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Similaire à Presentation on Online Marketing- Digital, Social Media, & Beyond
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Presentation on Online Marketing- Digital, Social Media, & Beyond
- 1. SHOUVANIK DEY - Over 7 years in digital marketing strategy - Currently working as a Senior Consultant, managing annual digital spend of $1 million with a 7X ROI - Worked in over 5 industries including E-commerce, Telecom, Movie Exhibition - MBA Scholar from University of Ottawa
- 2. ONLINE MARKETING- DIGITAL, SOCIAL & BEYOND TOPICS TO COVER - Introduction to Digital Marketing - Social Media Marketing - Paid Online Advertising - Website Optimization / SEO - Mobile Marketing and Omni Channel - Digital Analytics - 2 guest lectures
- 3. TOOLS WE WILL USE VideosPresentations Practical Activities Q & A and discussions
- 4. 9 am-10.15 am Session 1 CLASS SCHEDULE 30-min break . 10.45 am-12 pm Session 2 1-hour lunch break . 1 pm-2.30 pm Session 3
- 5. KEEP IN MIND - Ask, ask, ask! - Laptop (preferred) or Mobile Phone - Google Forms for in-class questions (link to be shared via e- mail) - Create accounts on FB, Insta, Twitter, LI
- 6. ABOUT YOU - Name, Age - What would you like to be when you grow up (profession)? - Why did you take this class?
- 7. DIGITAL MARKETING SECTION 1 – UNDERSTANDING MARKETING
- 11. ASKING QUESTIONS 5W & 1H
- 12. STEP 1- QUESTIONS (choose 1): - Favourite colour - Favourite animal - Best holiday destination - Batman or Superman? - Beach or mountain? ACTIVITY ASKING QUESTIONS STEP 2- QUESTIONS (choose 3): - Why - How - When - Where - Who - What
- 13. 30-seconds flashback - Be a marketer first, then be a digital marketer - Knowledge over tools - Ask the right questions: 5W & 1H
- 14. DIGITAL MARKETING SECTION 2 - OVERVIEW
- 15. AMAZON – 1994 $929 Billion DIGITAL GIANTS WHEN THEY STARTED GOOGLE – 1998 $870 Billion
- 16. FACEBOOK - 2004 $515 Billion DIGITAL GIANTS WHEN THEY STARTED APPLE - 1976 $965 Billion
- 17. EVOLUTION OF DIGITAL DEVICES
- 18. 6-year old asks Alexa his homework!
- 21. WHAT IS IT? Promotion of products or brands through electronic/online media OVERVIEW OF DIGITAL MARKETING WHY DIGITAL OVER TRADITIONAL? - Real time - Access anywhere 24 X 7 - Cost-effective/cheap - Peer-to-peer - Availability of data for analytics (helps know customers better) - Improve customer experience through better insights
- 22. https://docs.google.com/forms/d/1iChkjFsg0ii_VaM06hqES5hUU2obMFpfrULu62PLhyM/edit SURVEY 1 What do you use?
- 25. WHAT THE WORLD THINKS DIGITAL MARKETERS DO
- 26. Role of a digital marketer
- 28. Stages of Marketing to customers
- 29. SURVEY 2 Finding out which stage is your customer at
- 30. 30-seconds flashback - Be present where your customers are - Role of a digital marketer goes beyond just marketing - 3 types of media- Owned, Paid and Earned - Different channels used for different stages of marketing
- 31. DIGITAL MARKETING SECTION 3 – SOCIAL MEDIA MARKETING
- 33. Who photograph is more appropriate for a teacher? or
- 34. Who looks more apt to be a marketing professional? or
- 35. Who looks like a better President? or
- 36. Don’t make mistakes you’ll later regret!
- 37. Where are the natives?
- 39. Why brands use social media - Showcasing their brand - Building a loyal community - Improving customer service - Easy digital exposure - Boosting Traffic to website - Reach new audience
- 40. So…where do we start?
- 43. What made DSC’s marketing great? - Cost $4500, 25 million views - Acquired by Unilever for $1 billion - Offering a practical solution - The Experience & “Delight”- promoters Video: - Doesn’t look high street - Has a great value proposition - Use of sarcasm
- 44. I am being targeted!
- 45. 2002 - 2007 Plagiarism-checking software called MyDropbox The great pivot from B2B to B2C 2010 - 2011 Grammarly continued to develop the education market* 2015 - 2019 Shift to freemium model Grammarly started by same co- founders 2008 - 2009 Expanding the consumer business 2012 - 2015
- 46. Growth hacking by Airbnb - USP: No scams, verified owners - Better pictures, better descriptions - Used Craigslist offering to attract new users - Craigslist poaching: Scraping e-mail ids, automated e-mailing
- 49. How Wish survived Amazon - Initially a wish list creation app - Started promoting similar products to their users based on their existing wish lists via partnerships - Focused on unbranded items, that were previously passed over by Amazon & Alibaba - Price over experience
- 50. GETTING BACK WHERE WE LEFT…
- 51. Social media best practices - Do a GREAT job, whichever social network you’re on - Focus only on a couple of channels that has your target audience - Create the best content - Check out competitors - Help people out - Aim for relevant connections, not follower count
- 52. How to start with social media marketing
- 53. Social media best practices 2 - Don’t get crazy about number of posts - Create amazing content (its about them and not you) - Videos are the future - Try getting most engagement in the golden hour - (Again!) Build a relationship
- 54. REFER TO HANDOUTS ACTIVITY SOCIAL MEDIA PRESENCE
- 55. DEMOGRAPHICS - Statistical data related to different groups within a population - Demographics of Ottawa: Link
- 60. SURVEY 3 Which audience would you target?
- 61. PSYCHOGRAPHICS
- 64. HOW CAMBRIDGE USES PSYCHOGRAPHICS
- 65. HOW CAMBRIDGE USES PSYCHOGRAPHICS
- 67. HOW CAMBRIDGE USES PSYCHOGRAPHICS
- 68. OCEAN SURVEY
- 69. DIGITAL MARKETING SECTION 4 – VIDEO MARKETING
- 70. MIND-BLOWING FACTS - It would take you 50,000 years of non-stop watching to watch each and every video on YouTube - 400 hours of video are uploaded to YouTube every minute - 70% of YouTube views come from mobile devices - 1 billion mobile video views per day
- 71. What’s so special about this video?
- 72. What’s so special about this video?
- 73. What’s so special about this video?
- 74. What’s so special about this video?
- 76. WHY?
- 79. How to create a great Youtube channel
- 82. Why did Yahoo! Fail? - During the 90s and early 2000s, Yahoo was a veritable web titan - a leader in email, online news and search - Competition in each of its business: Yahoo messenger WhatsApp/Wechat Yahoo Search Google - Didn’t scale up fast in video & mobile. Focused on this in 2012 after Marissa Mayer came on-board
- 83. Why did Yahoo! Fail? - Acquisitions didn’t go big. Acquired Tumblr, Flickr in 2005, but they never took off - No clear direction- was not specialized in search nor display advertising - Spread too thin - Churn in top management - Mass layoffs leading to low employee morale: Link
- 86. Re-branding - Why do marketers love this? - Its trendy to talk about - Gives you short-term media buzz - BUT, successful repositioning happens with adjustment in perception - Repositioning has to be supported by new/ improved offerings
- 87. DIGITAL MARKETING SECTION 5 – PAID ADVERTISING
- 89. Paid ad channels
- 92. SEARCH ADS - Advertising on search engines - Intent-based - Revolves around keywords and text - Conversion-oriented TYPES OF PAID ADVERTISING DISPLAY ADS - Not intent-based (indirect conversions) - Comes in several forms, including banner ads, rich media and more- Cost-effective/cheap
- 94. SURVEY 5 Which advertising platform would you use?
- 95. QUICK FACTS What are search intents?
- 98. SPREADSHEET TO SHARE ACTIVITY HOW MANY ADS DO YOU SEE?
- 99. How to run Facebook ads
- 100. ACTIVITY CREATING A FACEBOOK AD FACEBOOK ACCOUNT MANAGER
- 101. How to run Google ads
- 102. Do the right thing…people will love you
- 103. Do the right thing…people will love you
- 104. Do the right thing…people will love you
- 105. ACTIVITY CREATING A GOOGLE AD
- 106. Retargeting
- 107. Retargeting ads
- 108. DIGITAL MARKETING SECTION 6 – SEARCH ENGINE OPTIMIZATION
- 109. Organic v/s paid
- 112. Make your website rank better on Google: Title Tag & Meta Description
- 113. Make your website rank better on Google: Use relevant URL
- 114. Make your website rank better on Google: Organize your website
- 115. Make your website rank better on Google: Get more backlinks
- 118. 30-seconds flashback - Phrase of words that relates best with your website - Important for Google to understand which which search terms on Google relate to your page - Short tail (generic) v/s long tail keywords
- 120. SPREADSHEET TO SHARE ACTIVITY- GOOGLE TRENDS (Find trends for 5 keywords)
- 122. SPREADSHEET TO SHARE ACTIVITY- SETTING UP KEYWORDS EVERYWHERE
- 123. Wanna be a secret agent? Find out what any website is doing
- 124. SPREADSHEET TO SHARE ACTIVITY- FIND OUT WHAT YOUR CHOICE OF WEBSITE IS DOING
- 125. DIGITAL MARKETING SECTION 7 – E-MAIL MARKETING
- 126. E-MAIL MARKETING Link 1 Link 2
- 127. DIGITAL MARKETING SECTION 8 – MOVING OVER DIGITAL MARKETING TO DIGITAL EXPERIENCES
- 128. BIG DATA (WHERE THE REAL POWER LIES) Link
- 129. Freshly brewed WORLD OF DIGITAL EXPERIENCES
- 131. What is GOOGLE upto? Google I/O meet-up: May 6, 2019 Link https://www.youtube.com/watch?v=Xb-DXstOD2E
- 132. What is FACEBOOK upto? FB annual meet-up: Apr 30, 2019 Link https://www.youtube.com/watch?v=Xb-DXstOD2E
- 134. TARO ABARBANEL-UEMURA - Founder- Fortified Marketing - 10 years experience in marketing & sales consulting - Professor of Marketing Strategy/Digital Marketing at University of Ottawa & Concordia University - MBA from Telfer School of Management
- 135. JONATHAN L. SIMON - Director of Marketing & Communications at Telfer School of Management - 16 years experience in digital marketing - Expert in Mobile Strategy & Digital Marketing - Professor of Digital Marketing at University of Ottawa