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Demystifying digital-marketing

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Often Directors, Owners, CEO's, General Managers and Marketing Managers are told they should be using social media as a marketing tool but when confronted with the reality of implementing social media ...

Often Directors, Owners, CEO's, General Managers and Marketing Managers are told they should be using social media as a marketing tool but when confronted with the reality of implementing social media into their marketing mix don't go through with it. This is often due to the thought process that is... It's just a fad and it will pass or everybody that uses social media won't be interested in what I have to say. And the list goes on. This presentation is designed as a first step. A simplified approach to encouraging businesses to use social media. This presentations purpose is to Demystify Digital Marketing and show that there is a place for Social Media in your Marketing Strategies.

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  • Hi, Im Chris Hogan. I’m 31 and I’ve been using computers since I was 8. In 1998 I graduated from university with a degree in Multimedia, one of the first degrees of its type ever offered in Australia. I’m a creative, self-taught eCommerce programmer, an entrepreneur and business owner since 2001. MeMedia is a clever creative agency, specialising in web design & development, branding, strategy and digital marketing
  • Utilised different marketing mediums to form the campaign
  • Bringing everything back to a digital space for education and entertainment
  • With an added bonus of providing consumers with a chance to win an iPad.
  • One reason for this ambiguity is that digital marketing is constantly evolving and new technologies are being created all the time.
  • Digital marketing uses many of the same channels contained within Internet Marketing, such as the Internet, email, blogging, video, audio podcasts, ebooks, ibooks, apps etc But it extends beyond this by including other ways to reach people that do not require the use of The Internet. Such as mobile phones, text messaging and MMS, digital outdoor
  • Know where your traffic is coming from. Know what marketing is working for you.
  • Traditional marketing is one-directional modes of communication. They require clever thinking, and often a large budget for mass advertising to generate a response and ensure customer engagement. Internet and mobile telephone technologies have revolutionised the marketing industry. Marketers can today enter into a two way dialogue with the customer This has enormous benefits. track consumer interests, get instant feedback and reporting, obtain a direct link to the customer at a relatively low cost.
  • One of the most important elements of the digital revolution is the impact of social media marketing. Social media is no longer exclusively geared towards pre-adolescents and college students. In fact, more and more business owners and executives are tuning in to this lightly-tapped resource. I want to focus on today, because it’s an area that people often don’t understand, and businesses are uncertain about. has the potential to enhance and transform your current marketing strategies.
  • Some people are skeptical of the effectiveness of using social media outlets as a marketing strategy. Some are simply skeptical of social media in itself. However, these skeptics will do best to come around soon, as they are missing the crucial value of social media marketing.
  • According to a recent 2010 Social Media Marketing Industry report, the biggest advantage of social media marketing (by a long shot) is generating exposure for the business, indicated by 85% of all marketers, followed by increasing traffic (63%) and building new business partnerships (56%). The top social media tools being used by marketers are Twitter, Facebook, LinkedIn and blogs. More than half of marketers indicated a rise in search engine rankings was a benefit of social media marketing. As search engine rankings improve, so will business exposure, lead generation efforts and a reduction in overall marketing efforts.
  • 1. Exposure / Branding For a small business, sometimes half the battle for success is exposure. If handled correctly (no spam), Social Media is an effective tool for generating awareness for your brand. You can use Social Media to promote content and knowledge expertise. Plus, as we'll see in a later point, Social Media provides many opportunities for networking. 2. Customer Service Use of social media makes the task of connecting with your customers infinitely easier and faster. Plus, it can save you some serious cash. It represents a huge opportunity to cut costs and reach a larger number of people then you previously could. 3. Networking / Sales Opportunities With social media sites like Twitter, LinkedIn and Facebook at your disposal, networking has transformed from a tedious task performed at networking meetings and other physical events, to a joyous task that can be initiated online. Minutes spent on social networks each day can help you to network with those who have similar business interests, or who have a need for the product or service you offer. Online networking can be followed up with offline engagements if and when the need arises. 4. Backlinks / Traffic Social media use can drive large amounts of traffic and backlinks for your company website. If you're producing high quality content on your site, you can use Social Media as a promotion channel for that content, which should provide traffic and valuable backlinks. Case in point, one of our marketing clients receives 10% of total site traffic from Twitter. These kinds of numbers can not be ignored - especially when you're on a budget. 5. Market Intelligence If you spend enough time with Social Media and the Internet, you soon realize that just about every website that is worth it's salt has some form of site search. Some are more advanced than others, but each at the very least provides the ability to search a websites content. More robust websites will provide advanced search options, and some will even allow you to search by geographic area. Most major social media websites provide users with these advanced search options, which enables you to run searches through networks for company, service, or industry related keywords. For example, we're able to keep track of service, product, and brand mentions for one client across seven different markets. This helps us to better understand the competitive landscape for a particular market, as well as provide quick feedback opportunities, which can inform strategic and tactical decisions.
  • 1 Nielsen, November 2009. 2 Universal McCann, July 2009. 3 http://blog.linkedin.com/2009/12/03/linkedin-australia 4 http://blog.tribalytic.com/2010/05/13/how-many-austral ian-twitter-users-are-there-and-where-are-they-from/
  • A recent study by market research firms Chadwick Martin Bailey and iModerate Research Technologies reveals that consumers are considerably more likely to make a purchase from a brand they follow on Facebook and Twitter, as well as to recommend that brand to friends. Among consumers polled, 51 percent of Facebook users and 67 percent of Twitter users said they are more likely to buy from the brands they "friend" or follow, while 60 percent of Facebook users and 79 percent of Twitter users are more likely to recommend those brands to others. But there's another reason to leverage these sites, and that's how consumers might perceive your brand if you don't. The study also found that Internet users now expect businesses to have "some digital face - whether it's on FB or Twitter," otherwise the opinion may be that they are "not really with it or in tune with the new ways to communicate with customers."
  • Melanie Ingrey, the Research Director for Nielsen’s online business says that “Incredibly, nearly nine in 10 (86%) of Australian’s online are looking to their fellow Internet users for opinions and information about products, services and brands, and Australians’ engagement with online word of mouth communication is going to increase in coming years as social media plays an increasingly important role in consumer decision making.” The Nielsen Company on March 23, 2010 Published 2009 statistics source: http://blog.nielsen.com/nielsenwire/global/australia-getting-more-social-online-as-facebook-leads-and-twitter-grows/
  • Social media also allows marketers to target their message to a specific audience. I’ll use Facebook as an example.
  • Facebook allows businesses to target

Demystifying digital-marketing Demystifying digital-marketing Presentation Transcript

  • Demystifying The Digital Marketing Revolution
  • www.memedia.com.au http://www.faceboo k.com/chrishoges http://au.linkedi n.com/in/chrishoges Chris Hogan Director of MeMedia
  • Is your marketing a Rubber Chicken? Rubber Chicken?
    • Marketing Campaign by MeMedia
    • August to 30 September 2010
  •  
  •  
  •  
  • What does this have to do with today?
    • We’ll get to that later.
    • An ambiguous term to define marketing methods which requires the consumer to have some form of powered device to be engaged.
    What is Digital Marketing?
    • internet, banner advertising, search engine optimisation (SEO), pay per click, google advertising, social media, email marketing, RSS, fax broadcast, blogging, podcasting, video streams, text messaging, apps, ebooks, ibooks....
    Speaking Geek About Digital Marketing...
  • Marketing which utilises online distribution channels to reach consumers in a timely, relevant, personal and...
    • cost-effective manner.
  • Timely
    • Google Ads for Mobile Search
  • Relevant
    • Brisbane ads for a Brisbane based news portal
  • Personal (Ads)
    • I surf. I’m friends with lots of health & fitness people & I have my own business.
  • Cost Effective
    • Only Pay When Ad Clicked
    Only Pay When Ad Clicked or Displayed Only Pay When Ad Clicked
  • Get total visibility
    • Demystify your marketing
  • Then...Develop a formula
    • Know exactly how your advertising has performed and how you can tweak it to make it better.
  • The Revolution
    • Push Pull, Two way dialogue with customer
  • SOCIAL MEDIA
    • “ I call my friends. I don’t need to use the internet to communicate with my friends.”
    • “ It’s just a fad for teenagers”
    • “ I don’t want everybody to know what I’m doing”
    • “ Social media is for people who have too much time on their hands”
    • “ I don’t have anything to say that people will want to hear”
    RESISTANCE
  • Social media isn’t a fad, it’s a fundamental shift in the way we communicate and do business Social media isn’t a fad, it’s a fundamental shift in the way we communicate and do business
  • BENEFITS OF SOCIAL MEDIA
    • Exposure & Branding
    • Customer Service
    • Networking/Sales Opportunities
    • Backlinks/Traffic
    • Market Intelligence
    BENEFITS OF SOCIAL MEDIA
    • Facebook accounts for 29% of time spent online.
    • 79.1% of Internet users in Australia view online video.
    • LinkedIn is the largest networking site for professionals in Australia and New Zealand.
    • 2.5 million Twitter subscribers in Australia
    • sources: 1 Nielsen, November 2009. 2 Universal McCann, July 2009. 3 http://blog.linkedin.com/2009/12/03/linkedin-australia 4 http://blog.tribalytic.com/2010/05/13/how-many-australian-twitter-users-are-there-and-where-are-they-from/
    INTERNET USAGE STATISTICS
  • Consumers trust their friends more than companies
    • 90% of consumers surveyed trust recommendations from people they know, while 70 percent trusted consumer opinions posted online.
    source: Chadwick Martin Bailey and iModerate Research Technologies
  • I Want to be Your Friend
    • Among consumers polled, 51 percent of Facebook users and 67 percent of Twitter users said they are more likely to buy from the brands they "friend" or follow, while 60 percent of Facebook users and 79 percent of Twitter users are more likely to recommend those brands to others.
    A recent study by market research firms Chadwick Martin Bailey and iModerate Research Technologies
  • How do you look when you’re not using Social Media?
    • The study also found that Internet users now expect businesses to have "some digital face - whether it's on FB or Twitter," otherwise the opinion may be that they are "not really with it or in tune with the new ways to communicate with customers."
    Your not really interested in me and what I have to say A recent study by market research firms Chadwick Martin Bailey and iModerate Research Technologies
  • Australians lead the way with Facebook
    • Australians spend more time on Facebook (average 7 hours 19 minutes per month) than the US and Italy.
  • TARGET YOUR MARKET
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  •  
  • DIRECT MAIL WEBSITE MARKETING QUIZ SOCIAL MEDIA PHOTO COMPETITION OUTDOOR PROMOTION TRADITIONAL DIGITAL FACEBOOK PAGE
  • DON’T BE LEFT IN THE STONE AGE...
  • DON’T RETREAT
  • ACCEPT CHANGE
  • YOU COULD SEE A WHOLE NEW LIGHT
  • Why Should You Utilise Social Media? Why Should You Utilise Social Media?
    • The audience for social media is growing more rapidly than that of any other traditional media avenues.
    • Consider this: it took 38 years for radio to reach 50 million users, and it took television 13 years. And the Internet? Just 4 years. (Qualman, E. 2009)
    • It’s not a question of whether we engage in social media, but how well we do it.
  • www.memedia.com.au http://www.faceboo k.com/chrishoges http://au.linkedi n.com/in/chrishoges Chris Hogan Director of MeMedia