The document provides an overview of digital marketing, including various forms like search engine marketing, social media marketing, video marketing, email marketing, and mobile marketing. It discusses trends in these different digital marketing channels and how people are using digital platforms. Traditional marketing is compared to digital marketing, highlighting metrics, costs, reach, and ROI advantages of digital marketing. Key statistics about digital marketing in Kenya are also presented.

1. DIGITAL
MARKETING.

2. CONTENTS
1. Traditional Vs Digital Marketing
Advantages and Disadvantages
2. What is Digital Marketing?
Digital Marketing Trends
Digital Marketing Funnel
Forms of Digital Marketing
Digital Marketing Funnel
3. MOBILE
Mobile Marketing
Brief Look into Mobile Statistics
Trends in Mobile Marketing
4. SEARCH
Search Engine Marketing
SEO
A Look Into How Search Works
5. VIDEO
Video Marketing
YouTube
6. SOCIAL MEDIA
Social Media Marketing - 10 Laws of Social Media Marketing
- FACEBOOK
- INSTAGRAM
- TWITTER
- SNAPCHAT
- LINKEDIN
- WHATSAPP
7. ANALYTICS
A General Approach To Digital Analytics

3. TRADITIONAL Vs DIGITAL
No metrics for reach, cost and Audience
engagement and ROI
- Expensive
- Scattered Audience
- Timed or schedule limited
- Lower ROI
- Estimated reporting
Outline the metrics for reach, cost and
audience engagement and ROI
- Cost Effective
- Immediate/Real time Communication
- High ROI
- Accurate reporting and Analysis
Reasons why Digital Media is Slaying Traditional Media in Kenya
1. Social Media has replaced traditional media in terms of attention
2. YouTube and online video has replaced TV
3. 1/3 of marketer are spending their budgets on Digital Marketing, and the number is
increasing

4. Digital marketing is an umbrella term for the marketing of products or services using digital
technologies, mainly on the Internet, but also including mobile phones, display advertising, and any
other digital medium.
Digital marketing techniques and examples include search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing and e-commerce marketing, social media marketing, social media
optimization, e-mail direct marketing, display advertising, e–books, optical disks and games, are
becoming more and more common in our advancing technology.
Kenya has a population of 46,790,758 with 22 million internet users with internet penetration at
49%. According to Google Barometer, Social Media (58%), Search(39%), Email (30%) and
Video(25%) are the most popular activities on the internet, with 90% of the activities happening on
Smart phone mobile
Digital Marketing Trends 2017.
1. There'll be a huge shift toward selective customer intimacy
2. Companies will master the magic formula: Listening + Responding = Personalization
3. Digital platforms will consolidate in a big way
4. We'll bid adieu to vanity metrics and fuzzy digital outcomes
5. Digital impact will become strategically integrated into core operations
6. Augmented and virtual will become the new realities
7. C-level silos will be smashed
8. Video Marketing.
Wonder what your customer really wants? Ask. Don't tell.
WHAT IS DIGITAL MARKETING?

5. DIGITAL MARKETING FUNNEL

6. SEARCH ENGINE MARKETING
(Search Engine Marketing)
- SEO (Search Engine Optimization)
- Pay per Click, Cost per
impression, Search analytics, Web
analytics, Display advertising, Ad
blocking, Contextual
advertising, Behavioral targeting, Affiliate
marketing, Cost per action, Revenue
sharing, Mobile advertising.
SOCIAL MEDIIA MARKETING
- SMO (Social Media Optimization)
- Paid/Sponsored Ads
- Social Media Analytics
VIDEO MARKETING
- Video Ad promotions
- E-cpm
- Affiliate Marketing
- Webinars
CONTENT MARKETING
- Content Writing
- Content Outreach
- Blog sites, Wordpress
MOBILE MARKETING
- SMS Marketing
- Apps
- Notifications EMAIL MARKETING
-Newsletters
-Customer support
-Email alerts
-Video
WEB CONTENT MARKETING
FORMS OF DIGITAL MARKETING

7. Types of Mobile Marketing
1. SMS marketing 6. QR codes 11. User-controlled media
2. MMS 7. Bluetooth
3. Push notifications 8. Proximity systems
4. App-based marketing 9. Location-based services
5. In-game mobile marketing 10. Ringless voice mail
MOBILE MARKETING
Mobile marketing is marketing on or with a mobile device, such as a smart
phone . In a more theoretical manner, academic Andreas Kaplan defines
mobile marketing as "any marketing activity conducted through a ubiquitous
network to which consumers are constantly connected using a personal mobile
device“
For most emerging markets, mobile is the fastest and most effective way to
access the internet with search, social media, texting, taking pics and watching
video topping the list of activities on smart phones

8. MOBILE MARKETING TRENDS
Video MarketingIn-App Marketing
Augmented Reality SMS Marketing

9. SEARCH ENGINE MARKETING
SEM is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages
(SERPs) primarily through paid advertising. SEM may incorporate
search engine optimization (SEO), which adjusts or rewrites website
content and site architecture to achieve a higher ranking in search
engine results pages to enhance pay per click (PPC) listings.
6,586,013,574 searches a day worldwide
According to Net Market Share (as of sept 2016) the share percentage, in terms of the use of Search Engines
heavily favors Google, with over a 67.78%. This again reinforces that fact that Google are the market
leaders, however it also highlights that the "Others" such as Yahoo, Bing and Baidu etc still hold a large audience
and it would be silly to simply ignore them.
88%
0%
6%
6%
0% 0% 0%
Market Share
Google
Bing
Baidu
Yahoo
Ask
AOL
Excite95%
5%
Paid vs Organic
Organic
Paid

10. VIDEO
Information conveyed in videos is processed 60,000 times faster by the human brain.
90% of online users admit that videos are helpful when deciding on the quality of the product and whether
or not they want to buy it.
Average User spends 88% more time on your web page with a video
Average time spent on a video is 4 – 7 Secs.
Customers who watch a video of a product or service are 85% more likely to purchase compared to 46% for
Images/pictures
69% of traffic on the internet is from Video.
Online Influencers are setting the pace in online video trends, being used to engage users across different
platforms.
It's no secret that video marketing has exploded in a BIG way. Experts
reckon that video now accounts for at least half of all internet
traffic, and there are suggestions that by 2018, that will have soared to
a phenomenal 79 percent.
And, with 93 percent of marketers using video for online
marketing, sales and communication, it's clearly a tactic that the
industry is putting a lot of faith in.

11. SOCIAL MEDIA MARKETING
Social media marketing is the use of social media platforms and websites to promote a product or service. To
use social media effectively, firms should learn to allow customers and Internet users to post user-generated
content (e.g., online comments, product reviews, etc.), also known as "earned media", rather than use marketer-
prepared advertising copy.
50% of the worlds population is under 30 years old, 96% of millennials have joined social media
10 Laws of Social Media
1. Listening
2. Focus
3. Quality
4. Patience
5. Compounding
6. Influence
7. Value
8. Acknowledgement
9. Accessibility/Participation
10. Reciprocity
Facebook by Far is the Largest social media platform in Kenya with 5.5 million users, followed by instagram that is
fast growing in the region, twitter then LinkedIn for professionals.

12. TOP FACEBOOK PAGES IN KENYA

13. Types of email marketing
• Transactional emails
• Direct emails
• Mobile email marketing
• Embedded video
• Newsletters
Guide to Email Marketing
1. Getting Permission
2. When to Pitch
3. Analytics
4. Segmentation
5. The Value of Your List (Cost of Acquisition)
EMAIL MARKETING
Email Marketing is sending a commercial
message, typically to a group of people, using email

14. THANK YOU