An Introduction to Digital Marketing


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An Introduction to Digital Marketing

  1. 1. Digital Marketing  or  Internet Marketing :                           Designed By:     Jaiser Abbas
  2. 2. Before we start <ul><li>1. Who is the single largest music retailer on the planet? </li></ul><ul><li>                                                           Apple                   A Computer Company </li></ul><ul><li>2. Who is the worlds largest camera manufacturer? </li></ul><ul><li>                                                           Nokia                   A Mobile Phone  </li></ul><ul><li>3. Who represents the largest threat to the Television & Movies Industries? </li></ul><ul><li>                                                           Hulu & Joost        Online Networks </li></ul><ul><li>4. Who is the largest & fastest growing media company on the planet? </li></ul><ul><li>                                                             Google                 A Search Engine </li></ul><ul><li>5. Who has the 5th largest GDP on the planet? </li></ul><ul><li>                                                               E Bay                  Online Shopping Site </li></ul>
  3. 3. What is Marketing? <ul><li>1. It’s not advertising. </li></ul><ul><li>2. Marketing is about making people (potential customers) aware of the great stuff you have to offer. </li></ul><ul><li>3.  More precisely: The goal of marketing is to make more people aware of and willing to buy what you’ve got to sell. </li></ul><ul><li>4. There are loads of ways to do this for small businesses. </li></ul>
  4. 4. What is Digital Marketing? <ul><li>Digital Marketing is the promoting of brands using the Internet, mobile and other interactive channels. </li></ul><ul><li>or </li></ul><ul><li>The use of digital technology and processes in the development, distribution, and promotion of products and services. </li></ul>
  5. 5. Where do you start?  <ul><li>A simple 6 step process:  </li></ul><ul><li>1 What are you trying to promote? (Your product, service?) Who do you want to target, and where you want to sell? </li></ul><ul><li>2 types of business? Particular types of consumer? Ireland? Europe? the US?  </li></ul><ul><li>3 Who are your competitors (and why are you better?) Pick the tools you’ll use to promote your business from the list . </li></ul><ul><li>4 available Set out a plan with actions, dates and expected outputs. </li></ul><ul><li>5 Get going – implement the activities on your plan and measure. </li></ul><ul><li>6 how effective they are in producing sales. Experiment, adjust, test again. Start small, then increase efforts where you enjoy success. </li></ul>
  6. 6. The Tools Available <ul><li>&quot;Offline“ </li></ul><ul><li>Print Ads </li></ul><ul><li>Radio Ads </li></ul><ul><li>Direct Mail  </li></ul><ul><li>PR  </li></ul><ul><li>Events/Trade shows </li></ul><ul><li>Telemarketing </li></ul><ul><li>In-store merchandising </li></ul><ul><li>  Flyers </li></ul><ul><li>Newsletters / bulletins </li></ul><ul><li>&quot;Online“ </li></ul><ul><li>Web-site </li></ul><ul><li>Search Engine Marketing  </li></ul><ul><li>Google Pay-per-click  </li></ul><ul><li>  Email marketing </li></ul><ul><li>Online ads  </li></ul><ul><li>Online PR  </li></ul><ul><li>Social Media  </li></ul><ul><li>Webinars  </li></ul><ul><li>eNewsletters  </li></ul>
  7. 7. Why online marketing? <ul><li>Makes business sense  </li></ul><ul><li>More cost effective – you can see what you get for your money. </li></ul><ul><li>Greater impact – you can market to 1000s for same price as 100s.  </li></ul><ul><li>Small businesses can look like big businesses. </li></ul><ul><li>Small businesses can access bigger potential markets.  </li></ul><ul><li>2. Recognizes changes in Buyer behavior  </li></ul><ul><li>People’s buying habits are changing.  </li></ul><ul><li>They start shopping by looking on the web, especially Google. </li></ul><ul><li>They do research on the web, not at tradeshows. </li></ul><ul><li>Order online more frequently Basically, you can generate more sales at less cost. </li></ul>
  8. 8. Online Marketing Tools <ul><li>Your Website. </li></ul><ul><li>2. Google pay-per-click advertising. </li></ul><ul><li>3. Search Engine Optimization (SEO). </li></ul><ul><li>4. Online PR.  </li></ul><ul><li>5. Email Marketing.  </li></ul><ul><li>6. Social media marketing </li></ul><ul><li>(Twitter, LinkedIn, Facebook, blogs etc.). </li></ul>
  9. 9. 1. Your web-site <ul><li>  The most important marketing tool you have.  </li></ul><ul><li>Your best sales-person 24/7/365 if you are B2C. </li></ul><ul><li>A sales lead generation machine if you are B2B.  </li></ul><ul><li>Drive visitors to your site.  </li></ul><ul><li>Home page is the most important page.  </li></ul><ul><li>Get them to take “Most wanted action” most important page.  </li></ul><ul><li>Either ‘Buy Now’ (B2C) or ‘capture contact details’ (B2B) Structure, text.  </li></ul><ul><li>Give visitors plenty of things to click on.  </li></ul><ul><li>Make downloads and ‘buy now’ offers prominent. </li></ul><ul><li>Look at competitor sites for comparison.  </li></ul><ul><li>Check out, other template sites. </li></ul>
  10. 10. 2. Google pay-per-click (PPC)  <ul><li>Quick way to get traffic to your site.  </li></ul><ul><li>Tell Google which search terms you want to be found for. </li></ul><ul><li>Only pay if someone clicks on my ad. </li></ul><ul><li>Create specific ‘landing’ page for the ad. </li></ul><ul><li>Avg. 50c per click, can set maximum daily/weekly budget. </li></ul><ul><li>Can lock down by geography, time, day. </li></ul>
  11. 11. 3. Search Engine Optimization (SEO)  <ul><li>You want to get found without paying Google all the time. </li></ul><ul><li>‘ Organic’ or natural search results.  </li></ul><ul><li>How do you get to the top?. </li></ul><ul><li>Main element – good ‘content’ – information.  </li></ul><ul><li>A site that people find useful. </li></ul><ul><li>On Page – stuff you put on your web-site.  </li></ul><ul><li>Off Page – links from other people/sites to you On page Off page. </li></ul>
  12. 12. 3. Search Engine Optimization (SEO) – On Page  <ul><li>First, choose your “key words” Page Title. </li></ul><ul><li>Then for each page .… URL Header tags Text, internal links, bold Page description text. </li></ul>
  13. 13. 3. Search Engine Optimization (SEO) – Off Page  <ul><li>A link: </li></ul><ul><li>Anchor text: PR and marketing. </li></ul><ul><li>Links should be from other good sites.  </li></ul><ul><li>To get links, provide information/content that people think is valuable and should be shared. </li></ul>
  14. 14. 4. Online Public Relations <ul><li>1. Generate €1000s worth of coverage.  </li></ul><ul><li>2. Seen to be more credible than standard ads.  </li></ul><ul><li>3. Some basic rules –‘Man bites dog’, Inverted Pyramid, ‘who, what, when, where and why’, include a photo etc.  </li></ul><ul><li>4. But … now also has an online element. </li></ul><ul><li>  </li></ul><ul><li>4. Should ‘optimize’ each press release so that. </li></ul><ul><li>(a) it highlights particular keywords and  </li></ul><ul><li>(b) has embedded links that link back to your web-site  </li></ul><ul><li>5. Test using graphics, video embedded in releases. </li></ul><ul><li>6. Should also issue to Twitter, RSS feeds, blog, other sites etc. as part of your PR release process (more later …) </li></ul>
  15. 15. 5. Email Marketing  <ul><li>Do not spam. </li></ul><ul><li>“ Call to action”. </li></ul><ul><li>Keep it short Visit. </li></ul><ul><li>Test every element.  </li></ul><ul><li>Next, draft your email.  </li></ul><ul><li>First, build your list Reply. </li></ul><ul><li>Cost effective, broad reach. </li></ul><ul><li>91% of internet users use email.  </li></ul><ul><li>Certain words will attract NOW! spam filters e.g. ‘Free’. </li></ul>
  16. 16. 6. Social Media Marketing  <ul><li>Twitter, LinkedIn, Facebook, Yammer, blogging, video.  </li></ul><ul><li>Interactive rather than one way communication. </li></ul><ul><li>Now everyone can contribute, write, edit, shoot video, record audio. </li></ul><ul><li>People/customers can talk back, engage, ask questions. </li></ul><ul><li>Generate interesting stuff people want to see, read, hear. </li></ul><ul><li>You’ll get more web traffic, visitors, business. </li></ul><ul><li>Three types of social media: publish, share, network.  </li></ul><ul><li>Network: connect to anyone/everyone. </li></ul><ul><li>Find existing connections.  </li></ul><ul><li>Network online through groups e.g. ‘internet marketers’, ‘designers’. </li></ul>
  17. 17. 6. Social Media Marketing  <ul><li>Publish: publish everything you can, everywhere.  </li></ul><ul><li>Monitor what’s published – Google alerts, Google blog search, Twitter follower. </li></ul><ul><li>Share: recommend/share anything with anyone . </li></ul><ul><li>Monitor what’s being shared about you. </li></ul><ul><li>Find out where your customers go/read/watch. </li></ul><ul><li>Promote your stuff. </li></ul><ul><li>Produce stuff that people will love to read/hear/see. </li></ul>
  18. 18. 6. Social Media Marketing Blogs  <ul><li>Why? Draws more traffic to your web-site, leads, sales. </li></ul><ul><li>Like online diaries, now being used for business. </li></ul><ul><li>Mix of entries – news, opinion, video, photos, informative. </li></ul><ul><li>Type of web-site where you can easily post comments, information. </li></ul><ul><li>Allows readers to provide feedback Tips.  </li></ul><ul><li>Can paste in YouTube videos, Slide Share slides. </li></ul><ul><li>Decide who you’re targeting.  </li></ul><ul><li>Basic, medium and rich posts, light & heavy. </li></ul><ul><li>Strong headlines. </li></ul><ul><li>Pick a posting schedule. </li></ul>
  19. 19. 6. Social Media Marketing Video  <ul><li>Video yourself, a colleague, a customer . </li></ul><ul><li>Home-made is good. </li></ul><ul><li>Relate to your business – e.g. “how I design wedding cards” . </li></ul><ul><li>Post it on YouTube . </li></ul><ul><li>Link to YouTube from your website, blog, Twitter. </li></ul>
  20. 20. 6. Social Media Marketing Twitter  <ul><li>What: Listen, Tweet, Respond . </li></ul><ul><li>Customer service. </li></ul><ul><li>How: 140 character “tweets” . </li></ul><ul><li>E.g. press release headline. </li></ul><ul><li>Follow others e.g. customers, influencers. </li></ul><ul><li>Can also insert links to stuff you like/find interesting. </li></ul><ul><li>Tweet about good stuff your business is doing . </li></ul><ul><li>Why?: Traffic to your website, inbound links, leads, sales. </li></ul><ul><li>Make your tweets useful e.g. links to web-site, video, news item. </li></ul>
  21. 21. 6. Social Media Marketing LinkedIn  <ul><li>Business or private . </li></ul><ul><li>Use your network to promote what you do. </li></ul><ul><li>Search for contacts at particular companies. </li></ul><ul><li>Join new groups with shared interest. </li></ul><ul><li>Create a group and encourage people to join. </li></ul><ul><li>LinkedIn ads – very targeted (role, location). </li></ul><ul><li>Tip: build out your profile info. </li></ul>
  22. 22. 6. Social Media Marketing Facebook  <ul><li>Facebook ads. </li></ul><ul><li>Join networks. </li></ul><ul><li>Lots of your customers. </li></ul><ul><li>3rd most trafficked website. </li></ul><ul><li>Get started: Set up a personal profile first. </li></ul><ul><li>Set up a business page second.  </li></ul><ul><li>Why do you care? -More than 500 million active users. </li></ul><ul><li>Put links to your Facebook pages on emails, web-sites. </li></ul><ul><li>Get found, promote your stuff, connect with others . </li></ul>
  23. 23. Recap <ul><li>  6 step process – 1. what, 2. who, 3. competitors, 4. tools, 5. plan, 6. execute  </li></ul><ul><li>Tools – Offline and Online  </li></ul><ul><li>Should use a mixture, emphasizing online tools  </li></ul><ul><li>1. Web-site first – the key element  </li></ul><ul><li>2. Google Pay-per-click  </li></ul><ul><li>3. Search Engine Optimization (SEO)  </li></ul><ul><li>4. Email  5. Social media – blog, Twitter, LinkedIn, video, YouTube, Facebook. </li></ul><ul><li>Create and publish stuff (video, voice, written) that will interest your audience  </li></ul><ul><li>Network with potential influencers, customers, colleagues  </li></ul><ul><li>Measure the results regularly  </li></ul><ul><li>Repeat your successes </li></ul>
  24. 24. Contact with Jaiser <ul><li>@ Gmail, Hotmail, Yahoo, Aim as : jaiserabbas </li></ul><ul><li>@ Facebook: </li></ul><ul><li>@ Fan Page: </li></ul><ul><li>@Linkedin: </li></ul><ul><li>@ Skype : Jaiser Abbas </li></ul><ul><li>@ Voice : +92 321 770 4087 </li></ul>