Presentation of a lecture for Masters of Marketing graduates from Sofia University

1. Marketing transformation in
the digital world
A snapshot of the new marketing system

2. First Words
● A new paradigm for the way in which
consumers connect with brands and with
each other
● Exchange of currency, exchange of value
● New Businesses approach - New business
models, Sales, Marketing
● Users are the new Media creators
● Marketing plus Technology = Digital
Marketing
● Everybody is part of Audiences

3. Understanding Digital Marketing

4. ● New Products and Services
● Brand Communication - Customer
Experience, Moderation, Contact centers
● Researches
● Advertising - Native Digital, Part of 360
Communication
● Consumer Demand - Stories, Value providing,
● Design
● Distribution
● Communities
● SoLoMo

5. Digital Marketing Strategy
● Who you are - Mission Statement
● What you are offering
● Why and How
● Target Audience - Digital Persona
● Set SMART Objectives
● Tactics - Models and Channels
● KPIs
● Targets

6. Digital Persona
● Who - Background, Demographics, Identifiers
● What - Goals, Challenges, What we do
● Why - Real Quotes, Common Objections
● How - Marketing Messaging, Elevators Pitch

7. Digital Objectives

8. Tactics
● Web Channels Development and Design
● SEO
● Search Advertising
● Online Advertising
● Affiliate Marketing
● Video Marketing
● Social Media
● Email marketing
● Mobile

9. KPIs
● Traffic - Sessions, Impressions
● Conversions - Bounce rates, Engagement
● Cost Per Click
● Cost per acquisition
● Cost per sale
● Time on website
● Frequency
● Reach - Users, Followers

10. Targets
● Increase Fan base
● Increase Time spent on website
● Increase sales per lead
● Reach 60% from Target audience

11. Websites development
● Channel Purpose - Inform, Show, Educate,
Gather, Convert, Engage, Sell
● Corporate, landing page, media, hub
● UX - Assets, Journey
● Frontend UI- Responsive design, Motion
Elements,
● Backend - CMS - Free, Paid
● Mobile vs. Application
● Native vs. Compilated

12. Content Marketing Strategy
● Engaging Content
● Think Like a Publisher
● Connect via different Online
Platform
● Online Platform specific
Content
● Resource Planning
● Always On Content Planning

13. Content Matrix
● B2C - Entertain -> Inspire
● B2B - Educate -> Convince

14. Understanding SEO
● White Hat SEO
● Black Hat SEO
● SEO knowledge: www.Moz.com
● SEO Tools: www.SEMRush.com;
https://majestic.com

15. Performance Advertising
● Target Audience
● Audience Interests
● Keywords
● Copy
● Cost Per Click
● Cost per Action/ Engagement
● Retargeting
● Landing Page
● UTM Tagging

16. Online Advertising Models
● Cost per click - AdWords, Bing Advertising
● Cost per Engagement/ Action - Social
Networks
● Cost per Miles - Ad Networks
● Branding/ Sponsoring - Premium
Publishers and Content
● Gamification/ User Engagement - Brand
Activation, Loyalty Programs
● Native Advertising

17. Digital PR and ORM
● Brand Publicity Online
● Digital Breadcrumbs
● Google It
● Promoted Content
● Content Distribution Networks
● Forums and Social Media Reactions
● Google Trends
● Listening Platforms
● Klout, Social Mentioning, SocialBakers

18. Affiliate Marketing

19. Video Marketing
● Video Generation
● Viral Videos
● The New TV Platform
● VOD vs. Streaming
● Free vs. Paid Videos

20. Social Media Channels
● General - Facebook, Twitter, Google Plus
● Professional - LinkedIn
● Location based
● Social Recommendation - Quora, Reddit,
Delicious, StumbeUpon, Pocket,
● Video - Youtube, Vimeo
● Photo - Pinterest, Instagram
● Music - Spotify, Apple Music, 8tracks

21. Email Marketing
● SPAM
● Segmentation
● Planning and Setup
● HTML and test
● Results
● Automation
● Mailchimp

22. Mobile Marketing
● SMS
● MMS
● Wifi or Bluetooth
● IM
● QR Codes
● Automated Voice Messages
● Augment Reality
● iBeacons

23. Advocacy Marketing
● Social Media Influencers
● Brand Advocacy
● Thought Leaders

24. Data Analytics
● Big Data
● Measure Trends
● Focus on Patterns
● Investigate Anomalies

25. Tracking
● Cookie-based tracking
● Server-based tracking - very useful for
tracking mobile visitors
● Universal Analytics
● Building-block terms – Hit, Page, Pageviews,
Visits, UV
● Visit Characteristic – Entry Page, Landing
Page, Exit Page, Visit Duration, Referrer, CTR,
Pageviews per visit,
● Google Analytics

26. Conversion Optimization
1. Gather data
2. Analyse data
3. Fix anything that’s broken
4. Design tests
5. Run A/B tests
6. Report and repeat

27. Trends
● IoT
● Bots
● Customer Experience
● Digital Nomading
● Enterprise embrace Crowdsourcing
● SAAS Business Systems
● Automation
● Apple, Google, Facebook and
Amazon based business
● Personalization

28. Resources
● Free templates for Startup Business: https://xtensio.com/
● Think with Google: https://www.thinkwithgoogle.com/
● Digital Marketing knowledge: http://certification.hubspot.com/inbound-
certification
● Essential tools for Digital Marketing: https://www.searchenginejournal.com/101-
tools-grow-business-2016/147052
● Youtube Creator Academy: https://creatoracademy.withgoogle.
com/creatoracademy/page/education
● Customer Loyalty Programs Fundamentals: https://selfstartr.com/customer-
loyalty-programs/

30. Thank you!
Milen Yankulov
https://bg.linkedin.com/in/milenyankulov