An Introduction to Digital Marketing

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  • 1. Digital Marketing  or  Internet Marketing :                           Designed By:     Jaiser Abbas
  • 2. Before we start
    • 1. Who is the single largest music retailer on the planet?
    •                                                            Apple                   A Computer Company
    • 2. Who is the worlds largest camera manufacturer?
    •                                                            Nokia                   A Mobile Phone 
    • 3. Who represents the largest threat to the Television & Movies Industries?
    •                                                            Hulu & Joost        Online Networks
    • 4. Who is the largest & fastest growing media company on the planet?
    •                                                              Google                 A Search Engine
    • 5. Who has the 5th largest GDP on the planet?
    •                                                                E Bay                  Online Shopping Site
  • 3. What is Marketing?
    • 1. It’s not advertising.
    • 2. Marketing is about making people (potential customers) aware of the great stuff you have to offer.
    • 3.  More precisely: The goal of marketing is to make more people aware of and willing to buy what you’ve got to sell.
    • 4. There are loads of ways to do this for small businesses.
  • 4. What is Digital Marketing?
    • Digital Marketing is the promoting of brands using the Internet, mobile and other interactive channels.
    • or
    • The use of digital technology and processes in the development, distribution, and promotion of products and services.
  • 5. Where do you start? 
    • A simple 6 step process: 
    • 1 What are you trying to promote? (Your product, service?) Who do you want to target, and where you want to sell?
    • 2 types of business? Particular types of consumer? Ireland? Europe? the US? 
    • 3 Who are your competitors (and why are you better?) Pick the tools you’ll use to promote your business from the list .
    • 4 available Set out a plan with actions, dates and expected outputs.
    • 5 Get going – implement the activities on your plan and measure.
    • 6 how effective they are in producing sales. Experiment, adjust, test again. Start small, then increase efforts where you enjoy success.
  • 6. The Tools Available
    • "Offline“
    • Print Ads
    • Radio Ads
    • Direct Mail 
    • PR 
    • Events/Trade shows
    • Telemarketing
    • In-store merchandising
    •   Flyers
    • Newsletters / bulletins
    • "Online“
    • Web-site
    • Search Engine Marketing 
    • Google Pay-per-click 
    •   Email marketing
    • Online ads 
    • Online PR 
    • Social Media 
    • Webinars 
    • eNewsletters 
  • 7. Why online marketing?
    • Makes business sense 
    • More cost effective – you can see what you get for your money.
    • Greater impact – you can market to 1000s for same price as 100s. 
    • Small businesses can look like big businesses.
    • Small businesses can access bigger potential markets. 
    • 2. Recognizes changes in Buyer behavior 
    • People’s buying habits are changing. 
    • They start shopping by looking on the web, especially Google.
    • They do research on the web, not at tradeshows.
    • Order online more frequently Basically, you can generate more sales at less cost.
  • 8. Online Marketing Tools
    • Your Website.
    • 2. Google pay-per-click advertising.
    • 3. Search Engine Optimization (SEO).
    • 4. Online PR. 
    • 5. Email Marketing. 
    • 6. Social media marketing
    • (Twitter, LinkedIn, Facebook, blogs etc.).
  • 9. 1. Your web-site
    •   The most important marketing tool you have. 
    • Your best sales-person 24/7/365 if you are B2C.
    • A sales lead generation machine if you are B2B. 
    • Drive visitors to your site. 
    • Home page is the most important page. 
    • Get them to take “Most wanted action” most important page. 
    • Either ‘Buy Now’ (B2C) or ‘capture contact details’ (B2B) Structure, text. 
    • Give visitors plenty of things to click on. 
    • Make downloads and ‘buy now’ offers prominent.
    • Look at competitor sites for comparison. 
    • Check out Hypertemplates.com, other template sites.
  • 10. 2. Google pay-per-click (PPC) 
    • Quick way to get traffic to your site. 
    • Tell Google which search terms you want to be found for.
    • Only pay if someone clicks on my ad.
    • Create specific ‘landing’ page for the ad.
    • Avg. 50c per click, can set maximum daily/weekly budget.
    • Can lock down by geography, time, day.
  • 11. 3. Search Engine Optimization (SEO) 
    • You want to get found without paying Google all the time.
    • ‘ Organic’ or natural search results. 
    • How do you get to the top?.
    • Main element – good ‘content’ – information. 
    • A site that people find useful.
    • On Page – stuff you put on your web-site. 
    • Off Page – links from other people/sites to you On page Off page.
  • 12. 3. Search Engine Optimization (SEO) – On Page 
    • First, choose your “key words” Page Title.
    • Then for each page .… URL Header tags Text, internal links, bold Page description text.
  • 13. 3. Search Engine Optimization (SEO) – Off Page 
    • A link: www.jasierabbas.com
    • Anchor text: PR and marketing.
    • Links should be from other good sites. 
    • To get links, provide information/content that people think is valuable and should be shared.
  • 14. 4. Online Public Relations
    • 1. Generate €1000s worth of coverage. 
    • 2. Seen to be more credible than standard ads. 
    • 3. Some basic rules –‘Man bites dog’, Inverted Pyramid, ‘who, what, when, where and why’, include a photo etc. 
    • 4. But … now also has an online element.
    •  
    • 4. Should ‘optimize’ each press release so that.
    • (a) it highlights particular keywords and 
    • (b) has embedded links that link back to your web-site 
    • 5. Test using graphics, video embedded in releases.
    • 6. Should also issue to Twitter, RSS feeds, blog, other sites etc. as part of your PR release process (more later …)
  • 15. 5. Email Marketing 
    • Do not spam.
    • “ Call to action”.
    • Keep it short Visit.
    • Test every element. 
    • Next, draft your email. 
    • First, build your list Reply.
    • Cost effective, broad reach.
    • 91% of internet users use email. 
    • Certain words will attract NOW! spam filters e.g. ‘Free’.
  • 16. 6. Social Media Marketing 
    • Twitter, LinkedIn, Facebook, Yammer, blogging, video. 
    • Interactive rather than one way communication.
    • Now everyone can contribute, write, edit, shoot video, record audio.
    • People/customers can talk back, engage, ask questions.
    • Generate interesting stuff people want to see, read, hear.
    • You’ll get more web traffic, visitors, business.
    • Three types of social media: publish, share, network. 
    • Network: connect to anyone/everyone.
    • Find existing connections. 
    • Network online through groups e.g. ‘internet marketers’, ‘designers’.
  • 17. 6. Social Media Marketing 
    • Publish: publish everything you can, everywhere. 
    • Monitor what’s published – Google alerts, Google blog search, Twitter follower.
    • Share: recommend/share anything with anyone .
    • Monitor what’s being shared about you.
    • Find out where your customers go/read/watch.
    • Promote your stuff.
    • Produce stuff that people will love to read/hear/see.
  • 18. 6. Social Media Marketing Blogs 
    • Why? Draws more traffic to your web-site, leads, sales.
    • Like online diaries, now being used for business.
    • Mix of entries – news, opinion, video, photos, informative.
    • Type of web-site where you can easily post comments, information.
    • Allows readers to provide feedback Tips. 
    • Can paste in YouTube videos, Slide Share slides.
    • Decide who you’re targeting. 
    • Basic, medium and rich posts, light & heavy.
    • Strong headlines.
    • Pick a posting schedule.
  • 19. 6. Social Media Marketing Video 
    • Video yourself, a colleague, a customer .
    • Home-made is good.
    • Relate to your business – e.g. “how I design wedding cards” .
    • Post it on YouTube .
    • Link to YouTube from your website, blog, Twitter.
  • 20. 6. Social Media Marketing Twitter 
    • What: Listen, Tweet, Respond .
    • Customer service.
    • How: 140 character “tweets” .
    • E.g. press release headline.
    • Follow others e.g. customers, influencers.
    • Can also insert links to stuff you like/find interesting.
    • Tweet about good stuff your business is doing .
    • Why?: Traffic to your website, inbound links, leads, sales.
    • Make your tweets useful e.g. links to web-site, video, news item.
  • 21. 6. Social Media Marketing LinkedIn 
    • Business or private .
    • Use your network to promote what you do.
    • Search for contacts at particular companies.
    • Join new groups with shared interest.
    • Create a group and encourage people to join.
    • LinkedIn ads – very targeted (role, location).
    • Tip: build out your profile info.
  • 22. 6. Social Media Marketing Facebook 
    • Facebook ads.
    • Join networks.
    • Lots of your customers.
    • 3rd most trafficked website.
    • Get started: Set up a personal profile first.
    • Set up a business page second. 
    • Why do you care? -More than 500 million active users.
    • Put links to your Facebook pages on emails, web-sites.
    • Get found, promote your stuff, connect with others .
  • 23. Recap
    •   6 step process – 1. what, 2. who, 3. competitors, 4. tools, 5. plan, 6. execute 
    • Tools – Offline and Online 
    • Should use a mixture, emphasizing online tools 
    • 1. Web-site first – the key element 
    • 2. Google Pay-per-click 
    • 3. Search Engine Optimization (SEO) 
    • 4. Email  5. Social media – blog, Twitter, LinkedIn, video, YouTube, Facebook.
    • Create and publish stuff (video, voice, written) that will interest your audience 
    • Network with potential influencers, customers, colleagues 
    • Measure the results regularly 
    • Repeat your successes
  • 24. Contact with Jaiser
    • @ Gmail, Hotmail, Yahoo, Aim as : jaiserabbas
    • @ Facebook: www.facebook.com/jaiserabbas
    • @ Fan Page: http://is.gd/cyNdiN
    • @Linkedin: http://pk.linkedin.com/in/jasierabbas
    • @ Skype : Jaiser Abbas
    • @ Voice : +92 321 770 4087
  • 25.