3. What is Digital / Online Marketing?
digital |ˈdijitl|
adjective
1 (of signals or data) expressed as series of
the digits 0 and 1, typically represented by
values of a physical quantity such as
voltage or magnetic polarization. Often
contrasted with analog.
online |ˈänlīn, ˈôn-|Computing
adjective
controlled by or connected to another
computer or to a network.
• connected to the Internet or World Wide
marketing |ˈmärkitiNG|
noun
the action or business of promoting and
selling products or services, including
market research and advertising.
7. Digital
Type
Measurability
Segmentation & Differentiation
Speed of Results & Decisions
Possibility to Change
Required Scale
Average Cost
Time Consumption
Tangibility
Coverage
Traditional
Push
Limited
Limited
Slow
Limited
High
High
Creation
Yes
Large
Mostly Pull
High
High
High
High
No
Low
Maintenance
No
Small
9. John Wanamaker
35th United States
Postmaster General,
Merchant
(1838 – 1922)
"Half the money I spend on
advertising is wasted;
the trouble is I don't know which
half."
13. Moments of Truth (before 2011)
1st
During Shopping
This moment happens
after the customer
has bought and
started using your
brand or product. The
resulting experience
(hopefully) supports
your pre-purchase
promises, helping to
build a relationship
with your audience
2nd
After Using
3rd
Long Time Usage
This happens post-
product use. It’s when
your customer
becomes a true fan
and gives back to your
brand with new
content: word of
mouth, ratings and
reviews. At this point,
the customer has
become a walking
endorsement for your
business
This represents the a-
ha moment when
confronted with the
product and related
alternatives in real
life. The increase in
showrooming behavior
would confirm that
this still happens. This
is considered to be
the decision point to
buy a specific brand
or product
14.
15. Moments of Truth (after 2011)
0th
Before Shopping
1st
During Shopping
This moment happens
after the customer
has bought and
started using your
brand or product. The
resulting experience
(hopefully) supports
your pre-purchase
promises, helping to
build a relationship
with your audience
2nd
After Using
3rd
Long Time Usage
This happens post-
product use. It’s when
your customer
becomes a true fan
and gives back to your
brand with new
content: word of
mouth, ratings and
reviews. At this point,
the customer has
become a walking
endorsement for your
business
This represents the a-
ha moment when
confronted with the
product and related
alternatives in real
life. The increase in
showrooming behavior
would confirm that
this still happens. This
is considered to be
the decision point to
buy a specific brand
or product
This is when prospects
recognize a need and
goes online to gather
information regarding
a potential purchase.
Understand that the
word purchase is used
loosely
19. Inbound
• Communication is two way
• Customer come to you via Search
Engines, Social Media and referrals
• Marketers do provide value to
customer
• Marketers seeks to entertain and/or
educate
• FREE!
• Communication is one way
• Customers are sought out via
advertising
• Marketers provide little value to
customer
• Marketers prefer paying instead of
seeking entertaining and/or educating
the customer
• PAID
Outbound / PPC
https://www.youtube.com/watch?v=Q3yCB7AvvAk
20. Outbound / PPC Inbound
• SEO
• Content Marketing
• SMM
• E-mail Marketing
• Social Bookmarking
• Document Sharing
• Online Reputation Management
• Digital PR
• Referrer Links
• Type-in Traffic
• ASO
and some growth hacking practices
• SEM
• Social Media Advertising
• Display
• Remarketing / Retargeting
• Affiliate
• Video Advertising
• Mobile Advertising
23. SEM (Search Engine Marketing)
Reach people at the precise moment they’re searching for what you offer
• Your ad is displayed to people who are already searching for the kinds of
products and services you offer.
• Those people are more likely to take action.
Control your budget
• With cost-per-click (CPC) bidding, you’re charged only when someone clicks
your ad, not when your ad appears.
• You decide how much or little you want to spend monthly
• There’s no minimum spending commitment.
• Target geographically
See exactly what's working in your ad, and build on it
• View a report of how your ad is doing -- see how many new customers
connect to your business from your ad, where they’re coming from, and
more.
• Quick Response
• Start/Stop Instantly
28. Social Media Advertising
Different Targeting Methods
• Demgraphic targeting
• Interest targeting
• Device targeting
Control your budget
• CPC / CPM, you’re charged only when someone clicks your ad or when your
ad appears depending on your choice
• You decide how much or little you want to spend monthly
• There’s no minimum spending commitment.
• Target geographically
See exactly what's working in your ad, and build on it
• View a report of how your ad is doing -- see how many new customers
connect to your business from your ad, where they’re coming from, and
more.
• Quick Response
• Start/Stop Instantly
30. Display Advertising
Different Targeting Methods
• Website targeting
• Category targeting
• Demgraphic targeting
• Interest targeting
• Device targeting
Control your budget
• CPC / CPM, you’re charged only when someone clicks your ad or when your
ad appears depending on your choice
• You decide how much or little you want to spend monthly
• There’s no minimum spending commitment.
• Target geographically
See exactly what's working in your ad, and build on it
• View a report of how your ad is doing -- see how many new customers
connect to your business from your ad, where they’re coming from, and
more.
• Quick Response
• Start/Stop Instantly
35. Remarketing / Retargeting
Rule of Seven
In marketing, it is said that a customer has to see an ad seven
times to remember it. Marketers like to talk about “The Rule of
Seven”: the idea that people need to see your marketing message
seven times before they take action.
36. Remarketing / Retargeting
What are the benefits?
Continue the conversation: with a well-defined marketing plan, communication with your
potential or current customers doesn't end when they leave your site. Create custom banners to
speak to these visitors differently than your general messaging.
Provide additional product information: deliver custom content to visitors who visited specific
pages on your site. Providing additional information about products or services to these visitors will
increase conversion rates.
Set yourself apart from your competitors: reaffirm your competitive advantage over your
competitors in retargeting banners. It increases brand awareness and keeps you in front of the
visitor until they're ready to convert.
Close the sale with a promotion: offer an exclusive promotion to visitors who bounced from your
site. Because this won't be available to the general public, you can offer deeper discounts to these
visitors.
Promote similar products and services: perhaps the product or service your visitor looked at
wasn't right for them. With retargeting, you can feature similar products or services they may not
have found while on your site, but could have been looking for.
Much much more: Every day new technologies are created which make retargeting more
sophisticated and beneficial to your business.
41. Affiliate Marketing
Benefits
• Website targeting
• Bringing extra sales
Control your budget
• CPA (Cost per Acquisiton), you’re charged only when someone makes a
purchase on your website
Optimize
• View a report of which websites are more relevant and have your potential
customers, increase your spending on them and stop your spending on the
websites bringing trash traffic.
46. Video Advertising
Different Targeting Methods
• Demographic targeting
• Interest targeting
• Device targeting
• Geographic Targeting
Control your budget
• CPV (Cost per view), Only pay when people watch
With video ads you pay only when someone chooses to watch your ad, so you
don't waste money advertising to people who aren't interested in your
business.
• You decide how much or little you want to spend monthly
• There’s no minimum spending commitment.
See exactly what's working in your ad, and build on it
• View a report of how your video ad is doing
• Quick Response
• Start/Stop Instantly
48. Mobile Advertising
Different Targeting Methods
• App targeting
• Interest targeting
• Device targeting
• Geographic Targeting
Control your budget
• CPC / CPM
• You decide how much or little you want to spend monthly
• There’s no minimum spending commitment.
See exactly what's working in your ad, and build on it
• View a report of how your ad is doing
• Quick Response
• Start/Stop Instantly
51. SEO stands for
“search engine
optimization.”
It is the process of
getting traffic from
the “free,”
“organic,”
“editorial” or
“natural” search
results on search
engines.
SEO
52. Content marketing is any marketing that involves the creation and sharing of
media and publishing content in order to acquire and retain customers.
54. Blogging
Context
• Who should read it?
• What am I sharing is different or new?
• Why should someone anyone care about it?
• Is it user friendly?
Anatomy
• Short and Interesting Title with max 70 characters
• Value-Oriented Title ie. ‘5 keys to attract investors to your startup’
• Body with sections, lists and bullet points work and plain text do not
• Appealing first paragraph
• 400-600 words body text
SEO Related Points of Success
• In the same domain
• Post periodically, at least once per week
• Wordpress is quite SEO friendly
55. Guest Blogging
Producing content to be
published on other blogs
Get links for SEO, referral traffic
and awareness
Each blog has their own
requirements and you should
fulfill these
56. Infographic
Infographics are graphic visual representations of
information, data or knowledge intended to present
complex information quickly and clearly.
• Attractive
• Sharable
• Publishable
Pictochart.com
Infogr.am
Visual.ly
Vizualize.me
58. White Papers / ebooks
A whitepaper is a persuasive,
authoritative, in-depth report on a
specific topic that presents a problem
and provides a solution.
Academic, Credible, References
Whereas an ebook is a published e-
document which doesn’t require
academical reference or problem-
solution method
Easier, Shorter, Engaging
59. Comment Marketing
It helps you..
• Awareness
• Trust
• Liability
• Links
• Profile
Add value in the comment
Influence other readers &
commentors
Don’t just thank to get a link
60. Local Portals
It helps you..
• Reach local community
• Get local links
• Target a niche that’s not
targeted by most
67. Social Bookmarking
delicious.com
A social bookmarking service is a centralized online service which enables users
to add, annotate, edit, and share bookmarks of web documents.
74. Measuring Performance on Digital Channels
Google URL Builder
https://support.google.com/analytics/answer/1033867?hl=en
75. Conversion Value and Metrics
Impressions
Clicks
CTR = Click Through Rate = Clicks / Impressions
Cost
Average CPC = Cost / Click
Conversion
Conversion Rate = Conversions / Clicks
Conversion Value = Revenue / Conversion
Cost / Conversion
Profit / Conversion
ROI
LTV = Life Time Value = Prediction of the net profit attributed to the entire future
relationship with a customer
76. RoI on Digital Campaigns
Return on investment (ROI) is the benefit to the investor resulting from an
investment of some resource. A high ROI means the investment gains compare
favorably to investment cost. As a performance measure, ROI is used to evaluate
the efficiency of an investment or to compare the efficiency of a number of
different investments. In purely economic terms, it is one way of considering
profits in relation to capital invested.
ROI(%) = (Net profit / Investment) × 100
http://www.youtube.com/watch?v=UE2LFFdkhVQ
77. Conversion Optimization & Experiments
• Compare how different web pages or
app screens perform using a random
sample of your users
• Define what percentage of your users
are included in the experiment
• Choose which objective you’d like to
test
• Get updates by email about how your
experiment is doing
79. Assignment
Digital Marketing Strategy for your startup: 25%
After learning the types of inbound and outbound digital marketing channels, you should
be able to decide which of them would work the most for your startup. I want you to
make a digital marketing strategy in which you will write the digital marketing channels
you will use in the following format:
• which channels you will use
• why you will use that channel
• how you will use that channel
• if an paid/outbound channel, please define your targeting and example ad
• if an inbound channel, please give some examples of your content and name the
websites (if applicable)
• how much time and money you will spend on each one
Please research, think, plan and then write, because this is a beneficial work for your
startup and you will be using this all the time. The format can be ppt or doc, depending
on your preference. The deadline is December 29, 11:59 PM Please do send to Ata GÜR
through email.