If you want to learn how Digital implement perfectly on Marketing strategy

1. DIGITAL 101

2. BEFORE WE START, LETS FIND OUT
NOWADAYS MARKET TREND

3. INDONESIAN DIGITAL LANDSCAPE
TOTAL POPULATION
265.4 MIO
INTERNET POPULATION
132.7 MIO
SOCIAL MEDIA USER
130 MIO
98%
SOCIAL MESSENGER USER
120 MIO
90%
*source from APJII 2018

4. DEVICE USAGE
91%
60%
22%
8%
Featured Phone
Smart Phone
Desktop
Tab
*source from we are social 2018

5. DEMOGRAPHIC & SOCIAL APPS USAGE
50.3 % 49.7 % 25 - 34 Y.O
*source from we are social 2018

6. Most of the internet user in Indonesia are active social media users with
high penetration on mobile and also active doing mobile social
The productive Internet users in Indonesia is Male on 25 - 34 ish year old
and live in urban area
They mostly used featured phone and smartphone to do their internet
activity
HIGHLIGHTS
Youtube, Facebook and WhatsApp are become the most favourite social media
and messenger app that mostly consume with internet user

7. DIGITAL MARKETING
LET’S LEARN ABOUT

8. WHAT IS DIGITAL MARKETING?

9. DEFINING DIGITAL MARKETING

10. WHAT IS DIGITAL MARKETING?
“At a high level, digital marketing refers to advertising delivered through digital channels such as
search engines, websites, social media, email, and mobile apps. While this term covers a wide range
of marketing activities, all of which are not universally agreed upon, we’ll focus on the most common
types below.” - marketo.com
A digital marketing strategy can help your company overcome obstacles such as sales,
fundraising, enrolment, and gaining necessary support from community
Communicating with appropriate target audiences online in a meaningful way

11. 3 THINGS THAT IMPORTANT BEFORE RUN DIGITAL MARKETING
Use your company purpose to create powerful marketing message
Defined your company!
What makes your company unique?
What is the essence of who you are?
Once defined, how will you deliver on your company promise?
Communicate Strategically
What channels will you use to connect with your audience?
What most effective and efficient for your budget and goals?
How will you measure results?
What are you trying to accomplished
What is a reasonable goal for your company? Increasing revenue, awareness about the services,
new brand image, etc.

12. THE STRATEGY ON DIGITAL MARKETING
1. CREATE YOUR OWN ASSETS
2. DEFINE THE CAMPAIGN OBJECTIVITY
3. PICK YOUR TARGET AUDIENCE
4. CHOOSE THE RIGHT CHANNEL
5. HOW TO OPTIMIZE

13. 1. CREATE YOUR OWN ASSETS

14. 1. CREATE YOUR OWN ASSETS
P.E.S.O
EARNED
SHARED
OWNED
Advertisement
Banner Ads
Google Adwords
Media Relations
Blogger Relations
Influencer Relations
Social Media
Word of Mouth
Referrals
Website
Microsite
Blog
App
PAID
INCENTIVE
Affiliate
Brand Ambassador
CONTENT
Build Trust
Educate
UGC
Etc
EMBASSIES
Facebook
Youtube
Linkedin
Etc. PARTNERSHIP
Charities
Co-Branding
Celebrities

15. 2. DEFINE THE CAMPAIGN OBJECTIVITY

16. 2. DEFINE THE CAMPAIGN OBJECTIVITY
AWARENESS
Reach and Frequency
CONSIDERATION
Interaction & Communication
ACTION
Traffic, Subscribe, Purchase
LOYALTY
Retention, Re-Purchase
THE MARKETING FUNNEL

17. 2. DEFINE THE CAMPAIGN OBJECTIVITY
AWARENESS
Phase that making user aware of the existence of a product or service
CREATIVE
Create as catchy as we can to gain top of mind in user head
CHANNEL
Use channel that gaining most visitor to gain maximum reach
BUYING METHOD
Cost per Thousand Impressions / Cost per Mille (CPM)
Cost per Duration / Cost per Day (CPD

18. 2. DEFINE THE CAMPAIGN OBJECTIVITY
EXAMPLE OF AWARENESS ADS

19. 2. DEFINE THE CAMPAIGN OBJECTIVITY
CONSIDERATION
Taking user interest and build a deeper relationship by giving them an
experience of a product or service
CREATIVE
Create curiosity and trigger user to play or seek more info on the ads
CHANNEL
Combine the channel between the targeted channel and massive visitor channel
BUYING METHOD
Cost per Engagement (CPE)
Cost per Sessions (CPS)
Cost per Post (CPP) - Influencer

20. 2. DEFINE THE CAMPAIGN OBJECTIVITY
EXAMPLE OF CONSIDERATION PHASE

21. 2. DEFINE THE CAMPAIGN OBJECTIVITY
EXAMPLE OF CONSIDERATION PHASE

22. 2. DEFINE THE CAMPAIGN OBJECTIVITY
ACTION
Decision phase that gather all of the value to convince user buy a
product or service
CREATIVE
Must have clear CTA to make user buy or join or take action on ads
CHANNEL
Channel that effective in action phase
BUYING METHOD
Cost per Click (CPC)
Cost per Post (CPP)
Cost per Sales (CPS)
Cost per Acquisition (CPA)

23. 2. DEFINE THE CAMPAIGN OBJECTIVITY
EXAMPLE OF ACTION PHASE

24. 2. DEFINE THE CAMPAIGN OBJECTIVITY
LOYALTY
Retention phase which user will be persuade to re-purchase
CREATIVE
Same like action phase but have many option to choose
CHANNEL
All channel that effective for the touch point
BUYING METHOD
Cost per Click (CPC)

25. 2. DEFINE THE CAMPAIGN OBJECTIVITY
EXAMPLE OF LOYALTY PHASE

26. 3. PICK YOUR TARGET AUDIENCE

27. 3. PICK YOUR TARGET AUDIENCE
DEMOGRAPHIC
Demographic Factor :
Gender
Age
S.E.S
TOUCH POINT
IN DIGITAL
Target audience Device &
Channel behaviour to choose
the right channel
PHSYCHOGRAPHY
The study of target audience in
relation to their opinions,
interest and emotions.
BEHAVIOUR
More specific interest taken
from the phsychography
factors

28. 3. PICK YOUR TARGET AUDIENCE

29. 4. CHOOSE THE RIGHT CHANNEL

30. 4. CHOOSE THE RIGHT CHANNEL
SINGLE SITE
Media Example :
detik
kompas
kapanlagi
Kaskus, etc.
Purpose :
Awareness
Consideration
Action & Loyalty
Banner Type :
Rich Media Banner
Standard Banner
Native Ads
VIDEO SITE
Media Example :
Youtube
Vidio
Viu
Usee TV, etc.
Purpose :
Awareness
Consideration
Banner Type :
Pre Roll
Middle Roll
Footer
SOCIAL MEDIA
Media Example :
Facebook
Instagram
Twitter, Etc.
Purpose :
Awareness
Consideration
Action & Loyalty
Banner Type :
Brand Awareness
Post Engagement
Page Like
MESSANGER APP
Media Example :
Line
Whatsapp
BBM, Etc.
Purpose :
Consideration
Action
Loyalty
Banner Type :
Business Account
Line Account Ads
ChatBot
EMAIL & SMS
Media Example :
Email
SMS
Purpose :
Consideration
Action
Banner Type :
SMS Blast
E-Mail Blast
SEARCH
Media Example :
Google Search
Yahoo Search
Purpose :
Action
Banner Type :
SEM
SEO

31. 5. HOW TO OPTIMIZE ON DIGITAL

32. 5. HOW TO OPTIMIZE ON DIGITAL
CREATIVE BASED
6 Way to create a great digital creative
“Interactivity increases brand recall 63% more than non
interactive Ads”
- Barnum Sulley Research -
Interactive
Customisable
Contextual
Entertaining
Playable
Useful
Tell me and I’ll forget (18%)
Show me and I may remember (19%)
Involve me and I’ll understand (63%)

33. TIME AND GEOBASED
“When want to run ads in different location, time and geo
targeting will help you to optimise it and when you really
know when your target audience spend their time on
digital, do the time targeting, it’ll make your ads more
effective” - marketo.com
by using time and geo targeting, advertiser can focusing on
specific time based on the campaign objective.
WIB
WITA
WIT
5. HOW TO OPTIMIZE ON DIGITAL

34. CHANNEL & PLATFORM BASED
Display Ads :
Display advertising is advertising on web sites. It includes
many different formats and contains items such as text,
images, flash, video and audio.
Social Network Ads :
Social network advertising also, social media targeting is a
group of terms that are used to describe forms of online
advertising that focus on social networking services
Search Ads :
Search Advertising is a method of placing online
advertisement on web pages that show results from search
engine queries
“Do we have to use all channels to advertise
in digital media?” - Adlabs
5. HOW TO OPTIMIZE ON DIGITAL

35. KEY LEARNING

36. KEY LEARNING
Digital Marketing refers to advertising delivered through all digital channels to achieve the objectivity such as Brand Awareness,
Content Share, Sales, App Install and Acquisition.
Digital can communicate with appropriate target audience that selected from Demography, Phsychography, Behaviour and
Digital Touch Points
First important thing to run a digital marketing is that we need to have our own assets
Define well your objectivity to prevent any miss lead and inefficient budget burn
Pick in detail your target audience in the market
One fundamental point to run effective digital campaign is by choosing the Right Channel
Optimize the campaign by doing Creative Based, Time and Geo Targeting, and of course the Channel Targeting

37. THANK YOU