1. Digital Marketing
By Indra

2. HaloI am Indra
CEO at Krona Digital Marketing Agency
www.krona.co.id
Krona.

3. Our Agenda
1. What is Digital Marketing
2. Why Digital Marketing
3. Digital Marketing Framework & Ecosystem
4. Digital Marketing Channel & Its Execution
5. How to Plan a Digital Marketing Campaign
6. Measurement & Analytic

4. 1What is digital marketing?

5. “Marketing is a contest for people’s attention.”
– SETH GODIN

6. Digital is the new media

7. Why Digital Marketing?
2

8. Because it is the
marketing strategy for the Now!

9. Which one we see more often nowadays?

12. “As marketers, we have to pay attention to where people attention is”

13. Digital Marketing
Framework & Ecosystem
3

14. AISAS Framework

16. Awareness
Interest
Search
Action
Share
This should be big and bigger, with best reputation >>>
Engagement Stage >>>>
{
Purchase Decision >>>
Advocacy >>>

17. Digital Ecosystem
Krona.

18. Digital Marketing Channel
& Its Execution
4

19. Digital Assets
Website / Microsite
Development
&
Maintenance
Mobile App
Development
&
Maintenance

20. Social Media Marketing
Content
Planning
&
Production
Social
Media
Activations
Content
Publishing
&
Distribution
Influencers
Marketing
Social
Media
Advertising

21. Email Marketing
Email Newsletter
Plan & Send
Contact Data
Base Management
CRM
Schedule Auto
Responding

22. SEO (Search Engine Optimization)
Keyword
Analysist
Content
Writing
Backlink
Acquisition
Website On
Page Maintenance

23. Digital Advertising & Retargeting
Native Digital
Advertising
Banner Ads
GDN
&
Programmatic
Video Ads
Youtube
&
Facebook
Instagram
Social Media
Ads Platform
Retargetting
FB Pixel
&
Google Cookies

24. Search Engine Marketing
Targeting
The Right
Audience
By
Targeting
Keywords
Specialist
Copy Writing
For Ads
Special
Landing Page
For
Specific campaign
Goal
Paid Channel = Google Adwords

25. Analytic & Measurement
Google Analytic
&
Digital Assets
Performance
Social Media
Analytic
&
Engagement
Performance
Media Monitoring
&
Brand Sentiment
Watch

26. How to Plan a
Digital Marketing Campaign
5

27. What is the goal of the campaign?
5.1

28. 1. Branding
Or
2. Selling
Or
3. Data Mining
The Goals in Digital Marketing
(In General)

29. “Choose ONLY ONE campaign goal”

30. Who is our target audience?
Who do you think needs to see our products?
5.2

32. “(Try to) Understand their behaviour”

33. Sample Understanding of Our Audience - Millennial (Young people)

34. How to “research” our target audience?
5.3

35. Google it
Data Research - Media, Nielsen, Google, Any other 3rd parties research
Facebook Audience Insight
Slideshare, Scholar Papers
Youtube, Lecture Videos, etc
Books & Libraries
Internal Team Brainstorm Session
Survey Monkey
Our own analytic platform (Social Media & Web)

36. Who are the Competitors?
And how they are doing their digital marketing?
5.4

37. Brand A
Web
Social
Media
Content
Creative
Marketing
Strategy
Brand B
Web
Social
Media
Content
Creative
Marketing
Strategy
Brand C
Web
Social
Media
Content
Creative
Marketing
Strategy
Competitor Review

38. Positioning and differentiation for branding
What is our brand value?
5.5

39. Positioning Differentiation
Branding

40. Creative
Development
Moment
Trends
/ culture
Brand
Values
Target
Audience
Brand
Identity
Channels
Product
Positioning
Campaign Concept
Campaign Strategy
Key Message & Key Visual
Krona. Framework

41. Sample of Key Message
Vocal Point Communication

42. The Digital Marketing Strategies
Based on the campaign goal
5.6

43. 1. Branding
5.6.1

44. Branding in Digital Marketing Means 360 Digital Marketing. We will make the consumer aware about our products or services.
We should present in almost every digital channels and make big online amplifications.
Available Strategies:
1. Content Marketing (creative contents production written/audio/video and the distributions)
2. Inbound Marketing (owned digital assets / website / mobile app as the main channels)
3. Email Marketing (newsletter, content distribution and CRM)
4. Social Media Marketing (content distributions & amplification, activations, gamification, influencers marketing, etc)
5. Digital Advertising (Content distributions through Native Ads, GDN,SEM, Youtube, FB/IG, Twitter, etc.)
6. SEO (Search Engine Optimization)

45. 2. Selling
5.6.2

46. Selling means we sell our product or service to customers or clients
Available Digital Strategy:
1. Direct eMail
2. Personal Approach Using Social Media (LinkedIn, IG, Facebook, Twitter, etc.)
3. CRM (Newsletter + Follow Ups)
4. Sales Landing Page (Website with pricing and CTA to buy or Ecommerce Ready)
5. Digital Advertising (Product or service direct offering / hard selling ads)
5. Affiliate Marketing

47. 3. Data Mining
5.6.3

48. If the goal is data mining, we should be very smart to provide
“the currency” of the users data.
Available strategies for Data Mining:
1. E-book download offering
2. Social Media Activation Registration
3. Freemium contents / products (required a sign up / log in)
4. Using Google cookies technology on the website
5. Using Facebook pixels technology on the website
6. Mobile apps download
7. Using social login on the website (Login with Gmail / FB)
8. Embracing AI technology (Ex. AI Chatbot)
9. etc.

49. Measurement
& Analytic
6

50. What to measure for branding?
1. Number of Impression
2. Number of Reach
3. Number of Engagement
4. Number of Web Visitors
5. Number of Email Open & Click
6. Number of time spent on a web page
7. Number of Direct Traffic
8. Number of Search Traffic
9. Number of Social Media Traffic
10.Number of Social media activation participants
11.Etc.
Branding Measurement
6.1

51. What to measure for Selling?
1. CTR (Click Through Rate)
2. CPC (SEM)
3. Number of Direct Message / Email Sent
4. Number of contacts (prospects)
5. Number of item / service sales
6. Number of website visitors
7. Number of sales page visitors
8. Number of time spent on sales page
9. Etc
Selling Measurement
6.2

52. What to measure for Data Mining?
1. Number of Subscriber
2. Number of FB Pixels / Google Cookies
3. Number of Consumer Contacts
4. Number of Email List
5. Number of Freemium Content Downloader
6. Number of Activation Participants
7. Number of App Download
8. Number of Sign Up
9. etc.
Data Mining Measurement
6.3

53. Know how is important.
But Executions is what makes the end results different.

54. Thank You
Indra
CEO at Krona Digital Marketing Agency
@indralagi https://www.linkedin.com/in/indrajayakrona indra@krona.co.id