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MULTI-CHANNEL
DIGITAL MARKETING
Success Recipe
Hashtag: #ceudigitalmarketing
My Background:
• Raised in Negros Occidental
• Raised by my grandmother while mother is working as a helper for my
Tito in Cavite
• Came from a broken family (First child of my Father but illegitimate)
• Nakikisama all of my lives until recently
• Went to Cavite and live there since 2005 (11+ years now)
• Dropped out of college to pursue business endeavors
• Has no backer, investor or personal mentor
• Network Marketing is my first business
In short, I am just an ordinary person like YOU!
This Was Me in 2005
This Was Me in 2007 in the MLM Days
This Was Me in 2009 – Day-off
This Was Me in 2009 – Taking Picture of Someone
Else’ Car
My Current Status
• CEO of Digital Marketing Philippines (CJG Digital Marketing) and
started from the ground up.
• Employed 15 full-time people with above minimum salary.
performance bonuses and commissions.
• Has active partners in USA, Australia, and Canada.
• Active clients all-over the world.
• Married with 1 Child.
• Ministry Head of Young Adults in our local Church.
If I can do it, you CAN do it too!
My Family
My Team in Vikings last July 2016
Youth and Young Adults Leadership Summit last
May 2016
December 2016 Christmas Party
December 2016 Christmas Party
INTRODUCTION
High Paying Jobs in the PH for Fresh Graduates
ONE-TOUCH Marketing or
Advertising is NOT ENOUGH to get
ATTENTION
CONSUMERS are exposed to
MULTITUDES of INFORMATION
BRANDS and BUSINESSES need MULTIPLE TOUCH POINT to
connect with CUSTOMERS
They need to implement an
INTEGRATED MULTI-CHANNEL
DIGITAL MARKETING STRATEGY
Multiple studies confirm the importance of
MULTI-CHANNEL DIGITAL MARKETING including:
80% of Consumers need an average of
SIX TOUCH POINTS before they make a
PURCHASING DECISION
Studies from Pointclear
recommends TWELVE TOUCH
POINTS per customer for better
results
Startups and SMEs have LIMITED
CAPITALIZATION
Many are reluctant to spend for
MARKETING
MULTI-CHANNEL DIGITAL
MARKETING provides a very COST-
EFFECTIVE alternative that
DELIVERS RESULTS
MULTI-CHANNEL DIGITAL MARKETING:
is Effective in GENERATING
BUSINESS LEADS
Provides CONSIDERABLE SAVINGS
Generates 2.8 times better REVENUE
GROWTH
Allows 3.3 times better OPPORTUNITIES
for EXPANSION
DIGITAL MARKETING
MULTI-CHANNEL
THE CONCEPT OF
In the INTERNET and SOCIAL MEDIA age, customers can come from
practically EVERYWHERE
Modern Consumers have more CONTROL OVER THEIR CHOICES of
products and services
They want INFORMATION and
CONFIRMATION first before they
buy
Businesses, brands, and
marketers need MULTI-
CHANNEL DIGITAL
MARKETING to reach out to
these types of customers
MULTI-CHANNEL DIGITAL MARKETING is a
strategy that combines various kinds of direct
and indirect marketing channels to generate
favorable actions or responses from targeted
audiences
It may look like a complex web of distinct
channels all working towards a similar end,
and that is connecting with potential
customers
More Potential Customers means Better results
for your business
Digital Marketing Basic
Terminologies
TOUCH POINT
• Any encounter where customers and businesses
engage to exchange information, provide services,
or handle transactions.
CONVERSION
• When a visitor takes the desired action while
visiting your site. This can be a purchase,
membership signup, download, or registration for
newsletters.
TRAFFIC
• The number of total visits your site got regardless
of the sources.
ROI (RETURN ON INVESTMENT)
• A performance measure used to evaluate the
efficiency of an investment or to compare the
efficiency of a number of different investments. It
measures the amount of return on an investment
relative to the investment's cost.
UNIQUE SELLING POINT (USP)
• Also called the Unique Selling Proposition, it is a
factor that differentiates a product from its
competitors.
TRAFFIC CHANNELS
• Sources of the traffic of the visitors in a website.
PAID TRAFFIC
• When a company bids on keywords and makes
advertisements around those keywords to be
displayed on search engines. It also encompasses
any form of paid advertisement that directly points
to your website.
ORGANIC TRAFFIC
• Traffic generated to your website by a Search
Engine; also known as "free traffic".
WEB ANALYTICS
• Tool that measures different information of visitors
of your site ranging from demographic, location,
device, etc.
Digital Marketing Campaign
4 STRATEGIC STEPS
How to Start a Multi-Channel
Our 4 Strategic Steps
MARKET RESEARCH
Consumers today have greater freedom
with their purchasing options
80% of these consumers perform
RESEARCH using digital channels
The KEY to Digital Marketing Success is to
CONNECT and ENGAGE with these types of
consumers
WHY IS MARKET RESEARCH IMPORTANT?
Better Understanding of your clients
Clearly defines your Target Market
Creates a tailored Marketing Strategy
Carefully Plans your marketing activities ahead
Creates an Optimized Digital Marketing Strategy
based on your allocated budget
v
HOW TO DO MARKET RESEARCH?
2. Identify the KEY Products
And Services
1. Identify your UNIQUE
SELLING POINT (USP)
3. Identify your
TARGET MARKET
4. Identify the Goals And Objectives of the
campaign
a. Lead Generation
b. Increased social media followers
c. Boost brand awareness
d. Generate Sales
5. Identify Key Competitors and check their
activities online
HOW TO DO MARKET RESEARCH?
MARKETING STRATEGY
137% of brands are ramping up on their Multi-
channel Digital Marketing Strategies
They can INTEGRATE display,
mobile, social and video
marketing into their digital
marketing mix
Provides you with a CLEAR ROADMAP on marketing
Provides you with a CLEAR APPROACH towards
achieving business goals and objectives
Enables you to reach TARGETED AUDIENCES
effectively
Ensures you spend your ADVERTISING BUDGET wisely
Increases RESULTS, CONVERSIONS and ultimately your PROFITS
WHY IS MARKETING STRATEGY IMPORTANT?
Goal Setting
Approach: Direct or Indirect Marketing
Channels and Tactics
Offers and Promotions
Execute Steps and Strategies
HOW TO CREATE A MARKETING STRATEGY?
TOP DIGITAL MARKETING
CHANNELS AND STRATEGIES
Social Media Marketing
Search Engine
Optimization
Pay-per-click (PPC)
Marketing
Facebook Marketing
SEARCH ENGINE OPTIMIZATION
(SEO)
SEO is the process of making your website and
business WORTHY for ranking at the top of SEARCH
ENGINE RESULTS PAGES
SEO is vital for Digital Marketing because:
93% of ONLINE EXPERIENCES begin by using a
search engine
50% of mobile visitors who conducted local
search visited a store within the day. And 34%
conducted on computer did the same.
The SEO Framework
SEO in the Flesh
The Philippines remain a GOOD TARGET for Search
Marketing this year and the next
84% of Filipino Internet users engaged in some
form of online search activity each day
63% of Filipinos conduct their search queries
through their mobile gadgets each day
Filipino search usage is broken down
according to:
69% - at home
21% - on the move
17% - inside a store
14% - while on a public transport
SEARCH ENGINE OPTIMIZATION is good for
BUSINESSES who:
have LONG TERM GOALS of
appearing on the 1st page of
SEARCH ENGINE RESULTS
while getting FREE TARGETED TRAFFIC
and exposure
SOCIAL MEDIA MARKETING
(Paid and Organic)
a
SMM is the process of utilizing the TOP SOCIAL SITES
to create brand awareness, drive conversation and
connect to the most targeted audience as possible
Social media users have risen by 176
million last 2015
Up to 96% of Small Business Owners use Social
Media Marketing.
The Philippine online community is still crazy
over SOCIAL MEDIA
Filipinos spend an average of 3.7
hours each day engrossed in their
favorite social network
94% of internet users in the Philippines
have active Facebook Accounts
In comparison, only 54% of American
netizens use Facebook
Filipinos are RELYING more on social media
for COMMUNICATING with friends and
loved ones
Facebook Messenger is used by as
much as 94% of Filipino Internet users
Filipinos are the MOST ENGAGED SOCIAL MEDIA
USERS in the Asia-Pacific region
Social Media Marketing in the Flesh
Right ad paid social media ads on
Facebook.
Social Media Marketing in the Flesh
Timeline paid social media ad on
Facebook.
SOCIAL MEDIA MARKETING is good for BUSINESSES
who want to:
Increase BRAND AWARENESS
REACH more people
Drive LEADS
Generate contests and promos
PAY-PER-CLICK (PPC)
MARKETING
PPC Marketing is the process of using top
PPC networks such as Google Adwords to
reach potential customers who:
Already have a NEED for products
and services
Are ACTIVELY SEARCHING for these
needs online
85% of Filipino Internet users search and watch
ONLINE VIDEOS about the brands, products and
services they are interested in before they buy
Most won’t mind an ONLINE AD
83% believe that ADs that provide
RELEVANT INFORMATION can actually
make their lives easier
Google PPC Ads in the Flesh
Since the use of Ad Blocker plugins has become rampant since last year,
Companies are now slowly shifting their online advertising method to NATIVE
ADVERTISING
Popular international media websites are
already using this form of advertising in
their sites
It is used by local counterparts including
GMANetwork.com and ABS-
CBNNews.com among others
Native PPC Ads in the Flesh
PAY-PER-CLICK MARKETING is good for
BUSINESSES who want to:
Get TARGETED TRAFFIC quickly
Generate LEADS and
Increase SALES and profits
FACEBOOK MARKETING
Facebook Marketing is the process of using and maximizing Facebook’s
ADVERTISING PLATFORM to boost brand awareness and reach more customers
online
You can reach out to almost any kind of
GENERAL CONSUMER
You just need to learn in what
groups and pages your targeted
customer stay frequently go to at
Facebook
FACEBOOK MARKETING is good for
Businesses who want to:
specifically USE FACEBOOK TO REACH
OUT to a SPECIFIC MARKET and
Get TRAFFIC QUICKLY
MARKETING
IMPLEMENTATION
Traditional advertising has lost its dominance and touch
Internet advertising already surpassed AD spending on cable and TV
72% of consumers want to CONNECT WITH BRANDS using integrated
digital marketing strategies
Three Most Important Aspects of
Marketing Implementation
1. The actual marketing STEPS AND
GUIDELINE
2. Stick to the MARKETING PLAN and
STRATEGY
3. Work CONSISTENTLY
MARKETING OPTIMIZATION
While many have succeeded in their Digital Marketing campaigns, many
have also failed miserably
The reason for failure is NOT that the campaigns lack creativity, quality
materials and qualified personnel
It’s because they failed to
establish Marketing Analysis and
Optimization
WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
54% of unsuccessful marketers
FAILED TO INVEST and prioritized
marketing analysis and
optimization
MARKETING OPTIMIZATION
MARKETING OPTIMIZATION
WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
BENEFITS of marketing analysis, tests and optimization:
1. Identify what’s working and what’s not
2. Check which marketing channels produce the most
traffic and conversions
3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR
4. Uncover NEW OPPORTUNITIES
5. Check which keywords have the most traffic (and
use them later for paid ads)
MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION
1. Web analytics utilization
2. Data analysis
3. Optimized activities and re-
planning based on actual data
MARKETING OPTIMIZATION
TOP 3RD PARTY ANALYTICS
Google Analytics
Clicky
Statcounter
HubSpot
Adobe Marketing Cloud
GoSquared
Moz Analytics
Webtrends
MARKETING OPTIMIZATION
TOP HOSTED ANALYTICS
Piwik Open Web Analytics
Visitors
Pageviews
Traffic Referrals
Traffic Sources
Average Session Duration
Percentage of New Sessions
TOP WEB ANALYTICS METRICS
Demographics
Mobile and Desktop Users
MARKETING OPTIMIZATION
Analytics Snapshot in the Flesh
Analytics Snapshot in the Flesh
List of all traffic channels or
sources of visitors that went to
our DMP website.
Organic search tops all of them,
which means our organic
exposure is definitely high!
Final Recap
Success Principles for Aspiring Students
1. Have a S.M.A.R.T Goal
2. Prepare to work hard like a successful person
3. Prepare to PAY the PRICE for success
4. Be consistent
5. Don’t stop learning (read more books)
6. Persevere
7. Have FAITH
Like my Page on Facebook to get the download link of this
presentation later today.
https://www.facebook.com/jomerbgregorio
Don’t forget to use #CEUDigitalMarketing for your social
posts and selfies 
Digital marketing strategy

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Digital marketing strategy

  • 2. My Background: • Raised in Negros Occidental • Raised by my grandmother while mother is working as a helper for my Tito in Cavite • Came from a broken family (First child of my Father but illegitimate) • Nakikisama all of my lives until recently • Went to Cavite and live there since 2005 (11+ years now) • Dropped out of college to pursue business endeavors • Has no backer, investor or personal mentor • Network Marketing is my first business In short, I am just an ordinary person like YOU!
  • 3. This Was Me in 2005
  • 4. This Was Me in 2007 in the MLM Days
  • 5. This Was Me in 2009 – Day-off
  • 6. This Was Me in 2009 – Taking Picture of Someone Else’ Car
  • 7. My Current Status • CEO of Digital Marketing Philippines (CJG Digital Marketing) and started from the ground up. • Employed 15 full-time people with above minimum salary. performance bonuses and commissions. • Has active partners in USA, Australia, and Canada. • Active clients all-over the world. • Married with 1 Child. • Ministry Head of Young Adults in our local Church. If I can do it, you CAN do it too!
  • 9. My Team in Vikings last July 2016
  • 10. Youth and Young Adults Leadership Summit last May 2016
  • 14. High Paying Jobs in the PH for Fresh Graduates
  • 15. ONE-TOUCH Marketing or Advertising is NOT ENOUGH to get ATTENTION CONSUMERS are exposed to MULTITUDES of INFORMATION
  • 16. BRANDS and BUSINESSES need MULTIPLE TOUCH POINT to connect with CUSTOMERS They need to implement an INTEGRATED MULTI-CHANNEL DIGITAL MARKETING STRATEGY
  • 17. Multiple studies confirm the importance of MULTI-CHANNEL DIGITAL MARKETING including:
  • 18. 80% of Consumers need an average of SIX TOUCH POINTS before they make a PURCHASING DECISION Studies from Pointclear recommends TWELVE TOUCH POINTS per customer for better results
  • 19. Startups and SMEs have LIMITED CAPITALIZATION Many are reluctant to spend for MARKETING MULTI-CHANNEL DIGITAL MARKETING provides a very COST- EFFECTIVE alternative that DELIVERS RESULTS
  • 20. MULTI-CHANNEL DIGITAL MARKETING: is Effective in GENERATING BUSINESS LEADS Provides CONSIDERABLE SAVINGS Generates 2.8 times better REVENUE GROWTH Allows 3.3 times better OPPORTUNITIES for EXPANSION
  • 22. In the INTERNET and SOCIAL MEDIA age, customers can come from practically EVERYWHERE Modern Consumers have more CONTROL OVER THEIR CHOICES of products and services
  • 23. They want INFORMATION and CONFIRMATION first before they buy Businesses, brands, and marketers need MULTI- CHANNEL DIGITAL MARKETING to reach out to these types of customers
  • 24. MULTI-CHANNEL DIGITAL MARKETING is a strategy that combines various kinds of direct and indirect marketing channels to generate favorable actions or responses from targeted audiences It may look like a complex web of distinct channels all working towards a similar end, and that is connecting with potential customers More Potential Customers means Better results for your business
  • 26. TOUCH POINT • Any encounter where customers and businesses engage to exchange information, provide services, or handle transactions. CONVERSION • When a visitor takes the desired action while visiting your site. This can be a purchase, membership signup, download, or registration for newsletters. TRAFFIC • The number of total visits your site got regardless of the sources.
  • 27. ROI (RETURN ON INVESTMENT) • A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. It measures the amount of return on an investment relative to the investment's cost. UNIQUE SELLING POINT (USP) • Also called the Unique Selling Proposition, it is a factor that differentiates a product from its competitors. TRAFFIC CHANNELS • Sources of the traffic of the visitors in a website.
  • 28. PAID TRAFFIC • When a company bids on keywords and makes advertisements around those keywords to be displayed on search engines. It also encompasses any form of paid advertisement that directly points to your website. ORGANIC TRAFFIC • Traffic generated to your website by a Search Engine; also known as "free traffic". WEB ANALYTICS • Tool that measures different information of visitors of your site ranging from demographic, location, device, etc.
  • 29. Digital Marketing Campaign 4 STRATEGIC STEPS How to Start a Multi-Channel
  • 32. Consumers today have greater freedom with their purchasing options 80% of these consumers perform RESEARCH using digital channels The KEY to Digital Marketing Success is to CONNECT and ENGAGE with these types of consumers
  • 33. WHY IS MARKET RESEARCH IMPORTANT? Better Understanding of your clients Clearly defines your Target Market Creates a tailored Marketing Strategy Carefully Plans your marketing activities ahead Creates an Optimized Digital Marketing Strategy based on your allocated budget
  • 34. v HOW TO DO MARKET RESEARCH? 2. Identify the KEY Products And Services 1. Identify your UNIQUE SELLING POINT (USP) 3. Identify your TARGET MARKET
  • 35. 4. Identify the Goals And Objectives of the campaign a. Lead Generation b. Increased social media followers c. Boost brand awareness d. Generate Sales 5. Identify Key Competitors and check their activities online HOW TO DO MARKET RESEARCH?
  • 37. 137% of brands are ramping up on their Multi- channel Digital Marketing Strategies They can INTEGRATE display, mobile, social and video marketing into their digital marketing mix
  • 38. Provides you with a CLEAR ROADMAP on marketing Provides you with a CLEAR APPROACH towards achieving business goals and objectives Enables you to reach TARGETED AUDIENCES effectively Ensures you spend your ADVERTISING BUDGET wisely Increases RESULTS, CONVERSIONS and ultimately your PROFITS WHY IS MARKETING STRATEGY IMPORTANT?
  • 39. Goal Setting Approach: Direct or Indirect Marketing Channels and Tactics Offers and Promotions Execute Steps and Strategies HOW TO CREATE A MARKETING STRATEGY?
  • 41. Social Media Marketing Search Engine Optimization Pay-per-click (PPC) Marketing Facebook Marketing
  • 43. SEO is the process of making your website and business WORTHY for ranking at the top of SEARCH ENGINE RESULTS PAGES SEO is vital for Digital Marketing because: 93% of ONLINE EXPERIENCES begin by using a search engine 50% of mobile visitors who conducted local search visited a store within the day. And 34% conducted on computer did the same.
  • 45. SEO in the Flesh
  • 46. The Philippines remain a GOOD TARGET for Search Marketing this year and the next 84% of Filipino Internet users engaged in some form of online search activity each day 63% of Filipinos conduct their search queries through their mobile gadgets each day
  • 47. Filipino search usage is broken down according to: 69% - at home 21% - on the move 17% - inside a store 14% - while on a public transport
  • 48. SEARCH ENGINE OPTIMIZATION is good for BUSINESSES who: have LONG TERM GOALS of appearing on the 1st page of SEARCH ENGINE RESULTS while getting FREE TARGETED TRAFFIC and exposure
  • 50. a SMM is the process of utilizing the TOP SOCIAL SITES to create brand awareness, drive conversation and connect to the most targeted audience as possible Social media users have risen by 176 million last 2015 Up to 96% of Small Business Owners use Social Media Marketing.
  • 51. The Philippine online community is still crazy over SOCIAL MEDIA Filipinos spend an average of 3.7 hours each day engrossed in their favorite social network 94% of internet users in the Philippines have active Facebook Accounts In comparison, only 54% of American netizens use Facebook
  • 52. Filipinos are RELYING more on social media for COMMUNICATING with friends and loved ones Facebook Messenger is used by as much as 94% of Filipino Internet users Filipinos are the MOST ENGAGED SOCIAL MEDIA USERS in the Asia-Pacific region
  • 53. Social Media Marketing in the Flesh Right ad paid social media ads on Facebook.
  • 54. Social Media Marketing in the Flesh Timeline paid social media ad on Facebook.
  • 55. SOCIAL MEDIA MARKETING is good for BUSINESSES who want to: Increase BRAND AWARENESS REACH more people Drive LEADS Generate contests and promos
  • 57. PPC Marketing is the process of using top PPC networks such as Google Adwords to reach potential customers who: Already have a NEED for products and services Are ACTIVELY SEARCHING for these needs online
  • 58. 85% of Filipino Internet users search and watch ONLINE VIDEOS about the brands, products and services they are interested in before they buy Most won’t mind an ONLINE AD 83% believe that ADs that provide RELEVANT INFORMATION can actually make their lives easier
  • 59. Google PPC Ads in the Flesh
  • 60. Since the use of Ad Blocker plugins has become rampant since last year, Companies are now slowly shifting their online advertising method to NATIVE ADVERTISING Popular international media websites are already using this form of advertising in their sites It is used by local counterparts including GMANetwork.com and ABS- CBNNews.com among others
  • 61. Native PPC Ads in the Flesh
  • 62. PAY-PER-CLICK MARKETING is good for BUSINESSES who want to: Get TARGETED TRAFFIC quickly Generate LEADS and Increase SALES and profits
  • 64. Facebook Marketing is the process of using and maximizing Facebook’s ADVERTISING PLATFORM to boost brand awareness and reach more customers online You can reach out to almost any kind of GENERAL CONSUMER You just need to learn in what groups and pages your targeted customer stay frequently go to at Facebook
  • 65. FACEBOOK MARKETING is good for Businesses who want to: specifically USE FACEBOOK TO REACH OUT to a SPECIFIC MARKET and Get TRAFFIC QUICKLY
  • 67. Traditional advertising has lost its dominance and touch Internet advertising already surpassed AD spending on cable and TV 72% of consumers want to CONNECT WITH BRANDS using integrated digital marketing strategies
  • 68. Three Most Important Aspects of Marketing Implementation 1. The actual marketing STEPS AND GUIDELINE 2. Stick to the MARKETING PLAN and STRATEGY 3. Work CONSISTENTLY
  • 70. While many have succeeded in their Digital Marketing campaigns, many have also failed miserably The reason for failure is NOT that the campaigns lack creativity, quality materials and qualified personnel
  • 71. It’s because they failed to establish Marketing Analysis and Optimization
  • 72. WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT? 54% of unsuccessful marketers FAILED TO INVEST and prioritized marketing analysis and optimization MARKETING OPTIMIZATION
  • 73. MARKETING OPTIMIZATION WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT? BENEFITS of marketing analysis, tests and optimization: 1. Identify what’s working and what’s not 2. Check which marketing channels produce the most traffic and conversions 3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR 4. Uncover NEW OPPORTUNITIES 5. Check which keywords have the most traffic (and use them later for paid ads)
  • 74. MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION 1. Web analytics utilization 2. Data analysis 3. Optimized activities and re- planning based on actual data MARKETING OPTIMIZATION
  • 75. TOP 3RD PARTY ANALYTICS Google Analytics Clicky Statcounter HubSpot Adobe Marketing Cloud GoSquared Moz Analytics Webtrends MARKETING OPTIMIZATION
  • 76. TOP HOSTED ANALYTICS Piwik Open Web Analytics Visitors Pageviews Traffic Referrals Traffic Sources Average Session Duration Percentage of New Sessions TOP WEB ANALYTICS METRICS Demographics Mobile and Desktop Users MARKETING OPTIMIZATION
  • 78. Analytics Snapshot in the Flesh List of all traffic channels or sources of visitors that went to our DMP website. Organic search tops all of them, which means our organic exposure is definitely high!
  • 80. Success Principles for Aspiring Students 1. Have a S.M.A.R.T Goal 2. Prepare to work hard like a successful person 3. Prepare to PAY the PRICE for success 4. Be consistent 5. Don’t stop learning (read more books) 6. Persevere 7. Have FAITH
  • 81. Like my Page on Facebook to get the download link of this presentation later today. https://www.facebook.com/jomerbgregorio Don’t forget to use #CEUDigitalMarketing for your social posts and selfies 