Digital marketing


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A starter on Digital Marketing

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  • Marketing strategy guides your business operation: how to create your product/service, how to deal with customer, how you deliver your product/service, how the customer feel when dealing with youHow you manage your company so that it can behave exactly as your marketing planTalk a bit about marketing plan, measurement matrix
  • Fastest growing business has online component
  • Traditional and new media consumption head to head
  • Marketing to follow behavioral changes, importance of integration
  • Online dating, second most common way for people to meet
  • One wayvs interactive
  • New marketing era has come. Marketing needs to be more vigorous and interactive with immediately measureable results.
  • Internet gave power to influence some
  • Reach is money
  • 40% of the accounts and 8% of the messages on social media sites are spam
  • Facebook posts that include ‘Should,’ ‘would’ and ‘who’ get more commentsKeep customers in mind all the times
  • We-chat shake, look around, cast a bottle, voice chat. video chat, IP video, integrate with QQ, group chat, QR code, smiley navigation, cloud通过摇一摇手机找到同时也在摇手机的朋友, 通过当前地理位置查看附近的人, 扔漂流瓶匿名交友。
  • Digital marketing

    1. 1. Digital MarketingThe Game Changer that you cannotafford to OverlookVirgil ChanMacao Computer Society
    2. 2. Agenda• What is Marketing• Digital Marketing• Current Statistics• Online vs Offline Marketing• Online Advertising• Social Media Marketing• Mobile Marketing• Conclusion
    4. 4. What is MarketingModern MarketingThe all-embracing function that links the business withcustomer needs in order to get the right product to theright place at the right timeTraditional DefinitionMarketing is the process of communicating the value of aproduct or service to customers. It is a critical businessfunction for attracting customers
    5. 5. What is Marketing
    6. 6. Marketing to Peter DruckerThe purpose of business is to create a customerBusiness has only two functions: marketing andinnovation, they produce results; all the rest are costsThe aim of marketing is to know the customer so wellthat the product or service fits him and sellsitself, making selling unnecessary
    7. 7. Marketing to Peter Drucker• Marketing is a core discipline ofthe business• The primary value of corporateculture is “customer orientation”Marketing IS BusinessMarketing IS ManagementMarketing IS Action
    9. 9. Digital MarketingIntegration of digital media, digitalchannels, and digital contents into themarketing strategy
    10. 10. Digital MarketingTraditional Media/Contents• Face-to-Face• Letter• Leaflets & Posters• Billboards• Newspaper• Magazines• Direct Mail & Catalogs• CouponsDigital Media/Contents• Websites• Emails• Banner/Pop-up Ads• Blogs• Webcasts• Podcasts• Videocast• eCoupons• eBooks
    11. 11. Digital MarketingTraditional Channels• Telephone• Radio• Television• Film• Sponsorships• Street Level Promotion• Festivals• Trade Fairs• Product PlacementDigital Channel• Internet• Mobile Network• Apps• Search Engines• Social Media Network• Multimedia Network• Forum/Chat Room• Online Directory/Portal
    12. 12. Digital Marketing RadarEnabler ofPredictive AnalyticsSales AutomationMarketing AutomationMarketing Matrix & ROI
    14. 14. 2012 Statistics0%50%100%150%200%250%300%Macao Asia WorldPenetration RateInternetMobile
    15. 15. 2012 Statistics
    16. 16. 2012 Statistics
    17. 17. 2012 Statistics
    18. 18. Online Marketing• By 2016, more than half of the dollars spent in US retail willbe influenced by the web• 88.1% of US internet users ages 14+ will browse or researchproducts online in 2012• 83.9% of internet researchers will make at least onepurchase via the web during 2012• 91% of online adults use social media regularly• 20% of Facebook users have purchased something becauseof ads or comments they saw there• 27% of TV sets shipped worldwide in Q1 of 2012 hadinternet connectivity
    20. 20. Online vs Offline MarketingOffline Marketing• One way communication• Single media / single channel• Limited contents• Static informationOnline Marketing• Interactive• Multi-media/multi-channel, oftensimultaneously• Offers comprehensive details• Customers expect up to theminute information
    21. 21. Online vs Offline MarketingOffline Marketing• Promotion only• Passively sending information• Shot-gun approach, lowconversion rateOnline Marketing• Can lead to immediate salestransaction• Can actively engage customer• Customers expect customerservice experience• Target marketing: context-sensitive, geo-sensitive, highconversion rate
    22. 22. Key Strategy - Integration• Customers expect total customer serviceexperience while online– Easy to find & correlate information – across multiplemedia– Ask questions onproducts, service, delivery, warranty, etc– Place order– Track order– Having fun / being entertained while doing it!Is best price an issue?WebsiteBlogSocial MediaAppsYouTubeEmailSMSForumWhatsApp
    23. 23. Key Tactics - Involvement• Customers buy from people they know– they want to know you, so be open, be genuine, betrustworthy• Build a community– Interact with your customers, be prompt, be caring– Help members to support each other• Build your influence– Useful information– Rating and Reviews– Traffic is KingWord of Mouth is GoldenWebsiteBlogSocial MediaAppsYouTubeEmailSMSForumWhatsApp
    25. 25. Online Advertising• 97% of consumers use Internet to researchproducts or services before buying• Most users access 7.9 different sites whileresearching, therefore most users will not go passthe first page of search results• People are more likely to survive a plane crashthan click a banner ad• Know where you customers goGoogleYahooBingSocial MediaPortalWebsiteBlogYouTubeSMSAppsGames
    26. 26. Online Advertising Campaign• Display advertising• Search EngineMarketing / SearchEngine Result Page(SEM/SERP)• Search EngineOptimization (SEO)• Email marketing• Contextual marketing• Geo-targeting• Behavioral targeting• Content marketing• Affiliate marketing• Inbound marketing• Video Marketing• Article Marketing• Social BookmarkingCross-linked & Call to Action
    27. 27. Online Advertising
    28. 28. Online Advertising• Revenue Model– Cost per Mille, Cost per Visitor, Cost per View, Costper Click, Cost per Action/Lead/Sale, etc• Conversion Rate• Tracing and MeasurementCost Effective and Wide Reach
    30. 30. Social Media – Power to Influence
    31. 31. Social Media – Power to InfluenceTwitter top 10Most FollowersCompanies willing topay up to US$100,000per tweet for topcelebrities to tweettheir products
    32. 32. Social Media – Cross Platform
    33. 33. Social Media – Play Nice• You are not my friend!!! At least not yet• In any given week, less than 0.5% of Facebookfans engage with the brand they are fans of• 40% of the accounts and 8% of the messages onsocial media sites are spam• Interesting content is a top 3 reason people followbrands on social media• Conversion rates are 105% higher for consumerswho interact with ratings & reviewsFacebookGoogle+TwitterWeiboLinkedInYouTubePinterestInstagramQuoraChat RoomForum
    34. 34. Social Media – Play Nice• Learn the rules of every Social Media site, play nice, befriendly, non-intrusive, a little humor helps a lot• Carefully cultivate your messages, be coherent, rememberKISS, image is king• Verify before share/retweet, quality better than quantity• Regularly offer some useful information, somethinginteresting, some surprises, some special offers• Build followers• Again, the key is Integration, Involvement, & TRUST!Why would you befriend a Brand?
    36. 36. Mobile Marketing• Mobile subscriptions will pass the world population by 2012• 68% smartphone owners sleep with them at bedside• Email opens on smartphones and tablets have increased80% over the last six months of 2012• 64% of mobile phone time is spent on apps• 70% of mobile searchers act within an hour; only 30% of PCsearchers do
    37. 37. Mobile Marketing
    38. 38. Mobile Marketing
    39. 39. Mobile Marketing• 79% of smartphone users use their phones to help withshopping and 74% make a purchase as a result• 56% of mobile purchases motivated by marketing wereinspired by email• 16% of mobile users made a purchase in response to amarketing offer
    40. 40. Mobile Marketing Strategy• Clear objective: immediately actionable!• Keep it simple: visuals, information, process; mobile devicesare small and customers are on the go!• Keep it integral: clear next step action until transaction iscomplete• Continual engagement: Apps is king, take up in-your-facereal estate on customer’s mobile device• Push & pull marketing: push very gently• Give & Take: eCoupon, free apps, useful tips, insideinformation, privileged deals
    41. 41. Mobile Marketing• User friendliness redefined:– Location based– Proximity based– Gyro and swipe– Voice & video support, HD visuals– Tablet friendly– Cloud storage– Integrate with other apps & platforms– Maps & navigation– eWallet– Group actionKeep it Simple & Functional
    42. 42. CONCLUSION
    43. 43. Conclusion• Digital marketing is still marketing, have a vigorous marketingplan• Your strategy: digital marketing is still fluid, get help to start on theright track• Always measure your results– You want strong marketing ROI– Help you to plan next step• For large corporation, integration is the key• For SME, DIY digital marketing is the most cost effective way tomarket yourself– Social media + blog
    44. 44. Thank you
    45. 45. DownloadDownload a copy of the presentation