My 2016 guest lecturing at Universitas Pelita Harapan Post Graduate Business School. The session discuss about current trend and issue happening in Digital Marketing Industry on 2016

1. Hello!
I am Marlin Sugama
Serial entrepreneur
Producer at Artoncode Indonesia
You can find me at @marlinsugama

2. Current Issue

3. Digital Marketing Medias
KPI:
Choose
Media
SiteVisits Leads/Sales
• paid media costs
• marketing team members cost
VS
$$$

4. Digital Marketing Medias
Step 1. Current use of media for content distribution
Step 2. Review promotion gap against competitor or
sector use of content distribution techniques
Step 3. Select and prioritise new methods of content
promotion

5. Content Distribution Matrix
Wasteful media
(Lowest volume, Highest cost):
Your aim here should be to reduce
costs through budget reallocation
and/or efficiency improvements
Slow and steady media
(Lowest volume, Lowest
cost): The least important to act
on, but you need to make sure
you are not distracted by these.
Here, the aim is to minimise costs
and review potential of
techniques for improvement.
High-cost volume driver
media
(Highest volume, Highest
cost): You should aim to
reduce costs and make
efficiency improvements.
Star performers
(Highest volume, Highest
cost): The aim here should be
to build on your success to
bring more resources to bear to
scale volume further.
= paid
= owned
= earned

6. Most Popular Media Channels?
Channels Effectivenesss Increase
Investment
Email 51% 59%
SEO 45% 51%
Adwords 34% 46%
Organic SocMed 33% 22%

7. Social Media Comparison

8. Digital Marketing
Trend 2016

9. 1. Mobile considerations will
dominate the digital landscape.

10. 1. Mobile considerations will
dominate the digital landscape.
• 2015 mobile overtook desktop
• Un-responsive sites = negative rankings
• Better user experience
“OPTIMIZED MOBILE PRESENCE“

11. 4 Hot Mobile Marketing Trends 2016
Customer-Centric will become
Customer-Obsessive
Search Engine Results Will Display
More than Pages
Brands will Blur the
Lines Between Apps,
E-Commerce and
Social
Apps Become Reflections of our
Lifestyles

12. Best Mobile Ads
https://www.youtube.com/watch?v=iAgy1vATA7w

13. 2. Visual media will take over
plain text content.
https://adespresso.com/academy/blog/instagram-ads-best-practices/

14. 2. Visual media will take over
plain text content.
• Instagram (400 mio. users), SnapChat
• Ads in Instagram: either create a carousal ad that allows you
to produce multi-page ads or create 30 second video ads
• Use relevant visual elements as much as possible (on
FB and twitter)
• Invest on videos rather than writing blogs
• Create infographic instead of reports

15. Best Instagram Ads
https://adespresso.com/academy/blog/37-instagram-ads-examples/

16. 3. Marketing automation will
become vital.
• Use automated processes is neccesary in nurturing
needs
• Hubspot (marketing automation platform) - scheduling
emails, automating social media posting, segmenting contacts,
managing your content, and tracking the buyer’s journey of leads in
your marketing funnel
• Stay lean, attentive and profitable without
skimpping quality
• Considering outsourcing to 3rd party Digital
Advertising Agency

17. Marketing Automation
Marketing Automation is:
https://www.youtube.com/watch?v=iJHcF87bihE
How does marketing automation works? : https://www.youtube.com/watch?v=dFZSSYsxE1o/

18. 4. More opportunities for location-
based marketing will emerge.
• capability to target a user in real-time at an event or
as they walk past your store in the mall
• location-based technology is already available in
options like iBeacons and RFIDs

19. Location Based Marketing
Location based marketing: https://www.youtube.com/watch?v=NkKeFm5FhhU

20. iBeacon
iBeacon: https://www.youtube.com/watch?v=lwnmx-5mBLM
Starbuck iBeacon sample:https://www.youtube.com/watch?v=9Kxy4y9pcww

21. iBeacons
• iBeacons are transmitters that use Bluetooth technology to
detect devices nearby
• can be setup in different areas, like at point-of-sale displays
and conferences
• This location-based marketing offers the unique
opportunity to connect with attendees and send messages
(including push notifications) about a special event or
targeted deal
• capturing the audience while they are there instead of
sending them a delayed message after the event is over.

22. RFID
• A Radio Frequency Identification (RFID), on the other hand, is a
small electronic device that contains a chip and an antenna,
providing a unique identifier for that tag.This RFID technology can
be applied to wristbands, cards, and apps, offering event
attendees new and appealing ways to interact with companies.
• The applications and opportunities for this type of marketing will
definitely grow in 2016 and beyond. It’s exciting to imagine the
new and innovative ways marketers will engage with an audience
in real-time.
• With these digital marketing trends for 2016 in the front of your
mind, brainstorm with your marketing team how you might be
able to take advantage of these new technologies and strategies.
The new year is a perfect time to start something fresh or take
care of areas of your digital presence that you’ve been neglecting.
RFID:
https://www.youtube.com/watch?v=gEQJxNDSKAE

23. 5. Link to extremely engaged audiences
with live video streaming
• This tactic will allow consumers to be a part of a
brand experience.
• Meerkat & periscope are two apps that give you the
opportunity to live stream videos from your mobile
and share it with yourTwitter community
• Use it for New Product Releases, Live Q & A, a
CelebrityTakeover, promoting company culture or a
behind the scene look.

24. Facebook Live Streaming
Latte Art Facebook Livestreaming: https://www.youtube.com/watch?v=DNyrcifrOF4

25. 6. Identity-Based Pay-Per-Click Marketing
changing the future of advertising
• AdWords  Identity-Based Pay-Per-Click (PPC)
Marketing
• Target people with specific ads, based on their phone
number or email.
• Direct ads or content, that exactly answers a need or
want, to a targeted individual person.
• Turn targeted audience (eg. People with big profile)
intoViral MarketingContent

26. Pay per Click (PPC)
PPC explain:https://www.youtube.com/watch?v=dEllAvBX7ts

27. 7. Capitalise on the merge between
healthy living and wearable technology
• People are searching for health related information
and making decisions related to their own health
• Integrate this need for being healthy with wearable
technology or apps
• Give consumers the answers they are looking for
• Data will be generated from these technologies
• HealthKit (Nike andApple), FitBark

28. HealthKit
PPC explain:https://www.youtube.com/watch?v=dEllAvBX7ts

29. 8. Target a person based on their interest on
Pinterest with an animated pin
Animated Cinematic pin: tested by Gap, Nestle, LÓreal, Unilever

30. Pinterest Cinematic Pin
https://www.youtube.com/watch?v=f5h1vNhoDig

31. 9. Let consumers be the marketers of
your brand
• User Generated Content is the newWOM (95%
success rate)
• Brands should use and share their customers’
experiences as content
• use platforms such asYoutube, Pinterest, Instagram,
Meerkat and Periscope as marketing channels.
• Let’s look at Microsoft’s #MakeItHappen campaign

32. #makeithappen
https://www.youtube.com/watch?v=pmZiemz65ho

33. 10. Create an omni-channel experience
• Omnichannel (also spelled omni-channel) is a
multichannel approach to sales that seeks to provide
the customer with a seamless shopping experience
whether the customer is shopping online from a
desktop or mobile device, by telephone or in a store.
• to target consumers with the right message at the
right time in the right place
• based on a consumer’s browsing history and related
behaviours, you must start digitally remarketing to
‘in store’ customers as well.

34. Omni Channel Marketing

35. 11. Content Remarketing
• It is the process of tagging visitors on your site and
retargeting them with content after they leave.
• This gives you the opportunity to talk to people who
are already interested in what you have to offer
• Show them something awesome and new while they
are watching aYouTube video, reading the news or
checking their emails.
• Your piece of content could be the reminder that
sends them back to your site and initiates a buy.

36. Content Remarketing

37. Content Remarketing

38. E-commerce
Trends to Watch
2016

47. × http://www.smartinsights.com/tag/2016-digital-marketing-trends/
× http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-trends-watch-2016-
infographic/
× http://www.smartinsights.com/content-management/content-marketing-planning/content-
marketing-trends-2016-infographic/
× http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-
trends-2016/
× http://conversionadvantage.com/digital-marketing-trends-2016/
× http://info.tbgdm.com/blog/digital-marketing-trends-for-2016-whats-hot-for-the-new-year
× http://tfmainsights.com/digital-marketing-what-are-the-most-popular-digital-media-channels-
for-2015/
× https://en.wikipedia.org/wiki/Google_Analytics
Sources

48. SEO

49. SEO tools
Will you be using the full range of Free,
Freemium and Paid tools available to review
and improve your SEO and content marketing
effectiveness?

50. Categories of SEO tools
×Keyword analysis
×Rankings
×Content Ideas
×Link Building
×Link Removal
×Technical SEO

51. 1. Keyword Analysis Tools
Naturally, keywords guide search engine users to your site,
meaning how popular a site is, depends greatly on how well
you utilise them.
“Without Keywords there is no such thing as SEO”- Brian Dean

52. 1. Keyword Analysis Tools
Free – Ubersuggest
A free keyword suggestion tool that uses a variety of different suggest services to create a
detailed list of keywords for you.
Freemium –Term Explorer
Claiming to have the biggest data set of any Keyword Research tool, it allows you to expand
keyword lists, collate search volumes, and understand your competitiveness data.
Paid – SEMrush
SEMrush, although technically a Freemium tool, offers far more insights and data using the paid
version of the software. It allowing you to see the keywords your competitors are ranking for,
the landing page for each keyword also the value of the keyword (should you be interested in
PPC).

53. 2.Ranking Tools

54. 2. Rankings Tools
Knowing where your site currently ranks is also incredibly important.
• track which of your online marketing strategies are working best,
• letting you to focus similar efforts across your campaigns,
• maximising ROI
• seeing your traffic (hopefully) skyrocket through the roof.

55. 2. Rankings Tools
Free tool - Google Search Console
Google’s very own suite of helpful tools to help users monitor the performance of their website. By using
the “SearchTraffic” tab then the "SearchAnalytics” tab, it will bring you up a list of keywords you’re
currently ranking for. Following from this, sort by ranking position and target the keywords that are on
page 2 of the search results,With a bit of a SEO magic, you should see them creep up onto page 1!
Freemium – SEMrush
As a freemium model SEMrush allows you limited access to the data, however fiddling with the filters
will allow you to uncover a little more data. In short, it allows you to track any domain or Keywords from
any geographical location, discovering local competitions and lets you target different devices too.
Paid – Authority Labs
Authority Labs is a rather handy tool, thanks to it’s ability to track and graph the keywords for your site.
Performing daily check of the keywords you’ve highlighted, then turning the findings into a weekly report.

56. 3. Content Effectiveness Tools

57. 3. Content effectiveness tools.
“All SEO Ranking signals revolve around content of some kind”
- Bing’s Duane Forrester
Coming up with fresh and unique ideas day in day out is incredibly
hard, however necessary to keep your site not only relevant and
engaging for your audience, but optimized for search engines.

58. The tools below enable you to find new ideas and optimize your
current content.
Free – Outdated Content Finder
Greenlane Search Marketing created a particularly useful tool if you’re struggling for content Ideas. Put in
the search term you want to rank for, or just the general topic of content you want to write about. Put in
the date parameters (I tend to look back about 3+ years) and have a read of some old content. See if you
can jazz it up a bit and bring it into modern times, then get in touch with the webmaster and see if they’d
be interested in posting the newer version.
Freemium –Yoast WordPress Plugin
This is an awesome wordpress plugin to ensure the content going on your site is “SEO
Friendly”. It works on a bit of a traffic light signal basis, and basically keeps your content in
check.
Paid – Buzzsumo
Buzzsumo is quite simply a very good tool. It has an incredibly easy to use interface and
allows you to quickly identify what content is working well around a particular topic aswell
as highlighting the major influencers.
3. Content Effectiveness Tools

59. 4. Link Building Tools
Links are one of the greatest Ranking Factors today.
Provided the content is strong enough, one gets some lovely
new content for their site, the other gets to raise awareness of
their site or become a bit more of an authority on a subject
matter.

60. Free – Outdated Content Finder
Greenlane Search Marketing created a particularly useful tool if you’re struggling for content Ideas. Put in the
search term you want to rank for, or just the general topic of content you want to write about. Put in the date
parameters (I tend to look back about 3+ years) and have a read of some old content. See if you can jazz it up
a bit and bring it into modern times, then get in touch with the webmaster and see if they’d be interested in
posting the newer version.
Freemium –Yoast WordPress Plugin
This is an awesome wordpress plugin to ensure the content going on your site is “SEO Friendly”. It works on a
bit of a traffic light signal basis, and basically keeps your content in check.
Paid – Buzzsumo
Buzzsumo is quite simply a very good tool. It has an incredibly easy to use interface and allows you to quickly
identify what content is working well around a particular topic aswell as highlighting the major influencers.
4. Link Building Tools

61. 5. Link Removal Tools
Link Removal can also be utilised even if you haven’t been hit
with a penalty.You may have bought some links in the past, been
on the wrong end of a negative SEO attack or even have your
content posted across multiple sites and these links can still
impact you. Removing these, can do absolutely no harm and will
keep you in the good books with google.

62. Free – DisavowTool
When Googles DisavowTools was finally introduced, it was a long time coming. It basically highlights the sites
to Google that you don’t want Linking to your site. Simple as that.
If you want to read a little more about this we did a post about the DisavowTool
Paid – CognitiveSEO
Cognitive is a monster of a tool, it helps with rankings, competitor research, backlink analysis, content
auditing and most predominantly Unnatural Link Detection and Link Removal. It really is a fantastic tool,
which has a preview screen so you can check the sites, before deciding whether to add to a disavow file or
leave them as a link. CognitiveSEO then creates a disavow file for you, which you can upload immediately to
Google. Job done!
5. Link Removal Tools

63. 6. Technical SEO tools
Being able to dig around on the 'back-end' of your site,
getting to know how it functions and any issues with it, is
a pivotal step in reaching optimisation 'Nirvana'. The tools
below should be help you in your quest to reach this
mythical place.

64. Free -WooRank Plugin
I'm kind of cheating a little bit with this one, as technically it's a freemium product. However, I've found it
offers enough information to be useful as it's free incarnation. It scrapes your site and tell you of any
inefficiencies, even offering checklists to complete. A great tool to get an overview of your site and
competitors.
Freemium – Screaming Frog
Screaming Frog is superb at scraping a site, much like a search engine would. It runs it's rule over all links and
pages of the website offering data on StatusCodes, PageTitles, Meta Descriptions, Robots Meta Data and
put it all into a filterable spreadsheet.
Paid - DeepCrawl
Deepcrawl offers a similar service to Screamingfrog, however is a lot easier to use if you're new toTechnical
SEO. Instead of the spreadsheet you get from Screamingfrog, you get it in simple visual information in the
form of graphs and charts. Another feather in it's cap is it's ability to Identify content, highlighting any missing
titles, duplicate pages, the length of the content and much much more.This post could go on for a while due
to the inordinate amount of features it has. So here's a little further reading for you.
6. Technical SEO Tools

65. ×Social media
The rise of new publishing options on Social Media like Instant articles will bring more visibility for
publishers. As Facebook tries to rival search engines to be the gateway for content, other “fringe” Social
Networks aren’t far behind. Networks like, Snapchat, Instagram, etc which were once considered Fringe
are now part of the mainstream. Content Aggregation, like Twitter’s Curator, will enable users to know
about trends instantly and from one place. Paid social will also grow in importance. Social Networks
have continuously reduced organic reach and pushed for their paid options to “boost” views. Paid Social
is only going to grow this year.
×Content
Content personalization will gain importance as it increasingly becomes the only way to cut through the
noise of digital marketing. Creating cool graphical content and focusing more on personalization will be
important. The “Me-to-You” approach in Content Marketing is going to be the focus of a lot of brands in
2016. The Introduction of Google’s Knowledge Graph is going to push publishers to write for the users
instead of search Engines. Interactive content (like GIFs), will be more visible across Timelines.
A visual guide to content marketing tactics which will
become more popular this year

66. A visual guide to content marketing tactics which will
become more popular this year
×Technology
The Virtual reality era in content can finally become a reality. If Facebook’s Video 360 is a big
success and gains traction then there is a good chance that we’ll see a lot of new technological
shifts in content creation. Talking about content creation, algorithms which are going to write
content on their own will be more visible. They are actively generating content even now, but it is
only limited to compiling articles like weather updates. The future will see less reliance on human
effort and more on algorithms. 2016 can show us a glimpse of that future.
×Mobile
Mobile continues to grow rapidly. 2016 will be no different. Content suited for a mobile audience
will be more visible than ever. Campaigns targeted at mobile users will gain more traction, apart
from the ones focused on App downloads.
×2016 is going to bring a lot of innovation in Content.