An Introduction to Digital Marketing
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The term digital is increasingly over-used, yet also increasingly misunderstood. In an effort to give a better understanding of basic terms, this introduction is an overview of the digital marketing landscape. It provides guidance to build a digital marketing roadmap, defines the digital marketing channels, provides key metrics and tips to become a successful digital marketer.
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An Introduction to Digital Marketing
- 1. GET STARTED IN DIGITAL MARKETING
- 2. HELLO!
- 3. AGENDA ¤ Key Concepts In Digital Marketing ¤ Build A Digital Marketing Roadmap ¤ Strategic Approach ¤ Owned, Earned, Paid Channels ¤ Digital Marketing Tool Box ¤ Become A Successful Digital Marketer
- 4. WHAT IS DIGITAL MARKETING? a product, a service, or a brand Digital is a WAY of delivering marketing through internet technologies. Marketing is the PROMOTION of
- 5. WHAT ARE THE BENEFITS OF DIGITAL MARKETING? Creative Measurable Interactive Data-driven At scale Real-time
- 6. WHAT DOES IT MEAN TO BE AN ONLINE BRAND? ¤ Be visible ¤ Manage your reputation ¤ Have a communication strategy ¤ Develop your community
- 7. WHY IS DIGITAL MARKETING IMPORTANT? Digital capabilities increasingly determine which companies create or lose value Source: Forbes World’s most influential brands, 2016
- 8. DIGITAL MARKETING IN NUMBERS Source: WeAreSocial, Australia 216
- 9. THE DIGITAL MARKETING LANDSCAPE IS COMPLEX Source: Gartner
- 10. AND IN CONSTANT EVOLUTION Total market as one segment Mass marketing with product varieties Total market in different segments Serve one segment on local basis Serve individual customer needs Serve the person customer seeds MASS MARKETING MICRO MARKETINGPRODUCT MARKETING CUSTOMISED MARKETING TARGET MARKETING PERSONALISED MARKETING
- 11. SO, WHAT DOES SUCCESS LOOK LIKE? CUSTOMER ACQUISITION CUSTOMER ADVOCACY Attract Engage ConvertRetain Nurture USER
- 12. BUILDING A DIGITAL MARKETING ROADMAP
- 13. DIGITAL MARKETING PLANNING Leverage owned, earned and paid media for a comprehensive marketing strategy OWNED MEDIA PAID MEDIA EARNED MEDIA Advertising Sharing Web properties
- 14. DIGITAL MARKETING METRICS Define clear measure of success across your digital channels PAY PER CLICK DISPLAY ADS RETARGETING PAID INFLUCENCERS PAID CONTENT PROMOTION SOCIAL MEDIA APPS WEBSITE MOBILE SITE BLOG SITE SOCIAL MEDIA CHANNELS MENTION SHARE REPOST REVIEW OWNED MEDIA PAID MEDIA EARNED MEDIA Advertising Sharing Web properties
- 15. USER JOURNEYS Right person, Right time, Right message
- 16. DIGITAL MARKETING CHANNELS ¤ Search Engine Marketing ¤ Display Advertising ¤ E-CRM ¤ Content Marketing ¤ Social Media
- 17. SEARCH ENGINE OPTIMISATION Improving traffic to a site by increasing the site’s visibility in SERP
- 18. SEARCH ENGINE OPTIMISATION ON-SITE OPTIMISATION Structure Content Tagging = QUALITY Blog and articles Keyword search Link building = RELEVANCE OFF-SITE OPTIMISATION
- 19. SEARCH ENGINE OPTIMISATION BOUNCE RATE AVERAGE VISIT DURATION NUMBERS OF VISITED PAGE SOCIAL SIGNALS % 01:30 4,578 DIRECT TRAFFIC
- 20. SEARCH ENGINE ADVERTISING / PAID SEARCH ¤ Target the right keyword ¤ Check the competition ¤ Evaluate the conversion
- 21. CPCCOST PER CLICK PPCPAY PER CLICK SEARCH ENGINE ADVERTISING / PAID SEARCH
- 22. DISPLAY ADVERTISING TRADITIONAL PUBLICITY VS ATTENTION FOR A SHORT TIME INTERRUPTS TENDS TO BE EXPENSIVE CUSTOMISED ADS MORE ACCURATE CHEAPER DISPLAY MARKETING
- 23. CTRCLICK-THROUGH RATE = CLICKS VIEWS DISPLAY ADVERTISING
- 24. E-CRM ¤ Better know your customer ¤ Customise the communication ¤ Create loyalty ¤ Push the potential
- 25. CONTENT MARKETING Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. The Content Marketing Institute Source: smartinsights
- 26. ATTENTION FOR A SHORT TIME INTERRUPTS TENDS TO BE EXPENSIVE CONTENT MARKETING TRADITIONAL PUBLICITY VS CONTENT MARKETING GIVE VALUABLE INFORMATIONS CREATE LOYALTY CREATE VIRAL CONTENT CREATE RECIPROCITY
- 27. SOCIAL MEDIA CHANNELS ¤ Encompasses Paid, Owned & Earned ¤ Paid: Ads, sponsored posts, etc. ¤ Owned: Your account/page/ channel ¤ Earned: UGC (shares, write- ups, etc.)
- 28. INFLUENCERS AND DARK SOCIAL
- 29. 1 GOOGLE KEYWORD PLANNER check the keyword search volume 2 WEBMASTER TOOLS check the structure of your website 3 GOOGLE ADWORDS plan ads campaigns on google 4 GOOGLE ANALYTICS check your traffic 5 GOOGLE ADSENSE plan ads display on websites 6 MAILCHIMP e-mail marketing 7 PIXLR design tool 8 PIKTOCHART create infographics 9 WORDPRESS blog platform 10 KLOUT influence tool 11 GOOGLE ALERTS watch reputation 12 HOOTSUITE manage social networks DIGITAL MARGETING TOOL BOX
- 30. BECOME A SUCCESSFUL DIGITAL MARKETER
- 31. TIPS TO BE SUCCESSFUL ¤ Track where your potential customers are ¤ Define what content will fit the best to them ¤ Determine what communication channel to use ¤ Plan accordingly ¤ Measure your results and optimise
- 32. T-SHAPE CONSULTING Marlene Vicaire Principal Consultant marlene@tshape.me +61 466 467 854 @Tshape_me www.tshape.me