This presentation was given the 23/02/2017 to final year student at Dublin City University by André Bastié.

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Introduction
to Digital Marketing
André Bastié
MSc Electronic Commerce
andre.bastie2@mail.dcu.ie

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WHAT’S DIGITAL
MARKETING ?

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CHANGING MEDIA HABITS
(US)
TV
Digital
Radio
Print
0 12,5 25 37,5 50
4%
15%
43%
38%
6%
22%
25%
47%
2010 2014
Source: eMarketer ‘Digital Set to Surpass TV’ (2014).

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Source: KPCB: Internet Trends, 2016
Time spent per day interacting with
digital media (2008 - 2015 ; US)
Mobile

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Source: KPCB : Internet Trends, 2016 ; McCann Erickson (1926-1979); Morgan Stanley Research, Magna, RAB, OAAA, IAB, NAA, PIB (1980-2015)
Advertising channels expenditure for
the first 20 years (US)
In 2015 Dollars

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Newsletter
Search Engine Marketing
Search Engine Optimisation
Mobile
Social Media
Content marketing
Video
Display
Blogging
Growth Hacking
?

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8. WHAT CHARACTERISE’S
DIGITAL MARKETING ?
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€
CHEAP

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LIMITLESS

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MEASURABLE

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FREEDOM

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SEARCH ENGINE
OPTIMISATION

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THE WEB TODAY
1
BILLION
WEBSITES
50
TRILLION
OF WEB PAGES

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Source : Moz
Consider the web as
a subway map.
Each stop is a
unique document.
Search engines will
use links to crawl
the web.

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3
2
1
1. USER ENTERS
A SEARCH
QUERY
2. GOOGLE SCANS
ITS INDEX FOR
WORDS IN THE
SEARCH QUERY
3. GOOGLE
SELECTS
DOCUMENTS THAT
ARE RELEVANT
4. DOCUMENTS ARE
RANKED BY
PAGERANK +
OTHERS
5. DOCUMENTS ARE
RANKED BY
PAGERANK +
OTHERS
How does a search engine process a query ?

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64 %
21.4 %
12.2 %
Source : comScore Explicit Core Search Query Report (Desktop Only) - February 2016 vs. January 2016- Total U.S. – Desktop Home & Work Locations
Search Engine Market Shares

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Search engine optimisation is the process of
improving the visibility of a website or a web
page in search engines via the organic
or un-paid search results.
But what’s SEO ?

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That’s where you want to be. 91.5% of Google traffic.
Poor performers. Respectively 4.8%, 1.1% and 0.4% of Google traffic.
No mans land. 0.1% of Google traffic.
Data driven by Chitika Insights June 2013. Data is representative of Google search traffic within the U.S. and Canada only

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33%
18%
11%
8%
Data driven by Chitika Insights June 2013. Data is representative of Google search traffic within the U.S. and Canada only
YOU WANT TO
GET THE FIRST
POSITION.

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What elements impact ranking ?
quality
text
links
other
+200
FACTORS

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Source : Gudivada, V.N., Rao, D. and Paris, J. (2015) ‘Understanding search-engine optimization - IEEE Xplore document’, Understanding Search-Engine Optimization, 48(10), pp. 43 – 52. doi: 10.1109/MC.2015.297.
On-page optimisation
Content
Natural and authentic use of
keywords that capture page’s
topic.
THE PROCESS OF MAKING YOUR WEBSITE MORE UNDERSTANDABLE FOR A SEARCH ENGINE
Document Structure
- <title> </title> : 50-75 characters,
well written, unique title, …
- Meta description tags
- Anchor text
Website Structure
- Robot files
- Link structure
- Restricted page indexing
- Custom 404 / Privacy Policy

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Source : Gudivada, V.N., Rao, D. and Paris, J. (2015) ‘Understanding search-engine optimization - IEEE Xplore document’, Understanding Search-Engine Optimization, 48(10), pp. 43 – 52. doi: 10.1109/MC.2015.297.
Off-page optimisation
High quality links
Keywords-rich links
From highly ranked website
- Website with higher PageRank
THE PROCESS OF INCORPORATING INBOUND AND OUTBOUND EXTERNAL LINKS
Social Media
- Great source of incoming links.
PageRank
PageRank use “the link structure of the Web to produce a global importance ranking of every
web page” with a score from 1 to 10.

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Spamdexing
• Automatic page generation
• Link spam
• Hidden text
• Hidden links
• and more
Refers to deceptive practices that aim to
secure top placement in the first page.
Impact negatively your chance to be
highly ranked.
YOU BUILD WEB PAGES FOR
USERS NOT FOR SEARCH
ENGINES

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SEARCH
ENGINE
MARKETING

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Why should you pay for ads ?
1. IMMEDIATE TRAFFIC
2. CONTROL YOUR MESSAGE
AND LANDING PAGE
3. DRIVES MORE TRAFFIC
- GOOGLE ADWORDS
- BING ADS (Includes Yahoo!)
What are the main platforms ?

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THE AUCTION
Source : Google
Quality Score Max CPCX Ad Rank=
AD RANK
“ The process that happens with each Google search to decide
which ads will appear for that specific search and in which
order those ads will show on the page. ”

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Quality Score Max CPCX Ad Rank=
A measurement of how useful and relevant the ad will be to the user.
It’s a score on a 1-10 scale
Components of Quality Score :
Ad Relevance
Landing page quality
Historical CTR of keywords
Source : Google

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Quality Score Max CPCX Ad Rank=
Highest amount you are willing to pay for a click on your ad.
MAXIMUM COST-PER-CLICK BID
Factors to take in consideration when
setting-up the Max CPC :
• Your campaign type
• The cost of your keywords
• The success of your keywords
💸 💸 💸
Source : Google

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Quality Score Max CPCX Ad Rank=
Ad
Ad
QS = 1 // Max CPC = 6
QS = 6 // Max CPC = 2
Source : Google

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GROWTH HACKING

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“ We all want to
do more with
less ”
— Someone

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The end goal of Growth Hacking is to build a
self-perpetuating marketing machine that
reaches millions by itself. — Aaron Ginn
“ Definition

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THE HOTMAIL CASE STUDY
PS : I love you. Get your free email at hotmail.
• Investors did not want them to spend
on traditional advertising because it
was too expensive.
• 3000 new users per day.
• 1 Million within 6 Months.
Founded in 1996 by Sabeer Bhatia
and Jack Smith, Hotmail was the first
browser-based email service.
From :
To :
Source: https://techcrunch.com/2009/10/18/ps-i-love-you-get-your-free-email-at-hotmail/

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THE AIRBNB CASE STUDY
• Airbnb thought that Craigslist was
impersonal, scam-filled super platform.
However, Craigslist had a significant
advantage which was its User Data Base
•Invited their customers to publish their
Airbnb listing on Craigslist.
Founded in 2007 by Brian Chesky
and Joe Gebbia.
From :
To :
Source: https://growthhackers.com/growth-studies/airbnb ; http://andrewchen.co/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/
support@airbnb.com
rachel@customer.com
Object : “A couch in Dublin” to Craigslist
Hi Rachel,
Re-posting your listing from Airbnb to Craigslist increases your
earnings by $500 /month on average.
Click here to repost “A couch in Dublin” in 1 click.
By reposting your listing to Craigslist you’ll get the benefit of
more demand, while still being able to use Airbnb to manage and
moderate your inquiries.
Best,
Airbnb Support Team

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TRENDS

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Source: Adobe & PageFair /// *US + Europe
Adblocking Users on Web
GROWTH YoY*
17.7%
41%
IRELAND

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Daily Number of Photos Shared
Source: KPCB : Internet Trends, 2016

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Snapchat Geo-Fenced Filter
(RED)
Source : Snapchat https://storage.googleapis.com/snapchat-web/success-stories/pdf/pdf_red_en.pdf
The Gates Foundation donated $3 each
time the filter was used.
76 MILLION TOTAL VIEWS
90% likelihood to donate amongst
those who saw the filter.

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Snapchat Geo-Fenced Filter
other examples
ClickClick

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VIDEO
BY 2020 : 82%
OF INTERNET TRAFFIC
Source: KPCB : Internet Trends, 2016 ; Cisco VNI, 2016 ; Nielsen/IAB : VOD Report, 2016
FACEBOOK LIVE
PERISCOPE / YTB
56%
79%
87%
WATCH MORE VOD
THAN TV
400%
INCREASE
IN ONE YEAR
WATCH VOD MORE
THAN 1 HOUR PER DAY*
WATCHED VOD IN THE
LAST 6 MONTHS*
* Age : 16-34

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gitalPhy

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SPOTIFY

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AR TECHNOLOGY
MAKES DIGITAL AND PHYSICAL WORLD
EVEN MORE INTER-CONNECTED

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THANKS
@andrebastie
andre.bastie2@mail.dcu.ie

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Further Readings
Page, L., Brin, S., Rajeev, M. and Terry, W. (1998) The PageRank Citation Ranking: Bringing Order to the Web.
Available at: http://ilpubs.stanford.edu:8090/422/1/1999-66.pdf
SEARCH
ENGINE
OPTIMISATION
The beginners guide to SEO, Moz. Available at : https://moz.com/beginners-guide-to-seo
Gudivada, V.N., Rao, D. and Paris, J. (2015) ‘Understanding search-engine optimization - IEEE Xplore
document’, Understanding Search-Engine Optimization, 48(10), pp. 43 – 52. doi: 10.1109/MC.2015.297.
Google Academy for Ads —> https://landing.google.com/academyforads/#?modal_active=none
SEARCH
ENGINE
MARKETING
Barron Braden. (2011) Why search engine marketing is better than TV.
Green, David C. (2003) Search Engine Marketing: Why it Benefits Us all.
Gartner CMO Spend Survey 2016-2017 —>https://drive.google.com/file/d/
0B1DXhPe_OmGLb2pMXy1EUGh0cE0/view?usp=sharing

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Further Readings
Dave McClure - Startup Metrics for Pirates: AARRR! —> https://www.youtube.com/watch?v=irjgfW0BIrw
GROWTH
HACKING
“Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and
Advertising” by Ryan Holiday.
—> DCU Library
—> eBook
—> Amazon
Hotmail Case Study —> https://techcrunch.com/2009/10/18/ps-i-love-you-get-your-free-email-at-hotmail/
The definitive guide to growth hacking —> https://www.quicksprout.com/the-definitive-guide-to-growth-
hacking/
Airbnb Case Study: https://growthhackers.com/growth-studies/airbnb ; http://andrewchen.co/how-
to-be-a-growth-hacker-an-airbnbcraigslist-case-study/

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Further Readings
Adobe Adblock Report —> https://pagefair.com/blog/2015/ad-blocking-report/
TRENDS
#MUSTREAD
www.kpcb.com/internet-trends
Beacon Technology —> https://developer.apple.com/ibeacon/Getting-Started-with-iBeacon.pdf
Phygital —> http://searchsalesforce.techtarget.com/definition/Phygital
Engaging and cultivating Millenials and Generation Z—> http://www.slideshare.net/Ologie/engaging-and-cultivating-millenials-gen-z
Video —> http://iabireland.ie/wp-content/uploads/2015/05/Nielsen-IAB-VOD-Wave-2FINAL.pdf

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THANKS
@andrebastie
andre.bastie2@mail.dcu.ie