Upload
vannhu
View
218
Download
0
Embed Size (px)
Citation preview
Contents
• Why (inbound) digital marketing
• Search Engine Optimization (SEO)
• Social Media Marketing (SMM)
• Search Engine Advertising (SEA)
• Conversion optimization
• Mobile
• Online shopping
2 / 32 Copyright©2017 JK Song
www.nitaro.net
Self introduction
• Digital marketing consultant > 5 years
• Customers
– Agencies: GPJ, RBBi, Gravytrain
– Medidata
– Dutch public broadcasting
– Startups
– Blockchains
– SMEs
• Work
– Dell Corporate Sales Trainee
– LG Display Product Marketing team
• Education
– Global MBA Dongguk University
– BBA marketing Hanze University
3 / 32 Copyright©2017 JK Song
www.nitaro.net
Outbound vs. Inbound
http://www.parkarbuzz.com/inbound-marketing-vs-outbound-marketing/ 4 / 32 Copyright©2017 JK Song
www.nitaro.net
Why inbound digital marketing
• More leads
• Lower cost
• Higher conversion
• More revenue
• Effective and precise targeting
• Earns people’s trust
5 / 32 Copyright©2017 JK Song
www.nitaro.net
More leads
Copyright©2017 JK Song
www.nitaro.net 6 / 32
http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/
Lower cost
http://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf 7 / 32
Copyright©2017 JK Song
www.nitaro.net
Higher conversion
http://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf 8 / 32
Copyright©2017 JK Song
www.nitaro.net
More revenue
… “highly digitally engaged SMEs, or those
that make the most use of online tools
like websites, online marketing, and
social media are 2.8 times more likely to
enjoy revenue growth than companies that
do not engage in similar strategies.”
http://ipsoshk.com/wp-content/uploads/sites/2/2014/03/HK2013SMBStudyGooglegramENG_PR.pdf
9 / 32 Copyright©2017 JK Song
www.nitaro.net
Earn people’s trust
https://www.setalks.com/wp-content/uploads/2017/05/inbound-marketing-methology-tactics.png
11 / 32 Copyright©2017 JK Song
www.nitaro.net
Naver vs. Google vs. Daum
• Mobile / tablet
Copyright©2017 JK Song
www.nitaro.net 13 of 30
Nitaro.net
SEO
• Elements to optimize
1. Page titles
2. Meta descriptions
3. Headings
4. Images
5. URL structure
• Mobile friendly
• No link spam / spamdexing
Copyright©2017 JK Song
www.nitaro.net 14 / 32
Google / Naver Analytics
Data analytics
Website analytics
Copyright©2017 JK Song
www.nitaro.net 16 / 32
Content marketing
• Unique & shareable content
• “Natural links to your site develop […]
when other sites find your content
valuable and think it would be helpful for
their visitors.”
17 / 32 Copyright©2017 JK Song
www.nitaro.net https://support.google.com/webmasters/answer/40349?hl=en
http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/
Blogging
• Copy writer?
Copyright©2017 JK Song
www.nitaro.net 18 / 32
http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/
Social Media Marketing
• YouTube
• Snap / Snow
• KakaoTalk
• Band
19 / 32 Copyright©2017 JK Song
www.nitaro.net
http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/
Google Play SNS apps (Nov ‘17)
1. Band
2. Instagram
3. Facebook
4. Naver Cafe
5. KakaoStory
6. Coinpan
7. Tumblr
8. Daum Cafe
9. Birdletter
10. Naver Blog
Note: Google Play does not count KakaoTalk or YouTube as social media. Android has roughly 71% market share vs. 28% iOS. There is a Korean “One Store” run by telecom companies and Naver that competes with Google Play and App Store, however. It has a 39% market share.
Copyright©2017 JK Song
www.nitaro.net 21 / 32
Leads by social network
Copyright©2017 JK Song
www.nitaro.net 22 / 32
http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/
Facebook Ads Audiences
• Audience Insights
• Custom Audiences
• Lookalike Audiences
• Remarketing / retargeting
Copyright©2017 JK Song
www.nitaro.net 23 / 32
Conversion optimization
Copyright©2017 JK Song
www.nitaro.net 26 / 32
https://www.gwebpro.com/how-to-get-expected-conversions-landing-page-optimization-tricks/
Conversion optimization
• Testimonials
• Copywriting
• Related offers
• Test with e.g. Hotjar (free heatmaps)
Copyright©2017 JK Song
www.nitaro.net 27 / 32
https://www.crazyegg.com/blog/landing-page-optimization-cheat-sheet/
Landing pages
– A/B testing
Copyright©2017 JK Song
www.nitaro.net 28 / 32 https://unbounce.com/a-b-testing/shocking-results/
Increased
Leads
by
368.5%
Automation
• IFTTT
• Zapier
• Hootsuite
• Buffer
• Hubspot
• Etc.
Copyright©2017 JK Song
www.nitaro.net 32 / 32
Online shopping
• Korea has world’s highest online shopping
rate
• Almost half of purchases are done via mobile
• “81% of Koreans […] have used online
shopping”
http://www.nitaro.net/2017/03/digital-marketing-in-korea-online.html 33 / 32
Copyright©2017 JK Song
www.nitaro.net
Abbreviations
• CTA call to action
• CPL cost per lead
• CTR click-through-rate
• CPC cost per click
• CPM cost-per-thousand impressions
• PPC pay-per-click
• ROI return on investment
Copyright©2017 JK Song
www.nitaro.net 36
Higher conversion
Copyright©2017 JK Song
www.nitaro.net 38
http://www.slicktext.com/blog/2013/05/the-digital-marketing-
trio-of-2013-infographic/
Content marketing
Copyright©2017 JK Song
www.nitaro.net 39
http://www.slicktext.com/blog/2013/05/the-digital-marketing-
trio-of-2013-infographic/
Content marketing
Copyright©2017 JK Song
www.nitaro.net 40
http://www.slicktext.com/blog/2013/05/the-digital-marketing-
trio-of-2013-infographic/
Text messages
Email marketing
Copyright©2017 JK Song
www.nitaro.net 41
http://www.slicktext.com/blog/2013/05/the-digital-marketing-
trio-of-2013-infographic/