DIGITAL MARKETING

WHAT IS DIGITAL MARKETING?

Digital marketing is an umbrella term for the

targeted, measurable, and interactive marketing of

products or services. Reach and convert leads into

customers and retain them.

It mainly use the Internet as a core promotional

medium, in addition to mobile and traditional TV

and radio.

19%43%

56%

26%

81%

58%

36%

38%88%

51%

33%

69%

NORTHAMERICA

WESTEUROPE

EAST EUROPE

CENTRALAMERICA MIDDLE

EAST SOUTH ASIA

SOUTH EASTASIA

OCEANA

EASTASIA

CENRAL ASIA

AFRICASOUTH AMERICA

GLOBAL AVERAGE: 42%

INTERNET USERS PENETRATION WORLD WIDE

Sources: InternetLiveStats Q1 2015, InternetWorldStats Q1 2015, Wikipedia for Population data.

The Evolution of Internet

Internet ofCONTENT Internet of

THINGS

IoT

Pre-Internet

H2H

Internet of PEOPLE

SocialWeb

Internet of Content

WWW

Internet ofSERVICES

£

$Web2.0

GLOBAL DIGITALSNAPSHOT

Sources: Wikipedia, InternetLiveStats, InternetWorldStats, Facebook, GSMA Intel.

TOTAL POPULATION

7.210BILLION

URBANISATION: 53%

ACTIVEINTERNET USERS

3.010BILLION

PENETRATION: 42%

ACTIVESOCIAL MEDIA

ACCOUNTS

2.078BILLION

PENETRATION: 29%

UNIQUEMOBILE USERS

3.649BILLIONPENETRATION: 51%

ACTIVE MOBILE SOCIAL ACCOUNTS

1.685BILLION

PENETRATION: 23%

Setting up your goals& Strategy

For example, if your goal is to increase sales by 15%, estimate how much you are willing to pay for that result and how that will affect your budgeting and marketing options in the future.

Your SEO needs will vary depending on where you are with SEO today, the size of your site, your competition, and your goals.

Competitors

More at http://www-304.ibm.com/partnerworld/gsd/showsrchp.do?cd=BPAS&name=Business%20Analytics#v%3D%2B1%26q%3D%26filter%3DGSD.CountryRegion%3AUS

Being an IBM Premium Partner will have to ensure that its current website design and content aligns strongly with its business objectives

As IBM Says:

12

3

Your SEO needs will vary depending on:

• Where you are with SEO today • Your competition • Size of your site• Your goals

Lead GenerationSEO & CRO

http://terbia.net/

CustomerAnalyticsExperience

JourneyDesign

TWO INTERNET STRATEGY BASICS

Get Visitors to Exhibit Desired Behavior

(Visit Retail Store; purchase online; AccessCustomer Service/Support)

Get Targets to Visit your Website

1 2

Know your customer inside out

How old is your customer?Where does your customer live?What is the population of your customer base?What is their education level?What is their income level?What are your customers’ pain points?

•Shopping Cart – e.g. Shopify, Volusion•Payment Processor – e.g. Stripe, Paypal•Fulfillment Center – e.g. Amazon, Shipwire•Social Media Planning – e.g. Buffer, Hootsuite•Accounting – e.g. Quicken, Xero•Newsletter – e.g. Mailchimp•Customer Loyalty Programs

Pay-per-click This typically involves using Google Shopping campaigns and managing a product data feed.

Affiliate sale networks Allowing other blogs and websites to sell your product for a cut of the revenue.

Social media Which is your strategy for social media and where will you dedicate your attention?

Search Engine Optimization – Create and promote awesome content so people find your product organically through search.

Conversion Rate Optimization - CROHow will you persuade people to buy your product once they get to your site?

Blogger networks – Could be organic or paid through affiliate sale programs.Develop a list of the key bloggers in your product category. this might be an influencer that blogs about the best cloud Solutions & technologies.

OBJECTIVESSocial Media Marketing

• Raise Awareness of Your Brand• Gain insight into a community of interest• Website Traffic• Website Visitor Loyalty• Conversion Rates

AUDITING

Existing Content Repurpose Existing Content as

News Releases Rewrite in conversational tone and post on blog

Video of CEO annual meeting speech • Post video on Youtube• Convert audio to MP3 for downloadable podcast• Transcribe speech and post on blog

Customer Case Studies • Create PowerPoint and post on SlideShare• Record PowerPoint with voiceover as video and post on

Youtube• Post video (YouTube embed code) on blog

PowerPoint Presentations • Record with Voiceover as video and post on Youtube• Convert audio to MP3 for downloadable podcast• Rewrite in conversational tone and post on blog

Self-published Articles • Rewrite in conversational tone and post as a blog series• Record audio to MP3 for downloadable podcast

REPURPOSING&

o Each piece of content should be created with a goal in mind o The goal should drive the design and topico Incorporate user-generated contento Develop original contento Educate new prospects - don’t sell themo Do not choose formats by defaulto Write to your ideal customer

MOREONCONTENT

TRACKING

Tier 1. Creator-level metrics

o Traffic: Page views, unique visitors, bounce rate, time spent.

o Source: Referring sites, visitor demographics, inbound search keywords.

o Sharing: Re-Tweets, shares

Tier 2. Manager-level metrics

o Lead volume generated.

o Lead quality.

o Cost-per-lead.

o Conversion rate (for email opt-in, downloads, etc.).

o Market share, awareness, qualitative feedback

Tier 3. Director-level Metrics

o Revenue.

o Costs.

o ROI.

o Customer lifetime value.

o Related areas.

GOALS

KEY SUCCESSo Make it easy for customers to do business with you

o Focus on the end customer for your products and services

o Redesign your customer-facing business processes from the end customer’s point of view

o Wire your company for profit: Design a comprehensive, evolving electronic business architecture

o Foster customer loyalty, the key to profitability in electronic commerce

FACTORS

KEYo Don’t completely redesign a business to become an e-business.

o Don’t suspend good project management rules in the name of e-business.

o Don’t assume technology can do all the heavy lifting in e-business implementation.

o Don’t focus solely on current customers for e-business.

o Stay alert for new competition.

DANGERS

DiscoveryBrand

Development TestingContent Creation Maint.

& Improv.Navigation Beta Launch Launch

How we do it:Low RiskAgile Web Development

Why Every Business Needs ADigital Marketing Strategy?

Formulating your digital marketing strategy is the first step towards understanding how your business can benefit from new marketing techniques, how it can impact on the relationship between your business and your customers, and help you to reach new customers online.

Digital Marketing

&“What return does digital marketing

give me for the cost?”

How Much Does Digital Marketing Cost?

ROI

Monthly Retainers

Types of SEO Contracts &Market Averages

Fixed Price Contracts

Hourly Consultation

Employee Costs • ($50-120k+/yr.)

• Link profile audits ($2500-$7500) • SEO/Website Audits ($1000-$3000)• Link building ($250-$2000 per link) • Per page opt. & implementation ($100-$250)• Copywriting ($0.75-$1.00/word)

• ($100-$300/hr.)

• (Sub $500/mo)• ($1000-$5000/mo)• ($5000-$10,000+/mo):• ($10,000-$20,000+/mo)

Source: http://www.digitalcurrent.com/seo-engine-optimization/how-much-does-seo-cost/

ROIOne big benefit of Internet-based marketing (vs. traditional forms)

is that actual audience behaviour tends to be easier to track and measure.

Email : $40.56.Social networking’s : $12.71Search’s: $22.24 Internet display advertising: $19.72Mobile: $10.51

For every $1 spent on digital marketing efforts:

http://www.dma.org.uk/research

Social Media

Social media is slightly more effective for B2C (6.44/10) compared to B2B (5.88/10) marketers.

Social media is also more effective when managed in-house (6.23)

compared to outsourced (5.88)

http://www.dma.org.uk/uploads/ckeditor/Social_Data_Integration_2016.pdf

for B2B Marketers

http://www.dma.org.uk/uploads/ckeditor/Social_Data_Integration_2016.pdf

Social Media ForBusiness

Questions?