Digital marketing urmia2017

1. Digital Marketing
Fundamentals
By: Tohid Aliashrafi
29 June 2017 - URMIA

2. HELLO!
I am Tohid Aliashrafi
CMO & Member of Board
@ Alibaba Travels Co.
- Diploma: Manavi High School in Urmia
- Polymer Engineer: Amirkabir University (Tehran
Polytechnic)
- MBA in Marketing: IMI
2
✋

3. What is Marketing?
Let’s start with Definition of Marketing
3
1

4. “Dr. Philip Kotler defines marketing as
“the science and art of exploring, creating, and
delivering value to satisfy the needs of a target
market at a profit. Marketing identifies
unfulfilled needs and desires. It defines,
measures and quantifies the size of the
identified market and the profit potential.
44

5. Marketing Process
5
R
● Research
STP
● Segmentation
● Targeting
● Positioning
MM
● Marketing Mix
► Product
► Place
► Price
► Promotion
I
● Implement
C
● Control

6. Marketing Types
C B G
Consumer C2C C2B C2G
Business B2C B2B B2G
Government
G2C G2B G2G
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7. Marketing vs. Advertising
Advertising is just one component, or
subset, of marketing.
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2

8. Marketing vs. Advertising
8
R
● Research
STP
● Segmentation
● Targeting
● Positioning
MM
● Marketing Mix
► Product
► Place
► Price
► Promotion
I
● Implement
C
● Control
This is Advertising
This is Marketing

9. Marketing Funnel
9
Awareness
Consideration
Preference
Action
Loyalty
Advocacy
Advertisement

10. 10
Marketing vs. Advertising

11. What is Digital Marketing?
Digital marketing also known as data-driven
marketing
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3

12. “Digital Marketing is an umbrella
term for all of your online
marketing efforts
1212

13. Digital Marketing Funnel
13
Reach
Act
Convert
Engage

14. Digital Marketing Funnel
14
Reach
Act
Convert
Engage
Buyers Stage: EXPLORATION
Buyers Stage: DECISION MAKING
Buyers Stage: PURCHASE
Buyers Stage: ADVOCACY

15. Digital Marketing Funnel
15
Reach
Act
Convert
Engage
Visitors
Traffic Channels
- Direct
- Organic Search
- Referral
- Social Media
- Email

16. Traffic Channels
16
Traffic Channels
- Direct
- Organic Search
- Referral
- Social Media
- Email

17. Branded Content
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Brand IdentityBrand Image
Gap

18. Media Types
18
Paid
Media
Owned
Media
Earned
Media

19. Digital Marketing Strategy
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4

20. Digital Marketing Strategy
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Situation Analysis means ‘where are we now?’
Objectives means ‘where do we want to be?’
Strategy means ‘how do we get there?’
Tactics defines the usage of tactical digital communications tools.
Actions refers to action plans, change management and project
management skills.
Control looks at keeping plans on track against target.
SOSTAC

21. Digital Marketing Tools
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5

22. Digital Marketing Tactics (Tools)
22
Digital
Marketing
SEO
Content
Marketing
Inbound
Marketing
Social Media
Marketing
PPC
Pay-Per-Click
Email
Marketing
Affiliate
Marketing
PR
Marketing

23. Email Marketing
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6

24. Email Marketing Types
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25. Email Marketing Tools
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26. Email Marketing KPIs
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27. Email Marketing Technics
27

28. Web Marketing
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7

29. Inbound Marketing
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30. Inbound Marketing
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31. Content Marketing
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32. Banner Marketing
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33. Web Push Notification Marketing
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34. Mobile Marketing
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8

35. Application Push Notification Marketing
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36. Messenger Marketing
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37. PR Marketing
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9

38. PR Marketing
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39. SEO & SEM
39
10

40. SEO
40

41. SEM
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42. Social Media Marketing
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11

43. Social Media Marketing
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44. Social Media Marketing
44

45. Social Media Marketing
45

46. Digital Marketing Analyse
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12

47. Digital Marketing Analyse
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48. Digital Marketing Analyse
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49. Digital Marketing Analyse
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50. Digital Marketing KPIS
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51. Digital Marketing KPIS
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52. Digital Marketing KPIS
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53. Digital Marketing Trends
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…

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THANKS!
Any questions?
You can find me at
@tohidaa & Tohid@alibaba.ir