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Digital Marketing for Startups - Lecture at Ozyegin University

Digital Marketing for Startups Lecture
Ozyegin University, Master of Entrepreneurship
Instructor Ata Gur

Digital Marketing for Startups - Lecture at Ozyegin University

  1. 1. S T A R T Master in Entrepreneurship Digital Marketing Lecture Ata GÜR 20.12.2014 /in/atagur /ata_gur atagurr@gmail.com atagur.net
  2. 2. What is Digital / Online Marketing?
  3. 3. What is Digital / Online Marketing? digital |ˈdijitl| adjective 1 (of signals or data) expressed as series of the digits 0 and 1, typically represented by values of a physical quantity such as voltage or magnetic polarization. Often contrasted with analog. online |ˈänlīn, ˈôn-|Computing adjective controlled by or connected to another computer or to a network. • connected to the Internet or World Wide marketing |ˈmärkitiNG| noun the action or business of promoting and selling products or services, including market research and advertising.
  4. 4. Traditional Digital TV Radio Newspaper Outdoor Magazines Brochure Telephone Postal ServiceFace to Face I / 0
  5. 5. Digital Type Measurability Segmentation & Differentiation Speed of Results & Decisions Possibility to Change Required Scale Average Cost Time Consumption Tangibility Coverage Traditional Push Limited Limited Slow Limited High High Creation Yes Large Mostly Pull High High High High No Low Maintenance No Small
  6. 6. Why should I do digital marketing as a startup?
  7. 7. John Wanamaker 35th United States Postmaster General, Merchant (1838 – 1922) "Half the money I spend on advertising is wasted; the trouble is I don't know which half."
  8. 8. Digital Marketing Helps You… …but still you should decide depending on your startup
  9. 9. How much are companies spending for each channel?
  10. 10. Moments of Truth (before 2011) 1st During Shopping This moment happens after the customer has bought and started using your brand or product. The resulting experience (hopefully) supports your pre-purchase promises, helping to build a relationship with your audience 2nd After Using 3rd Long Time Usage This happens post- product use. It’s when your customer becomes a true fan and gives back to your brand with new content: word of mouth, ratings and reviews. At this point, the customer has become a walking endorsement for your business This represents the a- ha moment when confronted with the product and related alternatives in real life. The increase in showrooming behavior would confirm that this still happens. This is considered to be the decision point to buy a specific brand or product
  11. 11. Moments of Truth (after 2011) 0th Before Shopping 1st During Shopping This moment happens after the customer has bought and started using your brand or product. The resulting experience (hopefully) supports your pre-purchase promises, helping to build a relationship with your audience 2nd After Using 3rd Long Time Usage This happens post- product use. It’s when your customer becomes a true fan and gives back to your brand with new content: word of mouth, ratings and reviews. At this point, the customer has become a walking endorsement for your business This represents the a- ha moment when confronted with the product and related alternatives in real life. The increase in showrooming behavior would confirm that this still happens. This is considered to be the decision point to buy a specific brand or product This is when prospects recognize a need and goes online to gather information regarding a potential purchase. Understand that the word purchase is used loosely
  12. 12. WHAT ARE THE TYPES OF DIGITAL MARKETING ?
  13. 13. SEO SEM Content Marketing E-mail Marketing SMM Social Bookmarking Document Sharing Online Reputation ManagementDigital PR Type-in Traffic Direct Traffic ASO Display Marketing Social Media Advertising Remarketing Retargeting Affiliate Video Mobile Marketing
  14. 14. Inbound •  Communication is two way •  Customer come to you via Search Engines, Social Media and referrals •  Marketers do provide value to customer •  Marketers seeks to entertain and/or educate •  FREE! •  Communication is one way •  Customers are sought out via advertising •  Marketers provide little value to customer •  Marketers prefer paying instead of seeking entertaining and/or educating the customer •  PAID Outbound / PPC https://www.youtube.com/watch?v=Q3yCB7AvvAk
  15. 15. Outbound / PPC Inbound •  SEO •  Content Marketing •  SMM •  E-mail Marketing •  Social Bookmarking •  Document Sharing •  Online Reputation Management •  Digital PR •  Referrer Links •  Type-in Traffic •  ASO and some growth hacking practices •  SEM •  Social Media Advertising •  Display •  Remarketing / Retargeting •  Affiliate •  Video Advertising •  Mobile Advertising
  16. 16. DIGITAL INBOUND MARKETING
  17. 17. SEM (Search Engine Marketing)
  18. 18. SEM (Search Engine Marketing) Reach people at the precise moment they’re searching for what you offer •  Your ad is displayed to people who are already searching for the kinds of products and services you offer. •  Those people are more likely to take action. Control your budget •  With cost-per-click (CPC) bidding, you’re charged only when someone clicks your ad, not when your ad appears. •  You decide how much or little you want to spend monthly •  There’s no minimum spending commitment. •  Target geographically See exactly what's working in your ad, and build on it •  View a report of how your ad is doing -- see how many new customers connect to your business from your ad, where they’re coming from, and more. •  Quick Response •  Start/Stop Instantly
  19. 19. SEM (Search Engine Marketing)
  20. 20. Social Media Advertising
  21. 21. Social Media Advertising
  22. 22. Social Media Advertising
  23. 23. Social Media Advertising Different Targeting Methods •  Demgraphic targeting •  Interest targeting •  Device targeting Control your budget •  CPC / CPM, you’re charged only when someone clicks your ad or when your ad appears depending on your choice •  You decide how much or little you want to spend monthly •  There’s no minimum spending commitment. •  Target geographically See exactly what's working in your ad, and build on it •  View a report of how your ad is doing -- see how many new customers connect to your business from your ad, where they’re coming from, and more. •  Quick Response •  Start/Stop Instantly
  24. 24. Display Advertising
  25. 25. Display Advertising Different Targeting Methods •  Website targeting •  Category targeting •  Demgraphic targeting •  Interest targeting •  Device targeting Control your budget •  CPC / CPM, you’re charged only when someone clicks your ad or when your ad appears depending on your choice •  You decide how much or little you want to spend monthly •  There’s no minimum spending commitment. •  Target geographically See exactly what's working in your ad, and build on it •  View a report of how your ad is doing -- see how many new customers connect to your business from your ad, where they’re coming from, and more. •  Quick Response •  Start/Stop Instantly
  26. 26. When to use which one?
  27. 27. Social Media & Display Advertising Search Enging Marketing •  Sales Focused •  Target Keywords •  Defined products & services •  Branding & Awareness Focused •  Target People •  Introducing new concepts
  28. 28. Remarketing / Retargeting
  29. 29. Remarketing / Retargeting Rule of Seven In marketing, it is said that a customer has to see an ad seven times to remember it. Marketers like to talk about “The Rule of Seven”: the idea that people need to see your marketing message seven times before they take action.
  30. 30. Remarketing / Retargeting What are the benefits? Continue the conversation: with a well-defined marketing plan, communication with your potential or current customers doesn't end when they leave your site. Create custom banners to speak to these visitors differently than your general messaging. Provide additional product information: deliver custom content to visitors who visited specific pages on your site. Providing additional information about products or services to these visitors will increase conversion rates. Set yourself apart from your competitors: reaffirm your competitive advantage over your competitors in retargeting banners. It increases brand awareness and keeps you in front of the visitor until they're ready to convert. Close the sale with a promotion: offer an exclusive promotion to visitors who bounced from your site. Because this won't be available to the general public, you can offer deeper discounts to these visitors. Promote similar products and services: perhaps the product or service your visitor looked at wasn't right for them. With retargeting, you can feature similar products or services they may not have found while on your site, but could have been looking for. Much much more: Every day new technologies are created which make retargeting more sophisticated and beneficial to your business.
  31. 31. Affiliate Marketing
  32. 32. Affiliate Marketing
  33. 33. Affiliate Marketing
  34. 34. Affiliate Marketing
  35. 35. Affiliate Marketing Benefits •  Website targeting •  Bringing extra sales Control your budget •  CPA (Cost per Acquisiton), you’re charged only when someone makes a purchase on your website Optimize •  View a report of which websites are more relevant and have your potential customers, increase your spending on them and stop your spending on the websites bringing trash traffic.
  36. 36. Video Advertising
  37. 37. Video Advertising
  38. 38. Video Advertising
  39. 39. Video Advertising
  40. 40. Video Advertising Different Targeting Methods •  Demographic targeting •  Interest targeting •  Device targeting •  Geographic Targeting Control your budget •  CPV (Cost per view), Only pay when people watch With video ads you pay only when someone chooses to watch your ad, so you don't waste money advertising to people who aren't interested in your business. •  You decide how much or little you want to spend monthly •  There’s no minimum spending commitment. See exactly what's working in your ad, and build on it •  View a report of how your video ad is doing •  Quick Response •  Start/Stop Instantly
  41. 41. Mobile Advertising
  42. 42. Mobile Advertising Different Targeting Methods •  App targeting •  Interest targeting •  Device targeting •  Geographic Targeting Control your budget •  CPC / CPM •  You decide how much or little you want to spend monthly •  There’s no minimum spending commitment. See exactly what's working in your ad, and build on it •  View a report of how your ad is doing •  Quick Response •  Start/Stop Instantly
  43. 43. SEO Social Media E-Mail Marketing Content Marketing Social Bookmarking Blogging Type-in Traffic ASO Referrer Links Guest Blogging Digital PR Online Reputation Management Infographic Q&A Sites Comments White Papers Wikis Post Sharing Photo Sharing Video Sharing Local Portals Forums
  44. 44. SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. SEO
  45. 45. Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.
  46. 46. Blogging
  47. 47. Blogging Context •  Who should read it? •  What am I sharing is different or new? •  Why should someone anyone care about it? •  Is it user friendly? Anatomy •  Short and Interesting Title with max 70 characters •  Value-Oriented Title ie. ‘5 keys to attract investors to your startup’ •  Body with sections, lists and bullet points work and plain text do not •  Appealing first paragraph •  400-600 words body text SEO Related Points of Success •  In the same domain •  Post periodically, at least once per week •  Wordpress is quite SEO friendly
  48. 48. Guest Blogging Producing content to be published on other blogs Get links for SEO, referral traffic and awareness Each blog has their own requirements and you should fulfill these
  49. 49. Infographic Infographics are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly. •  Attractive •  Sharable •  Publishable Pictochart.com Infogr.am Visual.ly Vizualize.me
  50. 50. Wiki Wikipedia, WikiTravel, WikiHow, WikiBooks, etc. http://en.wikipedia.org/wiki/List_of_wikis
  51. 51. White Papers / ebooks A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. Academic, Credible, References Whereas an ebook is a published e- document which doesn’t require academical reference or problem- solution method Easier, Shorter, Engaging
  52. 52. Comment Marketing It helps you.. •  Awareness •  Trust •  Liability •  Links •  Profile Add value in the comment Influence other readers & commentors Don’t just thank to get a link
  53. 53. Local Portals It helps you.. •  Reach local community •  Get local links •  Target a niche that’s not targeted by most
  54. 54. Forums Forums have a lot of users, yes, still.. And it’s free
  55. 55. Q&A Sites You can find your potential customers and even get an investment out of q&a websites
  56. 56. Social Lives at the Top of the Funnel Social is Discovery Prior to Interest
  57. 57. Effect of Social Signals on Search Engines
  58. 58. Post Sharing Photo Sharing Video Sharing
  59. 59. Social Bookmarking delicious.com A social bookmarking service is a centralized online service which enables users to add, annotate, edit, and share bookmarks of web documents.
  60. 60. Facilitate Users to Share and Follow Addthis.com
  61. 61. E-MAIL MARKETING
  62. 62. Remind Your Users
  63. 63. Email Marketing is Still Profitable/Powerful
  64. 64. Measuring Performance on Digital Channels
  65. 65. The Funnel
  66. 66. Measuring Performance on Digital Channels Google URL Builder https://support.google.com/analytics/answer/1033867?hl=en
  67. 67. Conversion Value and Metrics Impressions Clicks CTR = Click Through Rate = Clicks / Impressions Cost Average CPC = Cost / Click Conversion Conversion Rate = Conversions / Clicks Conversion Value = Revenue / Conversion Cost / Conversion Profit / Conversion ROI LTV = Life Time Value = Prediction of the net profit attributed to the entire future relationship with a customer
  68. 68. RoI on Digital Campaigns Return on investment (ROI) is the benefit to the investor resulting from an investment of some resource. A high ROI means the investment gains compare favorably to investment cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. In purely economic terms, it is one way of considering profits in relation to capital invested. ROI(%) = (Net profit / Investment) × 100 http://www.youtube.com/watch?v=UE2LFFdkhVQ
  69. 69. Conversion Optimization & Experiments •  Compare how different web pages or app screens perform using a random sample of your users •  Define what percentage of your users are included in the experiment •  Choose which objective you’d like to test •  Get updates by email about how your experiment is doing
  70. 70. Online & Offline Marketing Integration http://www.youtube.com/watch?v=fGaVFRzTTP4
  71. 71. Assignment Digital Marketing Strategy for your startup: 25% After learning the types of inbound and outbound digital marketing channels, you should be able to decide which of them would work the most for your startup. I want you to make a digital marketing strategy in which you will write the digital marketing channels you will use in the following format: •  which channels you will use •  why you will use that channel •  how you will use that channel •  if an paid/outbound channel, please define your targeting and example ad •  if an inbound channel, please give some examples of your content and name the websites (if applicable) •  how much time and money you will spend on each one Please research, think, plan and then write, because this is a beneficial work for your startup and you will be using this all the time. The format can be ppt or doc, depending on your preference. The deadline is December 29, 11:59 PM Please do send to Ata GÜR through email. 
  72. 72. Google Analytics Workshop
  73. 73. Thank you for listening! /in/atagur /ata_gur atagurr@gmail.com atagur.net

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