Digital Marketing Mixture Overview

DIGITAL
MARKETING
Lukasz Zelezny
Lukasz ZeleznyRIBA / Architecture.com1|

DIGITAL MARKETING
Digital Marketing Mixture
LUKASZ ZELEZNYRIBA/ Architecture.com2|

DIGITAL MARKETING

More affordable than traditional marketing
Because of number of consumers
Easier to track results
WHY IS IMPORTANT?
DIGITAL MARKETING
Overall
PRESENTER NAMECOMPANY NAME4|

Cost
Audience
Immediacy
Tracking
WHY IS DIFFERENT TO OTHER FORMS OF MARKETING?
DIGITAL MARKETING
Overall
PRESENTER NAMECOMPANY NAME5|

DIGITAL ARCHITECTURE

SEARCH ENGINE OPTIMIZATION (SEO)
Organic Search
Search engine optimization (SEO) is the process of affecting the visibility of a
website or a web page in a search engine's "natural" or un-paid ("organic")
search results. In general, the earlier (or higher ranked on the search results
page), and more frequently a site appears in the search results list, the more
visitors it will receive from the search engine's users.
SEO may target different kinds of search, including image search, local
search, video search, academic search, news search and industry-specific
vertical search engines.

Organic Search

Organic Search
On Page SEO: Refers to website implementation strategies to optimize position
of a website in search results of particular words or phases
Off Page SEO: Refers to optimization strategies outside of your website’s design
such as link building with authoritative sites with relevant content

Organic Search

Tools

Tools
Pros Cons
SEO - Traffic is cheaper
- ROI is higher
- Positions are
sustainable
- Broader reach than
PPC
- Takes long time to
build
- Less targeted than
PPC
- Google algorithm
change often
- To receive traffic
website needs to be at
1st page of results

PAY PER CLICK (PPC)
Overall

PAY PER CLICK (PPC)
Overall
Pay per click (PPC) (also called cost per click) is an internet advertising model
used to direct traffic to websites, in which advertisers pay the publisher
(typically a website owner) when the ad is clicked. It is defined simply as “the
amount spent to get an advertisement clicked.”[1]

PAY PER CLICK (PPC)
Organic Search

PAY PER CLICK (PPC)
Organic Search
Pros Cons
Pay Per Click - Fast to setup
- Data received
almost real time
- Easy to learn
- Full control of
targeting and
display
- Can be switched
on/off immediately
- Google rewards
relevance
- May cost a lot and
spend money
quickly
- Lots to learn to
master
- No demographic
targeting

SEO & PAY PER CLICK (PPC)
Organic Search & Paid Search

Organic Search

Return on Ad Spend (ROAS) / Return of Investment (ROI)
Most advertisers talk about ROI and ROAS.
ROAS is simply PPC revenue minus PPC cost, divided by PPC cost.
It’s can be represented as a percentage.
For example:
- You paid £5,000 for PPC click costs
- Monthly revenue from PPC is £20,000
- Monthly profit from PPC is £15,000
ROAS = (£20,000 revenue / £5,000 PPC cost) = 400%
ROI = (£20,000 revenue – £5,000 PPC cost) / £5000 = 300%

SOCIAL MEDIA

SOCIAL MEDIA
Social media is the interaction among people in which they create, share or
exchange information and ideas in virtual communities and networks.

SOCIAL MEDIA

SOCIAL MEDIA
WORLD POPULATION:
1. China
2. India
3. Facebook
4. Tencent
5. Whatsapp
6. United State
7. Google+
8. Indonesia
9. Linkedin
10.Twitter

SOCIAL MEDIA
Pros Cons
YouTube - Visual presentation
- Search friendly
- Large community
- Access from almost all of devices
- Difficult to communicate
beyond video
Twitter - Short form (140 characters)
- Access from almost all of devices
- Can send users to website
- Direct communication
- Must be continually
present
- Must build own audience
- Risk of public complains
from potential / existing
customers
Facebook - Large audience
- User engagement
- Content rich
- No need to visit company
website
- Must be continually
present
Linkedin - Doesn’t require constant
presence
- Useful for sales leads
- Considered for job hunters

AFFILIATE MARKETING

AFFILIATE MARKETING
Affiliate marketing is a type of performance-based marketing in which a
business rewards one or more affiliates for each visitor or customer
brought by the affiliate's own marketing efforts. The industry has four
core players: the merchant (also known as 'retailer' or 'brand'), the
network (that contains offers for the affiliate to choose from and also
takes care of the payments), the publisher (also known as 'the affiliate'),
and the customer.
The market has grown in complexity, resulting in the emergence of a
secondary tier of players, including affiliate management agencies,
super-affiliates and specialized third party vendors.

AFFILIATE MARKETING
The
Customer
The
Publisher
The
Merchant
The
Network £

AFFILIATE MARKETING
Pros Cons
Affiliate Marketing - No product cost
- Low start up cost
- No order to process
- Part-time or fulltime
- No customer service
- Less profit
- Content
- High competition
- Pay per sale
- Middlemen

EMAIL

EMAIL
Electronic marketing is directly marketing a commercial message to a
group of people using email. In its broadest sense, every email sent to
a potential or current customer could be considered email marketing.

EMAIL
Collect emails of your potential customers

EMAIL
Sent
Delivered
Opened
Clicked
Converted

DISPLAY

DISPLAY
Display advertising also appears on the Internet, as a form of online
advertising. Display advertising appears on web pages in many forms,
including web banners. Banner ad standards continue to evolve.

DISPLAY

DISPLAY
Pros Cons
DISPLAY - Easy to setup
- Immediate switch
on/off
- Intrusive
- Low CTR

YOUR
WEBSITE
Lukasz Zelezny
Lukasz ZeleznyRIBA / Architecture.com48|

YOUR WEBSITE

CMS

CMS
Pros Cons
CMS - SEO friendly
- Edit content by
yourself whenever
you want
- Security
- Premade, built-in
functions
- Ready to install Plug-
ins / components /
extensions
- Tons of ready to use
layouts
- Need to be
frequently updated
because of security
issue

LAYOUT & UX

LAYOUT & UX
Pros Cons
LAYOUT & UX - Affordable
- Responsive
- Easy to install
- Optimized
- Few websites may
run under the same
layout

LAYOUT & UX

LAYOUT & UX
Nav bar
Contact
Form
Phone
number

CONTENT

TRACKING

THANK YOU!

Digital Marketing Mixture Overview

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