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2014 Digital Marketing 101

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This presentation looks at the different Digital Marketing platforms available in Singapore market and how they had evolved from traditional media of yester-years! It also takes a peek at the Digital Marketing beyond 2014 with supporting research from Google & comScore.

Publié dans : Marketing, Business, Technologie
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2014 Digital Marketing 101

  1. 1. Confidential Presented by Adrian Ang 13 Jan 2014 Pay-PerSearch Engine Optimisation | Pay-Per-Click | Conversion Optimisation | Website Analytics
  2. 2. Confidential Marketing Strategies Consumer Buying Cycle
  3. 3. Confidential - AIDA Awareness Is it for me? Interest This one! esire D This is Which one? just what I wanted Action They care about me
  4. 4. Confidential - 7 Stage Pathway What does it do for me? Is it for me? Which one? This one! This is just what I wanted They care about me These are great you should get one
  5. 5. Confidential Branding & Marketing Strategies of The Yesteryears…
  6. 6. Confidential TV Newspaper Consumer Flyers Radio Directories
  7. 7. Confidential Awareness Involvement Active Consideration Purchase (Conversion) Consumption (Usage) Relationship Building Advocacy Directories Television Press POS Advertorials Coupons After sales Loyalty program
  8. 8. Confidential Evolvement of New Media…
  9. 9. Confidential Digital Out-ofOut-of-home Mobile Marketing Online Marketing
  10. 10. Confidential Branding & Marketing Strategies for Today!
  11. 11. Confidential Online Online TV Contents Consumers EDM/ Radio Emailers Search Engines
  12. 12. Confidential Awareness Active Consideration Involvement Purchase (Conversion) Consumption (Usage) Relationship Building Advocacy Television Press POS Advertorials Digital OOH Coupons After sales Loyalty program Online Banners + Video Marketing Search Social Media Search Engine Marketing/ SEO Facebook, Twitter, Instagram Forums/ Reviews
  13. 13. Confidential Exploring Digital Platforms...
  14. 14. Confidential Newspaper Print Ads = Online Banners Available options: 1. Premium sites - AsiaOne, Channel News Asia, Yahoo, etc (Price starts from S$10k/mth) 2. Google Display Network (GDN) – No minimum budget, can DIY 3. Facebook Ads (Sponsored Stories, etc) – No minimum budget, can DIY 4. Advertising networks - Komli, Innity, Pixel Media, etc (Price starts from S$5k-S$10k/mth) 5. Trade Associations – MIS, SCCCI, SMA, etc (Need to check if they have online inventory)
  15. 15. Confidential TV Commercials = Video Marketing Available options: 1. Youtube – Pre Roll Videos, No Minimum Budget, can DIY (TrueView Video Ads) 2. Video SEO services – ranks Client’s Video on the first page of Google (S$2,000 per campaign) 3. Video Ad Networks – Tube Mogul, VeNA, etc (Usually about S$10k/mth onwards)
  16. 16. Confidential Flyers = Electronic Direct Mailers (EDM) Some key points to note: • • • • • The “Subject Title” is the most important part of the EDM! Make sure that its read-able on all major Desktop and Mobile Browsers (Chrome, Safari, IE, etc) Provide link for viewing in HTML page Unsubscribe link EDM Softwares – Mailchimp, etc Data base sources: 1. Own collection – online enquiry forms, Namecards 2. Directories – Online or Hardcopies (Kompass?) 3. Purchase – DP Bureau, Dun & Bradstreet, etc 4. Trade associations – be part of their regular electronic Newsletters? 5. Magazines or Newspapers – database (premium pricing)
  17. 17. Confidential Directories = Search Engine Marketing Search Engine Marketing (SEM) + Search Engine Optimisation(SEO) Paid Search (Pay-per-click) Organic Search (Search Engine Optimisation)
  18. 18. Confidential No minimum Budget & can DIY Quick to implement > can be instanteous Can buy unlimited keywords and countries Can buy competitor keywords Used for short term promotions Used as a counter-competitive strategy No matter how much you spend, it would not help SEO
  19. 19. Confidential Help you get FREE traffic from search engines. Increase in “perceived creditability” of your site Increase in “targeted” traffic to your site Number of keywords limited by site contents Can not optimize for competitor keywords Does not help SEM (Paid Search) ranking
  20. 20. Confidential Word Of Mouths, Forums, Blogs = Social Media Marketing (SMM) Facebook Ads • No minimum Budget • Can DIY • Easy to roll out • Should have a clear & specific “Call to action” on the landing page • Should have a specific objective in mind ( Acquire Fans, Launch Product/Promotion, Download Mobile Apps, etc) Facebook Fan Page Management • Fan base to create a group of supporters • Continuous provide value to your Fans – industry news & trends, special promotions, Taggo, etc • Have a “fun side” - post Awesome and Cute pictures, Jokes, Cool related videos, etc to engage Fans
  21. 21. Confidential Word Of Mouths, Forums, Blogs = Social Media Marketing (SMM) Twitter & Instagram • Premium Ads avail on Twitter • Social campaigns on Twitter & Instagram as part of the overall Digital Marketing Plan.
  22. 22. Confidential Mobile Apps Development Points to note: • What is the objective of the Mobile Apps? • What “issues” is it trying to address? • Who are your users? • Is there alternative solutions to your App? • What is you “Go to Market” Strategy? • Apps Store Optimisation (ASO) – Increase the chance that your App can be found in the App Store
  23. 23. Confidential Analytics – Marketing Insights • Do you know what does your customers want? • What contents are working or not working? • Marketing channels ROI – which source of traffic is most efficient • Empowers your Marketing Budget planning • Example of Analytics – Google Analytics, Facebook Page Insights, Omniture, etc
  24. 24. Confidential Digital Marketing 2014 & Beyond
  25. 25. Confidential Source: Google 25
  26. 26. Confidential 26
  27. 27. Confidential Cross-Device Experience is Very Critical Source : comScore Media Metrix, Global Visitors Age 15+ Home/Work Location, August 2012
  28. 28. Confidential Thank You
  29. 29. Confidential Build Yourself A Business AdVantage! Adrian Ang Business Director AdVantage SEO LLP TEL : +65 9450 0295 adrian@advantageseo.net www.advantageseo.net