their search results pages. This is essentially a window into how Google determines relevance because they are telling you that they consider all these searches to be related to one another. Therefore, if you have the best content for all these terms, you are likely to rank for them in queries as well.
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 4.2 - Long Tail Theory - Since stores are limited in how much space they have for inventory, they stock best selling items, represented by the green spike. If this was a chart showing sales by product, a retailer would stock more of the top sellers to generate higher returns. But if you were selling digital music performances on a jukebox, like my client Ecast, your inventory costs are zero. Now, the long yellow tail of the graph becomes just as lucrative as the green spike. Content Marketing, Seo Tutorial, Internet Business, Long Tail, Tailed, Theories, Start Up, Development
Content Marketing
Seo Tutorial
Internet Business
Long Tail
Tailed
Theories
Start Up
Development
Long Tail Theory
Figure 4.2 - Long Tail Theory - Since stores are limited in how much space they have for inventory, they stock best selling items, represented by the green spike. If this was a chart showing sales by product, a retailer would stock more of the top sellers to generate higher returns. But if you were selling digital music performances on a jukebox, like my client Ecast, your inventory costs are zero. Now, the long yellow tail of the graph becomes just as lucrative as the green spike.
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing
Figure 4.3- Knowledge panel from page one of search results. If you search the keyword “google,” this panel appears in the upper right-hand corner of the search results page. Knowledge panels list factual information about brands. Advertising Technology, Knowledge Panel, Google Technology, Sundar, 2015 Trends, Cloud Computing, Search Engine
Advertising Technology
Knowledge Panel
Google Technology
Sundar
2015 Trends
Cloud Computing
Search Engine
Google's Knowledge Panel
Figure 4.3- Knowledge panel from page one of search results. If you search the keyword “google,” this panel appears in the upper right-hand corner of the search results page. Knowledge panels list factual information about brands.
Eric Schwartzman
Eric Schwartzman
The Digital Pivot: Secrets of Online Marketing