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Digital Innovation (Digital vs Traditional Marketing)

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This is my deck for my talk at the Philippine Business Enterprise Congress where I spoke to 1,000 entrepreneurs who attended. It's a talk on digital marketing and SEO compared to what we have traditionally. Enjoy!

Published in: Marketing
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Digital Innovation (Digital vs Traditional Marketing)

  1. 1. DIGITAL INNOVATION A N O U T L O O K B E Y O N D S A L E S A N D M A R K E T I N G
  2. 2. WHO I AM
  3. 3. COMPANIES
  4. 4. DIGITAL VS TRADITIONAL
  5. 5. WHAT IS THE FIRST THING YOU DO IN THE MORNING?
  6. 6. IF YOU ANSWERED ‘CHECK FACEBOOK’ HERE’S A QUESTION FOR YOU
  7. 7. IF YOU ANSWERED ‘CHECK FACEBOOK’ HERE’S A QUESTION FOR YOU
  8. 8. CAN YOU STOP IT?
  9. 9. YOU SEE, DIGITAL IS A MINDSET
  10. 10. IT IS A PRODUCT OF THE CULTURE AROUND YOU
  11. 11. FILIPINOS USE THE INTERNET ( 2 0 1 6 S T A T I S T I C S ) 43.5%
  12. 12. THAT’S 44,935,500 THAT’S 44,935,500
  13. 13. WHAT IF WE REDUCE THAT NUMBER TO 10%
  14. 14. A MERE 4,493,550
  15. 15. WILL WE BE USING FACEBOOK AS MUCH?
  16. 16. IT IS THIS GROWTH IN DIGITAL ADOPTION
  17. 17. THAT FUELS THE STRENGTH OF DIGITAL
  18. 18. AND DIMINISHES THE INFLUENCE OF TRADITIONAL
  19. 19. WHO AMONG YOU READS THE NEWSPAPER?
  20. 20. WATCHES CABLE TELEVISION?
  21. 21. CONSIDERS FACEBOOK AS THEIR PRIMARY NEWS SOURCE?
  22. 22. WATCHES YOUTUBE MORE THAN TV? W A T C H E S YOUTUBE M O R E T H A N T V
  23. 23. WE LIVE IN A DIGITAL WORLD W E L I V E I N A DIGITAL WORLD
  24. 24. THIS IS HERE AND NOW THIS IS HERE AND NOW
  25. 25. THIS IS OUR REALITY
  26. 26. BRANDING AND IDENTITY
  27. 27. BRANDS AND IDENTITIES USED TO BE
  28. 28. RIDICULOUSLY COLOSSAL
  29. 29. CENTRALIZED
  30. 30. MEDIA CONTROLLED
  31. 31. BRANDS & IDENTITIES NOW
  32. 32. WIDESPREAD THROUGH DIFFERENT PLATFORMS & PERSONALITIES
  33. 33. DISSECTED
  34. 34. SOCIALLY CONTROLLED
  35. 35. DO YOU KNOW HOW SIMPLE IT IS TO CREATE YOUR OWN BRANDING & IDENTITY IN THE DIGITAL WORLD?
  36. 36. I WAS NEVER MEANT TO STAND HERE
  37. 37. I WOULD CARRY BACKBREAKING HARDWARE TO AND FROM OUR TRUCKS
  38. 38. DO INVENTORY
  39. 39. AND FINALLY SELL HARDWARE ITEMS TO LOCAL HARDWARE STORES
  40. 40. W E A R E N O T A RICH FAMILY
  41. 41. I STUDIED IN DLSU
  42. 42. ALMOST KICK OUT STUDENT
  43. 43. FAILED UNITS IN COLLEGE
  44. 44. APPLIED FOR AN INTERNATIONAL COMPANY
  45. 45. VIRTUALLY UNEMPLOYABLE
  46. 46. MIRACLES HAPPEN
  47. 47. I STAYED JUST 5 SHORT MONTHS
  48. 48. IT WAS MY DREAM COMPANY, BUT NOT MY DREAM JOB
  49. 49. WITH 1,300 PESOS I STARTED
  50. 50. AS SEO HACKER WAS GROWING, IT DEMANDED MY FULL TIME ATTENTION
  51. 51. SEO
  52. 52. I USED IT TO HYPERGROW THE SEO HACKER BRAND
  53. 53. BY RANKING #1 IN GOOGLE FOR THE MOST DIFFICULT KEYWORD IN THE COUNTRY
  54. 54. “SEO PHILIPPINES”
  55. 55. I USED IT TO HYPERGROW MY PERSONAL BRAND
  56. 56. BY RANKING FIRST PAGE IN GOOGLE FOR “FILIPINO MOTIVATIONAL SPEAKER”
  57. 57. OF COURSE, THIS MEANS THAT WE HAVE TO DELIVER
  58. 58. WE HAVE TO DELIVER OUR PROMISES
  59. 59. DIMINISH TO NOTHING OTHERWISE, OUR BRANDING WILL
  60. 60. THAT MEANS DELIVERING EXCELLENT SEO FOR SEO-HACKER,
  61. 61. MAKING HUNDREDS OF MILLIONS IN REVENUE FOR OUR CLIENTS
  62. 62. FOR MY PERSONAL BRAND, THAT MEANS DELIVERING AN EXCELLENT PERFORMANCE
  63. 63. DID YOU NOTICE HOW I COMMUNICATED THE IDENTITIES OF 2 BRANDS JUST NOW?
  64. 64. STORIES BRANDING & IDENTITY IS ALL ABOUT
  65. 65. TOLD TO THE WORLD IN THE MOST RELEVANT PLATFORM
  66. 66. TODAY THAT PLATFORM IS DIGITAL
  67. 67. THAT STORY I JUST TOLD YOU ABOUT ME & SEO HACKER HAS BEEN DELIVERED TO YOU
  68. 68. THAT STORY I JUST TOLD YOU ABOUT ME AND SEO HACKER IS ACCESSIBLE TO 3.2 BILLION PEOPLE ONLINE
  69. 69. THAT HAS AMPLIFIED THE BRANDING OF A NOBODY LIKE ME BY A BILLION TIMES
  70. 70. WHY DIGITAL?
  71. 71. • ACCOUNTABLE
  72. 72. • COST-EFFICIENT • ACCOUNTABLE
  73. 73. • COST-EFFICIENT • ACCOUNTABLE • SCALABLE
  74. 74. ACCOUNTABLE
  75. 75. BECAUSE OF REAL-TIME ANALYTICS
  76. 76. YOU KNOW HOW MUCH PER CLICK IS
  77. 77. YOU KNOW HOW MUCH PER IMPRESSION IS
  78. 78. YOU KNOW WHERE YOUR MONEY WENT
  79. 79. YOU KNOW WHERE YOUR MONEY CAN GO
  80. 80. COST-EFFICIENT
  81. 81. A LOT CHEAPER THAN TRADITIONAL MARKETING
  82. 82. TV vs YOUTUBE
  83. 83. PRIME TIME AD: PER POP OF AIR TIME P800,000
  84. 84. PRIME TIME VIEWERS: 7,000,000
  85. 85. 3,500,000 Takes a restroom or water break
  86. 86. CHECKS THEIR FACEBOOK 80%
  87. 87. CHECKS THEIR INSTAGRAM 70%
  88. 88. ONLY WATCHED HALF OF YOUR AD 50%
  89. 89. PEOPLE SAW YOUR AD 105,000 FOR P800,000, ONLY
  90. 90. PER VIEW P8.5 ON AVERAGE, YOU PAY
  91. 91. HOW MUCH DOES YOUTUBE COST PER VIEW?
  92. 92. P0.19
  93. 93. DIFFERENCE IN SAVINGS PER VIEW 4,473%
  94. 94. PPC vs BILLBOARD
  95. 95. THE CASE FOR BILLBOARDS
  96. 96. 6 MONTHS – AIR TIME P1,200,000 NATIONAL HIGHWAY:
  97. 97. AVERAGE CARS PER DAY 360,417 EDSA
  98. 98. CARS WILL PASS BY YOUR AD 180,208 NORTHBOUND / SOUTHBOUND
  99. 99. YOU’RE NOT SURE IF THE DRIVER SAW YOUR AD
  100. 100. NOT ALL 3 PEOPLE AT THE BACK-SEAT WILL BE ABLE TO SEE YOUR AD
  101. 101. THE MOST PROBABLE PERSON SEEING YOUR AD IS THE DRIVER’S SIDE PASSENGER
  102. 102. MOST CARS ALONG EDSA DON’T HAVE PEOPLE SITTING ON THE DRIVER’S SIDE SEAT PROBLEM:
  103. 103. LEAVING YOU WITH AT MOST 1 ESTIMATED VIEW PER VEHICLE PER DAY
  104. 104. YOUR AD BUT WAIT – THERE ARE AT LEAST 2 OTHER BILLBOARDS RIGHT BESIDE YOU
  105. 105. AND ONE OF THEM HAS A BIKINI MODEL IN IT
  106. 106. LEAVING YOU WITH 0 - .3 VIEWS PER VEHICLE PER DAY
  107. 107. WHICH MEANS YOU ARE PAYING A LITTLE OVER Php 3 PER VIEW
  108. 108. HERE’S THE BIGGEST PROBLEM
  109. 109. YOU’RE NOT SURE ABOUT WHO SAW YOUR AD
  110. 110. PAY-PER-CLICK
  111. 111. YOU PAY EACH TIME SOMEONE CLICKS
  112. 112. OR PER IMPRESSION (1,000 VIEWS) OF YOUR AD
  113. 113. YOU GET TO CHOOSE WHO THAT SOMEONE IS THROUGH DEMOGRAPHICAL TARGETING
  114. 114. YOU GET TO CHOOSE HOW MUCH MONEY WILL BE SPENT ON YOUR AIR TIME – NO LOCK INS
  115. 115. VS. HOW MUCH YOU MADE IN REVENUE YOU GET TO SEE THE MONEY YOU SPENT
  116. 116. HOW MUCH IS THE AVERAGE COST PER VIEW IN FACEBOOK?
  117. 117. P0.17
  118. 118. YOU KNOW THE DEMOGRAPHICS OF THE PEOPLE WHO SAW YOUR AD
  119. 119. DIFFERENCE IN SAVINGS P E R V I E W 1,764%
  120. 120. SEO vs ADVERTISING
  121. 121. ADVERTISING IS OUTBOUND
  122. 122. OUTBOUND MEANS GOING OUT OF YOUR WAY TO DISTRACT THE PERSON TO WHAT YOU WANT TO SAY
  123. 123. SEARCH IS INBOUND
  124. 124. NO ONE FORCES YOU TO SEARCH
  125. 125. SEARCH IS A LIFESTYLE
  126. 126. EVER ASKED YOURSELF WHEN YOU STOPPED USING YAHOO AND MSN?
  127. 127. GOOGLE ONLY SERVES RELEVANT RESULTS
  128. 128. SEARCH TRAFFIC IS ALWAYS RELEVANT
  129. 129. THE PEOPLE WHO COME TO YOUR SITE FROM SEARCH IS YOUR TARGET CUSTOMER 99%OF THE TIME
  130. 130. THEY ARE ALREADY INTERESTED IN WHAT YOU HAVE TO OFFER
  131. 131. THEY ARE THAT CLOSE TO BECOMING A CUSTOMER
  132. 132. BUT THERE IS A PROBLEM
  133. 133. SEO TAKES TIME
  134. 134. THERE ARE ONLY 10 SPOTS ON THE FIRST PAGE
  135. 135. WHICH MEANS THE SOONER YOU INVEST IN SECURING YOUR SPOT
  136. 136. THE BETTER FOR YOU AND THE HARDER IT IS FOR YOUR COMPETITION TO TAKE YOU OVER
  137. 137. BECAUSE AT THE END OF THE DAY 70-80%OF YOUR ONLINE TRAFFIC, WILL COME FROM SEARCH
  138. 138. IN ADVERTISING, YOU SPEND SO MUCH MONEY TO ACQUIRE A CUSTOMER
  139. 139. ON AVERAGE, IT TAKES AT LEAST 10xFOR A PERSON TO SEE YOUR AD, TO CONSIDER YOUR BRAND.
  140. 140. SCALABLE
  141. 141. THE BEST THING ABOUT DIGITAL MARKETING
  142. 142. AUTOMATION
  143. 143. HOW TOYOTA AUTOMATED THEIR DIGITAL MARKETING REVENUE
  144. 144. [HIGHLIGHT DOWNLOAD OUR CATALOG POP UP FORM]
  145. 145. [HIGHLIGHT DOWNLOAD OUR CATALOG FORM PER VEHICLE MODEL PAGE]
  146. 146. TOYOTA GETS 30LEADS A DAY * ON AVERAGE FROM THIS WEBSITE
  147. 147. THAT’S 900LEADS A MONTH
  148. 148. THEY ARE ABLE TO SELL 30CARS EACH MONTH
  149. 149. THEIR INVESTMENT: P120,000/MONTH
  150. 150. THEIR REVENUE: P30,000,000/MONTH
  151. 151. 250X RETURN ON INVESTMENT
  152. 152. WHAT IS THEIR ROLEIN THE ENTIRE PROCESS?
  153. 153. THEY WAIT FOR THE LEADS TO DOWNLOAD THE CATALOGS
  154. 154. GET THE NAME & EMAIL OF EACH PERSON
  155. 155. CONTACT THEM AND TRY TO CLOSE THE SALE
  156. 156. THE REST IS ALL AUTOMATED
  157. 157. TOYOTA GREW THEIR DIGITAL MARKETING LITTLE BY LITTLE
  158. 158. ONLY RISKING A SMALL AMOUNT EACH STEP
  159. 159. WE ARE ABLE TO SEE WHAT WORKS & WHAT DOESN’T – REAL TIME
  160. 160. FOR THE THINGS THAT WORK, WE ALLOT MORE BUDGET
  161. 161. FOR THE THINGS THAT DON’T, WE KILL IT IMMEDIATELY
  162. 162. FUTURE OF MARKETING
  163. 163. PERSONALIZATION
  164. 164. CONSUMER-CENTRIC WORLD
  165. 165. BRANDS WANT TO KNOW WHO THEIR POTENTIAL CUSTOMERS ARE
  166. 166. WHERE THEY CAN TALK WITH THEM
  167. 167. HOW THEY CAN CLOSE THEM
  168. 168. WHO THEIR CURRENT CUSTOMERS ARE
  169. 169. WHAT THEY DO EVERYDAY
  170. 170. HOW THEY CAN UPSELL THEM
  171. 171. DATA IS KEY
  172. 172. DATA IS MOST EASILY GATHERED THROUGH DIGITAL MARKETING DATA
  173. 173. THIS DATA IS THE HARDEST THING FOR TRADITIONAL MARKETING TO ACQUIRE
  174. 174. SO IF YOU WANT TO WIN IN TODAY’S MARKET
  175. 175. INVEST IN YOUR DIGITAL MARKETING, BRANDING & IDENTITY
  176. 176. THANK YOU VERY MUCH!
  177. 177. CEO AT 22 GET A SIGNED COPY FOR ONLY PHP 500!! CONTACT ME / CHECK ME OUT • sean@seo-hacker.com • seo-hacker.org • seo-hacker.net

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