1.
DIGITAL MARKETING

2.
WHAT IS DIGITAL MARKETING?
Digital marketing is an umbrella term for the
targeted, measurable, and interactive marketing of
products or services. Reach and convert leads into
customers and retain them.
It mainly use the as a core promotional
medium, in addition to mobile and traditional TV
and radio.

3.
19%
43%
56
%
26%
81%
58%
36%
38%
88%
51%
33%
69%
NORTH
AMERICA
WEST
EUROPE
EAST
EUROPE
CENTRAL
AMERICA MIDDLE
EAST SOUTH
ASIA
SOUTH EAST
ASIA
OCEANA
EAST
ASIA
CENRAL
ASIA
AFRICASOUTH
AMERICA
GLOBAL
AVERAGE:
42%
INTERNET USERS PENETRATION WORLD WIDE
Sources: InternetLiveStats Q1 2015, InternetWorldStats Q1 2015, Wikipedia for Population data.

4.
The Evolution of Internet
Internet of
CONTENT Internet of
THINGS
IoT
Pre-
Internet
H2H
Internet of
PEOPLE
Social
Web
Internet of
Content
WWW
Internet of
SERVICES
£
$
Web
2.0

5.
GLOBAL
DIGITAL
SNAPSHOT
Sources: Wikipedia, InternetLiveStats, InternetWorldStats, Facebook, GSMA Intel.
TOTAL
POPULATION
7.210
BILLION
URBANISATION: 53%
ACTIVE
INTERNET USERS
3.010
BILLION
PENETRATION: 42%
ACTIVE
SOCIAL MEDIA
ACCOUNTS
2.078
BILLION
PENETRATION: 29%
UNIQUE
MOBILE USERS
3.649
BILLION
PENETRATION: 51%
ACTIVE MOBILE
SOCIAL ACCOUNTS
1.685
BILLION
PENETRATION: 23%

6.
Setting up your goals
& Strategy
For example, if your goal is to increase sales by 15%, estimate how
much you are willing to pay for that result and how that will affect
your budgeting and marketing options in the future.
Your SEO needs will vary depending on where you are with SEO
today, the size of your site, your competition, and your goals.

7.
Competitors
More at http://www-
304.ibm.com/partnerworld/gsd/showsrchp.do?cd=BPAS&name=Business%20Analytics#v%3D%2B1%26q%3D%26filter%3DGSD.CountryRegion
%3AUS

8.
Being an IBM Premium Partner will have to ensure that its
current website design and content aligns strongly with its business objectives

9.
As IBM Says:

10.
1
2

11.
3

12.
Your SEO needs will vary depending on:
• Where you are with SEO today
• Your competition
• Size of your site
• Your goals
Lead Generation
SEO & CRO
http://terbia.net/

13.
Customer
Analytics
Experience

14.
Journey
Design

15.
TWO INTERNET STRATEGY BASICS
Get Visitors to Exhibit
Desired Behavior
(Visit Retail Store; purchase online; Access
Customer Service/Support)
Get Targets to Visit
your Website
1 2

16.
Know your customer inside out
How old is your customer?
Where does your customer live?
What is the population of your customer base?
What is their education level?
What is their income level?
What are your customers’ pain points?

17.
•Shopping Cart – e.g. Shopify, Volusion
•Payment Processor – e.g. Stripe, Paypal
•Fulfillment Center – e.g. Amazon, Shipwire
•Social Media Planning – e.g. Buffer, Hootsuite
•Accounting – e.g. Quicken, Xero
•Newsletter – e.g. Mailchimp
•Customer Loyalty Programs

18.
Pay-per-click
This typically involves using Google Shopping
campaigns and managing a product data feed.
Affiliate sale networks
Allowing other blogs and websites to sell
your product for a cut of the revenue.

19.
Social media Which is your strategy for social media and where will you dedicate your attention?
Search Engine Optimization – Create and promote awesome content so people find
your product organically through search.
Conversion Rate Optimization - CRO
How will you persuade people to buy your product
once they get to your site?
Blogger networks – Could be organic or paid through affiliate sale programs.
Develop a list of the key bloggers in your product category.
this might be an influencer that blogs about the best cloud Solutions & technologies.

20.
OBJECTIVES
Social Media Marketing
• Raise Awareness of Your Brand
• Gain insight into a community of interest
• Website Traffic
• Website Visitor Loyalty
• Conversion Rates

21.
AUDITING
Existing Content Repurpose Existing Content as
News Releases Rewrite in conversational tone and post on blog
Video of CEO annual meeting speech • Post video on Youtube
• Convert audio to MP3 for downloadable podcast
• Transcribe speech and post on blog
Customer Case Studies • Create PowerPoint and post on SlideShare
• Record PowerPoint with voiceover as video and post on
Youtube
• Post video (YouTube embed code) on blog
PowerPoint Presentations • Record with Voiceover as video and post on Youtube
• Convert audio to MP3 for downloadable podcast
• Rewrite in conversational tone and post on blog
Self-published Articles • Rewrite in conversational tone and post as a blog series
• Record audio to MP3 for downloadable podcast
REPURPOSING
&

22.
o Each piece of content should be created with a goal in mind
o The goal should drive the design and topic
o Incorporate user-generated content
o Develop original content
o Educate new prospects - don’t sell them
o Do not choose formats by default
o Write to your ideal customer
MORE
ON
CONTENT

23.
TRACKING
Tier 1. Creator-level metrics
o Traffic: Page views, unique visitors,
bounce rate, time spent.
o Source: Referring sites, visitor
demographics, inbound search
keywords.
o Sharing: Re-Tweets, shares
Tier 2. Manager-level metrics
o Lead volume generated.
o Lead quality.
o Cost-per-lead.
o Conversion rate (for email opt-in,
downloads, etc.).
o Market share, awareness, qualitative
feedback
Tier 3. Director-level Metrics
o Revenue.
o Costs.
o ROI.
o Customer lifetime value.
o Related areas.
GOALS

24.
KEY SUCCESS
o Make it easy for customers to do business with you
o Focus on the end customer for your products and services
o Redesign your customer-facing business processes from
the end customer’s point of view
o Wire your company for profit: Design a comprehensive,
evolving electronic business architecture
o Foster customer loyalty, the key to profitability in
electronic commerce
FACTORS

25.
KEY
o Don’t completely redesign a business to become an e-business.
o Don’t suspend good project management rules in the name of e-business.
o Don’t assume technology can do all the heavy lifting in e-business
implementation.
o Don’t focus solely on current customers for e-business.
o Stay alert for new competition.
DANGERS

26.
Discovery
Brand
Development Testing
Content Creation Maint.
& Improv.Navigation Beta Launch Launch
How we do it:
Low Risk
Agile Web Development

27.
Why Every Business Needs A
Digital Marketing Strategy?
Formulating your digital marketing strategy is the first step towards
understanding how your business can benefit from new marketing techniques,
how it can impact on the relationship between your business and your
customers, and help you to reach new customers online.

28.
Digital Marketing
&
“What return does digital marketing
give me for the cost?”
How Much Does Digital Marketing Cost?
ROI

29.
Monthly Retainers
Types of SEO Contracts &
Market Averages
Fixed Price Contracts
Hourly Consultation
Employee Costs • ($50-120k+/yr.)
• Link profile audits ($2500-$7500)
• SEO/Website Audits ($1000-$3000)
• Link building ($250-$2000 per link)
• Per page opt. & implementation ($100-$250)
• Copywriting ($0.75-$1.00/word)
• ($100-$300/hr.)
• (Sub $500/mo)
• ($1000-$5000/mo)
• ($5000-$10,000+/mo):
• ($10,000-$20,000+/mo)

30.
ROI
One big benefit of Internet-based marketing (vs. traditional forms)
is that actual audience behaviour tends to be easier to track and measure.
Email : $40.56.
Social networking’s : $12.71
Search’s: $22.24
Internet display advertising: $19.72
Mobile: $10.51
For every $1 spent on digital marketing efforts:
http://www.dma.org.uk/research

31.
Social Media
Social media is slightly more effective for B2C (6.44/10)
compared to B2B (5.88/10) marketers.
Social media is also
more effective when managed in-house (6.23)
compared to outsourced (5.88)
http://www.dma.org.uk/uploads/ckeditor/Social_Data_Integration_2016.pdf
for B2B Marketers

32.
http://www.dma.org.uk/uploads/ckeditor/Social_Data_Integration_2016.pdf
Social Media
For
Business

33.
Questions?