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What is marketing?
Marketing is the management process responsible
for identifying, anticipating and satisfying customer
requirements profitability.
What is digital marketing?
The application of marketing principles and
techniques to achieve marketing goals via
e-communication technology.
•Broadcast: one way communication, push
• Message driven: brand focused, features, benefits.
• Didactic: tells, explains, elaborates, instructs
•Constrained: fit with programming & print schedules and
geographic boundaries.
• Calendar & Budget bound: limits and start and end points
• Power: retained by the media owner, and the advertiser
Traditional MarketingTraditional marketing channels are characterised as:
Digital Marketing
an approach based on openness, transparency and engagement
with the consumer
• Interactive: many-to-many communication!
• Consumer driven: in terms of their interests and preferences.
• Listening: follows the consumers needs
• Un-constrained: liberated from schedules & boundaries.
• Open ended: iterative (launch, review, adjust, re-launch)
• Power: control & influence is with the consumer
• Content Driven: in tune with consumer interests
DMI 3i Principles are the foundation tenets of the DMI
Methodology
• Initiate: start with the customer and work towards
your digital strategy
• Iterate: continually learning from engagement with
customers and applying this on an ongoing basis
• Integrate: integrate digital channels coherently and in
terms of traditional marketing activities
Product
or Service
Market reality is a better indicator of customer needs than market research
MARKET RESEARCH
Polls, questionnaires, history, focus
groups, research.
Search: keyword research tools
Social: listening tools
Digital: analytical tools
MARKET REALITY
Source: Digital Marketing Institute
Cu
sto
mer
Product
or Service
Market reality is a better indicator of customer needs than market research
MARKET RESEARCH
Polls, questionnaires, history, focus
groups, research.
Search: keyword research tools
Social: listening tools
Digital: analytical tools
MARKET REALITY
Source: Digital Marketing Institute
Cu
sto
mer
WHY
Understand why your target audience uses digital channels:
•Product Research
•Product Comparison
•Product Purchase
•Product Support
•Feedback
•Community
WHATUnderstand what kinds of
digital channels they use:
•Search
•Social Media
•Mobile
•Digital Display
FRICTIONLESS TECHNOLOGY
HOWUnderstand how your
target audience like to
be communicated with.
What tone works in what
channel?
What do you want to achieve with digital marketing ?
• Business : lead generation, sales, cost reduction, profit
• Audience: satisfaction, referral, feedback, repeat business
• Product: product research, design, enhancements
• Brand: communicating brand personality, reputationmanagement
• Marketing: branding, awareness, engagement,
response, conversion
Refe
rral
Em
ail
SMM PPC SEO
Customers
Landing page
Leads
Opportunities
What’s your revenue per Customer
Conversion rate( CR )
Customer revenue( R )
How many visitors buy something?
visitor value= R*CR (For each traffic source)
Cost per visitor(For each traffic source)
visitors
*Source: IPSOS MRBI Nov 2013
Reach* 59% 26% 23% 24% 16% 8% 35%
Targeting
Engagement
SEO optimised
Relevant discovery
Traffic source
B2B
Gender split
I have limited budget,
but lots of time
SEO
Social media
Build house e-
mail list
Relationship
Building
Affiliates
(Free Setup)
Directories &
Forums
I have limited time, but
a huge budget
Display/
Banners
PPC
3rd party e-mail
Affiliates
(Setup Fee)
Innovative-content Innovative-tactics Viral marketing
There are a range of tools which help track mentions of your business, aswell as the style and tone of engagement and communication
Search Tools:•Google Analytics
•Google AdWords KeywordPlanner
•Google Display Planner
•Bing Ad Planner
•Google Alerts
Social Tools:•socialmention.com
•adictomatic.com
•howsociable.com
•twitalyzer.com
•Klout.com
•local discussion forums