2. • Part 1: Understanding Digital Marketing
• Part 2 : Supportive Areas
• Part 3: My Contributions

4. “Digital Marketing is the use of digital channels to promote or market
products and services to consumers and businesses”
• Deep segmentation
• Influencer marketing
• Online behavioral advertising
• Collaborative environment

5. • Internet penetration 75.9%
• Mobile penetration 217% in UAE
• E-Commerce penetration 25.1%
• 45% population using Facebook
• 40% population using Twitter
• GCC online sales to end at $ 15 billion by end of 2015
• UAE users spending at least 5 hours on the internet
• Middle East digital spend approx $5 Billion
• Middle East spend is 8% to 10% of global spend
• Double digit CAGR for the digital marketing industry (10 to 16%)
• Almost 50% consumers shop online
• Top 5 industries for Digital Marketing
– Banking and Finance / Real Estate / Tourism / Electronics / Automotive

6. • Drive sales or leads
• Brand awareness
• Consumer engagement
• Product / service information
• Customer support
• Getting consumer insights
• Product feedback
• Improve customer loyalty
• Improve customer retention
• Reduce costs
• Network cross and up-selling
• Leveraging channel partners
• Create moments of delight
• Create brand ambassadors

7. •Search Engine Marketing
•Social Media Marketing (PPC / Impressions)
•Online retargeting (Google display network)
•Customized landing pages (Cookie segments)
•Email Marketing
•Newsletters
•Display advertising
•Mobile advertising
•Affiliate Marketing
•Video marketing
•Online PR
Paid
•On page SEO
•Off page SEO
•Lead generation
•Social Media marketing (engagement)
•Content Management
•Community Management
•Viral Marketing
•Societal marketing
•CSR marketing
•Online articles
•Collaborative marketing
Organic /
SEO

8. • Initial short term solution
• Conversion ratios
– Traffic
– Bounce ratios
– Sign ups ratios
– Sales conversion ratios
– CTR ratios
• Budget optimization per lead
• Pricing models
– Per click
– Per impression
– Per lead
– Per sales
– Referrals
• Using cookies as per different segments
• Using customized landing pages
• Keyword competition and visibility

9. • Keyword analysis
• Ad groups
• Google display properties
• Cost optimization
• Competitor engineering
• Customized landing pages
• Different cookies against ad groups
• Price control
• Budgeting
• Profitability
• Classification of leads
• Bidding
• Competition

10. • Flat rate
• Impressions
• Lead
• Action
• Sales
• Creativity
• CTRs
• Reporting
• Spam activity
• Online retargeting
• Premium charging
• Visual appeal
• Brand based advertising

11. • Long term solution
• Strategy and implementation
• Resource based strategy
• Strategic planning and technical coding
• Traffic generation
• Different optimization touch points
– Lowering bounce ratios
– Short sign ups
– Short call to actions
– Segmentation and marking leads
– Local traffic vs. global traffic
• Visibility on search engines
• On specific keywords
• Monitoring Google algorithms
• Crawler friendly guidelines
• Cost friendly in the longer run

12. • Keyword tracking
• Onpage
• Offpage
• Schema.org
• Google updates
• Content based strategy
• Blogging
• Page indexing
• Localized domains
• Local searches
• Unique keyword grouping
• Linking building
• Frequent updating of content

13. • Automated system integration
– Client area
– Project Management area
– Sales CRM area
– Designer Area
– Management Panel
• Latest trends and technologies
– HTML 5
– Cross platform
– E-Commerce websites
– Social Media website
– Dynamic portals
– Storefronts
• Key customer segments
– B2C Portals (Deals, promotions, group-on replicas, e-commerce websites)
– B2B Portals (Vendors, suppliers, wholesalers, distributors, supply chain)
– Government portals (Tenders, technology management, document management)
– Partnerships (Complete back office outsourcing by clients)
• Digital asset reusability module as per each actor

14. • Main target audience platforms
– Social Media website (Facebook, Twitter, Pinterest, etc.)
– Rich content websites (Pinterest, instagram, etc.)
– Integrated with BTL activities and mobile applications
• Customized advertising solutions
• Fan pages
• Video channels
• Blogs
• Micro-sites
• Forums
• News and updates (RSS)
• Ideas for Social Media Marketing
– Competitions
– Like based competitions
– Partnership with brand companies for gifts
– Customer engagement campaigns
– Recipes, tips, ideas and business plan competitions
• Social Media Campaign Management and Analytics

15. • Applications pertaining to
– Information for customers
– Engagement
– Activity
– Sharing
– Content
• Game applications
– Separate business and revenue model through in app purchases
– Game networks
– Social contribution in games
• Viral applications
– Quick fads
– Tag and share
– Eg. Customization of Timeline pictures
• Backend Apps and APIs
– Web services
– APIs to connect
– Selling and renting of APIs to 3rd parties
– Reusability for reducing development timelines

16. • Client side development
• In house product development
• Mobile advertising
• Mobile monetization
• In app purchases
• Partnerships
– Development companies
– Marketing companies
– Publishing companies
– Telecom operators
• Categories
– Apps
– Games
– KIOSK / Retail support
• Copy rights and IPRs

17. Requirement
Analysis
Creativity
Campaigns
Internal
Communications
Relationship
Management
Research and
Analysis
Customer
Lifetime Value
Business
Development
Activities
Keep up to date
in Digital
Marketing

19. • Consumer research
• Corporate branding
• Product and service branding
• Integrating with offline marketing
• QR codes and vouchers
• Social Media touch points
• Integrated marketing communications
• Consumer, agency and client triangle
• Publicity
• Corporate communications
• Handling exceptions
• Handling complains
• Corporate Social Responsibility
• Legal issues and rebuttals

20. • Traffic partnership
• Affiliate networks
• Advertising networks
• API partnerships
• Lead partnerships
• Database partnerships
• Back office partnerships
• Technology partnerships
• SEO partnerships
• Payment gateways
• Banking partnerships
• Online and offline channel partners
• Consumer research partnership
• Venture capitalists and investors

21. • Memberships
• Subscriptions
• Commission on sales
• In house products
• Online services
• Advertising
• Ad-words
• Affiliate revenue model
• Micro payments
• Sponsorships
• CSR – Social model
• Support earnings
• Monetization in house projects (Eg. Farmville)

22. • Campaign tracking
• Channel tracking
• Increase in visitors
• Increase in sign ups
• Increase in sales
• Better retention ratios
• Better loyalty rations
• Cost of spent to sales
• Cost of marketing to conversions
• Social engagement ratio
• CTR ratios
• Lead optimization ratio
• GRPs and TRPs
• Profitability ratio

23. • Top Management engagement
• Investment
• SEO
• SEM
• Top Ranking Keywords
• Content Writing
• Email Marketing
• Proper Branding
• Blogs
• E Broachers
• Special offers
• Tele Marketing
• Lead Generations
• Advertisement

25. • B2C
– Alibaba, TradeKey, Others
• B2B
– Online sales of products
• Channel
– Affiliates, partners, agents, alliance, distributors, VARs
• Franchise
– Re-selling service through chain stores
• Mobile App
– Interactive channel through smart phones
• Portal Model
– Dynamic content with user sign up for services
• Client Project
– Fulfilling client requirements as per offerings

27. • 11+ Years of experience
• 6+ Years of Adjunct Faculty
• MBA MIS and Marketing
• Proven track record
• Specialty
– Digital Marketing
– E-Commerce
– Mobile Apps
– Channel Marketing and Partnerships
• Contacts and business circles
• Team management
• Complete digital exposure
• Creativity
• ROI based planning
• Running a personal venture of Buyon.pk