1. DIGITAL
MARKETING 101

2. Most of the biggest brands and
businesses use
traditional advertising.

3. Old way is too
expensive and
inefficient.

4. What’s on the rise?
Smartphones and tablets
ownership rates are rising an
extraordinary rate
climbing from a median of 21%
in 2013 to 37% in 2015.
The mobile Internet penetration
rate is growing at a rate of 1.5x
or 30 million users every year
People seek
mobility and convenience
J. Poushter, pewglobal, 2016
Rappler Philippines, 2016

5. WE DO NOT JUST GO ONLINE
“WE LIVE ONLINE”

6. Due to these insights, marketers and businesses
extended its power to market through online.

7. What is DIGITAL MARKETING?
In simplistic terms, digital
marketing is the promotion of
products or brands via one or
more forms of electronic media.
Total spending on Digital Marketing is
predicted to grow 12.9% in 2016. The
Internet will become the largest
medium for advertising in 2016
(ahead of TV).
webbiquity, 2016

8. As the world of advertising and marketing continuously and quickly evolves, the extreme
demand to connect to the consumers also increases. Everyone seeks for ease and
convenience for their different necessities. The emergence and rise of smartphone usage in
the country is proof of this wherein people never leave their homes without it. This signals the inevitable
trend shift of effective and efficient advertising.

9. Digital Marketing, unlike traditional advertising opportunities, offers cost efficient and
specifically targeted options to reach the desired demographic of every advertiser. Where traditional
media’s effectivity can only be guessed and estimate, digital marketing campaigns are quantifiable and
comes with analytics to prove the effect and outcome of the campaign.
In this on-demand world, advertisers must reach audiences’ in every touch point that is relevant
to their different lives and businesses. realizes this and aims to guide our clients to
understand, be effective, and get ahead with our broad array of digital marketing services.

10. provides
DIGITAL MARKETING
services
EMAIL MARKETING
PROGRAMMATIC MARKETING
INFLUENCER MARKETING
WIFI HOTSPOTS
SOCIAL MEDIA MARKETING

11. One of the advantages of digital marketing is the precision of
targeting the audiences based on their locations, age
group, gender, and interests. That is why advertisers also
consider directly marketing a commercial message to a
group of people using email.
What is
Businesses can count on email marketing as an effective way for retailers to
RETAIN and ACQUIRE their customers. In Europe and America, more than
80% - according to a study – depend on customer acquisition and
another 80% rely on customer retention.
?
sources: emarketer, 2016

12. LIST OF EMAILS
• legitimate and existing
• included in the target
• highly interested in the market

13. RIGHT TOOLS
• well designed emails
• no complex coding
• will allow to preview the final product

14. DELIVERABILITY
• compatibility (mobile friendly)
• readable formats
• “spam” analysis

15. SEGMENTATION OF AUDIENCE
Geographic
Location

16. SEGMENTATION OF AUDIENCE
Demographic

17. SEGMENTATION OF AUDIENCE
Purchasing power

18. SEGMENTATION OF AUDIENCE
Time of Day

19. SEGMENTATION OF AUDIENCE

20. TRACKING, ANALYZATION, ADJUSTMENT
• how many people opened the email
• how many people click your links
• how many emails returned undeliverable

21. • Personalization of email grabs effectiveness rather
than using general email blasts. That knowledge of
personalizing email offers could create different email
marketing messages to different types of customers.
• Welcoming new potential customers is an asset and also a widely
acceptable opportunity for engagement rate.
• Mobility is a must. We are in a world of digital progression and
development. An extreme percentage of consumers seek for mobility
since usage of smartphones is a current standard for relevant lives
and businesses.
WHAT CAN DO:

22. Programmatic Marketing offers contextual targeting and smart
profiling.
Programmatic marketing is considered as the future of digital advertising as well as
the whole world of advertising. Because of its automation and high precision in
targeting audience, it is a desirable option for advertisers and businesses to
penetrate more in this platform. With high relevance and quality of ad, it can gain
convenience with low expenditures but great return on investment.
What is ?

23. EVOLUTION OF
PROGRAMMATIC ADVERTISING

24. • Back then, there was an advertiser or agency who would buy ad space on a website.

25. • Website owners are known as the publisher.

26. • The buying and selling of ad space was initially direct.
• These ad spaces were called inventory.

27. • Advertiser or agency will buy impressions in thousands.

28. • They create ads and fill the space.
• Internet boomed and there became thousands of web pages.
• Millions of inventory were unsold.

30. • Ad networks were made to solve the unsold inventory problem
• Ad networks act as the sales representative
• It buys unsold inventories from the publisher

31. • Ad network aggregates audiences to sell package inventories to the
advertiser or agency
• Easier to target the audience

32. • There are a lot of ad network yet barriers are relatively low

33. • There are a lot of ad network yet barriers are relatively low

34. • Hundreds of competing businesses are trading inventories using different ways
• It made hard for everyone as they have to deal with different companies with different prices
• Advertisers could be buying different audience more than once

35. • The rise of ad exchange

36. • Ad exchange created an opportunity for buyers and sellers to trade audiences rather
than inventories in thousands
• Sellers would make their audiences available in the platform

37. • Buyers then pick their audiences and bid on them.
• Winner on the bid could now have their ads for their right audience and right time

38. • Impressions could now be bought in two ways
• The Ad network that aggregate package stop
• The Ad exchange to buy audiences

39. ARTWORK
• quality of material
• relevance to the target
• relevance to the business

40. DELIVERABILITY
• compatibility (mobile friendly)
• readable formats
• less intrusions for targets

41. SEGMENTATION OF AUDIENCE
Hyperlocal
(Lat/Long)

42. SEGMENTATION OF AUDIENCE
Demographic

43. SEGMENTATION OF AUDIENCE
Purchasing power
Hobbies/Interests
Device
Network
Operating System

44. SEGMENTATION OF AUDIENCE
Time of Day

45. SEGMENTATION OF AUDIENCE

46. TRACKING, ANALYZATION, ADJUSTMENT
• impressions
• engagement
• how many people click your links
• number of conversions

47. • Select their specific target audience for their ads,
enabling them to only spend on exposure that is beneficial
to their offering.
• Segment their campaign by demographic, content channel,
geographical location (hyperlocal), time of day, operating system,
carrier, and even the device used.
WHAT CAN DO:

48. Through blogging, posting and commenting by highly influential
people, these influencers can be used to market and build image for
brands, events or businesses.
Influencer Marketing form of marketing that has emerged from a
variety of practices and studies, in which focus is placed on specific
key individuals rather than the target market as a whole.
What is ?

50. VIDEO EDITING PROCESS
Capturing video ideas

51. VIDEO EDITING PROCESS
Sending raw files
To MyChannels Editing
team

52. VIDEO EDITING PROCESS
Edited version

53. VIDEO EDITING PROCESS
Collaboration of
the final
video

54. VIDEO EDITING PROCESS
Final Video Uploaded

55. ADVERTISER BOOKING PROCESS
Final videos go into
catalogue viewable
by advertisers

56. ADVERTISER BOOKING PROCESS
Final videos go into
catalogue viewable
by advertisers

57. ADVERTISER BOOKING PROCESS
Ads will be uploaded to the
Ad server

58. ADVERTISER BOOKING PROCESS
Videos pushed
live on to the site

59. ADVERTISER BOOKING PROCESS
Push videos
to different social
media sites

60. • RS Concepts has built its own digital channel
(My Channels) where the country’s top celebrities and
post videos that are only exclusive to the channel.
• Blast and promote these videos to their social media channels for
their fan base to watch.
• Influencers create interesting content by having a share on the
derived advertising revenue.
WHAT CAN DO:

61. Internet connection has become a necessity in today’s metropolitan
jungle. For the vast majority without data plans (or conserving theirs),
locations offering free WiFi hotspots attract the general public to
connect. And once they avail of the service, consumers can be directed
to product offerings and advertisements.
WiFi Hotspot Marketing offers advertisers to project campaigns in
the log-in page, interstitial page (waiting page), and on the landing page.
What is marketing?

62. CONNECTION OF USER TO WIFI HOTSPOT
• User will use smartphones, tablets or laptops for Wifi
Hotspot connections

63. TERMS AND CONDITIONS
• User will agree upon terms and conditions before
connecting to free wifi hotspots

64. INTERSITIALS AND BANNER ADS
• After accepting terms and conditions, user will have to see
interstitials ads for 8 to 15 seconds before their device is
connected to the WiFi.

65. LANDING PAGE
• Landing page will eventually appear after the interstitials and
banner ads

66. • Guaranteed impressions since consumers are sure
to see them prior to accessing and availing of the free WiFI
connection.
• RS Concepts is partnering with the country’s biggest malls to manage the
advertising component of their free WiFi connections for their mall goers.
• Proximity to point of purchase - which leads to potential purchase -
entices the consumers to ultimate result to a purchase.
WHAT CAN DO:

67. SOCIAL MEDIA MARKETING

68. EMERGENCE OF SOCIAL MEDIA

69. WHAT IS “ADWORDS”?
Google’s ONLINE ADVERTISING PLATFORM
Helps drive interested people who are searching for
specific information, service or product.

70. GOOGLE SEARCH NETWORK
REACH THE PEOPLE WHO ARE LOOKING FOR YOU
ADVERTISE NEXT TO OR ABOVE RELEVANT GOOGLE SEARCH RESULTS

71. PAID ADS VS ORGANIC ADS
PAID ORGANIC
Relevant To
User Query
Timeframe
For The
Results
Instant
Results! :)
Will Take Several
Months

72. GOOGLE DISPLAY NETWORK
REACH CUSTOMERS ACROSS THE WEB
PLACE ADS ON A VARIETY OF NEWS SITES, BLOGS, AND OTHER NICHE SITES ACROSS THE
INTERNET TO REACH MORE POTENTIAL CONSUMERS.

73. Objectives: Awareness
Objectives: Visits
Objectives: Conversions
FORMSWEBBANNER

74. KEYWORDS
WORDS or PHRASES describing your product or service that you
choose to help DETERMINE WHEN and WHERE your ad can
appear
QUALITY SCORE
Having a high Quality Score means that Google thinks that your ad and landing page
are relevant and useful to someone who are looking at your ads.

75. TrueView is a YouTube video ad format that gives the viewer options,
the most common of which is the ability to skip
the advertisement after five seconds.

76. Like Ads Post Ads Video Ads

77. Businesses can share their stories with a highly engaged audience in a
creative, high-quality environment and drive action with their ads.
Instagram ads are now available globally for all businesses — big and
small.

78. THE KEY IS IN OUR ABILITY TO
ZERO ON THE SPECIFIC TARGET
AUDIENCE WITH OUR
HYPER
LOCAL TARGETING
• Age group
• Interest
• Activities

79. LOCATION BASED
TARGETING

80. Time Bound
Cost Efficient
Precision Targeting
Effective Results

81. each
elevance
OI

82. “You are not just our clients.
WE are
Business Partners.”