Digital marketing fundamentals

IMFND 2015©
Digital Marketing
Fundamentals
Abdel Rahman Sleem
CEO, IMFND
April. 2015

IMFND 2015©
+10 years
• work experience in Strategic Management ,Marketing & Project Management .l
got MBA Module of Marketing on February 2013 .
+20 Companies
• I have been their Strategic & Marketing consultant in the MENA region
+ 12 international events
• Organize more than in the MENA in digital marketing with international &
regional speakers .
About Me
CEO & Founder at IMFND

IMFND 2015©
Course Agenda
• 1. Introduction to Digital Marketing :
• • Digital marketing landscape
• • Digital marketing in Egypt
• 2. Strategy & Planning :
• • How to write your perfect media plan
• 3: Implementation( Forms of Digital marketing ) :
• I. Online advertising :
• • Introduction to online ads
• • Types of online campaigns
• • Types of banners
• • Online platforms
• • facebook & social advertising
• • Google advertising
• • Display advertising
• • Creative art work for your online adv campaigns
• • Targeting clusters
• • Budget & bidding
• • Campaigns measurement & optimization
• II. Social Media Marketing :
• • Introduction
• • Types of social media channels
• • What’s content marketing
• • Creating a content strategy
• • Implement your content marketing strategy :
• • audience management
• • Social media management tools
• • Measurement & optimization
• III. Search Engine Optimization over view
• IV. Email Marketing over view
• V. Mobile Marketing over view
• VI. Games advertising over view
4. Measurement & analytics over view

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THE WORLD IS CHANGING
My in-laws are 60. They use email to reach me!
My nephew is 11. He plays golf & races cars…online!
My brother saw his dates after 3-4 meetings…online!
My husband hasn’t been to a bank in 4 years!

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Today’s consumer
More Time Spent on Social Networks
More Impatient
More Vocal
More Clutter & Information

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Today’s Communication
Perceived, rather than real, customer feedback

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The new marketing paradigm

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Some Interesting Facts
• There are more addresses than there are people on Earth.
The current global population stands at more than 6.7 billion.
• There are about 150 web addresses per person in the world.
• If you spent just one minute reading every website in
existence, you’d be kept busy for 31,000 years. Without any
sleep.
• 28.9% percent of total time spent online in India was spent
on Google Sites,

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What is Marketing ?
Marketing is creating things of value in
order for people to trade what they value
in return.

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What is Marketing ?
Marketing is creating things of value in
order for people to trade what they value
in return.
And Digital Marketing is the Same
Using he power of the internet!

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What is Digital
Marketing ?
Digital Marketing is the
promoting of brands
using the Internet,
mobile and other
interactive channels.
Digital Marketing is the
practice of promoting
products and services
using digital distribution
channels to reach
consumers in a timely,
relevant, personal and
cost-effective manner.
- Wikipedia

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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

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Why Digital Marketing?

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THE EFFECTIVENESS OF ONLINE

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Understanding Paid, Earned and Owned Media
Models

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This is where your Digital
Marketing Strategy Comes in…

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Remember the old adage..
Slow and Steady Wins the
Race!
‘If you slowly and consistently implement this
strategy, you will be ok…’

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Slow and Steady Wins the
Race!
‘If you slowly and consistently implement this
strategy, you will be ok…’
Remember the old adage..

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In the new normal…
Fast and Consistent
always beats slow and steady!

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Online Advertising

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Online Advertising
• Online advertising is a form
of promotion that uses the
Internet and World Wide
Web for the expressed
purpose of delivering
marketing messages to
attract customers.
Examples of online
advertising include
contextual ads on search
engine results pages,
banner ads, Rich Media
Ads, Social network
advertising, online
classified advertising,
advertising networks and
e-mail marketing, including
e-mail spam.

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Contd…
• Online advertising (otherwise known as sponsored links on
websites like Google) is a quick and effective way of
promoting your website and generating targeted website
traffic.
• It’s the advertising which uses Internet as a media to
communicate.

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Ethics in Online Advertising
• Flashing banners will distract the
users
• Misleading images designed to look
like error messages from the
operating system
• Lead to sites with malicious software
or adult material
Unethical Advertising Methods
Privacy
Hosting the banner images on its servers
and using third-party cookies, the
advertising company is able to track the
browsing of users across these two sites.
Malware
external applications which alter system
settings . E.g. spawn pop-ups
insert advertisements into non-affiliated
web pages

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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.

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Contd…
• CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance
based and is common in the affiliate marketing sector of the business. In
this payment scheme, the publisher takes all the risk of running the ad,
and the advertiser pays only for the amount of users who complete a
transaction, such as a purchase or sign-up.
• CPL (Cost Per Lead)
• CPO (Cost Per Order)
• CPE (Cost Per Engagement)

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Types of Advertising
• Affiliate marketing: Affiliate marketing is a form of online
advertising where advertisers place campaigns with a
potentially large number of small (and large) publishers,
whom are only paid media fees when traffic to the advertiser
is garnered, and usually upon a specific measurable
campaign result (a form, a sale, a sign-up, etc). Today, this is
usually accomplished through contracting with an affiliate
network.
• Contextual advertising: Many advertising networks display
graphical or text-only ads that correspond to the keywords of
an Internet search or to the content of the page on which
the ad is shown. These ads are believed to have a greater
chance of attracting a user, because they tend to share a
similar context as the user's search query. For example, a
search query for "flowers" might return an advertisement for
a florist's website.

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Contd…
• Behavioral targeting: In addition to contextual targeting,
online advertising can be targeted based on a user's
past clickstream. For example, if a user is known to have
recently visited a number of automotive shopping /
comparison sites based on clickstream analysis enabled
by cookies stored on the user's computer, that user can
then be served auto-related ads when they visit other,
non-automotive sites.
• Semantic advertising: Semantic advertising applies
semantic analysis techniques to web pages. The process
is meant to accurately interpret and classify the
meaning and/or main subject of the page and then
populate it with targeted advertising spots.

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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

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Online Advertising Landscape
Landscape
Publisher
Tech
Provider
Media
Agency
Creative
Agency
Customer

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Targeting Clusters in Online ads
Targeting
Clusters
Contextual
Day Part
Frequency
Capping
Geographi
c
Keywords
Audience
Behavioral
Intent to
buy
Past
Purchase
Re-
Targeting

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Ads types and different sizes

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And Social Advertising

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Reach more of the people who matter most to you
Once you’ve started connecting with your customers on Facebook, you’ll want to find
other people who are likely to be interested in your product or service. We use
Facebook ads to send the right message to the right people, just when they’re most
open to discovering your business.

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When you create ads, they’ll be shown in different placements on Facebook
depending on your goal and your targeting and creative choices.
Facebook Advertising
Marketplace Ads Sponsored Stories
• Standard Facebook ad that can
drive internally or externally to
Facebook.
• Sometimes paired with social
actions your friends have taken.
Could be shown on Facebook’s
newsfeed or RHS.
• Based on the idea of social proof
and that consumers are more likely
to like a page someone they know
already has.
• Drives greater action /
engagement from users.

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Find the right customers more efficiently with custom targeting clusters
Demographic
• Age
• Gender
• Zip
• Device
• OS
Personal
• City/State/Zip
• Birthday
• Education
• Workplace
• Relationship status
Social
• Likes & interests
• Friend connections
• Activity (e.g., check-ins)
• Intent
Custom targeting
• Customers of specific operators
• Active web users w/o
smartphone

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Fine-tuned Targeting with Advanced Targeting Options:
Competitors fan pages
Custom Audiences
You could aim your Facebook Ads to target the fans of your competitors Facebook pages. You’re only
dealing with the most active users. Think about how much more Facebook and website traffic you
can gain if you’re publishing equality and relevant content regularly.
Find your existing audiences among people who are on Facebook using email addresses, phone
numbers, Facebook user IDs.
Lookalike Audiences
Target user profiles that Facebook think are very similar to your existing custom audience also can
be targeted to extend your ad reach

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Quickly build an active
community of advocates
and influencers on Twitter.
The bigger your follower
base, the more people
there are to engage with
and spread your message.
Could be used for always on
campaigns or as a booster.
Promoted Accounts Promoted Tweets
Promoted Tweets are regular
Tweets but with the added
bonus of reaching both
current and potential
followers you target.
Perfect for message delivery to
a wide audience.
Trends are popular topics
happening right now, on
Twitter. Because these
Trends are placed
prominently next to a user’s
timeline, they get mass
exposure.
Perfectly used for offers and
campaigns.
Promoted Trends
Twitter Advertising
Maximize your impact with different forms of advertisements on Twitter

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LinkedIn Advertising
Sometimes LinkedIn generates more sales leads
than Twitter or Facebook because:
• You are reaching to a business-focused audience.
• You can filter your target audience by criteria such as job title, job function,
industry, geography, demographics, skills, company name, company size, .. etc
• Millions of executives who don’t want to be on Twitter or Facebook are
members of Linkedin

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PPC vs SEO
PPC SEO
Pay per click Free
Auction based Project based
Higher cost Low costs
Traffic potential 30% Traffic potential 70%

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Attract
[ Awareness ]
Engage
[Consideration]
Transact
[ Purchase ]
Retain
[ Cross sell ]
Grow
[ Value add ]
Why is Search important ?
Digital Camera photocopier
Canon Digital Camera
Canon IXUS 100HS
Canon IXUS 100HS bag
Canon EOS

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Search Marketing
PPC Setup
and
Management
Keyword
Research
Demographic
and
Geographic
Targeting
Multiple Ads
creation
Create
Landing
Pages
Split Test Ads
& Landing
Pages
Monitor
conversion
rates
Report,
Analyze,
Optimize

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Where my ad appears
Paid Ads (PPC)
Paid Ads
(PPC)
Organic Search

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Account structure
Google AdWords Account
Ad group : Sports wear Ad group : Classic wear
Keywords: Sports wear
Best sports wear
Keywords: Classic wear
Best classic wear
Campaign : Clothes

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Budget & Bidding
Set a daily and
monthly limit
Specify the max CPC
Pay when the user
click
Use the keyword tool
for insights

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Keyword tool
• Search for new keywords and ideas
• Get search volume of a keyword
• Get the keyword competition
• Get an estimated CPC

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Get the message out to the mass audience
Blast your messages to all targeted groups on hundreds of
premium and targeted websites, that will sure drive your sales.

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Why use GDN Advertising?

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GDN Advertising
Google Display
Network
Right Person Right Timing Right Message
• Target a custom
segment based on
specific demographics,
lifestyle,
psychographics and
behavioral data
• Reach qualified leads
based on interests and
intent to purchase
• Engage past site visitors
with remarketing
• Topic targeting
• Keyword contextual
targeting
• Placement Targeting
• Customize creative
based on user behavior,
interests or
demographics
• Rich media drives user
engagement and recall

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Find and Reach Your Audience
YouTube is the #1 online video site in the world.
Gain Valuable Insights About Your Video and Audience
9 out of 10 viewers can be enticed to watch video ads.
Spread Video Messages on a Larger Scale
800 million people visit YouTube every month.
Reach New Customers Wherever They Are
YouTube mobile gets 400 million views per day.
YouTube Advertising

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In Search
1. Ads appear on the
Youtube search page
2. Viewers see your ad
above or next to
YouTube’s search results
when they search for
content related to your
video
3. Pay only when
someone clicks your ad
to watch your video
In-display
1. Ads appear next to
videos on the YouTube
watch page
2. Viewers can click the
display ad to watch the
video in the ad or on a
YouTube watch or
channel page.
3. Pay only when
someone clicks your ad
to watch your video.
In-stream
1. Ads play as a pre-,
mid-, or post-roll on
YouTube partner videos
of all
lengths.
2. Ad plays and viewers
can skip after 5 seconds.
3. Pay only when
someone watches 30
seconds of your ad or to
completion if the ad is
under 30 seconds..
In-slate
1. Ads play before long-
form YouTube partner
videos over 10 minutes.
2. Before a video plays,
viewers choose to watch
one of three ads, or to
see regular commercial
breaks during the video.
3. Pay only when
someone clicks your ad to
watch your video.
YouTube Advertising

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Display Advertising
Channel Takeover
[ Sponsorship Banners ]
Rich Media Banners
Standard Banners
[ Leaderboard | Showcase | Skyscraper ]
Social Media Banners

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Rich Media Advertising
Rich Media Types:

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Key Performance Indicators

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Measurement & Analytics

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Social Media Marketing

Facebook
• High reach to more than 20 Millions Egyptian
as the biggest SM Platform in Egypt
• Easy to setup
• Preferred to use, B2C Business.
• Easy to target and build fan base with Low
budget
• Suitable for different size of business

Twitter
• Easy to promote and reach Great base of
followers through #
• Best type of platforms to use in Customer
service
• Easy to reach and interact with top
influencers in the market
• B2B and B2C both are suitable for using
Twitter

G+
• Easy to reach great number of customers
through the great support from Google in its
search engine
• Good in using #
• Connecting Google+ with Blogger and
Google+
• Trending platform with speedy updates and
easy to verify your page.

Instagram
• Such Visual Platforms is easy to promote your
presence with powerful designs.
• Very powerful # are used on Instagram.
• The new video option will increase the ways
that you can present your brand on
Instagram
• Post the most attractive designs and catchy
pictures relative to the brand

Linkedin
• B2B business should have a presence on LinkedIn
• It could be the official Presence on SM as a
company page.
• The company page with showcase page targets
increasing engagement for each product and to
be more specific.
• Perfect to share articles and to promote
company news.

Social Media Vendors Landscape

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It’s a holistic data-driven approach to marketing
that attracts individuals to your brand and
convert them into lasting customers
CONTENT MARKETING

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And content marketing is powerful for
one simple reason
• WE CAN MEASURE IT AND TWEAK IT TO BE MORE EFFECTIVE
• BECAUSE AN ANALYTICS REVOLUTION IS UPON US:
• Analytics can track real-time engagement with content
• Brands can, over time, learn about the type of content that their
customers are most likely to engage with
• Through this trial-and-error, brands can find their voice and the way their
target audience likes to receive and engage with their content

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• YOU CAN RUN MANY EXPERIMENTS TO FIND WHAT
WORKS… AND PRETTY CHEAPLY TOO

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• 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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INBOUND IS AN APPROACH TO MARKETING
THAT REACHES TODAY’S CONSUMER.
Understand what
content pulls your
buyers through the
sales funnel, and use
that context to
personalize your
marketing at scale.
Get found by qualified
leads online with
content (website
pages, blog articles,
social messages)
optimized for search
and social media.

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Establish An Editorial Framework That
Will Define Storytelling Themes
Your brand is
the story
Your brand is a
character in the
story
Your brand
comments on a
story
Master Content Narrative

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Build Content Pillars That Map to the
Editorial Framework
Your brand is
the story
Your brand is a
character in
the story
Your brand
comments on
a story
Master Content Narrative
Product
Launch
Events and
corporate
announce
ments
Highlight
customer
stories
Proactive
Customer
Support
Real-time,
trending
and
lifestyle
Curated,
3rd party
industry
content

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The 3’s Of Successful Content Marketing _
Content Must Be Searchable

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Content Must Be Snackable

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Content Must Be Sharable

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How to make your content more attractive?
Your Title should use one of:
1. Numbered List: 10 SM Mistakes everyone makes
2. How to: How to write a blog post that drives 10x more traffic
3. Case Study: How we grow our pinterest followers 10 times in one
week
4. Lesson learned: Top lessoned learned about marketing from
watching Kotler’s kitchen
5. Reasons, why: Why you can’t afford to ignore blogging?

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How to make your content more attractive?
Your Title should use one of:
6. Provocative Question: Are you making the 10 biggest mistakes in
Digital Marketing?
7. News Headline: Announcing New blogging for business training this
September
8. Direct and specific: Free Google+ Report!
9. Command: Get better Result tomorrow by reading this post
10. Irresistible: How Google Changes may be destroying your email
strategy

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Brand Storytelling
Content Marketing

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Brand Storytelling

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5 tips on the art of storytelling in business
1. Uncover your stories, and draw real life examples.
2. Get your Company values across
3. Make them colorful (emotional, people needs)
4. Make appropriate format (choose words, make it
sharable)
5. Give people reason to come back.

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How to make your Message stick
1. Keep it simple
2. Be unexpected
3. Be concrete
4. Get credible
5. Be emotional
6. Tell a story

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Real-Time Marketing
Content Marketing

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Defining Real-Time Marketing
Four disciplines are needed
to provide real-time
marketing - real time data,
audience insights, design
excellence and immediate
amplification.

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Real-Time Marketing Is An Integrated Tactic
Four disciplines are needed
to provide real-time
marketing - real time data,
audience insights, design
excellence and immediate
amplification. Real-time

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Determining “When” To Use Real-Time Marketing
RESONANTRELEVANT
TIMELY
IDEAL
CONTENT
AUDIENCE
INTERESTS
BRAND
PRIORITIES
CONVERSATION
TRENDS

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Real-Time Marketing Requires a 2 Hour Cycle at a Minimum
spot a trend
choose
a trend
develop
concept
approve
post
amplify
measure
optimize

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8 Ways to make Real-time Marketing
work for you
1. Be Prepared
2. Slow and steady wins the race
3. Use Customer Insight to your advantage
4. Dare to dream big
5. Stick to what works for you
6. Think 24/7 not 9-5
7. Entertain don’t interrupt
8. Don’t be real-time for real-time sake

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The Three Tiers of Online Influence and
Brand Advocacy
Celebrity
Influencers
Topical Influencers
(Travel, Fitness, Political)
Brand Advocates
(Customers, Partners, Employees)
High touch, high reach, paid
incentives
High reach, sometimes paid
incentives
Lower reach, low touch, no
monetary incentives needed

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Understanding the Differences Between
Advocates and Influencers
• Natural affinity towards
the brand
• They don’t know that
they are advocates
• Generally have lower
reach
• Long-term business
value
ADVOCATES
• Natural affinity towards
a vertical
• They know that they
are influential
• Usually have high
reach
• Relationship with a
brand based on
incentives
INFLUENCERS

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Employee Advocacy Delivers Multiple
Strategic Brand Initiatives
DRIVE
BRAND AWARENESS
CHANGE
PERCEPTIONS
EDUCATE
CUSTOMERS/MEDIA
SOLVE
CUSTOMER ISSUES
PROVIDE
FEEDBACK/NSIGHTS
INFLUENCE
THEIR PEERS TO BUY

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Four Types of Online Influencers
Reach Relevance
Evolved
Celebrities
High-profile, but possibly regular consumers with
celebrity cache. Almost always requires paid
sponsorship.
(e.g. actors, celebrities, performers)
Top Tier
“New Media”
Credentialed journalists and professional bloggers
looking for the best content. Credibility is critical.
(e.g. Todd Woody: GreenWombat, Forbes, NY
Times, Quartz, Yale360, Atlantic)
Pack
Leaders
Everyday people developing a community that often
follows their lead.
(e.g. HBR Bloggers; SMEs)
Long-tail
Likers
90% of consumers rarely sharing with friends.
Reach is small, but tremendous potential power if
united.
(e.g. most of your co-workers and friends)

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8 Steps to Consider When Preparing For Your
Content Strategy
1. Build a team
2. Assign roles & responsibilities
3. Define your brand narrative
4. Create channel strategy
5. Establish the content supply chain
6. Build real-time capabilities
7. Integrate converged media models
8. Invest in the right technology

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Build a Centralized “Editorial” Center of
Excellence
CUSTOMER
SUPPORT
DIGITAL
MARKETING
ANALYTICS
SOCIAL
MEDIA
Product
Marketing
Research
Employees
Segment
Marketing
Events
REGIONAL
EDITORS
BRAND &
CREATIVE
Centralized
Editorial Team
Roles &
Responsibilities
• Define the brand’s content
strategy
• Integrate the content
strategy across the entire
organization
• Train and mobilize internal
stakeholders
• Invest and deploy content
marketing technology

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Various Organizational Roles in a Content
Organization
Role Responsibility
Chief Content
Officer
This role requires a significant amount of leadership experience, obviously. He or she should have a significant amount of
expertise in marketing (paid, earned, owned media), journalism and the content production process. He/she will ultimately be
responsible for the content strategy and be the primary interface with the rest of the company, evangelizing the vision of taking
the brand and shifting it to a media company.
Managing Editor
This person must be a veteran of traditional media and have a proven ability to run an editorial operation. The managing editor
will be responsible for all content operations to include content ideation, creation, approval workflows, distribution and
optimization of the content after it’s posted. In a global company, the managing editor may be responsible for ensuring that the
content strategy is coordinated across all the brand’s regional content operations.
Editor
Editors could be in charge of regions, specific products/brands or channels. They will also play a pivotal role in editing and and
approving content that’s submitted by contributors. They will also be responsible for finding and training new contributors.
Community
Manager / Content
Marketer
Today’s community managers must have specific experience in content creation, content production and understand the
fundamentals of paid media. For smaller brands with the creative newsroom model as well as a converged media strategy, the
community manager may be the only one spotting the trends, writing the copy, building a piece of creative and then making the
strategic decision to promote it
Internal / External
Contributors
For your brand’s content marketing to provide the highest level of value, it’s imperative that subject matter experts contribute
articles, posts, presentations and any other thought leadership material that will help add value to customers. Additionally,
content marketing operations often uses external content contributors, specifically influencers or brand advocates
Creative Creative teams are necessary to deliver visual content across all platforms.
Analysts
For large companies, having a dedicated analyst is a necessity. Not only for reporting and measurement purposes, but also for
making real-time decisions on pushing organic content to sponsored or promoted as well. A good analyst will have more than
superb excel skills or the ability to make fancy graphs when reporting back numbers. They should also be able to extract insights
so that the editorial teams can iterate specific content in order to improve its performance.

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An Overview of Technology Applications
That Facilitate Content
Social
Listening &
Analytics
Content
Publishing &
Social CRM
Content
Marketing
Platforms

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A Brands Tone of Voice Must Be
Consistent And Be Grounded in Strategy
Approachable
Fun
Smart
Enthusiastic
We will never sound like a robot or share corporate babble. Going shopping
is fun and we should have fun when talking about it. We are clever, witty
and make people smile.
We are subject matter experts in all things fashion and shopping. No room
for error when it comes to talking about important things in life like looking
good.
We must strive to get customers excited and pumped for life events and
milestones like bachelor parties, anniversaries, back to school or “girls night
out”.
Our brand is fun, easy to talk to; we answer questions even when
they may not make complete sense. We are your friend and give
good advice when you need it.

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The One Page Content Marketing Plan
1. Who are your people?
Who are you trying to reach with your content? Where do they hang out online? Be as specific as possible.
2. What are your objectives?
Choose two. (Remember: this is a simple plan to propel you toward action.)
3. What are your goals?
What does success look like 6-12 months from now? Choose two goals.
4. What types of content will you produce?
Blogs, podcasts, or videos? Tutorials, guides, interviews, infographics, or curated content?
5. How often will you publish your content?
Remember: choose quality over quantity but be consistent.
6. How will you promote your content?
Where will you be active on social media (hint: where are your people)? How will you capture email addresses? What
groups will you target to share your content?

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Beyond display ads and lead generation, how are advertisers using social
games to achieve marketing objectives?
Sponsorships Branded Virtual Goods
Branded GamesPromo Codes

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WHAT MAKES BRANDCONNECT™ DIFFERENT?
Launch Video / Games /
Installs / Surveys
100% Consumption
Post Actions on Facebook
Demographically Targeted
User initiated
User rewarded
Frequency capping
Guaranteed views and
engagement
WHAT MAKES IT DIFFERENT?

Pringles :- Made a games named “King Kong jump” ,”Laser
jumper” and “Design your own can”
King Kong jump is one of mobile advertising games
The player jump over Pringles can
And try to get the bonus which is Pringles logo
When you play the game you will be waiting for seeing the
Pringles logo to get bonus so you can get the high score
CASE STUDY 1 - Mobile advertising games

Case study 2:- Mobile games
Nokia :- made a game named “Nokia snake”
Snake is a video game that originated during the late 1970s in arcades and has
maintained popularity since then, becoming something of a classic. After it became
the standard pre-loaded game on Nokia phones in 1998, Snake found a massive
audience.
Nokia snake of course made a high
involvement with customers but, made a
low degree of brand involvement

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Case study :-
Mobile games sponsorship
Subway is sponsoring the PrePlay football game application
to engage sports fans.
The PrePlay app awards points to fans who predict the
outcome of each play as they watch football games on
television. The Subway brand is incorporated throughout the
app
“We have an avid sports following and Subway has gone to great
lengths over the past 10 years to reach the sports audience,” said
Andrew Daines, founder and CEO of Pre Play Sports, New York.

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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.
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.
With its advanced tools for
determining what your subscribers
are interested in, Pinpointe is
among the best email marketing
services available.

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• +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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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

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1. Social Media Ads
You can focus on ads that
appear in Facebook’s
mobile News Feed,
because it’s been proven
that they can get more
clicks (0.79%) than ads
that appear in desktop
News Feeds (0.21%).
Mobile Marketing
Mobile News feed ads

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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

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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

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• 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

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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

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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

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What is SEO?
SEO is the act of modifying a website to increase its ranking in organic (vs paid),
crawler-based listings of search engines
How do organic search listings work?
• A spider or crawler which is a component of a SE gathers listings by automatically
"crawling" the web
• The spider follows links to web pages, makes copies of the pages and stores them
in the SE’s index
• Based on this data, the SE then indexes the pages and ranks the websites
• Major SEs that index pages using spiders: Google, Altavista, Msn, Aol, lycos
“Spiders read only text, nothing else”

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What is search engine marketing (SEM)?
SEM is the act of marketing a website via search engines by purchasing paid listings
What are paid listings?
These are listings that search engines sell to advertisers, usually through paid placement
or paid inclusion programs. In contrast, organic listings are not sold.

Digital marketing fundamentals

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