Digital marketing seo - Kent International College www.kent.edu.vn

1. Lecturer by NGUYEN HUU PHAT
Kent International College
www.kent.edu.vn

2. Agenda
 SEO & SEM ?
 How important SEO and SEM?
 Keyword Assessment
 Ad Content Development
 Link Building Strategies
 AdWords Campaign Management
 Campaign Measurement & Analysis

3. • Search Engine Optimization (SEO) "optimizes" website content to achieve a higher
ranking in search results, for example, by incorporating specific keywords or links
associated with the website. Depending on the context, SEM can be an umbrella term for
various means of marketing a website including SEO, or it may contrast with SEO,
focusing on just paid components
• Search Engine Marketing (SEM) is a form of Internet marketing that seeks to promote
websites by increasing their visibility in search engine result pages (SERPs) through the
use of paid placement, contextual advertising, and paid inclusion.
In 2008, North American
advertisers spent
US$13.5 billion on
search engine marketing

4. Where do we see
after a search?
Do you want your
sites to be here?
Let’s do
Search
Optimization
and
marketing
To attract prospective customers who are searching for you

5. SEARCH
SEE 1 to 2 websites
Source: The Art of SEO

6.  Keyword Assessment
To analyze and find relevant keywords
 Ad Content Development
To show an impressive and right message
 Link Building Strategies
Who links to your site, number of links?
 Campaign Measurement & Analysis
ROI of a campaign (CPC)
Ranking of your site

7. Pay per Click campaign

9. Yahoo AdWords

10. Microsoft AdWords

11. Social Media Marketing
Social networks enable a dialogue among customers and fuel
word-of-mouth.
 Forum Management
 Facebook and Linkedin Profile Management
 Blog, community seeding and Online PR
 Promotional Campaigns, Games, and Contests

12. Forum Management

13. Facebook and Linkedin Profile Management
 Network = # Connections of consortium
 Network = # of Fans
members + # Group Members (sponsored
 Contribution = (Marketing Agent
group)
only)
 Contribution = # Sponsored Group
 Participation = # Commenters
Members who start Discussions or post News
+
 Set goals for frequency of comments # consortium members who start Discussions
or post News in targeted Groups.
 Participation = # Commenters in Sponsored
Group + #Commenters to any Discussions
initiated by consortium members in targeted
groups

14. Facebook Ads

15. Linkedin Management
NCP Model – Case Examples

16. Blog, community seeding and Online PR

17. Blog, community seeding and Online PR

18. Blog, community seeding and Online PR

19. Promotional Campaigns, Games, and Contests
NCP Model – Case Examples

20. Promotional Campaigns, Games, and Contests
NCP Model – Case Examples

21. Promotional Campaigns, Games, and Contests
NCP Model – Case Examples

22. Online marketing plans
An online marketing plan is a part of a marketing plan
and can never be separated.
 Online marketing strategy (planning and booking)
 Third Party Tracking
 Web and campaign analysis

23. Online marketing strategy (planning)
Objective: Why? Target audience: To whom?
To attract new customers Age
To maintain old customers Male/ Female
To educate your customers Location: Hanoi, Hochiminh
To turn your customers into your fans
Class: A, B,C, D
To promote your brand/ product
To increase sale
Which message

24. Online marketing strategy (planning)
When? How long?
How? Creative,
format
Which position? top, down,
right, left
Which websites
When to change creative
Is that expensive?

25. Basic online banner or Adnetwork banner?
Basic online banners:
Many different sizes in Vietnamese websites
=> resize cost is higher.

26. Online marketing strategy (booking)
CPM: Cost Per Impression – CPC: cost per click - CPE: Cost Per Engagement
CPD: Cost Per Day – CPV: Cost Per View – CPA : Cost Per Action

27. Web and Campaign analysis
Objectives were achieved
Is that an effective campaign? ROI

28. Customer Research & Analysis
If your goal is for your customers to prefer you, keep
a pulse on their changing needs.
 Segmentation and Analysis
 Need-state Assessment
 Focus Groups
 Quantitative / Statistical Studies
 Interviews with Industry Leaders
 Expert Roundtables