Learn the basics of online marketing. General session to Sahm Group employees by Mohamed Abdel Kareem

1. Introduction To
Digital Marketing
By :Mohammed Abdel Kareem
Sahm Group Inc
2011
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2. Purpose of today’s session
Give you:
 Basics of E-marketing
 E-marketing Tools
 Helping tools & URLS
Plz
 Share your experience
Ask Questions
Challenge me
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3. E-Marketing Tools
SEO
Web
Social
analytics
Media
&Testing
E-marketing
Online
advertising Data base
marketing
SEM
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4. Organization Structure
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5. Organization Structure
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6. E-Marketing summary
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7. ------------------------------------------------------ 7

8. E-Marketing
 Achieving marketing objectives through
applying digital technologies.
E-Marketing – Online
 The application of the Internet and related
Marketing- Digital
digital technologies in conjunction with
Marketing
traditional communications to achieve
marketing objectives.
 Describe the management and execution of
marketing using electronic media such as
the web, e-mail, interactive TV and wireless
media in conjunction with digital data about
customers’ characteristics and behaviour.
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9. Internet marketing is associated with
.
several business models:
• Digital Marketing
• E-commerce
• E-business
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10. E-Commerce
• It’s simply refer to buying and selling using the
Internet.
• people immediately think of consumer retail
purchases from companies such as Amazon…
However, e-commerce refers to both financial
mediated transactions between an
organisation and any third party it deals with
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11. E-Business
• All electronically mediated information
exchanges, both within an organisation and
with external stakeholders, supporting the
range of business processes.
• IBM / Dell….
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12. Different types of online presence
1- Transactional e-commerce site
2- Services-oriented relationship-building web site
3- Brand-building site
4- Portal or media site
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13. Web 2.0 concept
• A collection of web services that facilitate
certain behaviours online such as
• Community participation
• User-generated content
• Rating and tagging.
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14. Benefits of Digital Marketing
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15. Strategic online marketing plan (Pathway)
2011
Become a Social
Objectives Build an effective
Network success Grow customer base
online brand
story
Goals 15 k website 1000 reg. 1,000 inbound 5 k Twitter
visits /mo customers /mo links followers
Strategies Optimize
SEO
Launch paid
Social Media
website advertising
Implement
Tactics Multivariate 20+ blog posts SEM buys on
testing each mo Google tracking code
Usability Syndicate w/ Affiliate Daily data
testing RSS & API program briefings
Optimize for YouTube/FB Social search Performance
mobile channels campaigns based bonuses
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16. Search Engine Optimization
• The Search Landscape
• How Search Engines Work
• Search Engine Business models
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17. Search Engine Landscape
3Billion Searches
Per Day
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18. Why should you care about SEO?
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19. Organic vs. Paid Search
Paid
Organic
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20. Organic vs. Paid Search
10% of Clicks
90% of Clicks
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21. How Search Engine works?
Crawling & Indexing
Crawling
Indexed
Ranking
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22. Many Domains vs. One Domain
VS.
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23. SEO Ranking factor
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24. Crawlability / Link Architecture
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25. Duplicate Content
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26. Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Keywords in page name,
Single domain separated by hyphen
Shallow folder structure
with relevant words
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27. Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
No keywords in the URL string
Unnecessary
Sub-domain Dynamic URLs don’t perform as well as
static and engines recommend against
more than two parameters
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28. Important Tags & Signals
Title Tags
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29. Meta Descriptions
Meta Descriptions
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30. Tag Length Recommendations
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31. Image Alt Attributes
Good keyword usage
in the alt tag
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32. Tools & Tactics for Brainstorming
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33. Salespeople & Customers
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34. Google AdWords Tool
Be Wary of
Match Type
https://adwords.google.com/select/KeywordToolExternal
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35. Google Trends
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37. Social Media Landscape
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38. The 4 key areas of online PR
Social media strategy?
E-PR activities E-PR activities
o Inbound link-building o Surveys and polls
a r ro g
o Content creation o Audience research:
h
2. & D
se s th ctin
ch u g
En ia
o Blogs r a
to ttr o Social media inc
ga log
o Feeds (RSS) user-generated content
vi 1. A
ge ue
o Press releases o Own blog
m
si
en
o Influencing media o Influencing media owners
t
owners
Online
E-PR activities PR
E-PR activities
o Propagating o Brand protection
‘big idea’
3.
i s ve
o Monitoring
Bu pa z
r i s n si
C
o Web editorial
am uz
and response:
ild ign
contacts
/ C efe
in
o Social media
B
D
g
o Viral agents
4.
o Influencing media
o Seeding viral owners
o Press releases
o Influencing media
owners
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39. Social Media tasks
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40. One more, what is Social Media?!
It is a fancy way to describe Millions on “conversations” people have online 24/7
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41. The power of Social Media?
Because it is all about Being Human!
It is about 4C
Communications,
 Connections,
 Collaboration,
 Contributions,
 Content creation,
sharing
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42. The power of Social Media?
It is about a DIALOGUE
It creates a two way communications medium between a brand/company
and its consumers
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43. What Can Social Media Do for me?
People that don’t love your
brand will love it, those
who already love it will
become your most powerful
brand ambassadors
Loyalty Building
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44. Facebook in Egypt
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45. Facebook in Egypt
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46. Facebook in Egypt
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47. Facebook in Egypt
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48. Facebook in Egypt
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49. Social Media Tools
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50. Reputation Management
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51. Performance measurement
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52. Online Advertising Glossary
• Pay-per-click (PPC)
The pricing structure used by some online channels
to charge an advertiser each time a user clicks on the
advertiser's ad. The amount is usually set by the
advertiser, not by the channel. Also called cost-per-
click (CPC).
• CPM
This stands for cost-per-thousand impressions. A
CPM pricing model means advertisers pay for
impressions received
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53. Online Advertising Glossary
• Click through rate (CTR)
(CTR) is the number of clicks that your ad receives divided by the number of
times that your ad is displayed (impressions). Your ad and keyword each
have their own CTRs, unique to your own campaign performance.
Keyword Matching Options
• Broad match: keyword (no punctuation)
Allows your ad to show for searches on similar phrases and relevant
variations
• Phrase match: "keyword"
Allows your ad to show for searches that match the exact phrase
• Exact match: [keyword]
Allows your ad to show for searches that match the exact phrase
exclusively
• Negative match: -keyword
Ensures your ad doesn't show for any search that includes that term
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54. Thanks for your Time
Mohammed Abdel Kareem
Sahm Group 2011
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