SAZ ACCELERATED DIGITAL MARKETING PROGRAME 2018 - NOTES -

1. DAY ONE

2. Online Marketing Fundamentals:
• i. What is the internet?
• ii. The digital transformation
• iii. What is Online Marketing?
• iv. Key drivers for online marketing?
• v. Key elements for online marketing?

3. ADAPT OR PERISH (DIE)
• Technology has put business in the digital age.
• The world is quickly becoming digital.
• People are consuming digital content every second.
• Companies now recognize importance of digital.
• Marketing departments should adapt quickly or their businesses
die.
• Digital offers potential to marketers and consumers alike.
• Digital Ecosystem: A community mediated through the Web
DIGITAL INSIGHTS

4. Zimbabwe: Digital Realities
 11,4million active mobile subscribers.
 90.3% mobile penetration rate.
 340 000 active fixed subscribers.
 6,2million internet subscriptions in 2017.
 54.5% internet penetration rate in 2017 (was 15.7% in 2011 & 0.4% in
2000).
 8,911km total national internet fiber optic cables.
 Around 2million Facebook users out of 2 billion internationally.
In Zim most businesses are using digital media but
ROI is almost ZERO.
http://www.internetlivestats.com/statistics/

5. What is the internet?
- Interconnected Network
The internet is a network of global exchanges –
including private, public, business, academic and
government networks – connected by guided,
wireless and fiber-optic technologies.
• The last mile
• Data centres
• Back bone

6. The Internet vs WWW
INTERNET WWW
Internet the infrastructure WWW one of the many virtual
networks
Hardware Software
1969 – defence 1993
INTERNET PROTOCOL HYPER TEXT TRANSFER
PROTOCOL (HTTP)

7. DIGITAL TRANSFORMATION

8. • EMPOWER EMPLOYEES
• ENGAGE CUSTOMERS
• OPTIMISE OPS
• TRANSFORM PRODUCTS
DIGITAL TRANSFORMATION

9. – Powerful Tools
– Methodologies
– Promotion
What is Online Marketing?

10. TRADITIONAL vs DIGITAL

11. Key Drivers - Digital

12. Key elements for digital marketing

13. DAY ONE - SESSION TWO
Website and Blogs basics

14. Key elements for online marketing
www.techzim.co.zwwww.cbz.co.zw

15. WEBSITE

16. BLOG

17. Web design basics
• Designing vs development
• Website maintenance
• HTML - create
• CSS - design
• Java script - enhancement
• PHP - development
• Open Source Content Management System

18. DAY ONE – SESSION THREE
Search Marketing

19. Search Marketing
• Search marketing is the process of gaining
traffic and visibility from search engines
through both paid and unpaid efforts.
• Search Marketing encompasses:
Organic Search - SEO: Earning traffic through
unpaid or free listings.
Paid Search - SEM: Buying traffic through
paid search listings

20. What is a Search Engine
• A program that searches for and identifies
items in a database that correspond to
keywords or characters specified by the user,
used especially for finding particular sites on
the World Wide Web

21. Search Engines

22. • Google uses automated programs called spiders or crawlers,
just like most search engines. Also like other search
engines, Google has a large index of keywords and where
those words can be found. ... Google uses a trademarked
algorithm called PageRank, which assigns each Web page a
relevancy score
• Indexing
• Search engine ranking
• Search engine vs Browser
Search Engines

25. SEARCH ENGINE MARKETING
• SEO and SEM on Google, Yahoo, Bing, etc; PPC advertising
SEO & SEM

27. SEO Plan
• Key word listing short titles
• Key word with long description words
• Build Pages for each topic
• Set up a blog
• Consistent blogging
• Quality Content vs Quantity Content
• Create a link building plan: SM, backlinks
• Stay informed on SEO news and practices
• Measure and track SEO success

29. DIGITAL MARKETING ELEMENTS
DIGITAL
MARKETING

30. Digital Marketing: Benefits
 Cost effective than traditional marketing and advertising
 Gives fans/viewers/readers a chance to share content.
 Easy to integrated campaigns with other campaigns
 Easier to adjust or stop.
 Easy to target right audience.
 Promote brands beyond geographical boundaries.
 Instant feedback from customers.
 Easy to track; highly measurable.
 Exponential Results
“ The digital age is here, and businesses that fail to adaptto the new
marketing climate are at great risk of goingextinct.”

31. Day Two

32. Day Two – Session One
Social Media Marketing

33. What is social media?
Social media are computer-mediated technologies
that allow the creating and sharing of information,
ideas, career interests and other forms of expression
via virtual communities and networks.
Benefits of Social Media
• Increased Brand Recognition.
• Improved brand loyalty.
• More Opportunities to Convert.
• Higher conversion rates.
• Higher Brand Authority.
• Increased Inbound Traffic.
• Decreased Marketing Costs.
• Better Search Engine Rankings.
Social media marketing refers to the process
of gaining traffic or attention through social
media sites.
DIGITAL MARKETING STRATEGY:
3. SOCIAL MEDIA MARKETING

36. What is Social Media?
• websites and applications that enable users to
create and share content or to participate in
social networking

37. 7 Step Plan for SM Success
1. Audit Your Current Social Presence
“Know thyself. Know the customer. Innovate.” – Beth
Comstock
 Which networks are you currently active on
 Are your networks optimized (photo and cover
images, bio, URL, etc.)
 Which networks are currently bringing you the
most value
 How do your profiles compare to your
competitors’ profiles

38. 7 Step Plan for SM Success
2. Document Who Your Ideal Customer Is
“The aim of marketing is to know and understand
the customer so well the product or service fits him
and sells itself.” – Peter Drucker
• Age
• Location
• Job Title
• Income
• Pain Points (that your business can solve)
• Most Used Social Network

39. • Create A Social Media Mission Statement
 If it doesn’t align with your mission statement,
forget about it.
 Businesses that post randomly without a guiding
mission will fail.
 People follow experts, not generalists.
7 Step Plan for SM Success

40. • Create A Social Media Mission Statement
If it doesn’t align with your mission statement,
forget about it. Businesses that post randomly
without a guiding mission will fail. People follow
experts, not generalists.
7 Step Plan for SM Success

41. Identify Key Success Metrics
A few metrics to consider measuring are:
• Conversion Rate
• Time Spent on Website
• Reach
• Brand Mentions
• Sentiment
• Total Shares
7 Step Plan for SM Success

42. • Create and Curate Engaging Content
 Images
 Videos
 Blog Posts
 Company News
 Infographics
 eBooks
 Interviews
7 Step Plan for SM Success

43. • Invest In a Social Media Management Tool
“We live in times in which ordinary people can do
amazing things using the right tools”
Trends
Scheduling
Execution
Analytics
e.g; Hootsuite, Buffer,
Tweetdeck, SocialOomph
7 Step Plan for SM Success

44. 7 Step Plan for SM Success
• Track, Analyze, Optimize
“If you torture the data long enough, it will
confess to anything.” – Ronald Coase

45. Day Two – Session Two
Content Marketing – Viral Marketing

46. CONTENT MARKETING
CONTENT

47. CONTENT MARKETING
• Single most effective
strategy for SEO.
• Pictures.
• Editorials.
• Videos.
• Audio.
• Cartoons.
CONTENT

48. CONTENT brings TRAFFIC

49. TRAFFIC brings $$ or High (ROI)

50.  More effective than traditional marketing
 Global content supply is 27,000,000pieces per day – Yours should
compete
 Limited readers; Be 1st, comprehensive, read & viewed more.
 Create awesome visuals: pictures gets better ENGAGEMENT than
text.
 Bite-sized (easy-to-read snippets) content is more valuable.
 Call to action (CTA), eg to download, sign-up, share, like, email,
retweet, etc
 Written in a conversational tone that connects with targeted
audience.
CONTENT (CONTEXT) = TRAFFIC = $$$ or High ROI
CONTENT

51. CUSTOMER JOURNEY

52. Customer Journey
The digital persona is a model of the individual established through the collection,
storage and analysis of data about that person.
Persona Based Marketing is based on designing buyer journeys for your prospects
assuming you can group them into several key “individual types”.

53. Target Audience – Digital Persona
A persona is a fictional character created as a proxy for
a target audience.

54. Customer Journey
Personas are derived from a combination of five research modalities:
Demographic — Defines the basic structure of a population based on geography,
income, level of education, and other standard descriptive attributes.
Psychographic — Focuses on values, opinions, interests, aspirations, attitudes and
lifestyles.
Ethnographic — Involves participatory observation where insights are gleaned by
watching subjects in their daily routines and capturing what isn’t explicitly reported.
Transactional — Reveals insights through a historical customer relationship, including
first- and third-party purchase histories and post-sale service records.
Behavioral — Captures data passively through engagement with websites, mobile
devices and other media, content and channels that reveal how audiences engage over
the course of a relationship

55. Web Analytics Tools
1. Measure Data: traffic, page views, clicks. (Perfomance)
2. Analyze: So what?
3. Tweak: Apply data analysis to improve customer service.
make use of free or relatively cheap offerings like Google analytics,
Measure, Analyse and tweak

56. Benefits of using Web Analytics Tools
 How are we competing with other companies?
Benchmark yourself to know if you're winning audience.
 What are competitors doing to succeed?
Leverage competitive intelligence.
 What should we do to improve and how?
Implement customized SEO and site recommendations
to increase the value of your site.
 Is the current strategy working?
Monitor real traffic to ensure your strategy is optimized
and your budget well spent.
Measuring Performance of campaigns

57. SESSIONS: Total number of Sessions within the date range. A session is the period time a user is actively
engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce, etc.) is
associated with a session.
USERS: Users that have had at least one session within the selected date range. Includes both new and
returning users.
PAGEVIEWS: Pageviews is the total number of pages viewed. Repeated views of a single page are
counted.
PAGES/SESSION: Pages/Session (Average Page Depth) is the average number of pages viewed during a
session. Repeated views of a single page are counted.
The average length of a Session
BOUNCE RATE: Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left
your site from the entrance page without interacting with the page).
% NEW SESSIONS: An estimate of the percentage of first time visits
Web Analytics Tools
Google Analytics Terms

58. KEY DIGITAL MARKETING ELEMENTS

59. DIGITAL MARKETING STRATEGY

60. DIGITAL MARKETING STRATEGY
COMPANY
OBJECTIVES
DIGITAL
OBJECTIVES
TARGETS MEASURES INITIATIVES
INCREASE
REVENUE
customer
incresae
Bring more
relevant
traffic
Improve
UX(User
Expeerience)
Users: 100,000
Sessions:300,000
Page views:600,000
Bounce Rate: 1%
Conversions:600
5sec load speed
Top ranked (1) on
google