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Digital marketing foundations 1.0
- 1. Digital Marketing What’s it all about? By
- 2. About Digital Marketing Training Lab An exclusive training center on digital marketing in Islamabad A part of ESOLPK Interactive ( www.esolpk-online.com ), a digital marketing agency since 2007 Offering verity of professional certifications in Digital Marketing core areas Trained professionals from Zong, Ufone, Serena Hotel and many career seekers in the past
- 3. Husbi Ahmed Chief Trainer at Digital Marketing Training Lab 15 years of industry experience in IT, FMCG and education MS in Integrated Marketing from NYU ( New York University, USA) @HusbiA About Me
- 4. Agenda Principles of Digital Marketing Which channels are you playing on? Best practices of Digital Marketing Digital Marketing Examples in Pakistan Q&A
- 6. Key takeaways #1: Your audience is online -> you should be too #2: Pick your channels & make them work together
- 7. Poll & A Live Example
- 9. Why should we be online?
- 10. Pakistanis are online! Of Pakistanis use the Internet Sources: https://www.internetworldstats.com/asia/pk.htm http://alphapro.pk/pakistan-social-media-stats-2018/ Of them use social networking Top sites are Facebook, Twitter, YouTube, Instagram Of social media users are on Mobile All of these numbers are on a steady upwards trend!
- 11. Digital Marketing Facts in Pakistan? Total advertisement budget as per 2018 Is digital advertising budget Expected to grow by 47% in 2018 Increase in digital ads budgets by top FMCG companies like Unilever and Nestle Source: magna study, http://www.madvertising.pk/magna-apac-advertising-will-grow-7
- 12. Concepts of Digital Marketing What is Digital Marketing? Promotion of products/services via digital devices and internet
- 13. Traditional and Digital Marketing
- 14. The Marketing Function Brand StrategyProduct Strategy 3 4Pricing Strategy Promotion Strategy Integration of the Strategic Marketing 1 2 5
- 16. Which Channels are you Playing On?
- 17. Offline channels Newspaper Posters/bulletin boards Radio Word of mouth (can be online or offline) Flyers trade shows Brochures Out door
- 18. Digital Channels Digital Marketing Campaign Model Email Marketing SEO(search engine optimizatio n) PPC(payper click) SocialMedia Online Advertising Affiliate Marketing Text Messaging Blogging, RSS& News Feeds Viral Marketing
- 19. Core Of Digital Marketing Mix
- 21. To Be Managed Through SITES . 1 COMMERCE SEARCH MOBILE COMMUNITY SOCIALMEDIA 3 5 2 4 APPS 7 EMAIL 6 SITES
- 22. Website Hub of your online presence Demonstrates legitimacy Recommended minimum content: Who you are Upcoming news and events Links to other online channels Contact info
- 23. Email Best way to communicate with your target audience Use an email marketing service (e.g. MailChimp) Mix visuals and text Link back to more content/info on your website
- 24. Social Media Mostly for engagement, not promotion Your best opportunity to have 2-way communication with your audience Aim for deeper engagement on a few social media sites Popular networks include Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest
- 25. Importance of # in Social Media
- 26. Online Advertising Search engine marketing (SEM) = ads related to search engine keywords Google Adwords Google Adsense Banner ads = ads on other websites Social media advertising Mostly seen on Facebook and YouTube
- 27. Mobile Mobile-friendly websites, emails & content Best area to invest in Many of your other channels will be accessed via mobile Beacons Mobile apps Mobile In- APP ads
- 28. Other Online Channels Location-based information Google Places Online business listings Search “local chemist shops near GHQ Rawalpindi” Local bloggers
- 29. “Multi-Channel” Marketing Your audience doesn’t just use one channel – so neither should you Your channels should work together, complement each other, reinforce messages You are the conductor! (And, often, the instrumentalists…) Credit: http://www.flickr.com/photos/flickr-rickr/
- 30. Best Practices of Digital Marketing
- 31. #1: Assess What channels are you currently using? Both online and offline How do you talk about yourselves? E.g. tagline, mission statement, elevator pitch, “About Us” How would others describe you? Ask 2-3 audience members
- 32. #2: Define Goals & Objectives Goals - what are you trying to get people to do? Your main goals are likely: Engaging your current audience Reaching a new audience – broadening, deepening & diversifying What are some specific objectives that you can set to help you get there? E.g. Increasing audience members < 45 years old
- 33. #3: Get to know your Target Audience Create a “persona” for the type of person you want to reach How old are they? What are their lives like? Where do they live? What else do they do for fun? What social networks are they on? What value would they get from what you do?
- 34. #4: Select your Channels Be wise about choosing channels – only take on what you can maintain It’s ok to experiment with new channels But don’t expect immediate results Send similar messages on different channels that complement each other
- 35. #5: Craft your Message “You marketing” vs “Me marketing” Focus on what matters to your audience, instead of talking about yourself Share useful, interesting content Strong calls to action Attend an event Subscribe to our newsletter to hear about upcoming events Follow us on Twitter to find out about more events in the community Share your thoughts on the product or service on our Facebook page
- 36. #6: Define your Personality If your organization were a person, what would it be like? Fun? Innovative? Creative? Friendly? Witty? Show your personality in all interactions with audience members E.g. Website, social media, posters, social customer service Tone may vary slightly depending on the channel
- 37. Reach, Acquisition & Conversion Goal Setting (RACE Model) Reach SEO/PPC OnlinePresence SocialMediaMarketing Act & Convert Lead Generation Techniques Engage ContentMarketing E-Newspaper&promotionalEmails Customerservicesupport Homepage/land pageOptimization Ecommerce Social CRM Mobile Marketing Developstrategy E-ContactStrategy More SEO/PPC AffiliateandPartner Marketing OnlineAdvertising
- 39. Why measure? You need to know if it’s working (or not!) Contribute to your org’s mission Experiment & learn You need to prove to others that it’s working Leadership buy-in
- 40. A few common metrics Website Page views Time spent on page Email Open rate Click through rate Social media Views/reach Engagement/comments Shares Online ads Views/reach Click through rate
- 41. Keep your goal in mind When possible, relate your metrics back to your original goals Conversions = how many people do the action you wanted Challenges to be aware of Multiple channels contribute but only one creates the conversion Often impact is indirect (e.g. increased calls to box office after email blast) Best practice is to set “Goals” using web analytics
- 42. Digital Marketing Examples in Pakistan Telenor #shareyourmeal Campaign Lays Digital Marketing Campaign UBL Marketing Campaign
- 43. Lays #PassASmile digital Marketing Campaign
- 44. UBL Mobile App Marketing
- 45. Digital and Social Media Case Study for a USA based Pakistani music band
Hinweis der Redaktion
- A Facebook page is not a substitute for a website
- *** add speaking notes for this section for Joyce ***