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Farhan Kamal Sr. Manager Marketing ITSec Limited Badar Khushnood Country Consultant Google Inc.  Adil Ahmed  COO  The Symmetry  Guest Speakers
PRESENTATION OVERVIEW
KEY CONCEPTS IN DIGITAL MARKETING
KEY CONCEPTS IN DIGITAL MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Evolution of the Internet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING Understanding Digital Media Rank Brand Unique Audience (000) Active Reach % Time Per Person (HH:MM:SS) 1 Google 94,469 65.40 0:29:43 2 Yahoo! 81,677 56.54 1:11:56 3 MSN/Windows Live 68,706 47.56 0:52:36 4 Microsoft 58,978 40.83 0:19:17 5 AOL Media Network 50,626 35.05 1:27:08 6 Facebook 41,944 29.04 1:12:20 7 YouTube 41,416 28.67 0:24:13 8 Fox Interactive Media 37,289 25.81 0:33:53 9 Apple 29,055 20.11 0:54:12 10 eBay 27,288 18.89 0:51:06
CRAFTING A DIGITAL MARKETING STRATEGY
KEY CONCEPTS IN DIGITAL MARKETING Some Good Examples…
KEY CONCEPTS IN DIGITAL MARKETING IT ALL STARTS WITH THE DOMAIN NAME ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING IT ALL STARTS WITH THE DOMAIN NAME ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING IT ALL STARTS WITH THE DOMAIN NAME www.BloomHeaven.com
KEY CONCEPTS IN DIGITAL MARKETING IT ALL STARTS WITH THE DOMAIN NAME Some Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING Helpful Resources ,[object Object],[object Object],[object Object],[object Object]
Exercise 1.1 ,[object Object],[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING Keywords Advertiser Competition Approx Search Volume: February Approx Avg Search Volume flowers 1 24900000 24900000 flower 1 13600000 9140000 send flowers 1 368000 165000 flowers shop 1 6600 12100 flowers delivery 1 246000 110000 ftd flowers 1 40500 27100 tropical flowers 1 60500 49500 fresh flowers 1 165000 90500 funeral flowers 1 74000 49500 wedding flowers 1 450000 301000 silk flowers 1 165000 135000 flowers wholesale 0.93 135000 90500 order flowers 1 74000 40500 flower delivery 1 823000 368000 flower shop 1 450000 246000 Taken from Google Keyword Tool
KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING Website Structure
KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… ,[object Object],[object Object],[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING Wireframe Diagram
KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… ,[object Object],[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… ,[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… ,[object Object],[object Object],[object Object],[object Object],[object Object]
KEY CONCEPTS IN DIGITAL MARKETING We Now Have ,[object Object],[object Object],[object Object],[object Object]
Exercise 1.2 ,[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING
ROUNDING UP SEARCH ENGINE MARKETING
ROUNDING UP SEARCH ENGINE MARKETING
ROUNDING UP SEARCH ENGINE MARKETING Why You Can’t Afford not to SEO Your Website ,[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING Evolution of Search Engines – How it All Started ,[object Object],[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING The Web Directory Age… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING Enter Search Engine Age
ROUNDING UP SEARCH ENGINE MARKETING The Search Engine Age… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING The Search 2.0
ROUNDING UP SEARCH ENGINE MARKETING What Google Changed ,[object Object],[object Object],[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING What Google Changed
ROUNDING UP SEARCH ENGINE MARKETING What Google Changed
ROUNDING UP SEARCH ENGINE MARKETING What Google Changed POPULARITY  = LINKS FROM OTHER WEBSITES
ROUNDING UP SEARCH ENGINE MARKETING ,[object Object],[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING What Google Changed Search Engines want Naturalism to prevail
ROUNDING UP SEARCH ENGINE MARKETING The Search 3.0 ,[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING The Search 4.0 ,[object Object],[object Object],[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING FOOL PROOF SEARCH ENGINE OPTIMIZATION STRATEGY
ROUNDING UP SEARCH ENGINE MARKETING ,[object Object],[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object],Offsite things to do
ROUNDING UP SEARCH ENGINE MARKETING ,[object Object],[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING PHASE 3 – Link Baiting – Differentiating yourself from Rookies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING ,[object Object],[object Object],[object Object],Shortcuts and Boosters
ROUNDING UP SEARCH ENGINE MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object],Things to remember
ROUNDING UP SEARCH ENGINE MARKETING Rounding up Online Advertising  Adil Ahmed  COO  The Symmetry
Exercise 2.1 ,[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING
ROUNDING UP SEARCH ENGINE MARKETING ,[object Object],[object Object],[object Object],Why it Works?
ROUNDING UP SEARCH ENGINE MARKETING
ROUNDING UP SEARCH ENGINE MARKETING Search Engines bridge the gap between buyers and sellers Why it Works?
ROUNDING UP SEARCH ENGINE MARKETING
ROUNDING UP SEARCH ENGINE MARKETING Buyers Sellers
 
ROUNDING UP SEARCH ENGINE MARKETING Rs.10,000 initial investment in AdWords Rs. 10 CPC ≥ 1,000 clicks 10% conversion rate = 100 sales Average sale = Rs. 1000  Rs.10 K investment returns Rs.100 K in sales Reinvest profits, increase budget
 
ROUNDING UP SEARCH ENGINE MARKETING
Google Network Basics – Ad Distribution ,[object Object],[object Object],Search partners, including: Google properties, including: * Source: comScore Media Metrix (September, 2004) ,[object Object],Content publishers, including: network Other 20% 80%
ROUNDING UP SEARCH ENGINE MARKETING Google technology places your ad on the most relevant content pages
ROUNDING UP SEARCH ENGINE MARKETING ,[object Object],[object Object],[object Object],Campaign Creation  ,[object Object],[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING ,[object Object],[object Object],[object Object],Ad Group Level ,[object Object],[object Object]
Basic Definition: CTR ,[object Object],Clicks Impressions = CTR (expressed as %) CTR: clickthrough rate
CTR Examples 20 clicks 1000 impressions = 0.02 = 2% Example Advertiser A: CTR is how Google measures relevance  3 clicks 100 impressions = 0.03 = 3% Example Advertiser B:
Quality Score ,[object Object],[object Object],[object Object],[object Object]
Quality Score High Quality Score = Higher Ranks with Lower Cost per click
ROUNDING UP SEARCH ENGINE MARKETING ,[object Object],[object Object],[object Object],[object Object]
Exercise 2.2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ROUNDING UP SEARCH ENGINE MARKETING Badar Khushnood Country Consultant  Google Inc.  Benefits of Using Google Adwords
SOCIAL MEDIA MARKETING
“ Social media marketing (SMM) is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks”.  What is Social Media Marketing
[object Object],[object Object],[object Object],Why Social Media Marketing
[object Object],[object Object],[object Object],Crafting a Social Media Marketing Strategy
[object Object],[object Object],Crafting a Social Media Marketing Strategy
[object Object],[object Object],Crafting a Social Media Marketing Strategy
[object Object],[object Object],Crafting a Social Media Marketing Strategy
[object Object],[object Object],[object Object],Crafting a Social Media Marketing Strategy
Digg Submit interesting content Other users vote for content Top content gets to the main Expect 100000000 visitors
Stumble Upon Friends refer friends sites to visit Expect hundreds of visitors
LinkedIN Business networking Contacts, Events, Information
 
Exercise 3.1 ,[object Object],[object Object]
EMAIL MARKETING
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Exercise 4.1 ,[object Object],[object Object],[object Object]
AFFILIATE MARKETING PRIMER
WHAT IS AFFILIATE MARKETING ,[object Object],[object Object],[object Object]
WHY AFFILIATE MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SETTING UP AN AFFILIATE PROGRAM ,[object Object],[object Object],[object Object],[object Object],[object Object]
WHAT IS AFFILIATE MARKETING Affiliate Program Software ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SETTING UP AN AFFILIATE PROGRAM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SETTING UP AN AFFILIATE PROGRAM ,[object Object],[object Object],[object Object],[object Object],[object Object]
Exercise 5.1 ,[object Object],[object Object],[object Object]

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Digital Media Marketing

  • 2. Farhan Kamal Sr. Manager Marketing ITSec Limited Badar Khushnood Country Consultant Google Inc. Adil Ahmed COO The Symmetry Guest Speakers
  • 4. KEY CONCEPTS IN DIGITAL MARKETING
  • 5.
  • 6.
  • 7. KEY CONCEPTS IN DIGITAL MARKETING Understanding Digital Media Rank Brand Unique Audience (000) Active Reach % Time Per Person (HH:MM:SS) 1 Google 94,469 65.40 0:29:43 2 Yahoo! 81,677 56.54 1:11:56 3 MSN/Windows Live 68,706 47.56 0:52:36 4 Microsoft 58,978 40.83 0:19:17 5 AOL Media Network 50,626 35.05 1:27:08 6 Facebook 41,944 29.04 1:12:20 7 YouTube 41,416 28.67 0:24:13 8 Fox Interactive Media 37,289 25.81 0:33:53 9 Apple 29,055 20.11 0:54:12 10 eBay 27,288 18.89 0:51:06
  • 8. CRAFTING A DIGITAL MARKETING STRATEGY
  • 9. KEY CONCEPTS IN DIGITAL MARKETING Some Good Examples…
  • 10.
  • 11.
  • 12. KEY CONCEPTS IN DIGITAL MARKETING IT ALL STARTS WITH THE DOMAIN NAME www.BloomHeaven.com
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. KEY CONCEPTS IN DIGITAL MARKETING Keywords Advertiser Competition Approx Search Volume: February Approx Avg Search Volume flowers 1 24900000 24900000 flower 1 13600000 9140000 send flowers 1 368000 165000 flowers shop 1 6600 12100 flowers delivery 1 246000 110000 ftd flowers 1 40500 27100 tropical flowers 1 60500 49500 fresh flowers 1 165000 90500 funeral flowers 1 74000 49500 wedding flowers 1 450000 301000 silk flowers 1 165000 135000 flowers wholesale 0.93 135000 90500 order flowers 1 74000 40500 flower delivery 1 823000 368000 flower shop 1 450000 246000 Taken from Google Keyword Tool
  • 18.
  • 19. KEY CONCEPTS IN DIGITAL MARKETING Website Structure
  • 20.
  • 21. KEY CONCEPTS IN DIGITAL MARKETING Wireframe Diagram
  • 22.
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  • 26.
  • 27.
  • 28. ROUNDING UP SEARCH ENGINE MARKETING
  • 29. ROUNDING UP SEARCH ENGINE MARKETING
  • 30. ROUNDING UP SEARCH ENGINE MARKETING
  • 31.
  • 32.
  • 33.
  • 34. ROUNDING UP SEARCH ENGINE MARKETING Enter Search Engine Age
  • 35.
  • 36. ROUNDING UP SEARCH ENGINE MARKETING The Search 2.0
  • 37.
  • 38. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed
  • 39. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed
  • 40. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed POPULARITY = LINKS FROM OTHER WEBSITES
  • 41.
  • 42. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed Search Engines want Naturalism to prevail
  • 43.
  • 44.
  • 45. ROUNDING UP SEARCH ENGINE MARKETING FOOL PROOF SEARCH ENGINE OPTIMIZATION STRATEGY
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52. ROUNDING UP SEARCH ENGINE MARKETING Rounding up Online Advertising Adil Ahmed COO The Symmetry
  • 53.
  • 54. ROUNDING UP SEARCH ENGINE MARKETING
  • 55.
  • 56. ROUNDING UP SEARCH ENGINE MARKETING
  • 57. ROUNDING UP SEARCH ENGINE MARKETING Search Engines bridge the gap between buyers and sellers Why it Works?
  • 58. ROUNDING UP SEARCH ENGINE MARKETING
  • 59. ROUNDING UP SEARCH ENGINE MARKETING Buyers Sellers
  • 60.  
  • 61. ROUNDING UP SEARCH ENGINE MARKETING Rs.10,000 initial investment in AdWords Rs. 10 CPC ≥ 1,000 clicks 10% conversion rate = 100 sales Average sale = Rs. 1000 Rs.10 K investment returns Rs.100 K in sales Reinvest profits, increase budget
  • 62.  
  • 63. ROUNDING UP SEARCH ENGINE MARKETING
  • 64.
  • 65. ROUNDING UP SEARCH ENGINE MARKETING Google technology places your ad on the most relevant content pages
  • 66.
  • 67.
  • 68.
  • 69. CTR Examples 20 clicks 1000 impressions = 0.02 = 2% Example Advertiser A: CTR is how Google measures relevance 3 clicks 100 impressions = 0.03 = 3% Example Advertiser B:
  • 70.
  • 71. Quality Score High Quality Score = Higher Ranks with Lower Cost per click
  • 72.
  • 73.
  • 74. ROUNDING UP SEARCH ENGINE MARKETING Badar Khushnood Country Consultant Google Inc. Benefits of Using Google Adwords
  • 76. “ Social media marketing (SMM) is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks”. What is Social Media Marketing
  • 77.
  • 78.
  • 79.
  • 80.
  • 81.
  • 82.
  • 83. Digg Submit interesting content Other users vote for content Top content gets to the main Expect 100000000 visitors
  • 84. Stumble Upon Friends refer friends sites to visit Expect hundreds of visitors
  • 85. LinkedIN Business networking Contacts, Events, Information
  • 86.  
  • 87.
  • 89.  
  • 90.
  • 91.
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  • 101.
  • 102.