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Learn the basics of online marketing. General session to Sahm Group employees by Mohamed Abdel Kareem

Learn the basics of online marketing. General session to Sahm Group employees by Mohamed Abdel Kareem

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Digital marketing for biz by mohamed abdel kareem Presentation Transcript

  • 1. Introduction To Digital MarketingBy :Mohammed Abdel Kareem Sahm Group Inc 2011 1
  • 2. Purpose of today’s session Give you:  Basics of E-marketing  E-marketing Tools  Helping tools & URLS Plz  Share your experience Ask Questions Challenge me 2
  • 3. E-Marketing Tools SEO Web Social analytics Media &Testing E-marketing Onlineadvertising Data base marketing SEM ------------------------------------------------------ 3
  • 4. Organization Structure ------------------------------------------------------ 4
  • 5. Organization Structure 5
  • 6. E-Marketing summary 6
  • 7. ------------------------------------------------------ 7
  • 8. E-Marketing  Achieving marketing objectives through applying digital technologies.E-Marketing – Online  The application of the Internet and related Marketing- Digital digital technologies in conjunction with Marketing traditional communications to achieve marketing objectives.  Describe the management and execution of marketing using electronic media such as the web, e-mail, interactive TV and wireless media in conjunction with digital data about customers’ characteristics and behaviour. ---------------------------------------------------------- 8 -
  • 9. Internet marketing is associated with . several business models:• Digital Marketing• E-commerce• E-business 9
  • 10. E-Commerce• It’s simply refer to buying and selling using the Internet.• people immediately think of consumer retail purchases from companies such as Amazon… However, e-commerce refers to both financial mediated transactions between an organisation and any third party it deals with ------------------------------------------------------ 10
  • 11. E-Business• All electronically mediated information exchanges, both within an organisation and with external stakeholders, supporting the range of business processes.• IBM / Dell…. ------------------------------------------------------ 11
  • 12. Different types of online presence1- Transactional e-commerce site2- Services-oriented relationship-building web site3- Brand-building site4- Portal or media site ------------------------------------------------------ 12
  • 13. Web 2.0 concept• A collection of web services that facilitate certain behaviours online such as• Community participation• User-generated content• Rating and tagging. ------------------------------------------------------ 13
  • 14. Benefits of Digital Marketing 14
  • 15. Strategic online marketing plan (Pathway)2011 Become a SocialObjectives Build an effective Network success Grow customer base online brand storyGoals 15 k website 1000 reg. 1,000 inbound 5 k Twitter visits /mo customers /mo links followersStrategies Optimize SEO Launch paid Social Media website advertising ImplementTactics Multivariate 20+ blog posts SEM buys on testing each mo Google tracking code Usability Syndicate w/ Affiliate Daily data testing RSS & API program briefings Optimize for YouTube/FB Social search Performance mobile channels campaigns based bonuses ------------------------------------------------------ 15
  • 16. Search Engine Optimization• The Search Landscape• How Search Engines Work• Search Engine Business models ------------------------------------------------------ 16
  • 17. Search Engine Landscape 3Billion Searches Per Day 17
  • 18. Why should you care about SEO? ------------------------------------------------------ 18
  • 19. Organic vs. Paid SearchPaidOrganic ------------------------------------------------------ 19
  • 20. Organic vs. Paid Search 10% of Clicks90% of Clicks 20
  • 21. How Search Engine works?Crawling & IndexingCrawlingIndexedRanking 21
  • 22. Many Domains vs. One Domain VS. ------------------------------------------------------ 22
  • 23. SEO Ranking factor ------------------------------------------------------ 23
  • 24. Crawlability / Link Architecture ------------------------------------------------------ 24
  • 25. Duplicate Content ------------------------------------------------------ 25
  • 26. Search Friendly URLswww.nationalgeographic.com/animals/african-elephants Keywords in page name, Single domain separated by hyphen Shallow folder structure with relevant words ------------------------------------------------------ 26
  • 27. Search UN-Friendly URLsXyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 No keywords in the URL string Unnecessary Sub-domain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters ------------------------------------------------------ 27
  • 28. Important Tags & SignalsTitle Tags ------------------------------------------------------ 28
  • 29. Meta Descriptions Meta Descriptions 29
  • 30. Tag Length Recommendations 30
  • 31. Image Alt AttributesGood keyword usage in the alt tag ------------------------------------------------------ 31
  • 32. Tools & Tactics for Brainstorming ------------------------------------------------------ 32
  • 33. Salespeople & Customers ------------------------------------------------------ 33
  • 34. Google AdWords Tool Be Wary of Match Typehttps://adwords.google.com/select/KeywordToolExternal ------------------------------------------------------ 34
  • 35. Google Trends ------------------------------------------------------ 35
  • 36. ------------------------------------------------------ 36
  • 37. Social Media Landscape ------------------------------------------------------ 37
  • 38. The 4 key areas of online PR Social media strategy?E-PR activities E-PR activitieso Inbound link-building o Surveys and polls a r ro go Content creation o Audience research: h 2. & D se s th ctin ch u g En iao Blogs r a to ttr o Social media inc ga logo Feeds (RSS) user-generated content vi 1. A ge ueo Press releases o Own blog m si eno Influencing media o Influencing media owners t owners Online E-PR activities PR E-PR activities o Propagating o Brand protection ‘big idea’ 3. i s ve o Monitoring Bu pa z r i s n si C o Web editorial am uz and response: ild ign contacts / C efe in o Social media B D g o Viral agents 4. o Influencing media o Seeding viral owners o Press releases o Influencing media owners ------------------------------------------------------ 38
  • 39. Social Media tasks ------------------------------------------------------ 39
  • 40. One more, what is Social Media?!It is a fancy way to describe Millions on “conversations” people have online 24/7 ------------------------------------------------------ 40
  • 41. The power of Social Media? Because it is all about Being Human!It is about 4CCommunications, Connections, Collaboration, Contributions, Content creation,sharing ------------------------------------------------------ 41
  • 42. The power of Social Media? It is about a DIALOGUEIt creates a two way communications medium between a brand/companyand its consumers ------------------------------------------------------ 42
  • 43. What Can Social Media Do for me?People that don’t love yourbrand will love it, thosewho already love it willbecome your most powerfulbrand ambassadors Loyalty Building ------------------------------------------------------ 43
  • 44. Facebook in Egypt ------------------------------------------------------ 44
  • 45. Facebook in Egypt ------------------------------------------------------ 45
  • 46. Facebook in Egypt ------------------------------------------------------ 46
  • 47. Facebook in Egypt ------------------------------------------------------ 47
  • 48. Facebook in Egypt ------------------------------------------------------ 48
  • 49. Social Media Tools ------------------------------------------------------ 49
  • 50. Reputation Management ------------------------------------------------------ 50
  • 51. Performance measurement ------------------------------------------------------ 51
  • 52. Online Advertising Glossary• Pay-per-click (PPC) The pricing structure used by some online channels to charge an advertiser each time a user clicks on the advertisers ad. The amount is usually set by the advertiser, not by the channel. Also called cost-per- click (CPC).• CPM This stands for cost-per-thousand impressions. A CPM pricing model means advertisers pay for impressions received ------------------------------------------------------ 52
  • 53. Online Advertising Glossary• Click through rate (CTR) (CTR) is the number of clicks that your ad receives divided by the number of times that your ad is displayed (impressions). Your ad and keyword each have their own CTRs, unique to your own campaign performance.Keyword Matching Options• Broad match: keyword (no punctuation) Allows your ad to show for searches on similar phrases and relevant variations• Phrase match: "keyword" Allows your ad to show for searches that match the exact phrase• Exact match: [keyword] Allows your ad to show for searches that match the exact phrase exclusively• Negative match: -keyword Ensures your ad doesnt show for any search that includes that term ------------------------------------------------------ 53
  • 54. Thanks for your Time Mohammed Abdel Kareem Sahm Group 2011 ------------------------------------------------------ 54