Maximizing Digital Marketing for Entrepreneur


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Indonesia Womenpreneur Award, Kembang Goela, Jakarta, Aug 21, 2013

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Maximizing Digital Marketing for Entrepreneur

  1. 1. Maximizing Digital Marketing for Entrepreneur Jakarta, August 2013 prepared by Vidiyama Sonekh @vidiyama Wednesday, August 21, 13
  2. 2. Agenda Indonesia Digital Landscape Understanding Your Customers & The New Marketing Website Usability & Analytics Acquisition Wednesday, August 21, 13
  3. 3. Indonesia Digital Landscape Wednesday, August 21, 13
  4. 4. Indonesia Digital Landscape ... Nowadays market is no longer owned by television and/or magazines, websites and social media also become an main channel to spread information for everyone. Current Digital Landscape Wednesday, August 21, 13
  5. 5. The growth of Indonesia internet user is 33% by 2014. it will be 33% of total population. Indonesia Internet Population Indonesia Digital Landscape Wednesday, August 21, 13
  6. 6. Indonesia Digital Landscape Indonesia Internet Behavior Google, Facebook, are the most popular accessed site by February 2013. on the other side, 82% people is using internet for social network and 57% of them are seeking for general information. Wednesday, August 21, 13
  7. 7. Understanding Your Customers & The New Marketing Wednesday, August 21, 13
  8. 8. Understanding Your Customers & The New Marketing The New Customer Behavior The Funnel Metaphor The customer behavior has changed along with growth of the internet users. apparently, user is having a lot of references before they decide to purchase a product. Wednesday, August 21, 13
  9. 9. Understanding Your Customers & The New Marketing There are 4 steps for customers before they decide to purchase a product. instead of brand recognition, brand trusted and online user experiences become their priority nowadays. The Purchasing Process Wednesday, August 21, 13
  10. 10. Understanding Your Customers & The New Marketing What Does It Mean To Consumers These are 3 types of media category based on level of awareness. at first, we utilize paid media to spread the brand attention, engage at owned media to create earned media from customers. Wednesday, August 21, 13
  11. 11. Website Usability & Analytics Wednesday, August 21, 13
  12. 12. What they want to do... Website Usability & Analytics What we want them to do... The Issue in fact, we can not force the (potential) customers to do what we want to do, therefore when we built a platform we need to do an usability testing and behavior analysis for each type of customer levels. Wednesday, August 21, 13
  13. 13. By Usability Guru, Jakob Nielsen Website Usability & Analytics 5 Key Elements of Website Usability Recognition first step of website usability is how user see your platform? how intuitive the design of the site? Efficiency how many step taken to find an information in your site? Memorability can user easily remember the flow to browse the site? Errors what kind of errors are users making , why are they making them? how long it takes to correct their errors? satisfaction are your customers enjoy using your website? Wednesday, August 21, 13
  14. 14. Website Usability & Analytics What Designers Build This is an example of online booking reservation designated for those who need to easily find a hotel with affordable price. Wednesday, August 21, 13
  15. 15. Website Usability & Analytics What Users See in the top level of platform, users directed to focus on the hotel type and date confirmation Wednesday, August 21, 13
  16. 16. Website Usability & Analytics In the end, it all depends on your business objectives. The user experience does NOT belong to your CEO, your head of marketing, or the web designer . The views of your users are the only things that count when it comes to website usability. Watch and measure user behavior to make logical, objective conclusions about your site you can see these following methods : A/B testing your page Multivariate tests Usability tests Customer online surveys Customer persona analysis Summary How do we measure and optimize the site? Wednesday, August 21, 13
  17. 17. Website Usability & Analytics Sample of Good UX when your goal is to gain member as many as you can,your homepage should be clear and concise and directing users to “sign up”. Wednesday, August 21, 13
  18. 18. Website Usability & Analytics Sample of Good UX Wednesday, August 21, 13
  19. 19. Questions What is your goal in digital? What is your most important business objective? Do you think your users have problems to accomplish the objective? How can you fix the problems? What will you test? Website Usability & Analytics Summary Knowing your customer behavior is the most essential step to achieve your business goals. Do research them and optimize quickly. Wednesday, August 21, 13
  20. 20. Web analytics is the practice of collecting, measuring, analyzing, and reporting on Internet data for the purpose of understanding how a website is used by its audience and how to optimize its usage (definition by the Web Analytics Association) Website Usability & Analytics Analytics Key Points in web analytics: What are they doing in our website? How do they get into our website? Are they engaged to the website’s content? Are they filling our website’s objective Wednesday, August 21, 13
  21. 21. Website Usability & Analytics How To Collect The Data Wednesday, August 21, 13
  22. 22. Website Usability & Analytics Analytics Tools google analytics is a real-time platform to measures your traffic and user behavior simultaneously. Wednesday, August 21, 13
  23. 23. Website Usability & Analytics • It’s a tool not an answer – use it to come up with a hypothetical answer • Need a clear strategy for measurement • Just because you can measure it doesn’t mean you should measure it • Remember what we can’t measure • Custom setup Google Analytics Google analytics is not a platform to answer your business goals. google analytics is a tool to help you understand your visitor flow and behavior on the site. every metrics comes up with a hypothesis to take any optimization step in further. Wednesday, August 21, 13
  24. 24. Website Usability & Analytics Web analyticsWhats happening on my site? Why is it happening? User experience research Measurement Strategy these are the following step before we did an optimization is knowing what happens on the site and find out why . Wednesday, August 21, 13
  25. 25. Acquisition Wednesday, August 21, 13
  26. 26. Acquisition Email Marketing SEO/SEM PPC You can get the customer acquisition using Email marketing, SEO and PPC The Channels Wednesday, August 21, 13
  27. 27. Acquisition Email Marketing • Improves direct mail response rates by 40% • Improves telemarketing conversion by 78% • Re-enforces advertising messages by 35% Email marketing is the first channel to acquire new customers. however the strategy of using email marketing is should be clear and targeted. we can use the different message towards customer types in digital under the CRM platform. Email Marketing Wednesday, August 21, 13
  28. 28. Acquisition Email Marketing 1. Creative 2. Relevance 3. Incentive 4. Targeting & Timing 5. Integration 6. Copy 7. Attributes 8. Landing page Here is 8 key elements to get higher member acquisition through email marketing : Email Marketing be C.R.I.T.I.C.A.L. Email marketing is recommended for specific target audience especially those who goes mobile, students or professional. Wednesday, August 21, 13
  29. 29. Acquisition SEO/SEM • Higher Visibility • It can help you achieve your business goals • Competitor activity means that you have to • It’s free targeted traffic • Because it/s very easy to gauge its success SEO By using both of SEM and SEO integration we could gain higher brand visibility and traffic acquisition up to 70% Wednesday, August 21, 13
  30. 30. 10 20 60 Top listing in sponsored alone Top listing in natural alone Top listing in sponsored & natural Benefit on SEO & SEM Integration Users are more likely to click through to your site if you use both paid and organic. by using long tail keyword we can actually gain 70% of traffic. top listing in both paid and organic will receive more clicks (per 1000 impressions) Acquisition SEO & SEM Wednesday, August 21, 13
  31. 31. Acquisition PPC • Paid Search - drives traffic to a website through paid links • It is a highly effective form of acquiring traffic online • …if managed correctly Why PPC? • Control – Campaign can be turned on or off at will or automatically • Page specific – Ads can lead searchers to specific pages for particular products or services • Flexibility – Target keyword changes are easy to implement • Insurance – You are protected against ranking algorithm changes on organic Search Engine • Analytics – High degree of detail can be measured Since google become the first option of internet users while searching, ppc could be used by brands to get a higher acquisition number. PPC Wednesday, August 21, 13
  32. 32. Acquisition PPC not only google we can also use another ppc platform in order to tap another audience. there are twitter promoted tweet for engagement, facebook ads or youtube ads to gain views and subscriber. Alternatives Platform Wednesday, August 21, 13
  33. 33. Acquisition Organic and paid search should be well-maintained. at the end, the higher proportion of organic the better. Summary Wednesday, August 21, 13
  34. 34. @vidiyama - 2013 Thank You Wednesday, August 21, 13
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