The document discusses digital marketing strategies and trends. It begins by outlining classic consumer buying cycles models like AIDA. It then shows how traditional marketing methods like TV, newspaper, radio have evolved into digital platforms like online banners, video marketing, and email. Key digital marketing channels covered include search engine optimization, social media marketing on platforms like Facebook and Twitter, and mobile app development. The presentation emphasizes the importance of analytics to understand customer behavior and optimize marketing campaigns. It predicts that cross-device experiences will be important for digital marketing in 2014 and beyond.
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- 7 Stage Pathway
What
does it
do for
me?
Is it for
me?
Which
one?
This one!
This is
just what
I wanted
They
care
about me
These
are great
you
should
get one
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Newspaper Print Ads = Online Banners
Available options:
1. Premium sites - AsiaOne, Channel News Asia, Yahoo, etc (Price starts from S$10k/mth)
2. Google Display Network (GDN) – No minimum budget, can DIY
3. Facebook Ads (Sponsored Stories, etc) – No minimum budget, can DIY
4. Advertising networks - Komli, Innity, Pixel Media, etc (Price starts from S$5k-S$10k/mth)
5. Trade Associations – MIS, SCCCI, SMA, etc (Need to check if they have online inventory)
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TV Commercials = Video Marketing
Available options:
1. Youtube – Pre Roll Videos, No Minimum Budget, can DIY (TrueView Video Ads)
2. Video SEO services – ranks Client’s Video on the first page of Google (S$2,000 per
campaign)
3. Video Ad Networks – Tube Mogul, VeNA, etc (Usually about S$10k/mth onwards)
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Flyers = Electronic Direct Mailers (EDM)
Some key points to note:
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•
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The “Subject Title” is the most important part of the EDM!
Make sure that its read-able on all major Desktop and Mobile Browsers
(Chrome, Safari, IE, etc)
Provide link for viewing in HTML page
Unsubscribe link
EDM Softwares – Mailchimp, etc
Data base sources:
1. Own collection – online enquiry forms, Namecards
2. Directories – Online or Hardcopies (Kompass?)
3. Purchase – DP Bureau, Dun & Bradstreet, etc
4. Trade associations – be part of their regular electronic Newsletters?
5. Magazines or Newspapers – database (premium pricing)
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No minimum Budget & can DIY
Quick to implement > can be instanteous
Can buy unlimited keywords and countries
Can buy competitor keywords
Used for short term promotions
Used as a counter-competitive strategy
No matter how much you spend, it would not help SEO
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Help you get FREE traffic from search engines.
Increase in “perceived creditability” of your site
Increase in “targeted” traffic to your site
Number of keywords limited by site contents
Can not optimize for competitor keywords
Does not help SEM (Paid Search) ranking
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Word Of Mouths, Forums, Blogs = Social
Media Marketing (SMM)
Facebook Ads
• No minimum Budget
• Can DIY
• Easy to roll out
• Should have a clear & specific “Call to action” on the landing page
• Should have a specific objective in mind ( Acquire Fans, Launch
Product/Promotion, Download Mobile Apps, etc)
Facebook Fan Page Management
• Fan base to create a group of supporters
• Continuous provide value to your Fans – industry news & trends, special
promotions, Taggo, etc
• Have a “fun side” - post Awesome and Cute pictures, Jokes, Cool related videos,
etc to engage Fans
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Word Of Mouths, Forums, Blogs = Social
Media Marketing (SMM)
Twitter & Instagram
• Premium Ads avail on Twitter
• Social campaigns on Twitter & Instagram as part of the overall Digital Marketing
Plan.
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Mobile Apps Development
Points to note:
• What is the objective of the Mobile Apps?
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What “issues” is it trying to address?
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Who are your users?
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Is there alternative solutions to your App?
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What is you “Go to Market” Strategy?
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Apps Store Optimisation (ASO) – Increase the chance that your App can be found
in the App Store
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Analytics – Marketing Insights
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Do you know what does your customers want?
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What contents are working or not working?
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Marketing channels ROI – which source of traffic is most efficient
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Empowers your Marketing Budget planning
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Example of Analytics – Google Analytics, Facebook Page Insights, Omniture, etc
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Build Yourself A
Business AdVantage!
Adrian Ang
Business Director
AdVantage SEO LLP
TEL : +65 9450 0295
adrian@advantageseo.net
www.advantageseo.net