Digital marketing Introduction webinar

Digital marketing Introduction webinar
Digital Marketing ‫اﻟرﻗﻣﻲ‬ ‫اﻟﺗﺳوﯾق‬ !‫اﻟﺮﻗم‬ ‫اﻟتﺴﻮيﻖ‬ ‫.ي‬ ‫ﻣﻘﺪﻣﺔ‬ Digital Marketing Introduction Webinar ‫الجﻠﺪي‬ ‫ﺣﺴﺎم‬ @helgaladi
HUSSAMALGALADI isaDigitalMarketingguruand consultantextraordinairewith+7 yearsexperiences.He’s Marketingmanager@iCLICKdigital consultinghousein GCCmarketandHehasanextensiveexperienceserving asdigitalmarketingconsultantformanyArabiccompanies andmultinationalorganizations includingBaidu,ToyotaandSSL.com.Hehasreachedthe digitalmarketingfeatofmanagingmorethan$5millionin onlineadvertisingspendwhichinreturngeneratedforhis clientsmorethan$40millioninrevenue. Heisa certified partnerandprofessionalby GoogleAdwords, Google AnalyticsandGoogleYoutubeAdvertising. HussamAlgaladi helgaladi
helgaladi
!‫اﻟﺮﻗم‬ ‫اﻟتﺴﻮيﻖ‬|Digital Marketing 1%
!‫اﻟﺮﻗم‬ ‫اﻟتﺴﻮيﻖ‬|Digital Marketing usingchannels topromoteormarket products andservices totargeted people ‫اﳌﻨﺘﺠ‬ ‫@ويﺞ‬A‫ﻟ‬ ‫اﻟﺮﻗﻤﻴﺔ‬ ‫اﻟﻘﻨﻮات‬ ‫اﺳﺘﺨﺪام‬‫ـ‬‫ـ‬‫ـ‬ ‫ﺎت‬ ‫اﻟﺪﻋﺎﺋﻴﺔ‬ ‫واﻟﺮﺳﺎﺋﻞ‬ ‫والخﺪﻣﺎت‬‫واﻟﻮﺻﻮ‬‫ـ‬‫ـ‬ ‫ل‬ ‫ى‬O‫إ‬‫ﺪف‬RS‫اﳌﺴ‬ ‫ر‬‫الجﻤهﻮ‬
@wearesocialsg • 141 EGYPT
ACTIVE INTERNET USERS TOTAL POPULATION ACTIVE SOCIAL MEDIA USERS MOBILE CONNECTIONS ACTIVE MOBILE SOCIAL USERS FIGURE REPRESENTSMOBILE SUBSCRIPTIONS, NOT UNIQUE USERS FIGURE BASEDON ACTIVE USER ACCOUNTS, NOT UNIQUE INDIVIDUALS FIGURE BASEDON ACTIVE USER ACCOUNTS, NOT UNIQUE INDIVIDUALS FIGURE REPRESENTSTOTALNATIONAL POPULATION, INCLUDING CHILDREN FIGURE INCLUDES ACCESS VIA FIXEDANDMOBILE CONNECTIONS JAN 2016 92.45 MILLION URBANISATION: 43% 48.30 MILLION PENETRATION: 52% 28.00 MILLION PENETRATION: 30% 94.00 MILLION vs POPULATION: 102% 23.00 MILLION PENETRATION: 25% DIGITAL IN EGYPT A SNAPSH OTOF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS @wearesocialsg • 142• Sources: UN, US C en s u s Bureau; InternetWo rld Stats, Facebook, GSMA Intelligence.
JAN 2016 GROWTH IN THE NUMBER OF ACTIVE INTERNET USERS GROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA USERS GROWTH IN THE NUMBER OF MOBILE SUBSCRIPTIONS GROWTHIN THE NUMBER OF ACTIVE MOBILE SOCIAL USERS ANNUALGROWTH GROWTH TRENDS FOR THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS +8% +27% -1% +39% SINCE JAN2015 SINCE JAN2015 SINCE JAN2015 SINCE JAN2015 @wearesocialsg • 143• Sources: UN, US C en s u s Bureau; InternetWo rld Stats, Facebook, GSMA Intelligence.
JAN 2016 SHARE OF WEB PAGE VIEWS: LAPTOPS &DESKTOPS SHARE OF WEB PAGE VIEWS: MOBILE PHONES SHARE OF WEB PAGE VIEWS: TABLETS SHARE OF WEB PAGE VIEWS: OTHER DEVICES SHARE OF WEB TRAFFIC BASED ON EACH D EVICE’S SHAREOF THE TOTAL WEB PAGESSERVED TO WEB BROWSERS 75% YEAR-ON-YEAR: 22% YEAR-ON-YEAR: 3% YEAR-ON-YEAR: - YEAR-ON-YEAR: -0.3% +0.5% 3% - @wearesocialsg • 145• Source: StatCou n ter, Q1 2015.
JAN 2016 TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL USERS AS A PERCENTAG E O F THE TOTAL POPULATION TOTAL NUMBER OF SOCIAL USERS ACCESSING VIA MOBILE ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION SOCIAL MEDIAUSE BASED ON MONTHLY ACTIVE USER NUMBERSREPORTED BY THE COUNTRY’S MOSTACTIVE PLATFORM ## 28.0M 30% 23.0M 25% @wearesocialsg • 146• Sources: Facebook Q1 2016; Tencent Q3 2015; VKontakte Q3 2015, LiveInternet. ru Q1 2016.
JAN 2016 FACEBOOK USER PROFILE DETAIL OF FACEBOOK USERS BY AGE GROUP AND GENDER, IN MILLIONS 13 –19 YEARS OLD 60+ YEARS OLD 20 –29 YEARS OLD 30 –39 YEARS OLD 40 –49 YEARS OLD 50 –59 YEARS OLD FEMALE MALE 3.1 4.2 1.6 0.6 0.3 0.2 4.7 7.3 3.9 1.5 0.6 0.3 AGE TOTAL FEMALE MALE TOTAL 28,000,000 35% 65% 1 3 –1 9 28% 1 1 % 17% 2 0 –2 9 41% 1 5 % 26% 3 0 –3 9 20% 6 % 14% 4 0 –4 9 7% 2 % 5% 5 0 –5 9 3% 1 % 2% 6 0 + 2% 1 % 1% • Source: We Are So ci al’s an al ys i s of Faceboo k-repo rted d ata, Q1 2016. Note: tabl e valu es m ay not su m to 100 % du e to roun din g in repo rted d ata.@wearesocialsg • 147
SAUDI ARABIA @wearesocialsg • 353
ACTIVE INTERNET USERS TOTAL POPULATION ACTIVE SOCIAL MEDIA USERS MOBILE CONNECTIONS ACTIVE MOBILE SOCIAL USERS FIGURE REPRESENTSMOBILE SUBSCRIPTIONS, NOT UNIQUE USERS FIGURE BASEDON ACTIVE USER ACCOUNTS, NOT UNIQUE INDIVIDUALS FIGURE BASEDON ACTIVE USER ACCOUNTS, NOT UNIQUE INDIVIDUALS FIGURE REPRESENTSTOTALNATIONAL POPULATION, INCLUDING CHILDREN FIGURE INCLUDES ACCESS VIA FIXEDANDMOBILE CONNECTIONS JAN 2016 31.85 MILLION URBANISATION: 83% 20.29 MILLION PENETRATION: 64% 11.00 MILLION PENETRATION: 35% 57.58 MILLION vs POPULATION: 181% 10.00 MILLION PENETRATION: 31% DIGITAL IN SAUDIARABIA A SNAPSH OTOF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS @wearesocialsg • 354• Sources: UN, US C en s u s Bureau; ITU, Facebook, GSMA Intelligence.
JAN 2016 GROWTH IN THE NUMBER OF ACTIVE INTERNET USERS GROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA USERS GROWTH IN THE NUMBER OF MOBILE SUBSCRIPTIONS GROWTHIN THE NUMBER OF ACTIVE MOBILE SOCIAL USERS ANNUALGROWTH GROWTH TRENDS FOR THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS +5% +20% +9% +25% SINCE JAN2015 SINCE JAN2015 SINCE JAN2015 SINCE JAN2015 @wearesocialsg • 355• Sources: UN, US C en s u s Bureau; ITU, Facebook, GSMA Intelligence.
JAN 2016 MOBILE PHONE (ALL TYPES) SMART PHONE LAPTOP OR DESKTOP COMPUTER TABLET DEVIC E DIGITAL DEVICE OWNERSHIP PERCENTAGE OF THE ADULT POPULATION* THAT OWNSEACH KIND OF D EVICE 91% TV STREAMING DEVICE 86% HANDHELD GAMING CONSOLE 54% E-READER DEVICE 21% WEARABLE TECH DEVICE 7% [N/A] 2% 5% @wearesocialsg • 356• Source: Google Consumer Barometer 2015. Figures based on responses to a questionnaire. *Please see notes at the end of the report for definitions.
JAN 2016 TIME SPENT WITH MEDIA SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY AVERAGEDAILY USE OF THE INTERNET VIA A P C OR TABLET AVERAGE DAILY USE OF THE INTERNET VIA A MOBILE PHONE AVERAGEDAILY USE OF SOCIAL MEDIA VIA ANY DEVICE AVERAGE DAILY TELEVISION VIEWING TIME 4H 08M 3H 46M 2H 56M 1H 55M @wearesocialsg • 357• Source: GlobalWebIn d ex, Q4 2015. B as ed on a survey of internet users aged 16-64. Averages also factor non-users.
JAN 2016 INTERNET USE BASED ON REPORTED ACTIVE INTERNET USER DATA, AND USER-CLAIMED MOBILE INTERNET USE TOTAL NUMBER OF ACTIVE INTERNET USERS INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS MOBILE INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION ## 20.3M 64% 15.5M 49% @wearesocialsg • 358• Sources: ITU; mobile internet d ata b as ed on GlobalWebIn d ex Q4 2015 survey; d ata has been rebased to show national penetration .
JAN 2016 USE THE INTERNET EVERY DAY USE THE INTERNET AT LEAST ONCE PER WEEK USE THE INTERNET AT LEAST ONCE PER MONTH 1 7 31 ? USE THE INTERNET LESS THAN ONCE PER MONTH FREQUENCYOF INTERNET USE H OW OFTEN INTERNET USERSACCESS THE INTERNET FOR PERSONAL REASONS (ANYD EVICE) 86% 10% 3% 1% @wearesocialsg • 360• Source: Google Consumer Barometer 2015. Figures based on responses to a questionnaire. Totals may exceed 100% due to rounding.
JAN 2016 SHARE OF WEB PAGE VIEWS: LAPTOPS &DESKTOPS SHARE OF WEB PAGE VIEWS: MOBILE PHONES SHARE OF WEB PAGE VIEWS: TABLETS SHARE OF WEB PAGE VIEWS: OTHER DEVICES SHARE OF WEB TRAFFIC BASED ON EACH D EVICE’S SHAREOF THE TOTAL WEB PAGESSERVED TO WEB BROWSERS 39% YEAR-ON-YEAR: 55% YEAR-ON-YEAR: 5% YEAR-ON-YEAR: 0.14% YEAR-ON-YEAR: -17% +19% -13% +133% @wearesocialsg • 361• Source: StatCou n ter, Q1 2015.
JAN 2016 TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL USERS AS A PERCENTAG E O F THE TOTAL POPULATION TOTAL NUMBER OF SOCIAL USERS ACCESSING VIA MOBILE ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION SOCIAL MEDIAUSE BASED ON MONTHLY ACTIVE USER NUMBERSREPORTED BY THE COUNTRY’S MOSTACTIVE PLATFORM ## 11.0M 35% 10.0M 31% @wearesocialsg • 362• Sources: Facebook Q1 2016; Tencent Q3 2015; VKontakte Q3 2015, LiveInternet. ru Q1 2016.
JAN 2016 TOP ACTIVE SOCIALPLATFORMS SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY SOCIAL NETWORK MESSENGER / CH AT APP / VOIP 2 7 2 5 2 0 2 0 1 7 1 5 1 4 1 3 1 2 11 WHATSAPP FACEBOOK FACEBOOK MESSENG ER TWITTER INSTAGRAM GOOGLE+ SKYPE SNAPCHAT LINE LINKEDIN • Source: GlobalWebIn d ex, Q4 2015. B as ed on a survey of internet users aged 16-64. Note: Data h as been re-based to show national penetration. @wearesocialsg • 363
JAN 2016 FACEBOOK USER PROFILE DETAIL OF FACEBOOK USERS BY AGE GROUP AND GENDER, IN MILLIONS AGE TOTAL FEMALE MALE 13 –19 YEARS OLD 60+ YEARS OLD 20 –29 YEARS OLD 30 –39 YEARS OLD 40 –49 YEARS OLD 50 –59 YEARS OLD FEMALE MALE 0.4 1.0 0.6 0.2 0.1 0.0 1.1 3.8 2.9 1.0 0.3 0.1 TOTAL 11,000,000 19% 81% 1 3 –1 9 14% 4 % 1 0 % 2 0 –2 9 43% 9 % 3 5 % 3 0 –3 9 32% 5 % 2 6 % 4 0 –4 9 11% 2 % 9 % 5 0 –5 9 3% 1 % 3 % 6 0 + 1% 0 % 1 % • Source: We Are Social’s an al ys i s of Facebook-repo rted d ata, Q1 2016. Note: table values m ay not sum to 100% due to rounding in reported data. @wearesocialsg • 364
JAN 2016 PERCENTAGE OF THE POPULATION WATCHING VIDEOS ON MOBILE PERCENTAGE OF THE POPULATION USING MOBILE MESSENGERS PERCENTAGE OF THE POPULATION PLAYING GAMES ON MOBILE PERCENTAGE OF THE POPULATION USING MOBILE BANKING PERCENTAGE OF THE POPULATION USING MOBILE MAP SERVICES MOBILE ACTIVITIES SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY $ 38% 34% 28% 26% 34% @wearesocialsg • 367• Source: GlobalWebIn d ex, Q4 2015. B as ed on a survey of internet users aged 16-64. Note: Data h as been re-based to show national penetrati on.
JAN 2016 SEARCHED ONLINE FOR A PRODUCT OR SERVICE TO BUY IN THE PAST 30 DAYS PURCHASED A PROD UC T OR SERVICE ONLINE IN THE PAST 30 DAYS VISITED AN ONLINE RETAIL STORE IN THE PAST 30 DAYS MADE AN ONLINE PURCHASE VIA A LAPTOP OR DESKTOP COMPUTER IN THE PAST 30 DAYS MADE AN ONLINE PURCHASE VIA A MOBILE DEVICE IN THE PAST 30 DAYS E-COMMERCE BYDEVICE SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY 41% 52% 42% 36% 23% @wearesocialsg • 368• Source: GlobalWebIn d ex, Q4 2015. B as ed on a survey of internet users aged 16-64. Note: Data h as been re-based to show national penetrati on.
Digital Traditional ‫ﺗكﺎﻟﻴﻒ‬‫أﻗﻞ‬ Inexpensive ‫ﻣكﻠﻒ‬ Costly ‫ي‬Z‫ﺗﻔﺎﻋ‬ Interactive ‫اﻟﻌﻤﻴﻞ‬ ‫ى‬O‫إ‬ ‫اﻟﺸﺮﻛﺔ‬ ‫ﻣﻦ‬ One way ‫ﺑﻨﺎء‬‫اﳌﺪى‬ ‫ﻃﻮيﻠﺔ‬ ‫ﻋﻼﻗﺔ‬ Long termrelationship ‫اﳌﺪى‬@e‫ﻗﺼ‬ ‫ﻋﻼﻗﺔ‬ ‫ﺑﻨﺎء‬ Short –termrelationship ‫واﳌﺘﺎبﻌﺔ‬ ‫ﻟﻠﻘﻴﺎس‬ ‫ﻗﺎﺑﻞ‬ Measureable ‫واﳌﺘﺎبﻌﺔ‬ ‫اﻟﻘﻴﺎس‬ ‫ﻋﻤﻠﻴﺔ‬ ‫.ي‬ ‫ﺻﻌﺐ‬ Hardtomeasure ‫ﻋﺎﻟﻴﺔ‬ ‫ﻣﺼﺪاﻗﻴﺔ‬ Highcredibility (WOM) 92% ‫أﻗﻞ‬ ‫ﻣﺼﺪاﻗﻴﺔ‬ Lowcredibility (42%) ‫اﻟﺘﻘﻠﻴﺪﻳﺔ‬ ‫اﻟﻘﻨﻮات‬‫و‬ ‫اﻟﺮﻗﻤﻴﺔ‬ ‫اﻟﻘﻨﻮات‬
!‫اﻟﺮﻗم‬ ‫اﻟتﺴﻮيﻖ‬ ‫ﻗﻨﻮات‬|Digital Marketing Channels •‫اﳌﻮاﻗﻊ‬‫@وﻧﻴﺔ‬A‫اﻹﻟﻜ‬ •‫ي‬o‫اﻻﺟﺘﻤﺎ‬ ‫اﻟﺘﻮاﺻﻞ‬ ‫وﺳﺎﺋﻞ‬Social Media •‫اﻟﺒﺤﺚ‬ ‫ﻣﺤﺮكﺎت‬ ‫ن‬e‫ﺗﺤﺴ‬Search Engine Optimization •‫ﻣﺤﺮكﺎت‬@w‫ﻋ‬ ‫اﻟتﺴﻮيﻖ‬‫اﻟﺒﺤﺚ‬Search Engine Marketing •‫ﺿﺔ‬‫و‬‫اﳌﻌﺮ‬ ‫اﻹﻋﻼﻧﺎت‬DisplayAdvertising •‫اﻟتﺴﻮيﻖ‬‫ى‬‫ﺑﺎﳌﺤﺘﻮ‬Content Marketing •‫ﺑﺎﻟﻌﻤﻮﻟﺔ‬ ‫اﻟتﺴﻮيﻖ‬AffiliateMarketing •!‫اﻟﺮﻗم‬ ‫اﻟﺘﺤﻠﻴﻞ‬DigitalAnalytics •‫اﺳﺘﻘﻄﺎب‬‫و‬ ‫اﻟﺘﺤﻮيﻞ‬ ‫ﻣﻌﺪﻻت‬ ‫ن‬e‫ﺗﺤﺴ‬‫اﻟﻌﻤﻼء‬Conversion RateOptimization •‫اﻟتﺴﻮيﻖ‬‫الجﻮال‬@w‫ﻋ‬MobileMarketing •‫اﻟتﺴﻮيﻖ‬‫ﺑﺎﻹﻳﻤﻴﻞ‬Email Marketing
‫اﻟﺒﺤﺚ‬ ‫ﻣﺤﺮكﺎت‬@w‫ﻋ‬ ‫واﻹﻋﻼن‬ ‫اﻟتﺴﻮيﻖ‬|Search Engine Marketing
30% of users click here and on the right (Paid listings) ‫اﻟﺒﺤﺚ‬ ‫ﻣﺤﺮكﺎت‬@w‫ﻋ‬ ‫واﻹﻋﻼن‬ ‫اﻟتﺴﻮيﻖ‬|Search EngineMarketing
30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings) ‫اﻟﺒﺤﺚ‬ ‫ﻣﺤﺮكﺎت‬@w‫ﻋ‬ ‫واﻹﻋﻼن‬ ‫اﻟتﺴﻮيﻖ‬|Search Engine Marketing
‫ﺟﻮﺟﻞ‬ ‫وﺷﺒكﺎت‬‫اﻟﻔﻴﺪﻳﻮ‬@w‫ﻋ‬ ‫اﻹﻋﻼن‬|GoogleDisplay Network
•‫ﻣﻦ‬@|‫أﻛ‬247‫ـ‬ ‫ﻳﻮﻣﻴﺎ‬ ‫اﻳﻤﻴﻞ‬ ‫ن‬‫ﺑﻠﻴﻮ‬ ‫@ونﻲ‬A‫اﻹﻟﻜ‬ ‫ﻳﺪ‬@w‫اﻟ‬@w‫ﻋ‬ ‫واﻹﻋﻼن‬ ‫اﻟتﺴﻮيﻖ‬|Email Marketing
‫ي‬o‫اﻻﺟﺘﻤﺎ‬ ‫اﻟﺘﻮاﺻﻞ‬ ‫ﻣﻮاﻗﻊ‬@w‫ﻋ‬ ‫واﻹﻋﻼن‬ ‫اﻟتﺴﻮيﻖ‬|Social Media Marketing
•‫اﻻﺳﺘﺠﺎﺑﺔ‬‫ﻣﺰ‬‫ر‬QR Code •‫اﻟﺮﺳﺎ‬ ‫ﺗﻄﺒﻴﻘﺎت‬‫و‬‫@ة‬e‫اﻟﻘﺼ‬ ‫اﻟﺮﺳﺎﺋﻞ‬‫ﺋﻞ‬ •‫اﻟﺬﻛﻴﺔ‬ ‫اﻟهﻮاﺗﻒ‬ ‫ﺗﻄﺒﻴﻘﺎت‬ •‫الجﻮال‬ ‫إﻋﻼﻧﺎت‬ •‫اﻷﻣﺎﻛﻦ‬ ‫ﺗﺤﺪﻳﺪ‬ ‫ﺧﺪﻣﺎت‬ •‫اﳌﺘﺎبﻌﺔ‬‫و‬ ‫اﻟﺘﺤﻠﻴﻞ‬ ‫اﳌﻮبﺎﻳﻞ‬@w‫ﻋ‬ ‫واﻹﻋﻼن‬ ‫اﻟتﺴﻮيﻖ‬|Mobile Marketing
‫ى‬‫ﺑﺎﳌﺤﺘﻮ‬ ‫اﻟتﺴﻮيﻖ‬|Content Marketing •‫ﻣﻦ‬@|‫أﻛ‬60%‫ﻋ‬ ‫اﻹﻧﻔﺎق‬ ‫ﺑﺰيﺎدة‬ ‫ﺳﺘﻘﻮم‬ ‫اﻟتﺴﻮيﻖ‬ ‫ﺷﺮكﺎت‬ ‫ﻣﻦ‬‫ى‬Z ‫اﻟتﺴﻮيﻘﻲ‬ ‫ى‬‫اﳌﺤﺘﻮ‬ •‫ﻣﻦ‬@|‫أﻛ‬4.75‫ﻳﻮﻣﻴﺎ‬ ‫ﻣﺸﺎرﻛﺘﮫ‬ ‫ﻳﺘﻢ‬ ‫ى‬‫ﻣﺤﺘﻮ‬ ‫ﻣﻠﻴﺎر‬
!‫اﻟﺮﻗم‬ ‫اﻟﺘﺤﻠﻴﻞ‬| Digital Analytics
Paid Media ‫ﻣﺪﻓﻮﻋﺔ‬ ‫ﻣﻨﺼﺎت‬ Earned Media ‫ﻣﻜتﺴﺒﺔ‬ ‫ﻣﻨﺼﺎت‬ Owned Media ‫ﻣﻤﻠﻮﻛﺔ‬ ‫ﻣﻨﺼﺎت‬ !‫اﻟﺮﻗم‬ ‫اﻟتﺴﻮيﻖ‬ ‫ﻣﻨﺼﺎت‬ ‫أﻧﻮاع‬|Digital Marketing Types
!‫اﻟﺮﻗم‬ ‫اﻟتﺴﻮيﻖ‬ ‫ﻣﻨﺼﺎت‬ ‫أﻧﻮاع‬|Digital Marketing Types
‫ﺋيﺴﻴﺔ‬‫ﺮ‬‫اﻟ‬ ‫اﳌﺼﻄلحﺎت‬ • Cost per thousand impressions (CPM) • CPC (Cost perclick) • CPA /CPL(Cost Per Action) • CPE( Cost Per Engagement) • CPI(Cost Per Install) • PPC (Price PerClick) • Paid search • CTR (Click through rate). • Ad position • Impressions • Reach • CAC (Customer Acquisition Cost ) • ARPU (Avg. revenue per user ) Keysearchterms •‫ر‬‫ﻇهﻮ‬ ‫أﻟﻒ‬ ‫ﻣﻘﺎﺑﻞ‬ ‫اﻟﺘكﻠﻔﺔ‬CPM •‫اﻟﻨﻘﺮ‬ ‫ﻣﻘﺎﺑﻞ‬ ‫اﻟﺘكﻠﻔﺔ‬CPC •‫اﻟﻘﺮار‬ ‫اﺗﺨﺎذ‬ ‫ﻣﻘﺎﺑﻞ‬ ‫اﻟﺘكﻠﻔﺔ‬CPA •‫اﻟﺘﻔﺎﻋﻞ‬ ‫ﻣﻘﺎﺑﻞ‬ ‫اﻟﺘكﻠﻔﺔ‬CPE •‫اﻟﺘﻄﺒﻴﻖ‬ ‫ﺗﺤﻤﻴﻞ‬ ‫ﻣﻘﺎﺑﻞ‬ ‫اﻟﺘكﻠﻔﺔ‬CPI •‫اﻟﻨﻘﺮ‬ ‫ﻣﻘﺎﺑﻞ‬‫اﻟﺴﻌﺮ‬PPC •‫اﻟﺒﺤﺚ‬‫اﳌﺪﻓﻮع‬Paid Search •‫ﻣﻌﺪل‬‫اﻹﻋﻼن‬ ‫ى‬Z‫ﻋ‬ ‫اﻟﻀﻐﻂ‬CTR •‫ﺗﺮﺗيﺐ‬‫اﻹﻋﻼن‬Ad position •‫اﳌﺸﺎهﺪات‬ ‫ﻋﺪد‬Impressions •‫ل‬‫اﻟﻮﺻﻮ‬Reach •‫ﺗكﻠﻔﺔ‬‫ﻋﻤﻴﻞ‬ ‫ى‬Z‫ﻋ‬ ‫ل‬‫الحﺼﻮ‬CAC •‫ﻣﻌﺪل‬‫ﻣﺴﺘﺨﺪم‬ ‫كﻞ‬ ‫ﻣﻦ‬ ‫اﻟﺮبﺢ‬ARPU
On the Web, people vote with their feet (fingers) Market Reality (Google Insights) Search: keyword research tool Social: listening tools Digital: analytical tools Market Research Research, Polls, Questionnaires, Focus Groups, Sales, Marketing Interviews, Trials
Digital Marketing ‫اﻟرﻗﻣﻲ‬ ‫اﻟﺗﺳوﯾق‬‫اﻟﺘﻮا‬ ‫ﻗﻨﻮات‬@w‫ﻋ‬ ‫اﻹﻋﻼن‬‫و‬ ‫اﻟتﺴﻮيﻖ‬‫ﺻﻞ‬ ‫ي‬o‫اﻻﺟﺘﻤﺎ‬ Social Media Marketing & Advertising
13 years = 50 M 38 years = 50 M 12 months = 100 M 3 months = 50 M
72 Million 215 Million 300 Million A191% increaseinRamadanconversationsbetween2013&2014 Ramadan & Eid 2015 201520142013
Case Studies &Success Stories ‫ﻧﺠﺎح‬ ‫ﻗﺼﺺ‬‫و‬ ‫ﺣﺎﻻت‬ ‫اﺳﺔ‬‫ر‬‫د‬
Ø Results Ø 100K Engagements Ø 100‫ﺗﻔﺎﻋﻞ‬ ‫أﻟﻒ‬ Ø 550K Impressions Ø 550‫ﻣﺸﺎهﺪة‬ ‫اﻟﻒ‬ Ø 1200 instorepurchases in2days Ø 1200‫ﻋﻤﻴﻞ‬
Ø Results Ø#‫ن‬‫ﻟﻮ‬_‫ﻟﻔﺴﺘﺎن‬ ‫ا‬ Ø127‫واﺣﺪ‬ ‫ﻳﻮم‬ ‫.ي‬ ‫تﻐﺮيﺪة‬ ‫أﻟﻒ‬
Ø Results Ø +30K engagement in2days
Ø Results Ø +15M impressions Ø 100% positiveengagement Ø 1.9 Mmentions
1 0 0‫ة‬ ‫ﺪ‬ ‫ه‬ ‫ﺎ‬ ‫ﺸ‬ ‫ﻣ‬ ‫ن‬‫ﻮ‬ ‫ﻴ‬ ‫ﻠ‬ ‫ﻣ‬ 1 0 0 M I M P R E S S I O N S
‫ﻗﻴﺎس‬ ‫أدوات‬@e‫اﻟﺘﺄﺛ‬|Influence Marketing Tools
Digital Marketing ‫اﻟرﻗﻣﻲ‬ ‫اﻟﺗﺳوﯾق‬Search EngineMarketing ‫اﻟﺒﺤﺚ‬ ‫ﻣﺤﺮكﺎت‬@w‫ﻋ‬ ‫اﻟتﺴﻮيﻖ‬
“ Search marketing istheprocess ofgaining trafficandvisibilityfromsearch engines through bothpaidand unpaidactivities š‫اﻟ‬‫و‬ ‫@ﻧﺖ‬A‫اﻹﻧ‬ ‫ﻃﺮيﻖ‬ ‫ﻋﻦ‬ ‫اﻟتﺴﻮيﻖ‬ ‫ﻗﻨﻮات‬ ‫أهﻢ‬ ‫اﺣﺪى‬‫هﻮ‬ ‫اﻟﺒﺤﺚ‬ ‫ﻣﺤﺮكﺎت‬ ‫ﻃﺮيﻖ‬ ‫ﻋﻦ‬ ‫اﻟتﺴﻮيﻖ‬‫ى‬œ‫تﺴ‬ ! ‫أو‬ ‫اﻟﺒﺤﺚ‬ ‫ﻣﺤﺮكﺎت‬ ‫ﻧﺘﺎﺋﺞ‬ ‫ﺻﻔﺤﺔ‬ ‫.ي‬ ‫تﺴﻮيﻘﮫ‬ ‫اد‬‫ﺮ‬‫اﳌ‬ ‫اﳌﻮﻗﻊ‬ ‫ر‬‫ﻇهﻮ‬ ‫يﺎدة‬‫ز‬ ‫و‬ ‫ن‬e‫ﺗﺤﺴ‬ ‫ى‬O‫ا‬Search Engine ResultsPages (SERPs) •”SEM PPCSEO
30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings) SEOvs.PPC
SEOvs.PPC Ø‫اﻟﺒﺤﺚ‬ ‫ﻣﺤﺮكﺎت‬ ‫ن‬e‫ﺗﺤﺴ‬SEO •‫ى‬Z‫ﻋ‬ ‫تﺴﻮيﻘﮫ‬ ‫اد‬‫ﺮ‬‫اﳌ‬ ‫اﳌﻮﻗﻊ‬ ‫ر‬‫ﻇهﻮ‬ ‫يﺎدة‬‫ز‬ ‫ى‬O‫ا‬ ‫ﺪف‬Rž ‫اﻟﺒﺤﺚ‬ ‫ﻣﺤﺮك‬ ‫ﻧﺘﺎﺋﺞ‬ ‫ﺻﻔﺤﺎت‬SERPs‫ـ‬ ‫اﻟﻨﻮع‬ ‫هﺬا‬ ‫يﻌﺘﻤﺪ‬‫و‬ ‫اﻧﺘ‬‫و‬ ‫اﻟﺒﺤﺚ‬ ‫ﻣﺤﺮك‬ ‫ﻣﻴﺎت‬‫ز‬‫ﺧﻮار‬ ‫ﻓهﻢ‬ ‫ى‬Z‫ﻋ‬ ‫اﻟتﺴﻮيﻖ‬ ‫ﻣﻦ‬‫ـ‬‫ـ‬ ‫ﺎج‬ ‫ـ‬‫ـ‬ ‫اﺳﺘﺠﻼب‬‫و‬ ‫داﺋﻢ‬ ‫بﺸكﻞ‬ ‫ﻋﺎﻟﻴﺔ‬ ‫ﺟﻮدة‬ ‫ذات‬ ‫ﻣﺤﺘﻮيﺎت‬ ‫ـ‬‫ـ‬ ‫ﻣﺤﺮكﺎت‬ ‫ﺷﺎدات‬‫ر‬‫ﺑﺈ‬ ‫ام‬£A‫اﻻﻟ‬‫و‬ ‫ى‬‫أﺧﺮ‬ ‫ﻣﻮاﻗﻊ‬ ‫ﻣﻦ‬ ‫اﺑﻂ‬‫و‬‫ر‬ ‫اﻟﺒﺤﺚ‬ •‫ﻣﺠﺎﻧﻴﺔ‬ ‫ات‬‫ر‬‫يﺎ‬‫ز‬Free •‫اﻟﺘﺤﻜﻢ‬ ‫ﻣﺤﺪودﻳﺔ‬LimitedControl •‫اﳌﺪى‬ ‫بﻌﻴﺪة‬ ‫ﻧﺘﺎﺋﺞ‬Long –termresults Ø‫اﳌﺪﻓﻮع‬ ‫اﻟتﺴﻮيﻖ‬PPC •‫ﻣ‬ ‫ﻣﻘﺎﺑﻞ‬ ‫اﻟﺒﺤﺚ‬ ‫ﻧﺘﺎﺋﺞ‬ ‫ﺻﻔﺤﺔ‬ ‫.ي‬‫ﻳﻈهﺮ‬ !¥¦‫ﻧ‬ ‫اﻋﻼن‬ ‫ة‬‫ر‬‫ﻋﺒﺎ‬‫ـ‬ ‫ﺎ‬ ‫ﻣﻔﺘ‬ ‫كﻠﻤﺎت‬ ‫وﻓﻖ‬‫اﻹﻋﻼن‬‫ى‬Z‫ﻋ‬ ‫ﻧﻘﺮة‬‫كﻞ‬ ‫ى‬Z‫ﻋ‬ ‫اﳌﻌﻠﻦ‬ ‫ﻳﺪﻓﻌﮫ‬‫ـ‬ ‫ﺎﺣﻴﮫ‬ ‫ﻧﻔﺴﮫ‬ ‫اﳌﻌﻠﻦ‬ ‫هﺎ‬‫ر‬‫ﻳﺨﺘﺎ‬ ‫ﻣﻌﻴﻨﺔ‬. •‫ﻣﺪﻓﻮﻋﺔ‬ ‫ات‬‫ر‬‫يﺎ‬‫ز‬Paid •‫كﺎﻣﻞ‬ ‫ﺗﺤﻜﻢ‬FullControl •‫ﺳﺮيﻌﺔ‬ ‫ﻧﺘﺎﺋﺞ‬Short –termresults
‫ﻣﺤﺮكﺎت‬ ‫.ي‬ ‫ر‬‫اﻟﻈهﻮ‬ ‫ن‬e‫ﺗﺤﺴ‬‫اﻟﺒﺤﺚ‬ SEO Objectives ‫اﻷھداف‬ Discovery ‫اﻻﻛﺗﺷﺎف‬ On page ‫اﻟﺻﻔﺣﺔ‬ ‫داﺧل‬ ‫ﺗﺣﺳﯾن‬ Off page ‫اﻟﺻﻔﺣﺔ‬ ‫ﺧﺎرج‬ ‫ﺗﺣﺳﯾن‬ Link building ‫اﻟرواﺑط‬ ‫ﺑﻧﺎء‬ Analysis & Optimization ‫واﻟﺗﺣﺳﯾن‬ ‫اﻟﺗﺣﻠﯾل‬
‫اﻻﻛتﺸﺎف‬‫واﻟﺒﺤﺚ‬ Discovery SEOAudit • ‫اﳌﻮﻗﻊ‬ ‫ﻓﺤﺺ‬ • Woorank,Quick sprout … etc. Keyword research • ‫اﳌﻔﺘﺎﺣﻴﺔ‬ ‫اﻟكﻠﻤﺎت‬ ‫ﻋﻦ‬ ‫اﻟﺒﺤﺚ‬ • Googletrends,GooglePlanner Competition • ‫ن‬e‫اﳌﻨﺎﻓﺴ‬ ‫ﻣﺘﺎبﻌﺔ‬ • Keyword difficulty,ranktracker
‫اﳌﻮﻗﻊ‬ ‫ﺌﻴﺔ‬R© ‫ﻣﺮﺣﻠﺔ‬‫داﺧﻠﻴﺎ‬On-PageOptimization ‫ي‬ª‫ﻋﻤﻠﻴﺔ‬‫ن‬e‫ﺗﺤﺴ‬‫اﳌﻮﻗﻊ‬‫ﻣﻦ‬‫اﻟﺪاﺧﻞ‬‫وهﺪﻓهﺎ‬‫ل‬‫اﻟﻮﺻﻮ‬‫ي‬O‫ا‬‫ﺷ‬‫ر‬‫أ‬‫ﻔﮫ‬‫ـ‬ ‫أﻓﻀﻞ‬‫ﻴﺌﺔ‬R©‫و‬‫ﺟﻤﻴﻊ‬‫ﻋﻨﺎﺻﺮ‬‫اﳌﻮﻗﻊ‬‫ﻣﻦ‬‫اﻟﺪاﺧﻞ‬‫ل‬‫ﻟﻠﻮﺻﻮ‬‫ي‬O‫ا‬‫ﻣ‬‫ﺗﺒﺔ‬‫ﺮ‬‫ـ‬ ‫ي‬Z‫أﻋ‬‫.ي‬‫ﻗﻮﻗﻞ‬
Ranking Link building Content Social Network ‫اﳌﻮﻗﻊ‬ ‫ﺧﺎرج‬ ‫ن‬e‫اﻟﺘﺤﺴ‬Off PageSEO
GOOGLE ADWORDS INTRODUCTI ON
Paid Listings Organic Listings What’s isGoogleAd Words?? ‫ﻣﻨﺼﺔ‬ ‫ي‬ª‫ﻣﺎ‬ ‫دز‬‫ر‬‫أدو‬‫؟‬
‫اﻟﺒﺤﺚ‬ Search ‫اﻹﻋﻼن‬ ‫ى‬Z‫ﻋ‬ ‫اﻟﻀﻐﻂ‬ Click ‫اﳌﻮﻗﻊ‬ ‫ة‬‫ر‬‫يﺎ‬‫ز‬ Browse ‫ل‬‫واﻟﻮﺻﻮ‬ ‫اء‬‫ﺮ‬‫اﻟﺸ‬ Goal ‫اﳌﻮﻗﻊ‬ ‫ﻣﻦ‬ ‫الخﺮوج‬ Exit PayPer ClickMarketing provides acess to thecompleteuser journey.
GoogleAdWords Ecosystem
Whyyou need GoogleAd Words? ‫؟‬‫دز‬‫ر‬‫أدو‬ ‫ﳌﻨﺼﺔ‬ ‫ﺑﺤﺎﺟﺔ‬ ‫أﻧﺖ‬ ‫ﳌﺎذا‬ • Access thelargestsearch engine anddisplaynetworkintheworld • Don’thave towaitfororganicsearch rankings • Cantakeas littleas 1hourtosetup • EasytocalculateROI • Canbehighly profitable • Get tothetopofthesearch results • Many advertisingoptionse.g. search, display,video, shopping •‫اﻟﻌﺎﻟﻢ‬ ‫.ي‬ ‫اﻋﻼﻧﺎت‬‫و‬ ‫ﺑﺤﺚ‬ ‫ﺷﺒﻜﺔ‬@w‫أﻛ‬ •‫ﺳﺮيﻌﺔ‬ ‫ﻧﺘﺎﺋﺞ‬ ‫ﻋﻦ‬ ‫اﻟﺒﺤﺚ‬ •‫ﺎ‬R¬‫ﻋﻠ‬ ‫اﻟﻌﻤﻞ‬ ‫ﺳهﻮﻟﺔ‬ •‫اﻻﺳتﺜﻤﺎر‬‫ى‬Z‫ﻋ‬ ‫اﻟﻌﺎﺋﺪ‬ ‫ﺣﺴﺎب‬ ‫ﺳهﻮﻟﺔ‬ •‫ى‬Z‫أﻋ‬ ‫بﺎح‬‫ر‬‫أ‬ ‫ﺗﺤﻘﻴﻖ‬ •‫اﻟﺒﺤﺚ‬ ‫ﻧﺘﺎﺋﺞ‬‫ى‬Z‫ﻷﻋ‬ ‫ل‬‫اﻟﻮﺻﻮ‬ •‫اﻻﻋﻼﻧﺎت‬ ‫.ي‬@e‫ﻛﺒ‬ ‫ﺗﻨﻮع‬
GOOGLE SEARCH CAMPAI GNS
Campaign Setup ‫ـ‬ ‫ﺗﺄﺳيﺲ‬ ‫الحﺴﺎب‬ Research & Planning ‫ـ‬‫ـ‬ ‫اﻟﺒﺤﺚ‬ ‫واﻟﺘﺨﻄﻴﻂ‬ Adcopy ‫اﻹﻋﻼن‬ Targeting ‫ﺪاف‬RS‫ﺳ‬‫اﻹ‬ Budget ‫اﻧﻴﺔ‬£e‫اﳌ‬ Analysis ‫اﻟﺘﺤﻠﻴﻞ‬ ‫اﻟﺘﺄﺳيﺲ‬Set up
SEARCH CAMPAIGNS STRUCTURE ‫اﻟﺮﻗﻤﻴﺔ‬ ‫الحﻤﻠﺔ‬ ‫هﻴكﻞ‬
Search Campaigns Structure ‫الحﻤﻠﺔ‬ ‫هﻴكﻞ‬ ‫اﻟﺮﻗﻤﻴﺔ‬
GOOGLEDISPLAY CAMPAIGNS
Display Ads ‫اﻹﻋﻼﻧﺎت‬ ‫اﻟﺮﻗﻤﻴﺔ‬
Display Ads ‫اﻹﻋﻼﻧﺎت‬‫اﻟﺮﻗﻤﻴﺔ‬
Display Ads ‫اﻹﻋﻼﻧﺎت‬ ‫اﻟﺮﻗﻤﻴﺔ‬
‫ﻟلحﻤﻠﺔ‬ ‫اﻟﺘﺨﻄﻴﻂ‬ ‫اﻷهﺪاف‬ ‫ﺗﺤﺪﻳﺪ‬ ‫ﺪف‬RS‫اﳌﺴ‬ ‫ر‬‫الجﻤهﻮ‬ ‫ﺗﺤﺪﻳﺪ‬ ‫اﻧﻴﺔ‬£e‫اﳌ‬ ‫ﺗﺤﺪﻳﺪ‬ ‫اﻟﺘﺨﻄﻴﻂ‬‫ﻟﻺﺑﺪاع‬ ‫اﻹﻋﻼن‬‫وﻃﺮيﻘﺔ‬ ‫ﻧﻮع‬ ‫ﺗﺤﺪﻳﺪ‬ ‫اﻹﺑﺪاﻋﻴﺔ‬ ‫اﻟﻠﻤﺴﺔ‬ ‫إﺿﺎﻓﺔ‬ ‫اﻟﻨﺘﺎﺋﺞ‬ ‫وﺗﺤﻠﻴﻞ‬‫اﻷﺛﺮ‬ ‫ﻗﻴﺎس‬ ‫ـ‬ ‫ﺑﺎﻷهﺪاف‬ ‫ﻧﺔ‬‫ر‬‫ﻣﻘﺎ‬ ‫اﻷداء‬ ‫اﻗﺒﺔ‬‫ﺮ‬‫ﻣ‬ ‫ـ‬‫ـ‬ ‫ن‬e‫واﻟﺘﺤﺴ‬ ‫اﻟﻨﺘﺎﺋﺞ‬ ‫ﺗﺤﻠﻴﻞ‬ ‫الحﻤﻠﺔ‬ ‫ﺗﻨﻔﻴﺬ‬ ‫الحﻤﻠﺔ‬ ‫ﺗﻨﻔﻴﺬ‬ ‫أدوات‬‫إﺧﺘﻴﺎر‬ ‫ـ‬ ‫الحﻤﻠﺔ‬ ‫ة‬‫ر‬‫إدا‬ ‫ات‬‫و‬‫أد‬‫إﺧﺘﻴﺎر‬ Step 1 Step 2Step 3 Step 4 Display Ads Planning ‫ﻟﻺﻋﻼﻧﺎت‬ ‫الحﻤﻼت‬ ‫ﺗﺨﻄﻴﻂ‬‫اﻟﺮﻗﻤﻴﺔ‬
‫الحﻤﻼت‬ ‫ﻗﻴﺎس‬Monitoring
98% of website visitors leave without converting
98% of visitorsleaveyour sitewithoutconverting. Retargetingletsyou re-engage thosevisitors withyourads as theybrowseotherwebsites.Over 85% increase inreturnconversions ‫ﺪاف‬RS‫اﻻﺳ‬ ‫إﻋﺎدة‬|Re Targeting
98% of visitorsleaveyour sitewithoutconverting. ‫ﺪاف‬RS‫اﻻﺳ‬ ‫إﻋﺎدة‬|Re Targeting
‫ﺪاف‬RS‫اﻻﺳ‬ ‫إﻋﺎدة‬|Re Targeting
Digital Marketing ‫اﻟرﻗﻣﻲ‬ ‫اﻟﺗﺳوﯾق‬EmailMarketing @w‫ﻋ‬ ‫اﻟتﺴﻮيﻖ‬‫اﻹﻳﻤﻴﻞ‬
Definition “ astructured, systematic process to deliver marketing messages to targeted subscribers ‫و‬ ‫ﻣﻨﻈﻢ‬ ‫بﺸكﻞ‬ ‫ﺪف‬RS‫اﳌﺴ‬ ‫ر‬‫الجﻤهﻮ‬ ‫ى‬O‫إ‬ ‫تﺴﻮيﻘﻴﺔ‬ ‫ﺳﺎﺋﻞ‬‫ر‬ ‫إﻳﺼﺎل‬‫ﻣﺮﺗﺐ‬ •”
Slide § 26 Goodclick-through opportunities Hosted link Strongbranding Clearofferandcall-to-actioninthe preview pane Succinct copy Clearcall-to-action Sharing options Unsubscribe EmailMarketing Steps ‫ﺑﺎﻹ‬ ‫اﻟتﺴﻮيﻖ‬ ‫ﺧﻄﻮات‬ ‫ﻳﻤﻴﻞ‬
•‫ـ‬ ‫اﻟﺮﺳﺎﻟﺔ‬ ‫وﻃﺮيﻘﺔ‬ ‫ﻟﻐﺔ‬ •‫ﺪﻓﺔ‬RS‫اﳌﺴ‬ ‫ﻟﻠﺸﺮيﺤﺔ‬ ‫ﻣﻼﺋﻤﺔ‬ •‫ﺗﺨﻔﻴﺾ‬‫او‬ ‫ﻋﺮض‬ ‫ﺗﺘﻀﻤﻦ‬ •‫اﳌﻨﺎﺳﺐ‬ ‫اﻟﻮﻗﺖ‬ ‫.ي‬ •‫ـ‬ ‫ى‬‫اﻷﺧﺮ‬ ‫اﻟتﺴﻮيﻖ‬ ‫ات‬‫ﻮ‬‫ﻗﻨ‬ ‫ﻣﻊ‬ ‫ﻣﺘكﺎﻣﻠﺔ‬ •‫اﻟﺘﺼﻤﻴﻢ‬ ‫.ي‬ ‫اﻹﺑﺪاع‬ •‫اﳌﻨﺎﺳﺒﺔ‬ ‫اﻟﺸﺮيﺤﺔ‬ ‫ﺪف‬RS‫يﺴ‬ •‫ـ‬‫ـ‬ ‫ﻣﻨﺎﺳﺒﺔ‬ ‫هﺒﻮط‬ ‫ﺻﻔﺤﺔ‬‫ى‬Z‫ﻋ‬ ‫ي‬‫ﻳﺤﺘﻮ‬ Conversation Relevance Incentive (Offer) Timing Integration Creative Attribute Landing Page ‫ﺧﻄﻮات‬‫اﻟتﺴﻮيﻖ‬‫ﻳﻤﻴﻞ‬ ‫ﺑﺎﻹ‬
• Campaign Monitorhttp://www.campaignmonitor.com • Mail Chimphttp://mailchimp.com • ConstantContact http://www.constantcontact.com/index.jsp EmailMarketing Tools‫ﺑﺎﻹ‬ ‫اﻟتﺴﻮيﻖ‬ ‫أدوات‬ ‫ﻳﻤﻴﻞ‬
Design ‫اﻟﺘﺼﻤﻴﻢ‬ Delivery ‫ﺳﺎل‬‫ر‬‫اﻹ‬ Discovery e‫اﻟﺘﺤﺴ‬‫و‬ ‫اﻟﺘﺤﻠﻴﻞ‬‫ن‬ Data ‫اﻟﺒﻴﺎﻧﺎت‬ ‫ﻧﻤﻮذج‬4Ds‫@ونﻲ‬A‫اﻹﻟﻜ‬ ‫ﻳﺪ‬@w‫اﻟ‬@w‫ﻋ‬ ‫اﻟتﺴﻮيﻖ‬ ‫ة‬‫ر‬‫ﻹدا‬ •‫ﺎ‬R³‫وبﻨﺎ‬ ‫@ﻳﺪﻳﺔ‬w‫اﻟ‬ ‫اﻟﺒﻴﺎﻧﺎت‬ ‫ة‬‫ر‬‫إدا‬ ‫ات‬‫ﻮ‬‫ﺧﻄ‬Data •‫اﻟﻨﻤﺎذج‬ ‫ﺗﺼﻤﻴﻢ‬ ‫ﺧﻄﻮات‬Design •‫ﺳﺎل‬‫ر‬‫اﻹ‬ ‫ﺧﻄﻮات‬Delivery •‫واﳌﺘﺎبﻌﺔ‬ ‫ن‬e‫واﻟﺘﺤﺴ‬ ‫اﻟﺘﺤﻠﻴﻞ‬ ‫ﺧﻄﻮات‬Discovery
‫اﻟﺒﻴﺎﻧﺎت‬ ‫ﻗﻮاﺋﻢ‬ ‫ﺑﻨﺎء‬Lists – Data
‫ﻳﺪﻳﺔ‬@w‫اﻟ‬ ‫ات‬‫ر‬‫اﳌنﺸﻮ‬ ‫ﺳﺎل‬‫ر‬‫إ‬ Delivery ‫الحﻤﻠﺔ‬ ‫ﻧﻮع‬‫اﺧﺘﻴﺎر‬ Campaign Type ‫اﳌﺮاد‬ ‫اﻟﻘﺎﺋﻤﺔ‬‫اﺧﺘﻴﺎر‬ ‫ﻟهﺎ‬ ‫ﺳﺎل‬‫ر‬‫اﻻ‬ DataList ‫ﺳﺎل‬‫ر‬‫اﻻ‬ ‫ﺑﻴﺎﻧﺎت‬£e‫ﺗﺠه‬ Campaign Info. ‫اﻟﻨﻤﻮذج‬‫اﺧﺘﻴﺎر‬ Template ‫ى‬‫اﳌﺤﺘﻮ‬ ‫ﻛﺘﺎﺑﺔ‬ Content ‫اﻟﺘﺄﻛﺪ‬‫و‬‫اﻻﺧﺘﺒﺎر‬ Test ‫الجﺪوﻟﺔ‬‫و‬ ‫ﺳﺎل‬‫ر‬‫اﻹ‬ Send & Schedule
‫ﻳﺪﻳﺔ‬@w‫اﻟ‬ ‫ات‬‫ر‬‫اﳌنﺸﻮ‬ ‫ﺳﺎل‬‫ر‬‫إ‬|‫الحﻤﻠﺔ‬ ‫ﻧﻮع‬‫اﺧﺘﻴﺎر‬
•‫اﻹﻳﻤﻴ‬ ‫ﺳﺎل‬‫ر‬‫إ‬ ‫اد‬‫ﺮ‬‫اﳌ‬ ‫@ﻳﺪﻳﺔ‬w‫اﻟ‬ ‫اﻟﻘﺎﺋﻤﺔ‬‫اﺧﺘﻴﺎر‬‫ـ‬ ‫ﻟهﺎ‬ ‫ﻞ‬ ‫ﻳﺪﻳﺔ‬@w‫اﻟ‬ ‫ات‬‫ر‬‫اﳌنﺸﻮ‬ ‫ﺳﺎل‬‫ر‬‫إ‬|‫ﻳﺪﻳﺔ‬@w‫اﻟ‬ ‫اﻟﻘﺎﺋﻤﺔ‬‫اﺧﺘﻴﺎر‬
•‫اﻟ‬ ‫ات‬‫ر‬‫ﺑﺎﳌنﺸﻮ‬ ‫اﳌﺘﻌﻠﻘﺔ‬ ‫اﳌﻌﻠﻮﻣﺎت‬ ‫تﻌﺒﺌﺔ‬‫ـ‬ ‫@ﻳﺪﻳﺔ‬w ‫ﺳﺎﻟهﺎ‬‫ر‬‫إ‬ ‫اد‬‫ﺮ‬‫اﳌ‬ •‫الحﻤﻠﺔ‬ ‫اﺳﻢ‬ •‫اﳌﺮﺳﻞ‬ ‫@ﻳﺪ‬w‫اﻟ‬ ‫ﻋﻨﻮان‬ •‫اﳌﺮﺳﻞ‬ ‫ﻋﻨﻮان‬ ‫ﻳﺪﻳﺔ‬@w‫اﻟ‬ ‫ات‬‫ر‬‫اﳌنﺸﻮ‬ ‫ﺳﺎل‬‫ر‬‫إ‬|‫الحﻤﻠﺔ‬ ‫ﺑﻴﺎﻧﺎت‬‫اﺧﺘﻴﺎر‬
‫ﻳﺪﻳﺔ‬@w‫اﻟ‬ ‫ات‬‫ر‬‫اﳌنﺸﻮ‬ ‫ﺳﺎل‬‫ر‬‫إ‬|‫الحﻤﻠﺔ‬ ‫ﻧﻤﻮذج‬‫اﺧﺘﻴﺎر‬
‫ﻳﺪﻳﺔ‬@w‫اﻟ‬ ‫ات‬‫ر‬‫اﳌنﺸﻮ‬ ‫ﺳﺎل‬‫ر‬‫إ‬|‫ى‬‫اﳌﺤﺘﻮ‬ ‫وتﻌﺒﺌﺔ‬ ‫ﻛﺘﺎﺑﺔ‬
‫ﻳﺪﻳﺔ‬@w‫اﻟ‬ ‫ات‬‫ر‬‫اﳌنﺸﻮ‬ ‫ﺳﺎل‬‫ر‬‫إ‬|‫الجﺪوﻟﺔ‬‫و‬ ‫ﺳﺎل‬‫ر‬‫اﻹ‬ Test &Schedule
‫ن‬e‫اﻟﺘﺤﺴ‬‫و‬ ‫اﻟﺘﺤﻠﻴﻞ‬
‫ن‬e‫اﻟﺘﺤﺴ‬‫و‬ ‫اﻟﺘﺤﻠﻴﻞ‬
Digital Marketing ‫اﻟرﻗﻣﻲ‬ ‫اﻟﺗﺳوﯾق‬MobileMarketing @w‫ﻋ‬ ‫اﻟتﺴﻮيﻖ‬‫اﻟﺬﻛﻴﺔ‬ ‫اﻟهﻮاﺗﻒ‬
MobileMarketingis asetofpracticesthatenablesorganizationstocommunicateandengagewiththeir audienceinan interactivethroughanymobiledeviceornetwork(DMI) ‫ل‬‫ﻣﺤﻤﻮ‬‫ﺟهﺎز‬ ‫أي‬ ‫ﺧﻼل‬ ‫ﻣﻦ‬ ‫ﺗﻔﺎﻋﻠﻴﺔ‬ ‫يﻘﺔ‬‫ﺮ‬‫ﺑﻄ‬ ‫ر‬‫الجﻤهﻮ‬ ‫ﻣﻊ‬ ‫واﻟﺘﻌﺎﻣﻞ‬ ‫اﻟﺘﻮاﺻﻞ‬ ‫ى‬Z‫ﻋ‬ ‫اﳌﻨﻈﻤﺎت‬ ‫ﺗﻤﻜﻦ‬ !š‫اﻟ‬ ‫ﺳﺎت‬‫ر‬‫اﳌﻤﺎ‬ ‫ﻣﻦ‬ ‫ﻣﺠﻤﻮﻋﺔ‬
Mobile Marketing Mix SMS& MMS Mobile web QR Code Mobile Apps LBS Mobile Paid Search NFC Mobile Ads Solo Mo MobileMarketing Mix ‫اﻟتﺴﻮيﻖ‬ ‫يﺞ‬‫ﺰ‬‫ﻣ‬ ‫ﺑﺎﳌﻮبﺎﻳﻞ‬
‫اﻟﺘﻄﺒﻴﻘﺎت‬ ‫ر‬‫ﻇهﻮ‬ ‫ن‬e‫ﺗﺤﺴ‬ ‫أدوات‬ASOtools
‫ـ‬ ‫اﻟﺘﻄﺒﻴﻘﺎت‬ ‫إﻋﻼﻧﺎت‬ MobileApp Ads
‫ـ‬ ‫اﻟﺘﻄﺒﻴﻘﺎت‬ ‫إﻋﻼﻧﺎت‬ MobileApp Ads
MobileApp Ads
‫ـ‬ ‫اﻟﺘﻄﺒﻴﻘﺎت‬ ‫إﻋﻼﻧﺎت‬ ‫ﺷﺒكﺎت‬ MobileApp Ad Network
‫اﻟﺘﻄﺒﻴﻘﺎت‬ ‫تﺴﻮيﻖ‬ ‫ﺧﻄﺔ‬App Marketing Plan Tracking& Optimization ‫ن‬e‫واﻟﺘﺤﺴ‬ ‫اﳌﺘﺎبﻌﺔ‬ Prelaunch ‫اﻻﻃﻼق‬ ‫ﻗﺒﻞ‬ Launch ‫اﻹﻃﻼق‬ Post Launch ‫اﻹطﻼق‬ ‫ﺑﻌد‬
‫اﻟﺘﻄﺒﻴﻘﺎت‬ ‫ﺗﺤﻠﻴﻞ‬ ‫أدوات‬ App analysis tools
Digital Marketing ‫اﻟرﻗﻣﻲ‬ ‫اﻟﺗﺳوﯾق‬ ContentMarketing ‫اﻟتﺴﻮيﻖ‬‫ى‬‫ﺑﺎﳌﺤﺘﻮ‬
‫ى‬‫اﳌﺤﺘﻮ‬|Content 4.78 B Content 1.8M photos 500M tweets 700M Snap chat
It is the process of creating valuable, relevant content toattract, acquire, and engage your audience. “Content Marketing Institute” ‫ﻣﻌهﻢ‬ ‫واﻟﺘﻔﺎﻋﻞ‬ ‫ﺪف‬RS‫اﳌﺴ‬ ‫ر‬‫الجﻤهﻮ‬ ‫لجﺬب‬ ‫ﻋﺎﻟﻴﺔ‬ ‫ﻗﻴﻤﺔ‬‫ذو‬ ‫ى‬‫ﻣﺤﺘﻮ‬ ‫ﺧﻠﻖ‬ ‫ﻋﻤﻠﻴﺔ‬
Plan ‫ﺗﺨﻄﻴﻂ‬ Create&Design ‫ﺑﻧﺎء‬ ‫و‬ ‫ﺗﺻﻣﯾم‬ Publish ‫نﺸﺮ‬ Promote ‫يﺞ‬‫و‬‫ﺗﺮ‬ Measure ‫ﻗﻴﺎس‬ ‫ى‬‫ﺑﺎﳌﺤﺘﻮ‬ ‫اﻟتﺴﻮيﻖ‬ ‫ﺧﻄﻮات‬|Content Marketing Steps
Persona ‫اﻟﺻﻔﺎت‬ ‫ﺗﺣدﯾد‬ ‫اﻟﺷﺧﺻﯾﺔ‬ Toneof Voice ‫اﻟﺻوت‬ ‫ﻧﺑرة‬ LifeCycle ‫اﻟﻣﺳﺗﺧدم‬ ‫ﺣﯾﺎة‬ ‫دورة‬ ContentTypes & Mapping ‫اﻟﻣﺣﺗوى‬ ‫ﻧوع‬ Calendar ‫اﻟﺟدوﻟﺔ‬ ‫ى‬‫ﺑﺎﳌﺤﺘﻮ‬ ‫ﻟﻠتﺴﻮيﻖ‬ ‫اﻟﺘﺨﻄﻴﻂ‬ ‫ﺧﻄﻮات‬|Content Marketing Planning
‫ﺪف‬RS‫اﳌﺴ‬ ‫ر‬‫ﻟلجﻤهﻮ‬ ‫اﻟشخﺼﻴﺔ‬ ‫اﻟﺼﻔﺎت‬|Buyer Persona
‫ى‬‫اﳌﺤﺘﻮ‬ ‫أﻧﻮاع‬|Content Marketing Mix
‫ى‬‫اﳌﺤﺘﻮ‬ ‫ﺟﺪوﻟﺔ‬
‫ى‬‫اﳌﺤﺘﻮ‬ ‫ﺑﻨﺎء‬ ‫أدوات‬| Content Tools q Vizualize.Me q Piktochart q Easel.Ly q Visually q Infogr.Am q ManyEyes q Venngage q Icharts
Digital Marketing ‫اﻟرﻗﻣﻲ‬ ‫اﻟﺗﺳوﯾق‬!‫اﻟﺮﻗم‬ ‫اﻟﺘﺤﻠﻴﻞ‬ Digital Analytics
45,452,280 Sites Are using Google analytics
‫اﻷداء‬ ‫ﻗﻴﺎس‬ ‫ات‬‫ﺮ‬‫ﻣﺆﺷ‬ Audience ‫ر‬‫الجﻤهﻮ‬ Acquisition ‫اﻻﻛتﺴﺎب‬ Behavior ‫اﻟﺴﻠﻮك‬ Conversions ‫اﻟﺘﺤﻮيﻼت‬
‫ئﺴﻴﺔ‬‫ﺮ‬‫اﻟ‬ ‫اﻻداء‬ ‫ﻗﻴﺎس‬ ‫ات‬‫ﺮ‬‫ﻣﺆﺷ‬KPIs: AudienceOverview
Q&A
Digital Marketing ‫اﻟرﻗﻣﻲ‬ ‫اﻟﺗﺳوﯾق‬ Thank You:) Husam Algaladi @helgaladi Husamalgaladi.com

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