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Introduction to digital marketing - mylivpro

  2.  What is Digital Marketing?  Framework of Digital Marketing  Digital Marketing Strategy  Market Research  Content Marketing Strategy  User Experience Design  Web Development and Design  Writing for Digital
  3.  Customer Relationship Management  Search Engine Optimization  Search Advertising  Online Advertising  Affiliate Marketing  Video Marketing  Social Media Channels  Social Media Strategy
  4.  Email Marketing  Mobile Marketing  Data Analytics  Conversion Optimization
  5. Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. Digital marketing is powerful in two fundamental ways. 1. The audience can be segmented very precisely. 2. The digital sphere is almost completely measurable.
  6.  Crowd Sourcing  Crowd Funding  Micro tasking
  7.  API  Cluetrain Manifesto  Market Share  Metric  ORM  PPC  ROI  RSS  SEO  SMS  SOAP  Strategy  Tactic  WebPR  XML
  8. One-line summary: Nike transformed its marketing strategy by embracing key digital strategies such as data analytics, social engagement and storytelling. One of the outcomes : Nike share prices rose by 120% between 2010 and 2012 – an important consideration, since every business aims to make money, after all.
  9.  The Internet is built for research  Key concepts: ◦ • Research methodology ◦ • Qualitative and quantitative data ◦ • Primary and secondary research ◦ • Sampling
  10.  Bounce Rate  Data  Focus Group  Hypothesis  Listening Lab  Ethonography  ORM  Primary/Secondary Research  Qualitative/Quantitati ve Data  RSS  Research Community  Sample Size  Sentiment  Significance
  11. “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action (Content Marketing Institute, 2013).”
  12.  Content components ◦ • Substance: Who are you trying to reach, and why? ◦ • Structure: Where is your content? How is it organised? How do people find your content?  People components ◦ • Workflow: How does your content happen? ◦ • Governance: Politics, guidelines and standards (Halvorson, 2010).
  13. An always-on-content strategy approach builds relationships and engagement.
  14. One-line summary: Coca-Cola develops a content strategy in order to double sales by 2020 and redefine their business Use of storytelling
  15.  Above the fold  Accessibility  Breadcrumbs  CTA  Content Audit  Content Strategy  Convention  Conversion  Credibility  Information Architecture  Navigation  Prototype  Responsive Design  Sitemap  Usability  UCD  UXD  UI  Wireframe
  16.  Alt text  Common page elements  Dpi  Flash  HTML  HTML5  Informative Architecture  Landing Page  Meta data  Native Mobile Application  Robots.txt  SERP  URL  Web Application Framework  W3C  Web Server
  17. I don’t like coding and I haven’t learn coding!! BUT I have designed my website myself!!
  18.  Customer  Customer – centric  Customer – driven  CLV  CRM  Data  Data Mining  KPI  Model  Metric  Prospect  Stakeholder
  19. As you can see, a good CRM strategy turns strangers into customers, customers into friends, and friends into advocates for your business.
  20.  They used traditional CRM  Problem – ◦ • Human error in recording in customer details ◦ • Individual records being kept within different divisions  Solution and Result – ◦ Oracle Integrated CRM ERP system ◦ • More efficient sales management ◦ • Speedier quotations ◦ • Improved approvals processes
  21. “Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results.”
  22.  Alt text  Anchor text  ASO  Back link  Canonical  Domain Name  Flash  Heading Tags  Home Page  IP  Keywords  Key phrase  Landing page  Link bait  Meta tag  PageRank  XML Sitemap
  23. Ensure that you create remarkable, valuable content that people want to link to.
  24.  Avoid hidden text or hidden links.  Don’t use cloaking or sneaky redirects.  Don’t send automated queries to Google.  Don’t load pages with irrelevant keywords.  Don’t create multiple pages, subdomains, or domains with substantially duplicated content.  Don’t create pages that include malicious behaviours such as phishing  or installing viruses, trojans, or other malware.
  25.  Don’t create pages that include malicious behaviors such as phishing or installing viruses, Trojans, or other malware.  Avoid ‘doorway’ pages created just for search engines or other ‘cookie cutter’ approaches, such as affiliate programs with little or no original content. If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.  Avoid link farms and focus on attracting quality, valuable links.
  26. “Search advertising, also called pay-per- click (PPC) advertising, is a way to advertise your business or product directly on search engine results pages, where the advertiser pays only for each click on their advert.”
  27.  Clickthrough  CTR  Conversion Rate  CPA  CPC  Google Adwords  Impression  Organic Result  Paid Search ads  Quality Score  ROI  Search term  SERP  Sponsored Result
  28. “Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned to ad blocking for a variety of reasons.”
  29.  Building brand awareness  Creating demand  Satisfying demand  Driving direct response and sales
  30.  • Premium booked media  • Advertising networks  • Advertising exchanges  • Social media advertising placements  • Mobile advertising  • Ad servers
  31. Keep track of your advertising
  32. “A marketing arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals.”
  33.  Affiliate  Commision  Cookie  CPA  CPC  CPL  Merchant  Referrer  Revenue share  Session  Traffic  URL  XML
  34. For example, here is the URL of a product on a retailer’s website: Here is the URL for the same product, but with affiliate tracking: chantID=214&programmeID=3897&mediaID=0&tracking=cube_ world&url= on=product&pid=1201&usg=AFQjCNGdHpzAasCefzDnyUBPxnag xqzvTA You can see some of the information being recorded. It has been shown in bold in the URL: • The affiliate network – Affiliate Future • The ID of the affiliate (238) • The ID of the merchant (214) • The ID of the programme (3897) (a merchant may have more than one programme on a network) • The media used (0) • The destination of the click
  35.  Videos are powerful because they can have a strong emotional effect on viewers – it’s no secret that funny, shocking, amazing and inspirational videos do particularly well online.  Its cheap and easy.  To get started with making video marketing content, you will need: ◦ A camera. ◦ A microphone ◦ Video editing software
  36.  Video content include: ◦ How-to guides and tutorials ◦ Conference talks ◦ idea presentations ◦ Valuable industry updates ◦ Educational lectures ◦ Product reviews and advice ◦ Entertainment  Video ads: These are simply adverts that are filmed and formatted for online use. These can be existing TV commercials that are shared online, or custom ads made specifically for the web.
  37. This means that the content spreads from person to person through the web at a very high rate, attracting an exponentially growing audience as it gains popularity. The key to this viral effect is social media, where each user is connected to a wide network of others and can easily share content with their friends.
  38. No body knows the exact recipe, but we’ll try our best : ◦ Address a currently trending topic. ◦ Make it enticing. ◦ Make it remarkable. ◦ Make it unique. ◦ Make it shareable. ◦ Make it short.
  39.  Identifying your audience  Planning and concept  Producing the video  Choosing and uploading to platform  Optimising ◦ Video title is very important. ◦ Use informative, long descriptions. ◦ Use the tags to input several keywords. ◦ Encourage comments, subscriptions, ratings, embedding and sharing. ◦ Optimise the thumbnail. ◦ Use annotations ◦ Upload videos regularly
  40.  Social media can be used strategically in a number of marketing and communication challenges: ◦ • Communication and outreach ◦ • Community management ◦ • Support and customer service ◦ • Reputation management ◦ • Advertising and awareness ◦ • Sales and lead generation ◦ • Search engine optimisation ◦ • Insights and research
  41.  3G  AR(Augmented Reality)  CSC  Geo targeting  MMS  QR Code  USSD  WAP  WiFi
  42.  Summary - Carling Black Label engaged soccer fans with an innovative and successful mobile campaign tailored for feature phones.  Problem - Carling Black Label, a well-known South African beer brand, wanted to engage its market in an unprecedented way. The target market they wanted to reach had a low Internet penetration rate, but had a high rate of mobile access. They knew that many Black Label drinkers are also passionate soccer fans – who, like all fans around the world, thought that perhaps they could do a good job at coaching their favourite team, Kaiser Chiefs.
  43.  Results of Digital Marketing – Over seven weeks of voting, the campaign created intense discussion among fans, players, coaches and journalists. It also garnered some incredibly impressive results: • Fans voted more than 10.5 million times over the seven-week voting period. • A record 85 000 tickets to the game were sold, and millions more watched from home. • The Facebook and Twitter accounts grew by 450% and 600% respectively. • The equivalent PR value of all this attention came in at over R83 million. • The mobile site had 31 088 visitors (18 405 of these were unique), and users visited 6.97 pages on average, with an average time on site of 5 minutes 30 seconds. On the day of the game, rival team Orlando Pirates won, but the fans did get to “Be the Coach” for Kaiser Chiefs (Ogilvy & Mather South Africa, n.d.)
  44.  Big Data  Data Mining
  45. Thanks a lot! Leave your comments below! For queries –

Hinweis der Redaktion

  1. For Coca-Cola, for example, consumer interests filtered through the brand essence of ‘Coke brings joy’ could result in the following pillars: • Friendship • Sharing is caring • Spreading smiles.
  2. You will learn: • Why video marketing is such a powerful, versatile and effective marketing channel online • How successful online videos are produced, step by step • Paid, earned and owned methods of promoting your online video
  3. Why Video?? Video content helps you connect with your audience, creating an experience and encouraging engagement.
  4. “Interestingly, the second largest search engine was in fact YouTube, the popular video-sharing website. This indicates that people are turning to YouTube with precise, intent-driven behaviour: they’re not just browsing randomly or waiting for a link to land in their inbox. YouTube boasts over 1 billion unique users per month (YouTube, 2013)” “According to YouTube, there are more than four billion hours of video viewed each month on its website, while every minute, 100 hours of video are uploaded (YouTube, 2013).”