Introductory class to digital marketing for the students of Area 31 of IE University.

1. INTRODUCTION
TO DIGITAL
MARKETING

2. This is what we will see today 
TABLE OF
CONTENTS
>

3. TABLE OF CONTENTS
1. Introduction.
2. 4 important tips.
3. Digital marketing mix.
4. The strategy is the key.
5. SimilarWeb practice.
6. Digital terms glossary
>

4. Let's get to know each other
BLOCK 1>

5. Hi
I’m Jesús Moreno
You can find me in LinkedIn as @jeanmoreman
and in jesus@cosmica.es

6. SOMETHING ABOUT ME
8 years of experience in digital
marketing
Publicidad y RR.PP.
Image and video professor master
>

7. Author: Daido Moriyama

8. Soheri.com

9. Paolo Sorrentino – La Gran Belleza

10. Edward Hooper

11. Coding

12. Source: Wikipedia

13. Stanislaw Lem

14. And why I tell
you this?
>

15. Because
everything
is connected
>

16. “For doing a good job in
marketing you need
references, your brain
needs foooooood”

17. About the next minutes
BLOCK 2>

18. 4 PRINCIPLES FOR THE
ONLINE MARKETING
Test, test, try, try, try,
measure, measure, iterate,
implement and improve
There is no other recipe.
NO FEAR
If a channel doesn't work,
look for another option.
You can always, always do
it differently.
ALWAYS PLAN B
Creativity is great. but also
focus your actions towards
a concrete and measurable
goal.
THE BASE, THE KEY
Go to the essence of your
project, the closer you get
to it, the better your
audience will value you.
LESS IS MORE
>

19. Let’s go
BLOCK 3>

20. 6 BASIC CHANNELS
OF DIGITAL MARKETING
>
DIGITAL
MARKETING
SEM SEO
EMAIL
MKT
SOCIAL
MEDIA
DISPLAY
AFFILIATE
ANALYTICS
❤

21. SEO
Search Engine Optimization (SEO) is the part of digital marketing whose mission is to
improve the positioning of a website in the organic results of the different search
engines.
>

22. SEO>
Car insurance

23. SEO>
Why does RASTREATOR
invest so much budget in
TV campaigns, RADIO... and
also worry about being first
in Google results?

24. SEM
The SEM (Search Engine Marketing), concerns all the Marketing actions on the Search
Engines.
Using this type of campaigns we can offer advertisements to potential clients who are
actively looking for products, services or content related to our project.
>

25. SEM>

26. SEM>

27. DISPLAY
Display advertising is an advertising format which displays ads in the form of banners, videos,
flash, HTML on the landing pages.
In their most basic form, these banners are a combination of images and text.
products, services or contents related to our project.
>

28. DISPLAY>
Source: http://thefirstbannerad.com/
1994

29. DISPLAY>
Source: match2one.com

30. DISPLAY>

31. DISPLAY>

32. DISPLAY>

33. AFFILIATION
Affiliate marketing is based on achieving results through collaboration between
companies or websites, called affiliates, which are responsible for advertising
merchants by publishing ads, promotions, partnerships, etc.
>

34. AFFILIATION>
USER
SUPPLIER
Redirects the
customer
Pays a comission
on the sale
Visit
Sells

35. AFFILIATION
Example: travel website specialized in generating content of the different destinations.
>

36. AFILIACIÓN>

37. SOCIAL MEDIA
Social Media Marketing contemplates all the necessary strategies to achieve digital marketing objectives using
Social Networks.
Depending on the type of content and its approach, it will allow to connect with different areas, such as:
- Increasing brand awareness.
- Community building.
- Sales.
- Generation of potential clients (leads).
Due to their use at a personal or leisure level they have been considered easy to manage, but they are a
complex and powerful tool for your business if managed professionally.
>

38. SOCIAL MEDIA>
Relationship status: ONFIREBALL

39. SOCIAL ADS
Using the exhaustive knowledge that Social Networks have of our user
behaviour, they offer a high level of segmentation to provide different types of
campaigns associated with diverse digital marketing objectives.>

40. SOCIAL ADS>

41. SOCIAL ADS>

42. EMAIL MARKETING
This area of digital marketing is in charge of connecting with the user through email in order to achieve your
conversion goals.
>

43. EMAIL MARKETING>
Source: co-well.vn

44. But in order to succeed, a strategy is needed.
This is all great

45. Source: co-well.vn

46. - How I’m going to attract traffic.
- Does anybody knows my brand/company?
- Why an user would give me his/her data in my website?
- Why I need a database?
- I’m sure that I have something to say to my audience?
SOME SIMPLE QUESTIONS>

47. The strategy is the key
BLOCK 4>

48. A SMALL BREAK>

49. BRANDING vs PERFORMANCE>

50. BRANDING vs PERFORMANCE>
BRANDING PERFORMANCE
Vídeo, Social Media, PR,
Display, Youtube…
SEO, PPC, SEM, Lead
Ads
Articles, reviews,
website
Landing page, Emails,
newsletter, remarketing
Custom messaging,
case studies,
testimonials
E-brochures, offers
Loyalty / rewards
Call, Email, Buy Now
Link, Sale Closure

51. PUSH vs PULL>

52. PUSH vs PULL>
PUSH
Push marketing is a promotional strategy where businesses
attempt to take their products to the customers.
PULL
The goal of pull marketing is to get the customers to come to you

53. PUSH vs PULL>
PUSH
Push marketing is a promotional strategy where businesses
attempt to take their products to the customers.
NOT ACTIVATED USER

54. PUSH vs PULL>
PULL
The goal of pull marketing is to get the customers to come to you
THE USER IS ACTIVELY LOOKING FOR SOMETHING TO BUY

55. DIGITAL MARKETING PLAN
Goals
Estrategies
& Tactics
Analysis
>
Action
plan
Monitorize &
Analytics

56. 1. ANALYSIS
WHERE ARE WE IN THE DIGITAL ENVIRONMENT? External analysis.
Competitors: value proposal, targeting, communication, etc.; their website, SEO, SEM, Social Media, etc.;
qualitative and quantitative evaluation.
Benchmarking: identify digital best practices and success stories to gather ideas, whether or not they are from
the sector.
Customers: characteristics and behaviour - customer people
What media they use, what websites they visit, what do they buy?
Influencers to follow, co-marketing...
Digital trends: most used social networks, digital habits and trends of the sector and customers, forecasts of
the digital environment.
DIGITAL DAFO
>

57. 1. ANALYSIS
COMPETITORS ANALYSIS
>

58. 1. ANALYSIS
IE UNIVERSITY
>

59. 1. ANALYSIS
IE UNIVERSITY
>

60. 2. GOALS
WHAT DO WE WANT TO ACHIEVE IN DIGITAL MARKETING?
>

61. 2. GOALS>
Source: Kaushik

62. 2. GOALS>
ATTRACT CONVERSION SELL LOYALTY
UNKNOWN VISITS LEADS CLIENT PRESCRIPTOR
Blog
Keywords
Social Media
Call to actions
Forms
Landing pages
Emails
eCommerce tools
Workflows
Eventos
Smart content
Social Media

63. 3. STRATEGY AND TACTICS>
❥
Example:
Generate brand awareness
Create a Social Media Community
Display campaing in YouTube Ads.

64. 4. ROADMAP
HOW WILL WE DO IT? WHEN (SET DEADLINES)? WHO??
>

65. 5. ANALYSIS AND MONITORING
ARE WE GETTING THERE?
>

66. Competitors analysis
WORK TIME>

67. ACTIVITY DYNAMICS
1. Explanation of SIMILAR WEB tool.
2. Each student chooses a competitor from his sector with enough web traffic (at least 10,000 - 12,000
visits/month).
3. An analysis with commentary must be made in each of the sections.
4. Common example and we comment on it together.
>

68. A glossary to make life easier
BLOCK 5>

69. CONCEPTS
In this website you can find a dictionary with the most used terms in
digital marketing. Consult it whenever you have any doubt and keep on
going.
But it is essential that you start to internalize them.
https://www.marketingterms.com/dictionary/
GLOSSARY
>

70. Thanks!
We are in:
Cosmica.es
jesus@cosmica.es
Questions?