Digital Marketing Strategies for the New Era

Digital marketing:
marketing for the new era
Igor Jurčić, Ivan Radoš
SoftCOM 2017, Split, Croatia

Introduction
 Lecturer: Igor Jurčić, M.Sc.EE
 Work experience: 23 years; 20 years in telecom operator
 Appx. 16 years in management postions
 Appx. 14 years in marketing and sales
 15 scientific and professional articles and white papers (+3 will
be published by the end of year)
 PhD Study: FESB, split
 E-mail address: ijurcic77@gmail.com
 Mobile: + 387 63 363 353

Content
 Introduction
 Position of marketing in modern companies
 The basic items of marketing
 The basic items of marketing strategy
 The basic items of digital marketing
 Digital marketing strategy – the main parts
 Importance of company web page
 Advertising on Internet
 Basic items for high quality E-mail advertising

Content
 Social networks – the main part of digital advertising:
 LinkedIn,
 Twitter,
 Instagram,
 Google+,
 Pinterest,
 Tumblr,
 Facebook,
 Researchgate.
 Conclusion

Position of marketing
in modern companies - generally
 Two main types of expenses:
 CAPEX (Capital expenditures)
 OPEX (Operational expenditures)
 Marketing is positioned in OPEX
Marketing is an expense?
 In classical economic definition and theory = YES!

in modern companies
 Marketing must not be understood as
expense!
 Marketing must be understood as
investment!
 P.S. of course if marketing plan and marketing strategy are created in right
way!
 P.P.s. And if money is invested in smart way!

in modern companies
 Many people ask: what are the differences between marketing and PR (public
relations)?
 Or… Many people ask: what are the differences between marketing and
Advertising?
 There are many diffrences and one huge difference: marketing and
Advertising … Marketing and pr … are not comparable!
Marketing means a lot more than
Advertising or PR!

in modern companies
 Marketing:
 Product development
 Product managament
 Service development
 Service management
 Market Research
 Analyzing of competitiors and potential replacement
industries

in modern companies
 Marketing
 HW Management
 Sponsorships
 Donations
 Sales support
 Trade marketing
 Advertising
Marketing is not the same as
Advertising!

in modern companies
 Comparable: advertising and public relations (PR).
 More important: combination of advertising and PR in advertising
campaigns for products or services.
 There are many definitions of advertising and public relations (PR).
 But they will not be listed here.
 It must be noted:
 Advertising = it must be paid for the service (to web portals,
newspapers, TVs, radios,…),
 PR = it hasn’to to be paid directly for publishing of information but
information must be interesting for publishing.

in modern companies
 Important to remember:
 Marketing mustn’t be understood as expense
 Marketing must be understood as investment
 Marketing has many parts (advertising is only one part
of marketing)
 Marketing isn’t comparable with PR
 Advertising is comparable with PR
 More important: advertising and PR can be (must be)
combined in campaigns

The basic items of marketing
 Marketing mix: 4P or even 7P
 Product and service development
 Product and service management
 Advertising: Media mix
 Sales support
 Trade marketing
 Guerrilla marketing

 Marketing mix (4P/7P)
 Product
 Price
 Place
 Promotion
 People
 Process
 Physical environment

According to: http://marketingmix.co.uk/

 Marketing Mix 4C’s
According to: http://marketingmix.co.uk/

 Product and service development:
 Marketing: leads complete process
 Coordination: Marketing – Sales (N times)
 Coordination: Marketing – Technical Department (N times)
 Marketing: Legal department – legal issues
 After all harmonizations - Marketing: financial departments
(business case)
 Marketing: training sales staff
 Marketing: Launch of product or service
 Marketing: Advertising/PR

 Product and service management:
 Marketing leads complete process
 Marketing – after sales
 Marketing – customer care
 Marketing: collecting and analyzing data of after sales and
customer care
 Marketing – technical department (If it is necessary to
change product or service)
 Marketing – Legal Department (if it is necessary)
 Marketing – financial department (new BC?)
 Marketing: Launch new version of product or service
 Marketing: Advertising/PR

 Advertising: media mix
 TV
 Radio
 Newspaper/Magazine
 Digital advertising – interactive advertising
 Outdoor
 Guerilla advertising
 …

 Advertising: media mix
 Analyzing of our own products and services
 Analyzing competitors and their products and service
 Analyzing potential replacement products and services
 Analyzing our potential market (local/state, age of potential
customers, gender, P/S for mass use or company use,…)
 Analyzing period in year when P/S will be launched
 Analyzing of purchuasing power of potential customers
 At the end: creating of high quality Media mix

 Sales support
 Very important part of marketing
 Creating documets „for regularly people – customers”
 Training for sales staff
 Sales support „on-site”
 Cooperation marketing sales = crucial important for each
company
 Unfortunatelly in many comanies this cooperation is
(extremely) bad.
 Very important: establish a quality relationship between
marketnig and sales

 Trade marketing
 Important part of „sales support”
 More oriented on points of sales (own and wholesales) but
not on customers
 Documets, materials, flyers, „shop window dressing”, …
 Sales promoters
 Part of marketing which takes care of points of sales,
wholesale points, distributors,…
 Trade marketing is an extended hand of marketing
in order to help sales staff

 Guerrilla advertising (this is not part of digital
advertising but this way of advertising is excellent
for start-up companies and small businesses)
An advertising strategy that focuses on low-cost
unconventional marketing tactics that yield
maximum results!
Very suitable form of advertising for start-up
companies

What is the position of modern
marketing and its components
in modern companies?

Company as a football tactics
Technical departments
Development and
management of products
and services
Sales support
Advertising
Customer care
Sales
The substitution bench
Finance department
Law department
HR department
General affairs
….

Company as a football tactics – offensive style
Finance department
Law department
HR department
General affairs
….
Development and management of
products and services, advertising,
customer care, sales support
SalesSales Sales
It is neccessary to have very strong employees
in midfield ie. in marketing department – less
number of employees must cover much more
jobs and obligations than in standrard style!

Company as a football tactics – defensive style
Finance department
Law department
HR department
General affairs
….
Development and management of
products and services, advertising,
customer care, sales support
Sales
Very unpopular but very useful for
keeping of own market (retention)! It is
neccessary to have very strong
employees in midfield ie. in marketing
department – all employees must cover
much more jobs and obligations than in
standrard style (backward and forward)
and they have to be able to score a goal
ie. to sell!

 Marketing mix: 4P/7P: product, price, place, promotion, people,
proccess, physical environment
 Marketing leads all processes of product and service development
and management
 There are many processes and jobs before creating of media mix
 One of the most important part of marketing – sales support
 Cooperation between marketing and sales = crucial for each
company
 Trade marketing - an extended hand of marketing in order to help
sales staff
 Guerrilla advertising – an excellent way of advertising for many
start up companies and small businesses

The basic items of
marketing strategy
 Marketing strategy:
 A part of company strategy
 Two way proccess: marketing strategy and company strategy
 The mainn target of Marketing strategy: with less amount of
money, The company must be more recognizable on the market
 Very important in these days when we all are exposed to
"advertising noise"
 There are many tools (Analysis) for assistance during creating of
marketing strategy
 Five most famous analysis; SWOT, PESTLE, Porter’s Five forces, The
Ansoff matrix and BCG matrix

The basic items of
marketing strategy
According to: www.free-management-ebooks.com

The basic items of
marketing strategy
 SWOT Analysis
According to:
http://www.mindtools.
com/rs/SWOT
Internal (positive) items Internal (negative) items
External (positive) items External (negative) items

The basic items of
marketing strategy
 Pestle analysis

The basic items of
marketing strategy
 Porter’s five forces
Michael E. Porter:“The Five
Competitive Forces That
Shape Strategy“, Harvard
Business Review, 2008

The basic items of
marketing strategy
 Ansoff matrix

The basic items of
marketing strategy
 BCG matrix
A. Lowy, P. Hood.:“The
Powe of the 2x2 Matrix“

The basic items of
marketing strategy
 BCG matrix
http://www.valuebasedmanagem
ent.net/methods_bcgmatrix.html

Remember: when you create
products or services

The basic items of
marketing strategy
 Marketing plan is part of company (corporate) plan
 These two plans must be done simultaneously and must be
interactive
 Corporate (company) plan and marketing plan must be positioned
in the same direction
 There are many analysis which could help to marketers
 Five the most important ones: SWOT, PESTLE, Porter’s five forces,
Ansoff matrix and BCG matrix
 Process of creating marketing strategy is crucial – we all are
exposed to "advertising noise"

The basic items of digital marketing
 Digital marketing is not the same as digital
advertising
 Digital marketing meens more than digital advertising
– digital adertising is the least part of digital
marketing
 Digital marketing – interactive marketing – a huge
advantage of digital marketing!
 It is possible to interact with existing and new
potential customers

 The main parts of digital marketing:
 Development of interactive services and
applications (and products)
 Management of interactive services and
applications (and products)
 Analysing of digital market (city, county, country,
region, the world)
 Digital advertising

 The main parts of digital advertising:
 Own Web page
 Digital advertising „on Internet”
 E-mail advertising
 Mobile advertising
 Social networks advertising:
Classical digital advertising
Branding and raising the image of the company and
employees

 When we speak about digital advertising it is
necessary to make difference:
 Classical Digital advertising
 Branding
 Raising image of company and employees
 Raising image of employee(s) is directly connected
with raising image of a company!

 But before that, very briefly:
 Vision 2020 in ICT segment
 5G mobile networks
 IoT/IIoT
 OTT – Over the Top applications
 P.S. Digital marketing mustn’t be understood as digital
advertising. It is not the same!

 Vision 2020 in ICT segment:
 Supporting up to 1000 times more capacity to meet accelerating
data demand
 Reducing latency to milliseconds to prepare for the applications of
the future
 Teaching networks to be self-aware and simplify network
management by extreme automation
 Personalizing network experience to enable the business models of
the future
 Reinventing telco for the cloud to create on-demand networks that
are agile and scalable
 Flattening total energy consumption despite accelerated traffic
growth

 5G mobile networks
 Peak transmission rate greater than 10 Gb / s
 Up to 100 times more connected devices on the network than in the
present systems
 Mass production and availability (especially for the price issue) sensors
and different devices
 Longer service life of batteries in devices
 Speed access for customers up to 100 Mbps wherever it is needed
 Transferring more than 10,000 times of data traffic than in today's
systems
 The delay of less than 1 ms
 High (ultra) the reliability of the system
 (Almost) 100% signal coverage of the population and territory

 IoT/IIoT:

 IoT/IIoT

 OTT applications

 Classical digital advertising:
 Presenting of products and services
 Presenting advantages of using of products and services
for one or more categories of customers
 Daily, weekly or monthly benefits for users who use
certain products or services
 All these will be done by advertising on digital
platforms
 Digital marketing could be independent or one of
medie mix parts

Branding
To plan for one year – grow sales
To plan for three years – grow
channels (of sales)
To plan for decades – grow a brand

Branding
Every business has a name
or a logo, but a small
minority could truly be
considered as a brand

Branding
It is all about emotions and
about relationship and
trust

 Raising image of company and employee(s)
 This item is connecetd with branding
 Raising image of individuals – rising image of a company
 All employess (from CEO to doorman) are important for
good image
 All employees must breathe for the company – this is
only good way for building trust to existing and new
customers

 Important to remember
 Digital marketing isn’t digital advertising
 Digital marketing means more than digital advertising
(DA is a part of DM)
 Digital marketing = interactive marketing
 Vision 2020 in ICT segment, 5G mobile networks
 IoT/IIoT, OTT applications
 Classical advertising, branding, rising image of
company and employees

Digital marketing strategy
the main parts
 Why do you need a digital marketing strategy?
 Focus on products and services
 One Direction for all employees
 Smartway of investing money
 Analyzing of data (DM = interactive marketing)
 Customers in the focus

the main parts
 Why do we need a digital marketing strategy?

the main parts
 Digital marketing strategy must be a part of
marketing strategy
 Marketing strategy must be a part of marketing plan
 Digital marketing strategy must be a part of digital
marketing plan
 So, digital marketing strategy must be involved in
marketing strategy and in marketing plan of whole
company

the main parts
 When you have digital marketing strategy and digital
marketing plan it must be clear to everyone in a company:
 Products and/or services
 Approach to customers – we should know what
customers do online
 Digital media mix – guidelines for digital advertising
 What kind of feedback do we need – all analysis for
company
 New (digital marketing) trends – we should not be
monotonous

the main parts
 In other words, digital marketing (strategy) will allow (to you and your
company):
 Build a high quality brand
 Sell products or services (in whole world)
 Reach international prospects
 Contact and talk directly to customers
 Reach to local and international contacts and to personal and
business contacts
 Respond to customer requests/ commpalints/queries
 Launch and manage PR stories
 Get referrals from your customers (former and existing)

the main parts
With high quality digital marketing
and high quality of digital
marketing strategy:
„The world becomes
a global willage”

the main parts
 Digital marketing (strategy) trends:
 Move from (classical) passive advertisment to
active engagement
 Quality but not quantity
 Be ready for feedback and (potentially) criticism
 Control back and management to customers (and
their satisfaction)

the main parts
 Goals: what should be achieved in this
month/quarter?
 Tasks: How? Which programs? Which activities?
 Resources: the list of resources for accomplishing
tasks
 Evaluation: which programs do work properly? What is
good/bed in processes?

the main parts
 Methods:
 Proven methods: good/excellent methods in the past!
What hasn’t worked?
 Current methods: Actual good/excellent methods!
What is not working properly?
 New methods: whic methods sholud be used in the
future? What are the experiences of other companies?
Researching useful methods of other (international)
companies

Timeline – local market - Tactics
Q1
February April MayMarchJanuary August PDecemberOctober NovemberSeptemberJulyjJune
Q2 Q3 Q4Typof
productI
Typeof
productII
TypeofServiceI
Acquisition RevenueLegenda:
Digital marketing plan – one of templete examples.
* Učinkovitost prodaje ključna je za dostizanje očekivanih poslovnih ciljeva i zahtijeva snažnu i široku podršku ostatka organizacije
Retention

According to: Marketo: „ Program plan for consumer marketers”

the main parts
 Digital marketing plan and strategy must be part of company
marketing plan and strategy
 Digital marketing strategy must be clear defined and must be
understandable for everyone in the company
 Digital marketing = interactive approach to marketing
 Feedback of customers must be used for improving products and
services
 Digital marketing (strategy) = The world besomes a global willage
 Digital marketing (strategy) = potential customers could be
everywhere

Importance of company web page
 Importance of company web page
Sageforg Marketing Group: „25 website „must haves””

 Some rules for creating good (or excellent) web page:
 Make a plan - very carefully together with your
team and/or experienced business advisor
 Stick to your plan – do not change the plan you
created
 Study your competitors – you have to know what
your competitors have and what type products and
services (and benefits) they offer to customers

 Continued from previous slide:
 Get a good domain name – this could be crucial for
visiting your website – you have to choose very
carefully the name and the domain of your website
 Invest in a great website designer – experienced web
designer will not make beginners' mistakes
 Keep it simple – visitors of website must instantly
understand the main message and marketing
proposition

 Offer something of value – let’s say a loyalty
program… and many other things could be offered…
 Make security a top priority - it is not necessary to
describe isn’t it?
 Low overhead – make sure your website loads quickly
and has low overhead; develop your site with
responsive design which automatically detect if a
visitor of your web site is using a desktop, tablet or
smartphone

 Establish a schedule for updates – website mustn’t be
a static and must remain relevant
 Get a second pair of eyes – test your website
thoroughly; periodically review entire website for
timeliness
 Create both – desktop and mobile version of your
website – more than 50% websites in the world are
openned by mobile devices… and this number will be
bigger and bigger

Advertising on Internet
 Precondition: high quality company website - appx. 75% of
Internet users make judgment about company’s credibility
based on its website design!
 Every ads on Internet will be potential connection to your
website!
 Banners, pop-ups, video clips, pr articles…
 We expose to „advertising noise” in classical advertising
(everyday life)
 We expose to „advertising noise” in advertising on digital
platforms
 So what to do?

Advertising on Internet
 You have to find very good creative marketing agency! Or
you have to have good/excellent web designer in your
company!
 Think different!
 Be original!
 It is easy to say „be original”
 But how to „be original”?
 You must attract attention with unusual approach!

Basic items for high
quality E-mail Advertising
 Email marketing technology is used by 82% of B2B and B2C
companies
 95% of companies using marketing automation are taking
advantage of email advertising
 There were nearly 11x more B2B organizations
using marketing automation in 2014 than in 2011
 As of 2013, 25% of Fortune 500 B2B companies had
adopted email marketing automation
 About 53% of emails are opened on mobile devices

 23% of readers who open an email on a mobile device open it again
later
 75% of Gmail’s (more than) 900M users access their accounts via
mobile devices
 Though the number of new Internet users is growing at less than 10%
per year, the number of new smartphone subscribers is growing at a
20%+ rate
 Personalized email messages improve click-through rates by an
average of 14% and conversions by 10%
 Emails with personalized subject lines are 26% more likely to be
opened
 Segmented and targeted emails generate 58% of all revenue

Marketo: „The definitive guide to engaging e-mail marketing”

8 second rule:
You have 8 seconds to engage
customer.
Make sure your message at the top
of the e-mail body will engage the
reader, ie. existing or potential
customer.
 P.S. or even less than 8 seconds!

 Send personalized e-mail messages
 Target your audience
 Make segment(s) of your customers and
potential customers
 Don’t send e-mail to all customers (maybe
sometimes) – but it mustn’t be a rule

 Don’t send e-mail messages to often – Appx. 3- 5
times in month will be quite enough
 E-mail messages should be sent when you have
useful information for customers
 If it means only 1-2 times per month, then „let it
be”…
 The e-mail title should be short but should attract
attention

 Be careful! Your e-mail messages could be classified
as spam – in that case „say goodbye to e-mail
advertising”
 Write very short but useful messages – respect other
people and appreciate other people's time
 e-mail advertising and social media advertisimg
(combined) – a powerful combination!
 Keep it in mind when you create digital media mix

Social networks
the main part of digital marketing
 Social networks advertising is crucial part of digital
marketing (and advertising), specially in last few years
and it will be definitelly in following years
 Be careful when you choose social networks for your
business
 You can’t be active in all social networks
 if you want to QUALITY use social networks, CHOOSE
YOUR FAVOURITE SOCIAL NETWORKS
 CHOICE OF SOCIAL NETWORKS depends on the type of
work you do

Social networks
the main part of digital marketing
 The Main Social networks:
 Facebook – the most popular and the biggest social network
 Instagram – sharing photos, video,… the fastest growing network…
 Twitter – short messages (tweets)… micro-blogging network
 Tumblr – growing social network
 Pinterst – „female” social network
 Google+ - established by Google, it is enogh, isn’t it?
 Youtube – the most popular platform for sharing videos…
 Snapchat – young people use it very often… and not only them
 Linkedin – the most popular and the most influent proffesional and business social
network
 Many, Many, Many others… (Vine, Reddit, What’s up, Viber,…)

Social networks according to active
numbers of users per month
1. Facebook: number of active users per month appx. 1,59 billion users
2. What's up: number of active users per month appx. 1 billion users
3. QQ: number of active users per month appx.. 853 million
4. WeChat: number of active users per month appx.697 million
5. QZone: number of active users per month appx.640 million
6. Tumblr: number of active users per month appx.555 million
7. Instagram: number of active users per month appx.400 million
8. Twitter: number of active users per month appx.320 million
9. Google+: number of active users per month appx.300 million
10. Baidu Tieba: number of active users per month appx.300 million
11. Skype: number of active users per month appx. 300 million
12. Viber: number of active users per month appx. 249 million
13. Sina Wiebo: number of active users per month appx. 222 million
14. Line: number of active users per month appx. 215 million
15. Snapchat: number of active users per month appx. 200 million

Social networks
Two important rules:
Be engaged – try to find at least 10 –
15 minutes every day for your
favourite social network(s)
Be patient – building reputation and
image on social networks is more like
marathon, but not 100 meters race

LinkedIn
 Business oriented social network!
 The largest one!
 The most important one!
 The most known one!
 More than 500.000.000 users
 Appx. (more than) 100.000.000 active users
 Appx. 1.000.000 users publish their posts!

LinkedIn
 LinkedIn:
 more than 61 million senior level influencers,
 more than 40 million decision makers,
 more than 10 million opinion leaders,
 approximately 7 million C-level executives,
 approximately 3 million MBA graduates.
IF YOU HAVE BUSINESS, YOU MUST HAVE LINKEDIN
PROFILE AND COMPANY PAGE… AND YOU HAVE TO
MOTIVATE YOUR EMPLOYEES TO HAVE LINKEDIN PROFILE
LEARN FROM THE BIGGEST COMPANIES IN THE WORLD!!!

Linkedin
 professionals come to LinkedIn for:
 industry news,
 expert advices
 career training
 peer insights and recommendations
 content published by LinkedIn's 500+ influencers
MOTIVATE YOUR EMPLOYEES TO BE ACTIVE
ON LINKEDIN NETWORK
FOR THEIR BUT ALSO FOR IMAGE
OF THE ENTIRE COMPANY.

Company Country Activity (the average
time between posts)
Rule
„Knowl./advertis
ing or PR ratio“
Numbers of likes
per post
Number of
followers (end
of August)
Language
(introduction page
and posts)
T-HT Croatia Weekly No Up to 50 6.192 English/Croatian
Vipnet Croatia Monthly or rarer No 20 – 80 5.052 English/Croatian
TELE2 Croatia Not found; see TELE 2 group
BH Telecom B&H Weekly No 5 – 10 2.111 English/Bosnian
HT ERONET B&H Monthly No Up to 10 403 English/Croatian
M:tel B&H Each 2-3 days No Up to 5 1.693 Serbian
Telemach B&H Monthly or rarer No Up to 7 838 English/Bosnian
Telekom Srbija Serbia Twice per week No Up to 15 7.044 English/Serbian
Telenor Serbia Not found; see Telenor Group and Telenor Common Operations
Vipmobile Serbia Monthly No 10 – 65 8.418 English/Serbian
CG Telekom Montenegro No No No 1.582 Crnogorski
Telenor Montenegro Not found; see Telenor Group and Telenor Common Operations
M:tel Nontenegro No No No 359 English
DT Germany Weekly or more often No Up to 90 40.899 English
Orange France Weekly No 150 – 600 249.886 English
Telefonica Spain Daily Yes/No* Up to 100 251.313 English/Spanish
Telenor Norwey Daily/weekly No 50 – 200 111.322 English
TELE2 Sweden Weekly Yes/No** 50 – 100 28.630 English/Swedish
Vodafone Great Britain Daily Yes/No*** 150 – 1.000 701.460 English
Huawei China Daily Yes**** 100 – 800 949.059 English
Ericsson Sweden Daily Yes**** 150 – 450 893.495 English
Nokia Finland Daily Yes/No***** 100 – 250 412.329 English
Samsung S. Korea Daily Yes/No***** 100 – 600 412.699 English
Amazon USA Daily Yes**** 200 – 1.500 1.733.123 English
Apple USA No updates No****** ---- 3.080.622 English
Facebook USA Twice per week Yes/No***** 200 – 700 1.301.194 English
Google USA Daily/weekly Yes/No***** 2.000 – 7.000 4.334.008 English
IBM USA Daily/weekly Yes/No***** 500 – 2.500 3.003.031 English
Microsoft USA Daily Yes/No***** 200 – 700 3.068.967 English

Linkedin
 It is definetly clear that social network LinkedIn is
inevitable part of every successful digital marketing plan
and strategy
 So, what are the key tools and tactics for ICT companies?
 As the first, it is crucial to create and regularly update
company page on LinkedIn
 Term „regularly update“ means that company has to
update (refresh) company page with news and usefull
information
 But also company mustn't to put on company page useless
information (it mustn't spam their users and followers
with useless information).

Linkedin
 Except on company page knowledge and usefull content can be published on:
 Showcase pages
 Long-form posts
 Content uploaded on Slideshare
 LinkedIn sponsored content
 Sponsored inmail
 LinkedIn display ads
 LinkedIn dinamic ads
Raise image of your company!
Use LinkedIn!
Have you heard for rule 80 : 20?

Linkedin
Have you heard for rule 80% : 20%?
80%: sharing knowledge, learning from
others, raising personal and company
image,…
20%: sales offer
DO NOT SEND YOUR OFFERS TO OTHERS AS
SOON AS YOU GET NEW CONNECTION!
FIRST: PROVE YOUR KNOWLEDGE AND
SKILLS!

Linkedin
 MAIN RECOMMENDATIONS FOR MARKETING EXPERTS:
 Optimize personal and/or company page,
 Building your own and company networks,
 Expand your network of Influencers (an exclusive group
of C-level executives, entrepreneurs, futurists, world
leaders… to philantropists) – it is possible to follow
Influencers without being connected to them
 Use LinkedIn to maintain professional relationships,
 Use Showcase pages,
 Use Slideshare for sharing knowledge.

Linkedin
 Be active in specialized groups and encourage company emloyees
to be active in specialized groups,
 Encourage company employees to be a brand and a company
ambasadors
 Optimize company page for keywords,
 Publish whitepapers, articles, analysis,… show employess
knowledge and skills – employees are the most significant value
of the company,
 Share knowledge and important information – show to another
professionals your personal and company knowledge,
 … and many other tips and tricks (and recommendations) – but is is
impossible to list them all in this aarticle.

LinkedIn
Check your profile photo?
How does it look like?
Many photos on LinkedIn
(business social network!!!!)
are not professional looking!
 (mine too, but I don’t want to change it  )

LinkedIn
Join to different LinkedIn
groups: it gives you
power to expand your
network beyond your
current connections!!!!

Twitter
 Twitter social network is one of the most popular social
networks.
 Twitter has more than 500 million customers
 And it is very important - they are very active (aapx. 320
million active users).
 Twitter is very simple social network but with many
opportunities for their users.
 It is possible to share your knowledge, to present yourself or
your company, to teach but also to learn from other people.
 Twitter is very popular among politicians, scientists,
businessmen, pop stars, sport persons,… but also among young
people who are not so popular but they use Twitter for their
needs.

Twitter
 The first step to getting more followers on Twitter:
your account must be found in Twitter searches!
 How?
 Optimize your profile!
 How?
 Choose the right keywords for your new potential
followers!
 And after that: be enagaged, be engaged, be engaged,….
 Write tweets, but also listen and read what other
people say and write… be active!

Twitter
 For Twitter profile, the profile phote is very
important.
 The best option is to choose photo 400x400 pixels
size.
 And it is important to note that photo must be
professional
 So photo with dogs, cats and similar animals: NO
(it is not professional)

# = hashtag
 It is important to use hashtags (#) on smart way
when you tweet.
 What is hashtag (#)?
 Hashtag represents sign „#“.
 This sign was originally invented by Twitter 10
years ago, but many other social networks such as
LinkedIn, Instagram, Google+… are accepdet it
latter.

# = hashtag
 According to Wikipedia „a hashtag is a type of metadata
tag used on social network and microblogging services,
allowing users to apply dynamic, user-generated tagging
that makes it possible for others to easily find messages
with a specific theme or content; it allows easy,
informal markup of folk taxonomy without need of any
formal taxonomy or markup laguage“.
 To understand how much hashtag means in everyday life,
and because of its widespread use, hashtag was added to
the Oxford English Dictionary in June 2014.

# = hashtag
 # in Twitter accounts = 1 – 2 are optimum… in my
opinion (although it is not official approved by
Twitter), three or even four „#” are also acceptable.
 # in Instagram accounts = 11+ (11 or more than 11)
will give you the best results…
 So do not be lazy and when you create „#” in your
Instagram posts think about your favourite football
(soccer) team (first team + substitutes)  

# = hashtag
 Tip:
 When you use „#” in tweets, try to group them at the end
of the tweet and not to put them in text of the tweet.
 For example:
 YES: Digital marketing is huge opportunity for everyone in
new era. #digitalmarketing #Industry40
 NO: #Digital marketing is huge opportunity for everyone in
new era based on #Industry40.
 And of course do not forget (for Twitter): yout tweet must
have maximum 140 charasters.

# = hashtag
„Do“ „Do not“
Pair hashtags wit images Try to replace quality posts with
hashtags
Group hashtags at the end of tweet #Don't #hashtag #every #word or
#makealongphraseshardtoread
Use trending hashtags that
compliment the content
Abuse trending hashtags
Run hashtag connected campaigns
/ contests
Use hashtags used by others on
personal campaigns / contests
Explore hashtags first Use incorrect hashtags

Twitter
Metrics:
Retweets
Mentions
Replies
Favorites
Lists

Twitter
 Different social networks have different times
„how long does content last“.
 Definitelly posts on Pinterest, LinkedIn,
Instagram or Twitter doesn't last the same
times.
 Tweets last for only about 18 minutes and
users which tweet must account on this fact
(for instance Pinterest post last up to
months and LinkedIn post last appx 24
hours).

Twitter
 There are some tips how to maximum use this
time of 18 minutes and they are:
Set tweets to the top of Tweets page to
guarantee a greater lifespan,
If tweet is set up to the top of tweets page,
tweet will last more maybe 30 minutes or
even several hours but definitelly not day
or days,
Develop a Twitter system making it easy to
repurpose tweets often.

Twitter
 The best time for tweeting is 1 p.m to 3 p.m. from Monday
to Thursday, and peak time is from 9 a.m to 3 p.m also from
Monday to Thuersday.
 According to the same source, the worst times for tweeting
are everyday after 8 p.m and on Friday after 3 p.m.
 From another sources, the best time for tweeting is during
weekends and the worst times on Wednesdays and Thuersdays.
 But it is neccessary to know folowers base and if followers of
some user are mostly from USA, Canada, Brasil or India and
China, it is neccessary to recalculate times according to their
zones and previosul mentioned suggestions.

Twitter
 Be engaged:
 At least 3 new Tweets per day… remember 15
tweets is optimum number
 Add hashtags to your tweets (at least 1-2 no more
than 4) – your tweets should (or better: must) be
appeared on trending topics
 At least 2 reTweets per day
 Add comments on your reTweets…
 Follow 10 new persons per day

Instagram
 Desktop version:

Instagram
 Desktop version
(profile)

Instagram
 The main disadvantage for Instagram desktop
version is fact that it is not possible to add
photos, pictures or slides (or any other
content) from desktop version of Instagram
 Desktop version is adjusted only for reviewing
and not for adding content.
 Content must be added from mobile version of
Instagram application.

Instagram
 Instagram mobile
application (main page)

Instagram
 Instagram mobile
application (profile)

Instagram
When you send posts on Instagram, use
opportunity and send them at the same
time on Facebook, Tumblr and Twitter.
If you don’t have FB, Twitter and Tumblr
accounts, create them, it is easy.
Visibility of your posts will be much
better than before.

Instagram + Twitter
… a winning combination for business
purposes… especially for tourism,
travel agencies, showbusiness,
luxury (yachts, expensive houses,
clocks, jewlery, ...)…
Excuse me, anything else?

Instagram
 Be engaged:
 Post at least 1 post per day (optimum number of
posts per day: 2 posts)
 Use appropriate hashtags for your posts
 Follow 10 new people per day
 Comment at least 5 follower posts per day
 Like up to 30 posts (photos, slides, pictures,…) of
your followers per day
 Tag location of your photos when it is possible

Instagram for business
 Be consistent with your posts (photos, slides,…) ... Discrepancy
is a general error for business - for Instagram releases too
 Use Hashtags (#)… do not be lazy when you write them
 Share behind the scenes of your business
 Rule 80:20: 80% of non-business (businessmen have a fun too!)
and 20% of business (products, services, different solutions for
customers)
 Be proactive to your followers - call for action
 Comment on other posts (photos) and again use Hashtags (#)
 Likes on other posts (photos)

GOOGLE+
 GOOGLE+ can offer you many opportunities in
private but also in your business segment
 Do not ignore this social network
 The less important is the number of followers you
have - your engagement and memberships in
different groups is more important
 Through active membership in groups, you can
access to a large number of (business) people
with your relevant information

GOOGLE+
 Tips for Google+ engagement:
 Join Google+ communities
 Crete your own Google+ communities
 Share blogposts, articles, photos, videos – be
engaged… it is useful advice for any social network
 Add colleagues to you circles
 Comment other posts, photos, videos… be active
and share your knowledge with your connections

GOOGLE+ (You see a similarity
with LinkedIn, don’t you?)
Join to different
GOOGLE+ groups: it gives
you power to expand
your network beyond
your current connections!

Facebook
 If you use Facebook for business as the first: you have to know your
audience!
 What do you have to know about your audience?
 Careers: employers, job titles, industries, schools, education levels
 Demographics: age, gender, relationship status, parants
 Locations: where they are, where they stay, where they work, where
they travel to
 Interests: favorite books, celebrities, movies, events, asociations,
hobbies, food, entertainment
 Life events: new jobs, new relationships, engagements
 Favorite Facebook pages – specially if they like competitors or
substitutes
 Other activities: travelling, extreme sports, other digital activities
(on different social networks)

Facebook
 What types of offers should be presented on Facebook?
 Here are some examples:
 Events
 Low priced samples
 Contests
 Free eBooks
 Free demos
 Free consultations
 Limited time discounts
 Free trials

Facebook
https://www.pinterest.com/pin/
784752303791326492/

Facebook
 Power words for ad copies:
 How to
 You
 Free
 Because
 Secret
 Instantly
 Now
 Numbers
 New

Facebook
 Use Facebook as one of the main part of digital advertising
 Facebook is the biggest and the most important social
network in the world.
 But remember: it is not the only one, there are many other
networks with their advantages
 Use Facebook and combine it with LinkedIn, Twitter,
Instagram, Pinterest…
 Follow previous tips but also find another ones… and create
your own tips&tricks
 Your results will be better and your audience will be
significantly higher

Pinterest
 Pinterest is on the eighteen place among
social network
 You can share your Pins on Facebook and
Twitter
 Your visibility or better say, visibility of
your Pins will be much better than if you
pin on Pinterest only

Pinterest
 Pinterst is „female network”
 January 2012: 80% of Pinterest users were
women
 January 2017: appx 63 – 65% of Pinterest
users wer women
 Men have started to join to Pinterest, but
women are still majority

Pinterest
 The best time for post Pins are weekends
 Although Pins live appx four months so if
you have interesting Pin, don’t be affraid –
people will find it
 When you post your Pins keep in mind that
Pinterest users are mostly in age 25 – 54
years… and female

Pinterest What are the main interests on Pinteres:
 Luxury,
 Art
 Home designs
 Jewlery
 Music
 Modern cars
 Weddings
 Holidays
 Events
 Travelling
 Food/cooking

Pinterest
Pinterest is generating more referral
traffic to websites than Youtube,
Google+ and LinkedIn combined!
 Probably, this fact has been changed through
time, but it it is very indicative!
 People (women) trust Pinterest!

Tumblr
 Tumblr is a microblog platform and its postion is the
sixtx place among the biggest social networks (aapx.
555 million users)
 It was established 2007
 The service allows users to post multimedia and
other content to a short-form blog.
 Users can follow other users' blogs.
 Bloggers (users) can also make their blogs private.

Tumblr
 You can post any type of contetnt – private or
business
 You can comment other posts, reply, discuss,…
 Use hahtags (#) for better visibility of your
contetnt
 Blogers (users) are also able to connect their
blogs to their Twitter and Facebook accounts
 So whenever you make a post, it will also be sent
as a tweet and a status update.

Tumblr
 Very positive fact of Tumbler (unlike Twitter and
Instagram): your followers will not „punnish” your
inactivity – if you are not engaged for several
days or even weeks, your followers will not
leave you
 Twitter and Instagram: followers will leave you if
you are not engaged enogh – from my experience
– if you are not engaged for a week it is possible
to leav you 5 – 10 % of your followers.
 Tumblr users will not stop following you if you are
not (enough) engaged

ResearchGate
www.researchgate.net

ResearchGate
 ResearchGate was founded in 2008
 ResearchGate is a social networking site for scientists and
researchers
 It is the largest academic social network in terms of active
users (although some other services have more registered
users )
 You can share papers - articles, research papers, posters, …
even unpublished articles and reserach papers
 You can ask and answer questions and find collaborators

ResearchGate
 People that wish to use the site need to have an email address
at a recognized institution or to be manually confirmed as a
published researcher in order to sign up for an account
 Members of the site each have a user profile.
 You can upload research output including papers, data,
chapters, negative results, patents, research proposals,
methods, presentations, and software source code.
 You may also follow the activities of other users and engage in
discussions with them.
 You are also able to block interactions with other users.
 My experience: very positive!

Why do I convince in future of digital
marketing?
 Mobile marketing strategy:
 The telecommunication world becomes „FLAT”
 The telecommunication world becomes „mobile”
 The telecommunication world moves „on Internet”
 What do we have?
 The telecommunication world with „Flat products and
services on mobile Internet”
 Rmember that when you create your digital marketing
strategy!

Conclusion
 Digital marketing and digital advertising (as a part of digital
marketing) provides enormous opportunities for any company
 Combination of web pages, e-mail advertising, Internet
advertising and social networks advertising are excellent way
for presenting any copmanies to their existing and potential
customers.
 Be careful when you use digital marketing and digital
advertising because there are many rules in these areas
 Carefully choose your digital media mix – it is up to you and up
to your business which parts of digital marketing and digital
advertising you will choose.

And Finally… That’s all folks

Digital Marketing Strategies for the New Era

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