Digital Marketing &
Communication Strategy
New solution for marketer
Digital Studio
workshop@digitalstudio.co.id
www.digit...
Mobile & Internet Usage
Mobile and Internet provide the new platform for
marketing and advertising
Daily Media Consumption
           7 am            9 am       11 am     1 pm              3 pm         5 pm        7 pm   ...
Internet Usage
                              browsing
                                89%
                              em...
Detik.com Profile


                       55%    45%




              2%             8%             20 %             50 %...
Yahoo Indonesia WAP
            1.5 million monthly visitors
            40 million monthly page views
            top: on...
Indonesia mobile advertising metrics




                                                                                S...
Internet Marketing
How online advertising can help you unlock
the potential of the booming Asian consumer
market
marketing funnel

eyeball                                                              loyal customers




               ...
Online Advertising & Marketing Objective
Search Engine Marketing
SEM = SEO + PPC




                                                           Paid listings -
   ...
Contextual Advertising

                         Contextual Ad Serving
                         Ads embedded next to
     ...
Behavioral Advertising




                         Behavioral Marketing:
                         targeting user by navig...
Geo Targeting
• Provides opportunity to target
  broad keywords or specific
  promotions to a targeted
  geography
• Genera...
Email Marketing Sample




     Build the creative and copy around the calls-to-action
Rich Media: Pre-roll Advertising
                             An online video commercial that
                            ...
Rich Media: Product Integration




Hot-spots, Overlays, In-show product placements. Digital brand integration is
strategi...
Widgets/Gadgets: Distribution Opportunity
 “Websites within websites”
     Read and Search            Review Finder       ...
SMO | Anatomy of a Facebook Page
                     Each Show Related Facebook page features cast photos, an
           ...
Mobile Advertising Sample




                             Database                               Banner ad to
    Locatio...
Tourism Malaysia: Online Global Branding
Campaign
                     Campaign objectives
                     • Increase...
Ongoing Online Engagement With Siti

              • Promotion of Malaysia continues with a Travel
                World F...
Consumer & Brand
Engagement
The new media offer a new brand experience
Nike iD experience in Times
Square.
The idea of allowing passersby to
quot;paint-by-numberquot; a giant Nike
shoe, using t...
Subservient
Chicken for
Burger Kings
Key Takeaway

New consumer behaviour and proliferation
of media has rendered the conventional
media alone ineffective. Lea...
Digital Marketing & Communication Strategy
Digital Marketing & Communication Strategy
Digital Marketing & Communication Strategy
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Digital Marketing & Communication Strategy

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The new marketing and advertising model for the future

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  • Pak Andi,

    slide dari bapak itu selalu memberi inspirasi + ilmu,
    terima kasih karena selalu membaginya ya, pak

    salam,
    /danu.widhyatmoko
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  • Thanks ya. Nanti kita buat lagi follow upnya.
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  • SEMINARNYA WAKTU DI FAKULTAS ILMU KOMUNIKASI UNIVERSITAS TARUMANAGARA SANGAT MENARIK...

    DI TUNGGU ACARA SELANJUTNYA....THX
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Transcript of "Digital Marketing & Communication Strategy"

  1. 1. Digital Marketing & Communication Strategy New solution for marketer Digital Studio workshop@digitalstudio.co.id www.digitalstudio.co.id
  2. 2. Mobile & Internet Usage Mobile and Internet provide the new platform for marketing and advertising
  3. 3. Daily Media Consumption 7 am 9 am 11 am 1 pm 3 pm 5 pm 7 pm 9 pm 11 pm News, TV Breakfast Entertainment, News Sports Print Morning Newspaper, Leisure Newspaper Magazine Magazines Radio Breakfast Drive Drive Show Time Time Outdoor Journey Out to Journey to Work Lunch Home Check Mail, Search, News, Sports, Sports, Entertainment, Online News, Shop, Mail, Shopping, Research, Mail, Search Search Messenger Finance Messenger Source: Pan Asian X Media Survey – Synovate (2005 Q4)
  4. 4. Internet Usage browsing 89% emailing 82% chatting 65% social networking key driver 50% music downloading communication 45% online gaming community 17% video streaming content 16% online shopping commerce 7% Source: Synovate
  5. 5. Detik.com Profile 55% 45% 2% 8% 20 % 50 % 20 % early adopter early majority late majority laggards innovator
  6. 6. Yahoo Indonesia WAP 1.5 million monthly visitors 40 million monthly page views top: onesearch, messenger, mail 60% 40% 13 - 17 yo 18 - 24 yo 25 - 34 yo 35 - 44 yo >45 yo
  7. 7. Indonesia mobile advertising metrics Source: Admob.com adMob serves ads for more than 6000 web sites and applications around the world. It stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad matching in the network. This report is a snapshot of the data to provide insight into trends in the mobile ecosystem.
  8. 8. Internet Marketing How online advertising can help you unlock the potential of the booming Asian consumer market
  9. 9. marketing funnel eyeball loyal customers purchase awareness consideration purchase loyalty favorability intent advertising information/ consumer to mass customer user review lead market
  10. 10. Online Advertising & Marketing Objective
  11. 11. Search Engine Marketing SEM = SEO + PPC Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) Use the Google Keyword tool to perform demand-gap analysis https://adwords.google.com/select/ KeywordToolExternal
  12. 12. Contextual Advertising Contextual Ad Serving Ads embedded next to relevant editorial content the downside sample on this approach
  13. 13. Behavioral Advertising Behavioral Marketing: targeting user by navigation pattern
  14. 14. Geo Targeting • Provides opportunity to target broad keywords or specific promotions to a targeted geography • Generates larger volumes of qualified clicks for regionalized sites • Ad copy can be custom tailored to each local market • Enhanced relevancy leads to stronger click through rates (CTR) which in turn equate to lower costs- per-click
  15. 15. Email Marketing Sample Build the creative and copy around the calls-to-action
  16. 16. Rich Media: Pre-roll Advertising An online video commercial that appears prior to an online video, it is typically :05 - :30 seconds in length. Once you click on certain online video links, you will view a short commercial before the video content. Pre-roll can pretty much guarantee that users will see and hear a commercial before the stream starts. It is also one of the simplest ways to utilize the Internet for sight, sound and motion.
  17. 17. Rich Media: Product Integration Hot-spots, Overlays, In-show product placements. Digital brand integration is strategic placement and blending of name brand products into highly viewed programming in lieu of or addition to :05 second to :30 second video pre-roll.
  18. 18. Widgets/Gadgets: Distribution Opportunity “Websites within websites” Read and Search Review Finder Video, Audio News • Desktop widgets – downloaded to desktops for individual use • Web widgets – placed on blogs, websites and virally shared with others • Mobile widgets – downloaded to mobile devices 19
  19. 19. SMO | Anatomy of a Facebook Page Each Show Related Facebook page features cast photos, an about the show section, links to full episodes at MTV.com, the Remote Control Blog RSS Feed, and a Comment Wall. Almost all of these elements in the Facebook Page contain inbound links to MTV.com 20
  20. 20. Mobile Advertising Sample Database Banner ad to Location Ad in EPG marketing WAP site based advertising On pack promotion Event engagement WAP site with interactive mechanics
  21. 21. Tourism Malaysia: Online Global Branding Campaign Campaign objectives • Increase brand visibility globally by showcasing Malaysia’s uniqueness • Create hype around Malaysia’s 50th Golden Celebration in conjunction with Visit Malaysia Year (VMY) • Encourage potential tourists to visit Malaysia Target audience • Potential travellers globally aged 21+ • Covered a total of 13 countries (Asia, Europe and North America)
  22. 22. Ongoing Online Engagement With Siti • Promotion of Malaysia continues with a Travel World First launched on 1st November 2007 • ‘Siti’ – new digital brand ambassador to promote national tourism via Windows Live Messenger • Taking Tourism Malaysia to the next level of interactivity via innovative technology • Potential to reach more than 285m instant messenger users across multiple markets worldwide Add Siti to your Windows Live Messenger buddy list today: sitimalaysia@hotmail.com
  23. 23. Consumer & Brand Engagement The new media offer a new brand experience
  24. 24. Nike iD experience in Times Square. The idea of allowing passersby to quot;paint-by-numberquot; a giant Nike shoe, using their cellphones. Users would dial in, and use their keypad to change colors of different parts of that summer's signature shoe, the Nike Free iD. After one minute, their session would time out, and the users received an image of the actual shoe they just designed, which they could set as the wallpaper of their cellphone. They also received a special code and url, so that they could purchase their new design.
  25. 25. Subservient Chicken for Burger Kings
  26. 26. ENGAGEMENT TYPE : WELCOME IDEAS FROM CLIENTS & PUBLIC IT’S A GOOD EXAMPLE ON HOW USER-CREATED CONTENT CAN BE USED FOR ANY ADVERTISING MEDIUM, EVEN FOR TVC (AFTER PROPER ADAPTATION)
  27. 27. Key Takeaway New consumer behaviour and proliferation of media has rendered the conventional media alone ineffective. Learn the language of the new media integration as the future communication strategy.
  28. 28. learn more about Digital Marketing program at Digital Studio Workshop www.digitalstudio.co.id workshop@digitalstudio.co.id 021-633 0950, 4585 0107

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