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Digital marketing fundamentals imfnd

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Digital Marketing Fundamentals Training .

Training held on 31 May and covered :

> Marketing & Digital Marketing definition
> Marketing vs Advertising vs PR
> Digital Marketing Landscape
> Digital Marketing benefits
> Types of Digital Marketing
> Online advertising
> Google Analytic
> Social Media Marketing
> Content Marketing
> Email Marketing
> Mobile Marketing

Published in: Marketing
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Digital marketing fundamentals imfnd

  1. 1. IMFND 2015© Digital Marketing Fundamentals IMFND
  2. 2. I am a great Lover. 1. Marketing
  3. 3. Hello 2. Telemarketing I am a great lover.
  4. 4. Trust me, he is a great lover 3. Public Relations
  5. 5. I am a great lover I am a great lover I am a great lover 4. Advertising
  6. 6. I understand you are a great lover. 5. Branding
  7. 7. Love What you Do and follow your Passion
  8. 8. CRM 3 Marketing Strategy 4 Market Research 2 Marketing Mix 1 Marketing Landscape – Train
  9. 9. Advertising vs. Marketing • Advertising: • The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers. VS • Marketing: • The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. • Advertising is a single component of the marketing process.
  10. 10. Advertising vs Marketing vs PR Advertising PR Marketing Messages Mass Media Outlets: Specific tools: Branded Materials: Radio Special events Brochure TV Press conferences Website Billboard News releases Flyers Internet Feature stories Banners Print Speeches Catalog Social media Promo Products Newsletter Cost Paid Free or low cost Paid Expensive Range of costs Audience External primarily goods and services based Specialized external audiences General external audiences 'Customers'' 'Publics'' 'Target Market'' Support Supports PR Creats and manages marketing and ad messages Supports Advertising Function To sell good and services by promoting brands To manage relationships between audience and brand by building and maintaining environments To increase demand and interest by building and maintaining markets. Control By the organization By both the organization and media outlets By the orgnization Scope Specialized communication function Broad: deals with policy,performance,research,strategy Targeted to special demographics based on supply and demand Communication One-Way Two-Way One-Way
  11. 11. IMFND 2015© So to summarize.. What is Marketing ? Marketing is the act of connecting customers to your products Or Services And digital marketing is the same Using the power of the internet!.
  12. 12. IMFND 2015© What is Online Marketing ? “Marketing the products using Internet (Web + WAP)” Emails Games Websites SMS SEM Viral ElementsMobile Phones Social Media Banners Blogs Video Digital Channels
  13. 13. IMFND 2015© Why Digital Marketing?
  14. 14. IMFND 2015© Cost Effectiveness Digital ads are typically more cost- effective than standard traditional marketing campaigns. 1
  15. 15. IMFND 2015© Personalization Digital marketing allows brands to specify exactly the target demographic for each individual ad in a campaign (Facebook and Google ads are particularly excellent in this regard). 2
  16. 16. IMFND 2015© Easily Measured and Adjusted If the campaign is not performing well, most digital ads can be updated much more easily than traditional ads, and are scalable. 3
  17. 17. IMFND 2015© Mobile- accessible More and more people are using smartphones and tablets in their day to day lives - digital marketing invites brands to tap into consumers' behavior and reach them seamlessly through mobile devices. 4
  18. 18. IMFND 2015© Viral Value Brands that post content to social media sites like Facebook, YouTube, and Pinterest are able to plug into consumers who are able (and willing) to share that content with their networks 5
  19. 19. IMFND 2015© Real Time You don’t have to wait weeks for a boost to your business like you would have to waiting for a fax or form to be returned. 6
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  27. 27. IMFND 2015© Online Advertising
  28. 28. IMFND 2015© Online Advertising • Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. Online advertising is geared toward defining markets through unique and useful applications. • Since the early 1990s there has been an exponential increase in the growth of online advertising, which has evolved into a standard for small and large organizations.
  29. 29. IMFND 2015© Revenue Models • CPM (Cost Per Mille), also called "Cost Per Thousand (CPT), is where advertisers pay for exposure of their message to a specific audience. "Per mille" means per thousand impressions, or loads of an advertisement. • CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website. • CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on.
  30. 30. IMFND 2015© Types of Online Advertising Campaigns Branding Direct Response Intention For the user to gain awareness for your brand For the user to take specific action Landing page Content within site; already built Specific landing page that allows user to take action within 2 clicks Call to Action Learn More / Check us out .. Buy Now / Contact us KPIs CTR, Engagement, Plays CPL, CPA Messaging Usually includes $ amount or number discount Where Single site, Sponsorships, Road blocks Ad Networks
  31. 31. IMFND 2015© Online Advertising Landscape Landscape Publisher Tech Provider Media Agency Creative Agency Customer
  32. 32. IMFND 2015© Ads types and different sizes
  33. 33. IMFND 2015© Measurement & Analytics
  34. 34. IMFND 2015© Measurement & Analytics
  35. 35. IMFND 2015© Social Media Marketing
  36. 36. IMFND 2015© SM monitoring Social Ads SM Management
  37. 37. IMFND 2015©
  38. 38. IMFND 2015© CONTENT MARKETING
  39. 39. IMFND 2015© Content Marketing It’s a holistic data-driven approach to marketing that attracts individuals to your brand and convert them into lasting customers
  40. 40. IMFND 2015© • EVERY SUCCESSFUL BRAND WILL HAVE A CONTENT STRATEGY • The longer a brand waits to develop its content strategy, the more likely the competition will jump ahead • A Facebook page and Twitter account does not constitute a content strategy
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  42. 42. IMFND 2015© The 3’s Of Successful Content Marketing _ Content Must Be Searchable
  43. 43. IMFND 2015© The 3’s Of Successful Content Marketing _ Content Must Be Snackable
  44. 44. IMFND 2015© The 3’s Of Successful Content Marketing _ Content Must Be Sharable
  45. 45. IMFND 2015© The Smartphone Line by Samsung
  46. 46. IMFND 2015© Email Marketing
  47. 47. IMFND 2015© Email Marketing Tools Comparison
  48. 48. IMFND 2015© Top Email Marketing Tools Pros The simplicity and ease of use of iContact's email campaign creation is unbeatable. Cons You have to use the Salesforce application in order to view statistics regarding conversion rates. The Verdict : 9.83/10 With a broad list of features and reports to help you increase the effectiveness of your email marketing campaigns, iContact is the best email marketing service on our lineup. Pros The customization features, like video and images, in the email creation are an asset to each campaign. Cons This service doesn't offer conversion tracking and relies on Google Analytics for those statistics. The Verdict : 9.75/10 Benchmark Email offers the tools you need to create marketing campaigns and assess how your customers are receiving them. Pros Pinpointe manages your subscriber list, making the process more hands-free for you. Cons The cheapest monthly plan is set for only 2,500 stored contacts. The Verdict : 9.43/10 With its advanced tools for determining what your subscribers are interested in, Pinpointe is among the best email marketing services available.
  49. 49. IMFND 2015© Mobile Marketing
  50. 50. IMFND 2015© • +92 million Mobile subscriber • +11 million Mobile internet users • 19% of the mobile phones are smartphones • 88% use their smartphone when they are watching TV • 82% of smartphone users do a search for a product or service using phone • 64% of smartphone users doing daily search from their phones • 30% of smartphone users notice about ads in search engine ,while 24% users notice about app ads • 41% use their smartphone to make a comparison between prices • 66% of smartphone users access daily to social media platforms Mobile in Numbers: Egypt
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  53. 53. IMFND 2015© Mobile Marketing Social Media Mobile Ads Mobile Display Ads Search Ads App Display Ads Reach +11 Million mobile internet user in Egypt through various methods
  54. 54. IMFND 2015© 1. Social Media Ads: Targeting Mobile Marketing • Custom audiences -- TV fans, telecom switchers, business travelers, etc. • Location-Based Advertising • Geographic targeting -- Country, DMA, etc. • Demographic targeting • Time of day targeting • Advertiser retargeting through pixels or clicker Tracking • Carrier/handset targeting • Age of device/profile
  55. 55. IMFND 2015©57 Your image ads will appear on the top mobile websites in Egypt. 2. Mobile Display Ads Mobile Marketing Mobile site Impressions youm7.com 100,000 - 500,000 masreat.com 100,000 - 500,000 filgoal.com 100,000 - 500,000 gate.ahram.org.eg 10,000 - 100,000 alwafd.org 10,000 - 100,000 akhbarak.net 10,000 - 100,000 light-dark.net 10,000 - 100,000 elfagr.org 10,000 - 100,000 zamalekfans.com 10,000 - 100,000 dostor.org 10,000 - 100,000 almesryoon.com 10,000 - 100,000 filfan.com 10,000 - 100,000
  56. 56. IMFND 2015© • Used for Brand Awareness, Generating Leads and launching new products • Can be used as a mini mobile portal • Almost 70% of customers are interested in Rich Media Ads 2. Mobile Display Ads: Rich Media Mobile Marketing
  57. 57. IMFND 2015©59 3. Search Ads Appear on the first page on Google search engine result Pages (SERP) When any one searches for your brand or any of their services on their Mobile Devices. Mobile Marketing
  58. 58. IMFND 2015©60 4. Mobile app display ads On a market research study, 71% of mobile users in Egypt use their phones for entertainment purposes, use apps and play games. Thus we will be targeting this segment through ads in the most used mobile games in Egypt including the highly popular angry birds. Mobile Marketing
  59. 59. IMFND 2015© About the Author Abdelrahman Sleem CEO – Integrated Marketing Foundation Abdelrahman Sleem CEO & Founder - IMFND Integrated Marketing Foundation Have More than 10 years work experience in Strategic Management & Marketing Complete MBA Module of Marketing on February 2012 . Being Strategic & Marketing consultant for more than 20 companies in thee MENA . Train more than 5000 + persons in Marketing & Project Management and Business Skills Field . Organize more than 16 international events in the MENA region in Marketing with international & regional speakers .
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