Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

13

Partager

Integrated Multi-channel Digital Marketing Strategies

This presentation on Integrated Multi-Channel Digital Marketing Strategies covers an overview of various Digital Marketing techniques i:e SEO, SMO, PPC, Display Adv, Email Marketing, Online Reputation Mangement and Affiliate Marketing, channels, and platforms to generate favorable actions or responses from targeted audiences.

Livres associés

Gratuit avec un essai de 30 jours de Scribd

Tout voir

Integrated Multi-channel Digital Marketing Strategies

  1. 1. DIGITAL-MARKETING TRAINING Learn Digital Marketing Strategies STRATEGIES - 2017 Presenter: Dushyant Verma | Marketing Manager The Digital Group Inc.
  2. 2. ONE-TOUCH Marketing or Advertising is NOT ENOUGH to get ATTENTION CONSUMERS are exposed to MULTITUDES of INFORMATION
  3. 3. BRANDS and BUSINESSES need MULTIPLE TOUCH POINT to connect with CUSTOMERS They need to implement an INTEGRATED MULTI-CHANNEL DIGITAL MARKETING STRATEGY
  4. 4. Multiple studies confirm the importance of MULTI-CHANNEL DIGITAL MARKETING including:
  5. 5. 80% of Consumers need an average of SIX TOUCH POINTS before they make a PURCHASING DECISION Studies from Different sources recommends TWELVE TOUCH POINTS per customer for better results
  6. 6. Startups and SMEs have LIMITED CAPITALIZATION Many are reluctant to spend for MARKETING MULTI-CHANNEL DIGITAL MARKETING provides a very COST- EFFECTIVE alternative that DELIVERS RESULTS
  7. 7. is Effective in GENERATING BUSINESS LEADS Provides CONSIDERABLE SAVINGS Generates 2.8 times better REVENUE GROWTH Allows 3.3 times better OPPORTUNITIES for EXPANSION MULTI-CHANNEL DIGITAL MARKETING:
  8. 8. THE CONCEPT OF MULTI-CHANNEL DIGITAL MARKETING
  9. 9. In the INTERNET and SOCIAL MEDIA age, customers can come from practically EVERYWHERE Modern Consumers have more CONTROL OVER THEIR CHOICES of products and services
  10. 10. They want INFORMATION and CONFIRMATION first before they buy Businesses, brands, and marketers need MULTI- CHANNEL DIGITAL MARKETING to reach out to these types of customers
  11. 11. MULTI-CHANNEL DIGITAL MARKETING is a strategy that combines various kinds of direct and indirect marketing channels to generate favorable actions or responses from targeted audiences It may look like a complex web of distinct channels all working towards a similar end, and that is connecting with potential customers More Potential Customers means Better results for your business
  12. 12. Digital Marketing Basic Terminologies
  13. 13. TOUCH POINT Any encounter where customers and businesses engage to exchange information, provide services, or handle transactions. CONVERSION  When a visitor takes the desired action while visiting your site. This can be a purchase, membership signup, download, or registration for newsletters. TRAFFIC  The number of total visits your site got regardless of the sources.
  14. 14. ROI (RETURN ON INVESTMENT) UNIQUE SELLING POINT (USP) • Also called the Unique Selling Proposition, it is a factor that differentiates a product from its competitors. • Sources of the traffic of the visitors in a website. TRAFFICCHANNELS • A performance measure used to evaluate the efficiency of an investment. It measures the amount of return on an investment relative to the investment's cost.
  15. 15. PAID TRAFFIC• When a company bids on keywords and makes advertisements around those keywords to be displayed on search engines. It also encompasses any form of paid advertisement that directly points to your website. ORGANIC TRAFFIC • Traffic generated to your website by a Search Engine; also known as "free traffic". WEB ANALYTICS • Tool that measures different information of visitors of your site ranging from demographic, location, device, etc.
  16. 16. How to Start a Multi-Channel Digital Marketing Campaign 4 STRATEGIC STEPS
  17. 17. The 4 Strategic Steps
  18. 18. MARKET RESEARCH
  19. 19. 80% of these consumers perform RESEARCH using digital channels The KEY to Digital Marketing Success is to CONNECT and ENGAGE with these types of consumers Consumers today have greater freedom with their purchasing options
  20. 20. WHY IS MARKET RESEARCH IMPORTANT? Better Understanding of your clients Clearly defines your Target Market Creates a tailored Marketing Strategy Carefully Plans your marketing activities ahead Creates an Optimized Digital Marketing Strategy based on your allocated budget
  21. 21. v HOW TO DO MARKET RESEARCH? 2. Identify the KEY Products And Services 1. Identify your UNIQUE SELLING POINT (USP) 3. Identify your TARGET MARKET
  22. 22. 4. Identify the Goals And Objectives of the campaign a.Lead Generation b.Increased social media followers c.Boost brand awareness d.Generate Sales 5. Identify Key Competitors and check their activities online HOW TO DO MARKET RESEARCH?
  23. 23. MARKETING STRATEGY
  24. 24. More than 80% OF BRANDS ARE RAMPING UP ON THEIR MULTI- CHANNEL DIGITAL MARKETING STRATEGIES They can INTEGRATE display, mobile, social and video marketing into their digital marketing mix
  25. 25.  Provides you with a CLEAR ROADMAP on marketing  Provides you with a CLEAR APPROACH towards achieving business goals and objectives  Enables you to reach TARGETED AUDIENCES effectively  Ensures you spend your ADVERTISING BUDGET wisely  Increases RESULTS, CONVERSIONS and ultimately your PROFITS WHY IS MARKETING STRATEGY IMPORTANT?
  26. 26.  Step 1: Begin with a SNAPSHOT of your company's Current situation Digital Presence, Rankings, (Product/Services)SWOT/USP  Step 2: Describe your TARGET AUDIENCE. Geographic, Demographic, Age, Industry, Seniority  Step 3: List your MARKETING GOALS. Traffic, Contact forms, Download etc.  Step 4: Develop the marketing COMMUNICATIONS STRATEGIES and Channels you'll use.  Step 5: Set your Marketing Budget. HOW TO CREATE A MARKETING STRATEGY? Tips: 1.Don't try to develop a marketing plan without an USP. 2.Revisit your marketing plan at least once every quarter
  27. 27. TOP DIGITAL MARKETING CHANNELS AND STRATEGIES
  28. 28. Search Engine Optimization Social Media Marketing Pay Per Click Marketing Content Marketing Email Marketing Affiliate Marketing Display Advertising Online Reputation Management
  29. 29. SEARCH ENGINE OPTIMIZATION (SEO)
  30. 30. SEO is the process of making your website and business WORTHY for ranking at the top of SEARCH ENGINE RESULTS PAGES SEO is vital for Digital Marketing because: 93% of ONLINE EXPERIENCES begin by using a search engine 50% of mobile visitors who conducted local search visited a store within the day. And 34% conducted on computer did the same.
  31. 31. The SEO Framework
  32. 32. SEO in a Glance
  33. 33. SEARCH ENGINE OPTIMIZATION is good for BUSINESSES who: have LONG TERM GOALS of appearing on the 1st page of SEARCH ENGINE RESULTS while getting FREE TARGETED TRAFFIC and exposure
  34. 34. SOCIAL MEDIA MARKETING (Paid and Organic)
  35. 35. a SMM is the process of utilizing the TOP SOCIAL SITES to create brand awareness, drive conversation and connect to the most targeted audience as possible Social media users have risen by 2000 million last 2016 More than 70% of Small Business Owners use Social Media Marketing. Source - http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
  36. 36. The Indian online community is crazy over SOCIAL MEDIA Indian spend an average of 3.5 to 4 hours each day engrossed in their favorite social network India has 216.5 M of active social media users which is expected to 283 m in 2018 India’s active social media users are up by 23 percent since March 2015, compared to 26 percent global rise
  37. 37. Indians are RELYING more on social media for COMMUNICATING with friends and loved ones Facebook Messenger is used by as much as 85% of Indian Internet users Indians are the MOST ENGAGED SOCIAL MEDIA USERS in the Asia-Pacific region
  38. 38. Social Media Marketing in a Glance
  39. 39. SOCIAL MEDIA MARKETING is good for BUSINESSES who want to: Increase BRAND AWARENESS REACH more people Drive LEADS Generate contests and promos
  40. 40. PAY-PER-CLICK (PPC) MARKETING
  41. 41. PPC Marketing is the process of using top PPC networks such as Google Adwords to reach potential customers who: Already have a NEED for products and services Are ACTIVELY SEARCHING for these needs online
  42. 42. 85% of Indians Internet users search and watch ONLINE VIDEOS about the brands, products and services they are interested in before they buy • Most won’t mind an ONLINE AD • 83% believe that ADs that provide RELEVANT INFORMATION can actually make their lives easier
  43. 43. Google PPC Ads in a Glance
  44. 44. Since the use of Ad Blocker plugins has become rampant since last year, Companies are now slowly shifting their online advertising method to NATIVE ADVERTISING Popular international media websites are already using this form of advertising in their sites It is used by local counterparts including MSN.com, Yahoo - CNBC.com among others
  45. 45. Native PPC Ads in a Glance Ad Network Native Ads Native Ads Ad Network Native Ads Native Ads Native Ads Add Network Native Ads
  46. 46. PAY-PER-CLICK MARKETING is good for BUSINESSES who want to:  Get TARGETED TRAFFIC quickly  Generate LEADS and  Increase SALES and profits
  47. 47. Display AdvertisingBannerAds,Videos,Test,Images
  48. 48. Display advertising is advertising on websites, which includes different formats and contains items such as text, images, flash, video, and audio  It’s a process of creating ads for your company and having them appear on other websites.  You serve your ads through a display network, as you can do with Google, Facebook, Twitter, and other Internet giants.  Then, you pick who you want to target with your ads so you can be sure you’re engaging the right people in your customer base.
  49. 49. Display Advertising Framework
  50. 50. (GDN) Google Display Network. What is Google Display Network? YouTube and Google Sites Partner Sites
  51. 51. Targeting on the Google Display Network On the Google Display Network you can reach a wide range of customers, choose which sites or pages your ads appear on, and engage people with a variety of appealing ad formats. Next are some of the targeting options you can use in your Google Display Network campaigns.
  52. 52. Contextual Targeting Serve ads to consumers based on the content they’re reading using the most powerful contextual technology in the world Google uses keywords and themes to find the right placements, showing your ads on pages that are the most suitable match for your message Advantages of contextual advertising:  You get to reach only those people who are already looking for that information or related information  You pay only if anybody clicks on your link  Such links don't annoy people
  53. 53. Category Targeting Serve ads to consumers based on our categorisation of thousands of sites Choose from over 600 categories Luxury Auto Sites Travel Sites Luxury Goods Golf Sites
  54. 54. Placement Targeting Serve ads to consumers based on specific sites on the Google Display Network You can select specific web pages, online videos, games, RSS feeds, and mobile sites to show your ads AdPlanner allows you to search for specific sites based on the audience that you are targeting
  55. 55. Remarketing 97% of new site visitors don’t convert on the first visit to your website. Target those people on the Google Display Network to bring them back to your site.
  56. 56. Display Advertising is good for BUSINESSES who: Wants Faster Brand Building, effective targeting and real time Conversion Measuring. while educating customer and BUILD TRUST for the brand.
  57. 57. Affiliate Marketing Join-Promote-Sale-Track--Earn
  58. 58. A Marketing Arrangement by which an online retailer PAYS COMMISSION to an external website for traffic or sales generated from its REFERRALS. Affiliate marketing is one of the oldest forms of  marketing wherein you refer someone to any online product and when that person buys the product based on your recommendation, you receive a commission.  This commission varies from $1 to $10,000 depending on what product you are promoting.
  59. 59. Affiliate Marketing Framework How it works:  You find out a product from the promotion.  You sign up the affiliate program available on their site.  You get a code or a special link that allows the advertiser or merchant to track the people who clicked on the link.  If they purchase the product, you get a commission  Click Bank  Rakuten  Amazon Associates  Ebay  Avangate  Snapdeal  Flipkart Best affiliate networks in 2017
  60. 60. Becoming an Affiliate Marketer Ad Models:- CPA- Cost per acquisition | CPS- Cost per sale | CPL- Cost per lead CPC- “Cost per click” | CPM- “Cost per million
  61. 61. Affiliate Marketing is good for BUSINESSES who: Doesn’t want to invest HUGE MONEY IN Marketing & People Wants to Pay only when you GET Business. Earns WEB-TRAFFIC on your website Particularly important for smaller businesses * Always check who your affiliates are, since people running shady websites, posting spammy content just to earn a money from you.  P o p u l a r i t y  D i v e r s i t y  T i m e & E n e r g y  R i s k  C o s t
  62. 62. CONTENT MARKETING Why Content is King
  63. 63. QUALITY CONTENT is part of, all forms of Marketing's: Whether it is:  SEARCH ENGINE OPTIMIZATION  SOCIAL MEDIA MARKETING  SEARCH ENGINE MARKETING  DISPLAY ADVERTISING Types of Content (what to produce) CONTENT MARKETING is a form of marketing FOCUSED on Creating, Publishing & Distributing Content for a TARGETED AUDIENCE Online.  Blog  Videos  Podcast  Infographics, Stories  Articles, Press Release  Whitepaper, EBooks  Webinars Benefits
  64. 64. CONTENT MARKETING FRAMEWORK • Find the right audience. •Select the channels I;e search engines, social media, content sharing platform •Liston and track the response. •Optimize your content. •Develop interesting content such as: •Blogs, Articles, whitepapers, Videos, webinars etc. •Understand your audience •Evaluate Trends •Keep up with Top Stories and trends Plan Create Strategy Create Involve & Collaborate Distribute Amplify your Content Measure Track Impact Content Distribution Channels % Source: Content Marketing Institute Paid Channels
  65. 65. CONTENT MARKETING is good for BUSINESSES who: Wants to Builds an identity of a Subject Matter Expert, THOUGHT LEADERS ENCOURAGES Customer to Take Action based on your CONTENT Keeps your Websites, Blogs and other MARKETING MATERIALS fresh.
  66. 66. Email Marketing Cost effectivewayto reach customers
  67. 67. Email Marketing is vital for Digital Marketing because:  44% of email recipient made at least ONE PURCHASE last based on promotion emails.  64% of decision makers read their email via MOBILE DEVICEs.  44% of B2B marketers rated the lead generated by EMAIL MARKETING IS HIGH QUALITY. Email Marketing is the act of sending a commercial message, typically to a group of people, using email.
  68. 68. Email Marketing Framework Framework Email Planning & Analysis
  69. 69. Elements of an Effective Campaign. Product Incentive Call to action Content Right Target Permission Right Time Copy Subject Line Design + LIST + CREATIVE + OFFER
  70. 70. Email Marketing in a Glance
  71. 71. Email Marketing is good for BUSINESSES who want to reach there customers in a COST EFFECTIVE way Benefits of Email Marketing: • Email is an easy to reach customers on any device • Its an effective way to extend your audience reach, engage new customers and build brand trust • Email marketing is cost effective and trackable. • Its easy to customize and integrate into other marketing tactics.
  72. 72. Online Reputation ManagementYouronlinereputation canmakeorbreakyou!
  73. 73. ONLINE REPUTATION MANAGEMENT is the practice of Crafting Strategies to influence the PUBLIC PERCEPTION of an Organization, individual on the Internet. Online Reputation Management (ORM) is imp for your Business because:  80 % of consumers Research about Company before buying online.  Having NEGATIVE REVIEW’s can Damage your capacity to win new business. COMPANY OR BRANDS needs to be Careful when somebody SEARCHES using keywords or phrases related to Your Business and finds COMMENTS such as:  Never use Again  Would Not recommend this to anyone  Worst experience of my life  Left me in tears
  74. 74. The ORM Framework Online Reputation Video & Graphics Consumers Reviews Media Coverage
  75. 75. ORM in Glance
  76. 76. ONLINE REPUTATION MANAGEMENT is good for BUSINESSES who: Who wants to IMPROVE OR RESTORE its Brand Presence. Eliminate or Weaken NEGATIVE MATERIALS Found on Internet Defeating it with more positive material to improve company credibility and trust.
  77. 77. MARKETING IMPLEMENTATION
  78. 78. Traditional advertising has lost its dominance and touch Internet advertising already surpassed AD spending on cable and TV 72% of consumers want to CONNECT WITH BRANDS using integrated digital marketing strategies
  79. 79. Three Most Important Aspects of Marketing Implementation  The actual marketing STEPS AND GUIDELINE  Stick to the MARKETING PLAN and STRATEGY  Work CONSISTENTLY
  80. 80. MARKETING OPTIMIZATION
  81. 81. While many have succeeded in their Digital Marketing campaigns, many have also failed miserably The reason for failure is NOT that the campaigns lack creativity, quality materials and qualified personnel
  82. 82. It’s because they failed to establish Marketing Analysis and Optimization
  83. 83. WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT? 54% of unsuccessful marketers FAILED TO INVEST and prioritized marketing analysis and optimization MARKETING OPTIMIZATION
  84. 84. MARKETING OPTIMIZATION WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT? BENEFITS of marketing analysis, tests and optimization: 1.Identify what’s working and what’s not 2.Check which marketing channels produce the most traffic and conversions 3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR 4. Uncover NEW OPPORTUNITIES 5.Check which keywords have the most traffic (and use them later for paid ads)
  85. 85. MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION 1. Web analytics utilization 2. Data analysis 3. Optimized activities and re- planning based on actual data MARKETING OPTIMIZATION
  86. 86. TOP 3RD PARTY ANALYTICS MARKETING OPTIMIZATION
  87. 87.  Visitors Pageviews  Traffic Referrals Traffic Sources TOP WEB ANALYTICS METRICS  Average Session Duration Percentage of New Sessions Demographics  Mobile and Desktop Users MARKETING OPTIMIZATION
  88. 88. Analytics Snapshot in a Glance
  89. 89. Analytics Snapshot in a Glance List of all traffic channels or sources of visitors that went to our DMP website. Organic search tops all of them, which means our organic exposure is definitely high!
  90. 90. Thank You!
  • MphoNtshingila

    Oct. 30, 2020
  • denismaosa

    May. 5, 2020
  • TiarhanOghenejode

    Feb. 17, 2020
  • WenDeeKee

    Feb. 15, 2020
  • PinoMartnezPrados

    Feb. 7, 2020
  • NehalAhmed52

    Apr. 21, 2018
  • CorporateConcepts2

    Apr. 10, 2018
  • mcphemlone

    Apr. 7, 2018
  • ssusere6bebe

    Apr. 6, 2018
  • buzul

    Jan. 28, 2018
  • JenniferHuang69

    Oct. 14, 2017
  • putron

    Jun. 13, 2017
  • lovkumar

    May. 2, 2017

This presentation on Integrated Multi-Channel Digital Marketing Strategies covers an overview of various Digital Marketing techniques i:e SEO, SMO, PPC, Display Adv, Email Marketing, Online Reputation Mangement and Affiliate Marketing, channels, and platforms to generate favorable actions or responses from targeted audiences.

Vues

Nombre de vues

1 728

Sur Slideshare

0

À partir des intégrations

0

Nombre d'intégrations

248

Actions

Téléchargements

110

Partages

0

Commentaires

0

Mentions J'aime

13

×