Digital Marketing Superhero Short Course

WELCOME TO LESSON ONE This week is a general introduction into the

world of digital marketing. Enjoy learning new things and discovering a world of new

possibilities.

“Digital marketing also known as internet marketing and online marketing, uses internet technologies to deliver promotional marketing messages to consumers.”

WHAT IS DIGITAL MARKETING?

GOOGLE TRENDS COMPARING DIGITAL MARKETING WITH

EMARKETING AND INTERNET MARKETING

GRAPH: Interest over time. Web Search. United Kingdom, 2004 - present.

Digital Marketing uses the following deliverables to communicate with customers in a digital format: • Social Media Marketing • Online Advertising • Search Engine Optimisation (SEO) • Search Engine Marketing (SEM) • Email Marketing • Website • Mobile Marketing • Viral Marketing

WHAT IS DIGITAL MARKETING?

• Definition: Social media marketing involves businesses communicating with consumers in a social environment.

• Purpose: To have the intended audience share, connect and engage with the business in a social environment.

• Cost: Relatively inexpensive but requires effort.

SOCIAL MEDIA MARKETING

SOCIAL MEDIA MARKETING - INFOGRAPHIC

INFOGRAPHIC: What happens online in 60 seconds | Business Insider. 2015.

• Definition: Advertising your services and products through online channels such as websites and social media.

• Purpose: To generate leads and convert leads to sales through online advertising.

• Cost: Depends on budget, but is generally based on impressions or click throughs.

ONLINE ADVERTISING

ONLINE ADVERTISING - EXAMPLE

IMAGE: News.com.au Homepage | News.com.au. 2015.

• Definition: Using on page and off page optimisation techniques to organically build traffic to your website.

• Purpose: Having your website rank higher than competitors so that traffic will be generated to it.

• Cost: Depends on budget and the complexity of the website.

SEARCH ENGINE OPTIMISATION

SEARCH ENGINE OPTIMISATION - EXAMPLE

INFOGRAPHIC: The Periodic Table Of SEO Success Factors. 2015. The Periodic Table Of SEO Success Factors.

• Definition: Using specific keywords to generate paid traffic to your website such as Google adwords.

• Purpose: To increase the chance of your website being visited.

• Cost: Depends on budget. Generally based on cost per click (only pay what is clicked on).

SEARCH ENGINE MARKETING

SEO VS SEM - EXAMPLE

IMAGE: FSC Interactive (2015) You Know About SEO, But What is SEM?

• Definition: The most important aspect of Digital Marketing. Your website is how you are SEEN online.

• Purpose: To provide an online avenue for enquiries and to generate sales.

• Cost: Depends on budget and the complexity of the website.

WEBSITE

WEBSITE DESIGN - EXAMPLE

IMAGE: Big Softies Homepage: www.bigsofties.com.au

• Definition: The ability to access content whilst on the move.

• Purpose: To reach your intended audience whilst on the move.

• Cost: Depends on budget and the complexity of the website.

MOBILE MARKETING

MOBILE MARKETING - STATISTICS

GRAPH: Smart Insights. 2015. Mobile marketing statistics 2015.

• Definition: The holy grail of Digital Marketing. Audio/visual content being seen by large numbers of individuals.

• Objective: To gain publicity. • Purpose: To generate publicity to gain leads and

sales. • Cost: Varies.

VIRAL MARKETING

VIRAL MARKETING - EXAMPLE

VIDEO: Ubisoft. 2014. AMAZING STREET HACK - YouTube.

• Definition: An email to your contact database. • Purpose: To build loyalty, increase sales and

generate repeat purchases. • Cost: Varies.

EMAIL MARKETING

• 21% of email recipients, consider opt-in emails as spam.

• 35% of email recipients open an email, based solely on the subject line.

• 84% of people 18-34 use an email preview pane. • 35% of business professionals check email on

mobile devices. • 44% of email recipients have purchased products

they saw first in an email marketing campaign.

EMAIL MARKETING - FACTS

EMAIL MARKETING CAMPAIGN - EXAMPLE

IMAGE: MailChimp. 2015. Look What You Can Do.

Offline marketing relates to any aspect that does not involve a digital element:

• Print advertising (major/local press, magazines).

• Radio and TV advertising. • Billboard advertising. • Promotional items (pens, stationary, gifts). • Printed material (such as pull-up banners).

OFFLINE MARKETING

Online Marketing has the following advantages over offline (traditional marketing):

• It’s measurable. • It’s generally more cost-effective. • It generally allows for better targeting.

However, offline marketing has its benefits too. In particular its ability to generally reach a large number of individuals (i.e. radio/TV). Often the best strategy includes both digital and traditional marketing elements.

OFFLINE VS ONLINE MARKETING

• Slide 4:

Smart Insights. 2015. Definitions of Emarketing vs Internet vs Digital marketing. [ONLINE] Available at:http://www.smartinsights.com/digital-marketing-strategy/online-marketing-mix/definitions-of-emarketing-vs-internet-vs-digital-marketing/.

• Slide 6

INFOGRAPHIC: What happens online in 60 seconds | Business Insider. 2015. INFOGRAPHIC: What happens online in 60 seconds | Business Insider. [ONLINE] Available at:http://www.businessinsider.com.au/infographic-what-happens-online-in-60-seconds-2015-5.

• Slide 8

News.com.au | News Online from Australia and the World. 2015. News.com.au | News Online from Australia and the World. [ONLINE] Available at: http://www.news.com.au/.

REFERENCES

• Slide 10

The Periodic Table Of SEO Success Factors. 2015. The Periodic Table Of SEO Success Factors. [ONLINE] Available at: http://searchengineland.com/seotable.

• Slide 12

FSC Interactive. 2015. You Know About SEO, But What is SEM?[ONLINE] Available at: http://www.fscinteractive.com/

• Slide 14

The Actors Process - Go behind the curtain. 2015. The Actors Process - Go behind the curtain. [ONLINE] Available at: http://theactorsprocess.tv/

REFERENCES

• Slide 16

Smart Insights. 2015. Mobile marketing statistics 2015. [ONLINE] Available at: http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics

• Slide 18

Ubisoft. 2014. AMAZING STREET HACK - YouTube. [ONLINE] Available at: https://www.youtube.com/watch?v=1hpU_Neg1KA.

• Slide 21

MailChimp. 2015. Look What You Can Do. [ONLINE] Available at: http://inspiration.mailchimp.com/#all.

REFERENCES

Thank you for paying attention!