A work-in-progress deck that describes digital marketing landscape. Information in this deck are pulled from various sources.

1. Digital Marketing
Handbook
WIP
Ng Yee Jie

2. Digital Marketing Overview
Online
● Search engine optimization (SEO)
● Search engine marketing (SEM)
● Content marketing
● Social Media Marketing (SMM)
● Pay-per-click advertising (PPC)
● Affiliate marketing
● Email marketing
Offline
● Enhanced offline marketing
● Radio marketing
● Television marketing
● Phone marketing
In 2016, the average firm was expected to allocate 30% of their marketing
budget to online, this rate is expected to grow to 35% by 2019

3. Print, radio, and television were expected to see a net decrease in total marketing investments.

4. Content Marketing Content
According to the Content Marketing Institute, content marketing is defined as:
… a strategic marketing approach focused on creating and distributing
valuable, relevant and consistent content to attract and retain a
clearly-defined audience — and, ultimately, to drive profitable customer
action
It means that content marketing is a long-term strategy, based on building a
strong relationship with your customers, by giving them valuable content that
is highly relevant to them on a consistent basis.

5. Content Marketing Statistics
Content marketing software market is expected to grow to more than $32.3 billion in 2018. It will be one of
the fastest-growing areas in high tech, with a compound annual growth rate (CAGR) of 12.4%.
Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.
88% of all brands use content marketing.
25% of marketing budgets spent on content marketing in 2012. 39% in 2014.
80% of B2B marketers have a content marketing strategy. (32% documented, 48% not documented).
Content segmentation: By Product/Service Category (53%); By Buyer Persona (40%); By Vertical (35%); By
Stage in Buying Cycle (32%); By Pain Point (28%).
95% of B2B buyers are willing to consider vendor-related content as trustworthy.

6. 160

7. Challenges
1. Lack of Time/Bandwidth to
Create Content (51%)
2. Producing Enough Content
Variety/Volume (50%)
3. Producing Truly Engaging
Content (42%)
4. Measuring Content Effectiveness
(38%)
5. Developing Consistent Content
Strategy (34%)
Goals
1. Lead Generation (59%)
2. Thought Leadership/Market
Education (43%)
3. Brand Awareness (40%)

8. B2B Marketers Pain Points